Content is queen, strategy is king

1. Content is king queen
Doug Lacombe, MBA
President, Communicatto Inc.

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Once upon a time …

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Ruled by benevolent kings

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Ruled by benevolent kings

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Ruled by benevolent kings

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Ruled by benevolent kings

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Ruled by benevolent kings

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Power to the people!

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And so we meandered, drunk on the mead of information

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One day, the throne was seized

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Next thing we knew, the info drawbridge went up

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And only those with coin could cross the moat

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New threats emerged

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Louder ones, greater in numbers

15. Requiring new weapons
Paid
Earned
Owned
Social

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As well as a new model of protection

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Leaving one problem, how to reach the townsfolk?

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First, an upgrade was necessary

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Second, a new distribution system

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AKA the round table defense

21. But can the peasants see you in the castle?

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Taking flightGoing into battle prepared

23. • Prepare for war
• Assemble an army
• Map out your plan
• Listen to your scouts
• Maintain contact with the castle
• Assign guard duty for the night
• Assess the situation
• Heat more oil
• Do it again
Planning your siege

24. • Protect the coat of arms at all costs
• Bring intelligence to the generals
• Embed spies, assign scouts
• Issue marching orders to the troops, each has a role
Pre-siege

25. • People
• Access
• Secrets
• Tone
• Real job
• Identity
• Consequences
• Existing orders
Soldiers code of conduct

26. • Situation
• Objectives
• Targets
• Personas
• Strategy
• Tactics
• Actions
• Controls
• Crisis
• Resources
Battle plan

27. 1. No silence, no delay
2. You have something to say even when you don’t
– Holding statements
3. Make your website the authoritative source, but respond on the channels where
people are talking about your crisis
4. Spend time responding to those who “deserve” it
5. Be seen to be responsive
6. You set the pace (updates every 10 mins or as appropriate)
7. Refer and link to other channels (i.e. news releases) – best if embedded into your
website, but use wire, YouTube if you can’t
8. Provide a call to action if/when appropriate
9. Share info from other authoritative sources if/when appropriate (police, EMS,
regulator, government)
10. Tell them when it’s over – over and over
Ten social media pro tips during a crisis

28. • Reader-centric, not usual corporate blather
• Reader asks WIIFM?
• Avoid barriers to communication like industry jargon, long
boring treatises/lectures
• Write like a journalist, inverted pyramid
• Human interest angles always best
Content is king queen

29. • Lists
• Hashtags
• Monitor conversation threads
• Blog search
• Social media dashboards (Sprout Social, HootSuite)
• Monitoring tools (Heartbeat, Radian6 etc.)
• Influencer discovery software:
– GroupHigh
– Webfluenz
– Traackr
– InNetwork (h/t to Danny Brown)
• Your own (social) CRM
Finding and tracking influencers

30. • Internal:
– Awareness, skills, knowledge, comfort
– Executive support/sponsorship
– Resources
– Content production/corporate “newsroom”
– Review and proofing cycles, legal, Investor Relations
– Proving ROI
• External
– Anyone caring
– Snark, cynicism and attacks
Challenges

31. • Prepare with pre-siege checklist
• Plan with SOAP STACCCR strategy framework
• Resource the activity
• Experiment with content
• Measure KPIs
• Fail fast but with controls
• Hunt for your peeps
• Be human, don’t be boring
• Prepare and drill for crisis
• Constantly re-evaluate
Summary

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Strategy is king queen

33. Questions?
Doug Lacombe, President
@dblacombe doug@communicatto.com