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ANDY SCHUENEMAN GENERAL MANAGER WEBER SHANDWICK, DETROIT DIGITAL DEFENSE

ANDY SCHUENEMAN GENERAL MANAGER WEBER SHANDWICK, DETROIT DIGITAL DEFENSE. a. LOST?. LOST?. IN SOCIAL MEDIA. IN SOCIAL MEDIA. HOW YOUR BRAND IDENTITY CAN THRIVE + SURVIVE TODAY. STRANGE NEW BRAND LANDSCAPE. STRANGE NEW BRAND LANDSCAPE. INCREASINGLY DIGITAL. INCREASINGLY DIGITAL.

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ANDY SCHUENEMAN GENERAL MANAGER WEBER SHANDWICK, DETROIT DIGITAL DEFENSE

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  1. ANDY SCHUENEMAN GENERAL MANAGER WEBER SHANDWICK, DETROIT DIGITAL DEFENSE a

  2. LOST? LOST? IN SOCIAL MEDIA IN SOCIAL MEDIA

  3. HOW YOUR BRAND IDENTITY CAN THRIVE + SURVIVE TODAY

  4. STRANGE NEW BRAND LANDSCAPE STRANGE NEW BRAND LANDSCAPE

  5. INCREASINGLY DIGITAL INCREASINGLY DIGITAL

  6. INCREASINGLY SOCIAL INCREASINGLY SOCIAL

  7. INCREASINGLY DIFFERENT INCREASINGLY DIFFERENT

  8. BRAND PROMISE ONLINE IS… BRAND PROMISE ONLINE IS…

  9. …LOST

  10. BRAND ENGAGEMENTS IN SOCIAL MEDIA ARE LARGELY TACTICAL AND OFTEN LACK CLEAR, CONSISTENT DIRECTION

  11. THEY NEED TO BE DESIGNED WITH COHESIVE BRAND BUILDING/DEFENSE IN MIND.

  12. A WAVE OF CHANGE IS HERE A WAVE OF CHANGE IS HERE

  13. IT IT

  14. SOCIAL MEDIA ENAGEMENT IS ABOUT CONNECTING SOCIAL MEDIA ENAGEMENT IS ABOUT CONNECTING

  15. ARE YOU LISTENING? ARE YOU LISTENING? • Do you know what people are saying about your: • Company? • Brands? • Competitors? • Products and their attributes? • Popular part numbers?

  16. Ways to engage Ways to engage Internal Monitoring • Time consuming to search using Google Blogs • Must have committed resources to handle results, action items Use a Social Media Tracking Vendor • Set up key word searches • Check in regularly • Analyze conversations • Take action Use a Communications/PR Agency • Agency works with vendor; sets up word searches • Agency analyzes all conversations • Agency determines which posts warrant a response • Can respond on client’s behalf or pass along posts that require attention

  17. BENEFITS OF A TRACKING TOOL BENEFITS OF A TRACKING TOOL • A social media tracking service provides real-time monitoring of blogs, news sites, video sharing and networking sites, forums and additional online media. • Helps uncover hidden issues and trends • Provides easy topic analysis through several user friendly dashboards • Provides detailed evaluation of the site and author • Provides opportunities to track coverage received by competitors

  18. Tracking tools available Tracking tools available There are dozens of social media monitoring tools. Top vendors include:

  19. THE RESPONSE PROCESS THE RESPONSE PROCESS • Develop appropriate key word searches • Determine which posts warrant responses • Take note of tone, content and timing • Secure a username/password for the given site • Draft response and get appropriate approvals • Post your response • Check back often • Develop a relationship with the site host (when appropriate)

  20. COMMUNICATING IN THE SOCIAL MEDIA SPACE COMMUNICATING IN THE SOCIAL MEDIA SPACE When engaging with a community, it’s important to be: • Transparent • Relevant/helpful • Subtle • Responsive • Neutral/friendly • Honest • Conversational • Respectful • Aware of the guidelines, preferences

  21. Monitoring part numbers Monitoring part numbers Tracking conversations does enable you to see which sites might be buying/selling your product.

  22. THREE STEPS TO SUCCESS THREE STEPS TO SUCCESS Listen Learn Leverage 24/7 Real-Time Data Gathering Analyze the Conversations Conduct Outreach

  23. engagement: case study engagement: case study CHALLENGE Several online sources were conducting their own informal research regarding oil filters and not using the proper testing procedures. This resulted in several misconceptions about the quality of a client’s oil filters. SOLUTION Monitored online conversations in real time Provided relevant and factual information when brand was in question • Moved the Needle in terms of perception… Comments from the trenches: • “Glad to see a tech rep on here.” • “You do gotta hand it to him…the guy is walkin’ the walk.” • “Now that’s good social media.+1 for them caring about their brand image on a tiny forum.”

  24. NOW’S THE TIME TO PROTECT YOUR TREASURE NOW’S THE TIME TO PROTECT YOUR TREASURE

  25. DIGITAL D+FENSE A PROACTIVE APPROACH TO PROTECTING YOUR COMPANY’S REPUTATION ONLINE — AND OFF — BEFORE TROUBLE STRIKES.

  26. “Too often companies become complacent. They begin to feel invincible…Then they’re blindsided by a crisis and don’t have a response plan in place. Flailing around and looking helpless isn’t inspiring to your stakeholders.” - Ron Alsop, Wall Street Journal

  27. HAVING A DIGITAL CRISIS MANAGEMENT PLAN IN PLACE IS NECESSARY HAVING A DIGITAL CRISIS MANAGEMENT PLAN IN PLACE IS NECESSARY • If you don’t control the situation, someone else will • Important part of overall risk management program • Brand trust, integrity, reputation and bottom line are all at stake • It’s your responsibility as brand guardian • The spread of bad news has been accelerated

  28. THE DIFFERENCE BETWEEN THEN AND NOW THE DIFFERENCE BETWEEN THEN AND NOW Old Reality • Traditional media were the message carriers to the public • Reporters, photojournalists and broadcast stations were the first on the scene New Reality • Anyone with a camera phone, video camera and Internet access can take and access information • 24/7 news cycle of online news, blogs and Twitter speed up the necessary reaction time to a crisis

  29. THE ANATOMY OF A CRISIS THE ANATOMY OF A CRISIS Greenpeace took over Nestle’s Facebook page to make a point about the use of palm oil in their products. The page moderator reacted poorly, deleting the content and sending out rude status updates. Fans were enraged and social media professionals considered Nestle an amateur in online engagement. United Airline came under scrutiny after mishandling a passenger’s guitar and not offering to pay for the damage. The guitarist shot back with his own song and video, which has been viewed millions of times. The number of people who said they’d order Domino’s food for delivery dropped from 46% to 15% after they saw the YouTube video of two employees mishandling food.

  30. CRISIS RESPONSE PREPARATION IS A COMPETITIVE ADVANTAGE CRISIS RESPONSE PREPARATION IS A COMPETITIVE ADVANTAGE Companies that handle crisis well protect: • Stock prices • Operations • Employee morale and productivity • Business relationships • Product demand • Support of policy/lawmakers • Reputation • Online integrity

  31. THE ISSUES MANAGEMENT PROCESS The ISSUES MANAGEMENT PROCESS

  32. RESPONSE, NOT SEVERITY, DETERMINES THE OUTCOME RESPONSE, NOT SEVERITY, DETERMINES THE OUTCOME Most damage arises when companies mishandle the early phase of a crisis • Can be forgiven when things go wrong • Won’t be forgiven if they are seen as uncaring

  33. QUESTIONS OR FOR MORE INFORMATION, CONTACT: ANDY SCHUENEMAN WEBER SHANDWICK, DETROIT aschueneman@webershandwick.com 248.203.8123

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