red alert #smmucla

[email protected]@kadedworkin

KADE DWORKINChief Crisis Officer

KADE DWORKINChief Crisis Officer

mailto:[email protected]




#SMMUCLA@kadedworkinKADE DWORKINRED ALERT SOCIAL MEDIA

WARNING!!!!

I AM GOING TO HURT YOUR BRAIN!


HOW THIS IS GOING DOWN120 SLIDES X15 SECONDS PER SLIDE = 30 MINUTES OF AWESOME

7 TOPICS26 DIFFERENT REAL INTERACTIONS


THE BURNING QUESTIONYES, THE SLIDES WILL BE MADE AVAILABLE.

VIDEO WILL BE AVAILABLE EARLY NEXT WEEK.

*SPECIAL THANKS TO SATARII FOR SHIPPING MY SWIVL EARLY.


15 SECONDS ABOUT KADEB.S. IN MARKETINGM.S. IN INFORMATION MANAGEMENT

ASTON VILLA FAN

FOUNDING MEMBER


PREVIOUS CLIENTS & EMPLOYERS


MENTORS

GARY VAYNERCHUK@garyvee

JAY BAER@jaybaer

OLIVIER BLANCHARD@thebrandbuilder


HUMANIZING LOGOSReturn to small town tactics

Logos must become “MORE HUMAN”

Logos can scale and survive longer than individuals can


BUILDING SOCIAL BUSINESSESBusinesses must change to handle new workforce and the current business environment.

Real time business is going to become another battlefield companies have to fight in order to remain relevant to their customers.


QUESTION OF ROIAll business is P2P

Social Media is a force multiplier

Redistribution of resources requires that a return on that investment be made at or above the return that previously was being experienced.


WHAT’S THE ROI OF YOUR MOTHER?


DON’T DO SOCIAL TO BE GOOD AT SOCIAL.DO SOCIAL TO BE GOOD AT BUSINESS.

(cc) tojosan on Flickr


THE INTERN QUESTION

YOU’RE JOKING, RIGHT?

(c) Brian Solis


SOCIAL DOESN’T SLEEP

ARE YOU LISTENING AROUND THE CLOCK? TAKING PART IN THE CONVERSATION?


8 PRIMARY CONTENT TYPES•DIRECT QUESTION•OPEN ENDED QUESTION•DECLARATIVE STATEMENT•FILL IN THE BLANK•THIS OR THAT•POLL•PHOTO•STREAMED MEDIA (AUDIO/VIDEO)


9 PRIMARY CONTEXT TYPES•PRODUCT•SERVICE•EXPECTATIONS•RITUALS•PERCEPTION

•SELF-IDENTIFICATION•WHO IS AROUND•USAGE/MISUSAGE•NOSTALGIA


GOLDEN TRIANGLE OF SOCIALAUDIENCE

ENGAGEMENT CONVERSION


SOCIAL’S GOLDEN RATIO

9:1COMMUNITY

BUILDING POSTSASK THAT

BENEFITS YOU


BRANDED STATUS UNITS

TV Shows of social media

How do you know when your favorite TV show is on?

Use consistency to build a regular audience.


BSUs IN PRACTICE

FB:Cap’n’s Conundrum - This or ThatCap’n’s Log - Personal Diary

Twitter:Cap’n’s Query - Daily back-of-the-box style trivia question @ 11A ET


SHOCK AND AWE

DO THE UNEXPECTED AND AWESOME


MAPPING CUSTOMER ACQUISITION


The biggest social media opportunity is the exact opposite of push marketing:

MAP CUSTOMER RETENTION & RAISE LIFETIME VALUE


WHAT IS CES?

The world's largest consumer technology trade show.


WHY TWITTER ONLY?

Public Twitter accounts are known to be public by their users.* *Avoids the creepy factor.

Objective was to be real time and relevant. FB while useful doesn’t have the timeliness that an @ reply does.


HOW WE COVERED CES2011

•HAVE SOMEONE ON LOCATION DURING PREPARATION

•COMPILE AN OBSCENE AMOUNT OF RESEARCH INFORMATION


HOW WE COVERED CES2011•6 SOCIAL MEDIA COMMUNITY MANAGERS (LAS VEGAS AND NYC)

•8-12 HOUR SHIFTS == 20 HOURS TOTAL COVERAGE

•8 PROPERTIES’ TWITTER ACCOUNTS


@JESSINSCOTLAND

@JessInScotland Welcome to Las Vegas. We hope you'll have a great time here.

@ParisVegas why thank you very much, how sweet! Any good parties at Paris to look out for? :) #CES

Freeee in Vegas at last!!! Thank you #Greyhound for being sketchy, dirty, and efficient! :) #CES


@JESSINSCOTLAND

@ParisVegas oh super, thanks for the heads up! Hope you're enjoying the madness!

@JessInScotland The Women in CE 2nd Annual Legacy Award Networking Reception is tomorrow at 7-9pm [link]


@LINKEDINQUEEN

In #vegas for #CES. Where is the best Vegas buffet?

@LinkedInQueen We're a little biased, but we have two great ones!

@RioVegas here we come on the free shuttle from Bally's to your place. Which buffet should we do?


@LINKEDINQUEEN

@RioVegas just stepped off the bus and coming to find ur buffet cuz of ur tweets (@ Rio All Suite Hotel & Casino) http://4sq.com/hYF9XT

@LinkedInQueen Either buffet is great! If you like seafood, go for The Village Seafood Buffet, but you really can't go wrong.

http://4sq.com/hYF9XT

http://4sq.com/hYF9XT


@SUSANBRATTON

Ceasars is responding via social media to all the 100,000 people at CES Tweeting about where to stay, where to eat.

Opportunistic, smart.

@SusanBratton Thanks for noticing our efforts! We've got a great team of people here working hard to deliver superior customer

service.


@DAVEBONDSAlright, I'm going to Paris and taking the lift to the top.

Who's with me? #ces

@davebonds Enjoy the view! Also, as a heads up, we're running a Buy One Get One Free deal on Facebook Places for Eiffel Tower Ride

Passes.

Current status: Thanks @parisvegas!http://plixi.com/p/68837870

http://plixi.com/p/68837870

http://plixi.com/p/68837870


@DAVEBONDS@davebonds Love the photo, thanks for sharing! Any other plans

for the night or tomorrow?

@ParisVegas Leaving tomorrow, but this casino has been my favorite. I'll be coming back to stay soon... Thanks!

@davebonds You're quite welcome, so glad you've enjoyed your experience here! Thanks for sharing!


@DAVEBONDS

@ParisVegas Although.. what would you suggest for tonight?

@davebonds Tonight? How about a foursquare special? 2 for 1 drinks at the Heart Bar at @PHVegas! Just have to check in & show the server.


@DAVEBONDS

Checking in .../cc @parisvegas (@ Heart Bar) http://4sq.com/hrXG2d

@davebonds Glad to see you took advantage of the 4SQ deal last night! Hope you had a safe trip home! If you haven't left yet, safe

travels!

http://4sq.com/hrXG2d





@DEWALTWhy didn't anyone tell me they do a live version of The Price Is

Right on stage at Bally's? Plinko, here I come! #CES11

@dewalt The next show begins 2:30, tomorrow! To reserve tickets online, go here: http://cot.ag/fxIgVi - good luck!

Wow, Ballys has great social media PR RT @BallysVegas: @dewalt The next show begins 2:30, tomorrow! To reserve tickets http://cot.ag/fxIgVi

@dewalt Thank you David, but Plinko sells itself!

http://cot.ag/fxIgVi

http://cot.ag/fxIgVi


@SYNERGISTICFX

Taxi line at the Hilton is over 150 ppl deep. Taking the monorail for the first time in Vegas #CES

@SynergisticFX The monorail is a great way to relax and get where you'd like to go. Hope you enjoy the ride.

@ImperialPalace Good way to go when taxis aint happening. Will be riding it tomorrowto #CES as well


@SYNERGISTICFX

@SynergisticFX We're very happy to hear that, Kevin. Let us know if we can help you find anything else that will enhance your time here.

@ImperialPalace seriously saved my nerves and sanity these past few days


@JEREMYKRALL

CES is ending for us, but it was a great success and awesome to see all the new gadgets up close. Exhausted and happy to be

headed home!

@JeremyKrall Thanks for coming out to the show, Jeremy. Safe travels!


@JEREMYKRALL

@FlamingoVegas your social savvy makes me want to stay there next time. I hope the hotel matches up to your tech!! ;) Thanks for having us

@JeremyKrall We'd love to have you stay with us when you next visit Las Vegas.


RESULTS

DOUBLE DIGIT % GROWTH YoY IN:GAMING REVENUESFOOT TRAFFICRESTAURANT REVENUES

OVER 250 FB & 4SQ DEAL REDEMPTIONS**A GUEST LEFT THE WYNN AND CHECKED IN TO CAESARS PALACE


TWITTER LISTENING AT MAJOR EVENTS AROUND YOUR COMPANY OR INDUSTRY IS A GREAT WAY TO INTERACT WITH CURRENT AND POTENTIAL CUSTOMERS.


CAP’N HORATIO MAGELLAN CRUNCH


MARKETING RESTRICTIONS•Can’t market to kids•Age gate set at 18 on Facebook page

•Can’t repost old TV ads•Can’t make reference to the drug culture around the cereal•Can’t mention Bieber

• (his favorite cereal is Peanut Butter Cap’n Crunch)


BREATHING LIFE BACK INTO CAP

No national TV ads since 1991Remind people of their love for Cap’n

Easiest solution CAP’N WAS LOST AT SEA

First objective:ADDRESS DISCONTINUATION RUMOR


CANCELLATION RUMORS


NOSTALGIA IS KEY

While we couldn’t market to kids directly, we could market to the kids who were previously marketed to.

They are now adults and likely have kids of their own.


CAP’N CRUNCH POSTS

5022 Responses100 Comments12.27% Feedback Rating


WHY IT WORKED

FB Questions was new and very heavily weighted in Edgerank.

One click response.

Enough of people’s friends answered that they felt social pressure to answer



450 Likes76 CommentsMore than 75,000 appearances inside FB Newsfeeds (35.5K fans)


WHY IT WORKED

Direct ask. “Click LIKE if” on an obviously true statement for fans of page.

One click response.



115 Likes111 CommentsMore than 59,000 appearances inside FB Newsfeeds (40K Fans)


WHY IT WORKEDBinary choice.

Ambiguous context.

Grocery store shelf model: Large visual takes up more space and increases likelihood of people noticing in Newsfeed.


CAP’N GOES RETRO VIA SOCIAL

Partnership with Target to release a limited number of boxes with the 1967 design.

Only promotion happened on Cap’n’s Facebook Page.


CAP’N CRUNCH RETRO LAUNCH

416 Likes106 CommentsMore than 115,000 appearances inside FB Newsfeeds


CAP’N CRUNCH RETRO LAUNCH

INDIVIDUAL IMAGES TOTAL:140 Likes75 Comments


RETRO LAUNCH RESULTS737 Comments + Likes258,000+ Impressions

Reports of sellouts as early as 3 days after end cap placement

100% sold out 10 days ahead of schedule


FIRST 5 MONTH RESULTS

42280 Page Likes2,853,588 Impressions on Posts8075 Post likes7590 Comments on Posts


CONTENT THAT BUILDS COMMUNITY AND HAS NO CLEAR SALES PROPOSITION IS GOOD FOR YOUR BRAND.

COMMUNITY FOCUSED CONTENT PROVIDES THE SOCIAL CAPITAL TO ASK FOR A SALE WHEN IT REALLY MATTERS.


REGULATED INDUSTRIES

PHARMACEUTICALS

HEALTHCARE

FINANCIAL INDUSTRIES


4 EXPERIENCES IN THIS SPACE

UNDISCLOSED PHARMACEUTICAL MANUFACTURER


AGENCIES WATCHING THESE COS.•Federal Trade Commission•Food and Drug Administration•Federal Communications Commission•Department of Insurance•Numerous other state and federal authorities


FIGHTING THE CURRENT PACE

(cc) Raphael Quinet - Flickr


GAIN TRUST THROUGH EXPERIENCE

(cc) Kid Cowboy - Flickr


LEVERAGE EXISTING MARKETING

(cc) ktpupp - Flickr


CROSS POSTING IS KEY

(cc) monsterpants - Flickr


FIND SECOND DEGREE CONNECTIONS

(cc) alles-schlumpf - Flickr


CONTENT SCHEDULE

(cc) Duane Mendoza - Flickr


CONTENT VAULTING

(cc) mental.masala- Flickr


REGULAR REVIEW MEETING

(cc) bade_md - Flickr


SPIN PRE-APPROVED CONTENT


REUSE APPROVED RESPONSES

(cc) epsos.de - Flickr


BE A 3 YEAR OLD

(cc) .imelda - Flickr


FORCE THEM INTO SUBMISSION

(cc) superwebdeveloper - Flickr


GO ROGUE


EVEN REGULATED INDUSTRIES CAN GET INVOLVED IN SOCIAL MEDIA.

SET THE RIGHT GOALS AND UNDERSTAND THE BRAND WILL NOT BE THE MOST ENGAGING BRAND ON SOCIAL MEDIA.


SOCIAL WILL THROW OPPORTUNITIES IN YOUR FACE WHEN YOU LEAST EXPECT THEM.


DO FIRST. INFORM & APOLOGIZE LATER

EXECUTE IN THE SPIRIT OF THE BRAND.


PLAY OFF BRAND HISTORY


@FINALLEVEL (RAPPER ICE T)

2:40PM

2:55PM


@FINALLEVEL (RAPPER ICE T)

2:59PM


@LAWRE@CaesarsPalace Like all my nights in Vegas - GREAT. For a photo op I'm at machine 156002 in the Forum (Lord of the

Rings). Ping the floor!

@CaesarsPalace Hey, you really did! Thanks to that nice lady JoAnne :) nice customer service, guys! Wish I wasn't leaving

tomorrow :(

@larwe Just made the call down to the team. They're paying out a jackpot now so it may be a little while until someone gets

over to you.


@EMMYCIC

5:27PM


@EMMYCIC

5:38PM


@EMMYCIC

5:40PM


@EMMYCIC

6:38PM


AMPLIFYING VIRAL CONTENTABC Warehouse May 3, 2012:9,865 fans 782 talking about page


AMPLIFYING VIRAL CONTENT

11,044 fans (+1179, 11% inc.)2,724 talking about page

Pinned post & Sponsored Story May 3-10


HASHTAG HIJACKING DEFINED

Hashtag Hijacking: The act of a brand or individual who is unrelated to the origination of a hashtag “stealing” the engagement around it for their own purposes. Can be done with both naturally trending or promoted terms.


HIJACKING #MYFAVOURITECAPTAINSEvening of JUNE 9, 2011 #MYFAVOURITECAPTAINS is used as a marketing technique in the U.K. for “PIRATES OF THE CARIBBEAN: ON STRANGER TIDES”

JUNE 10, 2011 AT 7AM ET I HIJACKED IT.


HASHTAG HIJACKING


TWITTER JAIL

(cc) Derekskey on Flickr

2x 90mins


HASHTAG HIJACKING: RESULTS


HASHTAG HIJACKING: RESULTS

FIRST 36 HOURS AFTER HIJACKING:•381 TWEETS SENT•315 REPLIES RECEIVED INCLUDING @REALCAPNCRUNCH•5.3% INCREASE IN FOLLOWER NUMBER


SHOCK AND AWE: BRISK INSTAGRAM + #BRISKPIC

SXSW2011 = 10,000 CANS

No promises were made to photographers after being selected.


JUMP AT OPPORTUNITIES TO DO GREAT SOCIAL MEDIA ACTIVITIES WHEN THE RIGHT OPPORTUNITY PRESENTS ITSELF.


CRISIS AT KUSA IN DENVER

FEBRUARY 8TH, 2012


MAX BITES KYLE DYER ON AIR


INITIAL REACTION

113 Likes498 Comments 38 Shares

7:02 AM


INITIAL REACTION

COMMENTS CONTAINED:•Concerns for Kyle•Concerns for Max, the dog, and Michael, Max’s owner•Questions on what was going to happen next•Blame for Kyle, Max and Michael•Prejudice against Pitbulls •Demands that KUSA pay Denver’s automatic dog bite

fine


CRISIS COMMUNICATION

3 STORY TYPES:•COMPANY•LEGAL•PERSONAL

*Helpful to release content on a regular schedule.


COMPANY STORY

1:11PMShort letter written by VP



LEGAL OBLIGATIONS

2:12PM



PERSONAL STORYAdditional posts on an hourly basis regarding the facts of the situation

5:11PMPersonal note from Kyle’s co-anchor of 15 years



RESOLUTION

FEB 9, 201212:31PM



AFTERMATH

FEBRUARY 10-12TH, KUSA did not receive a single additional post or comment about the crisis on their page.


AFTERMATH“We appreciate your efforts today to help us manage our difficult story. Managing a reputation is not easy but having your expertise at Gannett Local certainly made the process better. Your insights, thoughts and suggestions were most helpful and I wanted you to know just how much we appreciated your time and teamwork in helping us. Thank you.

Best regards,

Mark A. CornettaPresident & General ManagerKUSA-TV/KTVD-TV”


WHY I LOVE CRISIS EVENTS


DOCS EVERY COMPANY SHOULD HAVE

SOCIAL MEDIA POLICY

SOCIAL MEDIA EMERGENCY RESPONSE PLAN


TYPES OF CRISES•Executive Issues•Non-Executive Employee Issues•Governmental Issues•Service Failure•Product Failure


TYPES OF CRISES•Marketing Missteps•Compromised Facility•Compromised Data•Company Decisions•Other


CURRENT CRISIS MANAGEMENT

THINKS SOCIAL MEDIA IS ALL ABOUT PEOPLE LAUNCHING ATTACKS AGAINST THEIR CLIENTS.


REDALERTS O C I A L M E D I A


CRISIS MANAGEMENT AT THE SPEED OF SOCIAL MEDIA


OFFERINGS


CONTACT INFO + URL

http://redalertsocialmedia.com/ucla Download the deck, watch the video + access to Content Camp talk

Kade [email protected]

http://redalertsocialmedia.com/ucla

http://redalertsocialmedia.com/ucla



red alert #smmucla

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