The document discusses communications evolution and social media adoption. It provides guidance on developing a social media strategy and flight plan using frameworks like BUMP (brand, understand, monitor, policy) and SOAP STACCR (situation, objectives, audience, personas, strategy, tactics, actions, controls, crisis, resources). It emphasizes preparing with checklists, experimenting with content, measuring key performance indicators, and being responsive in a crisis. The overall message is that organizations must thoughtfully plan social media activities like taking flight, resource them properly, and continuously re-evaluate and improve their approach.

1. The communications evolution
Doug Lacombe, MBA
President, Communicatto Inc.

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Media’s evolving, is your media mix?

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The new media mix

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Hub and spoke publishing, own your platform

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Are you visible to search?

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education
observation
broadcast
participation
relationships
collaboration
social media experience
1-way → 2-way
take value → add value
Social media adoption curve

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Taking flight

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• Pre-flight
• Flight crew
• Flight plan
• Watching your instruments
• Maintain contact with air traffic control
• Land
• Debrief
• Refuel
• Do it again
Planning your flight

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• Brand – protect it NOW
• Understand – educate executives, develop skills, comfort
• Monitoring – can’t fly without radar
• Policy – who can tweet what, where and why
Pre-flight checklist - BUMP

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• People
• Access
• Secrets
• Tone
• Real job
• Identity
• Consequences
• Existing policy
Flight rules

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• Situation
• Objectives
• Audience
• Personas
• Strategy
• Tactics
• Actions
• Controls
• Crisis
• Resources
Flight plan

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SmartInsights.com

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• Distinguish between severity levels
– Issues
– Incidents
– Crises
Crisis

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Severity matters

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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

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• 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, still

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• 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

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• 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

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Takeoff!

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• Prepare with BUMP pre-flight checklist
• Plan with SOAP STACCR 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

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