how not to cause your own crisis - ragan communications“your marketing department has set up a...
TRANSCRIPT
How Not to CauseYour Own Crisis
RAGAN DISNEY SOCIAL SUMMIT @CALEBGARDNER
FEBRUARY 19, 2015
18 Coffees is a content strategy and community development firm, using social media, email, and other digital tools to help you build trust at scale.
We’ve built successful content programs for some of the largest brands in the world.
CHALLENGES
@18Coffees
CLOSED BUSINESS CULTURE
Marketing
YOperations(
CustomerService
cSales
J
DEPARTMENTS DON’T TALK TO EACH OTHER.Customers don’t care if you have silos. They see you as one company.
@18Coffees
LACK OF COORDINATION & INTEGRATION
“Your marketing department has set up a Facebook page. Your human resources department is thinking about using social media as
a recruiting tool. Your sales department isn’t quite sure how social media can deliver qualified sales leads. Your employees are tweeting
away about what they’re doing all day at work…
Sounds like chaos.”
Veronica Felding
@18Coffees
EDITORIAL PROCESS THAT ISN’T REAL-TIME
ABFICONS EXAMPLE, PICTOGRAM FONT
@18Coffees
MISALIGNED SKILLS & COMPETENCIES
@18Coffees
MEANWHILE, IMPORTANT PEOPLE ARE WATCHING
“92 percent of online reporters are relying on social media for story ideas.”
The Holmes Report, February 2014
SETTING A TEAM UP FOR SUCCESS
@18Coffees
THE BUILDING BLOCKS OF SUCCESS
ABFgPEOPLE
rPROCESS
(PLATFORMS
+ +
@18Coffees
> Social media team
> Content creation team
> Creative directors & editors
> Partners & stakeholders
PEOPLE
g
r
(
@18Coffees
YOUR SOCIAL TEAM IS ONLY AS STRONG AS ITS SUPPORT
SOCIAL MEDIA TEAM
7 Analytics
( Development
m Email
l Senior leadership
gDigital Organizing
HVideo
SDesign
aCommunications
Good editors keep your voice, tone, and content
strategy on track—and keep you out of a crisis.
@18Coffees
> Team dynamics
> Governance & editorial workflow
> Interdepartmental/external communications
> Analytics & reporting
PROCESS
g
r
(
@18Coffees
BUILDING A SMART EDITORIAL PROCESS
It is possible to both move quickly and have smart oversight. It takes a flexible process that allows for multiple rounds of approvals without bottlenecks.
WRITER PUBLISHER & LAST CHANCE REVIEW
EDITOR INTERNAL REVIEW
An extra set of eyes. Always.
@18Coffees
> Social networks
> Publishing tools
> Analytics tools
> Project management tools
PLATFORMS
g
r
(
18 Coffees | Presentation
PUBLISHING PLATFORMS WITH WORKFLOW OPTIONS
@18Coffees
OR GO OLD SCHOOL: USE EMAIL
Beware of scheduling.
THANK YOU
@CALEBGARDNER