Promoting & Protecting In Today’s Social Currency           24/2/11
#1‐ You are not your        customer• “People dont relate to   organisations, they relate to   people." • This is an impor...
#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 si...
#4‐ Are you doing      enough?– Brand Promotion– Brand Protection 
Putting the“engagement” incommunityEnsure your communityengagement efforts havean engaging place onlineto build support fo...
The importance of tribes              • Seth Godin,                 TED Talks
And manage expectations...
Three decades of                         community involvement1980sDevelop the bestpossible projectsolution and tell the  ...
With online community                                   engagement• Ensure online outcomes reflect     You can:  the needs...
C2030 case study               “...there is a new               willingness maybe among               younger Western     ...
Plan for the SpanishInquisitionDon’t pretend it can’thappen to you. Makedigital part of yourpublic affairs andissues manag...
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 D...
Domino’s YouTube                  incident• The Dominos Youtube   Incident took place in April   2009 when two thirty‐  so...
Understand your KPIsDigital strategies are notcreated equally. Develophighly defined strategiesbased on your specificKPIs....
Influencing the                                                   influencer                                  • A successf...
Return on Influence                                                  (ROI)              KPIs:              Volume= reach &...
Best Practice
US Navy–     many audiences many ways to connect
Navy considerations in the                                 age of social mediaSailors—ask yourself the following:• Have yo...
What are we taking away from today?
Putting the“engagement” incommunityEnsure your communityengagement efforts havean engaging place onlineto build support fo...
Plan for the SpanishInquisitionDon’t pretend it can’thappen to you. Makedigital part of yourpublic affairs andissues manag...
Understand your KPIsDigital strategies are notcreated equally. Develophighly defined strategiesbased on your specificKPIs....
Thank you.
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
Promoting & Protecting In Today’s Social Currency - Perth
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Promoting & Protecting In Today’s Social Currency - Perth

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Promoting & Protecting In Today’s Social Currency - Perth

  1. 1. Promoting & Protecting In Today’s Social Currency 24/2/11
  2. 2. #1‐ You are not your  customer• “People dont relate to  organisations, they relate to  people." • This is an important insight.  You may not use social, but  that doesnt mean that your  stakeholders dont 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” incommunityEnsure your communityengagement efforts havean engaging place onlineto build support forpolicies and projects
  7. 7. The importance of tribes • Seth Godin,  TED Talks
  8. 8. And manage expectations...
  9. 9. Three decades of  community involvement1980sDevelop the bestpossible projectsolution and tell the 1990scommunity Develop the“Telling” best possible project solution 2000s and consult the Present the issues to community the community, “Selling” highlighting negotiables and non-negotiables, and work together to develop the best possible solution “Involving”
  10. 10. With online community  engagement• Ensure online outcomes reflect  You can: 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 focusing 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 SpanishInquisitionDon’t pretend it can’thappen to you. Makedigital part of yourpublic affairs andissues managementplans.
  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 Dominos 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 Dominos U.S.A. president,  Patrick Doyle, issued an  apology on YouTube.
  16. 16. Understand your KPIsDigital strategies are notcreated equally. Develophighly defined strategiesbased on your specificKPIs. What does ROI(return on influence) meanfor you?
  17. 17. Influencing the  influencer • A successful online  marketing campaign will  tap the (right) few to reach  g hl yD i g i ta l i s h i i ng the manyfragmen ted, mean ll audience s are sma • For example, a network of  1,000 = 500,000 links or  connections to others • 10% influence the  remaining 90% 
  18. 18. Return on Influence  (ROI) KPIs: Volume= reach & frequency Engagement = time spent with your brand Conversion= anything showing actionReach X Frequency + (Sentiment + Ecosystem) = Return on Influence Time Spent
  19. 19. Best Practice
  20. 20. US Navy– many audiences many ways to connect
  21. 21. Navy considerations in the  age of social mediaSailors—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.
  22. 22. What are we taking away from today?
  23. 23. Putting the“engagement” incommunityEnsure your communityengagement efforts havean engaging place onlineto build support forpolicies and projects
  24. 24. Plan for the SpanishInquisitionDon’t pretend it can’thappen to you. Makedigital part of yourpublic affairs andissues managementplans.
  25. 25. Understand your KPIsDigital strategies are notcreated equally. Develophighly defined strategiesbased on your specificKPIs. What does ROI(return on influence) meanfor you?
  26. 26. Thank you.

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