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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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

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  • 1. 1<br />How to prepare your brand against a social media attack<br />
  • 2. Table of Content <br />2<br />Why is Social Media Important?<br />Can Social Media Go Wrong?<br />How to prepare your brand.<br />Case Studies<br />
  • 3. 3<br />Why is Social Media Important<br />
  • 4. Social Media – some interesting stats<br />4<br /><ul><li>2 out of 3 people on the planet visit social networks (Nielsen, 2009)
  • 5. Visiting social sites is now the fourth most popular online activity—ahead of personal email (Nielsen, 2009)
  • 6. Twitter grew 1382% between February 2008 and February 2009
  • 7. Twitter is expected to have over 100 million users by 2010 and 250 million in 2011</li></li></ul><li>Paradigm shift from technology to relationships<br />5<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Long- term<br />Consistent<br />Intimate<br />Loyal<br />
  • 8. 6<br />Can Social Media go Wrong?<br />
  • 9. Home Depot - Back in 2001<br />7<br />
  • 10. Home Depot - Today<br />8<br />
  • 11. Comcast<br />9<br />
  • 12. Comcast - Viral Nature of Social Media<br />10<br />
  • 13. Comcast Cares<br />11<br />
  • 14. Dove Onslaught(er) : Green Peace Campaign <br />12<br />1<br />2<br />3<br />
  • 15. Nestle : Green Peace Campaign <br />13<br />Greenpeace Website<br />Blog and Youtube<br />
  • 16. Nestle : Response<br />14<br />Nestle response on Facebook<br />Official statement on the website<br />
  • 17. Other Brands<br />15<br />
  • 18. 16<br />How to Prepare your brandSocial Media Reputation Management Strategy<br />
  • 19. Step 1: Secure your brand<br />17<br /><ul><li>Grab your brand everywhere you can, regardless of whether or not you plan to use it
  • 20. Have you have control of your identity all over the Web.
  • 21. Have unified social media username to establish trust with other members (and potential press contacts) who may belong to multiple communities with you.</li></li></ul><li>Step 2: Monitor Social media Sites 24X7<br />18<br />
  • 22. Step 3: Create Rules for Engagement<br />19<br /><ul><li>Train your employees on the proper use of social media tools
  • 23. Define rules for employees engaging in social media – basic social media tenants like
  • 24. disclosing the company you work for
  • 25. not discussing confidential information
  • 26. refraining from disparaging the company,
  • 27. not “engaging in impolite dialogue” </li></li></ul><li>Step 4: Establish your Crisis Strategy<br />20<br /><ul><li>Set up a team who would be able to manage crisis situation and are willing to work around the clock
  • 28. Assess the situation online by harnessing the tools that are available
  • 29. Track the sources of negative publicity constantly to monitor change
  • 30. Trend the volume of responses and the type of consumer reaction (neutral, positive, negative)
  • 31. Define your response and ensure consistency in communication – do not send out multiple, mixed messages</li></li></ul><li>Step 5: Define your Social Media Response Strategy<br />21<br /><ul><li>If consumers are silent on the situation – continue to monitor but don’t respond publically (Yet)
  • 32. 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
  • 33. Listen and determine the type of response the consumers want – apology/ acknowledgement/ demand for change
  • 34. Do not respond to quickly
  • 35. Do not respond in a “corporate tone” i.e.. a press release on the website as the sole response mechanism</li></ul>Source: Social Media Damage Control, SharlynLauby<br />
  • 36. Case Studies<br />22<br />
  • 37. Bank of America – Twitter (1/2)Strategy : Customer Support<br />23<br />
  • 38. Bank of America – Twitter (2/2)Tactical: Humanizing the Brand<br />24<br />
  • 39. Bank of America - Facebook<br />25<br />Low channel Penetration – focus on twitter <br />
  • 40. Dell Hell Campaign<br />26<br />2800 comments<br />
  • 41. Dell : Response<br />27<br />Vote for Products<br />Share user experience<br />Twitter Presence<br />Facebook Presence<br />Second Life<br />
  • 42. Dell : Outcome<br />28<br />Direct2Dell Community<br />
  • 43. Q & A<br />29<br />
  • 44. Quotes<br />30<br />“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.” <br />- Chris Bruzzo, VP of Brand, Content and Online, Starbucks<br />“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.”<br />Denise Morrissey, Online Community Manager - Toyota<br />“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 “<br />- Ed Moran of Deloitte.<br />
  • 45. 31<br />Learn more about Regalix at:<br />www.regalix.com<br />Contact:<br />Priscilla<br />Business Manager<br />Email: pselwine@regalix-inc.com<br />

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