building reputation with social media

Building Reputation One relationship at a time

with social media Using community relations and embracing diversity

#pubcon

tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

Do & Did

Is he qualified?

He failed…why?

Total “Proof of Concept” Most business owners are LAZY. Prevention is unnecessary when there is no apparent problem. “Just take care of it.” … to the _________ (IT, agency, admin, etc.) I’m going to sue them!!! Have to use it ongoing. It’s not a “Spare Tire” or “Fix a Flat”

Shut’er Down

•  Listened to customers •  Feedback aggregated •  Change / Fix / Evolve •  Meet the financial projections •  New competition •  No capital calls •  Dissolution

•  ….go drink and weep your failure. Or was it?

You can’t be LAZY

•  Reputation can be measured, monitored and managed

•  Has to be coordinated with larger business goals + strategy

•  Social media engagement is critical to RM

So Now What?

•  Consider that SM use is increasing into more markets and age groups even if they are just “readers”

•  Teens (and below) •  Seniors •  Usage types

•  It’s not the only element to RM (FB posts won’t save you alone) •  Each market needs a conversation specific for it

My Tag Line

You can’t be “kinda” pregnant •  Eating Healthy •  Exercise •  Marriage…etc.

Need A Team

You need a team and specific roles •  Creating the processes •  Setting-up all accounts •  Content creation •  Curating Q&A and responses •  Budgets

Authenticity

•  Continuity (logo, messaging, links, contact info, etc.) •  Conversation in an authentic way; can been seen in shifts in writing

styles •  Consistency in communication •  Personal pronouns (I, me, mine, myself, she, her, hers, herself, we

us, ours, ourselves…)

Transparency

•  Determine guidelines of what “is and can be” transparent •  Privacy remains on many items in your company and that is OK •  Guidelines on what can be said, how it is said in a transparent

fashion •  Many will get exposed to feedback in many departments when you

are transparent •  Be prepared

Authority Decentralized

•  Information is no longer top-down but now from all directions •  Two-way conversations are good •  Person-to person(s)/group conversations are good and they are

“personal” and can radiate trust •  Customers can interact and be heard (listen to me!)

Speediness

•  Soooo important however, cannot compromise truth and quality •  These channels are faster than traditional means •  In crisis can be difficult for organizations to catch up •  Fast response in crisis can mitigate effects •  Speed allows for useful, relevant, novel content to be shared and

spread among networks resulting in amplification •  Traditional means can spread a centralized sentiment faster with

reposts / wire subscriptions (pro; con here, now you have to do more monitoring and response possibly)

Joint Efforts

•  Collaboration really defines Social Media. Builds relationships and not just for exchanging information.

•  Can you work with suppliers, specific demographic; leverage influencers

•  Can harness other similar audiences to reinforce or sanitize sentiment

•  Share editorial content across networks, co-sponsor •  More integration and ability to reflect healthy partnerships can be

seen and vice versa

Community Building

•  Get in your communities •  Build, foster, grow and participate

•  Examples: •  NASA has over 500 social media accounts and access to so much

cool data •  DJI – has communities active and influencers to assist in selection

of drones, flying, tips on video, images and horrible firmware issues

Customer Service

•  Ever spend 15+ minutes on hold to get a response from a company service rep?

•  Ever get template responses? •  Ever speak to “Larry” with an Indian accent that appears to be

reciting text from a screen in front of them? •  Twitter is an extremely important customer service channel – if you

have consumer products and not active there your missing out •  On sales •  Ability to influence sentiment •  Ability to solve problems and show you care

Research & Development

•  What does FB, Twitter and Google do with all that data? •  Aggregation of #hashtags, keyword, synonymous terms •  Learn new associations of terms, products, industry •  User groups •  Simple surveys •  Discover new features you need •  Discover opportunities to improve •  Identify influencers / outlets to help and defend •  Monitor competition

Media Relations

•  Journalist outreach on SM can have success •  Journalists are largely more “freelance” and write / cover for multiple

outlets •  Journalists can be swayed •  SM press release is not t •  Breaking news drive online sentiment •  Use of #hastags to piggyback •  Use of TOS License #hastags

Crisis Management

•  Have a plan •  Use special accounts for this purpose only; defer others here •  Clear messaging •  Utilize company website for particular information •  SM cannot fix larger problems •  Words need to match actions to maintain trust

Nice Move

Staff Engagement

•  Have processes / guidelines in place (Jets Pizza) •  Encourage staff to participate •  Those uncomfortable will weed themselves out know processes,

needs and consequences •  What can and should not be said / released or deferred •  Productivity needs to be monitored •  Will more likely advocate and uphold company brand

Ethics

•  How it can be perceived by ALL audiences •  Would grandma “read” your humor? •  Pro/Con of “Alter Ego or Pseudonym” accounts •  Attempts to obscure identity and affiliation •  They can get disclosed (Whole Foods Yahoo ID in sale)

*Word of Mouth Marketing Association Code of Ethics

Legalities

•  2009 FTC Guidelines for Endorsements and Testimonials •  Know how to disclose •  Mandate a disclosure policy •  Staff / agencies know guidelines and that you intent to follow •  International Laws provide challenges

•  Publicly listed companies cannot make forward-looking statements, discuss earnings, financial information

•  Pharma: restrictive and reporting of off-label marketing •  Alcohol: age specific and knowing who is

•  Monitor, monitor monitor….

Integrity

•  ….being asked to do some shady “stuff” •  Posting fake review, robo-messaging, outsourced labor (on da

cheap) •  Competitors are doing it too! •  You’ll eventually get caught •  No amount of monwy is worth damaging your professional reputation

or that of your client or employer. •  Do you have a process in place to vet what can and won’t be

toletrated and what will be done if XYZ happens?

Integrity 4 Life

Doing the right thing when no one is looking.

Make Decisions

You can make a decision to listen and act, or not act, or ignore. Just make a decision and own it. Not

one is wrong.

Process

Discover Evaluate Respond

Process

Have responses ready and in a searchable, living format. This should be used internally and with partner

agencies / staff.

Consider having a “help” or FAQ section where these can be found on your site for the public to view.

Discover

#1 Has a post, tweet, comment or article been discovered about

our organization?

Evaluate

Consider… •  Trolls – is the site dedicated to bashing and degrading others? •  Rager – is the posting a rant, rage, joke or cynical in nature?

Monitor Only Avoid responding and monitor site, notify superior department.

Evaluate

Consider… •  Misguided – are there erroneous facts in the post?

Fix Facts Respond with factual information, reference links directly in the social

media site to the poster.

Evaluate

Consider… •  Unhappy Customer – is the posting of a negative experience?

Restore Sentiment Determine if you want to / can rectify the situation in a responsible

manner. If yes, respond to poster on how to take it offline immediatley for solution.

Process

Discover #2 Has a post, tweet, comment or article been discovered about

our organization?

Process

Yes Prepare a factual and well-cited response which can agree or disagree yet is not factually erroneous, a rant or bashing

or negative in nature. Q: You can concur with the post, leave it stand or provide a

positive review. Do you want to respond?

Respond

Share Success Can you proactively share this story and does it reinforce

the mission of the company / product?

Write a response a response for this current circumstance. Log the answer in your database.

Considerations for Response

Transparency

Disclose your connection to the company, products etc.

Sourcing

Site your resources including links, images, video or other references.

Timeliness

Don’t rush. While speed of response is important and well though, professional response in “our” tone is more

important.

Respond in a tone that reflects on the tone as determined by your company guidelines. Grammar is important.

Influence

Focus on sites most related or that will influence intended sentiment of the company / client.

•  Have a plan & integrate •  Have continuity in messaging / branding •  Listen and Monitor •  Process to respond •  Help staff to help themselves •  Be timely •  Be appropriate •  Measure and be prepared for feedback •  Respond to feedback ASAP

You Are A Rock Star Now

http://www.TMPROD.com

Dwight@tmprod.com

@dwightZ

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