PureMatter with Todd Wilms, Sr. Director of Social Media Marketing, SAP present: Defending and Enhancing your Brand on Soc...
Responses in 72 hours:           Twitter or LinkedIn       Twitter: @toddmwilms     Blog: www.toddwilms.com            For...
Agenda1. Reactive (Defense)2. Proactive (Offense)
No jokes – Just real life  If a tweet falls in the                                                 This move is “out of   ...
Anti- “Love Story”                               “Social Means Having To Say You Are Sorry”                               ...
FedEx – Which is more fun to watch?@toddmwilms #pmlabs#SMWLA                                           @toddmwilms
FedEx Stock Price: Nov 2011 – Mar 2012                                              Coverage                              ...
Rules for Crisis Social Communications1.   Be Humbled                5.   Take Action2.   Be Real                   6.   L...
Proactive1.   Listen2.   Understand Social Influence3.   Build Communities4.   Humanize Your Brand
Listen         “Take the megaphone away from your mouth; put it to your ear”                                -SAP CMO Jonat...
Understand Social Influence@toddmwilms #pmlabs
Build Communities@toddmwilms #pmlabs#SMWLA                         @toddmwilms
Humanize Your Brand
Our customersproduce more than72% of the world’sbeer.
Our customersproduce more than70% of the world’schocolate.
Our customersproduce more than86% of the world’sathletic footwear.
Our customersproduce more than60% of the world’s toysand games
63% of the world’stransaction revenuetouches a SAP system.
Humanize Your BrandKnow Culture: You can only bend culture so farEmpathize: How do we make our customer’s successfulTell S...
Recap:                         1. 8 Rules for Crisis Comms: Be Human                                    2. Listen: Megapho...
Responses in 72 hours:           Twitter or LinkedIn       Twitter: @toddmwilms     Blog: www.toddwilms.com            For...
Thank You
Air Force Web Posting Response Assessment                                              Blog or Twitter Post Discover      ...
PM Labs Todd Wilms Webinar
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PM Labs Todd Wilms Webinar

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Defending and Enhancing your Brand on Social Media.

As social media gains more and more traction across the world, so too does the impact that individuals can have on a brand. In the past, brands only had to worry about press and media. Today's brands struggle to make sense of the myriad of voices that can impact their market position. Sophisticated brands have not only found authentic ways to defend themselves when things go awry, but are successfully enhancing themselves in the process. We’ll look at a few brands that have recently and publicly failed, but we’ll also talk about some case studies where brands are doing this right. You don't need a big team and a big budget to manage your brand, but you do need to know the rules.

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PM Labs Todd Wilms Webinar

  1. 1. PureMatter with Todd Wilms, Sr. Director of Social Media Marketing, SAP present: Defending and Enhancing your Brand on Social Media@toddmwilms #pmlabs
  2. 2. Responses in 72 hours: Twitter or LinkedIn Twitter: @toddmwilms Blog: www.toddwilms.com Forbes Blog:www.Forbes.blogs.com/sap/todd-wilms
  3. 3. Agenda1. Reactive (Defense)2. Proactive (Offense)
  4. 4. No jokes – Just real life If a tweet falls in the This move is “out of The “Huh?”-apology woods … fashion” One of the world’s largest oil “We are incredibly sorry for our During violent protests in Egypt companies (this time not tweet about #Aurora – Our PR is early in the year, fashion BP), didn’t see the need for a NOT US based and had not designer Kenneth Cole Twitter account – so checked the reason for the personally tweeted . . . Greenpeace created one for trend” – Celeb Boutique, after them. tweeting: "Millions are in uproar in #Cairo. Rumor is they heard For 6 weeks they broadcast to “#Aurora is trending, clearly our new spring collection isthe world how this company was about our Kim K inspired available online." destroying the planet from the #Aurora dress ;)”“companies own” twitter handle. Friends don’t let friends drink and tweet . . . “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the companys social-media agency had got confused about which account he was logged into and while drinking one Friday night …@toddmwilms #pmlabs
  5. 5. Anti- “Love Story” “Social Means Having To Say You Are Sorry” Pre-Social: Raised to level of awareness by leaders Movement Protest Rally Awareness Threshold Letter / Op- Ed Communal Pre-Social: May be invisible Annoyance to leaders Post-Social: Easily visible to Angst Vote with leaders Irritation Wallet@toddmwilms #pmlabs
  6. 6. FedEx – Which is more fun to watch?@toddmwilms #pmlabs#SMWLA @toddmwilms
  7. 7. FedEx Stock Price: Nov 2011 – Mar 2012 Coverage slows to a Dec 21: Formal crawl YouTube Apology Dec 19th: Video hits YouTube@toddmwilms #pmlabs#SMWLA @toddmwilms
  8. 8. Rules for Crisis Social Communications1. Be Humbled 5. Take Action2. Be Real 6. Learn from Mistakes3. Be Honest 7. Steps to Ensure . . .4. Be Direct 8. Where to go for . . .
  9. 9. Proactive1. Listen2. Understand Social Influence3. Build Communities4. Humanize Your Brand
  10. 10. Listen “Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher@toddmwilms #pmlabs#SMWLA @toddmwilms
  11. 11. Understand Social Influence@toddmwilms #pmlabs
  12. 12. Build Communities@toddmwilms #pmlabs#SMWLA @toddmwilms
  13. 13. Humanize Your Brand
  14. 14. Our customersproduce more than72% of the world’sbeer.
  15. 15. Our customersproduce more than70% of the world’schocolate.
  16. 16. Our customersproduce more than86% of the world’sathletic footwear.
  17. 17. Our customersproduce more than60% of the world’s toysand games
  18. 18. 63% of the world’stransaction revenuetouches a SAP system.
  19. 19. Humanize Your BrandKnow Culture: You can only bend culture so farEmpathize: How do we make our customer’s successfulTell Stories: Customer’s success stories, not your ownAggregate: Goal = ½ of our content be 3rd party on SAP@toddmwilms #pmlabs
  20. 20. Recap: 1. 8 Rules for Crisis Comms: Be Human 2. Listen: Megaphone to Ear 3. Understand Social Influence: Know, Engage, Listen 4. Build Communities: Platform for Engagement5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices
  21. 21. Responses in 72 hours: Twitter or LinkedIn Twitter: @toddmwilms Blog: www.toddwilms.com Forbes Blog:www.Forbes.blogs.com/sap/todd-wilms
  22. 22. Thank You
  23. 23. Air Force Web Posting Response Assessment Blog or Twitter Post Discover Has someone discovered a blog post about SAP? Is it a positive post? N Y “TROLLS” Evaluate Is this site dedicated to bashing & degrading others? CONCUR N Y MONITOR ONLY A factual well cited “RAGER” Y Avoid responding / monitor for relevant info response, which Is this post a rant, rage, joke, ridicule may agree or or satirical? N disagree w/post, yet is not negative FIX THE FACTS N “MISGUIDED” Y Respond w/factual info directly LET POST Are there erroneous facts in the post? (see blog response considerations below) STAND N No response Y “UNHAPPY CUSTOMER” RESTORATION Y Rectify the situation, respond and act upon Is the post a result of a negative a reasonable solution. experience from stakeholder(s) See blog response considerations below.Respond N FINAL EVALUATION SHARE SUCCESS LET POST Proactively share your Base response on present circumstances, influence and N STAND Y story & mission w/blog No response prominence. Will you respond? Y Y SOURCING INFLUENCE TIMELINESS TONE TRANSPARENCY Cite your sourcesConsiderations Disclose your SAP by including Take time to create Respond in a tone Focus on the most a good response – that reflects highly influential blogs Affiliation links, video, image related to SAP 24 hours maximum on SAP s, other references

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