Protect Your Brand in the Conversation Age

Protect Your Brand in the Conversation Age Triangle AMA Social Media Boot Camp Cord Silverstein, EVP, Capstrat

76% don’t believe companies tell the truth in their marketing and communications. - Yankelovich 2009

68% trust other people “like themselves” up from 22% in 2003 - Edelman Trust Barometer

We’re human – We need to connect People want to connect with other people People want to connect with brands

Brand management in Web 2.0
The best brands are built inside-out
Listening can be a powerful differentiator
Offline experience impacts online brand
Protect your brand in crisis
Create talkaboutability

Engage internal stakeholders
Establish guidelines and processes
Manage internal expectations
Training throughout organization
Brands are built inside-out

Opposite ends of the spectrum

Questions to Think About
Who owns social media in your organization?
How does the digital divide impact employee communications?
What processes are in place?

Training and Practice Listening as a differentiator
Where are your target markets congregating?
How and what are they communicating?
Who are the influencers?
What are their pain points?

Don’t just listen - act

Learn to Triage SearchStatus ConvoTrack Compete

What low hanging fruit could you start doing today to help your company start listening?
What might be some of the challenges and risks to do this?

Offline experience drives online reputation Match the response to the situation Be nimble, be quick Showing up is half the battle What happens on the web stays on the web

Power to the People

How would your organization react in online crisis?
How would you?
How quickly could your organization react?

Protecting your brand in crisis
Establish monitoring system
Create crisis response
Practice makes perfect
The best defense is a good offense
Take a long-term approach

Are you prepared to protect your company’s reputation?
Who in your organization has the responsibility for online reputation management?

Create talkaboutablity
Give people something worth talking about
Consider the rewards for conversations
Tie conversations to business goals
Evaluate and learn

Crumbgate “ So Good It Makes Fat People Cry”

Training and Practice Begin by listening Final Thoughts Let go and gain more People are talking whether you like it or not Understand we live in a new day with new rules and expectations We live in very exciting times

Thank you! Questions? Cord Silverstein [email_address] Twitter: @cord LinkedIn: cordsilverstein

Protect Your Brand in the Conversation Age

by Cord Silverstein on Jun 10, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 3

Statistics

Protect Your Brand in the Conversation Age — Presentation Transcript