Social media even in crisis is strategic

Social media even in crisis is strategic
Strategic Social Media www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
An Essential Understanding. The net wasn’t invented by business people and doesn’t exist to help companies make money. It is entirely possible it could be used that way but it doesn’t owe you anything. The question to ask is, “how are people (the people I need to reach, interact with and tell stories to) going to use this new power and how can I help them achieve their goals? www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
There’s a Lot Going On – and Tomorrow There’ll Be More. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 3
Social Media Fragmentation This can mean different things, examples: a)Individual Product Managers executing unilaterally b)Passionate Consumers c)Brand activists and antagonists d)Competitive Sabotage www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 4
Social Media Centralisation Instead of allowing networks to evolve without direction, it pays to actively manage your network. We can now knit networks together to create productive individuals and smart communities. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 5
So, if Social Media is Strategic… How do we develop strategy? • We use data. • We analyse and interpret our audience. • We know and consider all available options. • We incorporate with Business strategy. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Social Media is strategic www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 7
Social Media Needs Farming not Hunting www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Farmers Hunters Social Media Off Line – Mass Media Individuals Collective Users are Active Passive Users are Brave Shy Users Watch and Speak Out Watch and Sleep An Interactive Medium Essentially One Way Anonymity N / A (as not engaging) Driver’s Seat Passenger Seat Solitary Collective Easily access and influence their contacts Accessing and influencing takes more effort Listening and Speaking Speaking and shouting Repetition not always best www.theonlinecircle.com Repetition works full-service interactive agency +61 3 9813 2141
Farmers Hunters Social Media Off Line – Mass Media Building Relationships and Brand Building awareness and driving people to a buying decision Pull and Push (Philosophical) Push (Philosophical) Serving the consumer Serving the brand Tactical approach Tactical approach Creative for web Creative adapted for web Based on engagement and experience Based on visual and art Content Creation (volume and dynamic) Short Content Content nimble, quick, conversational and Content largely locked in and static responsive www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Where online users look for their news. www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Crisis happens to other brands too! http://www.facebook.com/GrilldBurgers http://www.nandos.com.au/article.php?newsid=94&newspage=0 www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Crisis response Addressing Crisis Online 1 – Reduce the number of channels that a response must pass through 2 – Reduce the amount of friction in each channel www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Crisis response www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Social Media is strategic – even in Crisis One strategy rather than 100 tactics Uninformed Trolls Fraudsters Spectators (affected by bystander effect) Inform and convert Neutralise attention Empower, break and discourage Identify and bystander and give taking him out of Neutralise using fear them social the centre of validation to be attention active "Even if this is true......" "Although this is on-topic....." "I disagree...." "Yes, but....." "Can you provide a source for this...." NOT FOLLOW UPS www.theonlinecircle.com full-service interactive agency +61 3 9813 2141 18
Next Steps – Using Social Media in Different departments Manager’s Role – Typical Groundswell Appropriate Some Metrics Department Objective Applications Marketing Talking and • Blogs • Awareness Communicating: • Community • Sales increase Converse with Websites (Facebook, • Share of voice customers. etc) • Share of attention Promote products, • Videos on user- • Share of heart services generated websites (Fundraising) and • More Brand R&D Listening: Gaining • Brand monitoring • Insights insights from • Product • Usable product customers and using monitoring ideas input in the • Communities • Increased speed of innovation process research development and Business • Innovation Intelligence Communities www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Next Steps – Using Social Media in Different departments Manager’s Role – Typical Groundswell Appropriate Some Metrics Department Objective Applications Customer Support Enabling customers • Wikis • Numbers of to help one another • Support Forums members solve problems • Support Videos participating • Volume of questions answered online • Decreased volume of support calls Sales Energising: • Social Networking • Sales Identifying powerful sites • Share of and enthusiastic • Brand Ambassador penetration consumers and programs • Share of Mind using them to • Communities influence others • Widgets www.theonlinecircle.com full-service interactive agency +61 3 9813 2141
Strategic Social Media www.theonlinecircle.com www.theonlinecircle.com full-service interactive agency +61 3 9813 2141

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Social media even in crisis is strategic