The E-Campaign:Maximizing your Message on the Webg y g

Nashville American Marketing Association

January 9, 2008y 9,

What if…What if……Google search results unearthed that one

negative mention of your company from the past?

What if…What if……your company’s initiative becomes the

subject of a local newspaper’s online polls and forums?

What if…What if………a disgruntled customer – or employee or

watchdog group – started a blog against your company?

What if…What if……an entire Web-based grassroots campaign

against your company spreads throughout the Internet?

What if…What if…

…you can’t identify who is mounting this …you can t identify who is mounting this campaign against you?

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?

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

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.

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

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

What it means for you…What it means for you…

Exposure

&

Risk

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

Step 1: Define your GoalsStep 1: Define your Goals

ProactiveProactive– Launch new initiative or brand

Reach new audience– Reach new audience

Step 1: Define your GoalsStep 1: Define your Goals

ReactiveReactive– Correct misinformation

Defend your reputation– Defend your reputation

– Fight back

Step 2: Assess the Landscapep pWhat Wins on the Web

T & C didTransparency & Candidness– Nick Jacobs, Hospital CEO & Blogger

www.windber.typepad.com

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

Step 2: Assess the Landscape

Grassroots

p pWhat Wins on the Web

Grassroots

Step 2: Assess the Landscape

Two-way conversation

p pWhat Wins on the Web

Two way conversation– Polls and Forums

Step 2: Assess the Landscapep pWhat Wins on the Web

Not controlled– Anyone, anything, anywhere, at any time

– First amendment vs. libel

Step 2: Assess the Landscape

T t d

p pWhat Wins on the Web

TargetedNike+ loyalists, not just customers

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

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

Step 4: Know your OptionsStep 4: Know your OptionsYour Web site

– Additional site for a new initiative• Information resource

• Petition-like membership

Step 4: Know your Options

Your Web site

Step 4: Know your Options

Your Web site– Unique and memorable features

Step 4: Know your Options

Your Web site

Step 4: Know your Options

Your Web site– Interactive and useful

Step 4: Know your Options

Your Web site

Step 4: Know your Options

Your Web site– A resource for your customers

Step 4: Know your Options

Your Web site

Step 4: Know your Options

Your Web site– Proactively encourage new customer and

revisitsrevisits

Step 4: Know your Options

Your Web site

Step 4: Know your Options

Your Web site– Accessible: SEO and Navigation

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

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.

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

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

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

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

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

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

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

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

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

Questions?Questions?