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How to prepare your brand against a possible social media attack ver 1.0
 

How to prepare your brand against a possible social media attack ver 1.0

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    How to prepare your brand against a possible social media attack ver 1.0 How to prepare your brand against a possible social media attack ver 1.0 Presentation Transcript

    • 1
      How to prepare your brand against a social media attack
    • Table of Content
      2
      Why is Social Media Important?
      Can Social Media Go Wrong?
      How to prepare your brand.
      Case Studies
    • 3
      Why is Social Media Important
    • Social Media – some interesting stats
      4
      • 2 out of 3 people on the planet visit social networks (Nielsen, 2009)
      • Visiting social sites is now the fourth most popular online activity—ahead of personal email (Nielsen, 2009)
      • Twitter grew 1382% between February 2008 and February 2009
      • Twitter is expected to have over 100 million users by 2010 and 250 million in 2011
    • Paradigm shift from technology to relationships
      5
      Transactional
      Occasional
      Impersonal
      Short-term
      Long- term
      Consistent
      Intimate
      Loyal
    • 6
      Can Social Media go Wrong?
    • Home Depot - Back in 2001
      7
    • Home Depot - Today
      8
    • Comcast
      9
    • Comcast - Viral Nature of Social Media
      10
    • Comcast Cares
      11
    • Dove Onslaught(er) : Green Peace Campaign
      12
      1
      2
      3
    • Nestle : Green Peace Campaign
      13
      Greenpeace Website
      Blog and Youtube
    • Nestle : Response
      14
      Nestle response on Facebook
      Official statement on the website
    • Other Brands
      15
    • 16
      How to Prepare your brandSocial Media Reputation Management Strategy
    • Step 1: Secure your brand
      17
      • Grab your brand everywhere you can, regardless of whether or not you plan to use it
      • Have you have control of your identity all over the Web.
      • Have unified social media username to establish trust with other members (and potential press contacts) who may belong to multiple communities with you.
    • Step 2: Monitor Social media Sites 24X7
      18
    • Step 3: Create Rules for Engagement
      19
      • Train your employees on the proper use of social media tools
      • Define rules for employees engaging in social media – basic social media tenants like
      • disclosing the company you work for
      • not discussing confidential information
      • refraining from disparaging the company,
      • not “engaging in impolite dialogue” 
    • Step 4: Establish your Crisis Strategy
      20
      • Set up a team who would be able to manage crisis situation and are willing to work around the clock
      • Assess the situation online by harnessing the tools that are available
      • Track the sources of negative publicity constantly to monitor change
      • Trend the volume of responses and the type of consumer reaction (neutral, positive, negative)
      • Define your response and ensure consistency in communication – do not send out multiple, mixed messages
    • Step 5: Define your Social Media Response Strategy
      21
      • If consumers are silent on the situation – continue to monitor but don’t respond publically (Yet)
      • If a response is demanded , wait for the initial hype and outrage has died out, then respond to those who are genuinely seeking an answer
      • Listen and determine the type of response the consumers want – apology/ acknowledgement/ demand for change
      • Do not respond to quickly
      • Do not respond in a “corporate tone” i.e.. a press release on the website as the sole response mechanism
      Source: Social Media Damage Control, SharlynLauby
    • Case Studies
      22
    • Bank of America – Twitter (1/2)Strategy : Customer Support
      23
    • Bank of America – Twitter (2/2)Tactical: Humanizing the Brand
      24
    • Bank of America - Facebook
      25
      Low channel Penetration – focus on twitter
    • Dell Hell Campaign
      26
      2800 comments
    • Dell : Response
      27
      Vote for Products
      Share user experience
      Twitter Presence
      Facebook Presence
      Second Life
    • Dell : Outcome
      28
      Direct2Dell Community
    • Q & A
      29
    • Quotes
      30
      “We had to accept that there were some unknowns. If you try to mitigate every piece of risk, you will be either inauthentic or fail.”
      - Chris Bruzzo, VP of Brand, Content and Online, Starbucks
      “If you are going to engage, you have to have a plan and make sure that resources are available. Because you can’t gracefully exit — once you’re in, you’re in. The days of walking away from a campaign are over — once we engage, we have to commit to it.”
      Denise Morrissey, Online Community Manager - Toyota
      “Less than 25 percent of online communities have more than 1,000 members, even though more than half of those businesses have spent more than $1 million on their community projects “
      - Ed Moran of Deloitte.
    • 31
      Learn more about Regalix at:
      www.regalix.com
      Contact:
      Priscilla
      Business Manager
      Email: pselwine@regalix-inc.com