Corporate Social Media Summit #CSMSF Todd Wilmsion final

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Presentation to the Corporate Social Media Summit on June 20th, 2012 in SF. Discussion on managing your Brand via social - both the reactive (crisis comm) and proactive (story and humanize). Fun session!

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Corporate Social Media Summit #CSMSF Todd Wilmsion final

  1. Uphold Your Highest Brand ReputationUse Social Media to Maximize Brand EngagementWed, June 20th – San FranciscoTodd WilmsSr Director, Social Media
  2. Twitter: @toddmwilmsBlog: www.toddwilms.comForbes Blog:Forbes.com and search “wilms”
  3. Agenda1. Reactive2. Proactive
  4. “To err is human . . .To really ‘f-up’ takes a corporation.”- Anonymous
  5. No jokes – Just real lifeIf a tweet falls in the This move is “out of The Un-apologywoods … fashion”One of the world’s largest oil “Theres no one who wants During violent protests in Egyptcompanies (this time not BP), this over more than I do. I early in the year, fashiondidn’t see the need for a would like my life back” – BP’s designer Kenneth ColeTwitter account – so Tony Hayward personally tweeted . . .Greenpeace created one forthem. "Millions are in uproar in #Cairo. Rumor is they heardFor 6 weeks they broadcast to our new spring collection isthe world how this company was available online."destroying the planet from the“companies own” twitter handle.Friends don’t let friends drink and tweet . . . “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the companys social-media agency had got confused about which account he was logged into and while drinking one Friday night …#CSMSF @toddmwilms 5
  6. Anti- “Love Story”“Social Means Having To Say You Are Sorry” Pre-Social: Raised to level of awareness by leaders Movement Protest Rally Awareness Threshold Letter / Op- Ed Communal Pre-Social: May be invisible Annoyance to leaders Post-Social: Easily visible to Angst Vote with leaders Irritation Wallet#CSMSF @toddmwilms 6
  7. FedEx – Which is more fun to watch?#CSMSF @toddmwilms 7
  8. Impact of FedEx Response:FedEx Stock Price: Nov 2011 – Mar 2012 Coverage slows to a Dec 21: Formal crawl YouTube Apology Dec 19th: Video hits YouTube#CSMSF @toddmwilms 8
  9. Rules for Crisis Social Communications Tone Direction1. Be Humbled 5. Take Action2. Be Real 6. Learn from Mistakes3. Be Honest 7. Steps to Ensure . . .4. Be Direct/Smart 8. Where to go for . . .#CSMSF @toddmwilms 9
  10. Air Force Web Posting Response Assessment Blog or Twitter PostDiscover Has someone discovered a blog post about SAP? Is it a positive post? N Y “TROLLS”Evaluate Is this site dedicated to bashing & degrading others? CONCUR N Y MONITOR ONLY A factual well cited “RAGER” Y Avoid responding / monitor for relevant info response, which Is this post a rant, rage, joke, ridicule may agree or or satirical? N disagree w/post, yet is not negative FIX THE FACTS N “MISGUIDED” Y Respond w/factual info directlyLET POST Are there erroneous facts in the post? (see blog response considerations below)STAND NNo response Y “UNHAPPY CUSTOMER” RESTORATION Y Rectify the situation, respond and act upon Is the post a result of a negative a reasonable solution. experience from stakeholder(s) See blog response considerations below.Respond N FINAL EVALUATION SHARE SUCCESS LET POST Proactively share your Base response on present circumstances, influence and N STAND Y story & mission w/blog No response prominence. Will you respond? Y Y SOURCING INFLUENCE TIMELINESS TONEConsiderations TRANSPARENCY Cite your sources Focus on the most Take time to create Respond in a tone Disclose your SAP by including links, influential blogs a good response – that reflects highly Affiliation video, images, related to SAP 24 hours maximum on SAP other references 11
  11. Proactive1. Listen2. Understand Social Influence3. Build Communities4. Humanize Your Brand
  12. “A best defense is a great offense.”- Carl Von Clausewitz
  13. Listen “Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher#CSMSF @toddmwilms 14
  14. Understand Social Influence
  15. Build Communities A little levity in the presentation#CSMSF @toddmwilms 16
  16. Humanize Your Brand#CSMSF @toddmwilms 17
  17. Our customers produce more than 72% of the world’s beer.#CSMSF @toddmwilms
  18. Our customers produce more than 70% of the world’s chocolate.#CSMSF @toddmwilms 19
  19. Our customers produce more than 86% of the world’s athletic footwear.#CSMSF @toddmwilms 20
  20. Our customers produce more than 60% of the world’s toys and games#CSMSF @toddmwilms
  21. 63% of the world’s transaction revenue touches a SAP system.#CSMSF @toddmwilms
  22. Humanize Your BrandKnow Culture: You can only bend culture so farEmpathize: How do we make our customer’s successfulTell Stories: Tell customer’s success stories, not your ownAggregate Content: Goal is to have ½ of our content be 3rd on SAP#CSMSF @toddmwilms 23
  23. Recap: 1. 8 Rules for Crisis Comms: Be Human 2. Listen: Megaphone to Ear 3. Understand Social Influence: Know, Engage, Listen 4. Build Communities: Platform for Engagement 5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices
  24. Twitter: @toddmwilmsBlog: www.toddwilms.comForbes Blog:Forbes.com and search “wilms”
  25. Thank You

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