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Protect Your Brand in the Conversation Age

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Cord Silverstein's presentation during the Triangle AMA's 2010 Social Media Training Camp

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Protect Your Brand in the Conversation Age

  1. 1. Protect Your Brand in the Conversation Age Triangle AMA Social Media Boot Camp Cord Silverstein, EVP, Capstrat
  2. 2. 76% don’t believe companies tell the truth in their marketing and communications. - Yankelovich 2009
  3. 3. 68% trust other people “like themselves” up from 22% in 2003 - Edelman Trust Barometer
  4. 4. We’re human – We need to connect People want to connect with other people People want to connect with brands
  5. 5. Brand management in Web 2.0 <ul><li>The best brands are built inside-out </li></ul><ul><li>Listening can be a powerful differentiator </li></ul><ul><li>Offline experience impacts online brand </li></ul><ul><li>Protect your brand in crisis </li></ul><ul><li>Create talkaboutability </li></ul>
  6. 6. <ul><li>Engage internal stakeholders </li></ul><ul><li>Establish guidelines and processes </li></ul><ul><li>Manage internal expectations </li></ul><ul><li>Training throughout organization </li></ul>Brands are built inside-out
  7. 7. Opposite ends of the spectrum
  8. 8. Questions to Think About <ul><li>Who owns social media in your organization? </li></ul><ul><li>How does the digital divide impact employee communications? </li></ul><ul><li>What processes are in place? </li></ul>
  9. 9. Training and Practice Listening as a differentiator <ul><li>Where are your target markets congregating? </li></ul><ul><li>How and what are they communicating? </li></ul><ul><li>Who are the influencers? </li></ul><ul><li>What are their pain points? </li></ul>
  10. 10. Don’t just listen - act
  11. 11. Learn to Triage SearchStatus ConvoTrack Compete
  12. 12. Questions to Think About <ul><li>What low hanging fruit could you start doing today to help your company start listening? </li></ul><ul><li>What might be some of the challenges and risks to do this? </li></ul>
  13. 13. Offline experience drives online reputation Match the response to the situation Be nimble, be quick Showing up is half the battle What happens on the web stays on the web
  14. 14. Power to the People
  15. 15. Questions to Think About <ul><li>How would your organization react in online crisis? </li></ul><ul><li>How would you? </li></ul><ul><li>How quickly could your organization react? </li></ul>
  16. 16. Protecting your brand in crisis <ul><li>Establish monitoring system </li></ul><ul><li>Create crisis response </li></ul><ul><li>Practice makes perfect </li></ul><ul><li>The best defense is a good offense </li></ul><ul><li>Take a long-term approach </li></ul>
  17. 17. Questions to Think About <ul><li>Are you prepared to protect your company’s reputation? </li></ul><ul><li>Who in your organization has the responsibility for online reputation management? </li></ul>
  18. 18. Create talkaboutablity <ul><li>Give people something worth talking about </li></ul><ul><li>Consider the rewards for conversations </li></ul><ul><li>Tie conversations to business goals </li></ul><ul><li>Evaluate and learn </li></ul>
  19. 19. Crumbgate “ So Good It Makes Fat People Cry”
  20. 20. Training and Practice Begin by listening Final Thoughts Let go and gain more People are talking whether you like it or not Understand we live in a new day with new rules and expectations We live in very exciting times
  21. 21. Thank you! Questions? Cord Silverstein [email_address] Twitter: @cord LinkedIn: cordsilverstein

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