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Take Hold of Your Online Reputation Before it Takes Hold of You
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Doug Lacombe, MBA President, Communicatto Inc.
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Take Hold of Your Online Reputation Before it Takes Hold of You
1.
Take Hold of
Your Online Reputation Before it Takes Hold of You Doug Lacombe, MBA President, Communicatto Inc.
2.
© 2012 communicatto,
a social media agency Media’s evolving, is your media mix?
3.
© 2012 communicatto,
a social media agency The new media mix
4.
© 2012 communicatto,
a social media agency Hub and spoke publishing, own your platform
5.
© 2012 communicatto,
a social media agency Are you visible to search?
6.
© 2012 communicatto,
a social media agency
7.
© 2012 communicatto,
a social media agency
8.
© 2012 communicatto,
a social media agency
9.
© 2012 communicatto,
a social media agency
10.
© 2012 communicatto,
a social media agency education observation broadcast participation relationships collaboration social media experience 1-way → 2-way take value → add value Social media adoption curve
11.
© 2012 communicatto,
a social media agency Taking flight
12.
© 2012 communicatto,
a social media agency • Pre-flight • Flight crew • Flight plan • Watching your instruments • Maintain contact with air traffic control • Land • Debrief • Refuel • Do it again Planning your flight
13.
© 2012 communicatto,
a social media agency • Brand – protect it NOW • Understand – educate executives, develop skills, comfort • Monitoring – can’t fly without radar • Policy – who can tweet what, where and why Pre-flight checklist - BUMP
14.
© 2012 communicatto,
a social media agency • People • Access • Secrets • Tone • Real job • Identity • Consequences • Existing policy Flight rules
15.
© 2012 communicatto,
a social media agency • Situation • Objectives • Audience • Personas • Strategy • Tactics • Actions • Controls • Crisis • Resources Flight plan
16.
© 2012 communicatto,
a social media agency SmartInsights.com
17.
© 2012 communicatto,
a social media agency • Distinguish between severity levels – Issues – Incidents – Crises Crisis
18.
© 2012 communicatto,
a social media agency Severity matters
19.
© 2012 communicatto,
a social media agency 1. No silence, no delay 2. You have something to say even when you don’t – Holding statements 3. Make your website the authoritative source, but respond on the channels where people are talking about your crisis 4. Spend time responding to those who “deserve” it 5. Be seen to be responsive 6. You set the pace (updates every 10 mins or as appropriate) 7. Refer and link to other channels (i.e. news releases) – best if embedded into your website, but use wire, YouTube if you can’t 8. Provide a call to action if/when appropriate 9. Share info from other authoritative sources if/when appropriate (police, EMS, regulator, government) 10. Tell them when it’s over – over and over Ten social media pro tips during a crisis
20.
© 2012 communicatto,
a social media agency • Reader-centric, not usual corporate blather • Reader asks WIIFM? • Avoid barriers to communication like industry jargon, long boring treatises/lectures • Write like a journalist, inverted pyramid • Human interest angles always best Content is king, still
21.
© 2012 communicatto,
a social media agency • Lists • Hashtags • Monitor conversation threads • Blog search • Social media dashboards (Sprout Social, HootSuite) • Monitoring tools (CNW Social) • Influencer discovery software: – GroupHigh – Webfluenz – Traackr – InNetwork (h/t to Danny Brown) • Your own (social) CRM Finding and tracking influencers
22.
© 2012 communicatto,
a social media agency • Internal: – Awareness, skills, knowledge, comfort – Executive support/sponsorship – Resources – Content production/corporate “newsroom” – Review and proofing cycles, legal, Investor Relations – Proving ROI • External – Anyone caring – Snark, cynicism and attacks Challenges
23.
© 2012 communicatto,
a social media agency Takeoff!
24.
© 2012 communicatto,
a social media agency • Prepare with BUMP pre-flight checklist • Plan with SOAP STACCR strategy framework • Resource the activity • Experiment with content • Measure KPIs • Fail fast but with controls • Hunt for your peeps • Be human, don’t be boring • Prepare and drill for crisis • Constantly re-evaluate Summary
25.
Questions? Doug Lacombe, President @dblacombe
doug@communicatto.com