Delivered as part of an Oracle client conference in Croke Park, July 2014

1. B E I N G S T R AT E G I C W I T H S O C I A L M E D I A
!
T O D E L I V E R O N C O R P O R AT E O B J E C T I V E S
C R O K E PA R K 1 0 T H J U LY

2. • E I R C O M
• O G I LV Y D U B L I N
• B O R D G A I S E N E R G Y
• S U N D AY B U S I N E S S P O S T
• E N T E R P R I S E I R E L A N D
• L U C E Y T E C H N O L O G Y
• U C D
• G E
K E I T H B O H A N N A
N E A R F U T U R E . I O

3. W H E N W E TA L K A B O U T S O C I A L M E D I A … .
!
W H I C H C O R P O R AT E O B J E C T I V E S ?

4. • Communications & PR
• Marketing & Pre-Sales
• Customer care

5. K E Y T R E N D S
• The Rise of Mobile
• The Rise of Customer
Expectations
!
!
kpcb.com/InternetTrends
Mary Meeker

8. M O B I L E + S O C I A L
M E D I A =

11. R E S P O N S E E X P E C TAT I O N S - U K
2 5 %
W I T H I N 6 0
M I N S
6 % W I T H I N 1 0
M I N S

12. R E S P O N S E E X P E C TAT I O N S - U K
4 2 %
W I T H I N 6 0
M I N S
3 2 % W I T H I N
3 0 M I N S

13. !
!
!
Implications for you?

14. S O C I A L M E D I A
• Start by listening and then experiment
• Develop an in-house centre of
expertise
• Support and resource front line staff

15. T E C H N O L O G Y C A PA B I L I T Y
• Move towards single view of
customers - consolidate customer and
marketing data silo’s.

16. S H O R T T E R M G O A L S
• one way listening
• two way reactive conversations
• proactive discussions
• full customer care

17. W H Y ?
• To be able to deliver normal corporate
objectives
• To have some chance when a SNAFU
hits

19. • Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Same tools.
• Traditional media amplification.
Ref:Ogilvy
360°Digital
Influence.
T R E N D S

20. P L A N
M A N A G E
R E S T O R E

21. – H E N RY A . K I S S I N G E R
“There cannot be a crisis next week. My schedule
is already full.”

22. L E T S G E T S TA R T E D

23. D E F E N S I V E

24. A N D M O R E O F T H AT

25. C H R I S - N I C E G U Y & I N F L U E N C E R

26. S H O U T I N G D O W N

27. D E L E T I N G I T S H O U L D W O R K

28. F I N A L LY A N “ A P O L O G Y ”

29. T H AT S H O U L D D O I T

30. • Irish Times
• Independent
• TheJournal.ie
• Sunday World
• The Irish Mirror
• The Examiner
C O V E R A G E I N C L U D E D

31. L E A R N I N G S ?
• Better listening
• Faster assessment of the tone of
conversation
• Planned management of the crisis

32. T H AT S I T
• Future sessions will cover
• Crisis Management
• Internal Structures for managing
Digital

33. W W W. N E A R F U T U R E . I O
keith@nearfuture.io
086 2300702
@keithbohanna