redefining reputation, online
DESCRIPTION
Social Media is significantly changing how organisations manage their reputation online. In this presentation Sophie Brendel outlines how influence, credibility and reputation management have been redefined over the last few years; discusses the BBC's digital engagement strategy; and shows how the BBC is adapting to meet the new opportunities and challenges social media brings. Presentation delivered at European Communications Summit, July 01, Brussels. http://communication-summit.eu/ Presentation video: http://bit.ly/m93q9TTRANSCRIPT
SOPHIE BRENDEL
HEAD OF DIGITAL ENGAGEMENT, BBC
@sophiebr
REDEFINING INFLUENCE & REPUTATION, ONLINE
EVERYONE IS TALKING ABOUT SOCIAL MEDIA
THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS, SHARE & DISCUSS
INFORMATION HAS CHANGED DRAMATICALLY.
SO LET’S START WITH THE CONTEXT
THE NATURE OF COMMUNICATION IS CHANGING
AS ARE ONLINE COMMUNITIES & INFLUENCERS
The BBC has always been social…
SO WHAT DOES THIS MEAN FOR THE BBC?
But what does this mean for the BBC?
THE BBC IS ACTIVE ACROSS SOCIAL MEDIA
OPPORTUNITIES TO ENGAGE
• Build stronger relationships
• Tell better stories
• Drive reach
• Increase openness
4 KEY STAGES TO DIGITAL COMMUNICATION
LISTEN & MONITOR ON A DAILY BASIS
DEVELOP RELATIONSHIPS WITH ONLINE INFLUENCERS
BUILD MULTIMEDIA & SOCIAL MEDIA IN CAMPAIGNS
BUT SOCIAL MEDIA ALSO PRESENTS CHALLENGES
ttt
WHAT SHOULD BRANDS DO WHEN ISSUES ARISE?
PLAN, COORDINATE & CENTRALISE ONLINE COMMUNICATIONS
ACKNOWLEDGE ISSUES & CORRECT MISINFORMATION SWIFTY & OPENLY
ENGAGE INFLUENCERS WITH UPDATES & TURN ISSUES INTO OPPORTUNITIES
SO, TO RECAP THE KEY POINTS
SOPHIE BRENDEL
HEAD OF DIGITAL ENGAGEMENT, BBC
@sophiebr
INFLUENCE & REPUTATION, ONLINE