Social media even in crisis is strategic

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Social media strategy in crisis

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Social media even in crisis is strategic

  1. 1. Strategic Social Media www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  2. 2. An Essential Understanding.The net wasn’t invented by business people anddoesn’t exist to help companies make money.It is entirely possible it could be used that waybut it doesn’t owe you anything.The question to ask is, “how are people (thepeople I need to reach, interact with and tellstories to) going to use this new power and howcan I help them achieve their goals? www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  3. 3. There’s a Lot Going On– and Tomorrow There’ll Be More. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 3
  4. 4. 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 Sabotagewww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 4
  5. 5. Social Media Centralisation Instead of allowing networks to evolvewithout direction, it paysto actively manage your network. We can now knit networks together to create productive individuals and smart communities. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 5
  6. 6. So, if Social Media is Strategic…How do we develop strategy?• We use data.• We analyse and interpret our audience.• We know and consider all available options.• We incorporate with Business strategy. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  7. 7. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 7
  8. 8. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 8
  9. 9. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 9
  10. 10. Social Media is strategicwww.theonlinecircle.com full-service interactive agency +61 3 9813 2141 10
  11. 11. Social Media Needs Farming not Hunting www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  12. 12. Farmers HuntersSocial Media Off Line – Mass MediaIndividuals CollectiveUsers are Active PassiveUsers are Brave ShyUsers Watch and Speak Out Watch and SleepAn Interactive Medium Essentially One WayAnonymity N / A (as not engaging)Driver’s Seat Passenger SeatSolitary CollectiveEasily access and influence their contacts Accessing and influencing takes more effortListening and Speaking Speaking and shoutingRepetition not always best www.theonlinecircle.com Repetition works full-service interactive agency +61 3 9813 2141
  13. 13. Farmers HuntersSocial Media Off Line – Mass MediaBuilding Relationships and Brand Building awareness and driving people to a buying decisionPull and Push (Philosophical) Push (Philosophical)Serving the consumer Serving the brand Tactical approach Tactical approachCreative for web Creative adapted for webBased on engagement and experience Based on visual and artContent Creation (volume and dynamic) Short ContentContent nimble, quick, conversational and Content largely locked in and staticresponsive www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  14. 14. Where online users look for their news. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  15. 15. Crisis happens to other brands too!http://www.facebook.com/GrilldBurgershttp://www.nandos.com.au/article.php?newsid=94&newspage=0 www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  16. 16. Crisis responseAddressing Crisis Online 1 – Reduce the number of channels that a response must pass through 2 – Reduce the amount of friction in each channel www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  17. 17. Crisis responsewww.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  18. 18. Social Media is strategic – even in Crisis One strategy rather than 100 tactics Uninformed Trolls Fraudsters Spectators (affected by bystander effect)Inform and convert Neutralise attention Empower, break and discourage Identify and bystander and give taking him out of Neutralise using fear them social the centre of validation to be attention active "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." "Can you provide a source for this...." NOT FOLLOW UPS www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 18
  19. 19. Next Steps – Using Social Media in Different departmentsManager’s Role – Typical Groundswell Appropriate Some MetricsDepartment Objective ApplicationsMarketing Talking and • Blogs • Awareness Communicating: • Community • Sales increase Converse with Websites (Facebook, • Share of voice customers. etc) • Share of attention Promote products, • Videos on user- • Share of heart services generated websites (Fundraising) and • More BrandR&D Listening: Gaining • Brand monitoring • Insights insights from • Product • Usable product customers and using monitoring ideas input in the • Communities • Increased speed of innovation process research development and Business • Innovation Intelligence Communities www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  20. 20. Next Steps – Using Social Media in Different departmentsManager’s Role – Typical Groundswell Appropriate Some MetricsDepartment Objective ApplicationsCustomer Support Enabling customers • Wikis • Numbers of to help one another • Support Forums members solve problems • Support Videos participating • Volume of questions answered online • Decreased volume of support callsSales Energising: • Social Networking • Sales Identifying powerful sites • Share of and enthusiastic • Brand Ambassador penetration consumers and programs • Share of Mind using them to • Communities influence others • Widgets www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
  21. 21. Strategic Social Media www.theonlinecircle.com www.theonlinecircle.com full-service interactive agency +61 3 9813 2141

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