How to avoid being poked on Facebook


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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.

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How to avoid being poked on Facebook

  1. 1. How to avoid being poked on Facebook Thomas Tudehope Director, SR7 | Twitter: @TommyTudehope | #media140
  2. 2. Today <ul><li>Social media trends </li></ul><ul><li>Why most social media ‘campaigns’ fail </li></ul><ul><li>Risk mitigation </li></ul><ul><li>How to protect your brand/company online </li></ul> | Twitter: @TommyTudehope | #media140
  3. 3. Background <ul><li>SR7 – reputation and risk management </li></ul><ul><li>Press Secretary for Malcolm Turnbull </li></ul><ul><li>US Elections </li></ul><ul><li>Sky News </li></ul><ul><li>Not a GEEK </li></ul> | Twitter: @TommyTudehope | #media140
  4. 4. Will Facebook kill off Google? <ul><li>Not now but soon. </li></ul><ul><li>The power of personal search. </li></ul> | Twitter: @TommyTudehope | #media140
  5. 5. Why social media? <ul><li>Ten most popular sites on the web: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>GMAIL </li></ul></ul><ul><ul><li>Hotmail </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Tumbler </li></ul></ul><ul><ul><li>Yahoo </li></ul></ul><ul><ul><li>Skype </li></ul></ul><ul><ul><li>MSN </li></ul></ul> | Twitter: @TommyTudehope | #media140
  6. 6. It’s all about LOVE & TRUST | Twitter: @TommyTudehope | #media140
  7. 7. Facebook… some statistics <ul><li>500 million users worldwide. 10 million in Australia. </li></ul><ul><li>88% of people know about Facebook. </li></ul><ul><li>40% of users follow a brand. </li></ul><ul><li>40% login everyday. </li></ul><ul><li>Valued at $50 billion. </li></ul> | Twitter: @TommyTudehope | #media140
  8. 8. Twitter… some statistics <ul><li>25% of users follow a brand. </li></ul><ul><li>67% of brand followers purchase that brand. </li></ul><ul><li>37% login via mobile. </li></ul><ul><li>53% of users post an update every day. </li></ul><ul><li>2 million Australian users. </li></ul> | Twitter: @TommyTudehope | #media140
  9. 9. Social Media Campaign v Strategy <ul><li>Too often social media campaigns are confused with a broader strategy. </li></ul><ul><li>Campaigns should represent a peak in strategy. </li></ul> | Twitter: @TommyTudehope | #media140
  10. 10. CASE STUDIES THAT WORK | Twitter: @TommyTudehope | #media140
  11. 11. Queensland Police <ul><li>How to manage social media in a crisis. </li></ul><ul><li>Mainstream media relied on social media for breaking news. </li></ul><ul><li>Quashed rumours and misinformation. </li></ul><ul><li>Regularly updated and maintained. </li></ul> | Twitter: @TommyTudehope | #media140
  12. 12. NAB <ul><li>Innovative for the industry. </li></ul><ul><li>Right tone and language. </li></ul><ul><li>Newsworthy. </li></ul><ul><li>Failed to capitalise. </li></ul> | Twitter: @TommyTudehope | #media140
  13. 13. Twitter – Westfield UK <ul><li>Competitions </li></ul><ul><li>Informative </li></ul><ul><li>Engagement </li></ul><ul><li>Branding </li></ul> | Twitter: @TommyTudehope | #media140
  14. 14. Facebook – Ikea <ul><li>Innovative </li></ul><ul><li>Allowed personalisation and ownership </li></ul><ul><li>Tangible benefit </li></ul> | Twitter: @TommyTudehope | #media140
  15. 15. YouTube – Witchery Man <ul><li>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. </li></ul><ul><li>Immediate brand recognition undone by dishonesty. </li></ul> | Twitter: @TommyTudehope | #media140
  16. 16. A Whopper Facebook Sacrafice <ul><li>Hook – Hungry Jacks asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled. </li></ul><ul><li>Tapped into a sentiment that users could resonate with. </li></ul> | Twitter: @TommyTudehope | #media140
  17. 17. CASE STUDIES THAT DON’T WORK | Twitter: @TommyTudehope | #media140
  18. 18. Gerry Harvey’s Online Tax <ul><li>Sought to preach to an online audience without any online presence. </li></ul><ul><li>Campaign was all offline and nothing online. </li></ul><ul><li>No understanding of users or space. </li></ul> | Twitter: @TommyTudehope | #media140
  19. 19. Australian Defence Force <ul><li>No culture of online responsibility. </li></ul><ul><li>No education or training for social media. </li></ul><ul><li>No presence. </li></ul><ul><li>No ongoing monitoring. </li></ul> | Twitter: @TommyTudehope | #media140
  20. 20. Qantas <ul><li>No presence on Twitter. </li></ul><ul><li>Crisis broke online, offline response could not mitigate virality of online misinformation. </li></ul><ul><li>Share price dropped. </li></ul> | Twitter: @TommyTudehope | #media140
  21. 21. Commonwealth Bank <ul><li>Attempted to govern social media usage through banning it. </li></ul><ul><li>Immediate and severe criticism from many sectors. </li></ul><ul><li>Sends wrong message. </li></ul><ul><li>Employees as champions. </li></ul> | Twitter: @TommyTudehope | #media140
  22. 22. Vegemite iSnack 2.0 <ul><li>Poorly run competition. </li></ul><ul><li>Met with widespread condemnation online. </li></ul><ul><li>Lasting damage to the brand. </li></ul> | Twitter: @TommyTudehope | #media140
  23. 23. Toyota Yaris <ul><li>Stunts rarely work on social media – authenticity is the key. </li></ul><ul><li>Took online communities for granted. </li></ul><ul><li>All preach and no listen. </li></ul><ul><li>You can’t buy viral. </li></ul> | Twitter: @TommyTudehope | #media140
  24. 24. Twitter - BigPond <ul><li>Jumped into the medium without knowing what to do. </li></ul><ul><li>Wrong tone and language. </li></ul><ul><li>Didn’t handle criticism well. </li></ul><ul><li>Took people off the medium. </li></ul> | Twitter: @TommyTudehope | #media140
  25. 25. Twitter – Coles <ul><li>Ran multiple competitions on twitter. </li></ul><ul><li>Built a sizeable database of people. </li></ul><ul><li>New Twitter account </li></ul><ul><li>No link on their website. </li></ul> | Twitter: @TommyTudehope | #media140
  26. 26. SOCIAL MEDIA RISK WHAT CAN GO WRONG AND WHY | Twitter: @TommyTudehope | #media140
  27. 27. Social Media Risk - 1 <ul><li>Rushing into action </li></ul><ul><ul><li>Hasty decisions and knee jerk reactions. </li></ul></ul><ul><ul><li>One-off approach. </li></ul></ul><ul><ul><li>Focus on the wrong platforms. </li></ul></ul><ul><ul><li>Misunderstanding the requirements and recourses. </li></ul></ul> | Twitter: @TommyTudehope | #media140
  28. 28. Social Media Risk - 2 <ul><li>Measurement </li></ul><ul><ul><li>Defined measurable objectives. </li></ul></ul><ul><ul><li>Metrics that link to those objectives. </li></ul></ul><ul><ul><li>Having the right tools. </li></ul></ul><ul><ul><li>Methodology to calculate ROI. </li></ul></ul> | Twitter: @TommyTudehope | #media140
  29. 29. Social Media Risk - 3 <ul><li>Content </li></ul><ul><ul><li>Can often be an afterthought. </li></ul></ul><ul><ul><li>Requires </li></ul></ul><ul><ul><ul><li>Planning </li></ul></ul></ul><ul><ul><ul><li>Approval </li></ul></ul></ul><ul><ul><ul><li>Guidelines </li></ul></ul></ul><ul><ul><ul><li>Formatting. </li></ul></ul></ul> | Twitter: @TommyTudehope | #media140
  30. 30. Social Media Risk 4 <ul><li>Failure to engage </li></ul><ul><ul><li>About listening and interacting, not shouting. </li></ul></ul><ul><ul><li>Hurdles to good engagement: </li></ul></ul><ul><ul><ul><li>Interesting content. </li></ul></ul></ul><ul><ul><ul><li>Self focused content. </li></ul></ul></ul><ul><ul><ul><li>Too much self promotion. </li></ul></ul></ul> | Twitter: @TommyTudehope | #media140
  31. 31. Social Media Risk 5 <ul><li>Limited reach </li></ul><ul><ul><li>Need a large audience. </li></ul></ul><ul><ul><li>Build over time. </li></ul></ul><ul><ul><li>Without reach there is no ROI. </li></ul></ul> | Twitter: @TommyTudehope | #media140
  32. 32. SOCIAL MEDIA ENGAGEMENT GETTING THE MOST BANG FOR YOUR BUCK | Twitter: @TommyTudehope | #media140
  33. 33. Maximising engagement -1 <ul><li>Tone </li></ul><ul><li>The right tone is paramount to long term success on social media platforms. </li></ul><ul><li>Tailor your tone to your (target) audience. </li></ul><ul><li>Speak to people rather than at them, above them, or below them. </li></ul><ul><li>Simple conversational. </li></ul><ul><li>Genuine. </li></ul> | Twitter: @TommyTudehope | #media140
  34. 34. Maximising Engagement - 2 <ul><li>Peer to peer </li></ul><ul><ul><li>Build relationships with like minded users </li></ul></ul><ul><ul><li>Join groups </li></ul></ul><ul><ul><li>Become known to “field leaders” </li></ul></ul><ul><ul><li>Supporting not raiding </li></ul></ul> | Twitter: @TommyTudehope | #media140
  35. 35. Social Media Engagement - 3 <ul><li>Play by the rules </li></ul><ul><ul><li>External </li></ul></ul><ul><ul><ul><li>Too much broadcast </li></ul></ul></ul><ul><ul><ul><li>Online etiquette </li></ul></ul></ul><ul><ul><li>Internal </li></ul></ul><ul><ul><ul><li>Set effective parameters for staff utilising social networks. </li></ul></ul></ul> | Twitter: @TommyTudehope | #media140
  36. 36. Maximising Engagement - 4 <ul><li>Getting the balance right; </li></ul><ul><ul><li>Broadcast </li></ul></ul><ul><ul><li>Social search. Going to lunch what should I have? </li></ul></ul><ul><ul><li>Distribution of external links. </li></ul></ul><ul><ul><li>Conversation. </li></ul></ul> | Twitter: @TommyTudehope | #media140
  37. 37. Maximising Engagement – 5 <ul><li>Control your message </li></ul><ul><ul><li>Consistency of message. </li></ul></ul><ul><ul><li>Staff limitations – restrict multiple authors. </li></ul></ul><ul><ul><li>Track the time of day you see maximum engagement and adjust flow accordingly. </li></ul></ul> | Twitter: @TommyTudehope | #media140
  38. 38. Maximising Engagement - 6 <ul><li>Use existing platforms: </li></ul><ul><ul><li>I didn’t know you were on Twitter… </li></ul></ul><ul><ul><li>Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc. </li></ul></ul><ul><ul><li>Website, email. </li></ul></ul> | Twitter: @TommyTudehope | #media140
  39. 39. How to measure engagement <ul><li>Reach – how many people saw your activity </li></ul><ul><li>Exposure – how many people read conversations </li></ul><ul><li>Sentiment – how (un)popular was your message. </li></ul><ul><li>Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure. </li></ul> | Twitter: @TommyTudehope | #media140
  40. 40. How to handle dissent <ul><li>Be responsive – take it on board. </li></ul><ul><li>Create an online culture where dissent becomes a rarity. </li></ul><ul><li>Cushion dissenting remarks with supportive, constructive feedback. </li></ul> | Twitter: @TommyTudehope | #media140
  41. 41. FIVE WAYS YOUR BUSINESS COULD USE SOCIAL MEDIA | Twitter: @TommyTudehope | #media140
  42. 42. 1. Public Relations <ul><li>New and unique opportunity to deliver a message en-masse. </li></ul><ul><li>Interactive. </li></ul><ul><li>Audience reach. </li></ul><ul><li>Low cost. </li></ul><ul><li>Buy in from employees. </li></ul> | Twitter: @TommyTudehope | #media140
  43. 43. 2. Customer Support/Management <ul><li>Human interaction that is personal and direct. </li></ul><ul><li>Social media is the new talk-back radio. </li></ul><ul><li>Real time. </li></ul> | Twitter: @TommyTudehope | #media140
  44. 44. 3. Research <ul><li>Access to thousands of supporters and consumers who can provide direct and instantaneous feedback. </li></ul><ul><li>Social media users give away more personal data than all other users. </li></ul><ul><li>What are consumers saying about you and or your competitors. </li></ul> | Twitter: @TommyTudehope | #media140
  45. 45. 4. Sales <ul><li>New avenue to target consumers in new markets. </li></ul><ul><li>Enhance and existing experience. </li></ul><ul><li>Leverage existing online sale points. </li></ul><ul><li>Consumer data. </li></ul> | Twitter: @TommyTudehope | #media140
  46. 46. 5. Crisis Management <ul><li>How would you respond to a social media crisis tomorrow? </li></ul><ul><li>Could you correct the record? </li></ul><ul><li>Could you interact with journalists online? </li></ul><ul><li>Could you recall a product? </li></ul> | Twitter: @TommyTudehope | #media140
  47. 47. FIRST STEPS IN SOCIAL MEDIA? | Twitter: @TommyTudehope | #media140
  48. 48. Audit your assets <ul><li>Undertaking an audit of your social media assets is the first and best step towards social media engagement. </li></ul><ul><li>What are people saying about your brand online. </li></ul><ul><li>What are your employees saying online. </li></ul> | Twitter: @TommyTudehope | #media140
  49. 49. Develop a presence <ul><li>Start an account on Facebook, Twitter, YouTube or even a blog. </li></ul><ul><li>Start a conversation or join an existing one. </li></ul><ul><li>Find some friends. </li></ul> | Twitter: @TommyTudehope | #media140
  50. 50. QUESTIONS… | Twitter: @TommyTudehope | #media140