Humanize Your Brand How To Protect - And Enhance It - Using Social Media

Thursday Sept 27th – 10am #SMWLA

Todd Wilms

Social Media Evangelist

Email in 72 hours:

t.wilms@sap.com

Twitter: @toddmwilms

Blog: www.toddwilms.com

Forbes Blog:

www.Forbes.blogs.com/sap/todd-wilms

Agenda

1. Reactive (Defense)

2. Proactive (Offense)

#SMWLA @toddmwilms

“To err is human . . .

To really ‘f-up’ takes a corporation.”

- Anonymous

5

No jokes – Just real life

The “Huh?”-apology If a tweet falls in the woods …

This move is “out of fashion”

One of the world’s largest oil

companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace

created one for them.

For 6 weeks they broadcast to the world how this company was destroying the planet from the

“companies own” twitter handle.

“We are incredibly sorry for our

tweet about #Aurora – Our PR is NOT US based and had not checked the reason for the

trend” – Celeb Boutique, after tweeting:

“#Aurora is trending, clearly about our Kim K inspired

#Aurora dress ;)”

During violent protests in Egypt

early in the year, fashion designer Kenneth Cole personally tweeted . . .

"Millions are in uproar in

#Cairo. Rumor is they heard our new spring collection is available online."

Friends don’t let friends drink and tweet . . .

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king

drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night …

#SMWLA @toddmwilms

6

Anti- “Love Story” “Social Means Having To Say You Are Sorry”

Movement

Protest

Rally

Angst

Irritation

Letter / Op- Ed

Communal Annoyance

Vote with Wallet

Pre-Social: Raised to level of

awareness by leaders

Pre-Social: May be invisible

to leaders

Post-Social: Easily visible to

leaders

Awareness Threshold

7

FedEx – Which is more fun to watch?

#SMWLA @toddmwilms

8

FedEx Stock Price: Nov 2011 – Mar 2012

Dec 19th: Video

hits YouTube

Dec 21: Formal

YouTube Apology

Coverage

slows to a crawl

#SMWLA @toddmwilms

9

Rules for Crisis Social Communications

1. Be Humbled

2. Be Real

3. Be Honest

4. Be Direct

5. Take Action

6. Learn from Mistakes

7. Steps to Ensure . . .

8. Where to go for . . .

#SMWLA @toddmwilms

Proactive 1. Listen

2. Understand Social Influence

3. Build Communities

4. Humanize Your Brand

“A best defense is a great offense.”

- Carl Von Clausewitz

12

Listen

“Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher

#SMWLA @toddmwilms

Understand Social Influence

14

Build Communities

#SMWLA @toddmwilms

15

Humanize Your Brand

#SMWLA @toddmwilms

Our customers

produce more than

72% of the world’s

beer.

#SMWLA @toddmwilms

17

Our customers

produce more than

70% of the world’s

chocolate.

#SMWLA @toddmwilms

18

Our customers

produce more than

86% of the world’s

athletic footwear.

#SMWLA @toddmwilms

Our customers

produce more than

60% of the world’s toys

and games

#SMWLA @toddmwilms

63% of the world’s

transaction revenue

touches a SAP system.

#SMWLA @toddmwilms

21

Humanize Your Brand

Know Culture: You can only bend culture so far

Empathize: How do we make our customer’s successful

Tell Stories: Tell customer’s success stories, not your own

Aggregate Content: Goal is to have ½ of our content be 3rd on SAP

#SMWLA @toddmwilms

Recap:

1. 8 Rules for Crisis Comms: Be Human

2. Listen: Megaphone to Ear

3. Understand Social Influence: Know, Engage, Listen

4. Build Communities: Platform for Engagement

5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices

Email in 72 hours:

t.wilms@sap.com

Twitter: @toddmwilms

Blog: www.toddwilms.com

Forbes Blog:

www.Forbes.blogs.com/sap/todd-wilms

Thank You

#SMWLA @toddmwilms

25

Air Force Web Posting Response Assessment

LET POST

STAND

No response

Discover Blog or Twitter Post

Has someone discovered a blog post

about SAP? Is it a positive post?

Evaluate “TROLLS”

Is this site dedicated to bashing &

degrading others?

“RAGER”

Is this post a rant, rage, joke, ridicule

or satirical?

“MISGUIDED”

Are there erroneous facts in the post?

“UNHAPPY CUSTOMER”

Is the post a result of a negative

experience from stakeholder(s)

CONCUR

A factual well cited

response, which

may agree or

disagree w/post, yet

is not negative

SHARE SUCCESS

Proactively share your

story & mission w/blog

N MONITOR ONLY

Avoid responding / monitor for relevant info

FIX THE FACTS

Respond w/factual info directly

(see blog response considerations below)

RESTORATION

Rectify the situation, respond and act upon

a reasonable solution.

See blog response considerations below.

FINAL EVALUATION

Base response on present

circumstances, influence and

prominence. Will you respond?

TRANSPARENCY

Disclose your SAP

Affiliation

SOURCING

Cite your sources

by including links,

video, images,

other references

TIMELINESS

Take time to create

a good response –

24 hours maximum

INFLUENCE

Focus on the most

influential blogs

related to SAP

TONE

Respond in a tone

that reflects highly

on SAP

Respond

Considerations

LET POST

STAND

No response

N

N

N

N

N

N

Y

Y

Y

Y

Y

Y

Y Y

Y