Corporate Social Media Summit #CSMSF Todd Wilmsion final
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Presentation to the Corporate Social Media Summit on June 20th, 2012 in SF. Discussion on managing your Brand via social - both the reactive (crisis comm) and proactive (story and humanize). Fun session!
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Corporate Social Media Summit #CSMSF Todd Wilmsion final
- 1. Uphold Your Highest Brand Reputation Use Social Media to Maximize Brand Engagement Wed, June 20th – San Francisco Todd Wilms Sr Director, Social Media
- 2. Twitter: @toddmwilms Blog: www.toddwilms.com Forbes Blog: Forbes.com and search “wilms”
- 4. “To err is human . . . To really ‘f-up’ takes a corporation.” - Anonymous
- 5. No jokes – Just real life If a tweet falls in the This move is “out of The Un-apology woods … fashion” One of the world’s largest oil “There's no one who wants During violent protests in Egypt companies (this time not BP), this over more than I do. I early in the year, fashion didn’t see the need for a would like my life back” – BP’s designer Kenneth Cole Twitter account – so Tony Hayward personally tweeted . . . Greenpeace created one for them. "Millions are in uproar in #Cairo. Rumor is they heard For 6 weeks they broadcast to our new spring collection is the world how this company was available online." destroying the planet from the “companies own” twitter handle. Friends don’t let friends drink and tweet . . . “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night … #CSMSF @toddmwilms 5
- 6. Anti- “Love Story” “Social Means Having To Say You Are Sorry” Pre-Social: Raised to level of awareness by leaders Movement Protest Rally Awareness Threshold Letter / Op- Ed Communal Pre-Social: May be invisible Annoyance to leaders Post-Social: Easily visible to Angst Vote with leaders Irritation Wallet #CSMSF @toddmwilms 6
- 7. FedEx – Which is more fun to watch? #CSMSF @toddmwilms 7
- 8. Impact of FedEx Response: FedEx Stock Price: Nov 2011 – Mar 2012 Coverage slows to a Dec 21: Formal crawl YouTube Apology Dec 19th: Video hits YouTube #CSMSF @toddmwilms 8
- 9. Rules for Crisis Social Communications Tone Direction 1. Be Humbled 5. Take Action 2. Be Real 6. Learn from Mistakes 3. Be Honest 7. Steps to Ensure . . . 4. Be Direct/Smart 8. Where to go for . . . #CSMSF @toddmwilms 9
- 11. Air Force Web Posting Response Assessment Blog or Twitter Post Discover Has someone discovered a blog post about SAP? Is it a positive post? N Y “TROLLS” Evaluate Is this site dedicated to bashing & degrading others? CONCUR N Y MONITOR ONLY A factual well cited “RAGER” Y Avoid responding / monitor for relevant info response, which Is this post a rant, rage, joke, ridicule may agree or or satirical? N disagree w/post, yet is not negative FIX THE FACTS N “MISGUIDED” Y Respond w/factual info directly LET POST Are there erroneous facts in the post? (see blog response considerations below) STAND N No response Y “UNHAPPY CUSTOMER” RESTORATION Y Rectify the situation, respond and act upon Is the post a result of a negative a reasonable solution. experience from stakeholder(s) See blog response considerations below. Respond N FINAL EVALUATION SHARE SUCCESS LET POST Proactively share your Base response on present circumstances, influence and N STAND Y story & mission w/blog No response prominence. Will you respond? Y Y SOURCING INFLUENCE TIMELINESS TONE Considerations TRANSPARENCY Cite your sources Focus on the most Take time to create Respond in a tone Disclose your SAP by including links, influential blogs a good response – that reflects highly Affiliation video, images, related to SAP 24 hours maximum on SAP other references 11
- 12. Proactive 1. Listen 2. Understand Social Influence 3. Build Communities 4. Humanize Your Brand
- 13. “A best defense is a great offense.” - Carl Von Clausewitz
- 14. Listen “Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher #CSMSF @toddmwilms 14
- 16. Build Communities A little levity in the presentation #CSMSF @toddmwilms 16
- 17. Humanize Your Brand #CSMSF @toddmwilms 17
- 18. Our customers produce more than 72% of the world’s beer. #CSMSF @toddmwilms
- 19. Our customers produce more than 70% of the world’s chocolate. #CSMSF @toddmwilms 19
- 20. Our customers produce more than 86% of the world’s athletic footwear. #CSMSF @toddmwilms 20
- 21. Our customers produce more than 60% of the world’s toys and games #CSMSF @toddmwilms
- 22. 63% of the world’s transaction revenue touches a SAP system. #CSMSF @toddmwilms
- 23. Humanize Your Brand Know Culture: You can only bend culture so far Empathize: How do we make our customer’s successful Tell Stories: Tell customer’s success stories, not your own Aggregate Content: Goal is to have ½ of our content be 3rd on SAP #CSMSF @toddmwilms 23
- 24. Recap: 1. 8 Rules for Crisis Comms: Be Human 2. Listen: Megaphone to Ear 3. Understand Social Influence: Know, Engage, Listen 4. Build Communities: Platform for Engagement 5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices
- 25. Twitter: @toddmwilms Blog: www.toddwilms.com Forbes Blog: Forbes.com and search “wilms”
- 26. Thank You