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10 stories to understand how to promote, defend or jeopardize one’s reputation online

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Five WINs, five FAILs and five considerations to cope with social media.

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10 stories to understand how to promote, defend or jeopardize one’s reputation online

  1. 1. Ten stories to understand how to promote, defend or jeopardize one’s reputation online Five WINs, five FAILs and five considerations to cope with social media february 2015
  2. 2. 2 Ten stories to understand how to promote, defend or jeopardize one’s reputation online Who we are #1 My name’s Dino Amenduni Twitter @doonie e-mail dino.amenduni@proformaweb.it all the rest about.me/dinoamenduni I’m a partner, a political communicator and head of social media communication at Proforma Agency in Bari (www.proformaweb.it) I’m also a contributor and blogger for Finegil-Espresso Group, I also teach (political communication and social media marketing) All my slide presentations are available for free (for reference and download) at the following address: www.slideshare.net/doonie
  3. 3. 3 Ten stories to understand how to promote, defend or jeopardize one’s reputation online Who we are #2 My name’s Daniele Magliocca Twitter @viralmente e-mail daniele.magliocca@proformaweb.it I deal with media planning and social media management at Proforma Agency in Bari (www.proformaweb.it) For the past few years I have been running a blog (www.viralmente.blogspot.it) and a facebook page (www.facebook.com/viralmente) dealing with the world of non-conventional communication
  4. 4. 4 Ten stories to understand how to promote, defend or jeopardize one’s reputation online summary THE “WINs” 1. CIA’s first tweet 2. Ryanair’s “optional “ wings 3. Aurelio De Laurentis live on twitter 4. “House of Cards”: a truly authentic web-like TV series 5. Oreo’s biscuit and the birth of real-time marketing THE “FAILs” 1. The use of hashtags depends on the users: the Trenitalia case 2. When “real time” goes beyond the limit: Groupalia and the earthquake 3. Cancelling a mistake is not enough: a Sanremo tweet 4. The not very tempting Algida ice-cream for March 8th 5. Selfie with Samsung, real life with iPhone: the 2014 Oscars Ten stories, ten starting points
  5. 5. Ten stories to understand how to promote, defend or jeopardize one’s reputation online WIN 1 I can neither confirm nor deny CIA’s first tweet: how to turn around a problem of one’s reputation by taking the mickey out of oneself
  6. 6. 6 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 1. I can neither confirm nor deny CIA’s first tweet (June 6, 2014) hwas so successful that their Twitter account went over 300 thousand followers in the first few hours after its opening. (find out more here)
  7. 7. 7 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. It’s useless to pretend one doesn’t have a public reputation (whether positive or negative) partly because omitting to admit up to this would anyway be “punished” by the subsequent disclosure of truth, especially online. In this situation, one might just as well take one’s own reputation directly into one’s own hands, rather than letting others create it. 1. I can neither confirm nor deny
  8. 8. 8 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 2. When one is afraid of what others think of you (and CIA was almost certain to have problems of this kind on Twitter) it’s wiser to take the first move: that tweet could have been used by the followers as an ironic reply to a more “institutional “ tweet by CIA and would have produced a completely different effect. 1. I can neither confirm nor deny
  9. 9. Ten stories to understand how to promote, defend or jeopardize one’s reputation online WIN 2 Ryanair forgets its wings An almost unique example of effective online crisis management
  10. 10. 10 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 2. Ryanair forgets its wings On January 30, 2015 a passenger takes a snapshot of Ryanair ground crew drawing a huge phallus on the snowy runway. In a few hours the photo goes viral. The crisis is solved by a spokesman’s statement: “While our ground crew excel at industry leading 25 minute turnarounds, art isn’t their forte, as they’ve clearly forgotten to draw wings on their snow airplane”. (find out more here)
  11. 11. 11 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. In communication timing is (sometimes) more important than content. If Ryanair hadn’t replied within the 24-36 hours of the publication of this snapshot, only the first news would have appeared in the media (with a resulting damage to its reputation) and not the reply (which saved its reputation). 2. Ryanair forgets its wings
  12. 12. 12 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 2. The tone of the reply defines the company identity (and vice versa). Ryanair’s attitude is thoroughly coherent with its overall communication tone based on a constant emphasis of the company’s strong points and on a slight aggressiveness. In this case, self-irony is more effective since it is coherent with Ryanair’s attitude and style over the years. 2. Ryanair forgets its wings
  13. 13. Ten stories to understand how to promote, defend or jeopardize one’s reputation online WIN 3 The importance of getting involved when defining a brand #askADL: the live Twitter conversations between the president of the Napoli football club and its supporters
  14. 14. 14 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 3.The importance of getting involved when defining a brand Aurelio De Laurentiis replied non-stop for four hours to the questions asked by the supporters of the Napoli football club live on Twitter, introduced by #AskADL. The users’ reaction was instantaneous, nor did it fall short of expectations: tens of re-tweets showed that the initiative had been highly appreciated. (find out more here)
  15. 15. 15 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. If you consider users as mere recipients you automatically lose an increasing important component in the building up of a brand: the followers’ enthusiasm. Ignoring your users’ comments means one voluntarily loses a vital source of knowledge and joint-building up (or destruction) of reputation. 3.The importance of getting involved when defining a brand
  16. 16. 16 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 2. Any member of the organization can contribute to the building up of a digital reputation. The president of the Napoli football club not only had the courage to make his opinion public, but also (and above all) created a digital image of his club: fast, accessible, interactive. 3.The importance of getting involved when defining a brand
  17. 17. Ten stories to understand how to promote, defend or jeopardize one’s reputation online WIN 4 House of Cards: no distinction between communication and screenplay The social media of a TV series become part and parcel of the story
  18. 18. 18 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 4. House of Cards, airing H24 On the House of Cards Facebook page you can find posts with fake newspaper articles to revamp the stories told in the series: therefore there is no real separation between the product and its communication.
  19. 19. 19 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. There are some products or services requiring non-stop communication which perfectly complements what is “sold”. This means that, in such cases, social media contribute to building up a good reputation in an even more significant way. On one condition, though: communication and “art” must be built simultaneously, they are not two separate phases. . 4. House of Cards, airing H24
  20. 20. 20 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 2. Communication as screenplay: because social media allow non-stop communication strategies, they also allow one to adjust one’s choices in real time on the basis of topicality and context (eg: spoiler or online comments). 4. House of Cards, airing H24
  21. 21. Ten stories to understand how to promote, defend or jeopardize one’s reputation online WIN 5 The happiness cookie The Oreo case: the birth of real-time marketing and the transformation of the meaning of “online communication”
  22. 22. 22 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 5. The happiness cookie Oreo exploited the opportunity offered by the blackout during the 2013 Super Bowl (something that never happened before), publishing a post within an incredible seven minutes that has forever changed and redefined the rules of online communication. (find out more here)
  23. 23. 23 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 5. The happiness cookie What we can learn from this story 1. During major events with an exceptional media impact companies have a unique opportunity to show off exploiting their creativity since they have a real life audience and not one they create in the board room when preparing a marketing strategy. Those who want to improve their digital reputation cannot miss this kind of opportunity.
  24. 24. 24 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 5. The happiness cookie What we can learn from this story 2. Accepting this paradigm means completely rewriting some traditional working rules: if an organization wants to be “instant”, its communicators must be equally “instant”, ready to turn an unforeseen event into a great success in a few minutes
  25. 25. Ten stories to understand how to promote, defend or jeopardize one’s reputation online FAIL 1 Hashtags are users’ property Between the communication choices and the users’ reaction there is a variable R (reputation) which influences the results
  26. 26. 26 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 6. Hashtags are users’ property Trenitalia launched #meetFS, a campaign aiming at getting Users involved. The hashtag, however, has been reversed by users who have adopted it to point out and report the rail company’s inefficiency . (find out more here)
  27. 27. 27 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 6. Hashtags are users’ property What we can learn from this story 2. If a company, especially one that has problems of digital reputation, decides to launch an online campaign and decides to do it using a hashtag, the company communicators should ask themselves the right question beforehand. And the right question isn’t “What does the Company want to communicate to the Users?” but “What will the Users want to communicate to the Company?”.
  28. 28. 28 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 6. Hashtags are users’ property What we can learn from this story 2. The dynamics of getting people involved are “safer” if they are controlled within specific limits. A campaign based on the recipients’ complete freedom of expression will almost certainly mean that the results are out of the creator’s control and will totally depend on the community. This will lead to a positive outcome only if the company already enjoys a very good core reputation.
  29. 29. Ten stories to understand how to promote, defend or jeopardize one’s reputation online FAIL 2 Real-time yes, but not at any cost There exists a limit beyond which communication should never push itself: the Groupalia case and the earthquake in Emilia Romagna
  30. 30. 30 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 7. Real-time yes, but not at any cost Groupalia launched an instant campaign using the hashtag #terremoto (earthquake) that, at the moment of the launch, was already being used to collect information on the earthquake that had struck the region of Emilia Romagna on May 20, 2012, producing tens of tweets per second. The Groupalia Twitter account immediately became the object of online protest from hundreds of users. (find out more here)
  31. 31. 31 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. Real-time marketing must be fitted into a favourable surrounding context, in particular one needs a positive “sentiment” towards the event which is the object of communication. Entering a flow of communication connected to tragic events or events that cannot easily be decoded by public opinion is tantamount to profiteering and ruining one’s reputation. 7. Real-time yes, but not at any cost
  32. 32. 32 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 2. Even though real-time marketing prompts organizations to rush in in order to better exploit unique moments in the hope of increasing their reputation, social media are paradoxically communication places where extreme prudence is required: just one wrong tweet may compromise years of work. 7. Real-time yes, but not at any cost
  33. 33. Ten stories to understand how to promote, defend or jeopardize one’s reputation online FAIL 3 Because Sanremo is Sanremo The magnitude of the negative impact of an online mistake is directly proportional to the size of the audience facing you
  34. 34. 34 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 8. Because Sanremo is Sanremo At the end of the second evening of the Festival di Sanremo, Carlo Conti mentioned the migrants shipwrecked off the coasts of Lampedusa. The Festival Twitter account simultaneously launched this tweet (“A hug to the migrants lost at sea at Lampedusa”). Although the tweet was immediately removed, the negative effects it gave rise to were not mitigated. (find out more here)
  35. 35. 35 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. The more a brand is known, the more the effects on its reputation will be amplified n the case of a mistake on the social media. The bigger the company, the less improvised its digital communication can be (the company cannot presume that its importance will shield and protect it against media mistakes). 8. Because Sanremo is Sanremo
  36. 36. 36 Ten stories to understand how to promote, defend or jeopardize one’s reputation online What we can learn from this story 1. Removing a mistake (even if done almost immediately) without any formal follow up (a correction, an apology, an official and timely explanation of the event) will not reduce its negative impact. Most probably the opposite will happen (Streisand effect). 8. Because Sanremo is Sanremo
  37. 37. Ten stories to understand how to promote, defend or jeopardize one’s reputation online FAIL 4 When a photo is s****y Algida’s chocolate ice-cream for March 8 (Women’s Day): not too auspicious
  38. 38. 38 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 9. When a photo is s****y Algida offers “a chocolate rose to all women” for Women’s Day (March 8, 2013). The image immediately triggers the users’ reaction, they don’t exactly see a “rose” … (find out more here)
  39. 39. 39 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 9. When a photo is s****y What we can learn from this story 1. Even though this may not always be possible, it is advisable to publish something in social media only after having it checked by several people: a group check can help warn of potential risks. It can definitely save the reputation of those who, working alone, may incur in possible communication mistakes.
  40. 40. 40 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 9. When a photo is s****y What we can learn from this story 2. There may be some circumstances when a graphic design, even though more difficult than a photograph, may prevent ambiguity and being mis-interpreted. The above-mentioned case seems to fit perfectly with the sort of circumstance we have been discussing.
  41. 41. Ten stories to understand how to promote, defend or jeopardize one’s reputation online FAIL 5 One anchorwoman, two competitors Even the best ideas can slip on a banana skin: the case of the selfie during the 2014 Oscar night
  42. 42. 42 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 10. One anchorwoman, two competitors During the 2014 Oscar night, Ellen DeGeneres repeatedly used a Samsung smart phone to take some selfies with the public and then publish them live on Twitter. At first it seemed to be a great success: one of the published photos was the most re-twitted ever on Twitter. Pity that users realized that backstage Ellenn was using her own smartphone, an iPhone. (find out more here)
  43. 43. 43 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 10. One anchorwoman, two competitors What we can learn from this story 1. Storytelling, and the digital one even more so, is based on a golden rule: the coherence between the message and real life (the speaker’s biography). When there is no coherence, if the story being told is fake, it will more easily be exposed.
  44. 44. 44 Ten stories to understand how to promote, defend or jeopardize one’s reputation online 10. One anchorwoman, two competitors What we can learn from this story 2. Such a considerable investment on the part of a company (as we guess Samsung’s must have been in order to gain visibility at such an important event) requires a very strict strategy, with guarantees on the consistency between message and biography not only during the event but also (much) earlier and (much) later than the event itself. Example: Ellen should have started using a Samsung smartphone many months before the Oscar night.
  45. 45. 45 Ten stories to understand how to promote, defend or jeopardize one’s reputation online to sum up 1. Self-irony is often an effective tool for managing one’s digital reputation, both for those who have well known reputation problems and for those who stumble upon communication mistakes. 2. All the members of an organization, from the head to the last employee, contribute towards building up its reputation, especially after the large-scale spreading of social media. 3. Real-time marketing = Say hello to well-established working hours 4. Before launching a hashtag, make sure the chosen one will not turn into a boomerang for your communication (launching a hashtag is not indispensable, among other things. The world will go on as usual). 5. “Errare social non est” (to err is not social). Social media management = Chuck Palahniuk’s rule: “No matter how hard you work or how smart you become. You’ll always be known for that one poor choice”.
  46. 46. Ten stories to understand how to promote, defend or jeopardize one’s reputation online Learn all you can from the mistakes of others. You won’t have time to make them all yourself. (Alfred Sheinwold) conclusion
  47. 47. Ten stories to understand how to promote, defend or jeopardize one’s reputation online Thanks.
  48. 48. facebook.com/proformaweb @proformaweb youtube.com/proformaweb Bari 70122 - via Putignani, 141 - tel 0805240227 - fax 0800999044 Roma 00184 - via Iside, 12 - tel 0699920746 / 0699920744 proforma@proformaweb.it Proforma srl www.proformaweb.it

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