Red Alert #SMMUCLA

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Red Alert #SMMUCLA

  1. 1. KADE DWORKINChief Crisis Officer @kadedworkin kade@redalertsocialmedia.com
  2. 2. WARNING!!!! I AM GOING TO HURT YOUR BRAIN!RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  3. 3. HOW THIS IS GOING DOWN 120 SLIDES X 15 SECONDS PER SLIDE = 30 MINUTES OF AWESOME 7 TOPICS 26 DIFFERENT REAL INTERACTIONSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  4. 4. THE BURNING QUESTION YES, THE SLIDES WILL BE MADE AVAILABLE. VIDEO WILL BE AVAILABLE EARLY NEXT WEEK. *SPECIAL THANKS TO SATARII FOR SHIPPING MY SWIVL EARLY.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  5. 5. 15 SECONDS ABOUT KADE B.S. IN MARKETING M.S. IN INFORMATION MANAGEMENT FOUNDING MEMBER ASTON VILLA FANRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  6. 6. PREVIOUS CLIENTS & EMPLOYERSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  7. 7. MENTORS GARY VAYNERCHUK JAY BAER OLIVIER BLANCHARD @garyvee @jaybaer @thebrandbuilderRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  8. 8. HUMANIZING LOGOS Return to small town tactics Logos must become “MORE HUMAN” Logos can scale and survive longer than individuals canRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  9. 9. BUILDING SOCIAL BUSINESSES Businesses must change to handle new workforce and the current business environment. Real time business is going to become another battlefield companies have to fight in order to remain relevant to their customers.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  10. 10. QUESTION OF ROI All business is P2P Social Media is a force multiplier Redistribution of resources requires that a return on that investment be made at or above the return that previously was being experienced.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  11. 11. WHAT’S THE ROI OF YOUR MOTHER?RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  12. 12. DON’T DO SOCIAL TO BE GOOD AT SOCIAL. DO SOCIAL TO BE GOOD AT BUSINESS.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) tojosan on Flickr #SMMUCLA
  13. 13. THE INTERN QUESTION YOU’RE JOKING, RIGHT?RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (c) Brian Solis #SMMUCLA
  14. 14. SOCIAL DOESN’T SLEEP ARE YOU LISTENING AROUND THE CLOCK? TAKING PART IN THE CONVERSATION?RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  15. 15. 8 PRIMARY CONTENT TYPES • DIRECT QUESTION • OPEN ENDED QUESTION • DECLARATIVE STATEMENT • FILL IN THE BLANK • THIS OR THAT • POLL • PHOTO • STREAMED MEDIA (AUDIO/VIDEO)RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  16. 16. 9 PRIMARY CONTEXT TYPES •PRODUCT •SELF-IDENTIFICATION •SERVICE •WHO IS AROUND •EXPECTATIONS •USAGE/MISUSAGE •RITUALS •NOSTALGIA •PERCEPTIONRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  17. 17. GOLDEN TRIANGLE OF SOCIAL AUDIENCE ENGAGEMENT CONVERSIONRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  18. 18. 9:1 SOCIAL’S GOLDEN RATIO COMMUNITY ASK THAT BUILDING POSTS BENEFITS YOURED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  19. 19. BRANDED STATUS UNITS TV Shows of social media How do you know when your favorite TV show is on? Use consistency to build a regular audience.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  20. 20. BSUs IN PRACTICE FB: Cap’n’s Conundrum - This or That Cap’n’s Log - Personal Diary Twitter: Cap’n’s Query - Daily back-of-the-box style trivia question @ 11A ETRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  21. 21. SHOCK AND AWE DO THE UNEXPECTED AND AWESOMERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  22. 22. MAPPING CUSTOMER ACQUISITIONRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  23. 23. The biggest social media opportunity is the exact opposite of push marketing: MAP CUSTOMER RETENTION & RAISE LIFETIME VALUERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  24. 24. RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  25. 25. WHAT IS CES? The worlds largest consumer technology trade show.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  26. 26. WHY TWITTER ONLY? Public Twitter accounts are known to be public by their users.* *Avoids the creepy factor. Objective was to be real time and relevant. FB while useful doesn’t have the timeliness that an @ reply does.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  27. 27. HOW WE COVERED CES2011 •HAVE SOMEONE ON LOCATION DURING PREPARATION •COMPILE AN OBSCENE AMOUNT OF RESEARCH INFORMATIONRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  28. 28. HOW WE COVERED CES2011 •6 SOCIAL MEDIA COMMUNITY MANAGERS (LAS VEGAS AND NYC) •8-12 HOUR SHIFTS == 20 HOURS TOTAL COVERAGE •8 PROPERTIES’ TWITTER ACCOUNTSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  29. 29. @JESSINSCOTLAND Freeee in Vegas at last!!! Thank you #Greyhound for being sketchy, dirty, and efficient! :) #CES @JessInScotland Welcome to Las Vegas. We hope youll have a great time here. @ParisVegas why thank you very much, how sweet! Any good parties at Paris to look out for? :) #CESRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  30. 30. @JESSINSCOTLAND @JessInScotland The Women in CE 2nd Annual Legacy Award Networking Reception is tomorrow at 7-9pm [link] @ParisVegas oh super, thanks for the heads up! Hope youre enjoying the madness!RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  31. 31. @LINKEDINQUEEN In #vegas for #CES. Where is the best Vegas buffet? @LinkedInQueen Were a little biased, but we have two great ones! @RioVegas here we come on the free shuttle from Ballys to your place. Which buffet should we do?RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  32. 32. @LINKEDINQUEEN @RioVegas just stepped off the bus and coming to find ur buffet cuz of ur tweets (@ Rio All Suite Hotel & Casino) http://4sq.com/hYF9XT @LinkedInQueen Either buffet is great! If you like seafood, go for The Village Seafood Buffet, but you really cant go wrong.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  33. 33. @SUSANBRATTON Ceasars is responding via social media to all the 100,000 people at CES Tweeting about where to stay, where to eat. Opportunistic, smart. @SusanBratton Thanks for noticing our efforts! Weve got a great team of people here working hard to deliver superior customer service.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  34. 34. @DAVEBONDS Alright, Im going to Paris and taking the lift to the top. Whos with me? #ces @davebonds Enjoy the view! Also, as a heads up, were running a Buy One Get One Free deal on Facebook Places for Eiffel Tower Ride Passes. Current status: Thanks @parisvegas! http://plixi.com/p/68837870RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  35. 35. @DAVEBONDS @davebonds Love the photo, thanks for sharing! Any other plans for the night or tomorrow? @ParisVegas Leaving tomorrow, but this casino has been my favorite. Ill be coming back to stay soon... Thanks! @davebonds Youre quite welcome, so glad youve enjoyed your experience here! Thanks for sharing!RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  36. 36. @DAVEBONDS @ParisVegas Although.. what would you suggest for tonight? @davebonds Tonight? How about a foursquare special? 2 for 1 drinks at the Heart Bar at @PHVegas! Just have to check in & show the server.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  37. 37. @DAVEBONDS Checking in .../cc @parisvegas (@ Heart Bar) http://4sq.com/ hrXG2d @davebonds Glad to see you took advantage of the 4SQ deal last night! Hope you had a safe trip home! If you havent left yet, safe travels!RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  38. 38. @DEWALT Why didnt anyone tell me they do a live version of The Price Is Right on stage at Ballys? Plinko, here I come! #CES11 @dewalt The next show begins 2:30, tomorrow! To reserve tickets online, go here: http://cot.ag/fxIgVi - good luck! Wow, Ballys has great social media PR RT @BallysVegas: @dewalt The next show begins 2:30, tomorrow! To reserve tickets http://cot.ag/fxIgVi @dewalt Thank you David, but Plinko sells itself!RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  39. 39. @SYNERGISTICFX Taxi line at the Hilton is over 150 ppl deep. Taking the monorail for the first time in Vegas #CES @SynergisticFX The monorail is a great way to relax and get where youd like to go. Hope you enjoy the ride. @ImperialPalace Good way to go when taxis aint happening. Will be riding it tomorrowto #CES as wellRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  40. 40. @SYNERGISTICFX @ImperialPalace seriously saved my nerves and sanity these past few days @SynergisticFX Were very happy to hear that, Kevin. Let us know if we can help you find anything else that will enhance your time here.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  41. 41. @JEREMYKRALL CES is ending for us, but it was a great success and awesome to see all the new gadgets up close. Exhausted and happy to be headed home! @JeremyKrall Thanks for coming out to the show, Jeremy. Safe travels!RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  42. 42. @JEREMYKRALL @FlamingoVegas your social savvy makes me want to stay there next time. I hope the hotel matches up to your tech!! ;) Thanks for having us @JeremyKrall Wed love to have you stay with us when you next visit Las Vegas.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  43. 43. RESULTS DOUBLE DIGIT % GROWTH YoY IN: GAMING REVENUES FOOT TRAFFIC RESTAURANT REVENUES OVER 250 FB & 4SQ DEAL REDEMPTIONS **A GUEST LEFT THE WYNN AND CHECKED IN TO CAESARS PALACERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  44. 44. TWITTER LISTENING AT MAJOR EVENTS AROUND YOUR COMPANY OR INDUSTRY IS A GREAT WAY TO INTERACT WITH CURRENT AND POTENTIAL CUSTOMERS.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  45. 45. CAP’N HORATIO MAGELLAN CRUNCHRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  46. 46. MARKETING RESTRICTIONS •Can’t market to kids •Age gate set at 18 on Facebook page •Can’t repost old TV ads •Can’t make reference to the drug culture around the cereal •Can’t mention Bieber • (his favorite cereal is Peanut Butter Cap’n Crunch)RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  47. 47. BREATHING LIFE BACK INTO CAP No national TV ads since 1991 Remind people of their love for Cap’n Easiest solution CAP’N WAS LOST AT SEA First objective: ADDRESS DISCONTINUATION RUMORRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  48. 48. CANCELLATION RUMORSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  49. 49. CANCELLATION RUMORSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  50. 50. NOSTALGIA IS KEY While we couldn’t market to kids directly, we could market to the kids who were previously marketed to. They are now adults and likely have kids of their own.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  51. 51. CAP’N CRUNCH POSTS 5022 Responses 100 Comments 12.27% Feedback RatingRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  52. 52. WHY IT WORKED FB Questions was new and very heavily weighted in Edgerank. One click response. Enough of people’s friends answered that they felt social pressure to answerRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  53. 53. CAP’N CRUNCH POSTS 450 Likes 76 Comments More than 75,000 appearances inside FB Newsfeeds (35.5K fans)RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  54. 54. WHY IT WORKED Direct ask. “Click LIKE if” on an obviously true statement for fans of page. One click response.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  55. 55. CAP’N CRUNCH POSTS 115 Likes 111 Comments More than 59,000 appearances inside FB Newsfeeds (40K Fans)RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  56. 56. WHY IT WORKED Binary choice. Ambiguous context. Grocery store shelf model: Large visual takes up more space and increases likelihood of people noticing in Newsfeed.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  57. 57. CAP’N GOES RETRO VIA SOCIAL Partnership with Target to release a limited number of boxes with the 1967 design. Only promotion happened on Cap’n’s Facebook Page.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  58. 58. CAP’N CRUNCH RETRO LAUNCH 416 Likes 106 Comments More than 115,000 appearances inside FB NewsfeedsRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  59. 59. CAP’N CRUNCH RETRO LAUNCH INDIVIDUAL IMAGES TOTAL: 140 Likes 75 CommentsRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  60. 60. RETRO LAUNCH RESULTS 737 Comments + Likes 258,000+ Impressions Reports of sellouts as early as 3 days after end cap placement 100% sold out 10 days ahead of scheduleRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  61. 61. FIRST 5 MONTH RESULTS 42280 Page Likes 2,853,588 Impressions on Posts 8075 Post likes 7590 Comments on PostsRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  62. 62. CONTENT THAT BUILDS COMMUNITY AND HAS NO CLEAR SALES PROPOSITION IS GOOD FOR YOUR BRAND. COMMUNITY FOCUSED CONTENT PROVIDES THE SOCIAL CAPITAL TO ASK FOR A SALE WHEN IT REALLY MATTERS.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  63. 63. REGULATED INDUSTRIES PHARMACEUTICALS HEALTHCARE FINANCIAL INDUSTRIESRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  64. 64. 4 EXPERIENCES IN THIS SPACE UNDISCLOSED PHARMACEUTICAL MANUFACTURERRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  65. 65. AGENCIES WATCHING THESE COS. •Federal Trade Commission •Food and Drug Administration •Federal Communications Commission •Department of Insurance •Numerous other state and federal authoritiesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  66. 66. FIGHTING THE CURRENT PACERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) Raphael Quinet - Flickr #SMMUCLA
  67. 67. GAIN TRUST THROUGH EXPERIENCERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) Kid Cowboy - Flickr #SMMUCLA
  68. 68. LEVERAGE EXISTING MARKETINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) ktpupp - Flickr #SMMUCLA
  69. 69. CROSS POSTING IS KEYRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) monsterpants - Flickr #SMMUCLA
  70. 70. FIND SECOND DEGREE CONNECTIONSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) alles-schlumpf - Flickr #SMMUCLA
  71. 71. CONTENT SCHEDULERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) Duane Mendoza - Flickr #SMMUCLA
  72. 72. CONTENT VAULTINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) mental.masala- Flickr #SMMUCLA
  73. 73. REGULAR REVIEW MEETINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) bade_md - Flickr #SMMUCLA
  74. 74. SPIN PRE-APPROVED CONTENTRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  75. 75. REUSE APPROVED RESPONSESRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) epsos.de - Flickr #SMMUCLA
  76. 76. BE A 3 YEAR OLDRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) .imelda - Flickr #SMMUCLA
  77. 77. FORCE THEM INTO SUBMISSIONRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) superwebdeveloper - Flickr #SMMUCLA
  78. 78. GO ROGUERED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  79. 79. EVEN REGULATED INDUSTRIES CAN GET INVOLVED IN SOCIAL MEDIA. SET THE RIGHT GOALS AND UNDERSTAND THE BRAND WILL NOT BE THE MOST ENGAGING BRAND ON SOCIAL MEDIA.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  80. 80. SOCIAL WILL THROW OPPORTUNITIES IN YOUR FACE WHEN YOU LEAST EXPECT THEM.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  81. 81. DO FIRST. INFORM & APOLOGIZE LATER EXECUTE IN THE SPIRIT OF THE BRAND.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  82. 82. PLAY OFF BRAND HISTORYRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  83. 83. @FINALLEVEL (RAPPER ICE T) 2:40PM 2:55PMRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  84. 84. @FINALLEVEL (RAPPER ICE T) 2:59PMRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  85. 85. @LAWRE @CaesarsPalace Like all my nights in Vegas - GREAT. For a photo op Im at machine 156002 in the Forum (Lord of the Rings). Ping the floor! @larwe Just made the call down to the team. Theyre paying out a jackpot now so it may be a little while until someone gets over to you. @CaesarsPalace Hey, you really did! Thanks to that nice lady JoAnne :) nice customer service, guys! Wish I wasnt leaving tomorrow :(RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  86. 86. @EMMYCIC 5:27PMRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  87. 87. @EMMYCIC 5:38PMRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  88. 88. @EMMYCIC 5:40PMRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  89. 89. @EMMYCIC 6:38PMRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  90. 90. AMPLIFYING VIRAL CONTENT ABC Warehouse May 3, 2012: 9,865 fans 782 talking about pageRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  91. 91. AMPLIFYING VIRAL CONTENT Pinned post & Sponsored Story May 3-10 11,044 fans (+1179, 11% inc.) 2,724 talking about pageRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  92. 92. HASHTAG HIJACKING DEFINED Hashtag Hijacking: The act of a brand or individual who is unrelated to the origination of a hashtag “stealing” the engagement around it for their own purposes. Can be done with both naturally trending or promoted terms.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  93. 93. HIJACKING #MYFAVOURITECAPTAINS Evening of JUNE 9, 2011 #MYFAVOURITECAPTAINS is used as a marketing technique in the U.K. for “PIRATES OF THE CARIBBEAN: ON STRANGER TIDES” JUNE 10, 2011 AT 7AM ET I HIJACKED IT.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  94. 94. HASHTAG HIJACKINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  95. 95. HASHTAG HIJACKINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  96. 96. HASHTAG HIJACKINGRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  97. 97. TWITTER JAIL 2x 90minsRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin (cc) Derekskey on Flickr #SMMUCLA
  98. 98. HASHTAG HIJACKING: RESULTSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  99. 99. HASHTAG HIJACKING: RESULTS FIRST 36 HOURS AFTER HIJACKING: •381 TWEETS SENT •315 REPLIES RECEIVED INCLUDING @REALCAPNCRUNCH •5.3% INCREASE IN FOLLOWER NUMBERRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  100. 100. SHOCK AND AWE: BRISK INSTAGRAM + #BRISKPIC SXSW2011 = 10,000 CANS No promises were made to photographers after being selected.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  101. 101. JUMP AT OPPORTUNITIES TO DO GREAT SOCIAL MEDIA ACTIVITIES WHEN THE RIGHT OPPORTUNITY PRESENTS ITSELF.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  102. 102. CRISIS AT KUSA IN DENVER FEBRUARY 8TH, 2012RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  103. 103. MAX BITES KYLE DYER ON AIRRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  104. 104. INITIAL REACTION 113 Likes 498 Comments 7:02 AM 38 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  105. 105. INITIAL REACTION COMMENTS CONTAINED: • Concerns for Kyle • Concerns for Max, the dog, and Michael, Max’s owner • Questions on what was going to happen next • Blame for Kyle, Max and Michael • Prejudice against Pitbulls • Demands that KUSA pay Denver’s automatic dog bite fineRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  106. 106. CRISIS COMMUNICATION 3 STORY TYPES: •COMPANY •LEGAL •PERSONAL *Helpful to release content on a regular schedule.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  107. 107. COMPANY STORY 1:11PM Short letter written by VP 354 Likes 233 Comments 26 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  108. 108. LEGAL OBLIGATIONS 2:12PM 194 Likes 254 Comments 19 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  109. 109. PERSONAL STORY Additional posts on an hourly basis regarding the facts of the situation 5:11PM Personal note from Kyle’s co-anchor of 15 years 984 Likes 499 Comments 36 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  110. 110. RESOLUTION FEB 9, 2012 12:31PM 257 Likes 197 Comments 25 SharesRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  111. 111. AFTERMATH FEBRUARY 10-12TH, KUSA did not receive a single additional post or comment about the crisis on their page.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  112. 112. AFTERMATH “We appreciate your efforts today to help us manage our difficult story.   Managing a reputation is not easy but having your expertise at Gannett Local certainly made the process better.  Your insights, thoughts and suggestions were most helpful and I wanted you to know just how much we appreciated your time and teamwork in helping us.  Thank you. Best regards, Mark A. Cornetta President & General Manager KUSA-TV/KTVD-TV”RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  113. 113. WHY I LOVE CRISIS EVENTSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  114. 114. DOCS EVERY COMPANY SHOULD HAVE SOCIAL MEDIA POLICY SOCIAL MEDIA EMERGENCY RESPONSE PLANRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  115. 115. TYPES OF CRISES •Executive Issues •Non-Executive Employee Issues •Governmental Issues •Service Failure •Product FailureRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  116. 116. TYPES OF CRISES •Marketing Missteps •Compromised Facility •Compromised Data •Company Decisions •OtherRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  117. 117. CURRENT CRISIS MANAGEMENT THINKS SOCIAL MEDIA IS ALL ABOUT PEOPLE LAUNCHING ATTACKS AGAINST THEIR CLIENTS.RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  118. 118. REDALERT S O C I A L M E D I ARED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  119. 119. CRISIS MANAGEMENT AT THE SPEED OF SOCIAL MEDIARED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  120. 120. OFFERINGSRED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA
  121. 121. CONTACT INFO + URL http://redalertsocialmedia.com/ucla   Download the deck, watch the video + access to Content Camp talk Kade Dworkin kade@redalertsocialmedia.com 877-427-2599RED ALERT SOCIAL MEDIAKADE DWORKIN @kadedworkin #SMMUCLA

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