Using Social Media to Enhance & Protect Your Brand

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Using Social Media to Enhance & Protect Your Brand

  1. 1. “Leaving  Breadcrumbs”   Enhance  &  Protect  Your   Organiza3on  with  Social   Media     Captain  Cappy  Sure8e   U.S.  Navy   Twi%er:  @capster9  
  2. 2. Information Consumption Has Changed  
  3. 3. NAVY  MEDICINE  COMMUNICATIONS   Media   Internal   Social  Media   Outreach  Mainstream   Corporate  &   Social  &  New   Face-­‐to-­‐Face   and  trade   Employee   Media     engagement   media   CommunicaHon   engagement   locally  and  engagement   naHonally   One  message…Many  channels  
  4. 4. “Social”  Media  
  5. 5. Tools  we  use  •  Blog  •  Facebook  •  Twi8er  •  YouTube  •  Flickr  •  Issuu  •  Yammer  •  Pinterest  
  6. 6. Breadcrumbs  leP…  Blogs  pushed  via  Twi8er,  Facebook,  clip  packages,  internal  newsle8er  than  back  to  Social  Networking  sites  
  7. 7. Breadcrumbs   Found…  
  8. 8. Social  Media  Empowers  Advocates  •  Social  Media  communica8on  efforts  on  Spice  led   to:   – Recogni8on  of  Navy  as  leading  voice  on  issue   – Tips,  support  and  feedback   – Requests  from  Employees  to  help    
  9. 9. Breadcrumbs  =  Quality  Social  Media  Content  
  10. 10. Diffusion  Theory  Example  of  Diffusion  Theory  at  work…Studios  can  create   Social  Media  tons  of  “awareness”  of  a  product  but  only  trusted   accelerates  &  “influencers”  can  convince   expands  that  their  social  circles  to  adopt   group  of  trusted  a  product…       “influencers”  
  11. 11. Crisis Events:Where do youwant to be?
  12. 12. San  Diego  Blackout  Response  Social  media  was  key  element  of  local  emergency  planning  during  early  hours  of  crisis  event  
  13. 13. Issue  Management  via  Twi8er  
  14. 14. Crisis averted bymonitoring socialmedia andreaching out tothose who wereanxious to help tolink them up withthe right point ofcontact to avoidnegativediscussions onlinebased onmisperceptions
  15. 15. Metrics  •  Social  media  provides  opportunity  for   immediate  feedback  &  ROI  
  16. 16. Surge in Twitter Surge in Twitter activityactivity from BUMED from BUMED PAOPAO “tweeting” from BUMED “tweeting” from CantonNOB Press pier Release
  17. 17. Who  Wants  an  Easy  to  Use     Social  Media  Roadmap?    
  18. 18. GePng  Started  with  Social  media  •  Use  chao8c  map  (funny)  
  19. 19. Takeaways  •  Social  media  is  valuable  when  part  of  overall  communica8ons        •  You  can’t  control  the  sea  of  public  opinion,  but  you  can  at  least   navigate  it  •  Leave  Breadcrumbs  online  to  leave  a  trail  about  your  posi8on   on  an  issue  so  others  may  find  it  when  THEY  need  it.  •  It  takes  8me  to  build  audience  –  Start  now  so  you  have  the   capability  when  you  need  it  •  Listening  can  help  mi8gate  and  avoid  some  crisis  events  •  Authen8c,  credible,  responsive  voices  humanize  bureaucracies  •  Social  media  empowers  employees  to  be  your  advocates  •  Content  is  KING.    Make  it  credible  and  keep  it  coming  
  20. 20. Thank  you   Captain  Cappy  Sure8e   Twi%er:  @capster9   LinkedIn:  www.linkedin.com/in/ cappysure%e  

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