Digital PR - Losing control of your brand, the right way - DNA09

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    Digital PR - Losing control of your brand, the right way - DNA09 - Presentation Transcript

    1. PR & Reputation in a Web 2.0 World Losing control of your brand the right way Fergus Kibble
    2. Markets are conversations "A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies." The Cluetrain Manifesto - 1999 40
    3. Cluetrain - “Top 5” 1. Conversations among human beings sound human. 2. People in a networked market have figured out that they get far better information and support from one another than from vendors. 3. There are no secrets. 4. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 5. Companies need to lighten up and take themselves less seriously. They need to get a sense of humour. Getting a sense of humour does not mean putting some jokes on the corporate website. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. 41
    4. A timeline of the social internet 1994 1995 1998 2001 2003 2004 2005 2006 2008 iTunes 42
    5. 43
    6. Changing media landscape: The rise of the blog Source: Brodeur 2008 44
    7. 45
    8. A different news cycle April 11, 2009 April 16, 2009 April 4, 2009 April 14, 2009 46
    9. The social media news flip 47
    10. The risk posed by your own people 48
    11. a framework within which to lose control 49
    12. GOAL 1. Prepare Proactive: Prepare Social Media Strategy Reactive: Crisis & Issues Planning Policies and Guidelines Training STRATEGY 12 50
    13. 2. Listen Identify influencers Listen Track conversations Analyse impact Continuous tracking 51
    14. 3. Speak Corporate blog Speak (RSS, email, Social Media News Release) Social media release Issues micro-sites Crisis/Dark Site Amplification tools (YouTube, Flickr, Twitter) 52
    15. 4. Engage Blogger outreach Engage Social networks Employee engagement Consumer collaboration 53
    16. June 15, 2009 54
    17. Have a plan, don’t just plan to……. 17 55
    18. Join the conversation before you are the conversation 18 56
    19. measure, integrate & amplify 19 57
    20. How an online crisis unfolds: 4 hours in 4 minutes… Analysis of the online response to crash of US Airways Flight 1549 58
    21. 59
    22. THANK YOU 60

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