Avoid Becoming Social Media Roadkill<br />Travis Murdock, vice president Edelman<br />
Vice president at Edelman<br />Past president for PRSA Silicon Valley<br />14 years PR and marketing experience<br />Clien...
Case Study: Killer Community<br />Situation:<br />Start-up with a fast-growing community<br />Small marketing and support ...
Case Study: Pay for Play<br />Situation:<br />Inadvertently offered to pay journalists for Tweets<br />Community responds ...
No Fake Friends<br />Social media is not a campaign, its your customer (blog)<br />Engagement takes years<br />Fight the u...
Public Engagement<br />“In a connected world, countries, governments and companies have character…how they do what they do...
Top-Down<br />Government<br />Employees<br />NGOs<br />Investors<br />Conversation<br />Talk<br />Consumers<br />Retailers...
Transparent Talking<br />Employees are your most credible source<br />Influencers are now your customers<br />
Authentic Conversations<br />Build real fans<br />Listen carefully<br />Develop a personality<br />
Strength Training<br />Use social media<br />Twitter<br />Facebook<br />Create or curate content<br />Share videos, blogs,...
Travis Murdock<br />Contact:<br />travis.murdock@edelman.com<br />Mobile - +1 650-740-6055<br />Twitter -@travismurdock<br...
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Avoid Becoming Social Media Roadkill

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Avoid Becoming Social Media Roadkill: Top Ways to Combat Negative Word of Mouth. In the Social Media Age, where a handful of bad Tweets can taint your brand, no company is immune from online brand critics. Presented by Travis Murdock

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  • Interdependent world – The Sphere of Cross InfluenceGraphic shows the new points of authority that have developed in the interdependent world. From Edelman Trust Barometer 2009. Employees and customers (95%) now rank as a CEO’s most important stakeholders when making decisions, followed by local community (84%) and society at large (83%). This is significantly ahead of shareholders (78%) and government (55%).No company works in isolation – especially in a world with social media.
  • Avoid Becoming Social Media Roadkill

    1. 1. Avoid Becoming Social Media Roadkill<br />Travis Murdock, vice president Edelman<br />
    2. 2. Vice president at Edelman<br />Past president for PRSA Silicon Valley<br />14 years PR and marketing experience<br />Clients in technology and non-profit organizations<br />Travis Murdock<br />
    3. 3. Case Study: Killer Community<br />Situation:<br />Start-up with a fast-growing community<br />Small marketing and support team<br />Company moves from free to paid service<br />Community is outraged<br />Solution:<br />Respond to each thread and conversation in 15 minutes<br />Identify dissatisfied members <br />Invite them to join Community Board <br />
    4. 4. Case Study: Pay for Play<br />Situation:<br />Inadvertently offered to pay journalists for Tweets<br />Community responds negatively online<br />Solution:<br />Executive promptly publishes apology<br />Each influencer is contacted by executive<br />Team responds to each Tweet with apology<br />With 48 hours bloggers had updated their stories with the apology<br />
    5. 5. No Fake Friends<br />Social media is not a campaign, its your customer (blog)<br />Engagement takes years<br />Fight the urge to get fake friends<br />Respond to every Tweet (slides)<br />Loic Le Meur, CEO Seesmic<br />
    6. 6.
    7. 7. Public Engagement<br />“In a connected world, countries, governments and companies have character…how they do what they do, how they keep promises, how they make decisions, how they engender trust…”<br />Thomas Friedman<br />
    8. 8. Top-Down<br />Government<br />Employees<br />NGOs<br />Investors<br />Conversation<br />Talk<br />Consumers<br />Retailers<br />Mainstream Media<br />Digital Media<br />Bottom-Up<br />Image credit: Edelman<br />
    9. 9. Transparent Talking<br />Employees are your most credible source<br />Influencers are now your customers<br />
    10. 10. Authentic Conversations<br />Build real fans<br />Listen carefully<br />Develop a personality<br />
    11. 11. Strength Training<br />Use social media<br />Twitter<br />Facebook<br />Create or curate content<br />Share videos, blogs, photos <br />Curate the best of the web and share with followers<br />“When your content runs out, so does your social media audience,” said Paul Dunay.<br />
    12. 12. Travis Murdock<br />Contact:<br />travis.murdock@edelman.com<br />Mobile - +1 650-740-6055<br />Twitter -@travismurdock<br />Blog - http://blog.travismurdock.com<br />LinkedIn<br />

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