Digital PR - Losing control of your brand, the right way - DNA09


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Losing control of your brand - the right way

A presentation given by Fergus Kibble of Hill & Knowlton Australia, at Digital Now Australia (DNA09).

Brand reputation in the digital world means losing control of your brand.

It means re-shaping the level of engagement with your target market and letting them amplify their opinions to countless thousands of other consumers. Managing your reputation on line in the web 2.0 world presents one of the greatest challenges for marketers today.

This video provides practical and compelling lessons, learning from those brands that got it right, and those brands who may well be the poster children of social media failure.

Learn how to harness the benefits of your internal ambassadors as well as the value of internal communications and crisis management in the digital realm.

Consider the components you require for a well planned, strategic and tactical response and the unpredictability of consumer sentiment when your brand is in the social media headlights. Gain new knowledge on how to introduce agility and real time engagement for your brand in the web 2.0 sphere.

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Digital PR - Losing control of your brand, the right way - DNA09

  1. 1. PR & Reputation in a Web 2.0 World Losing control of your brand the right way Fergus Kibble
  2. 2. Markets are conversations "A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies." The Cluetrain Manifesto - 1999 40
  3. 3. Cluetrain - “Top 5” 1. Conversations among human beings sound human. 2. People in a networked market have figured out that they get far better information and support from one another than from vendors. 3. There are no secrets. 4. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 5. Companies need to lighten up and take themselves less seriously. They need to get a sense of humour. Getting a sense of humour does not mean putting some jokes on the corporate website. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. 41
  4. 4. A timeline of the social internet 1994 1995 1998 2001 2003 2004 2005 2006 2008 iTunes 42
  5. 5. 43
  6. 6. Changing media landscape: The rise of the blog Source: Brodeur 2008 44
  7. 7. 45
  8. 8. A different news cycle April 11, 2009 April 16, 2009 April 4, 2009 April 14, 2009 46
  9. 9. The social media news flip 47
  10. 10. The risk posed by your own people 48
  11. 11. a framework within which to lose control 49
  12. 12. GOAL 1. Prepare Proactive: Prepare Social Media Strategy Reactive: Crisis & Issues Planning Policies and Guidelines Training STRATEGY 12 50
  13. 13. 2. Listen Identify influencers Listen Track conversations Analyse impact Continuous tracking 51
  14. 14. 3. Speak Corporate blog Speak (RSS, email, Social Media News Release) Social media release Issues micro-sites Crisis/Dark Site Amplification tools (YouTube, Flickr, Twitter) 52
  15. 15. 4. Engage Blogger outreach Engage Social networks Employee engagement Consumer collaboration 53
  16. 16. June 15, 2009 54
  17. 17. Have a plan, don’t just plan to……. 17 55
  18. 18. Join the conversation before you are the conversation 18 56
  19. 19. measure, integrate & amplify 19 57
  20. 20. How an online crisis unfolds: 4 hours in 4 minutes… Analysis of the online response to crash of US Airways Flight 1549 58
  21. 21. 59
  22. 22. THANK YOU 60