PLAYTIME IS OVERMalene Munkebo, Senior Account ManagerHill & Knowlton Copenhagen                                         1
LISTENING MATTERS
PEOPLE MATTER
CONNECTIONS MATTER
GOOD MANNERS MATTER
CONTENT MATTERS
SEARCH MATTERS                 8
PERSPECTIVE MATTERS                      9
TECHNOLOGY MATTERS
EQUIPPING THEFRONT LINEGetting your share of voice with the right voice                                                   11
TRAINING DIGITALSPOKESPEOPLE• The Corporate Digital Strategy and the Corporate Communication Strategy• Agenda Setting• Wha...
THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?                       ...
THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?• Social media is not a...
THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?• Social media is not a...
THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?• Social media is not a...
MESSAGE CALENDAR               Q1                    Q2                   Q3                        Q4           Green IT ...
AGENDA SETTING                 18
WHAT IS THEMOTIVATION OF THECOMMUNITY• Your users are people just like you and me• Communities built by brands need to eme...
20
PEOPLE ARE ATTRACTED TO OTHERPEOPLE AND WANT TO ATTRACTOTHERS THEMSELVES.– GIVE THE USERS AN OPPORTUNITY TOENHANCE THEIR O...
INTERACTING WITHUSERS• Don’t assume this common misconception:  “If we build it, they will come.”• To which degree do you ...
UNIFORMITY OFTONE OF VOICE• Tone of voice is paramount, the tone of  voice can retain people or make them go  elsewhere.• ...
PREEMPTIVE CRISISMANAGEMENT• How effective is your current monitoring?• Do I have sufficient policies in place to guide th...
FIRST PRINCIPLES                Knowing…                What you              need to say &                  when      Who...
BASIC PRINCIPLESFOR EFFECTIVEDIGITALCRISISMANAGEMENT
BECAUSE THERE WILL BE CRASH LANDINGS…
BASICS IN DIGITALCRISIS MANAGEMENT
LESS IS ONLY MORE IFYOU THINK YOU CANDO MORE WITH LESS!                   29
Hkd2 cph malene_munkebo
Hkd2 cph malene_munkebo
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Hkd2 cph malene_munkebo

  1. 1. PLAYTIME IS OVERMalene Munkebo, Senior Account ManagerHill & Knowlton Copenhagen 1
  2. 2. LISTENING MATTERS
  3. 3. PEOPLE MATTER
  4. 4. CONNECTIONS MATTER
  5. 5. GOOD MANNERS MATTER
  6. 6. CONTENT MATTERS
  7. 7. SEARCH MATTERS 8
  8. 8. PERSPECTIVE MATTERS 9
  9. 9. TECHNOLOGY MATTERS
  10. 10. EQUIPPING THEFRONT LINEGetting your share of voice with the right voice 11
  11. 11. TRAINING DIGITALSPOKESPEOPLE• The Corporate Digital Strategy and the Corporate Communication Strategy• Agenda Setting• What is the motivation of the community• Tone of voice and language guidelines• Interacting with users• Preemptive crisis management• Crisis management 12
  12. 12. THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be? 13
  13. 13. THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?• Social media is not a goal in itself, it is a process and a means to an end, Question: do you have the long term commitment to uphold a social media profile? 14
  14. 14. THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?• Social media is not a goal in itself, it is a process and a means to an end, Question: do you have the long term commitment to uphold a social media profile?• Your digital strategy is a vital part of your corporate communications strategy therefore your social media frontline staff, community manager or digital specialist must be aware and be able to translate your overall strategy into a digital strategy 15
  15. 15. THE DIGITAL, THE CORPORATEAND THE MESSAGE• Is the social media space the right place for you to be?• Social media is not a goal in itself, it is a process and a means to an end, Question: do you have the long term commitment to uphold a social media profile?• Your digital strategy is a vital part of your corporate communications strategy therefore your social media frontline staff, community manager or digital specialist must be aware and be able to translate your overall strategy into a digital strategy• In order to create synergy between your communication channels and enhance your position, build a message calendar and a content distribution model for digital which ties into your corporate activities and can include pre and post launch campaigns as well as the key messages you will work with. 16
  16. 16. MESSAGE CALENDAR Q1 Q2 Q3 Q4 Green IT Cloud Computing Virtualization Security Cloud Computing Security March: CeBIT IDC Regional EventsJanuary: CES May: Launch
  17. 17. AGENDA SETTING 18
  18. 18. WHAT IS THEMOTIVATION OF THECOMMUNITY• Your users are people just like you and me• Communities built by brands need to emerge from a specific need or connection• Brand Generated Content is simply a digital asset created to help boost the brand story• The more targeted and worthy the content, the quicker it will “spread”• Content is still king and should be useful, educational, funny, witty, intriguing.• Question: how often do you share Brand Generated Content … honestly?• Remember the “whats in it for me” principle. 19
  19. 19. 20
  20. 20. PEOPLE ARE ATTRACTED TO OTHERPEOPLE AND WANT TO ATTRACTOTHERS THEMSELVES.– GIVE THE USERS AN OPPORTUNITY TOENHANCE THEIR OWN PERSONALBRAND AS WELL AS YOURS. 21
  21. 21. INTERACTING WITHUSERS• Don’t assume this common misconception: “If we build it, they will come.”• To which degree do you want to interact with users?• How do you deal with criticism or negative comments?• The best spent time is time getting to know your users and find out what they really like about your company and grow the presence organically.• Be available within reason, provide content and answer questions – this way you will ensure user retention and will be able to catch and deal with a crisis before it happens. 22
  22. 22. UNIFORMITY OFTONE OF VOICE• Tone of voice is paramount, the tone of voice can retain people or make them go elsewhere.• Training for tone of voice is important because:1. For multinationals it ensures even tone and language globally2. Making sure that the company tone of voice and key messages are expressed3. A consistent tone of voice offers security for your user and authority for you.4. In case of community managers absence or leave (sickness, leave, new job etc). 23
  23. 23. PREEMPTIVE CRISISMANAGEMENT• How effective is your current monitoring?• Do I have sufficient policies in place to guide the behavior of my employees?• Does your current response structure support the need for speed and transparency?• When and how should you engage “influencers”?• Are my on- and offline spokespeople trained to deal with a crisis?• How do we ensure that we can act fast with preemptive measures in a crisis situation?• Is our digital response tied to our crisis “first principles”? 24
  24. 24. FIRST PRINCIPLES Knowing… What you need to say & when Who you Via the most need to say appropriate it to & why channels
  25. 25. BASIC PRINCIPLESFOR EFFECTIVEDIGITALCRISISMANAGEMENT
  26. 26. BECAUSE THERE WILL BE CRASH LANDINGS…
  27. 27. BASICS IN DIGITALCRISIS MANAGEMENT
  28. 28. LESS IS ONLY MORE IFYOU THINK YOU CANDO MORE WITH LESS! 29

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