Digital Day Out New Zealand - TheOnlinecircle.com

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www.theonlinecircle.com Senior Strategist Lucio Ribeiro presentation to New Zealand Digital Day Out Marketing Association November 2010

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Digital Day Out New Zealand - TheOnlinecircle.com

  1. 1. Social Media and online crisis. www.theonlinecircle.com 1 of 60
  2. 2. meet Lucio Ribeiro www.theonlinecircle.com
  3. 3. With Jessica and Kylie
  4. 4. work at The Online Circle
  5. 5. I’m MBA graduated here
  6. 6. I work Online business strategist –TheOnlineCircle.com
  7. 7. Which means I’m constantly researching, developing and executing solutions using online tools.
  8. 8. What do I do?
  9. 9. How do I do this?
  10. 10. Understand your Needs.
  11. 11. Research
  12. 12. Analysis
  13. 13. Strategy
  14. 14. And…
  15. 15. Execution
  16. 16. Let’s talk? Lucio@theonlinecircle.Com Twitter.Com/lucio_ribeiro Linkedin.Com/in/luciodiasribeiro
  17. 17. 23of20 POWER TO THE PEOPLE
  18. 18. NZ 24of20 Regular activities: * wikis is up 26% * creating social profiles is up 16% * updating profiles is up 17% * looking at others’ social profiles is up 16% Nielsen 2010 Social Media Report * 8 in 10 sent or shared a photo * 8 in 10 posted photos online * 7 in 3 sent or shared a link www.theonlinecircle.com
  19. 19. EXPECTATION • 5 in 10 want companies to respond to requests on social media • 4 in 10 want companies to solicit feedback • 57% feel better served by companies on social media 25of20 www.theonlinecircle.com
  20. 20. 26
  21. 21. There was a time when companies still controlled their message to the public 3/20
  22. 22. Does Online Crisis Happen? 29/20 ???
  23. 23. September 2004
  24. 24. TMZ YouTube Blog Facebook
  25. 25. Sometime things can go wrong www.theonlinecircle.com
  26. 26. It’s up to you to fix
  27. 27. CRISIS PLANNING 1. Determine the Reality through a Social Media audit. 2. Map your existing assets and supporters. 3. Develop one strategy for each key segment. Don’t jump into 100 tactical responses. 4. Execute Engagement Plan. Monitor response. 5. Refine strategy. Execute further. 6. Leverage your good work for a future robust community. 35 www.theonlinecircle.com
  28. 28. ANALYSIS, INTERPRETATION AND INSIGHTS 1. 73% of all online content is user generated. 2. 7 out of the top 10 websites in the world are social. 3. 45% of search results for the world's top 20 largest brands are now linked to user generated content. (Nielsen Ratings 08/2010). This means: 1. Considerable risk (search results may lead to negative references) 2. Massive data sets. 3. A challenge to discern what is valuable and what is noise. You need a combination of: - Technology + Human analysts - Knowledge of multi-environments and multi-influence across different channels www.theonlinecircle.com
  29. 29. WHATAREYOUMONITORING?
  30. 30. YOU NEED AN EASY WAY TO KNOW HOW THINGS ARE TRENDING.
  31. 31. Scoring all mentions provides Relativity
  32. 32. SOMETIMES YOU WANT TO KNOW MORE.
  33. 33. Analyst’s insights highlight the issues.
  34. 34. ANALYSIS, INTERPRETATION AND INSIGHTS Consider: -The psychology of how online users think, feel, reason, and select between different channels (Twitter, Facebook, Digg, Delicious, YouTube). -The psychology of how the consumer is influenced by his or her environment (e.g., The Bystander effect, Paradox of Choice). - The behaviour of consumers while consuming multiple medias. - How Online users perceive themselves online and offline. www.theonlinecircle.com
  35. 35. 43
  36. 36. WHAT ARE WE MONITORING? www.theonlinecircle.com ANY PLACE WHERE THERE’S A CONVERSATION EVEN IF ITS NOT VISIBLE.
  37. 37. 45 Social Media Fragmentation This can mean different things, examples: a)Individual Product Managers executing unilaterally b)Passionate Consumers c)Brand activists and antagonists d)Competitive Sabotage
  38. 38. 46 Social Media Centralisation Instead of allowing networks to evolve without direction, it pays to actively manage your network. We can now knit networks together to create productive individuals and smart communities.
  39. 39. ONE STRATEGY FOR EACH KEY SEGMENT 47 www.theonlinecircle.com
  40. 40. ENGAGEMENT PLAN. MONITOR. RESPONSE. www.theonlinecircle.com
  41. 41. CRISIS PLANNING Think about: 1) Responding Defensively 2) Threatening 3) Fuelling 4) Hostile transference * 49 www.theonlinecircle.com
  42. 42. SOCIAL MEDIA KNOWLEDGE IS POWER In 1980 you couldn’t control a consumer media crisis without pulling strings with journalists and reporters. You wouldn’t know where the crisis or next attack would come from. Now you are in the chair. You control. You own the information. You have risk mitigation at your finger. 50 www.theonlinecircle.com
  43. 43. CRISIS PLANNING: PREPARE YOUR COMPANY FOR SOCIAL MEDIA ATTACKS 1) Company critics and coordinated attacks. 51 www.theonlinecircle.com
  44. 44. CRISIS PLANNING: PREPARE YOUR COMPANY FOR SOCIAL MEDIA ATTACKS 2) Facebook Fan page brand-jacking and url-jacking is the new strategy for tree-huggers 52 www.theonlinecircle.com
  45. 45. CRISIS PLANNING: PREPARE YOUR COMPANY FOR SOCIAL MEDIA ATTACKS 3) Ownership disappears and sense of invisibility increases 53 www.theonlinecircle.com
  46. 46. FORENSICS Some characteristics of Internet attackers 54 www.theonlinecircle.com 1. Anonymity 2. Invisibility 3. No Stop/start communication 4. No authority 5. Voices in your head 6. An imaginary world
  47. 47. FIGHTING BEHAVIOUR IN A CRISIS – THE HOW-TO 55 a) Accumulate Data b) Learn and discover the baseline. c) Don’t take decisions based on: -Individual opinions; -Glaring analysis -Personal opinions -Emotional outbursts -Moral and local leanings d) Try to talk but not to have the last word. www.theonlinecircle.com
  48. 48. INTEGRATED TALENTS IS GOOD www.theonlinecircle.com
  49. 49. ENGAGEMENT INTO ACTION -MORO BACKGROUND: Kiwi consumers took to Social Media sites to express their disapproval at Cadbury’s manufacturing and recipe changes . With production of Moro transferring to Australia a different approach was needed to protect the position of New Zealand’s 4th most popular chocolate bar. OBJECTIVE: Reduce negative online mentions involving the changes to the Moro bar. www.theonlinecircle.com
  50. 50. ENGAGEMENT INTO ACTION -MORO STRATEGY: Involve online consumers in the refinement of the Moro recipe. Consumers were invited to give feedback via an online survey hosted on Cadbury’s Community website, Choclovers. This positioned Cadbury as listening to it’s consumers. Passionate fans were invited to join the ‘Moro Bar Advisory Panel’, receive updated versions of the product and participate in surveys. Part of the strategy involved using Facebook and Twitter to recruit and cultivate panellists. OUTCOMES: This pro-active approach helped nullify online conversations and turn disillusioned consumers into brand advocates. The Moro Bar Advisory Panel was so successful TVNZ enquired about doing a story on the Advisory Panel. www.theonlinecircle.com
  51. 51. LOOKING FORWARD 1) Learning 2) Acting 3) Protecting www.theonlinecircle.com
  52. 52. www.theonlinecircle.com ABC CHANNEL AUSTRALIA ON TWITTER
  53. 53. WORKSAFE www.theonlinecircle.com
  54. 54. BE PREPARED BEFORE www.theonlinecircle.com
  55. 55. www.theonlinecircle.com
  56. 56. THANK YOU & ANY QUESTIONS? Email: lucio@theonlinecircle.com Twitter: www.twitter.com/lucio_ribeiro www.theonlinecircle.com www.online1984.com www.theonlinecircle.com

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