The document discusses promoting and protecting brands through social media engagement. It makes several key points: 1) Organizations need to engage with stakeholders through social media even if they do not use social media themselves, as stakeholders increasingly relate to people rather than organizations. 2) Authentic engagement is important, and organizations need to understand who is responsible for social media efforts and properly fund them, with comparable spending to traditional media. 3) Organizations need to ensure online community engagement reflects community needs, limits misinformation, and improves perceptions by focusing on the future. 4) Digital strategies must be tailored to specific key performance indicators to maximize return on influence. Influencing key community members can help reach broader audiences

1. Promoting & Protecting
In Today’s Social Currency
24/2/11

3. #1‐ You are not your
customer
• “People don't relate to
organisations, they relate to
people."
• This is an important insight.
You may not use social, but
that doesn't mean that your
stakeholders don't use social.
• You are not your customer.

4. #2‐ Live & breathe
authenticity
Jeremiah Owyang,
Altimeter Group, 2010

5. #3‐ Operationalise it
• Understand who is
responsible for it in your
organisation, and fund it
• Spending on your Web site
and digital
communications should be
comparable to your old
media spend.

6. #4‐ Are you doing
enough?
– Brand Promotion
– Brand Protection

8. Putting the
“engagement” in
community
Ensure your community
engagement efforts have
an engaging place online
to build support for
policies and projects

9. The importance of tribes
• Seth Godin,
TED Talks

14. And manage expectations...

15. Three decades of
community involvement
1980s
Develop the best
possible project
solution and tell the 1990s
community Develop the
“Telling”
best possible
project solution 2000s
and consult the Present the issues to
community the community,
“Selling” highlighting negotiables
and non-negotiables,
and work together to
develop the best
possible solution
“Involving”

16. With online community
engagement
• Ensure online outcomes reflect You can:
the needs of the community
• Limit misinformation about
your project using online
strategies
• Improve the perception of your
organisation in the eyes of the
local community by focusing on
the future not the past

18. C2030 case study
“...there is a new
willingness maybe among
younger Western
Australians to say,
actually, I do want to have
my voice heard, and I do
want to be part of this
discussion.”
Geoff Hutchison
- ABC Radio at C2030

19. Plan for the Spanish
Inquisition
Don’t pretend it can’t
happen to you. Make
digital part of your
public affairs and
issues management
plans.

20. As Monty Python used to say,
no one expects the Spanish Inquisition.

21. Montara‐ PTTEP
• 21 August 2009: Uncontrolled
leak of oil, gas and water from
Montara WHP in Timor Sea
• 690km west of Darwin; 250km
north west of Truscott

22. Domino’s YouTube
incident
• The Domino's Youtube
Incident took place in April
2009 when two thirty‐
something employees of a
North Carolina Domino’s Pizza
recorded themselves sticking
some cheese up their noses
and farting on the food.
• And Domino's U.S.A. president,
Patrick Doyle, issued an
apology on YouTube.

24. Understand your KPIs
Digital strategies are not
created equally. Develop
highly defined strategies
based on your specific
KPIs. What does ROI
(return on influence) mean
for you?

25. Influencing the
influencer
• A successful online
marketing campaign will
tap the (right) few to reach
g hl y
D i g i ta l i s h i i ng the many
fragmen ted, mean
ll
audience s are sma • For example, a network of
1,000 = 500,000 links or
connections to others
• 10% influence the
remaining 90%

26. Return on Influence
(ROI)
KPIs:
Volume= reach & frequency
Engagement = time spent with your brand
Conversion= anything showing action
Reach X Frequency
+ (Sentiment + Ecosystem) = Return on Influence
Time Spent

27. Best Practice

29. US Navy–
many audiences
many ways to connect

30. Navy considerations in the
age of social media
Sailors—ask yourself the following:
• Have you talked to your spouse (siblings, parents, significant other) about what will
happen if you go missing or are killed?
• Have you considered adjusting your privacy settings?
http://www.slideshare.net/USNavySocialMedia/recommended‐facebook‐privacy‐
settings‐august‐2010
• Would the information you have publicly available now be acceptable to you if you
went missing or were killed?
• Have you considered a power of attorney to give your next‐of‐kin the ability to
manage and/or turn off your social media site(s)?
• Have you talked to your immediate family about their privacy settings? Information
they share about you could be made public depending on their privacy settings
• Have you ever Googled yourself? Think about what information would be available
to the media or enemies if they were to search for your name online.

32. What are we taking
away from today?

33. Putting the
“engagement” in
community
Ensure your community
engagement efforts have
an engaging place online
to build support for
policies and projects

34. Plan for the Spanish
Inquisition
Don’t pretend it can’t
happen to you. Make
digital part of your
public affairs and
issues management
plans.

35. Understand your KPIs
Digital strategies are not
created equally. Develop
highly defined strategies
based on your specific
KPIs. What does ROI
(return on influence) mean
for you?

36. Thank you.