Transcript of "Online Brand Management and Crisis Communication"
By Alex Beauchamp @ Girl at Play Media. ONLINE BRANDMANAGEMENT & CRISISCOMMUNICATION 1
WHAT IS SOCIAL MEDIA?SOCIAL MEDIA IS always about what the reader/ SOCIAL MEDIA ISN’T about thecommunity/customer needs or wants, not about the company’s needs/products/company itself. services. She’s a Random He’s a Brand User + She becomes a New Twitter User Advocate on Twitter Customer & Brand Advocate 2
INTERNAL PARTNERSHIPSYou’re in a large company, you mighthave all these departments & more.If you’re a small company, you mightbe all these departments. 3
DEFINE THE BRAND VOICE ONLINE Brand/Company Overall Social Media Voice/Persona Official Blog Facebook Twitter YouTube Voice/Purpose Voice/Purpose Voice/Purpose Mission Bio About About Content Channel Content Response Description 5
MONITOR & RESPOND ONLINEREAL TIME DAILY WEEKLY REPORTING • Sentiment• Twitter • Blogs & Media • Growth • CoTweet • Google Alerts • Reputation • TweetDeck • Areas of concern • Hootsuite • RSS Feeds • Twitter Search • Areas of opportunity • Sprout Social • Industry Newsletters • Marketing Metrics • River of News• Forums • Slideshare Downloads• Facebook • LinkedIn Tools: • Sprout Social •Sprout Social, Google Analytics, Radian6 and/ • Radian6 • Comments (Blogs, Flickr, OTher or Alterian social channels) •Internal Data Keeping (Spreadsheets)• YouTube •Stakeholder Meetings 7
CRISIS COMMUNICATIONThree elements to crisis communication:• Monitor: industry news, partners, campaigns, social channels, customer service calls• Engage: Employees, Customers, Media, Partners, Brand Ambassadors, Communities, Affiliates• Advocate: Rally your actions, position, responseThings to note:• Internal communications is paramount in all crisis communication.• Someone else’s crisis could become yours• Time is critical – you don’t have any• Old and inaccurate online information can become truth• When is a crisis over? Sometimes its obvious, sometimes not• Continue monitoring even when things seem to cool down – there could be a second wave• Note what a crisis did to the company’s reputation and communicate that with all internal sources 8
DEALING WITH NEGATIVITY1. Humanize Your Brand 4. Be Transparent and Explain2. Listen and Accept – don’t censor 5. Fix the problem if there is one3. Do not be defensive 6. Funnel comments/5. Respond directly concerns internally 10
Alex Beauchamp Site: GirlatPlay.com Twitter: @AlextheGirlI believe in sharing content so feel free to use this presentation. If you do use it, please just give credit where credit is due. Thanks! 11
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