• Like
  • Save
How to avoid being poked on Facebook
Upcoming SlideShare
Loading in...5
×
 

How to avoid being poked on Facebook

on

  • 1,152 views

Thomas Tudehope is the Director of Strategy & Engagement at leading social media intelligence firm SR7. ...

Thomas Tudehope is the Director of Strategy & Engagement at leading social media intelligence firm SR7.

This presentation was delivered to the Media140 Conference in Brisbane to a large audience of science and communications practitioners.

Statistics

Views

Total Views
1,152
Views on SlideShare
1,152
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    How to avoid being poked on Facebook How to avoid being poked on Facebook Presentation Transcript

    • How to avoid being poked on Facebook Thomas Tudehope Director, SR7 Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Today
      • Social media trends
      • Why most social media ‘campaigns’ fail
      • Risk mitigation
      • How to protect your brand/company online
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Background
      • SR7 – reputation and risk management
      • Press Secretary for Malcolm Turnbull
      • US Elections
      • Sky News
      • Not a GEEK
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Will Facebook kill off Google?
      • Not now but soon.
      • The power of personal search.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Why social media?
      • Ten most popular sites on the web:
        • Facebook
        • YouTube
        • Google
        • GMAIL
        • Hotmail
        • Twitter
        • Tumbler
        • Yahoo
        • Skype
        • MSN
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • It’s all about LOVE & TRUST Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Facebook… some statistics
      • 500 million users worldwide. 10 million in Australia.
      • 88% of people know about Facebook.
      • 40% of users follow a brand.
      • 40% login everyday.
      • Valued at $50 billion.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Twitter… some statistics
      • 25% of users follow a brand.
      • 67% of brand followers purchase that brand.
      • 37% login via mobile.
      • 53% of users post an update every day.
      • 2 million Australian users.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Campaign v Strategy
      • Too often social media campaigns are confused with a broader strategy.
      • Campaigns should represent a peak in strategy.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • CASE STUDIES THAT WORK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Queensland Police
      • How to manage social media in a crisis.
      • Mainstream media relied on social media for breaking news.
      • Quashed rumours and misinformation.
      • Regularly updated and maintained.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • NAB
      • Innovative for the industry.
      • Right tone and language.
      • Newsworthy.
      • Failed to capitalise.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Twitter – Westfield UK
      • Competitions
      • Informative
      • Engagement
      • Branding
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Facebook – Ikea
      • Innovative
      • Allowed personalisation and ownership
      • Tangible benefit
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • YouTube – Witchery Man
      • The hook – a model poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind.
      • Immediate brand recognition undone by dishonesty.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • A Whopper Facebook Sacrafice
      • Hook – Hungry Jacks asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled.
      • Tapped into a sentiment that users could resonate with.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • CASE STUDIES THAT DON’T WORK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Gerry Harvey’s Online Tax
      • Sought to preach to an online audience without any online presence.
      • Campaign was all offline and nothing online.
      • No understanding of users or space.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Australian Defence Force
      • No culture of online responsibility.
      • No education or training for social media.
      • No presence.
      • No ongoing monitoring.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Qantas
      • No presence on Twitter.
      • Crisis broke online, offline response could not mitigate virality of online misinformation.
      • Share price dropped.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Commonwealth Bank
      • Attempted to govern social media usage through banning it.
      • Immediate and severe criticism from many sectors.
      • Sends wrong message.
      • Employees as champions.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Vegemite iSnack 2.0
      • Poorly run competition.
      • Met with widespread condemnation online.
      • Lasting damage to the brand.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Toyota Yaris
      • Stunts rarely work on social media – authenticity is the key.
      • Took online communities for granted.
      • All preach and no listen.
      • You can’t buy viral.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Twitter - BigPond
      • Jumped into the medium without knowing what to do.
      • Wrong tone and language.
      • Didn’t handle criticism well.
      • Took people off the medium.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Twitter – Coles
      • Ran multiple competitions on twitter.
      • Built a sizeable database of people.
      • New Twitter account
      • No link on their website.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • SOCIAL MEDIA RISK WHAT CAN GO WRONG AND WHY Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Risk - 1
      • Rushing into action
        • Hasty decisions and knee jerk reactions.
        • One-off approach.
        • Focus on the wrong platforms.
        • Misunderstanding the requirements and recourses.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Risk - 2
      • Measurement
        • Defined measurable objectives.
        • Metrics that link to those objectives.
        • Having the right tools.
        • Methodology to calculate ROI.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Risk - 3
      • Content
        • Can often be an afterthought.
        • Requires
          • Planning
          • Approval
          • Guidelines
          • Formatting.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Risk 4
      • Failure to engage
        • About listening and interacting, not shouting.
        • Hurdles to good engagement:
          • Interesting content.
          • Self focused content.
          • Too much self promotion.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Risk 5
      • Limited reach
        • Need a large audience.
        • Build over time.
        • Without reach there is no ROI.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • SOCIAL MEDIA ENGAGEMENT GETTING THE MOST BANG FOR YOUR BUCK Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Maximising engagement -1
      • Tone
      • The right tone is paramount to long term success on social media platforms.
      • Tailor your tone to your (target) audience.
      • Speak to people rather than at them, above them, or below them.
      • Simple conversational.
      • Genuine.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Maximising Engagement - 2
      • Peer to peer
        • Build relationships with like minded users
        • Join groups
        • Become known to “field leaders”
        • Supporting not raiding
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Social Media Engagement - 3
      • Play by the rules
        • External
          • Too much broadcast
          • Online etiquette
        • Internal
          • Set effective parameters for staff utilising social networks.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Maximising Engagement - 4
      • Getting the balance right;
        • Broadcast
        • Social search. Going to lunch what should I have?
        • Distribution of external links.
        • Conversation.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Maximising Engagement – 5
      • Control your message
        • Consistency of message.
        • Staff limitations – restrict multiple authors.
        • Track the time of day you see maximum engagement and adjust flow accordingly.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Maximising Engagement - 6
      • Use existing platforms:
        • I didn’t know you were on Twitter…
        • Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc.
        • Website, email.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • How to measure engagement
      • Reach – how many people saw your activity
      • Exposure – how many people read conversations
      • Sentiment – how (un)popular was your message.
      • Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • How to handle dissent
      • Be responsive – take it on board.
      • Create an online culture where dissent becomes a rarity.
      • Cushion dissenting remarks with supportive, constructive feedback.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • FIVE WAYS YOUR BUSINESS COULD USE SOCIAL MEDIA Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • 1. Public Relations
      • New and unique opportunity to deliver a message en-masse.
      • Interactive.
      • Audience reach.
      • Low cost.
      • Buy in from employees.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • 2. Customer Support/Management
      • Human interaction that is personal and direct.
      • Social media is the new talk-back radio.
      • Real time.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • 3. Research
      • Access to thousands of supporters and consumers who can provide direct and instantaneous feedback.
      • Social media users give away more personal data than all other users.
      • What are consumers saying about you and or your competitors.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • 4. Sales
      • New avenue to target consumers in new markets.
      • Enhance and existing experience.
      • Leverage existing online sale points.
      • Consumer data.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • 5. Crisis Management
      • How would you respond to a social media crisis tomorrow?
      • Could you correct the record?
      • Could you interact with journalists online?
      • Could you recall a product?
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • FIRST STEPS IN SOCIAL MEDIA? Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Audit your assets
      • Undertaking an audit of your social media assets is the first and best step towards social media engagement.
      • What are people saying about your brand online.
      • What are your employees saying online.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • Develop a presence
      • Start an account on Facebook, Twitter, YouTube or even a blog.
      • Start a conversation or join an existing one.
      • Find some friends.
      Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140
    • QUESTIONS… Thomas.Tudehope@sr7.com.au | Twitter: @TommyTudehope | #media140