feel confident naked: how to use transparency to build your brand and avoid crisis
TRANSCRIPT
Feel Confident Naked
How to Use Transparency to Build Your Brand and Avoid Crisis on
April 16, 2015 @LisaAdams08
First Things First
Name: Lisa Adams
Job: Corporate Web & Digital Media Manager
Company: FMC Technologies
Twitter profile: @LisaAdams08
LinkedIn profile: Lisa Lunder Adams
Can also found on: Facebook, Flickr, YouTube, Vine, Instagram, Pinterest, and About.me
April 16, 2015 @LisaAdams08
Why Naked?
It’s scary • Increased exposure
• Very little control
• Constant change
It’s thrilling • Direct engagement
with influencers
• See results of efforts instantly
• Constant change
April 16, 2015 @LisaAdams08
Nowhere to Hide We are connected and sharing content 24 x 7.
• Transparency isn’t optional – corporate culture and external messages have to align
• No time to put on the gloss – social media moves fast
• Can’t be anti-social (media) – not engaging sends a message to your audiences that you are disengaged
April 16, 2015 @LisaAdams08
Build Your Brand
• Know your audience • Create and document brand
personality and tone • Respond to inquiries in a
timely manner • Spend more time sharing or
engaging with others’ content than broadcasting (8:10)
• Remember that social media is a customer service medium
April 16, 2015 @LisaAdams08
Success Study: Southwest Airlines They’re doing it right on Twitter:
• Sharing user-generated content
• Elevating their partnerships
• Getting creative with regional content
• Simple, relevant posts
April 16, 2015 @LisaAdams08
Avoid Crisis
• Listen to your audiences and take note of the subjects and terms they use
• Don’t over-focus on your campaign and lose sight of real world events
• Plan and create, but avoid scheduling
• Don’t get into the wrong conversations by accident
April 16, 2015 @LisaAdams08
#EpicFails:
• Not knowing your audience or brand personality (U.K. Govt.)
• Scheduling a national holiday post a day late (British National Party)
• Representing a country with the wrong iconic image (Delta)
• Not investigating a trending # before jumping into the conversation (DiGiorno Pizza)
April 16, 2015 @LisaAdams08
Get Support
• Establish a Social Media Policy
• Get executive support from Legal, HR, Customer Service, Marketing, and Security
• Create a Social Media Response Matrix
• Train your team to succeed
April 16, 2015 @LisaAdams08
Wrap up
Engaging on social media is scary, but it can be extremely rewarding and the benefits can outweigh the risks IF you:
• Identify your brand’s voice and are consistent
• Choose the right channels for your brand
• Listen and share more than promote
• And establish strong support
If you know who you are, what your audience expects from you, and are prepared for most of the unknowns,
You can Feel Confident Naked! April 16, 2015 @LisaAdams08