take hold of your online reputation before it takes hold of you
TRANSCRIPT
Take Hold of Your Online Reputation Before it Takes Hold of You
Doug Lacombe, MBA
President, Communicatto Inc.
© 2012 communicatto, a social media agency
Media’s evolving, is your media mix?
© 2012 communicatto, a social media agency
The new media mix
© 2012 communicatto, a social media agency
Hub and spoke publishing, own your platform
© 2012 communicatto, a social media agency
Are you visible to search?
© 2012 communicatto, a social media agency
© 2012 communicatto, a social media agency
© 2012 communicatto, a social media agency
© 2012 communicatto, a social media agency
© 2012 communicatto, a social media agency
education
observation
broadcast
participation
relationships
collaboration
social media experience
1-way → 2-way
take value → add value
Social media adoption curve
© 2012 communicatto, a social media agency
Taking flight
© 2012 communicatto, a social media agency
• Pre-flight
• Flight crew
• Flight plan
• Watching your instruments
• Maintain contact with air traffic control
• Land
• Debrief
• Refuel
• Do it again
Planning your flight
© 2012 communicatto, a social media agency
• Brand – protect it NOW
• Understand – educate executives, develop skills, comfort
• Monitoring – can’t fly without radar
• Policy – who can tweet what, where and why
Pre-flight checklist - BUMP
© 2012 communicatto, a social media agency
• People
• Access
• Secrets
• Tone
• Real job
• Identity
• Consequences
• Existing policy
Flight rules
© 2012 communicatto, a social media agency
• Situation
• Objectives
• Audience
• Personas
• Strategy
• Tactics
• Actions
• Controls
• Crisis
• Resources
Flight plan
© 2012 communicatto, a social media agency
SmartInsights.com
© 2012 communicatto, a social media agency
• Distinguish between severity levels
– Issues
– Incidents
– Crises
Crisis
© 2012 communicatto, a social media agency
Severity matters
© 2012 communicatto, a social media agency
1. No silence, no delay
2. You have something to say even when you don’t
– Holding statements
3. Make your website the authoritative source, but respond on the channels where
people are talking about your crisis
4. Spend time responding to those who “deserve” it
5. Be seen to be responsive
6. You set the pace (updates every 10 mins or as appropriate)
7. Refer and link to other channels (i.e. news releases) – best if embedded into your
website, but use wire, YouTube if you can’t
8. Provide a call to action if/when appropriate
9. Share info from other authoritative sources if/when appropriate (police, EMS,
regulator, government)
10. Tell them when it’s over – over and over
Ten social media pro tips during a crisis
© 2012 communicatto, a social media agency
• Reader-centric, not usual corporate blather
• Reader asks WIIFM?
• Avoid barriers to communication like industry jargon, long
boring treatises/lectures
• Write like a journalist, inverted pyramid
• Human interest angles always best
Content is king, still
© 2012 communicatto, a social media agency
• Lists
• Hashtags
• Monitor conversation threads
• Blog search
• Social media dashboards (Sprout Social, HootSuite)
• Monitoring tools (CNW Social)
• Influencer discovery software:
– GroupHigh
– Webfluenz
– Traackr
– InNetwork (h/t to Danny Brown)
• Your own (social) CRM
Finding and tracking influencers
© 2012 communicatto, a social media agency
• Internal:
– Awareness, skills, knowledge, comfort
– Executive support/sponsorship
– Resources
– Content production/corporate “newsroom”
– Review and proofing cycles, legal, Investor Relations
– Proving ROI
• External
– Anyone caring
– Snark, cynicism and attacks
Challenges
© 2012 communicatto, a social media agency
Takeoff!
© 2012 communicatto, a social media agency
• Prepare with BUMP pre-flight checklist
• Plan with SOAP STACCR strategy framework
• Resource the activity
• Experiment with content
• Measure KPIs
• Fail fast but with controls
• Hunt for your peeps
• Be human, don’t be boring
• Prepare and drill for crisis
• Constantly re-evaluate
Summary
