Brands are not used to being open; they’re usedto being in control. Old-style marketing was easy– you push out a message to millions of people(through TV or radio) and you’re done.Because a lot of executives often are notpersonally active on social networking sites andmicroblogs, they lack full knowledge of the innerworkings.The negative press some companies are gettingfor portraits the wrong approach to social mediaand you start seeing the lack of trust in theeffectiveness of social media.
Conversations arehappening onlinewith or without you.
Top Amex’s Social Conversation‘Oh, my gosh, I just got my Gold Card arrived!’
“We didn’t have a strong agenda.I wanted us to listen, watch, and learn what people were interested in, andthen serve up the appropriate content.The community shaped our strategy. It’s to build long-standing relationships with customers and partners.” John Hayes, CMO, American Express
Whether or not we should hire an agency? “We don’t have agencies helping us here— something I initially was questioned about, because it’s easier to outsource. But my view was to have us living and breathing this stuff.” Leslie Berland, SVP Digital Partnership & Developement American Express
What do you answer when a customersay ‘I’m having an issue.’ online? “Set up a small team of dedicated customer-service representatives in consisting of social-media-savvy employees who had already been trained to correspond with customers via e-mail.” Leslie Berland, SVP Digital Partnership & Developement American Express
Do we need to run Social Media strategyas we run Business Units? “You can imagine that everyone wanted a Facebook presence. But this implied that we ran the risk of fragmenting our cardmember community.Now everyone gets to beneﬁt from the 2.7 million “Likes” that we have on Facebook.” Leslie Berland, SVP Digital Partnership & Developement American Express
“We were trying to go where our cardmembers are and provide them with an awesome experience.”Luke Gebb, VP Global Marketing Capabilities - American Express
“The aftermath of Haiti earthquake, we then realized the power of that channel to connect with media, and how this would change the way that we publicize news.”Leslie Berland, SVP Digital Partnership & Developement - American Express
Situation TimelineBP offshore drilling - Deep Horizon exploded, killed 11 andinjured 17 of its workersOil has been spilling out into the ocean for few months beforeﬁnally cappedBP’s inefﬁciency to stop spill and blaming other parties fueled theincidentCEO’s insensitive comments about the amount of oil being ‘tiny’Worst, his remark that he ‘would like his life back’ from crisis
BP has failed to harness its social media. V.S.Faith Fact
Don’t blind yourself.People love negative sentiments when crisis happened.
Lesson LearnedWhat BP has done right? 1. Update its social media platformWhat BP has not done right? 1. Did not build up a strong loyal base at the ﬁrst place 2. Failure to engage with fans/followers in crisis 3. Ignore to cease or respond to negative comments 4. No team in place 24/7
Recommendation1. Involvement : network/community numbers/quality, timespent, frequency, geography2. Interaction : read, post, comment, reviews, recommendations3. Intimacy : affection or aversion to the brand ; communitysentiments, opinions expressed etc4. Inﬂuence : advocacy, viral forwards, referrals andrecommendations, social bookmarkingSource: adapted from Hamill (2010)
Lesson Learned Past. News broadcaster set the message ﬁrst, people then tweeted. Present.People tweeted ﬁrst, then news broadcaster picked up to report.
It’s easier to forgive a friend than a stranger.
“Many business executives still dont understand how to leverage it for their organizations, large or small. Theyre too focused on the talking, and not focused enough on the listening.” Dave Kerpen CEO, Likeable Local, NY Times Best-Selling Author & Keynote Speakerhttp://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
No Vegas hotel could be worth this long wait. Over an hour to checkin at the Aria. #failhttp://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
What do you think the Rio Hotel would tweet? “Come on over, we have no line here. - Rio Hotel” “Call us, we have a room for you. - Rio Hotel” Wrong!http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
Sorry about your bad experience, Dave. Hope the rest of your stay in Vegas goes well.http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
Lesson Learned 1. All they did was use social media to listen, and then show a little empathy to the right person at the right time. 2. An ad, or a push-marketing-like message from the Rio, simply wouldn’t have worked. 3. But their ability to listen, respond and be empathic did work.http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
People talk about themselves don’t go really far.
Greenpeace’s Give Rain Forests A Break campaignhttp://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/
Timeline March 16 - Greenpeace reported calling out Nestle March 17 - Nestle launched press release that they dropped palm oil supplier in questionhttp://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
Trouble Proﬁle Photo Paul Grifﬁn - "not sure youre going to win friends in the social media space with this sort of dogmatic approach. I understand that youre on your back-foot due to various issues not excluding palm oil but social media is about embracing your market, engaging and having a conversation rather than preaching!" Nestle - "Thanks for the lesson in manners. Consider yourself embraced. But its our page, we set the rules, it was ever thus."http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
Lesson Learned1. While every company has critics, they can now organize acoordinated attack.2. Facebook fan page brand-jacking is the new form of treehugging. Don’t leave the page open for detractors.3. Ownership isn’t clear –yet the power belongs to community.
Recommendation1. Companies must have a community strategy –don’t jumpwithout a parachute.2. Hire seasoned community managers –don’t relegate toPR intern.3. Plan and practice for the worse –yet live for the best.
Believe me you don’t want to see this in your board room.
7 advices during peaceful time.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Radian6 Tune In - Get the coverage to ensure you don’t miss a beat Listen globally - conversations are happening in many languages Find clarity - Dig deeper with insights
OBVOC Listen to online conversation Understand consumer insights Measure efﬁciency & effectiveness Discover what you need Follow Thai bloggers
ZocialEye Track a variety of social media channels Watch your trend and engagement Know your brand inﬂuencer Know what people are talking about Track complaints of your branches View your video campaign feedback
#4 Make use of latest news on your home page.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#5 Create a dark site.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#6 Plan search terms to draw trafﬁc.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#7 Learn to use the right weapons. Twitter, Facebook, YouTube, LinkedInhttp://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Admit it with Twitter. Re Egypt tweet: we werent intending to make light of a serious situation. We understand the sensitivity of this historic moment -KChttp://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Divert community to your response via Facebook.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Broadcast top executive on YouTube.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Links to professional with LinkedIn.http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
5 advices during the war time. Social Media Crisis Response Planhttp://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
Bad news always travel fast.http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
Ogilvy says 5 Things to remember. Everything happens at lightening-speed People demand ‘hyper-transparency’Dialogues as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools
7 Tips for Dealing With Upset Facebook Fanshttp://www.socialmediaexaminer.com/7-tips-for-dealing-with-upset-facebook-fans/
“With any negative comments, there obviously was an opportunity to turn those into positives. With the neutral, we had a big opportunity to turn those people into advocates. And with the positives, we had the opportunity to amplify.” Leslie Berland, SVP Digital Partnership & Developement American Express
Thank you & good luck! firstname.lastname@example.org 08 0555 0777