Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Building Reputation
One relationship at a time
with social media
Using community relations and
embracing diversity
#pubcon
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Do & Did
Is he qualified?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
He failed…why?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Total “Proof of Concept”
Most busin...
Shut’er Down
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Listened to customers
•  Feedback ...
You can’t be LAZY
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Reputation can be measured, m...
So Now What?
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Consider that SM use is increasing...
My Tag Line
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
You can’t be “kinda” pregnant
•  Eatin...
Need A Team
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
You need a team and specific roles
•  ...
Authenticity
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Continuity (logo, messaging, links...
Transparency
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Determine guidelines of what “is a...
Authority Decentralized
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Information is no longe...
Speediness
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Soooo important however, cannot comp...
Joint Efforts
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Collaboration really defines Soci...
Community Building
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Get in your communities
•  B...
Customer Service
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Ever spend 15+ minutes on hold...
Research & Development
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  What does FB, Twitter an...
Media Relations
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Journalist outreach on SM can h...
Crisis Management
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Have a plan
•  Use special ac...
Nice Move
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Staff Engagement
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Have processes / guidelines in...
Ethics
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  How it can be perceived by ALL audiences...
Legalities
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  2009 FTC Guidelines for Endorsements...
Integrity
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  ….being asked to do some shady “stuff...
Integrity 4 Life
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Doing the right thing when
no one...
Make Decisions
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
You can make a decision to listen
a...
Process
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Discover
Evaluate
Respond
Process
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Have responses ready and in a searchable, ...
Discover
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
#1 Has a post, tweet, comment
or article ...
Evaluate
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Consider…
•  Trolls – is the site dedicat...
Evaluate
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Consider…
•  Misguided – are there errone...
Evaluate
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Consider…
•  Unhappy Customer – is the po...
Process
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Discover
#2 Has a post, tweet, comment
or ...
Process
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Yes
Prepare a factual and well-cited respo...
Respond
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Share Success
Can you proactively share th...
Considerations for Response
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Transparency
Disclose ...
Considerations for Response
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Sourcing
Site your res...
Considerations for Response
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Timeliness
Don’t rush....
Considerations for Response
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Tone
Respond in a tone...
Considerations for Response
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
Influence
Focus on sit...
Recap
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
•  Have a plan & integrate
•  Have continuit...
You Are A Rock Star Now
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
http://www.TMPROD.com
Dwig...
Upcoming SlideShare
Loading in …5
×

Building Reputation with Social Media

223 views

Published on

Reputation management is important to any company online today. How do you outline guidelines to engage in social media to embrace diversity and control messaging? My presentation at PubCon 2016 shows how to implement a team, how to be prepared and respond to win on social media for your brand.

Published in: Business
  • Login to see the comments

  • Be the first to like this

Building Reputation with Social Media

  1. 1. Building Reputation One relationship at a time with social media Using community relations and embracing diversity #pubcon
  2. 2. tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Do & Did
  3. 3. Is he qualified? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
  4. 4. He failed…why? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Total “Proof of Concept” Most business owners are LAZY. Prevention is unnecessary when there is no apparent problem. “Just take care of it.” … to the _________ (IT, agency, admin, etc.) I’m going to sue them!!! Have to use it ongoing. It’s not a “Spare Tire” or “Fix a Flat”
  5. 5. Shut’er Down tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Listened to customers •  Feedback aggregated •  Change / Fix / Evolve •  Meet the financial projections •  New competition •  No capital calls •  Dissolution •  ….go drink and weep your failure. Or was it?
  6. 6. You can’t be LAZY tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Reputation can be measured, monitored and managed •  Has to be coordinated with larger business goals + strategy •  Social media engagement is critical to RM
  7. 7. So Now What? tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Consider that SM use is increasing into more markets and age groups even if they are just “readers” •  Teens (and below) •  Seniors •  Usage types •  It’s not the only element to RM (FB posts won’t save you alone) •  Each market needs a conversation specific for it
  8. 8. My Tag Line tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 You can’t be “kinda” pregnant •  Eating Healthy •  Exercise •  Marriage…etc.
  9. 9. Need A Team tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 You need a team and specific roles •  Creating the processes •  Setting-up all accounts •  Content creation •  Curating Q&A and responses •  Budgets
  10. 10. Authenticity tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Continuity (logo, messaging, links, contact info, etc.) •  Conversation in an authentic way; can been seen in shifts in writing styles •  Consistency in communication •  Personal pronouns (I, me, mine, myself, she, her, hers, herself, we us, ours, ourselves…)
  11. 11. Transparency tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Determine guidelines of what “is and can be” transparent •  Privacy remains on many items in your company and that is OK •  Guidelines on what can be said, how it is said in a transparent fashion •  Many will get exposed to feedback in many departments when you are transparent •  Be prepared
  12. 12. Authority Decentralized tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Information is no longer top-down but now from all directions •  Two-way conversations are good •  Person-to person(s)/group conversations are good and they are “personal” and can radiate trust •  Customers can interact and be heard (listen to me!)
  13. 13. Speediness tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Soooo important however, cannot compromise truth and quality •  These channels are faster than traditional means •  In crisis can be difficult for organizations to catch up •  Fast response in crisis can mitigate effects •  Speed allows for useful, relevant, novel content to be shared and spread among networks resulting in amplification •  Traditional means can spread a centralized sentiment faster with reposts / wire subscriptions (pro; con here, now you have to do more monitoring and response possibly)
  14. 14. Joint Efforts tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Collaboration really defines Social Media. Builds relationships and not just for exchanging information. •  Can you work with suppliers, specific demographic; leverage influencers •  Can harness other similar audiences to reinforce or sanitize sentiment •  Share editorial content across networks, co-sponsor •  More integration and ability to reflect healthy partnerships can be seen and vice versa
  15. 15. Community Building tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Get in your communities •  Build, foster, grow and participate •  Examples: •  NASA has over 500 social media accounts and access to so much cool data •  DJI – has communities active and influencers to assist in selection of drones, flying, tips on video, images and horrible firmware issues
  16. 16. Customer Service tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Ever spend 15+ minutes on hold to get a response from a company service rep? •  Ever get template responses? •  Ever speak to “Larry” with an Indian accent that appears to be reciting text from a screen in front of them? •  Twitter is an extremely important customer service channel – if you have consumer products and not active there your missing out •  On sales •  Ability to influence sentiment •  Ability to solve problems and show you care
  17. 17. Research & Development tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  What does FB, Twitter and Google do with all that data? •  Aggregation of #hashtags, keyword, synonymous terms •  Learn new associations of terms, products, industry •  User groups •  Simple surveys •  Discover new features you need •  Discover opportunities to improve •  Identify influencers / outlets to help and defend •  Monitor competition
  18. 18. Media Relations tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Journalist outreach on SM can have success •  Journalists are largely more “freelance” and write / cover for multiple outlets •  Journalists can be swayed •  SM press release is not t •  Breaking news drive online sentiment •  Use of #hastags to piggyback •  Use of TOS License #hastags
  19. 19. Crisis Management tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Have a plan •  Use special accounts for this purpose only; defer others here •  Clear messaging •  Utilize company website for particular information •  SM cannot fix larger problems •  Words need to match actions to maintain trust
  20. 20. Nice Move tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210
  21. 21. Staff Engagement tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Have processes / guidelines in place (Jets Pizza) •  Encourage staff to participate •  Those uncomfortable will weed themselves out know processes, needs and consequences •  What can and should not be said / released or deferred •  Productivity needs to be monitored •  Will more likely advocate and uphold company brand
  22. 22. Ethics tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  How it can be perceived by ALL audiences •  Would grandma “read” your humor? •  Pro/Con of “Alter Ego or Pseudonym” accounts •  Attempts to obscure identity and affiliation •  They can get disclosed (Whole Foods Yahoo ID in sale) *Word of Mouth Marketing Association Code of Ethics
  23. 23. Legalities tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  2009 FTC Guidelines for Endorsements and Testimonials •  Know how to disclose •  Mandate a disclosure policy •  Staff / agencies know guidelines and that you intent to follow •  International Laws provide challenges •  Publicly listed companies cannot make forward-looking statements, discuss earnings, financial information •  Pharma: restrictive and reporting of off-label marketing •  Alcohol: age specific and knowing who is •  Monitor, monitor monitor….
  24. 24. Integrity tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  ….being asked to do some shady “stuff” •  Posting fake review, robo-messaging, outsourced labor (on da cheap) •  Competitors are doing it too! •  You’ll eventually get caught •  No amount of monwy is worth damaging your professional reputation or that of your client or employer. •  Do you have a process in place to vet what can and won’t be toletrated and what will be done if XYZ happens?
  25. 25. Integrity 4 Life tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Doing the right thing when no one is looking.
  26. 26. Make Decisions tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 You can make a decision to listen and act, or not act, or ignore. Just make a decision and own it. Not one is wrong.
  27. 27. Process tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Discover Evaluate Respond
  28. 28. Process tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Have responses ready and in a searchable, living format. This should be used internally and with partner agencies / staff. Consider having a “help” or FAQ section where these can be found on your site for the public to view.
  29. 29. Discover tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 #1 Has a post, tweet, comment or article been discovered about our organization?
  30. 30. Evaluate tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Consider… •  Trolls – is the site dedicated to bashing and degrading others? •  Rager – is the posting a rant, rage, joke or cynical in nature? Monitor Only Avoid responding and monitor site, notify superior department.
  31. 31. Evaluate tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Consider… •  Misguided – are there erroneous facts in the post? Fix Facts Respond with factual information, reference links directly in the social media site to the poster.
  32. 32. Evaluate tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Consider… •  Unhappy Customer – is the posting of a negative experience? Restore Sentiment Determine if you want to / can rectify the situation in a responsible manner. If yes, respond to poster on how to take it offline immediatley for solution.
  33. 33. Process tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Discover #2 Has a post, tweet, comment or article been discovered about our organization?
  34. 34. Process tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Yes Prepare a factual and well-cited response which can agree or disagree yet is not factually erroneous, a rant or bashing or negative in nature. Q: You can concur with the post, leave it stand or provide a positive review. Do you want to respond?
  35. 35. Respond tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Share Success Can you proactively share this story and does it reinforce the mission of the company / product? Write a response a response for this current circumstance. Log the answer in your database.
  36. 36. Considerations for Response tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Transparency Disclose your connection to the company, products etc.
  37. 37. Considerations for Response tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Sourcing Site your resources including links, images, video or other references.
  38. 38. Considerations for Response tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Timeliness Don’t rush. While speed of response is important and well though, professional response in “our” tone is more important.
  39. 39. Considerations for Response tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Tone Respond in a tone that reflects on the tone as determined by your company guidelines. Grammar is important.
  40. 40. Considerations for Response tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 Influence Focus on sites most related or that will influence intended sentiment of the company / client.
  41. 41. Recap tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 •  Have a plan & integrate •  Have continuity in messaging / branding •  Listen and Monitor •  Process to respond •  Help staff to help themselves •  Be timely •  Be appropriate •  Measure and be prepared for feedback •  Respond to feedback ASAP
  42. 42. You Are A Rock Star Now tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210 http://www.TMPROD.com Dwight@tmprod.com @dwightZ

×