This document provides an overview of TCO's Social Media Academy program on corporate reputation and risk management. It discusses the importance of reputation management and risk mitigation on social media. It outlines TCO's proprietary tools and experience in social listening, crisis management, and strengthening corporate reputation. The document also summarizes a workshop on developing a risk assessment process, crisis response plan, and strategies for addressing issues and influencing perceptions on social media.

1. Corporate Reputation &
Risk Management
mUmbrella & TCOʼs
Social Media Academy

2. #mUmTCO

3. CORPORATE REPUTATION
& RISK MGMT
EARNED OWNED
SOCIAL INSIGHTS
& BEHAVIOURS FILM / AV
PAID SHARED
ENVIRONMENTAL ANALYSIS CONNECTION
CREATE (LEAD) Channel, role, message & call-to- DIGITAL INTERACTIVE
COMPETITORS / AUDIENCE action
BUSINESS /
MARKETING Strategy Ideas Planning Execution
OBJECTIVES
BRAND ESSENCE / TOOLS / AMPLIFY (PARTNER) ASSET/CONTENT DESIGN
ASSETS / EXPERIENCE Creative Development
TCO PROPRIETARY TOOLS / BROADCAST EXPERIENCE
TYPOGRAPHY
EXPERIENCE
DIGITAL
MEASUREMENTS & INSIGHTS

4. Why is this important?
• Reputation Management - protect the corporate reputation & brand
• Risk Mitigation - voices can be amplified & issues can spread
exceptionally fast via social - be prepared
• Proactive - protect & strengthen your brand through social
Socialrati.com

5. MISSION CONTROL
http://www.youtube.com/watch?v=InrOvEE2v38
Socialrati.com

6. The way you respond & manage
will make or break you
“...by 2014 organisations that refuse to communicate with
customers by social media will face the same level of wrath from
customers as those that ignore today's basic expectation that
they will respond to emails and phone calls...it has been
predicted that responding to enquiries via social media channels
will be the new minimum level of response expected..."
Corporate Risk & Insurance

7. TONIGHT
1. ACCC Ruling
2. Risk Management Process - Be Prepared
3. Five steps to manage your corporate reputation
4. Workshop

8. BREAKING THE RULES

9. ACCC RULING
“Marketing communication
on an advertising platform”
Brands have “substantial
control” over on page content

10. Companies can be liable for
MISLEADING or DECEPTIVE posts
EVEN IF POSTED BY A
THIRD PARTY!
Small businesses should remove any of these comments as soon
as they become aware of them. ʻWell-resourcedʼ businesses
should take action within 24 hours of the post going live...

11. RISK MGMT PROCESS
TWO KEY MEASURES TO PREPARE YOUR BRAND

12. Listen and learn
According to KellerFay WOM Group, 10% of all conversations
about brands occur online. This represents a considerable
opportunity for businesses. More interestingly, of this 10%, just
one quarter are motivated by advertising, which begs the
question: What are the other three quarters of conversations
being had about your brand or company? This is where the
power of Social Media Listening (SML) kicks in.
Think where does a crisis usually start?

13. Reactive and Proactive
PROACTIVE REACTIVE
MARKETING COLLECTION PROCESSING ANALYSIS RESULTS
FUNCTION
Trends Actionable insights
Identification of key Volume/type of Campaign/brand performance
Search & keyword set-up
conversations/KOL conversations Sentiment Analysis
Brand Data scraping
Track discussion of assets/ Active channels Customer response
Data clean-up Association between assets/
sponsorships Reporting on agreed
metrics sponsorships & brand
Trends
Identification of key Risk mitigation/management
Volume/type of
Search & keyword set-up conversations/KOL/ Sentiment analysis
conversations
Corporate Data scraping Stakeholders
Active channels
Actionable insights
Data clean-up Track discussion of assets/ Association between assets/
Reporting on agreed
sponsorships sponsorships & corporate
metrics
Trends
Competitor Analysis
Volume/type of
Search & keyword set-up Identification of key Share of Voice
conversations
Category Data scraping conversations/KOLs/
Active channels
Consumer opinions &
Data clean-up Stakeholders concerns
Reporting on agreed
Actionable Insights
metrics
On Brand/Company Communities Platforms
Off Brand/Company Communities Platforms

14. 1. PRE-EMPT COMMUNICATIONS
TCO work with client & key stakeholders to conduct a risk assessment
KEY CRITICAL WORDS
LEGISLATION (EXISTING COMPETITORS
AND UPCOMING) (PRODUCT)
COMPETITORS
KEY OPINION LEADERS
(CATEGORY)
RISK
KEY POLICY MAKERS (BUSINESS, BRAND,
SPONSORSHIP ASSETS
CATEGORY)
KNOWN PRODUCT
EVENTS
ISSUES
KNOWN PRODUCT
SUPPLY CHAIN NPDS
WATCH OUTS
CUSTOMERS

15. 1. PRE-EMPT COMMUNICATIONS
TCO work with client & key stakeholders to conduct a risk assessment
KEY CRITICAL WORDS
LEGISLATION (EXISTING COMPETITORS
AND UPCOMING) (PRODUCT)
COMPETITORS
KEY OPINION LEADERS
(CATEGORY)
RISK
Share within the business
KEY POLICY MAKERS (BUSINESS, BRAND,
CATEGORY)
SPONSORSHIP ASSETS
KNOWN PRODUCT
EVENTS
ISSUES
KNOWN PRODUCT
SUPPLY CHAIN NPDS
WATCH OUTS
CUSTOMERS

16. Traffic Light System
Green (24 hours)
Style of comment: spam, obscenities, anti-community behaviour etc.
Frequency: Often
Example: “Help save the whales from Japanese whaling by clicking this link and
liking this page”
Amber (6 hours weekday, 24hours weekend)
Style of comment: Question about product, brand & services.
Frequency: Occasionally
Example: “I love Powerade but I heard that its production has been halted. Is this
true?”
“Who do I contact to get me a job selling Powerade”
Red (2/4 hours regardless of day)
Style of comment: Contentious issues surrounding the category, brand or business. This also includes any
commend which could be deemed as misleading.
Frequency: Infrequent
Example: “Powerade can make you into an Olympic athlete.”
! “Powerade bottles are polluting the ocean and killing turtles”

17. What are your Code Red topics?
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18. 2. BE READY TO SWITCH ON
(CODE RED ACTION)
Have a plan in place on how a topic should be escalated to the
people who make decisions

19. Escalation Plan
Recommendation that you should
develop a series of pre-approved
updates that can used within the
community.

20. What do you do in a crisis?
0 -15 Category Red - Call Tree:
Category Red
Step away from the email
0 -15 15 -30 ongoing
Alert community
Client Internal Community Manager to
Brand Manager manager of desired
Process monitor issue
approach & response
Corporate Affairs
Marketing Manager
Get it agreed beforehand
Know when to hit the button
Marketing Director
Escalate again if
needed
CEO

21. FIVE STEPS

22. At the basis of all conversation
Five key areas to ensure you are protecting your business, addressing
customer concerns and strengthening your brand
1. Plan Ahead
2. Donʼt ignore
3. Mean it
4. Backtrack if needed
5. Be influential

23. 1. Plan Ahead

24. 2. Donʼt ignore the crisis & hope it will go away

25. 3. Make sure you mean it

26. 4. Backtrack if required
Be Human. Admit when you have made a mistake

27. 5. Be influential & change perceptions
Work to understand what the crux of the issue is.
Address it. Own the issue and take control of it.
Identify who the key opinion leaders are, and assess who in
your audience is speaking out the loudest. Reach out to
your supporters.

28. RECAP / KEY TAKEOUTS
Companies can be liable for misleading or disruptive posts
Be prepared. Plan out different scenarios and how you would react
Ensure key issues and watch outs are shared within the business so communications can be
pre-empted
Listen proactively and react when required

29. @TCO
Thank you

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