Plan, prepare and measure your social media campaign CIPR event 23 july 2014 presentation - Burson-Marsteller Would have, should have, could have We have all been here muttering these words and wishing we would have done things differently. It is safe to say that the majority of small and large companies today have learnt how to be agile and lean towards the ever-changing digital landscape, but how do you prevent it all getting out of control? The answer is simple enough, although experience has proven that this is clearly not the case: Preparedness, planning and anticipating.

1. Crisis preparedness
on social media platforms
Burson-Marsteller
Toni Cowan-Brown
EMEA Deputy Digital Practice Leader
@thefashioncloud / @BMDigital

2. Would have,
could have,
should have.
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3. c
THE SHIFTING
DIGITAL LANSCAPE
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4. The lines between digital, mobile
and the real world have blurred
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5. We check our
mobile phones
150times a day
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6. We spend
using social media
2 hoursa day
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7. c
Consumers are newsmakers
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8. Brands are more responsive…
…and crises are born and spread
further and faster
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9. c
NEVER UNDER-ESTIMATE
THE POWER OF
A GOOD PLAN
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10. Strong foundations
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11. LISTEN READINESSEDUCATE EMPOWER
A state of preparedness
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Regularly test your crisis plan

12. LISTEN
READINESSEDUCATE EMPOWER
A state of preparedness
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Understanding conversational
landscape
Identifying brand advocates
Invest in your social media
presence

13. LISTEN READINESS
EDUCATE
EMPOWER
A state of preparedness
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Identify and train crisis team
Strong and updated protocols
Guidelines and handbooks
Mapping possible scenarios
Trial and error

14. EMPOWER
LISTEN READINESSEDUCATE
A state of preparedness
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Develop an employee social
media policy
Certification scheme (to go
with the training programmes)
Employees as trusted voices
Clear corporate purpose

15. EMPOWERLISTEN
READINESS
EDUCATE
A state of preparedness
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Across all channels and
carefully considered role of:
Internal communications
Owned social media
Search engines
Dedicated dark sites

16. Things to look out for and consider
Hashtags turned ‘bashtags’
It’s not about you
People follow people
Earn it, don’t ask for it
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Add value

17. Make planning a priority