tempero brand protection on social networks
DESCRIPTION
As part of Social Media Week London, Tempero hosted this workshop on Brand Protection on Social Networks. We hope you find these slides useful.TRANSCRIPT
Brand Protection on Social Networks
Dom Sparkes, CEO & Founder
Why are we here today?
About your host…
• Dom Sparkes, CEO & Founder
• Nearly 10 years at Tempero
• 4 at Granada as Head of Production
• 4 at EMI as New Media Manager
We work in partnership with our clients to help them navigate and thrive in this new landscape
What we do
Our Clients
What are the key risks of Social Media Activity?
1. Brand damage
2. Child Safety issues
3. Legal
What are the key risks of Social Media Activity?
• Brand damage by design
• Bad planning & marketing
• Unplanned exit, resource, crisis strategies
• Inexperienced/untrained staff
• Brand damage through activity
• Negative content
• Inappropriate messages
• Inactivity (either interaction or monitoring)
• Plain old idiots
What are the key risks of Social Media Activity?
• Child Safety issues such as…
• Grooming
• Swapping personal details
• Inappropriate pictures
What are the key risks of Social Media Activity?
• Legal issues such as…
• Libel
• Copyright
• Contempt of court
UPDATE:
At this point Tim Pinto from Taylor Wessing explained the legal issues of social media.
Unfortunately for legal reasons we cannot give specific advice but we shall be publishing some updated guidance on various elements very soon. Please don’t hesitate to contact us with specific questions.
How to minimise the potential issues
• Pre-Strategy / Risk Assessment
• Planning
• Execution
Social media management planning
Pre-Strategy/Genesis of a idea/Risk Assessment- Who are you aiming to target?- Why are you trying to target them?- What could the problems be?- Where will it take place?- When will it all happen?
PlanningInsight - Create foresight into the hypothesesStrategy - Expand the idea into a fully-fledged visionPracticality - Detail the details of how the strategy will be delivered
ExecutionModerate - Protect the brand and usersEngage - Drive loyalty & interaction via help &
entertainmentOutreach - Develop relationships to encourage new
audiencesManage - Monitor progress, develop initiatives & report
on results
Risk Assessment
How to carry out a basic risk assessment
The point of a risk assessment is…
…to find the danger points in your social media thinking or strategy
…you can then work out how to minimise the impact of each issue BEFORE their arise
Let’s work through an example…
UPDATE:
We will be publishing our simple social media planning tools very soon
Planning
What’s a Social MediaManagement plan?
What’s a Social Media Management Plan?
• We’re NOT talking about what platforms you should
be on and what creative route you should take
• We’re talking about the practicalities of running
social media activity, almost regardless of platform
• We’ll look at just a few aspects for now. More detail
in our other workshops and soon to be published
slides
Why plan for management?
• Effective social media takes effort
• Without good management, social = #FAIL
• Fixing mistakes is far more expensive &
tiresome than avoiding them in the first place
• Planning upfront is the most effective
measure for avoiding brand damage through
social network activity
What does your plan need to contain?
Delivering social media touches on:
•Recruitment•Industry guidelines•Child Safety•Customer Service•Guidelines & Policy•Technology•Legal•Training•And much much more
Guidelines & policies
Why bother? Especially if a department of one?
•Guidelines & policies create consistency
•They are invaluable in big organisations
•You cannot train effectively without them
•They feed into many other departments such
as Customer Service, Marketing, PR, etc.
What do you need?
Ideally, at a minimum you want to create:
1.Moderation guidelines (for content)
2.Moderation technology guidelines
3.Escalation procedures
4.House rules (even for Social Networks)
5.Responses (standard, tailored, bespoke)
6.Tone of voice guidelines
Moderation guidelines (for content)
These should be your moderators’ bible and at the least, cover how you want content dealt with in terms of:
•Legal issues (copyright, libel, contempt, etc.)
•Brand issues (competitors, negativity)
•Personal details (i.e. what’s allowed)
•Responses (standard, tailored, bespoke)
Escalation procedures
Who you gonna call?
•When you get a bomb threat or suicide post?
•You want as simple an escalation path as poss
•Detail organisations that can be called upon
•Keep records of everything but be very careful
with legal issues and child safety
Execution
How we do it with major brands
Major bank
•Extensive planning process to mitigate risk
•All posts & tweets must be pre-approved by Legal
•Heavy focus on moderation even on quiet accounts
•Out-of-hours monitoring of @mentions on Twitter customer
service accounts
•Dedicated Intellectual Property team monitors fake profiles
How do we do it with major brands
ACCA
• Forward thinking in terms of on-going strategic
development
• Flexibility in terms of content creation
• Emphasis on engagement than moderation – answering
user questions and escalating queries
• Awareness of unofficial groups & inappropriate use of logo
– incorporated into on-going strategy development
Some other quick hints
• What to do in a crisis
• To delete or not delete
• If it all gets too much
Some other quick hints
• What to do in a crisis
…DON’T PANIC BUT REACT QUICKLY
Some other quick hints
• To delete or not delete
…INTERACT FIRST & ENCOURAGE CONVERSATION
Some other quick hints
• If it all gets too much
…COMMUNICATE
…OUTSOURCE
…EXIT GRACEFULLY
Dom Sparkes, CEO
@domsparkes & @temperoUK
0207 278 3222
If you’ve found this useful, please tweet
mentioning @temperouk If you haven’t;
don’t
That’s all folks!