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. Good Luck!

1. Humanize Your Brand
How To Protect - And Enhance It - Using Social Media
Thursday Sept 27th – 10am #SMWLA
Todd Wilms
Social Media Evangelist

2. Email in 72 hours:
t.wilms@sap.com
Twitter: @toddmwilms
Blog: www.toddwilms.com
Forbes Blog:
www.Forbes.blogs.com/sap/todd-wilms

3. Agenda
1. 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 life
If a tweet falls in the This move is “out of
The “Huh?”-apology
woods … fashion”
One of the world’s largest oil “We are incredibly sorry for our During violent protests in Egypt
companies (this time not BP), tweet about #Aurora – Our PR is early in the year, fashion
didn’t see the need for a Twitter NOT US based and had not designer Kenneth Cole
account – so Greenpeace checked the reason for the personally tweeted . . .
created one for them. trend” – Celeb Boutique, after
tweeting: "Millions are in uproar in
For 6 weeks they broadcast to #Cairo. Rumor is they heard
the world how this company was “#Aurora is trending, clearly our new spring collection is
destroying 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 company's social-media agency had got confused about which account he was
logged into and while drinking one Friday night …
#SMWLA @toddm wilms
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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
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7. FedEx – Which is more fun to watch?
#SMWLA @toddm wilms
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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
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9. Rules for Crisis Social Communications
1. Be Humbled 5. Take Action
2. Be Real 6. Learn from Mistakes
3. Be Honest 7. Steps to Ensure . . .
4. Be Direct 8. Where to go for . . .
#SMWLA @toddm wilms
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10. Proactive
1. Listen
2. Understand Social Influence
3. Build Communities
4. 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
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13. Understand Social Influence

14. Build Communities
#SMWLA @toddm wilms
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15. Humanize Your Brand
#SMWLA @toddm wilms
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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
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18. Our customers
produce more than
86% of the world’s
athletic footwear.
#SMWLA @toddm wilms
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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 Brand
Know Culture: You can only bend culture so far
Empathize: How do we make our customer’s successful
Tell Stories: Tell customer’s success stories, not your own
Aggregate Content: Goal is to have ½ of our content be 3rd on SAP
#SMWLA @toddm wilms
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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.com
Twitter: @toddmwilms
Blog: www.toddwilms.com
Forbes Blog:
www.Forbes.blogs.com/sap/todd-wilms

24. Thank You
#SMWLA @toddm wilms

25. Air Force Web Posting Response Assessment
Blog or Twitter Post
Discover 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 directly
LET POST Are there erroneous facts in the post?
(see blog response considerations below)
STAND
N
No 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 TONE
Considerations 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
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