Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Promoting &
Protecting In Today’s
Social Currency
By Dena Vassallo
Professional Public Relations (PPR)
#1- You are not your customer
 “People don't relate to organisations, they
relate to people."
 This is an important insi...
#2- Live & breathe authenticity
Jeremiah Owyang,
Altimeter Group, 2010
#3- Operationalise it
 Understand who is responsible for it in your
organisation, and fund it
 Spending on your Web site...
#4- Are you doing enough?
 Brand Promotion
 Brand Protection
Putting the
“engagement” in
community
Ensure your community
engagement efforts have
an engaging place online
to build supp...
The importance of tribes
 Seth Godin, TED Talks
And manage expectations...
Three decades of
community involvement
1980s
Develop the best
possible project
solution and tell the
community
“Telling”
1...
With online community
engagement
You can:
  
 Ensure online outcomes reflect the
needs of the community
 Limit misinfor...
C2030 case study
“...there is a new willingness
maybe among younger
Western Australians to say,
actually, I do want to hav...
Plan for the Spanish
Inquisition
Don’t pretend it can’t
happen to you. Make
digital part of your
public affairs and
issues...
As Monty Python used to say,
no one expects the Spanish Inquisition.
Montara- PTTEP
 21 August 2009: Uncontrolled leak of oil, gas
and water from Montara WHP in Timor Sea
 690km west of Dar...
Domino’s YouTube incident
 The Domino's Youtube Incident took
place in April 2009 when two thirty-something
employees of ...
Understand your KPIs
Digital strategies are not
created equally. Develop
highly defined strategies
based on your specific
...
Influencing the influencer
 A successful online marketing campaign will
tap the (right) few to reach the many
 For examp...
Return on Influence (ROI)
KPIs:
Volume= reach & frequency
Engagement = time spent with your brand
Conversion= anything sho...
Jeff Gibbard, 2010
Examples of best practice
Unilever Campaign
Push-Pull Online Marketing
CONSUMERPUSH PULL
Uni Sponsorships
Jimmy Kimmel
TV
Live Events
Original Conte...
US Navy– many audiences
many ways to connect
Navy considerations in the
age of social media
 Sailors—ask yourself the following:
 Have you talked to your spouse (sib...
What are we taking away from
today?
Putting the
“engagement” in
community
Ensure your community
engagement efforts have
an engaging place online
to build supp...
Plan for the Spanish
Inquisition
Don’t pretend it can’t
happen to you. Make
digital part of your
public affairs and
issues...
Understand your KPIs
Digital strategies are not
created equally. Develop
highly defined strategies
based on your specific
...
Thank you.
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Promoting & Protecting In Today’s Social Currency
Upcoming SlideShare
Loading in …5
×

Promoting & Protecting In Today’s Social Currency

546 views

Published on

Digital Now Australia 2010
Dina Vassallo's Presentation

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Promoting & Protecting In Today’s Social Currency

  1. 1. Promoting & Protecting In Today’s Social Currency By Dena Vassallo Professional Public Relations (PPR)
  2. 2. #1- You are not your customer  “People don't relate to organisations, they relate to people."  This is an important insight. You may not use social, but that doesn't mean that your stakeholders don't use social.  You are not your customer.
  3. 3. #2- Live & breathe authenticity Jeremiah Owyang, Altimeter Group, 2010
  4. 4. #3- Operationalise it  Understand who is responsible for it in your organisation, and fund it  Spending on your Web site and digital communications should be comparable to your old media spend.
  5. 5. #4- Are you doing enough?  Brand Promotion  Brand Protection
  6. 6. Putting the “engagement” in community Ensure your community engagement efforts have an engaging place online to build support for policies and projects
  7. 7. The importance of tribes  Seth Godin, TED Talks
  8. 8. And manage expectations...
  9. 9. Three decades of community involvement 1980s Develop the best possible project solution and tell the community “Telling” 1990s Develop the best possible project solution and consult the community “Selling” 2000s Present the issues to the community, highlighting negotiables and non-negotiables, and work together to develop the best possible solution “Involving”
  10. 10. With online community engagement You can:     Ensure online outcomes reflect the needs of the community  Limit misinformation about your project using online strategies  Improve the perception of your organisation in the eyes of the local community by focussing on the future not the past
  11. 11. C2030 case study “...there is a new willingness maybe among younger Western Australians to say, actually, I do want to have my voice heard, and I do want to be part of this discussion.” Geoff Hutchison - ABC Radio at C2030
  12. 12. Plan for the Spanish Inquisition Don’t pretend it can’t happen to you. Make digital part of your public affairs and issues management plans.
  13. 13. As Monty Python used to say, no one expects the Spanish Inquisition.
  14. 14. Montara- PTTEP  21 August 2009: Uncontrolled leak of oil, gas and water from Montara WHP in Timor Sea  690km west of Darwin; 250km north west of Truscott
  15. 15. Domino’s YouTube incident  The Domino's Youtube Incident took place in April 2009 when two thirty-something employees of a North Carolina Domino’s Pizza recorded themselves sticking some cheese up their noses and farting on the food.  And Domino's U.S.A. president, Patrick Doyle, issued an apology on YouTube.
  16. 16. Understand your KPIs Digital strategies are not created equally. Develop highly defined strategies based on your specific KPIs. What does ROI (return on influence) mean for you?
  17. 17. Influencing the influencer  A successful online marketing campaign will tap the (right) few to reach the many  For example, a network of 1,000 = 500,000 links or connections to others  10% influence the remaining 90%Digital is highly fragmented, meaning audiences are small
  18. 18. Return on Influence (ROI) KPIs: Volume= reach & frequency Engagement = time spent with your brand Conversion= anything showing action Reach X Frequency Time Spent + (Sentiment + Ecosystem) = Return on Influence
  19. 19. Jeff Gibbard, 2010
  20. 20. Examples of best practice
  21. 21. Unilever Campaign Push-Pull Online Marketing CONSUMERPUSH PULL Uni Sponsorships Jimmy Kimmel TV Live Events Original Content Cinema Activation Pop-Up UGC College Humor Partnership Facebook Partnership Experiences Relationships Belief Authenticity Unique Content UGC Webisodes Highly Ownable Campaigns People Like Me Online Contest Branded Entertainment
  22. 22. US Navy– many audiences many ways to connect
  23. 23. Navy considerations in the age of social media  Sailors—ask yourself the following:  Have you talked to your spouse (siblings, parents, significant other) about what will happen if you go missing or are killed?  Have you considered adjusting your privacy settings? http://www.slideshare.net/USNavySocialMedia/recommended-facebook- privacy-settings-august-2010  Would the information you have publicly available now be acceptable to you if you went missing or were killed?  Have you considered a power of attorney to give your next-of-kin the ability to manage and/or turn off your social media site(s)?  Have you talked to your immediate family about their privacy settings? Information they share about you could be made public depending on their privacy settings  Have you ever Googled yourself? Think about what information would be available to the media or enemies if they were to search for your name online.
  24. 24. What are we taking away from today?
  25. 25. Putting the “engagement” in community Ensure your community engagement efforts have an engaging place online to build support for policies and projects
  26. 26. Plan for the Spanish Inquisition Don’t pretend it can’t happen to you. Make digital part of your public affairs and issues management plans.
  27. 27. Understand your KPIs Digital strategies are not created equally. Develop highly defined strategies based on your specific KPIs. What does ROI (return on influence) mean for you?
  28. 28. Thank you.

×