Incident or Public Brand Event Vocalisation Response Should or how doWhat’s happened... What’s been said... we respond...
Network AlertFacebook Events, Groups, Likes & Shares of planned activity Twitter Blogs Sharing & endorsement of planned activityGoogle+Forums Detail & rationale of planned activityYouTube
Why aren’t more brands using social to predict the future?
Case Study: Risk Analysis> Issue: “We’ve got word a group of people will be convening at one of our centres to mourn a lost friend”> Solution: Review social mentions, indicating attendance, demographic, scale of awareness> Response: Increase security presence, alert centre management, put PR on stand-by for worse case scenarios
Case Study: Operations> Issue: “Our amenities are being used in a very inappropriate manner!!”> Solution: Started monitoring ‘dating’ websites and notify operations when these acts are planned to take place> Response: Increase of security presence, potential closure of amenities
Review> Beyond marketing, How can the business benefit from listening proactively?> What issues do your Security, HR, Finance & Ops. teams have that social could resolve?> What activity does your business fear most? Are there obvious triggers to this activity taking place?> What social data are you throwing out? Could someone in the business be interested in this data?> What can your brand learn by monitoring and analysing your competitors response to incidents?