Build it before you need it -Social@Scale: Crisis Management
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Social Media firestorms are inevitable. Here are 5 strategies for how you can build a community of advocates (using new and traditional media approaches) so you won't be caught off guard. Presentation to #RaganPRSummit by VP/Marketing, Jeremy Epstein.
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Build it before you need it -Social@Scale: Crisis Management
- 1. CREATE AND SUSTAIN SOLID RELATIONSHIPS (WITH NEW AND TRADITIONAL MEDIA) @jer979 | @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012
- 2. MEET MICHELE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 2
- 3. AND MICHELE WORKS FOR DELTA @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 3
- 4. BRAND DISASTERS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 4
- 5. BRAND DISASTERS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 5
- 6. B2B ISN’T IMMUNE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 6
- 7. THE RELATIONSHIP BUILDING CHALLENGE @jer979 @sprinklr #RaganPRsummit Social Media Community Attention Firestorms Economy CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 7
- 8. IT’S AN ATTENTION ECONOMY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 8
- 9. EVERY 7 SECONDS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 9
- 10. BUILD IT BEFORE YOU NEED IT @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 10
- 11. TRUST @jer979 @sprinklr #RaganPRsummit High quality products or services 69 Company I can trust 65 Transparent and honest… 65 Treats employees well 63 Communicates frequently 55 Prices fairly 55 Good corporate citizen 51 Innovator 46 Financial returns 39 Widely admired leadership 39 0 20 40 60 80 Source: Edelman Trust Barometer, 2011 CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 11
- 12. YOUR ADVOCATES CAN HELP… IF YOU’VE EARNED IT @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 12
- 13. SO, HERE’S HOW WE ARE GOING TO DO IT @jer979 @sprinklr #RaganPRsummit IN 10 MINUTES PER DAY CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 13
- 14. WHAT’S THE MOVEMENT YOU WANT TO START? @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 14
- 15. AUTONOMY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 15
- 16. MASTERY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 16
- 17. PURPOSE @jer979 @sprinklr #RaganPRsummit “We make this product SO THAT…” CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 17
- 18. AND HERE’S HOW TO START IT… @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 18
- 19. BE THE CONNECTOR @jer979 @sprinklr #RaganPRsummit Metcalfe’s Law: The Power of the Tool CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 19
- 20. BE THE CONNECTOR @jer979 @sprinklr #RaganPRsummit Reed’s Law: The Power of You CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 20
- 21. REED’S LAW: CONNECT PEOPLE AROUND THAT MOVEMENT @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 21
- 22. OVERWHELMED BY CHOICE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 22
- 23. BE THE FILTER @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 23
- 24. STORIES, NOT BULLET POINTS @jer979 @sprinklr #RaganPRsummit Pakistan Flood Aid 18 16 14 12 10 Funds Needed 8 Funds Raised 6 4 2 0 CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 24
- 25. THE SUCCESS CRITERIA @jer979 @sprinklr S Simple #RaganPRsummit U Unexpected C Concrete C Credible E Emotional S Story S CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 25
- 26. STORIES, NOT BULLET POINTS @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 26
- 27. FIND THE INHERENT DRAMA @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 27
- 28. IN A NEWSLETTER…. @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 28
- 29. AN OUT-OF-OFFICE MESSAGE @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 29
- 30. EVEN A BUSINESS CARD… @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 30
- 31. DON’T TELL ME YOU CAN’T… @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 31
- 32. PARTICIPATE IN A RELEVANT WAY @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 32
- 33. @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 33
- 34. ONE OFFS THAT ARE WOM-WORTHY @jer979 @sprinklr #RaganPRsummit Write 1 LinkedIn Testimonial Per Week CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 34
- 35. ACTIVITIES AT WORK @jer979 @sprinklr #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 35
- 36. LET ME SHOW YOU HOW WE DO IT CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 36
- 37. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr #RaganPRsummit Relevant Connections Connections Relevant Day Audience Participation Actual Goal Participation Goal Monday Clients 3 5 5 10 Tuesday Prospects 4 5 6 10 Analysts/ Wednesday 2 5 7 10 Influencers Thursday Clients 4 5 4 10 Press/ Friday 2 5 8 10 Bloggers CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 37
- 38. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr Identify People by Location/Interest #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 38
- 39. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr Profile People Based On Interaction #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 39
- 40. LET ME SHOW YOU HOW WE DO IT @jer979 @sprinklr Look at Interaction History #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 40
- 41. METRICS @jer979 @sprinklr Response & Amplification #RaganPRsummit CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 41
- 42. YOU CAN DO IT! @jer979 @sprinklr #RaganPRsummit > 30,000 Notes CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 42
- 43. THANK YOU! Jeremy Epstein VP/Marketing & Mega-Evangelist E: jepstein@sprinklr.com M: +1-202-370-1431 CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012 43
Notes de l'éditeur
- And if you think this is only a B2C issue…think againAccording to Altimeter group, http://www.web-strategist.com/blog/2012/01/05/buyers-guide-a-strategy-for-managing-social-media-proliferation-altimeter-report/enterprise class corporations (those with over 1,000 employees) have an average of 178 social media accounts and this number will only grow if left unchecked.Many companies are still managing FB log-ins, etc. by excel spreadsheet, and emailOr, coming back to our Delta story, what if one speaker gets up and does a poor job?
- This is challenge #2…Make it more difficult to get attention even when it’s something that is inherently exciting
- So, what do we do?How do we prepare since the social world means that, as a PR professional, you’re going to eventually run into an issue.
- The things you do today build trust and are the future retardant on the believability/damage from negative news.
- In 10 minutes per day…
- http://sivers.s3.amazonaws.com/DancingGuy-ff.m4vhttp://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html
- Overwhelmed by choice1. Jam/jelly example2. Paradox of choice http://searchengineland.com/human-hardware-the-paradox-of-choice-14283If you can save people time, you can become their “front page” and trusted resource for information.
- Stories Trump ROI Fred Wilsonhttp://jer979.com/igniting-the-revolution/narratives/I can tell you that a picture/vision will light up my imagination in a way that numbers never will.
- http://jer979.com/igniting-the-revolution/book-review-made-to-stick/Would like to just listSimpleUnexpectedCredibleConcreteEmotionalStory
- Mercedes Benzhttp://t.co/N5JtjGQy
- http://jer979.com/igniting-the-revolution/leoburnett/
- http://powrightbetweentheeyes.typepad.com/pow_right_between_the_eye/2010/04/i-havent-truly-been-away-since-the-year-2000-when-i-was-also-known-as-trial-14-that-was-my-identifying-name-for-the-blackbe.html
- http://www.youtube.com/watch?v=zaHtA89RHUQ&feature=player_embedded
- Now, you want to build a lot of high quality relationships, of course.But you can only get to a lot, by doing a few well and then letting the word spread from there.Here’s my example…1 linkedin testimonial per week. It takes 8 minutesYou might say, “oh, I’m busy, I don’t have time.”are you busier than the former CEO of Campbell’s Soup? http://jer979.com/igniting-the-revolution/douglasconant/
- Basically, what I want here is a wrap-up of the Activites section…Be the ConnectorBe the Trusted Filter (Info Overload)Stories not bulletpoints…find the inherent drama Participate in a Relevant WayOne offs that are WOM-worthy
- Scale and OperationsIdentify people by location/interestProfile people based on interactionLook at interaction history
- Scale and OperationsIdentify people by location/interestProfile people based on interactionLook at interaction history
- Scale and OperationsIdentify people by location/interestProfile people based on interactionLook at interaction history
- Scale and OperationsIdentify people by location/interestProfile people based on interactionLook at interaction history
- Response and amplification
- Now, you want to build a lot of high quality relationships, of course.But you can only get to a lot, by doing a few well and then letting the word spread from there.Here’s my example…1 linkedin testimonial per week. It takes 8 minutesYou might say, “oh, I’m busy, I don’t have time.”are you busier than the former CEO of Campbell’s Soup? http://jer979.com/igniting-the-revolution/douglasconant/