1. 1 How to prepare your brand against a social media attack

2. Table of Content 2 Why is Social Media Important? Can Social Media Go Wrong? How to prepare your brand. Case Studies

3. 3 Why is Social Media Important

5. Visiting social sites is now the fourth most popular online activity—ahead of personal email (Nielsen, 2009)

6. Twitter grew 1382% between February 2008 and February 2009

8. 6 Can Social Media go Wrong?

9. Home Depot - Back in 2001 7

10. Home Depot - Today 8

11. Comcast 9

12. Comcast - Viral Nature of Social Media 10

13. Comcast Cares 11

14. Dove Onslaught(er) : Green Peace Campaign 12 1 2 3

15. Nestle : Green Peace Campaign 13 Greenpeace Website Blog and Youtube

16. Nestle : Response 14 Nestle response on Facebook Official statement on the website

17. Other Brands 15

18. 16 How to Prepare your brandSocial Media Reputation Management Strategy

20. Have you have control of your identity all over the Web.

23. Define rules for employees engaging in social media – basic social media tenants like

24. disclosing the company you work for

25. not discussing confidential information

26. refraining from disparaging the company,

28. Assess the situation online by harnessing the tools that are available

29. Track the sources of negative publicity constantly to monitor change

30. Trend the volume of responses and the type of consumer reaction (neutral, positive, negative)

32. If a response is demanded , wait for the initial hype and outrage has died out, then respond to those who are genuinely seeking an answer

33. Listen and determine the type of response the consumers want – apology/ acknowledgement/ demand for change

34. Do not respond to quickly

35. Do not respond in a “corporate tone” i.e.. a press release on the website as the sole response mechanismSource: Social Media Damage Control, SharlynLauby

36. Case Studies 22

37. Bank of America – Twitter (1/2)Strategy : Customer Support 23

38. Bank of America – Twitter (2/2)Tactical: Humanizing the Brand 24

39. Bank of America - Facebook 25 Low channel Penetration – focus on twitter

40. Dell Hell Campaign 26 2800 comments

41. Dell : Response 27 Vote for Products Share user experience Twitter Presence Facebook Presence Second Life

42. Dell : Outcome 28 Direct2Dell Community

43. Q & A 29

44. Quotes 30 “We had to accept that there were some unknowns. If you try to mitigate every piece of risk, you will be either inauthentic or fail.” - Chris Bruzzo, VP of Brand, Content and Online, Starbucks “If you are going to engage, you have to have a plan and make sure that resources are available. Because you can’t gracefully exit — once you’re in, you’re in. The days of walking away from a campaign are over — once we engage, we have to commit to it.” Denise Morrissey, Online Community Manager - Toyota “Less than 25 percent of online communities have more than 1,000 members, even though more than half of those businesses have spent more than $1 million on their community projects “ - Ed Moran of Deloitte.

45. 31 Learn more about Regalix at: www.regalix.com Contact: Priscilla Business Manager Email: pselwine@regalix-inc.com