Social media strategy in crisis

1. Strategic Social Media
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2. An Essential Understanding.
The net wasn’t invented by business people and
doesn’t exist to help companies make money.
It is entirely possible it could be used that way
but it doesn’t owe you anything.
The question to ask is, “how are people (the
people I need to reach, interact with and tell
stories to) going to use this new power and how
can I help them achieve their goals?
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3. There’s a Lot Going On
– and Tomorrow There’ll Be More.
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4. Social Media Fragmentation
This can mean different
things, examples:
a)Individual Product
Managers executing
unilaterally
b)Passionate Consumers
c)Brand activists and
antagonists
d)Competitive Sabotage
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5. Social Media Centralisation
Instead of allowing
networks to evolve
without direction, it pays
to actively manage your
network.
We can now knit
networks together to
create productive
individuals and smart
communities.
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6. So, if Social Media is Strategic…
How do we develop strategy?
• We use data.
• We analyse and interpret our audience.
• We know and consider all available options.
• We incorporate with Business strategy.
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7. Social Media is strategic
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8. Social Media is strategic
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9. Social Media is strategic
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10. Social Media is strategic
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11. Social Media Needs Farming not Hunting
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12. Farmers Hunters
Social Media Off Line – Mass Media
Individuals Collective
Users are Active Passive
Users are Brave Shy
Users Watch and Speak Out Watch and Sleep
An Interactive Medium Essentially One Way
Anonymity N / A (as not engaging)
Driver’s Seat Passenger Seat
Solitary Collective
Easily access and influence their contacts Accessing and influencing takes more effort
Listening and Speaking Speaking and shouting
Repetition not always best
www.theonlinecircle.com Repetition works
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13. Farmers Hunters
Social Media Off Line – Mass Media
Building Relationships and Brand Building awareness and driving people to a
buying decision
Pull and Push (Philosophical) Push (Philosophical)
Serving the consumer Serving the brand
Tactical approach Tactical approach
Creative for web Creative adapted for web
Based on engagement and experience Based on visual and art
Content Creation (volume and dynamic) Short Content
Content nimble, quick, conversational and Content largely locked in and static
responsive
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14. Where online users look for their news.
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15. Crisis happens to other brands too!
http://www.facebook.com/GrilldBurgers
http://www.nandos.com.au/article.php?newsid=94&newspage=0
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16. Crisis response
Addressing Crisis Online
1 – Reduce the number of channels that a response must
pass through
2 – Reduce the amount of friction in each channel
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17. Crisis response
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18. Social Media is strategic – even in Crisis
One strategy rather than 100 tactics
Uninformed Trolls Fraudsters Spectators
(affected by
bystander effect)
Inform and convert Neutralise attention Empower, break
and discourage Identify and bystander and give
taking him out of Neutralise using fear them social
the centre of validation to be
attention active
"Even if this is true......"
"Although this is on-topic....."
"I disagree...."
"Yes, but....."
"Can you provide a source for this...."
NOT FOLLOW UPS
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19. Next Steps – Using Social Media in Different
departments
Manager’s Role – Typical Groundswell Appropriate Some Metrics
Department Objective Applications
Marketing Talking and • Blogs • Awareness
Communicating: • Community • Sales increase
Converse with Websites (Facebook, • Share of voice
customers. etc) • Share of attention
Promote products, • Videos on user- • Share of heart
services generated websites
(Fundraising) and • More
Brand
R&D Listening: Gaining • Brand monitoring • Insights
insights from • Product • Usable product
customers and using monitoring ideas
input in the • Communities • Increased speed of
innovation process research development
and Business • Innovation
Intelligence Communities
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20. Next Steps – Using Social Media in Different
departments
Manager’s Role – Typical Groundswell Appropriate Some Metrics
Department Objective Applications
Customer Support Enabling customers • Wikis • Numbers of
to help one another • Support Forums members
solve problems • Support Videos participating
• Volume of
questions answered
online
• Decreased volume
of support calls
Sales Energising: • Social Networking • Sales
Identifying powerful sites • Share of
and enthusiastic • Brand Ambassador penetration
consumers and programs • Share of Mind
using them to • Communities
influence others • Widgets
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21. Strategic Social Media
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