Intro: Susan talked about traditional media….but I’m going to be talking about social media…a growing part of our everyday lives. In crisis situations…when speed counts, social media is critically important for getting your word out, managing ongoing situations and most importantly, learning from and engaging with your audience.
So what is Social Media? 1) Communication: Blogs Blogger, Wordpress micro-blogs Twitter,, Tumblr social networks, Facebook, myspace, bebo Linked In 2) Collaboration: Wikis: Wikipedia social bookmarking: delicious, Stumble upon social news: Digg, Mixx 3) Multimedia: photography (photobucket, flickr), video (youtube, vimeo), livecasts (ustream, Justin.tv), music (last.fm, hypemachine) 4) Reviews and Opinions: products (epinions), business (yelp), community Q&A (Yahoo!, WIkiAnswers) 5) Entertainment: Second Life, video games (World of Warcraft) It’s everywhere and that’s why this video is so important.
Show video… So as you can see this video reinforces that, although we adapt and platforms will change, Social Media is here to stay and that’s why we need to know how to use it in crisis situations.
Things to keep in mind about current trends in social media… 1) Lighting Fast Word of Mouth 2) Ultra-transparency 3) Interaction, dialogue > message delivery 4) Search Engine Reputation
1) Lighting Fast Word of Mouth: bad news spreads faster than ever. Respond in a matter of hours (within 24 hours is advised) not days. Know your team. Usernames and passwords should be in the crisis plan. Use tools like Ping.fm to update more than one site at once. Media should have knowledge of these sites and be given a list upon communication following the initial crisis.
It’s on YouTube be sure to check it out – United Breaks Guitars.
2) Ultra-transparency: there are no secrets anymore. Assume nothing can hide forever. Any person can turn something good into something bad, quickly. For Domino’s Pizza’s sake, two employees who didn’t have the brand’s best interest at heart, turned a company with a good reputation into just the opposite overnight.
Transparency builds trust…but a lack of oversight on employees can make things too transparent and cause serious problems. Take Domino’s for example. This video received millions of views in a short time…and that takes us to interaction and dialogue.
Domino’s President Patrick Doyle issued a video, although it took a couple days, through YouTube creating a dialogue and inviting customers into the conversation. The press release and one-way communication is no longer effective. Patick’s response had a personal feel to it…It offered a positive response to a negative video. But unfortunately for Domino’s, this dirty dirty video is now a big part of search engine results…which takes us to search engine reputation:
A simple search on google, of Domino’s Pizza, reveals that nasty video… the big problem is that it’s difficult to “dislodge” the video from the search results. Also, the search engines are now incorporating “universal search” – which means up to the minute results of what people are saying, not only in traditional media, but on sites like Twitter…
How many of you are on Twitter? How many of you are on Twitter right now? Well you should all be on tweeting back to colleagues from wherever you came telling them about how much great information you are about to learn.
Lots of monitoring tools exist out there…
BP Oil Spill on Twitter… fake account with 100,000+ followers… top in search results.
The problem is…lots of people think this is their actual page…and that their just really making fun of the situation.
Many of today’s consumers get their information in real time…this can lead to big rewards for organizations that learn how to use social media effectively…by attracting the audience, earning its trust and communicating continuously through good times and bad. You don’t have to panic and think you have to do this all yourself…there are plenty of social media experts out there, just make sure they know what they are talking about!!! If You’d like a copy of the slide, come see me after and let’s exchange business cards.
What is Social Media ? <ul><ul><ul><li>1) Communication: Blogs, micro-blogs, social networks </li></ul></ul></ul><ul><ul><ul><li>2) Collaboration: Wikis, social bookmarking, social news </li></ul></ul></ul><ul><ul><ul><li>3) Multimedia: photography, video, podcasts, music </li></ul></ul></ul><ul><ul><ul><li>4) Reviews and Opinions: products, business, community </li></ul></ul></ul><ul><ul><ul><li>5) Entertainment: Second Life, video games </li></ul></ul></ul>
Crisis Management Trends in Social Media : <ul><li>1) Lighting Fast Word of Mouth </li></ul><ul><li>2) Ultra-transparency </li></ul><ul><li>3) Interaction, dialogue > message delivery </li></ul><ul><li>4) Search Engine Reputation </li></ul>
Hope for the best … … prepare for the worst. <ul><li>Social Media Crisis Management </li></ul><ul><li>1) Observe and Monitor </li></ul><ul><li>2) Research </li></ul><ul><li>3) Be Prepared </li></ul><ul><li>4) Respond </li></ul><ul><li>5) Promote </li></ul>
1) Observe and Monitor <ul><ul><li>* Establish social media monitoring to compliment existing reports. </li></ul></ul><ul><ul><li>* Reports include analysis of discussion and hits across multiple social media platforms. </li></ul></ul>
2) Research <ul><ul><li>* Create an influencer map to know who you can turn to in order to get your message out quickly and efficiently. </li></ul></ul><ul><ul><li>* Execute campaigns that bring you closer to these influencers (random gifts, contests, asking for advice). </li></ul></ul>
3) Be Prepared <ul><li>* Develop crisis messaging, use with social media. </li></ul><ul><li>* Train staff to utilize social media. </li></ul><ul><li>* Make sure everyone on the crisis team has usernames and passwords to social media sites. </li></ul>
4) Respond <ul><li>* Develop your voice and distribute it to channels via a blog, Twitter handle, YouTube (Domino’s) etc. </li></ul><ul><li>* Update regularly. </li></ul><ul><li>* Use video to portray the human element. </li></ul><ul><li>* Don’t lose control of your message (BP Oil Spill). </li></ul>
5) Promote <ul><li>* explore creating or leveraging advertising via targeted Google AdWords or Facebook Ads etc. </li></ul><ul><li>* Identify responses and work with PR/marketing team to spread messaging </li></ul><ul><li>* Use multimedia to tell your story different ways </li></ul>
In conclusion … <ul><li>Authenticity = credibility </li></ul><ul><li>Credibility = loyalty </li></ul><ul><li>Loyalty = influence </li></ul><ul><li>And that’s social media. </li></ul>
Where to find us: Tellem Worldwide, Inc. 310-313-3444 www.tellem.com Dan Grody [email_address] Twitter: @Tellem