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The E-Campaign:Maximizing your Message on the Webg y g
Nashville American Marketing Association
January 9, 2008y 9,
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What if…What if……Google search results unearthed that one
negative mention of your company from the past?
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What if…What if……your company’s initiative becomes the
subject of a local newspaper’s online polls and forums?
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What if…What if………a disgruntled customer – or employee or
watchdog group – started a blog against your company?
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What if…What if……an entire Web-based grassroots campaign
against your company spreads throughout the Internet?
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What if…What if…
…you can’t identify who is mounting this …you can t identify who is mounting this campaign against you?
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What if…What if……your opponent or competition can leverage
the Web more effectively than your organization?
…your opponent’s Web message overpowers …your opponent s Web message overpowers yours?
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What we doWhat we do• We’ve fought this fight.
• Public Affairs firm singularly focused on the health care industry.
• Work with health care companies facing significant transition:significant transition:
– Reputation Management
I M– Issue Management
– Mergers and Acquisitions
– Imaging and Launches
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Who we areWho we areMolly Cate• Former reporter
• Covered breaking news and investigative reporting for Nashville’s $64B health care industry.
Kristen HaynerFormer press secretary at TN General Assembly• Former press secretary at TN General Assembly
• Wrote / researched speeches for political leadership in DCleadership in DC.
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Our ApproachOur ApproachEach project is a political campaign that
demands:
– Clear and Defined GoalsClear and Defined Goals
– An Understanding of the Landscape
– Strong Messagesg g
– Strategic Use of Communications Tactics
– A Campaign Teamp g
– Certain Action
– Measurable Results
– An Ability to Change Rapidly
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Experience tells us…Experience tells us…
• The Internet is an increasingly effective • The Internet is an increasingly effective weapon in the arsenal of communications toolstools.– Always-advancing frontier
Still emerging as a new medium of – Still emerging as a new medium of communication
Paradigm shift– Paradigm shift
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What it means for you…What it means for you…
Exposure
&
Risk
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Step 1: Define your GoalsStep 1: Define your Goals
• First ask: Do you want to• First ask: Do you want to…– Increase exposure?
Form a coalition?– Form a coalition?
– Change minds?
S thi l ?– Something else?
• Be clear & concisee c ea & co c se
• Make your goals measurable
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Step 1: Define your GoalsStep 1: Define your Goals
ProactiveProactive– Launch new initiative or brand
Reach new audience– Reach new audience
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Step 1: Define your GoalsStep 1: Define your Goals
ReactiveReactive– Correct misinformation
Defend your reputation– Defend your reputation
– Fight back
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Step 2: Assess the Landscapep pWhat Wins on the Web
T & C didTransparency & Candidness– Nick Jacobs, Hospital CEO & Blogger
www.windber.typepad.com
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Step 2: Assess the Landscape
• Always-evolving
p pWhat Wins on the Web
• Always evolving– Old: chat rooms
New: more public newspaper forums – New: more public newspaper forums, expanded social networking sites, blogs
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Step 2: Assess the Landscape
Grassroots
p pWhat Wins on the Web
Grassroots
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Step 2: Assess the Landscape
Two-way conversation
p pWhat Wins on the Web
Two way conversation– Polls and Forums
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Step 2: Assess the Landscapep pWhat Wins on the Web
Not controlled– Anyone, anything, anywhere, at any time
– First amendment vs. libel
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Step 2: Assess the Landscape
T t d
p pWhat Wins on the Web
TargetedNike+ loyalists, not just customers
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Step 3: Build your MessageStep 3: Build your Message
• Focus options:• Focus options:– New, initiative-specific message
Reinforcement of current message– Reinforcement of current message
• One piece of your larger communications p y gplan– Especially in a crisisp y
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Step 3: Build your MessageStep 3: Build your Message
• Web messages should be:• Web messages should be:– Short and punchy
Candid– Candid
– Not corporate
L ti l h lf lif– Lasting, long shelf-life
– Interactive
• Remember, anything can be twisted
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Step 4: Know your OptionsStep 4: Know your OptionsYour Web site
– Additional site for a new initiative• Information resource
• Petition-like membership
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Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Unique and memorable features
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Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Interactive and useful
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Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– A resource for your customers
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Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Proactively encourage new customer and
revisitsrevisits
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Step 4: Know your Options
Your Web site
Step 4: Know your Options
Your Web site– Accessible: SEO and Navigation
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Step 4: Know your Options
Blogging
Step 4: Know your Options
Blogging– Voice of your company and leadership
Response to negative blog or press– Response to negative blog or press
– Reach a new audience
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Step 4: Know your Options
Blogging
Step 4: Know your Options
Blogging
ProsPros• Candid, warm, human, engaging, proactive
ConsCons• Time-consuming, uncontrolled comments,
reactive
Nothing is sacred.
• Like standing in Town Square naked• Like standing in Town Square, naked.
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Step 4: Know your OptionsE-mail campaigns
Step 4: Know your Options
– Inexpensive, frequent, i i interactive and viral
– Multiple vendor options provide:
• Sleek design
• ROI tracking
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Step 4: Know your Options
Social Networking sites
Step 4: Know your Options
Social Networking sites– Linked In, Facebook, MySpace
Reach targeted audience– Reach targeted audience
– Candid rules apply
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Step 5: Create your StrategyStep 5: Create your Strategy
• Connect communications initiatives• Connect communications initiatives– Weave language and brand in campaign and
companycompany
• Promote beyond traditional media– Engage bloggers in your industry
– Wire releases
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Step 6: Build a Campaign TeamStep 6: Build a Campaign Team
• Listen and be ambassadors
• Create an audience list
–Physicians–Employees
–Donors–Elected Officials
–Patients–Volunteers
–Civic Group Leaders
–Board Members–Foundation
Board Members
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Step 6: Build a Campaign TeamStep 6: Build a Campaign Team
Utili l d hi
• Rally your supporters
• Utilize your leadership
• Rally your supporters– Spread the word in community and online
Testimonial campaign– Testimonial campaign
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Steps 7 & 8: Measure & Be l iblFlexible
• Measure your ROI with• Measure your ROI with– Hits to your site
Talk on forums change in polls– Talk on forums, change in polls
– Your opponent’s tone and/or activity
I d/D d – Increased/Decreased press • Google Alerts
• Google Trends• Google Trends
• Adapt as necessary
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Hit the Ground Running:Don’ts• Speak in corporate-ese• Speak in corporate ese
• Wait until your Web presence is a problem
S b h d f h W b• Succumb to the speed of the Web
• Underestimate YOUR OPPONENT’s impact
• Underestimate YOUR impactp
• Panic
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Hit the Ground Running:Do’s• Be ready to play• Be ready to play
• Be candid
A h h i • Approach each opportunity as a conversation
• Be flexible
• Hire an expertp
• Try new things
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ResourcesResources
Steve Rubel www micropersuasion com• Steve Rubel – www.micropersuasion.com
• Search Web sites and bloggers in your gg yindustry; keep up with the competition– Webby Awards Webby Awards
– blogsearch.google.com
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Questions?Questions?