SlideShare a Scribd company logo
Can a brand ever 
truly be social? 
Crisis communications, #BrandVandals and 
some plain talking 
Stephen 1 | 04.10.2014 
Waddington
So let’s talk about it 
@wadds wadds.co.uk #uplx2014 
2 | 04.10.2014
Welcome to the party 
3 | 04.10.2014 
Source: Ketchum
Media change 
4 | 04.10.2014 
Source: Stephen Waddington
The audience answers back 
5 | 04.10.2014 
Source: Stephen Waddington
#BrandVandals 
6 | 04.10.2014
#BrandVandals 
7 | 04.10.2014
#BrandVandals 
8 | 04.10.2014
#BrandVandals 
9 | 04.10.2014
10 | 04.10.2014 
Managing a crisis 
@wadds wadds.co.uk #uplx2014
A conversation 
11 | 04.10.2014 
Image source: Hugh MacLeod
Meet public expectation 
12 | 04.10.2014 
Image source: Patagonia
Risk 
audit 
13 | 04.10.2014 
Team Workflow Training 
Test, 
test, test 
Best practice preparation
Listen: monitoring and alerts 
14 | 04.10.2014 
Image source: Dave Carroll
Assess the situation 
15 | 04.10.2014
Develop a response 
16 | 04.10.2014
17 | 04.10.2014 
Careless talk 
@wadds wadds.co.uk #uplx2014
Nice but dim 
18 | 04.10.2014 
Source: Condescending Corporate Brand Page, Facebook
Daft 
19 | 04.10.2014 
Source: Kenneth Cole tweet uses #Cairo to promote Spring collection, Huffington Post
Automation 
20 | 04.10.2014 
Source: Learning by doing it wrong, KLM
21 | 04.10.2014 
Social brands 
@wadds wadds.co.uk #uplx2014
Social brands 
22 | 04.10.2014 
Image source: Greggs
Social brands 
23 | 04.10.2014 
Image source: Greggs
Social brands 
24 | 04.10.2014 
Image source: Paul Fabretti / Telefonica
Customer service conversation 
25 | 04.10.2014
Customer service conversation 
26 | 04.10.2014
Customer service conversation 
27 | 04.10.2014
Customer service conversation 
28 | 04.10.2014
Customer service conversation 
29 | 04.10.2014
Customer service conversation 
30 | 04.10.2014
Customer service conversation 
31 | 04.10.2014
32 | 04.10.2014 
Being social 
@wadds wadds.co.uk #uplx2014
Media 
relations 
33 | 04.10.2014 
Influencer 
relations 
Branded 
media 
Community 
Social 
Business 
Stages of social development
A personal story 
34 | 04.10.2014 
Image source: Stephen Waddington
Maslow's Hierarchy of Needs 
35 | 04.10.2014
The media of me 
36 | 04.10.2014 
baby: no profiles and still find social media all a bit 
baffling and new-fangled 
child: on the most popular networks and push out 
marketing content 
teenager: social media as a communication and 
marketing channel 
young adult: two-way engagement, likely 
communication, marketing and customer service. 
Integrated systems 
grown up: the truly social organisation. Mature work-flow
Thank you 
Listening and planning should 
be the start point for any 
social media activity 
Social media is human media. 
Automate and industrialise 
with extreme care 
Be brave. Challenge your 
organisation. Do the best 
work that you can 
37 | 04.10.2014
38 | 04.10.2014 
Can a brand ever 
truly be social? 
Stephen Waddington 
@wadds 
wadds.co.uk

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Can a brand ever truly be social?