Digital Day Out New Zealand - TheOnlinecircle.com

Social Media and online crisis. www.theonlinecircle.com 1 of 60

meet Lucio Ribeiro www.theonlinecircle.com

With Jessica and Kylie

work at The Online Circle

I’m MBA graduated here

I work Online business strategist –TheOnlineCircle.com

Which means I’m constantly researching, developing and executing solutions using online tools.

What do I do?

How do I do this?

Understand your Needs.

Research

Analysis

Strategy

And…

Execution

Let’s talk? Lucio@theonlinecircle.Com Twitter.Com/lucio_ribeiro Linkedin.Com/in/luciodiasribeiro

23of20 POWER TO THE PEOPLE

NZ 24of20 Nielsen 2010 Social Media Report * 8 in 10 sent or shared a photo * 8 in 10 posted photos online * 7 in 3 sent or shared a link Regular activities: * wikis is up 26% * creating social profiles is up 16% * updating profiles is up 17% * looking at others’ social profiles is up 16% www.theonlinecircle.com

EXPECTATION 25of20 • 5 in 10 want companies to respond to requests on social media • 4 in 10 want companies to solicit feedback • 57% feel better served by companies on social media www.theonlinecircle.com

http://www.youtube.com/watch?v=lB95KL mpLR4 26

There was a time when companies still controlled their message to the public 3/20

Does Online Crisis Happen? 29/20 ???

September 2004

Blog Facebook TMZ YouTube

Sometime things can go wrong www.theonlinecircle.com

It’s up to you to fix

35 CRISIS PLANNING 1. Determine the Reality through a Social Media audit. 2. Map your existing assets and supporters. 3. Develop one strategy for each key segment. Don’t jump into 100 tactical responses. 4. Execute Engagement Plan. Monitor response. 5. Refine strategy. Execute further. 6. Leverage your good work for a future robust community. www.theonlinecircle.com

ANALYSIS, INTERPRETATION AND INSIGHTS 1. 73% of all online content is user generated. 2. 7 out of the top 10 websites in the world are social. 3. 45% of search results for the world's top 20 largest brands are now linked to user generated content. (Nielsen Ratings 08/2010). This means: 1. Considerable risk (search results may lead to negative references) 2. Massive data sets. 3. A challenge to discern what is valuable and what is noise. You need a combination of: - Technology + Human analysts - Knowledge of multi-environments and multi-influence across different channels www.theonlinecircle.com

WHAT ARE YOU MONITORING?

YOU NEED AN EASY WAY TO KNOW HOW THINGS ARE TRENDING.

Scoring all mentions provides Relativity

SOMETIMES YOU WANT TO KNOW MORE.

Analyst’s insights highlight the issues.

ANALYSIS, INTERPRETATION AND INSIGHTS Consider: -The psychology of how online users think, feel, reason, and select between different channels (Twitter, Facebook, Digg, Delicious, YouTube). -The psychology of how the consumer is influenced by his or her environment (e.g., The Bystander effect, Paradox of Choice). - The behaviour of consumers while consuming multiple medias. - How Online users perceive themselves online and offline. www.theonlinecircle.com

WHAT ARE WE MONITORING? ANY PLACE WHERE THERE’S A CONVERSATION EVEN IF ITS NOT VISIBLE. www.theonlinecircle.com

Social Media Fragmentation This can mean different things, examples: a)Individual Product Managers executing unilaterally b)Passionate Consumers c)Brand activists and antagonists d)Competitive Sabotage 45

Social Media Centralisation Instead of allowing networks to evolve without direction, it pays to actively manage your network. We can now knit networks together to create productive individuals and smart communities. 46

ONE STRATEGY FOR EACH KEY SEGMENT 47 www.theonlinecircle.com

48 CRISIS PLANNING Think about: 1) Responding Defensively 2) Threatening 3) Fuelling 4) Hostile transference * www.theonlinecircle.com

49 SOCIAL MEDIA KNOWLEDGE IS POWER In 1980 you couldn’t control a consumer media crisis without pulling strings with journalists and reporters. You wouldn’t know where the crisis or next attack would come from. Now you are in the chair. You control. You own the information. You have risk mitigation at your finger. www.theonlinecircle.com

CRISIS PLANNING: PREPARE YOUR 50 COMPANY FOR SOCIAL MEDIA ATTACKS 1) Company critics and coordinated attacks. www.theonlinecircle.com

CRISIS PLANNING: PREPARE YOUR 51 COMPANY FOR SOCIAL MEDIA ATTACKS 2) Facebook Fan page brand-jacking and url-jacking is the new strategy for tree-huggers www.theonlinecircle.com

CRISIS PLANNING: PREPARE YOUR 52 COMPANY FOR SOCIAL MEDIA ATTACKS 3) Ownership disappears and sense of invisibility increases www.theonlinecircle.com

FORENSICS 53 Some characteristics of Internet attackers 1. Anonymity 2. Invisibility 3. No Stop/start communication 4. No authority 5. Voices in your head 6. An imaginary world www.theonlinecircle.com

FIGHTING BEHAVIOUR IN A CRISIS – 54 THE HOW-TO a) Accumulate Data b) Learn and discover the baseline. c) Don’t take decisions based on: -Individual opinions; -Glaring analysis -Personal opinions -Emotional outbursts -Moral and local leanings d) Try to talk but not to have the last word. www.theonlinecircle.com

INTEGRATED TALENTS IS GOOD www.theonlinecircle.com

ENGAGEMENT INTO ACTION -MORO BACKGROUND: Kiwi consumers took to Social Media sites to express their disapproval at Cadbury’s manufacturing and recipe changes . With production of Moro transferring to Australia a different approach was needed to protect the position of New Zealand’s 4th most popular chocolate bar. OBJECTIVE: Reduce negative online mentions involving the changes to the Moro bar. www.theonlinecircle.com

ENGAGEMENT INTO ACTION -MORO STRATEGY: Involve online consumers in the refinement of the Moro recipe. Consumers were invited to give feedback via an online survey hosted on Cadbury’s Community website, Choclovers. This positioned Cadbury as listening to it’s consumers. Passionate fans were invited to join the ‘Moro Bar Advisory Panel’, receive updated versions of the product and participate in surveys. Part of the strategy involved using Facebook and Twitter to recruit and cultivate panellists. OUTCOMES: This pro-active approach helped nullify online conversations and turn disillusioned consumers into brand advocates. The Moro Bar Advisory Panel was so successful TVNZ enquired about doing a story on the Advisory Panel. www.theonlinecircle.com

LOOKING FORWARD 1) Learning 2) Acting 3) Protecting www.theonlinecircle.com

ABC CHANNEL AUSTRALIA ON TWITTER www.theonlinecircle.com

WORKSAFE www.theonlinecircle.com

BE PREPARED BEFORE www.theonlinecircle.com

www.theonlinecircle.com

THANK YOU & ANY QUESTIONS? Email: lucio@theonlinecircle.com Twitter: www.twitter.com/lucio_ribeiro www.theonlinecircle.com www.online1984.com www.theonlinecircle.com

Digital Day Out New Zealand - TheOnlinecircle.com

by Lucio Ribeiro | The Online Circle on Nov 08, 2010

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Digital Day Out New Zealand - TheOnlinecircle.com — Presentation Transcript