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Can a brand ever 
truly be social? 
Crisis communications, #BrandVandals and 
some plain talking 
Stephen 1 | 04.10.2014 
...
So let’s talk about it 
@wadds wadds.co.uk #uplx2014 
2 | 04.10.2014
Welcome to the party 
3 | 04.10.2014 
Source: Ketchum
Media change 
4 | 04.10.2014 
Source: Stephen Waddington
The audience answers back 
5 | 04.10.2014 
Source: Stephen Waddington
#BrandVandals 
6 | 04.10.2014
#BrandVandals 
7 | 04.10.2014
#BrandVandals 
8 | 04.10.2014
#BrandVandals 
9 | 04.10.2014
10 | 04.10.2014 
Managing a crisis 
@wadds wadds.co.uk #uplx2014
A conversation 
11 | 04.10.2014 
Image source: Hugh MacLeod
Meet public expectation 
12 | 04.10.2014 
Image source: Patagonia
Risk 
audit 
13 | 04.10.2014 
Team Workflow Training 
Test, 
test, test 
Best practice preparation
Listen: monitoring and alerts 
14 | 04.10.2014 
Image source: Dave Carroll
Assess the situation 
15 | 04.10.2014
Develop a response 
16 | 04.10.2014
17 | 04.10.2014 
Careless talk 
@wadds wadds.co.uk #uplx2014
Nice but dim 
18 | 04.10.2014 
Source: Condescending Corporate Brand Page, Facebook
Daft 
19 | 04.10.2014 
Source: Kenneth Cole tweet uses #Cairo to promote Spring collection, Huffington Post
Automation 
20 | 04.10.2014 
Source: Learning by doing it wrong, KLM
21 | 04.10.2014 
Social brands 
@wadds wadds.co.uk #uplx2014
Social brands 
22 | 04.10.2014 
Image source: Greggs
Social brands 
23 | 04.10.2014 
Image source: Greggs
Social brands 
24 | 04.10.2014 
Image source: Paul Fabretti / Telefonica
Customer service conversation 
25 | 04.10.2014
Customer service conversation 
26 | 04.10.2014
Customer service conversation 
27 | 04.10.2014
Customer service conversation 
28 | 04.10.2014
Customer service conversation 
29 | 04.10.2014
Customer service conversation 
30 | 04.10.2014
Customer service conversation 
31 | 04.10.2014
32 | 04.10.2014 
Being social 
@wadds wadds.co.uk #uplx2014
Media 
relations 
33 | 04.10.2014 
Influencer 
relations 
Branded 
media 
Community 
Social 
Business 
Stages of social de...
A personal story 
34 | 04.10.2014 
Image source: Stephen Waddington
Maslow's Hierarchy of Needs 
35 | 04.10.2014
The media of me 
36 | 04.10.2014 
baby: no profiles and still find social media all a bit 
baffling and new-fangled 
child...
Thank you 
Listening and planning should 
be the start point for any 
social media activity 
Social media is human media. ...
38 | 04.10.2014 
Can a brand ever 
truly be social? 
Stephen Waddington 
@wadds 
wadds.co.uk
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Can a brand ever truly be social?

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Crisis communications, #BrandVandals and some plain talking. A presentation for Upload Lisbon

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Can a brand ever truly be social?

  1. 1. Can a brand ever truly be social? Crisis communications, #BrandVandals and some plain talking Stephen 1 | 04.10.2014 Waddington
  2. 2. So let’s talk about it @wadds wadds.co.uk #uplx2014 2 | 04.10.2014
  3. 3. Welcome to the party 3 | 04.10.2014 Source: Ketchum
  4. 4. Media change 4 | 04.10.2014 Source: Stephen Waddington
  5. 5. The audience answers back 5 | 04.10.2014 Source: Stephen Waddington
  6. 6. #BrandVandals 6 | 04.10.2014
  7. 7. #BrandVandals 7 | 04.10.2014
  8. 8. #BrandVandals 8 | 04.10.2014
  9. 9. #BrandVandals 9 | 04.10.2014
  10. 10. 10 | 04.10.2014 Managing a crisis @wadds wadds.co.uk #uplx2014
  11. 11. A conversation 11 | 04.10.2014 Image source: Hugh MacLeod
  12. 12. Meet public expectation 12 | 04.10.2014 Image source: Patagonia
  13. 13. Risk audit 13 | 04.10.2014 Team Workflow Training Test, test, test Best practice preparation
  14. 14. Listen: monitoring and alerts 14 | 04.10.2014 Image source: Dave Carroll
  15. 15. Assess the situation 15 | 04.10.2014
  16. 16. Develop a response 16 | 04.10.2014
  17. 17. 17 | 04.10.2014 Careless talk @wadds wadds.co.uk #uplx2014
  18. 18. Nice but dim 18 | 04.10.2014 Source: Condescending Corporate Brand Page, Facebook
  19. 19. Daft 19 | 04.10.2014 Source: Kenneth Cole tweet uses #Cairo to promote Spring collection, Huffington Post
  20. 20. Automation 20 | 04.10.2014 Source: Learning by doing it wrong, KLM
  21. 21. 21 | 04.10.2014 Social brands @wadds wadds.co.uk #uplx2014
  22. 22. Social brands 22 | 04.10.2014 Image source: Greggs
  23. 23. Social brands 23 | 04.10.2014 Image source: Greggs
  24. 24. Social brands 24 | 04.10.2014 Image source: Paul Fabretti / Telefonica
  25. 25. Customer service conversation 25 | 04.10.2014
  26. 26. Customer service conversation 26 | 04.10.2014
  27. 27. Customer service conversation 27 | 04.10.2014
  28. 28. Customer service conversation 28 | 04.10.2014
  29. 29. Customer service conversation 29 | 04.10.2014
  30. 30. Customer service conversation 30 | 04.10.2014
  31. 31. Customer service conversation 31 | 04.10.2014
  32. 32. 32 | 04.10.2014 Being social @wadds wadds.co.uk #uplx2014
  33. 33. Media relations 33 | 04.10.2014 Influencer relations Branded media Community Social Business Stages of social development
  34. 34. A personal story 34 | 04.10.2014 Image source: Stephen Waddington
  35. 35. Maslow's Hierarchy of Needs 35 | 04.10.2014
  36. 36. The media of me 36 | 04.10.2014 baby: no profiles and still find social media all a bit baffling and new-fangled child: on the most popular networks and push out marketing content teenager: social media as a communication and marketing channel young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems grown up: the truly social organisation. Mature work-flow
  37. 37. Thank you Listening and planning should be the start point for any social media activity Social media is human media. Automate and industrialise with extreme care Be brave. Challenge your organisation. Do the best work that you can 37 | 04.10.2014
  38. 38. 38 | 04.10.2014 Can a brand ever truly be social? Stephen Waddington @wadds wadds.co.uk

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