Online Brand Management and Crisis Communication

ONLINE BRAND MANAGEMENT & CRISIS COMMUNICATION By Alex Beauchamp Girl at Play Media.

All I gotta do is tweet & check Facebook? Awesome! ©2009 Citrix Online, a division of Citrix Systems, ©2009 Citrix Online, a division of Citrix Systems, Inc. Inc. All rights reserved. All rights reserved.Photo is from the awesome presentation on Social Media ROI: http://www.slideshare.net/jonathanolisanchez/olivier-blanchard-basics-of-social-media-roi

THE WHAT & WHY OF ONLINE BRANDING SOCIAL MEDIA IS always about what the reader/ SOCIAL MEDIA ISN’T about the community/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 AdvocateStick ﬁgures by Alex Beauchamp, who failed art 3 times in school. That’s why she tweets.

INTERNAL PARTNERSHIPS:You’re in a large company, you mighthave all these departments & more.If you’re a small company, you mightbe all these departments.

ONLINE BRAND GOALS Lead + Inspire Earn + Keep Trust Brand holistically Expand Connect + Engage Drive Sales Be Strategic Increase Online Brand Share Create compelling, Measure Success digestible & engaging content

DEFINE THE VOICE 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

Content

Monitoring is my life. ©2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.Photo from the awesome presentation on Social Media ROI: http://www.slideshare.net/jonathanolisanchez/olivier-blanchard-basics-of-social-media-roi

ONLINE MONITORINGREAL TIME DAILY WEEKLY REPORTING • Sentiment• Twitter • Blogs & Media • Growth • CoTweet • Google Alerts • Reputation • TweetDeck • Areas of concern • Hootsuite • RSS Feeds • Areas of opportunity • Twitter Search • Industry Newsletters • Marketing Metrics• Forums • River of News • Slideshare Downloads• Facebook • LinkedIn • iHyper Tools: •Radian6 and/or Alterian• YouTube •Internal Data Keeping (Spreadsheets) •Stakeholder Meetings

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

OWNERSHIP 1. Honesty, accountability cohesion and timeliness are the best policies with customers, employees and partners. 2. If you’re not transparent your community, customers and competition will know and use this against you. 3. Employee representatives should be in on the planning to have “ownership” in a crisis situation.Photo from CuteOverload.com

DEALING WITH NEGATIVITY1. Humanize your Brand2. Listen and Accept – don’t censor3. Respond directly4. Be Transparent and Explain5. Fix the problem if there is one6. Funnel comments/concerns internally7. Build a Community of passionate defenders8. Know when to walk away: If someone is ﬂaming your brand, realize when you’re not going to make any headway.

Alex BeauchampSite: GirlatPlay.comTwitter: @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!

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Online Brand Management and Crisis Communication

by Girl at Play Media on Feb 03, 2011

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Online Brand Management and Crisis Communication — Presentation Transcript