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Build it before you need it -Social@Scale: Crisis Management

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Social Media firestorms are inevitable.

Here are 5 strategies for how you can build a community of advocates (using new and traditional media approaches) so you won't be caught off guard.


Presentation to #RaganPRSummit by VP/Marketing, Jeremy Epstein.

Published in: Education, Business, Technology
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Build it before you need it -Social@Scale: Crisis Management

  1. 1. CREATE AND SUSTAIN SOLID RELATIONSHIPS (WITH NEW AND TRADITIONAL MEDIA) @jer979 | @sprinklr #RaganPRsummitCONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012
  2. 2. MEET MICHELE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 2
  3. 3. AND MICHELE WORKS FOR DELTA @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 3
  4. 4. BRAND DISASTERS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 4
  5. 5. BRAND DISASTERS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 5
  6. 6. B2B ISN’T IMMUNE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 6
  7. 7. THE RELATIONSHIP BUILDING CHALLENGE @jer979 @sprinklr #RaganPRsummit Social Media Community Attention Firestorms Economy CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 7
  8. 8. IT’S AN ATTENTION ECONOMY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 8
  9. 9. EVERY 7 SECONDS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 9
  10. 10. BUILD IT BEFORE YOU NEED IT @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 10
  11. 11. TRUST @jer979 @sprinklr #RaganPRsummit High quality products or services 69 Company I can trust 65 Transparent and honest… 65 Treats employees well 63 Communicates frequently 55 Prices fairly 55 Good corporate citizen 51 Innovator 46 Financial returns 39 Widely admired leadership 39 0 20 40 60 80Source: Edelman Trust Barometer, 2011 CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 11
  12. 12. YOUR ADVOCATES CAN HELP…IF YOU’VE EARNED IT @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 12
  13. 13. SO, HERE’S HOW WE ARE GOING TO DO IT @jer979 @sprinklr #RaganPRsummit IN 10 MINUTES PER DAY CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 13
  14. 14. WHAT’S THE MOVEMENT YOU WANT TO START? @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 14
  15. 15. AUTONOMY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 15
  16. 16. MASTERY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 16
  17. 17. PURPOSE @jer979 @sprinklr #RaganPRsummit “We make this product SO THAT…” CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 17
  18. 18. AND HERE’S HOW TO START IT… @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 18
  19. 19. BE THE CONNECTOR @jer979 @sprinklr #RaganPRsummit Metcalfe’s Law: The Power of the Tool CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 19
  20. 20. BE THE CONNECTOR @jer979 @sprinklr #RaganPRsummit Reed’s Law: The Power of You CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 20
  21. 21. REED’S LAW: CONNECT PEOPLE AROUND THAT MOVEMENT @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 21
  22. 22. OVERWHELMED BY CHOICE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 22
  23. 23. BE THE FILTER @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 23
  24. 24. STORIES, NOT BULLET POINTS @jer979 @sprinklr #RaganPRsummit Pakistan Flood Aid 18 16 14 12 10 Funds Needed 8 Funds Raised 6 4 2 0 CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 24
  25. 25. THE SUCCESS CRITERIA @jer979 @sprinklr S Simple #RaganPRsummit U Unexpected C Concrete C Credible E Emotional S Story S CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 25
  26. 26. STORIES, NOT BULLET POINTS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 26
  27. 27. FIND THE INHERENT DRAMA @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 27
  28. 28. IN A NEWSLETTER…. @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 28
  29. 29. AN OUT-OF-OFFICE MESSAGE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 29
  30. 30. EVEN A BUSINESS CARD… @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 30
  31. 31. DON’T TELL ME YOU CAN’T… @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 31
  32. 32. PARTICIPATE IN A RELEVANT WAY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 32
  33. 33. @jer979 @sprinklr #RaganPRsummitCONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 33
  34. 34. ONE OFFS THAT ARE WOM-WORTHY @jer979 @sprinklr #RaganPRsummit Write 1 LinkedIn Testimonial Per Week CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 34
  35. 35. ACTIVITIES AT WORK @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 35
  36. 36. LET ME SHOW YOU HOW WE DO IT CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 36
  37. 37. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr #RaganPRsummit Relevant Connections Connections RelevantDay Audience Participation Actual Goal Participation GoalMonday Clients 3 5 5 10Tuesday Prospects 4 5 6 10 Analysts/Wednesday 2 5 7 10 InfluencersThursday Clients 4 5 4 10 Press/Friday 2 5 8 10 Bloggers CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 37
  38. 38. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr Identify People by Location/Interest #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 38
  39. 39. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr Profile People Based On Interaction #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 39
  40. 40. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr Look at Interaction History #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 40
  41. 41. METRICS @jer979 @sprinklr Response & Amplification #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 41
  42. 42. YOU CAN DO IT! @jer979 @sprinklr #RaganPRsummit > 30,000 Notes CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 42
  43. 43. THANK YOU!Jeremy EpsteinVP/Marketing & Mega-EvangelistE: jepstein@sprinklr.comM: +1-202-370-1431 CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 43

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