Case studies on real time social media responses that won the Internet and beyond, plus a guided discussion on what Red Lobster should have done in their #Formation response. Prepared for Georgetown University School of Professional Studies class on February 8, 2016.

1. WHAT DOES IT TAKE
TO WIN THE
MOMENT?
TAMMY GORDON, VERIFIEDSTRATEGY.COM
GEORGETOWN UNIVERSITY, SCHOOL OF PROFESSIONAL STUDIES
FEBRUARY 8, 2016

2. WHEN THIS HAPPENS, WHAT DO YOU
DO?

3. NEW MEDIUM, SAME
COMMUNICATIONS BASICS
 GOAL
 AUDIENCE
 STRATEGIES

4. Case Study: We’ll Miss You, Biggie

5. Case Study: The Emmys

6. Case Study: Tiger Woods Press
Conference

7. CASE STUDY: RED LOBSTER

8. CASE STUDY: RED LOBSTER
 GOAL
 AUDIENCE
 STRATEGIES

9. CASE STUDY: RED LOBSTER
 SOCIAL MEDIA WAR ROOM: Always have a social media war room for big
crisis or big opportunity. It should include all decision makers. You need
everyone from your lawyer to your CEO on the line, if that’s what it takes.
 SCALABLE NETWORK: Sometimes, your team is not the best person to
respond. Agencies, friends of your brand, consultants, your customers or
someone else might have the right response strategy.
 CREATIVE AND STRATEGY ARE NOT THE SAME SKILL SET: You need
creative to draft copy and graphics. Right. Now.
 NO SUBSTITUTE FOR A DIGITAL C-SUITE: If your CEO or CMO understands
Twitter, they know you need real time, on brand and authentic voice. If
they don’t, it’s always an uphill battle.

10. TAMMY GORDON
TWITTER: @TAMMY & @CSUITESOCIAL
EMAIL: TAMMY@VERIFIEDSTRATEGY.COM
WEB: WWW.VERIFIEDSTRATEGY.COM