Social Stories: Jeroen van Seeters Hill + Knowlton PR en Reputatie

1,477 views

Published on

Presentatie door Jeroen van Seeters Strategy director Hill + Knowlton op Event Social Stories Oktober 2012 - Social Inc.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,477
On SlideShare
0
From Embeds
0
Number of Embeds
179
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Social Stories: Jeroen van Seeters Hill + Knowlton PR en Reputatie

  1. 1. Social StoryJeroen van Seeters, Hill + Knowlton
  2. 2. PR en reputatie October 3, 2012
  3. 3. The CEO Agenda1. Unpredictability of government regulations and their impact on my bottom line2. China and the game-changing dynamics it introduces in terms of Intellectual Property and economic competition/currency competition in general3. The war for talent4. Technological disruption of business models5. Mass disintermediation of traditional institutions by social networks and social media – the power of the public6. Beyond these – Things That Are Out Of My Control and Represent Massive Blind Spots to Me as CEOSource: Michael Cappellas, Chairman Virtual Computing Environment Company2012 US CEO Summit Survey
  4. 4. Reputatie – het moet wel kloppen… Essentie van PR en Reputatie – daaraan is niets veranderd – een goed verhaal, vaardige verteller met een mandaat en kunnen/willen luisteren
  5. 5. Verhaal 5 verhaal10/3/2012
  6. 6. Verteller 6 verteller10/3/2012
  7. 7. Mandaat 7 Mandaat10/3/2012
  8. 8. Motief 810/3/2012
  9. 9. Corporate marketing 910/3/2012
  10. 10. Research – niet laten verrassen… 1010/3/2012
  11. 11. Maar…we reageren anders… 1110/3/2012
  12. 12. “ze praten terug!” 1210/3/2012
  13. 13. “ze hebben een verkeerd beeld!” 1310/3/2012
  14. 14. “ze klikken!” 1410/3/2012
  15. 15. “je kan het overal terugvinden!” 1510/3/2012
  16. 16. “ze willen niet luisteren!” 1610/3/2012
  17. 17. “het zijn er zoveel!” 1710/3/2012
  18. 18. “make it go away!” 1810/3/2012
  19. 19. “ik kan niets met de wetten 19van internet”10/3/2012
  20. 20. “leuk regeert” 2010/3/2012
  21. 21. Offense: making money (for a short while) •On day one : •5.9 million Youtube views • 2700% more Twitter followers • 800% more Facebook fans • Traffic to old Spice.com increased 300% • More than 1.4 billion impressions of the campaign have been made • Sales up 107% http://www.youtube.com/watch?v=e66XKxT8yDY
  22. 22. “Stadhuisplein en schavot” 2210/3/2012
  23. 23. Defense: social media crisisDavid Brandon (CEO Dominos Pizza) Q2 2009 Earnings: “Unfortunately weexperienced a short term hit to sales primarily in the weeks following the incident thatwe estimate cost us between 1% and 2% in domestic same store sales for thequarter. So while this impeded our second quarter same store sales progress, we thinkwe are past this unfortunate event and we believe it will not have a lasting negativeimpact on the overall image of our brand.” http://www.youtube.com/watch?v=OhBmWxQp edI
  24. 24. Share price effect? “ what can we learn from any of this? Firstly, attention- grabbing headlines aren’t always what they appear. Secondly, in the few case studies I’ve covered (which is clearly nothing like enough to draw out a pattern), the only constant in all the cases is a single-figure percentage point drop during the first week of the social media storm; certainly painful, but not necessarily disastrous.” http://www.customerthink.com/blog/lies_lies_and_damm ed_statistics_do_social_media_storms_really_affect_a_s tock_price
  25. 25. ROI?
  26. 26. Our Answer: the cautious walk (Making Business out of Social Media) - NO. Hill+Knowlton Strategies will always walk the Corporate walk 3. Webcare & Active outreach 5. Online Crisis Management - -Online messaging (mandate) Social Media Strategy Funnel - Social Media Messaging and 4. Social Media Strategy Social Media Outreach Execution - Online spokesmanship (training) - Centre of Excellence - Social Media simulation (practice) 2. Moderated Community Escalation - Generate content - Acquire feedback - Stimulate conversation 1. Issue Tracking and Analysis - Daily insights - - Dashboard and benchmarking - Analysis and recommendation Value Protect
  27. 27. SMM best-practice1. Establish clear, agreed upon marketing goals2. Organize your metrics into a logical framework3. Identify specific metrics to go into each bucket4. Design a ‘test and control’ (A/B) approach5. Determine a dollar value for customers who opt-in to engage with your brand6. Consider the cost savings in market research7. Build system for measuring 360-degree view
  28. 28. Point of View #4For every Case with Impact – there must be thousands without...
  29. 29. Share price effect? “ what can we learn from any of this? Firstly, attention- grabbing headlines aren’t always what they appear. Secondly, in the few case studies I’ve covered (which is clearly nothing like enough to draw out a pattern), the only constant in all the cases is a single-figure percentage point drop during the first week of the social media storm; certainly painful, but not necessarily disastrous.” http://www.customerthink.com/blog/lies_lies_and_damm ed_statistics_do_social_media_storms_really_affect_a_s tock_price
  30. 30. Angst en beven 30 Reputatie beschermen. Fouten voorkomen Rol van online/social in crisis en issue Het moet wel kloppen10/3/2012
  31. 31. En daarmee is cirkel rond Essentie van PR en Reputatie – daaraan is niets veranderd – een goed verhaal, vaardige verteller met een mandaat en kunnen/willen luisteren
  32. 32. Vragen?Jeroen van Seeters October 3, 2012
  33. 33. info@socialinc.nlDRINKS twitter.com/socialinc& TALKS facebook.com/socialinc slideshare.net/socialinc 020 6811534 Social Stories

×