pr bootcamp 2017, april 19 slides
TRANSCRIPT
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AGENDA: SOCIAL MEDIA PR: ONE-DAY WORKSHOP
1.0 EXECUTIVE SUMMARY
Welcome to the one-day course on Social Media PR. We hope you will actively participate in making this training successful. This intensive session will provide helpful tips and techniques to get started in using social media tools and applications. It is aimed at participants who want to understand and effectively use social media apps and tools in their daily tasks. Learn to use Facebook, Twitter, Instagram, YouTube and visual storytelling techniques to fire-up enthusiasm among your fans and followers, and grow an online community of brand advocates.
2.0 OBJECTIVES AND LEARNING OUTCOMES
Upon completion of this course, you will be able to:
Understand how to align your PR strategy with your social media knowledge and incorporate the tools and apps in your overall agenda.
Evaluate which channels, content, tools, apps and techniques to use.
Measure success of your social media marketing activity
Manage the risks of social media for online reputation management.
3.0 PROGRAMME OUTLINE
Module 1 : Key trends in social media
State of media
Key statistics in social media in Malaysia, the region and the world
Rise of visual storytelling
Ecommerce in Malaysia
Fake news and fact-checking
The four pillars of social media: Listen, Connect, Add Value, and Measure Module 2 : Content creation
PR, content generation and visual storytelling: Back to basics
Use of photos and infographics
Best practices, guidelines, and tips in connecting with media online
Exercises on polls, quizzes, infographics, surveys.
Module 3 : Channels
Personal audit and branding
How to be a social media superhero
Best practices on social media
Five practices on social media stars
Content strategy on Twitter, Facebook, Instagram and LinkedIn
Upgrading your online media room
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Module 4: Social media crisis
Social media crisis: Countering negative publicity and attacks on social media
What the media wants in a social media crisis
Best practices in effective damage control in social media crisis situations
Incorporating social media in your crisis communications plan
Designing your own social media response flow chart Module 5: Strategy and analytics
Engagement and reach
Map out the social media plan for your organization
Setting KPIs: Tracking and measuring performance
Tools for measuring and analytics
Signs of success
4.0 FACILITATOR PROFILE: JULIAN MATTHEWS
Diploma in Multimedia Production, SAE, New Zealand, Certified Trainer by Human Resource Development Council of Malaysia. Julian Matthews was a journalist in print and online for 20 years before embarking on a career in media training for the past ten years. He has developed, designed and presented training workshops at public conferences, seminars and bootcamps and also in-house, customized programmes for multinationals, public-listed companies, small-and-medium-sized enterprises and non-government organisations. Julian has coached C-level executives and senior management one-on-one in preparation for a press conference or live broadcast media interview. As a trainer, he has conducted workshops entitled Effective Media Spokesperson, Effective Media Relations, Effective Investor Relations, Crisis Communications, Corporate Social Media, Social Media Marketing, Online Advertising and Multimedia Journalism Julian began his career as a freelancer for the local broadsheet New Straits Times at the age of 20 before becoming a fulltime journalist with The Star in 1984. He switched to travel writing in 1989 and won the Tourist Development Corporation’s Best Travel Writer award that same year. Since 1991, he has established a career as a professional business and technology writer for various corporations, trade publications, magazines and online media. For 14 years, he was the Malaysian correspondent for Nikkei Electronics Asia, a magazine for Nikkei Business Publications, Inc, the largest trade publisher in Japan. He was also one of the pioneers of online journalism in Malaysia, contributing to AsiaBizTech, a website also published by Nikkei Business Publications, Inc based in Silicon Valley in 1997. Besides AsiaBizTech, he was also at various times the Malaysian correspondent for some of the most prominent online technology and business publishers in the Asia Pacific region including CNET, ZDNet and Newsbytes, a Washington Post-Newsweek
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subsidiary. As a journalist, Julian was skilled in writing and editing news stories as well as doing analyses and feature stories. In the last ten years, as a consultant and trainer, Julian has extended his experience and services to multinationals such as Accenture, Bayer, Chevron, HP, IBM, HP, Lend Lease, Maxis, Nestlé, Petronas and Proton. He is also the director and co-founder of consulting and training firm Trinetizen Media. Julian presents regularly for Intelectasia’s annual PR Bootcamp series on Social Media PR. He is also the media trainer who trains the media. He has developed and presented over 30 workshops on Multimedia Journalism, Social Media Journalism and Mobile Journalism for reporters, editors and photographers of leading English daily The Star, national news agency Bernama and national broadcaster RTM, which were specifically for media professionals transitioning to online media.
5.0 TESTIMONIALS
“Julian is a master at his craft. He pulls out an array of real-life and personal experiences to illustrate his points. As a former journalist he knows all the tricks of the trade,” Mohamed Iqbal, Head of Retail and Commercial Banking, Kuwait Finance House Bhd. “It was an excellent, informative and entertaining workshop! Julian keeps the pace going nicely, no slow/meandering lecturing, introduced us to the stuff and moved on. Also mixed tech how-to’s with inspirational/mentoring. Great!” Andrew Sia, Chief Reporter, Star Publications Bhd. “A well-organised training full of fun and information on how to handle the media. Both trainers are experienced and have the ability to motivate the participants,” Tuan Haji Ismail Harun, Vice President, Corporate Office, Packet One Networks (M) Sdn Bhd. “Julian did his homework on our organisation very well. It helped participants to relate to the subject/topics being discussed,” A. Shukor Rahman, Communications Manager, Malaysian Software Testing Board. “Very beneficial training session. Trainers are very engaging with up-to-date materials. Group discussion and mock session very beneficial,” Mokhtar Ali Ismail, PGPA Manager, Chevron Malaysia. “This is a great platform to get myself updated about the media. The knowledge should help me improve my work in media planning and management, as well as improve the way I should assist in handling media and media-related issues for my company,” Cindy Thean, Pacific Mutual Fund Bhd. “A short brief intro into media training – yet well covered and delivered in a fun and lively way.” Sharon Chow, Bayer Company Malaysia. "Very interactive workshop with lots of humour which keeps the workshop alive," Ng Yen Yen, Penang Seagate Industries.
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Day 3:
Social Media & PR
Exercise 1: Get social
• Go find a person across the table or
the room that you do not know
• Find out three things: – Similarities
– Differences
– Share something unique, interesting OR life-
changing about you that few people know
about
• You have 10 minutes
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What connects us?
• Mutual friends
• Alma mater
• Where we work/ed
• Where we live/d
• Common
experiences
• Abilities, skills
• Family, Children
and Pets
• Food and Drinks
• Sports, Fitness,
Health
• Hobbies
• News
• Books, Movies, TV
shows, Music
• Travel: Where
we’ve been
• Nostalgia
• Unusual stories
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Module 1:
Key Trends in
Social Media
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5
The Internet circa 1997
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The challenge in 2017 and beyond
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Early days…
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8
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Cameras everywhere
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10
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Exercise 2: Wefie
• Break into groups
• Take a we-fie (group selfie)
• Get creative
• Post on any social media account
• Most likes, shares, comments wins a prize
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Media diet has changed
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Know the state of media
• Circulation for print dropping all across
the board
• Circulation vs readership disconnect
• Using e-paper/paid digital to obscure
figures
• Print losing out to pay-TV and online in
advertising spend
• Media Prima slips into the red in FY16
as 4Q profit falls 84% - mainly dragged
by shrinking print revenues
Know your media: Print
Source: The Sun ad: ABC (Jan – Jun 2016)
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Edelman Trust Barometer 2017
PR 2017• Know your online media: Targetted placements
• Know your editors: Have at least five editors’
numbers you can call
• Know your reporters: Some of them will
become editors, cultivate, socialize
• Know your audience: More sophisticated, tech-
savvy
• Know your angle and story – eg: Allianz
• Know your content and how to pitch it
• Know your social media platforms and
developed the skills to use it
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Where is everyone?1.86 billion monthly active users
Malaysia: >23 million
1b unique users/month, 6b hrs watched/month300hrs of video uploaded/1 min
1.2b monthly active usersMalaysia: 75% penetration
600 million active users/month
467m registered usersMalaysia: >3m
320m monthly active usersMalaysia: >2m (estimate)
200m daily active usersMalaysia: ?
332 million blogs
76.5 million blogs
100 million active users 19
Sources: Statista(Apr, 2017), ExpandedRamblings.com, Facebook, Linkedin, Twitter,
Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR
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Instagram: More visual
Snapchat: More 24/7 video
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Visual story-telling
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The future of messaging
E-commerce is up in Malaysia
• Revenue in 2017 amounts to
US$1,121m
• Revenue is expected to show an annual
growth rate (CAGR 2017-2021) of
23.2 % resulting in a market volume of
US$2,585m in 2021
• User penetration is at 65.7 % in 2017
and is expected to hit 76.8 % in 2021.
• The average revenue per user (ARPU)
currently amounts to US$73.53.
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DFTZ
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Fake news and
fact-checking
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Fake or real?
Fooling the public is an agenda
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Trump Effect
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Stem the fakery
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Verify before spreading
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Celebs have hugereach and influence
Facebook Fan Page:
Zizan Razak : 3.57m likes
Lisa Surihani : 2.72m likes
Twitter:
@LisaSurihani : 3.66m Followers
@zizanrajalawak : 2.45m Followers
Instagram:
Zizanrazak869 : 4m Followers
lisasurihani : 2.9m Followers
Twitter:
@bharianmy : 1.14m Followers
@StarOnline : 1.14m Followers
@Malaysiakini : 894k Followers
@hmetromy : 729k Followers
@bernamadotcom: 608k Followers
@umonline : 427k Followers* As of Apr 1, 2017
Facebook Fan Page:
Berita Harian : 4.49m likes
Harian Metro : 4.12m likes
Sinar Harian : 3.23m likes
Utusan Online : 1.80m likes
Malaysiakini : 1.47m likes
TheStarOnline : 865k likes
FMT : 598k likes
Who are the top Instagrammers?
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Multi-screen watchers
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“57 channels and nothing on” –
B.Springsteen
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Case study: Zalora surprises couple after exchange on Facebook
It began with a Facebook post…
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Can we ignore
social media?
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There will be consequences…
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1. You won't know what people
are saying about you
The conversation is taking place anyway.
You can choose to participate or you can
ignore it, but people are talking -- even
when you're not listening.
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2. You won't know what's going on
Listening in to conversations on Facebook, Twitter and the
blogosphere is like having a free focus group going 24/7.
If you listen to your market, you'll be able to anticipate
customer needs, make better products, improve services and
hear what's wrong with what you are currently delivering.
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3. No one knows the real you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If you don't secure your brand accounts on Twitter,
Facebook, no one will know if it's real or fake.
• Get out there with your own voice and establish a
reputation for authenticity and truth - it's a lot harder
for someone else to hijack your brand.
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4. When you need a voice, you won't have any credibility
• Typically, organizations only think of a blog or a
Twitter account, after a crisis hits.
• Whether you're talking online or off, it takes
months – even years – to establish trust in a
relationship.• You need to start the conversation in order to
start making deposits in the bank of trust. Then when you need it, the credibility will be
there.
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5. You're giving away a
competitive advantage • Whether you are listening
or not, chances are your
competition is monitoring
what your stakeholders
are saying about you.
• They may get the
feedback you don’t and
be able to bring a new
product to market faster,
and meet the needs of
the marketplace better
than you can.
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4-step social media guidance
Step 1: Listen
What are people
saying about your
brand online?
Who’s saying what?
Who comments and
responds?
What they say and
how they say it.
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Make friends – one at a time
Participate in conversations and find your voice
Observe comments and reactions, if any
Do not dominate the conversations!
Step 2: Connect
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2/3 of the economy now influenced by
personal recommendations – McKinsey&Co
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Step 3: Add value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
conversation.
Do not flood streams
with marketing
messages!
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Step 4: Measure
Track engagement, reach, pageviews, unique visitors, downloads, subscribers, followers, fans
Cost savings, sales and call-to-actions
Measure sentiment, positive vs negative comments, issues resolved, feedback received
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Five key trends in social media in 2017
1. Mobile-first: Has to be accessible via phones
2. Visual: Rise of videos, photos, infographics
3. H2H: Humanizing the experience wins
4. Social media management going in-house,
round-the-clock monitoring is the reality
5. Early days yet, big corporations still make
blunders
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Module 2: Content creation
in social PR
#PRBOOTCAMP2017
A magic trick
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Persatuan KebajikanPeople Support People Malaysia
Jamie’s story
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Making content real again
“It was an extremely important part of my
healing process to make the story. I hope
folks in Malaysia have the opportunity to make
such stories for themselves. What I learned is
that people care more about stories when
they are in multimedia format, putting them
onto video actually allows some people to
hear a story where they wouldn't be able to
stomach having you tell them the same story
sitting in front of them,” Jamie, storyteller.
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My epiphany: Can a website save a life?
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The “viral” campaign:ALS ice bucket challenge
• Simple: Visual, fun, shareable, easy to replicate
• Gamify: Set up a challenge that was passed on to 3 others, feel-good factor of supporting a worthy cause
• Authentic people power: Attracted celebs and ordinary folk. Real stories of people with ALS and their family and friends.
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Content creation:
What’s your story?
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Back to basics
Audience
Story
Context
: WHO : WHAT: WHY should I care?
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Case study: Kirkby
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Know your subject
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Education Section and Merdeka pullout
It’s not the technology, tools, devices or apps.
It’s the story.
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Content creation1. Trigger reactions (likes, shares, re-posts):
• Share personal stories in the authentic voice of your brand, or individuals that represent your brand values eg: CEO’s speeches, anecdotes and quotes, customer testimonials
2. Seed conversations:
• Post summaries of an event
• Share a new idea and ask community to brainstorm
• Create a list and ask community to add to it
3. Get visual:
• Use better photos and videos
• Infographics
Think visually, always!
• Twitter: 3 – 5 tweets/day, link + photos/video
• Facebook: 2 posts/day, link + photos/video
• Instagram: 3 – 5 updates of photos/video
• Snapchat: Live video updates throughout event
• YouTube: Post video after edit, link to FB, Twt
• LinkedIn: Link to release, + post photos/video
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Formal
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Action
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Emotion
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Tobii ET-17 eyetracker
What the Eyetrack studies tell us
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Source: Poynter Eyetrack07 Studies
Nielsen Norman Group 2005 eyetrackstudy: Photos viewed differently
Source:http://www.ojr.org/ojr/stories/070312ruel/
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Celebrity mattersCelebrities make a difference
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Infographics• Piktochart: https://piktochart.com/
• Infogram: https://infogr.am/
• Canva: http://canva.com
• Adobe Spark: http://spark.adobe.com/
• Relay:: http://relaythat.com
• http://dailyinfographic.com/
• http://www.coolinfographics.com/
• http://www.infographicsshowcase.com/
• http://submitinfographics.com/
• http://www.infographicsarchive.com/
• http://infographicjournal.com/
Local example: https://www.italentpro.com/infographics
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Exercises:
• Create infographic on Adobe Spark
• Do a poll on Twitter
• Do a quiz on Typeform
• Do a survey on Google Docs
Useful mobile apps• Managing on mobile: Facebook Pages Manager
App
• Scheduling posts: Hootsuite, Post Planner, Buffer
• Aggregation, curation: Storify, Storyful, Shorthand
• Live: Facebook Live, CoverItLive, Livestream, Ustream, Periscope, Snapchat
• Short video: Boomerang, Instagram, Twitter, Snapchat
• Mobile video editing: iMovie (iPhone)• AndroMedia or Kinemaster (Android)
• WeVideo• Viva Video
• Jotting notes: Evernote
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Module 3: Social media
channels
#PRBOOTCAMP2017
Exercise: Personal audit
• Google your own “full name” (with quotes)
• What is most relevant search result?
• Do the first page results link accurately to you, your org, your personal website, your blog, your social network profile, your resume, your image?
• Is your name associated with your company?
• Are the search results positive or negative?
• Do you have a doppelganger sharing your name?
• Rate the first page results: positive, negative, neutral, doppelganger.
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Personal audit “your name”
search
images
news
Positive
Negative
Neutral
Doppelganger
Social media and the banana leaf
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Digital banana leaf
How to be a social media superhero
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Social media superhero1. Choose your superpower: What are your strengths?
• Wordsmith: smart, witty, humourous, poetic, newshound, quoter, list-maker, simplifier, editor, weekly thought leadership, customer support, daily helpful tips
• Skillsets: Photography, videography, designer of infographics, live commentator, emcee, talker. You can’t choose invisibility!
2. Choose your channel: Facebook, Instagram, Snapchat, Twitter, YouTube, Linkedin, blogs, podcast
3. Find your audience: You cannot operate in a vacuum, find your champions within and outside your organisation
Ten best practices on social media1. Use your real name and real photo on
profiles: No pets, kids, cartoon characters, emojis, etc
2. Fill up your profile in Linkedin, Facebook, Twitter, Blogs
3. Use unique hashtags
4. Share and cite: Find great stuff to share, attribute the sources, ask permission if you have to
5. Be active and post original thoughts yourself. Don’t steal, copy & paste nor automate everything.
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6. Don’t hard sell: If you are plugging your own product, service, company, say so but preface with “Shameless plug…”
7. Be authentic and comfortable in your skin. Your professional and social life must make peace with each other, find the middle ground. Have personal opinions but know when to draw the line. Preface it with IMHO or “This my personal opinion...”
8. You are an ambassador for your brand 24/7. Online or offline. Exemplify the brand’s values
9. Don’t share information said in confidence, or will reflect badly on your CEO’s or organisation’sreputation
10. Add value, don’t just take, take, take
Case study: YouTube: Michelle Phan
• > 300 videos since 2007
• 1.1 billion views, 7.8m subscribers
• Started beauty sampling service Glam Bags on ipsy.com in 2011
• 2013 launched makeup line with L’Oreal
• “It’s very easy to make a viral video, but longevity and consistency, that’s hard.”
• Making comeback in 2017
Michelle Phan, YouTube star from makeup tutorials
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Case study: Twitter: Uberfacts
• Started tweeting in 2009. Became serious 2011, tweeting 24/7.
• Claims to make US$500,000/year from ads and sponsored links
• Has 13.4m followers on Twitter, FB: 4m, Instagram: 1.4m
• Launched UberFacts app in 2014
• Controversy: Some UberFacts not verified Kris Sanchez, tweets
most interesting facts
Source: BusinessInsider.com11
Case study: HongKiat.com
• Since 2007
• 6.6m unique visitors/month
• Started with design tips, now as 40+ permanent and non-permanent authors, and 3 editors
• Moved to Singapore, quit his day job
• “Make sure you are really interested in the things you write, and write constantly…don’t set money or traffic as the goal.”
Lim Hong Kiat, how-to,
design, lifehacks, tech tips,
inspirational bloggerSource: Cilisos.my
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Case study: EatDrink.my, EatDrinkKL
• Blogging since 2009 on Blogspot.com, writes daily
• Journalist for AP for 14 years
• Eat Drink KL ebook, Oct-Dec 2013, updated quarterly
• Launched EatDrink.my with The Expat Group in July, 2014
• Launched EatDrink App on iOS and Android, March 2015. Offers 6% discount and donates to charity
• “Pays for his own meals 99.75% of the time”
Sean Yoong, journalist turned foodie blogger
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Sean Yoong’s advice1. Find and develop your own natural voice - it won't come
immediately, but it should eventually be something you're comfortable with in the long run.
2. Try to nurture an audience in the language you're most fluent in. If your English is shaky, but you insist on writing in English, it might do more harm than good if you're trying to build an income out of blogging, because the people who'll pay for your services will notice it. Write in BM, in Mandarin, etc, instead - there'll always be a market for bloggers in any language.
3. It's competitive if you're trying to earn an income from blogging. It takes time to build enough content on your site, to get noticed, and then to find a way to monetise your blog. Frankly, there are faster, better ways to make money - so if you're blogging, don't do it for profit. Do it primarily because you want to.
4. Content will help you get spotted. What you write needs to be distinctive. And authoritative, if possible.
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Case study: PaulTan.org• Automotive blogging since
2004
• Started Driven Communications 2008
• Produced 13-episode TV show Driven in 2010
• Other sites: Oto.my, InfoKereta.com, TechAttack.my
• Integrated marketing services, event management, video production, photography, social media management
• “Separates editorial from advertising”.
Paul Tan, automotive blogger to Driven Communications
Source: digitalnewsasia.com15
Five traits of successful social media stars
1. Consistent: They write, blog, shoot photos, videos everyday
2. Passionate: They really care about their subject matter
3. Focused: Once they find their audience, they become very focused on growing and driving that traffic and churning out compelling content
4. Patient: None of them enjoyed immediate success. They just kept at it until one day it turned into a business
5. Meet your fans: Go out there and be social (no matter how introverted you are)
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“In the past you were what you owned.
Now you are what you share,”
Charles Leadbeater
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I don’t know who you are.
I don’t know your company.
I don’t know your company’s
product.
I don’t know what your company
stands for.
I don’t know your company’s
customers.
I don’t know your company’s
record.
I don’t know your company’s
reputation.
Now – what was it you
wanted to sell me?Moral: Sales start before your
salesman calls…
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Google Quotient
• Findability: Can your brand name, product or service be found easily?
• Linkability: Are you linking out and being linked by others?
• Relevance: Are the search results relevant to your potential customers?
• Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?
Exercise: Benchmarking using
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Company A Company BWebsite visits
YouTube
Subscribers
CEO Twitter
followers
Useful apps: Tweetreach, Twittercounter, tweepdiff
Competitive intelligence: Unmetric
Owned, Paid and Earned Media
Owned Media – These are the content channels that you own. You create and control it. Eg: Your website, blog, social media pages.
Earned Media – This is the media that you’ve earned. Eg: Press coverage of your event, people voluntarily sharing your content or discussing about you online.
Paid Media – These are the third-party channel that you pay to leverage. Eg: Advertising, advertorials, sponsored content, Google Ads, native advertising
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Earned and owned: Most trusted
Nielsen Trust Study
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“In 2017, if you’re
not on a social
networking site,
you’re not on the
Internet.”
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Cautionary tale: PR director gets fired over tweet
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Scott Monty, ex-Ford1. Always shows gratitude
2. Constantly corrects misinformation
3. Encourages conversation
CEO and founder of
Scott Monty Strategies,
@scottmonty, formerly
head of social media, @ford
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Frank Eliason
Brain+Trust Partners
@frankeliason, formerly
@comcastcares, @askciti
4. Problem solver: Fields customer
support issues, re-directs to right person
5. Always helpful and adding value
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Lee Aase, Mayo Clinic
Director, Social Media, Mayo
http://tinyurl.com/smugu
@leeaase, @mayoclinic
6. Health tips
7. Sharing patient, inspiring stories
8. Promoting radio shows, webcasts
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#NuggsforCarter
Caution: Hashtag Fail: #MyNYPD backfires
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Facebook case study: Intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel
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Get to know your audience
Make it fun with quirky questions, games, polls
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Avoid automated updates*
• Frequent automated status updates makes your Page inhuman
• Facebook hides repeated updates in “Show Similar Posts”
• Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.
Encourage shares, @mentions, show gratitude for sharing
• Use @<insert name of fan> to encourage interaction
• Use of photos and videos gets a lot of traffic
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Meet f2f: Offline engagement
• Organize tweetups, blogger meets and Facebook fan days or “meet the social media team”
• Invite fans for launches, roadshows, community projects, sponsored events, festivals
Provide house rules or moderation guidelines
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Celebrate milestones
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Facebook jumpstarters and ideas
1. Share other people’s posts that are in line with your brand values
2. Photos: Buy or commission original photos of your company’s premises, people. Drone it.
3. Go live: Expert hour or CEO answers question – blurb a day or two before when you are going live. Ask fans to post questions early. Use Facebook Live.
4. Do a regular lightning quiz and giveaway gifts
5. Run polls asking people what they think about a specific story or subject
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More post ideas
6. Have guest posts from analysts, industry experts, influencers
7. Hire a reporter, commission stories
8. Create infographics, work with graphic artists outsource content creation to Fiverr.com, Guru.com, Upwork.com
9. Video your own content: slice and serve
10.Get thematic: Fan Page Friday: highlight one fan every Friday, interview the person, Green Week, Throwback Thursday, History Month, use a unique hashtag
Tips on posting on events
• Pre-event: Blurb it with teaser photos or videos
• During event: Post live videos, updates.
• Post-event:
• Schedule three posts: Break up press release into headline+headline, quotable quote, formal/informal photo.
• Link each post to press release on your website.
• In album, post both formal and informal, fun shots
• Encourage comments in each post
• Tag people you know, even if a day or two later
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Facebook Tip
Facebook: Customised Status1. Go to Setting > Audience optimization for posts
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Scotia Bank targets younger clients
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Instagram jumpstarters
• Showcase your products in a creative way
• Show how your product is made
• Go behind the scenes
• Give a sneak peek of an upcoming event, launch, new service
• Show off your employees, action shots sell
• Show off your office or the insides of individual cubicles or rooms or drone shots of your building
• Take audience with you on a trip
• Tie-up with Instagram celebs
Nike
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Starbucks
Tip: Instagram analytics
• Analytics: Iconosquare (free trial)
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Business Wire Case Study: Increasing ROI of your news release
More inbound traffic, social shares and sales.
https://trends.google.com/trends/explore
LINK: https://medialeaders.com/pr-best-practices-search-social-dgs5/
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Media room
• Keep it updated!
• Stop uploading in PDF
• Upload to your site first, then provide link in press release and all social media channels – close that time gap
• Provide assets that media can use: photo, video, infographics, slides
• Embed ability to share easily directly from your website to social media
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Social Media Press Release
http://www.shiftcomm.com/blog/social-media-press-release-2-0/
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Social Media News Room
http://pressroom.toyota.com/
http://pressroom.toyota.com/releases/toyota+visitors+center+mississippi+10+years.htm
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Module 4:
Social Media Crisis
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1. One bad interview can ruin your company’s reputation
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2. You are already a brand ambassador(so you need to know how to promote your company’s agenda 24/7/365 to the media)
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3. Perception matters -- media visibility affects the bottom line
Takata shares plunge as Honda drops supplier, may have caused four deaths
BP profits slump after
huge oil spill charge
Uber CEO Kalanick Caught on Video Arguing Over Fares
Jury Orders J&J to Pay $72M in Ovarian Cancer Talcum Powder Case
Volkswagen Shares Dive
on New Emissions Woes
Nestlé’s half-billion-dollar
loss in Maggi noodle
debacle in India
4. Speed matters
4
Timeline of crisis• United needed to make room on a full plane for four of its
employees.
• United selected four passengers and offered USD800
vouchers and a hotel stay.
• One selected passenger, Dr David Dao, who had paid
for his flight and was sitting on the plane, did not want to
give up his seat.
• Three security agents yanked the passenger out of his
seat and violently dragged him out of the plane.
• United CEO Oscar Muñoz issues statement describing
the incident as "re-accommodating" passengers and leak
email to staff called him “disruptive and belligerent.”
• Videos of assault of Dr Dao went viral7
5. Being professional matters
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Case study: Maxis
Timeline of crisis• March 9, 2016: Lowyat.net forum user posts that his friend
in Sabah was counter-offered a more attractive plan by
Maxis at reduced price when she tried to switch to Celcom
• Post goes viral on social media, Maxis customers vent
their anger of unfair treatment
• April 3: Maxis states offer is “exaggerated” and that
sometimes it has “special deals” to stimulate markets.
• Loyal Maxis customers feel shortchanged, start to port out
and document it on social media
• April 4: “Potong” Maxis page set up, gains 10K likes
• April 4: Robert Cumaraswamy posts analysis on Linkedin,
amplifying crisis
• April 6: Musician Russell Curtis posts breakup song on
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People can form a group online very quickly to attack your brand
Online protesters are a creative lot
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Apr 8: Maxis apologizes, offers upgraded free data on Facebook Live
Beware the memes
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DefinitionsA crisis is an event or series of events which can severely damage the reputation of an organisation. It can interrupt normal workflow and threaten the organisation’s very existence.
Crisis communications is a responsible programme to minimize damage to a company’s reputation through active engagement and communications with employees, stakeholders, the public and the media
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Types of crises
• Financial: Bank run, hostile
takeover, government-forced
merger, sovereign defaults, stock
crash, bubbles, currency crises
• Corporate/legal: Lawsuits, anti-
trust, copyright infringement. Eg.
Microsoft.
• Brand terrorism: product
tampering, malicious rumours,
corporate espionage, hacking. Eg.
Tylenol.
• Medical: Mass hysteria, flu
outbreak, H1N1, SARS
• Natural disasters: Tsunami,
landslides, flash floods, freak
storms.
• Accidents: Vehicle crash, explosions,
careless handling of hazardous
material, fire
• Product/service failure: Product
recalls, faulty service. Eg. Firestone.
• Organizational misdeeds:
Management misconduct, deception,
financial fudging, stock manipulation,
kickbacks. Eg. Enron, Satyam, VW
• Workplace issues: Violence, sexual
harassment, discrimination
• Technological crises: eg: phishing
scam, skimming, systems crash, data
loss, software failure, blackouts. Eg.
KLSE crash.
• Confrontational: Boycotts, picketing,
sit-ins, strikes, blockade or occupation
of buildings
Types of crises
High business impact
Low business impact
Low probability High probability
Hostile takeover
Product incidents
Boycott
Class-action
lawsuit
Environmental
catastrophe Accident
on premises
Financial crisis Management
mistakes
Sabotage
Dismissals
Corruption
Sexual
harassment
Pressure group
actionsStrikes
IP copyright
infringement
RetrenchmentTrade sanctions
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Online detection
Example warning signs:• Rise in customer service
complaints online
• High criticism of services in social
media
• Negative sentiment of organisation
in online monitoring and tracking
tools
• Online media critical of inaction
• Unusual staff turnover, employee
discontent reflected in social
networks
• Infrastructure starting to break
down
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Being proactive
1. Have planned responses, holding
statements ready
2. Cultivate strong relationships with editors,
influencers
3. Keep employees informed: nip rumours in
the bud on one-to-one basis
4. Go public on your website with denial if
required
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Establishing your own social media listening posts
• Resources: Internally monitor keywords via search engines, alerts, dashboards, analytics
• Externally use an media monitoring agency to measure mentions, sentiment, manage social media channels, monitor keywords, competitors, issues
• Build relationships with key influencers by engaging with them online
• Build a social media response chart and assign staff to monitor and take action where necessary
• Get management buy-in, draw up social media policy and guidelines for staff engagement
Social media monitoring
and analytics• Google Analytics
• Facebook Insights
• Twitter Analytics
• Buffer
• Hootsuite
• Kissmetrics
• Go Googol
• Sprout Social
• Meltwater
• Quintly
• Klout
• Socialbakers
• Moz Pro
• Sysomos
• Isentia
Bonus: http://simplymeasured.com/freebies#/
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Map out social media response flow chart
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Managing community• Delete: Warn the poster, point to
guidelines, policy• Ignore: Does not require response,
responding may do more harm• Validate: Show gratitude, agree,
vouch for accuracy, add value to point made
• Escalate: Requires higher authority to act
• Re-direct: Poster’s grievance in wrong channel or directed at wrong person. Re-direct to right personnel
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• What happened?
• When and where did it happen?
• Who is dead, injured or affected?
• How did it happen?
• Has it happened before?
• What parties were involved?
• What are you doing about it?
• When will it be resolved?
• Who is in charge?
• What is the extent of damage?
• Why did it happen?
• Will it happen again?
• What was the ‘real’ cause?
• Who is responsible?
• Who is to blame?
What the media wants in a crisis
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Crisis Spokesperson: Regret, Reason, Remedy
1. REGRET: – Show genuine concern for victims, express regret,
apologize if necessary but be specific– Say what needs to be said to victims and their families– Who can the people affected call?
2. REASON:– 5Ws 1H. Just the facts, do NOT speculate on How and
Why. If you do not know say you don’t know – pending investigations
3. REMEDY:– What are you doing to fix it?– What resources have been allocated?– Is the environment secure now? Is the public still at risk?
Is it safe to go there?– How long is the remedial action going to take?– When can we hear from you again?
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When the media calls
1.“We know and here are the
facts.” (Holding statement)
2.“We don’t know everything at
this time. Here’s what we
know. We’ll find out more and
let you know by XX:00 time.”
3.“This is first we have heard of
it - but we’ll find out more and
get back to you.”
Note: Do not hang up or say
no comment!
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Tools for responding to media in a crisis
Traditional
• Holding statement
• Press release
• Fact sheet
• Q & A or F.A.Q.
• Press conference
• Memo or letter
• Advertisement
• One-on-one interview
• 24-hour hotline
Social media• Light up dark site
• Fill with hourly/daily updates on Facebook or Twitter
• Video on YouTube
• Set up a blog or feedback forum (*be prepared to monitor)
• Crowd-sourced survivor lists
• 5-digit SMS hotline
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Who does what in crisis communications
Crisis Management Team Leader:• Collect all relevant information and get it to
communications• In almost all circumstances, the incident
commander/crisis manager is main spokesperson on the ground
Communications:• Develop holding statements/Q&A/FAQ for use with
media• Get spokesperson prepared, rehearse statement.• Monitor news coverage• Develop internal communications strategy/materials.• Counsel the next course of actions for
communications
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– Within two hours• Holding statement• Update online media
(post content on dark site)• Inform staff
– Within six hours• Press statement• Press conference (if necessary)• Produce sound clip/ TV footage • Set up crisis hotline
– Within 24 hours• Arrange interviews • Gather third-party statements
– Within a few days• Detailed discussions with journalists• Personal discussions with media and key opinion leaders• Internal media• Place ads
All about speed
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Holding statement: eg. Fire• Provides the media with an initial statement of
facts that can be used immediately when crisis breaks
• Answer the four Ws: Who, What, When, Where.Explain WHAT the incident is. Identify WHO is involved, tell WHERE and WHEN the incident occurred, explain WHAT action is being taken to respond to the incident.
• Do not speculate on the How, How Much or Whyif you do not know the answer yet. When in doubt leave out.
• DO NOT disclose any names of dead or injured until next-of-kin is informed. (Reporters may get names from police or hospital. When you are ready to release names, appeal to media to respect the privacy of family and relatives in their time of bereavement.)
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Example: Holding statement
At approximately 9am today, April 9, 2017, a fire occurred at _____________.
All our employees evacuated the building safely. The local police and fire services were alerted and the situation is now contained.
Our immediate concerns are for the safety and well-being of our staff and the public and to minimize the impact to the surrounding area.
We will keep you updated as more details become available. (Please check our website/blog or call the hotline_____________)
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Follow-up statement• State whether fire is put out, any people injured
and surrounding community is secure.
• Show empathy, regret and appropriate concern for victims, their families and those affected.
• State that the safety and security of your customers and employees is always your highest priority.
• Name the agencies you are working with – eg. police, hospital, local council, fire department, hazmat, search and rescue, enforcement – who are responding to this incident.
• State whether investigations and related follow-up activities are on-going.
Case studies
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Case study: Worms in Lipton lemon green tea
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Case study: KFC employee attacks customer
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Social media amplifies crisis
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KFC statements
Feb 7, 2012 Feb 9, 2012
Feb 8, 2012
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Resolution
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Do the right thing!
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Case study: LRT danger
Group MD tweets1.19pm Nov 23
1.21pm Nov 23
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Facebook post Tweet @MyRapidKL
Re-tweet media tweets
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LRT 2012: Old pic from 2006
posted as new
1. Be ready to act
fast
2. Get ahead of the
rumour mill
3. Act appropriately
for each crisis
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“Woman dies in fire as BHP staff refuse to loan fire extinguisher”
Sara Mateoi, mother of dead student, Florina Joseph. –The Star
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Case study: BHP• Trapped 27-year-old student
Florina Joseph screams for help after crash with another car and lorry.
• Passer-by Teo Chai Hong races to nearby BHP to get a fire extinguisher.
• Two attendants refuse to open doors despite pleas and offer of identity card.
• Teo returns to scene to see student and car engulfed in flames.
• Teo posts his account online.
• Media picks up story after it spreads on social networks.
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Social media impacts brands
Facebook protest group
Boycott inHumane Petrol
picks up 8,000 likes in 22
days.
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Responses from BHP
1.BHP government relations manager Abdul Kaiyum: “Teo
was not acting calmly when asking for assistance. Neither
did they refer to their supervisor because it was past
midnight. The two of them previously had been attacked
and beaten up by assailants while on duty at the
station”June 3, 2010 Komunitikini
2."We regret this has happened. The incident took place at
3am. Thefts and robberies at service stations are common
during these hours. Thus staff at the service station were
only concerned and did not respond to the request as the
attendant could not see the accident which took place
some 300m away.” statement issued to Malay Mail, June
4, 2010.
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3.BHP managing director Tan Kim Thiam had
expressed regret over the incident, saying the
attendants had refused to open their doors because
robberies were common at that hour. “The staff were
concerned and did not respond to the request as
they could not see the accident,” said Tan, who
declined to comment further. The Star, June 5, 2010
4.“As the BHP staff could not see the accident, then a
misunderstanding occurred with Teo claiming the
staff refused to hand him a fire extinguisher,” said a
BHP spokesperson who declined to be named.
Malaysiakini, June 8, 2010
(Note: Cancelled a press conference on June 7, 2010)
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Exercise
In the four statements above what did BHP
lack in its first responses to the media?
1.
2.
3.
4.
5.
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BP: Leadership matters
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BP CEO’s Gaffes• May 3: “Well, it wasn't our accident...The drilling rig was a
Transocean drilling rig. It was their rig and their equipment
that failed, run by their people and their processes.”
• May 14: “The Gulf of Mexico is a very big ocean. The
amount of volume of oil and dispersant we are putting into it
is tiny in relation to the total water volume.”
• May 18: “I think the environmental impact of this disaster is
likely to be very, very modest.”
• May 30: “We're sorry for the massive disruption it's caused
their lives. There's no one who wants this over more than I
do. I would like my life back.”
• May 31: “The oil is on the surface. There aren't any plumes.”
(Scientists had video images to prove otherwise)
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The web community had already
hijacked the brand
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They found fault everywhere
BP crisis command centre posted on official website
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Original picture posted later
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Bloggers say it was “photoshopped”
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Dell laptop explodes at Japanese conference
By INQUIRER.net newsdesk: Wednesday 21 June 2006
An Inquirer reader attending a conference in Japan sat just feet away from a laptop computer that suddenly exploded into flames, in what could have been a deadly accident.
Gaston, our astonished reader reports: "The damn thing was on fire and produced several explosions for more than five minutes"…
For the record, this is a Dell machine," notes Gaston. "It is only a matter of time until such an incident breaks out on a plane," he suggests.
Our witness managed to catch all the action in these amazing pictures….
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Good news, get it out fast
Bad news, get it out faster!*
(*Caveat: Information is verified)
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Dell to recall 4m laptop batteriesCNET News.com,August 14, 2006
Dell and the U.S. Consumer Product Safety Commission plan to recall 4.1 million notebook batteries on Tuesday, a company representative confirmed.
The recall affects certain Inspiron, Latitude and Precision mobile workstations shipped between April 2004 and July 18, 2006. Sony manufactured the batteries that are being recalled, the representative said.
This looks like the largest battery recall in the history of the electronics industry, said Roger Kay, an analyst with Endpoint Technologies Associates. "The scale of it is phenomenal."
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Sony delays response, crisis lingers in public eye…
•Aug 15, 06: Dell recalls 4.1m batteries
•Aug 24, 06: Apple recalls 1.8m batteries
•Sept 15, 06: Virgin Atlantic, Qantas and Korean Air
ban use of Dell and Apple laptops on board its planes,
unless the battery removed
•Sept 28, 06:Lenovo/IBM: 526,000 batteries
•Sept 29, 06:Dell increases recall to 4.2m
•Sept 29, 06:Toshiba recalls 830,000 batteries
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ThinkPad explodes in LAX airport, posting on Gizmodo.com, Sept 16
“So we're waiting for a flight in the United lounge at LAX, this
guy comes running the wrong way, pushing other passengers
out of the way and quickly drops his laptop on the floor. The
thing immediately flares up like a giant firework for about 15
seconds, then catches fire….”
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Charred remains of IBM notebook on terminal floor
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Crisis escalates and spreads online
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Sony finally responds…
Sept 30, 2006: Sony finally announces global recall of 9.6 million PC batteries. The recall and replacement would cost as much as 50 billion yen (about US$423 million)….
…but profit plunges 94 percent for
July-Sept quarter
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Dell’s Response• Determines cause – battery supplier,
executes costly remedial action with safety in
mind.
• Liaises with authority: Works with U.S.
Consumer Product Safety Commission to
announce global recall of 4.1 million laptop
batteries.
• Used website: Sets up recall website for
customers to check affected units.
• Assures safety: Guarantees replacement
batteries are safe.
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'Alien' substance caused Dell notebook battery to ignite
By Julian Matthews, ZDNet Asia October 23, 2000.
KUALA LUMPUR – An 'alien' substance was mixed into the production process of the battery that caused a Dell customer's notebook to burst into flames and prompted a recall last week.
"As a result of analysis, we defined the cause of the short circuit that occurred in one cell was due to mixing of an alien substance at one production process," said Yoshiyuki Arikawa, a spokesperson of battery-supplier Soft Energy Company, a unit of Japanese consumer giant Sanyo Electric Co Ltd.
In the e-mail response to ZDNet Asia, Arikawa did not define what the 'alien' substance could be or how it entered the production process…
Arikawa added, "The defect rate should be very small since it’s a specific occasion and (went through) normal inspection process after. The defect is limited only to the 27,000-set lot to Dell."
Dell Computer recalled the 27,000 batteries with a promise to replace them free of charge….
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Sony execs’ bow not deep enough?
“We want to put this
behind us. I take this
problem seriously and
I want to finish the
replacement program
as quickly as possible
for the sake of our
users and corporate
customers,”Corporate Executive Officer
Yutaka Nakagawa, Oct 24,
2006
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Social Media Listening Command Center
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CIMB and Maxis: One-to-one customer complaint resolution
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Crisis communications reactions
POOR
Defensive – take it personally
Decline to comment
Deny or lie
Deflect – taichi, play blame game
Downplay
BETTERAccept – that it has
happened
Acknowledge – to those affected, media, public
Assure – show you care, calm fears
Apologize (if you have to) and be specific, express regret, suggest remedy
ACT – assess your allies, plan your action, act out your plan
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Opportunities in a crisis: What the media can do for you
• Help spread information to the public quickly– Tell your side of the story, show you care
– Repudiate and get ahead of the rumour mill
– Reassure or calm the public
– Reinforce alerts, warnings, cautions
• Disseminate appeals for– witnesses, feedback or volunteers
• Educate the public on the issue– Gain empathy for your cause
– Show you are good corporate citizen
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Best pro-active practices: Social media and crisis comms
1. Formulate a crisis communications plan that incorporates social media, update regularly
2. Role-play crisis scenarios with reactions from social media
3. Train staff on crisis communications with social media elements in simulation, use online tracking tools
4. Meet and cultivate the media, first responders through social media
5. Engage and connect with both on-the-ground communities and online community, use online tracking tools
Summary
• Social-media savvy activists, detractors, brand terrorists can easily organize against your brand
• Your messaging must be consistent – internally, externally, online and offline. But you can no longer control the conversations and reactions.
• Transparency, Integrity, Accountability: The virtues of corporate governance must be embraced – all across the board
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Module 5:
Strategy
Building the community
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Determine where you are today
Level 0: Near-zero use of social media
Level 1: Passive integration
Level 2: Limited integration, some
commitment
Level 3: Committed to strategy, integration,
training
Level 4: Full turnaround, seamless
integration
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3
Level 0
No social media strategy, planning, training
• Management sees social media as time-wasting,
unproductive and not aligned to business goals.
• All employees are banned from use of social media
during office hours.
• Employees steal time to view social media feeds via
smartphones or “illegal” access on office PCs.
• All communication still relying on traditional means.
• Rivals start implementing social media tactics and
start showing results.
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Level 1: 90 degrees
Passive integration • Management allowed access to social media but still
views social media with suspicion or as a passing fad. Does not see integration as important to business goals.
• Employees are allowed to implement social media tactics on their own, with little or no management support or direction.
• A marketing or communications exec may collaborate with an ad agency or outside consultant on a single project.
• An occasional deal struck whereby social media elements are introduced in an important event or activity – product launch, promo or contest.
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5
Level 2: 180 degrees
Limited commitment, some integration•Management curious about benefits and integration process, but still without a defined strategy, budget, timetable and training process
•Employees experiment with social media, some training available, social media policy adopted
•A social media lead may be appointed at junior level in some departments
•Communication and marketing teams see clear benefits and integrates social media in planning but still working in silos
•Social media integration starting to be planned in advance rather than as an afterthought
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Level 3: 270 degrees
Commitment to social mediastrategy, integration and training
• Social media integration under implementation.• Appointment of social business-savvy director at board
level. Management team have budgetary and managerial power for social media integration, and a social media lead for the integration process.
• Full commitment to ongoing training required for social media integration in production, management, communication, marketing, sales, human resources and innovation.
• Social media strategy rolled out through cross-functional, multi-department teams.
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Level 4: 360 degrees
Full turnaround, seamless integration• Employees and management not learning about
social media, they are living it. No distinction among new or old staff in social media-savviness.
• Company transformed into a “social business engine.”
• Processes in place where social media is a primary source of revenue-generation.
• Management decisions flow from a social media perspective, all business processes are fully integrated with social media platforms and channels.
• All internal and external communication is rich with community elements; constant feedback loop; transparent and accountable processes in place.
Engagement: Richness and reach
REACH
RICHNESS
Strong potential to explode
- Devoted social team, tight
community
- Seeding conversations,
adding value
- Risk-averse, conservative
and not open to new ideas
Social media giveaways
- Running contests,
campaigns that may not
reflect your brand values
- Easily forgotten
- If badly executed can do
damage to your reputation
- Flashy, bells and whistles
but no real tangible ROI
Social media complacency
- No resources devoted to
actually connect with
audience
- Ignore online complaints
and feedback
- Poor response times
Real connection with real
people
- Followers are brand
ambassadors
- Your community will defend
you in times of crisis
- Listen, connect, add value
and measure engagement
- Take engagement seriously
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Definitions in metrics
• Hits
• Pageviews/ Impressions
• Unique visitors
• Timespent
• Bounce rate
• PPC, CPC, CPM
• CPA
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Google AdWords
• AdWords is Google's flagship advertising
product, and main source of revenue.
• AdWords offers pay-per-click (PPC)
advertising, and site-targeted advertising
for both text and banner ads.
• Google's text ads are short, consisting of
one title line and two content text lines.
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Google AdSense
• Website publishers can earn a portion of
the ad revenue for placing Google-
administered text and image ads on their
sites or blogs.
• The ads generate revenue on a per-click
basis.
• Google utilizes its search technology to
serve ads based on website content, the
user's geographical location, and other
factors.
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Search Engine Optimization
• The process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search.
Organic
PaidPaid
X
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Google Analytics• Tracks and generates detailed statistics about visitors to a site.
• Used to optimize AdWords campaigns by analysis of where
the visitors came from, how long they stayed, their
geographical position and where exactly visitors click on the
site.
Facebook Insights
• Helps you analyze what’s happening on
your Facebook Page so you can monitor
key metrics, get insights about your Page’s
visitors, and increase connections and
interactions.
• Understand the performance of your Page
• Learn which content resonate with your
audience: clicks, likes, comments, shares
• Optimize how you publish to your audience
so that people will share your content14
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Monitor key metrics
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Social media: strategic planning
1.Objectives = the broad goals and the
measurable steps to achieve them
2.Identify key target audiences, platforms
3.Tactics = the activities, apps, tools,
channels you will use, including offline
activities
4.Resources: internal, external
5.Budget
6.Metrics, KPIs, success criteria
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1a. Objectives: Examples
• Improve internal
communication
• Improve external
communication with
media, vendors,
suppliers, partners
• Connect and engage
with present customers
where they are
• Increase customers,
generate leads, drive
sales
• Reach and educate
new customers
• Build awareness of
products and services
• Humanize brand,
service, management
team
• Establish thought
leadership, become
subject matter expert,
go-to industry
spokesperson
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1b. Objectives: Specifics
Example: Improve external
communications with the media
– Challenges: Media lacks information
about our products and services, technical
expertise to cover event
– Execution: Set up a closed group to reach
specific reporters to connect informally,
educate and inform them about new
products and services that may result in
stories in media
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2. Identify key audiences, platforms
• Objective: Connect and engage with
present customers where they are.
– Challenge: Unaware of which social networks
customers are using and what they are saying
– Execution:
• Run a survey of present customer base
• Listen and monitor conversations
• Follow product ‘keywords’
• Determine content shared in which platforms
• Identify critics, rivals
• Identify gaps in which you can add value
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Spectators/Watchers
Sharers
Commenters
Producers
Curators
Engagement pyramid
Source: Open Leadership, Charlene Li
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Advocacy: Help the fanbase
Fanboy/girls: People who
help promote your brand or
product or service online
because they like it.
“Help them help you.”
Ideas: Blogger/Facebook fan outreach
programme. Provide content they can use,
link, share, mashup, send to others.Eg:
videos, widgets, free fun apps, games, prizes
for their readers.
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3. Tactics and methods
• Choose platform: Blogging, Facebook,
Twitter, Pinterest, Instagran, YouTube
• Apps or tools: Free or custom-built
• What activities?
– Contests, conferences, events, concerts
themed monthly features, video uploads,
community activities
• Offline activities:
– Outreach programmes, tweetups,
exclusive giveaways for loyal customers,
community gatherings
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3. Tactics: ExamplesPlatform Description Objectives
Internal blogMultiple individual/group
blogs
Gauge social media talent:
For employees and interns
only
Internal forums Technology discussionsBetter communication, support
for customers
LinkedIn Business networking
Engagement: Make
employees, partners, suppliers
upload profiles, start a group
Facebook Group Collaborative publishing
Improve knowledge database
– open to employees,
partners, customers, students
Facebook PageShowcasing new products,
services, launches, eventsEngagement with advocates
Twitter Microblogging, openEngagement, brand
awareness, media relations
YouTube CEO’s speeches, talksPromote CEO thought
leadership, start conversations
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4. Resources: Internal, external
•What can the company handle?
•What resources can we dedicate
in terms of people, tech, etc?
•Accept that staff, customers may
be critical or negative.
• If the company’s culture is top-
down, command-and-control,
you need to break mold by
seeking third-party expert help.
•Third-party may not have share
authentic voice of company
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Internal resources: The rollout
• Fail fast: People will appreciate transparency. Don’t fear
failures - first time you screw up, try again.
• Lobby: Personal motivations matter: eg: if there’s someone
wanting a promotion approach them individually. Get them
on board and to champion project early so they can claim
benefit later on. It’s all lobbying skills.
• Champion: Champions come from all depts. Age is not an
issue. Just because someone is young doesn’t mean he/her
is innately ‘digital.’• Skeptics: Get some pessimists and skeptics
on board. Give them the tools, learn from
their criticisms.
26
Scenario 2: SWAT team: Get a small
team sneakily doing something and rack up
some small wins. (This method can backfire
though. Eg: A page that attracts attacks.)
4. Resources: scenariosScenario 1: Corporate-wide awareness
training: Drum up support for social media, identify
talent, bring in trainers, speakers.
Scenario 3: Start small with a few
external committed bloggers, social
networkers and tweeters and roll out
wider if necessary.
NOTE: Document successes and failures
and lessons from above.
14
27
5. Budget
• Agency costs
• Custom-built apps
• Web design
• Additional internal staff
• External freelancers: bloggers, writers,
photographers, videographers, designers
• Prizes and giveaways
• Sponsorship for events
28
6. Metrics, KPIs, success criteria
• You cannot improve what you don’t
measure
• Quantitative and qualitive metrics
• Set up monitoring tools to measure
downloads, views, followers, likes,
engagement, sentiment
• Don’t be afraid to set high numbers,
ambitious goals to grow community
• Constantly challenge the team
15
Measure sentiment
• Presence: Followers, fans, mentions, likes, reactions,
reach, inbound links, blog subscribers
• Engagement: Retweets, social shares, comments,
referral traffic
• Influence: Share of voice, net promoter (vs
detractor), sentiment, number of influencers, post
reach, potential reach, video views
• Action and ROI: Conversions, click-thru-rate, sales
revs, issues resolved, costs per lead, lead conversion
rate, customer lifetime value
Source: https://blog.hootsuite.com/social-
media-kpis-key-performance-indicators/
30
On management buy-in
ROI: There is no silver bullet to building a
business case• The 1st question is often ‘How can this make money?’ but it
should be ‘How can we help our customers?’
• Evaluate the cost to achieve the same by traditional means
ie: print advertising, marketing, support and IT dept costs.
• Justification: “If we don’t, our competitors will take market
share.”
• Financial Dept: Give them the numbers.
• HR: Talk about staff retention.
• IT: Talk about leverage to buy new toys.
• Legal: Aim of legal dept is to reduce risk to zero. Businesses
work by taking and managing risks.
• Executive buy-in will expedite the financial, legal, HR teams
getting on board.
16
31
Social media policy: example
•Use common sense (don’t piss off
your boss)
•Do not post entries that are
personal attacks or culturally
sensitive or religiously offensive
•Do not discuss unreleased
products and features
•Post a standard company
disclaimer on your blog, profile
page and disclose affiliation to
company or specific projects
•If you post all or parts of an
internal email, conceal the names
of the sender and recipients
• When expressing an opinion,
emphasize that you speak only for
yourself, beginning a sentence
with "IMHO"
• If you doubt the appropriateness
of a post, ask a peer what they
think and then read it again the
next day as if it were headline in a
newspaper.
• Do not post too much noise (ie:
inane accounts of your boredom
with life)
• Respect the platform, be an adult
• Keep it friendly, and have fun
• Be wary of copyright issuesEG: http://channel9.msdn.com/About/
http://womma.org/blogger/read
http://www.intel.com/sites/sitewide/en_US/social-media.htm
32
Dealing with the trolls
Source: Forrester Research
17
33
Signs of success… on Google
When company or brand is Googled: Leads me to company website, Facebook page, Twitter
account, official blog, other owned media or staff’s social
media pages
Leads to news stories, active discussions and commentary
on social media sites on issues related to company
Does not lead to something controversial or negative,
(unless a lesson to be learnt)
When staff are individually Googled: Doesn’t come up blank
Leads me to their online blog, webpage or social media
profiles
Your profile is connected to your company
34
Signs of success on blogs
They have interesting things to say about your CEO, your
company, products, services and your industry
They share and link regularly to interesting ideas, stories and
posts from your official accounts
They provide glimpses into how you are humanizing your
brand for them
They do not bad-mouth your company or staff (caveat: unless
there is a lesson worth learning)
They seem genuine and honest in their opinions of your front-
facing staff, company, brand, products, services
Adapted from Boris Epstein, CEO and Founder
of BINC
18
35
Signs that your social media
strategy is working on Twitter
You often find positive tweets about your
company, many re-tweets of your posts
Your replies are viewed positively and seem
genuine and authentic
Your official account is growing steadily and as
a diverse set of followers
You keep a healthy balance between personal
and professional tweets
You engage in discussions related to your
business and seem to be an authority in your
field
36
Signs your community is
working on Facebook
Community is responding well to your regular
updates with increased Likes, Shares, Comments
Fans sign up on your Events fast
Fans leave comments and show genuine interest
in wanting to engage with brand and admins
Fans are enthused and constantly finding new
content to keep conversations fresh.
Fans find updates relevant to their profession and
industry
19
37
Signs of success on LinkedIn
Users in your group have complete profiles
They make genuine recommendations
about peers, managers and colleagues
They voluntarily answer questions
They are linking to their employer, blog and
other projects of interest.
They are participating and getting involved
discussion in the community.
2017 and beyond1. It’s early days yet… go for it.
2. Be a sponge: Learn as much as you can, all day, everyday, from anyone.
3. Begin with the end in mind: Plan how you will integrate your new skills with workflow immediately. Have incentives and rewards in place.
4. There are no shortcuts: Building online communities around social content takes time; your entire team AND your community needs to be behind you.
5. Expect to fail: It is still a period of experimentation so try, fail, try, fail, try, fail, try again.
6. You will get better at it.
7. People will care, if you care.
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39
Air Force Public Affairs Agency - Emerging Technology Division
Air Force Web Posting Response Assessment V.2
FINAL EVALUATIONWrite response for current
circumstances only.Will you respond?
MONITOR ONLYAvoid responding to
specific posts, monitor the site for relevant
information and comments. Notify HQ.
FIX THE FACTSDo you wish to respond with factual information
directly on the comment board?
(See Response Considerations)
RESTORATIONDo you wish to rectify the situation and act upon a reasonable
solution?(See Response
Considerations)
“TROLLS”Is this a site dedicated to
bashing and degrading others?
“RAGER”Is the posting a rant, rage, joke
or satirical in nature?
“MISGUIDED”Are there erroneous facts
in the posting?
“UNHAPPY CUSTOMER” Is the posting a result of a
negative experience?
NO YES
YES
YES
NO
NO
NO
TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE
Disclose your Air Force
connection.
Cite your sources by including
hyperlinks, video, images or other
references.
Take time to create good responses. Don’t rush.
Respond in a tone that reflects
highly on the rich heritage of the
Air Force.
Focus on the most used sites related to the
Air Force.
RESPONSE CONSIDERATIONS
SHARE SUCCESSDo you wish to proactively share
your story and your mission? (See Response Considerations)
YES
YES
YES
Has someone discovered a post about the organization?
Is it positive or balanced?
Web Posting
NO
Let StandLet the post stand -- no response.
CONCURRENCEA factual and well cited response, which may agree or disagree with
the post, yet is not factually erroneous, a rant or rage, bashing
or negative in nature.
You can concur with the post, let stand or provide a positive review.
Do you want to respond?
Contact Information
Phone: 703-696-1158E-mail: [email protected]
NO
DISCOVERY
Evaluate
Respond
YES YES
YES
SOCIAL MEDIA CRISIS: LEVELS AND RESPONSES
LEVEL CRISIS CHARACTERISTICS RESPONSES
• Management have been detained, resigned or left
country.
• Intense scrutiny of media has caused complete
business disruption.
5
BLACKOUT
• Crisis has reached a point where any engagement
with the media will worsen situation.
• No recommended response until new
leadership is appointed.
• Media have immediate and urgent need for
information about the crisis, fatalities, injured,
missing.
• CEO/spokesperson may need to hold
press conference and provide statement
of empathy/caring for fatalities, injured,
missing or inconvenienced and their kin.
Acknowledge failures, be transparent
with action plan.
• One or more groups or individuals express anger or
outrage through rally, boycott or protest.
Community and stakeholders voice concerns.
4As: 1. Assure: calm fears, show you care,
2. Accept & Acknowledge 3. Apologize:
(But only if you have to) and be specific
4. Act – fix it.
• Broadcast, print media appear on-site for live
coverage.
• On-site spokesperson provided with
messaging. Record and edit interview for
social media channels.
4
HIGHLY
INTENSE
• Social media rife with theories and rumours. • Respond in kind for specific social media
channels. Correct inaccuracies. Be
consistent in messaging on all media.
• Crisis causes growing attention from local media.
Online media sites post reports.
• Respond with online press statement
and timely updates on social media
channels. Speak to editors to bargain for
time, if required.
• Media contacts non-staff for information about the
crisis.
• Get ahead of rumour mill with accurate
messaging. Monitor social media
channels and respond appropriately.
• Stakeholders, service providers and community
partners need updates.
• Provide consistent external and internal
messaging.
3
INTENSE
• Affected and potentially affected parties are likely to
talk to the media.
• Provide affected parties with satisfactory
resolution.
• Situation/crisis may/may not have occurred; it is
attracting slow, but steady online media coverage.
• Monitor closely, prepare holding
statement. Dispel rumours, if any.
• External stakeholders receive media inquiries. • Provide facts and consistent messaging.
2
MODERATE • The public at large is aware of the situation/event
and it is attracting a little attention online.
• Calm fears, neutralize anxiety with
appropriate online responses.
• Situation/crisis attracts little or no attention.
Commenter/blogger has few followers.
• Can ignore but provide guidelines
reminder to commenter/blogger, if
required.
• No media enquiries are received. • No response required.
1
NEUTRAL
• Public is virtually unaware of situation/crisis. • Monitor for eruptions.
• Positive comments and feedback. • Say thank you, show gratitude publicly. 0
ALL GOOD • Community is self-policing, respectful. • Doesn’t require stringent monitoring.
1
Social Media Strategy – template This guide covers all the elements necessary for pulling together your strategy such as: setting objectives, agreeing on principles, developing messages and branding, prioritising audiences, choosing channels and platforms, planning activities, estimating time, estimating budget and evaluating success.
1. Objectives of Social Media Campaign A very a short summary/statement of the programme/campaign You do not need to restate the full objectives of the programme itself. It is important to remember that we are already aware of these. This should be the publicity 'pitch' for the programme – concise, clear, engaging and user friendly.
2. Communications objectives, principles and key messages A clear detailed statement of the objectives in communicating the principles underpinning this strategy and your key messages. These should be aligned with the objectives of the programme/campaign.
2
3. Key Audiences Who are you communicating with – a detailed description of your key audience and target user groups. What are your priorities? Include what they already may know about you. What do you think they should know? And do break down the users into sub-categories and add engagement already made, if any on current social networks.
3
4. Target audience ranked by importance
Preferred/appropriate channel of communication
How are you going to communicate, what is the most appropriate channel – blogging, social networks, microblogging, photo-sharing, video-sharing, mobile networks, gaming platforms. Consider offline ways you may want to engage as well: a newsletter, a large conference, networking lunch, workshop, an evening outreach reception, promotional literature, regional seminars? You will probably have several channels that are appropriate
4
5. Achieving your objectives – working project plan Full details of all the relevant communications activities developed into a working project plan with deadlines and responsibilities. Remember to include key milestones and review dates, think carefully about cost, include staff and consultants, also how will you evaluate success? Below are some suggested groupings, the table is led by activity but you may well want to have one for each year of activity. Social Media Communications plans are living documents and will need regular reviewing and updating.
Activity Budget /resources
Deadline/timeframe Success criteria
Identity/Branding
Subtotal
Internal communication
Subtotal
Media relations
Subtotal
Marketing
Subtotal
Publicity materials
5
Subtotal
Events
Subtotal
Website design
Subtotal
Total
6. Evaluating Success How will you know if you have succeeded and met your objectives? How are you going to evaluate your success, what performance indicators and evaluating measures will you use. Break it up into quantitative (eg: Page views, Number of comments, Downloads, Followers, Fans, Embeds, Mentions, Trackbacks, Number of RT, savings in support costs) or qualitative: (Were comments, positive/negative/neutral? Did we learn something about our customers that we didn’t know before? Did our customers learn something about us? Were we able to engage our customers in new conversations?)
Day/Week/Month Platform 1 Platform 2 Platform 3 Platform 4
Pageviews
Unique Visitors
Average timespent
No. of Downloads
No. of Embeds
No. of Comments
No. of Followers
No. of Following
No. of Fans
No. of Likes