Humanize Your Brand at SMWLA with Todd Wilms and SAP


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Learn how to not only manage your brand, but enhance it. Don't just sit back and wait for something to happen to it, but get in front of it and manage your brand's presence. Go on the offensive.
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Humanize Your Brand at SMWLA with Todd Wilms and SAP

  1. Humanize Your BrandHow To Protect - And Enhance It - Using Social MediaThursday Sept 27th – 10am #SMWLATodd WilmsSocial Media Evangelist
  2. Email in 72 hours: t.wilms@sap.comTwitter: @toddmwilmsBlog: www.toddwilms.comForbes
  3. Agenda1. Reactive (Defense)2. Proactive (Offense)#SMWLA @toddm wilms
  4. “To err is human . . .To really ‘f-up’ takes a corporation.”- Anonymous
  5. No jokes – Just real lifeIf a tweet falls in the This move is “out of The “Huh?”-apologywoods … fashion”One of the world’s largest oil “We are incredibly sorry for our During violent protests in Egyptcompanies (this time not BP), tweet about #Aurora – Our PR is early in the year, fashiondidn’t see the need for a Twitter NOT US based and had not designer Kenneth Coleaccount – so Greenpeace checked the reason for the personally tweeted . . .created one for them. trend” – Celeb Boutique, after tweeting: "Millions are in uproar inFor 6 weeks they broadcast to #Cairo. Rumor is they heardthe world how this company was “#Aurora is trending, clearly our new spring collection isdestroying the planet from the about our Kim K inspired available online."“companies own” twitter handle. #Aurora dress ;)”Friends don’t let friends drink and tweet . . . “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the companys social-media agency had got confused about which account he was logged into and while drinking one Friday night …#SMWLA @toddm wilms 5
  6. Anti- “Love Story”“Social Means Having To Say You Are Sorry” Pre-Social: Raised to level of awareness by leaders Movement Protest Rally Awareness Threshold Letter / Op- Ed Communal Pre-Social: May be invisible Annoyance to leaders Post-Social: Easily visible to Angst Vote with leaders Irritation Wallet 6
  7. FedEx – Which is more fun to watch?#SMWLA @toddm wilms 7
  8. FedEx Stock Price: Nov 2011 – Mar 2012 Coverage slows to a Dec 21: Formal crawl YouTube Apology Dec 19th: Video hits YouTube#SMWLA @toddm wilms 8
  9. Rules for Crisis Social Communications1. Be Humbled 5. Take Action2. Be Real 6. Learn from Mistakes3. Be Honest 7. Steps to Ensure . . .4. Be Direct 8. Where to go for . . .#SMWLA @toddm wilms 9
  10. Proactive1. Listen2. Understand Social Influence3. Build Communities4. Humanize Your Brand
  11. “A best defense is a great offense.”- Carl Von Clausewitz
  12. Listen “Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher#SMWLA @toddm wilms 12
  13. Understand Social Influence
  14. Build Communities#SMWLA @toddm wilms 14
  15. Humanize Your Brand#SMWLA @toddm wilms 15
  16. Our customers produce more than 72% of the world’s beer.#SMWLA @toddm wilms
  17. Our customers produce more than 70% of the world’s chocolate.#SMWLA @toddm wilms 17
  18. Our customers produce more than 86% of the world’s athletic footwear.#SMWLA @toddm wilms 18
  19. Our customers produce more than 60% of the world’s toys and games#SMWLA @toddm wilms
  20. 63% of the world’s transaction revenue touches a SAP system.#SMWLA @toddm wilms
  21. Humanize Your BrandKnow Culture: You can only bend culture so farEmpathize: How do we make our customer’s successfulTell Stories: Tell customer’s success stories, not your ownAggregate Content: Goal is to have ½ of our content be 3rd on SAP#SMWLA @toddm wilms 21
  22. Recap: 1. 8 Rules for Crisis Comms: Be Human 2. Listen: Megaphone to Ear 3. Understand Social Influence: Know, Engage, Listen 4. Build Communities: Platform for Engagement 5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices
  23. Email in 72 hours: t.wilms@sap.comTwitter: @toddmwilmsBlog: www.toddwilms.comForbes
  24. Thank You#SMWLA @toddm wilms
  25. Air Force Web Posting Response Assessment Blog or Twitter PostDiscover Has someone discovered a blog post about SAP? Is it a positive post? N Y “TROLLS”Evaluate Is this site dedicated to bashing & Y degrading others? CONCUR N MONITOR ONLY A factual well cited “RAGER” Y Avoid responding / monitor for relevant info response, which Is this post a rant, rage, joke, ridicule may agree or or satirical? N disagree w/post, yet is not negative FIX THE FACTS N “MISGUIDED” Y Respond w/factual info directlyLET POST Are there erroneous facts in the post? (see blog response considerations below)STAND NNo response Y “UNHAPPY CUSTOMER” RESTORATION Y Rectify the situation, respond and act upon Is the post a result of a negative a reasonable solution. experience from stakeholder(s) See blog response considerations below.Respond N FINAL EVALUATION SHARE SUCCESS LET POST Proactively share your Base response on present circumstances, influence and N STAND Y story & mission w/blog No response prominence. Will you respond? Y Y SOURCING INFLUENCE TIMELINESS TONEConsiderations TRANSPARENCY Cite your sources Take time to create Respond in a tone Focus on the most Disclose your SAP by including links, influential blogs a good response – that reflects highly Affiliation video, images, related to SAP 24 hours maximum on SAP other references 25