can a brand ever truly be social?
DESCRIPTION
Crisis communications, #BrandVandals and some plain talking. A presentation for Upload LisbonTRANSCRIPT
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1 | 11.04.2023
Can a brand evertruly be social?
Crisis communications, #BrandVandals and some plain talking
Stephen Waddington
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2 | 11.04.20232 | 11.04.2023
So let’s talk about it
@wadds wadds.co.uk #uplx2014
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Welcome to the party
Source: Ketchum
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Media change
Source: Stephen Waddington
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The audience answers back
Source: Stephen Waddington
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#BrandVandals
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#BrandVandals
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#BrandVandals
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#BrandVandals
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10 | 11.04.202310 | 11.04.2023
Managing a crisis
@wadds wadds.co.uk #uplx2014
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Meet public expectation
Image source: Patagonia
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Risk audit Team Workflow Training Test,
test, test
Best practice preparation
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Listen: monitoring and alerts
Image source: Dave Carroll
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Assess the situation
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Develop a response
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17 | 11.04.202317 | 11.04.2023
Careless talk
@wadds wadds.co.uk #uplx2014
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Nice but dim
Source: Condescending Corporate Brand Page, Facebook
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Daft
Source: Kenneth Cole tweet uses #Cairo to promote Spring collection, Huffington Post
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Automation
Source: Learning by doing it wrong, KLM
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Social brands
@wadds wadds.co.uk #uplx2014
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Social brands
Image source: Greggs
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Social brands
Image source: Greggs
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Social brands
Image source: Paul Fabretti / Telefonica
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Customer service conversation
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Customer service conversation
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Customer service conversation
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Customer service conversation
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Customer service conversation
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Customer service conversation
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Customer service conversation
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Being social
@wadds wadds.co.uk #uplx2014
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Media relations
Influencer relations
Branded media Community Social
Business
Stages of social development
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A personal story
Image source: Stephen Waddington
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Maslow's Hierarchy of Needs
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baby: no profiles and still find social media all a bit baffling and new-fangled
child: on the most popular networks and push out marketing content
teenager: social media as a communication and marketing channel
young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems
grown up: the truly social organisation. Mature work-flow
The media of me
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Thank you
Listening and planning should be the start point for any social media activity
Social media is human media. Automate and industrialise with extreme care
Be brave. Challenge your organisation. Do the best work that you can
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38 | 11.04.202338 | 11.04.2023
Can a brand evertruly be social?
Stephen Waddington@wadds
wadds.co.uk