Losing control of your brand - the right way A presentation given by Fergus Kibble of Hill & Knowlton Australia, at Digital Now Australia (DNA09). Brand reputation in the digital world means losing control of your brand. It means re-shaping the level of engagement with your target market and letting them amplify their opinions to countless thousands of other consumers. Managing your reputation on line in the web 2.0 world presents one of the greatest challenges for marketers today. This video provides practical and compelling lessons, learning from those brands that got it right, and those brands who may well be the poster children of social media failure. Learn how to harness the benefits of your internal ambassadors as well as the value of internal communications and crisis management in the digital realm. Consider the components you require for a well planned, strategic and tactical response and the unpredictability of consumer sentiment when your brand is in the social media headlights. Gain new knowledge on how to introduce agility and real time engagement for your brand in the web 2.0 sphere.

2. PR & Reputation in a Web 2.0 World
Losing control of your
brand the right way
Fergus Kibble

3. Markets are conversations
"A powerful global conversation has
begun. Through the Internet, people are
discovering and inventing new ways to
share relevant knowledge with blinding
speed. As a direct result, markets are
getting smarter—and getting smarter
faster than most companies."
The Cluetrain Manifesto - 1999
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4. Cluetrain - “Top 5”
1. Conversations among human beings sound human.
2. People in a networked market have figured out that they get far better
information and support from one another than from vendors.
3. There are no secrets.
4. The networked market knows more than companies do about their own
products. And whether the news is good or bad, they tell everyone.
5. Companies need to lighten up and take themselves less seriously. They
need to get a sense of humour. Getting a sense of humour does not mean
putting some jokes on the corporate website. Rather, it requires big values,
a little humility, straight talk, and a genuine point of view.
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5. A timeline of the social internet
1994 1995 1998 2001 2003 2004 2005 2006 2008
iTunes
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7. Changing media landscape: The rise of the blog
Source: Brodeur 2008 44

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9. A different news cycle
April 11, 2009
April 16, 2009
April 4, 2009
April 14, 2009
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10. The social media news flip
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11. The risk posed by your own people
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12. a framework within
which to lose control
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13. GOAL
1. Prepare
Proactive:
Prepare
Social Media Strategy
Reactive:
Crisis & Issues Planning
Policies and Guidelines
Training
STRATEGY
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14. 2. Listen
Identify influencers
Listen Track conversations
Analyse impact
Continuous tracking
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15. 3. Speak
Corporate blog
Speak
(RSS, email, Social Media News Release)
Social media release
Issues micro-sites
Crisis/Dark Site
Amplification tools
(YouTube, Flickr, Twitter)
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16. 4. Engage
Blogger outreach
Engage Social networks
Employee engagement
Consumer collaboration
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17. June 15, 2009
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18. Have a plan,
don’t just plan
to…….
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19. Join the
conversation
before you are the
conversation
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20. measure,
integrate &
amplify
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21. How an online crisis unfolds:
4 hours in 4 minutes…
Analysis of the online response to
crash of US Airways Flight 1549
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23. THANK YOU
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