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Promoting & Protecting In Today’s Social Currency

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Digital Now Australia 2010 …

Digital Now Australia 2010
Dina Vassallo's Presentation

Published in: Technology, Business

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  • There is a lot going on. You’ve just heard a lot of exciting and useful statistics. You may even be feeling overwhelmed. Your head may feel like this picture. I’m going to make it easy. I’m going to ask you to keep four things in mind in this next 30 min, and I’m going to leave you with 3 take-aways for your organisations.
  • Gov depts, private companies, small smes to large organisations can do this- make it a real person with a real face and name.
  • OW and Fitzroy store
  • Not listening and monitoring online media can have catastrophic results.
    It’s where news breaks. And anyone can break the news.
    Preparing for issues/crisis online
  • PPR’s involvement
  • Make sure you can respond to an issue in the same medium that the news breaks.
  • How you deal with catastrophic events or loss of life is a unique issues management communications strategy. Things you can do today include: Creating a dark site, ready to go live at a moments notice if needed, the site should be simple, but inclusive of not only those directly affected, but those living through it who didn’t loss life, property or business. Site should articulate what is happening, all required information, support groups, etc.
  • It’s critical to deliver on relevance, simplicity and transparency - as well as to just plain deliver.
    Tap into the key values of connectivity, authenticity, adventure and style…or risk being ignored.
    Go where they already are
  • http://www.slideshare.net/USNavySocialMedia
    Navy officers can have a voice, because they have been educated and understand protocols, they have guidelines
  • When specific Sailors become of interest to the media, where do reporters go to find more information and photos?How would you feel if your Facebook photo became the one used by the media in a news story about you?Imagine the heightened sensitivity when the media interest surrounds a Sailor who is MIA or KIA
  • Transcript

    • 1. Promoting & Protecting In Today’s Social Currency By Dena Vassallo Professional Public Relations (PPR)
    • 2. #1- You are not your customer  “People don't relate to organisations, they relate to people."  This is an important insight. You may not use social, but that doesn't mean that your stakeholders don't use social.  You are not your customer.
    • 3. #2- Live & breathe authenticity Jeremiah Owyang, Altimeter Group, 2010
    • 4. #3- Operationalise it  Understand who is responsible for it in your organisation, and fund it  Spending on your Web site and digital communications should be comparable to your old media spend.
    • 5. #4- Are you doing enough?  Brand Promotion  Brand Protection
    • 6. Putting the “engagement” in community Ensure your community engagement efforts have an engaging place online to build support for policies and projects
    • 7. The importance of tribes  Seth Godin, TED Talks
    • 8. And manage expectations...
    • 9. Three decades of community involvement 1980s Develop the best possible project solution and tell the community “Telling” 1990s Develop the best possible project solution and consult the community “Selling” 2000s Present the issues to the community, highlighting negotiables and non-negotiables, and work together to develop the best possible solution “Involving”
    • 10. With online community engagement You can:     Ensure online outcomes reflect the needs of the community  Limit misinformation about your project using online strategies  Improve the perception of your organisation in the eyes of the local community by focussing on the future not the past
    • 11. C2030 case study “...there is a new willingness maybe among younger Western Australians to say, actually, I do want to have my voice heard, and I do want to be part of this discussion.” Geoff Hutchison - ABC Radio at C2030
    • 12. Plan for the Spanish Inquisition Don’t pretend it can’t happen to you. Make digital part of your public affairs and issues management plans.
    • 13. As Monty Python used to say, no one expects the Spanish Inquisition.
    • 14. Montara- PTTEP  21 August 2009: Uncontrolled leak of oil, gas and water from Montara WHP in Timor Sea  690km west of Darwin; 250km north west of Truscott
    • 15. Domino’s YouTube incident  The Domino's Youtube Incident took place in April 2009 when two thirty-something employees of a North Carolina Domino’s Pizza recorded themselves sticking some cheese up their noses and farting on the food.  And Domino's U.S.A. president, Patrick Doyle, issued an apology on YouTube.
    • 16. Understand your KPIs Digital strategies are not created equally. Develop highly defined strategies based on your specific KPIs. What does ROI (return on influence) mean for you?
    • 17. Influencing the influencer  A successful online marketing campaign will tap the (right) few to reach the many  For example, a network of 1,000 = 500,000 links or connections to others  10% influence the remaining 90%Digital is highly fragmented, meaning audiences are small
    • 18. Return on Influence (ROI) KPIs: Volume= reach & frequency Engagement = time spent with your brand Conversion= anything showing action Reach X Frequency Time Spent + (Sentiment + Ecosystem) = Return on Influence
    • 19. Jeff Gibbard, 2010
    • 20. Examples of best practice
    • 21. Unilever Campaign Push-Pull Online Marketing CONSUMERPUSH PULL Uni Sponsorships Jimmy Kimmel TV Live Events Original Content Cinema Activation Pop-Up UGC College Humor Partnership Facebook Partnership Experiences Relationships Belief Authenticity Unique Content UGC Webisodes Highly Ownable Campaigns People Like Me Online Contest Branded Entertainment
    • 22. US Navy– many audiences many ways to connect
    • 23. Navy considerations in the age of social media  Sailors—ask yourself the following:  Have you talked to your spouse (siblings, parents, significant other) about what will happen if you go missing or are killed?  Have you considered adjusting your privacy settings? http://www.slideshare.net/USNavySocialMedia/recommended-facebook- privacy-settings-august-2010  Would the information you have publicly available now be acceptable to you if you went missing or were killed?  Have you considered a power of attorney to give your next-of-kin the ability to manage and/or turn off your social media site(s)?  Have you talked to your immediate family about their privacy settings? Information they share about you could be made public depending on their privacy settings  Have you ever Googled yourself? Think about what information would be available to the media or enemies if they were to search for your name online.
    • 24. What are we taking away from today?
    • 25. Putting the “engagement” in community Ensure your community engagement efforts have an engaging place online to build support for policies and projects
    • 26. Plan for the Spanish Inquisition Don’t pretend it can’t happen to you. Make digital part of your public affairs and issues management plans.
    • 27. Understand your KPIs Digital strategies are not created equally. Develop highly defined strategies based on your specific KPIs. What does ROI (return on influence) mean for you?
    • 28. Thank you.

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