Social media: managing reputation in real time…

15 February 2013

Commercial-in-confidence

Welcome

● Social media 101● Online landscape● The big four● Social media strategy

○ Strategy 1 – Listen○ Strategy 2 – Prepare○ Strategy 3 – Connect○ Strategy 4 – Engage

Social media 101

Social media 101 - Social media landscape

● Social networks – Facebook, Google Plus, Orkut, LinkedIn● Online advocacy – Get Up! Change.org, Causes● Video sharing – YouTube, Vimeo, Daily Motion● Blogging – Blogger, Word Press● Microblogging - Twitter, Tumblr, Facebook● Social tagging (bookmarking) – Delicious, StumbleUpon, Google Reader● Social news – Reddit, Digg● Virtual worlds – Second Life, Playstation Network, World of Warcraft● Photography and art sharing – Flickr, Instagram, Pintrest● Community Q+A – Wikipedia, Yahoo! Answers, Whirlpool

Australian media landscape

●Monthly active users Time per visit○ Facebook – 11,500,000 25mins 43secs○ YouTube – 11,000,000 17mins 35secs○ Blogspot – 3,800,000 6mins 40secs○ LinkedIn – 2,200,000 8mins 50secs○ Twitter – 2,114,000 11mins 20 secs

●Traditional print○ Herald Sun – 515,500○ The Daily Telegraph – 374,395○ The Courier-Mail – 216,638

Australian social media landscape

Australian social media landscape

Australian social media landscape

THE BIG 4

Social media strategy – Social media road map

Strategy One > Listen > Why do we listen?

Strategy One > Listen

○ Google Alerts○ Twitter advanced search○ Tweetdeck○ Social mention○ Hootsuite○ Beevolve○ Dialogix○ Radian6○ BuzzNumbers

Strategy One > Listen > Outcome

● Define issues and opportunities● Map stakeholders● Manage keywords ● Listen beyond your trademarks● Select a listening tool that best fits your needs● Measure influence and outreach

Strategy Two > Prepare

● Social media policy● Build capacity ● Reputation management● Escalation planning● Insights

Strategy Two > Prepare > QPS case study

Strategy Two > Prepare > QPS case study

Strategy Two > Prepare > Outcomes

● Do more than write a social media policy: engage● Knowledge at all levels● Mainstream media will adapt, not disappear● Journos manage their own reputations online now● Be prepared – don’t wait for the issue or opportunity

Strategy Three > Connect

● No short cuts – build one conversation at a time● Editorial team● Curation v creation● Thought leadership● Advice-based content● Give something, offer value● Above all – BE USEFUL!

Strategy Three > Connect > Online brand persona

1. Lover

2. Caregiver

3. Jester

4. Sage

5. Creator

6. Ruler

7. Everyman

13 Jungian archetypes:

(source: http://www.datafication.com.au)

8. Hero

9. Explorer

10. Innocent

11. Magician

12. Shadow

13. Outlaw

Strategy Three > Connect > Outcomes

● Cannot leverage a network which does not exist● No shortcuts – one conversation at a time● Identify creators and curators● Begin editorial team ● Prepare a content schedule● Consider online persona/s

Social media strategy – Enhance● Viral campaigns

○ Everyone wants their campaign to go viral○ Be realistic in what you’re promised / what you promise

● Competitions, incentives, special offers○ Highlight a new service line or offer ○ Encourage followers to share stories

● Webcasting○ AGM or media call

● Video/animation○ UGC○ Tell ‘the people’s story’

Strategy Four > Engage > Integrated campaigns

PAIDEARNEDSHAREDOWNED

Strategy Four > Engage > Integrated campaigns

Strategy Four > Engage > Integrated campaigns

Results:

● Twitter reach: +1 Million in one day

● Earned media: 30 Million *OTS

● 95% media coverage featured references / links to Website, Facebook or App

● Underdog Day: 7,000 engagements

● 168,000 bowls of dog food donated

● Dog‐A‐Like was #1 App in iTunes

● 1000 mobile downloads every day

● 173,000 new Facebook Likes

● 5.8 million Dog‐A‐Like Facebook users

Strategy Four > Engage > Integrated campaigns

● More importantly…● More than 6,200 dogs saved

in three months!

Strategy Four> Enhance > Outcomes

● Viral vs sharable● Engaging content still the goal● Integrated campaigns

○ Paid○ Earned ○ Shared○ Owned

● Digital assets the new ‘hero’ assets

thank you…