1. Rules of Engagement for Social
Media
Presenter: Leo Concepcion

2. Objectives
• Explain why social media is important
• Define social media marketing
• Explain the 7 social myths of marketing
• Explain how social media marketing is
different
• Identify the characteristics of a successful
social media marketer

3. Why Social Media?

4. Interruption marketing
• Old/traditional media heavily relied on this
• purchase the right to interrupt people and demand
their attention
• ex. TV ads, magazine ads, billboards, pop-ups,
radio ads-content is focused on selling the product
• needs million dollars to spend to come up with a
noticeable ad to be noticed amidst a sea of
marketing
• expensive because it counts not just the retail
value of a product but also the value of ways that
the consumer has to go through to purchase the
product

5. “You can’t escape me! I got
your attention!”
typical adult is exposed to 600 - 625 ads per day

6. Interruption Marketing
• It is hard to compete anymore in a
cluttered interruption marketing space
• People consciously blind themselves and
block ads from interruption marketing
• In order for traditional advertising to create
an impact, millions of dollars are needed to
be spent

7. Permission marketing
• Relies on attention being earned from the
audience
• consumers consent to be marketed
• ex. Opting into email newsletter, account
following on Twitter, signing up to text
message alerts
• social media marketing where consumers
choose
• economical solution as budget is less
important than strategy with passion and
compelling personalities

8. “Subscribe for me please???”
‗Hmm…okay, I want to hear from you more!‘

9. Permission marketing
• Money is not enough to buy the way in
• attention is ―earned‖ from people who have a
choice whether or not to engage with the
marketing campaign
• People often choose brand engagement that
are authentic, transparent, caring, empathic,
respectful of consumer's time and opinions,
and have a human presence online
• If done well, ROI can be huge

10. Initial Entry Strategy: Passive
• Passive Strategy - Search, Listen and
Respond
– advisable for those new in social media
– Search out mentions of your business, its
competitors, category or industry
– Listen to what people are saying
– Reply with simple appreciation

11. Initial Entry Strategy: Passive

12. Initial Entry Strategy: Passive

13. Initial Entry Strategy: Active
• Active Strategy - The marketer creates
content and engages in conversations
through different social media channels

14. Initial Entry Strategy: Active

15. Initial Entry Strategy: Active

16. PARC Principles
• Participatory
– interact with the community, answer questions, thank those who
respond
– one can start fresh, but one can show interest or participate in
existing communities
– be ready to respond and be conversational (two-way
communication expectation)
• Authentic
– rapid spread of information makes it impossible for deception, so
lack of authenticity runs a risk of being outed
– more than telling the truth; conversing without forced attitudes or
false demeanor
– Social media interactions should be professional but also
personable

17. PARC Principles
• Resourceful
– provide the audience with helpful information
– powerful method to earn trust and gain attention through social
media
– being a resource positions a business as an expert as well as
showing that the company cares about the target audience's
needs
• Credible
– demonstrating thought leadership by showcasing original
thoughts and ideas related to the product or the industry in
general
– 2sides of credibility: building a reputation for knowledge and
expertise in the field; building a brand's trustworthiness by being
ready to share information and explain the rationale behind
decisions

18. Rules of Engagement
• Rule # 1: Use social media channels as
intended
– Be aware and look how the general
community is using each social media
channel, use common sense on the intended
use, then keep usage within standards

19. Rules of Engagement
• Rule # 2: Don't be a dirty spammer
– Don't send unwanted messages without their
permission. Give the audience the chance to
opt in or opt out

20. Rules of Engagement
• Rule # 3: Assume people don't care about
the product
– Not everyone who follows you or who accepts
you as a network is interested with your
product or services

21. Rules of Engagement
• Rule # 4: Have a personality
– People connect with other people on a deeper
level than they can connect with a brand.
Sharing some personality helps build common
ground and trust, but a professional line
should still be drawn but it will be good to talk
about harmless character traits

22. Rules of Engagement

23. Rules of Engagement
• Rule # 5: Provide context when seeking
connections
– Have a tactful way to add new connections that
may rarely or never be seen in person. Provide
reason or context when connecting with people to
lead higher acceptance rates
• Rule # 6: Be transparent
– Companies need to be upfront with their
information. Be prepared to address issues and
problems in an open and honest manner.

24. Rules of Engagement
• Rule # 7: Talk about the topic
– Do not jump into discussion threads or
conversations related to your business lines
with a marketing message
• Rule # 8: Social media profiles are not
billboards
– Do not overtly advertise on someone‘s profile
pages

25. Rules of Engagement
• Rule # 9: Be nice
– Be pleasant, nice and polite
– Look for opportunities to give back to other
people in the same social community
e.g. ―Please‖, ―Thank you‖, Re-post, Re-tweet,
Share

26. Social Media Marketing Ethics
- same with traditional media, but has its own challenges
and complications due to its highly-interactive and long
distance nature
• 1. Honesty - social media messages are exposed to
public view - high degree of scrutiny
• 2. Privacy - do not collect info without consent
• 3. Respect – treat people as equals
• 4. Responsibility - mistakes may happen. When
problem arises, remember the 3 A's: Acknowledge,
Apologize, Act
Making Ethical Decisions - it is best to err on the side of
caution and avoid a potentially unethical action

27. Global Perspective
• Social media is an international phenomenon -
communicating across national boundaries is an
essential skill
• Cultural Differences - different people have varying
standards of contact and familiarity with others met
through social media. Be friendly and not invasive
– How to avoid confusing your global audience
• expressions, proverbs, folksy sayings maybe unfamiliar
• translation might be odd or strange
• sarcasm or metaphor might be misinterpreted
• avoid jokes or reference to pop culture, puns, domestic sporting
events, etc.
• make messages polite, concise and direct

28. Global Perspective

29. Global Perspective

30. Global Perspective
• Google Translate- Translation services can help
gather what international audiences are saying
about different brands, but be careful as sometimes
the results can be rough or can lack important
context. Better translate to different languages then
translate back to English.
• Or better yet, get a reliable, professional,
competent translators!

31. Global Perspective
* Both Clairol and the Irish alcoholic drink Irish Mist
did not properly consider the German language
when they launched their products there. Clairol's
hair-curling iron "Mist Stick" and the drink "Irish
Mist" both flopped - why? 'Mist' translates in
German as "manure". Article Source:
http://EzineArticles.com/178119
* Coors had its slogan, "Turn it loose," translated into
Spanish, where it became "Suffer from diarrhea.‖
Article Source: http://EzineArticles.com/178119

32. Case Study: British Petroleum
Runs the Social Media Gauntlet
British Petroleum - third largest
energy company in the world;
operates in more than 80
countries in the world
- formally established in 1954
- Expanded to Alaska and struck
oil in the North Sea
- Its largest division is BP
America

33. Case Study: British Petroleum
Runs the Social Media Gauntlet
Challenge: – On April 20, 2010, an explosion
happened in Deepwater Horizon oil-
drilling platform in Gulf of Mexico which
caused crude oil leak
– killed 11 and injured 17; threatened
coastal Louisiana, Gulf Coast fisheries
and Gulf of Mexico ecosystems
– Finally stopped the leak on July 15,
2010 after releasing nearly 5 million
barrels of crude oil
– largest accidental marine oil spill in the
history of the petroleum industry

34. British Petroleum Runs the Social
Media Gauntlet
• Challenge/BP‘s reactions
– Early responses were less about public engagement
but more about spin control; tried to downplay
• "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." —Tony Hayward, May 14,
2010
• "I think the environmental impact of this disaster is likely to
have been very, very modest." —Tony Hayward, interview
with Sky News television, May 18, 2010
• By 27 May, Hayward changed his assessment, calling the
spill an "environmental catastrophe" in an interview with CNN
• "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." —Tony Hayward, May 31, 2010

35. British Petroleum Runs the Social
Media Gauntlet
• Challenge/BP‘s reaction
– social media campaign started about a month after the oil
spill was announced
– promotional placement on Google and Yahoo to control
search results for terms like "oil spill" and sent positive
articles about the clean-up
– Company spent US$50 million on a TV campaign to
promote BP‘s positive role
– CEO gave a public apology through YouTube - not
received well and drew several parodies

36. British Petroleum Runs the Social
Media Gauntlet
– @BPGlobalPR Twitter account (parody account) got
175,000 followers mocking BP's failure to resolve the
oil spill, but @BP_America Twitter account (official
account) was used as broadcasting channel than
community interaction; parody dominated the online
conversation
– anti-BP FaceBook groups sprang up

37. British Petroleum Runs the Social
Media Gauntlet
• Results:
– Huge PR disaster
– social media strategy came in late; they seemed to be not
considering having a social media strategy until crisis happened;
their efforts to bootstrap a social media presence was seen
inauthentic.
– initial strategy was to refuse direct responsibility of the leak; half-
hearted approach
– lowest ranked in customer loyalty
– They did top-down image management campaign, they could
have done more subtle social media campaign
– failed to take advantage of social networking to open the lines of
communication
– they should have created social media accounts earlier for
damage control, way before they are needed

38. Questions:
1. What benefits would BP have gained from starting a serious
social media campaign a year before instead of a month after
the oil spill? Be as specific as possible.
2. While the parody account was posting on Twitter, BP asked
for the account to be shut down. The social media site
refused, saying that parodies were allowed under its terms of
service. Is there a better way BP could have handled the
accounts making fun of them?
3. BP was criticized for underestimating the extent of the oil spill
at first: the company is said to have underestimated the
leak‘s size by as much as a fifth the real amount. Would BP
have been better off to report a higher number and perhaps
risk overestimating the extent of the leak? Why or why not?

39. Questions:
4. Go on YouTube and view Tony Hayward‘s
apology. Was this a well-constructed social media
message? Should YouTube have been used
differently, the same, or not at all in presenting
BP‘s case? Explain your argument.
5. Do some external research and look up the Exxon
Valdez oil spill. Compare and contrast Exxon‘s
and BP‘s responses to their respective crises.
How successful were they in comparison? How
much of the difference can be attributed to a
change in the times, different corporate cultures,
or media strategies? Cite your sources.

41. Exxon Valdez oil spill
The Exxon Valdez oil spill occurred in
Prince William Sound, Alaska, on March 24,
1989, when the Exxon Valdez, an oil tanker
bound for Long Beach, California, struck
Prince William Sound's Bligh Reef and
spilled 260,000 to 750,000 barrels (41,000 to
119,000 m3) of crude oil. It is considered to
be one of the most devastating human-
caused environmental disasters. The Valdez
spill was the largest ever in U.S. waters until
the 2010 Deepwater Horizon oil spill, in
terms of volume released

42. Exxon Valdez oil spill
• Two-week delay (in calm weather) before clean-up begins (now in rough
weather)
• CEO Lawrence G Rawl refuses to be interviewed; no time for such things
• Amid media clamor, Dir of Exxon Shipping Frank Iarossi flew to Valdez for
news conference
• Mayor of Valdez John Devens said town was "betrayed" by Exxon's
inadequate response to the spill
• After 6 days, Rawl made statement to media.
• Eventually went on TV; unfamiliar with latest Exxon cleanup plans; claimed
that, as CEO, it was not his responsibility to read such reports; blamed
media for making a big deal of the spill
• After 2+ weeks, Rawl finally visited site of oil spill
• Corporate claims contradicted by eyewitness accounts
• $1.8 million for full-page ad in 166 newspapers; apology but no acceptance
of responsibility
• Response publicity, such as Exxon news release "Exxon-Supported Otter
Center Highly Successful" (issued one day before Wall Street Journal article
about "otter slaughter

43. Thank you!