11. Brands are not used to being open; they’re used
to being in control. Old-style marketing was easy
– you push out a message to millions of people
(through TV or radio) and you’re done.
Because a lot of executives often are not
personally active on social networking sites and
microblogs, they lack full knowledge of the inner
workings.
The negative press some companies are getting
for portraits the wrong approach to social media
and you start seeing the lack of trust in the
effectiveness of social media.
15. Top Amex’s Social Conversation
‘Oh, my gosh, I just got my Gold Card arrived!’
16. “We didn’t have a strong agenda.
I wanted us to listen, watch, and learn
what people were interested in, and
then serve up the appropriate content.
The community shaped our strategy.
It’s to build long-standing
relationships with customers and
partners.”
John Hayes, CMO, American Express
17. Whether or not we should hire an agency?
“We don’t have agencies
helping us here—
something I initially was
questioned about, because it’s
easier to outsource. But my
view was to have us living and
breathing this stuff.”
Leslie Berland, SVP Digital Partnership & Developement
American Express
18. What do you answer when a customer
say ‘I’m having an issue.’ online?
“Set up a small team of dedicated
customer-service representatives in
consisting of social-media-savvy
employees who had already been
trained to correspond with
customers via e-mail.”
Leslie Berland, SVP Digital Partnership & Developement
American Express
19. Do we need to run Social Media strategy
as we run Business Units?
“You can imagine that everyone
wanted a Facebook presence.
But this implied that we ran the risk
of fragmenting our cardmember
community.
Now everyone gets to benefit from the
2.7 million
“Likes” that we have on Facebook.”
Leslie Berland, SVP Digital Partnership & Developement
American Express
20. “We were trying to go where our cardmembers are
and provide them with an awesome experience.”
Luke Gebb, VP Global Marketing Capabilities - American Express
21. “The aftermath of
Haiti earthquake, we then realized the
power of that channel to connect with
media, and how this would change the way
that we publicize news.”
Leslie Berland, SVP Digital Partnership & Developement - American Express
24. Situation Timeline
BP offshore drilling - Deep Horizon exploded, killed 11 and
injured 17 of its workers
Oil has been spilling out into the ocean for few months before
finally capped
26. Situation Timeline
BP offshore drilling - Deep Horizon exploded, killed 11 and
injured 17 of its workers
Oil has been spilling out into the ocean for few months before
finally capped
BP’s inefficiency to stop spill and blaming other parties fueled the
incident
CEO’s insensitive comments about the amount of oil being ‘tiny’
Worst, his remark that he ‘would like his life back’ from crisis
27. BP has failed to harness its social media.
V.S.
Faith Fact
30. Lesson Learned
What BP has done right?
1. Update its social media platform
What BP has not done right?
1. Did not build up a strong loyal base at the first place
2. Failure to engage with fans/followers in crisis
3. Ignore to cease or respond to negative comments
4. No team in place 24/7
31. Recommendation
1. Involvement : network/community numbers/quality, time
spent, frequency, geography
2. Interaction : read, post, comment, reviews, recommendations
3. Intimacy : affection or aversion to the brand ; community
sentiments, opinions expressed etc
4. Influence : advocacy, viral forwards, referrals and
recommendations, social bookmarking
Source: adapted from Hamill (2010)
32. Lesson Learned
Past.
News broadcaster set the message first, people then tweeted.
Present.
People tweeted first, then news broadcaster picked up to report.
36. “Many business
executives still don't
understand how to
leverage it for their
organizations, large or
small. They're too
focused on the talking,
and not focused enough
on the listening.”
Dave Kerpen
CEO, Likeable Local, NY Times Best-Selling
Author & Keynote Speaker
http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
37. No Vegas hotel could be worth this long wait. Over an hour to
checkin at the Aria. #fail
http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
38. What do you think the Rio Hotel would tweet?
“Come on over, we have no line here. - Rio Hotel”
“Call us, we have a room for you. - Rio Hotel”
Wrong!
http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
39. Sorry about your bad experience, Dave. Hope the rest of your
stay in Vegas goes well.
http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
41. Lesson Learned
1. All they did was use social media to
listen, and then show a little empathy
to the right person at the right time.
2. An ad, or a push-marketing-like
message from the Rio, simply wouldn’t
have worked.
3. But their ability to listen, respond
and be empathic did work.
http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
46. Greenpeace’s
Give Rain Forests A Break campaign
http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/
47. Timeline
March 16 - Greenpeace reported calling out Nestle
March 17 - Nestle launched press release that they dropped palm oil
supplier in question
http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
48. Trouble Profile Photo
Paul Griffin - "not sure you're going to win
friends in the social media space with this
sort of dogmatic approach. I understand that
you're on your back-foot due to various
issues not excluding palm oil but social
media is about embracing your market,
engaging and having a conversation rather
than preaching!"
Nestle - "Thanks for the lesson in manners.
Consider yourself embraced. But it's our
page, we set the rules, it was ever thus."
http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
55. Lesson Learned
1. While every company has critics, they can now organize a
coordinated attack.
2. Facebook fan page brand-jacking is the new form of tree
hugging. Don’t leave the page open for detractors.
3. Ownership isn’t clear –yet the power belongs to community.
56. Recommendation
1. Companies must have a community strategy –don’t jump
without a parachute.
2. Hire seasoned community managers –don’t relegate to
PR intern.
3. Plan and practice for the worse –yet live for the best.
57. Believe me you don’t want to see this in your board room.
58. 7 advices during peaceful time.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
65. Radian6
Tune In - Get the coverage to
ensure you don’t miss a beat
Listen globally - conversations are
happening in many languages
Find clarity - Dig deeper with
insights
66. OBVOC
Listen to online conversation
Understand consumer insights
Measure efficiency & effectiveness
Discover what you need
Follow Thai bloggers
67. ZocialEye
Track a variety of social media
channels
Watch your trend and
engagement
Know your brand influencer
Know what people are talking
about
Track complaints of your
branches
View your video campaign
feedback
68. #4 Make use of latest news on your home page.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
69. #5 Create a dark site.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
70. #6 Plan search terms to draw traffic.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
71. #7 Learn to use the right weapons.
Twitter, Facebook, YouTube, LinkedIn
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
72. Admit it with Twitter.
Re Egypt tweet: we weren't intending to
make light of a serious situation. We
understand the sensitivity of this historic
moment -KC
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
73. Divert community to your response via Facebook.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
74. Broadcast top executive on YouTube.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
75. Links to professional with LinkedIn.
http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
76. 5 advices during the war time.
Social Media Crisis Response Plan
http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
77. Bad news always travel fast.
http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
84. Ogilvy says 5 Things to remember.
Everything happens at lightening-speed
People demand ‘hyper-transparency’
Dialogues as important as message delivery
Search reputation delivers multimedia
Brand detractors have the same tools
85. 7 Tips for Dealing With Upset Facebook Fans
http://www.socialmediaexaminer.com/7-tips-for-dealing-with-upset-facebook-fans/
93. “With any negative comments, there obviously was an opportunity
to turn those into positives.
With the neutral, we had a big opportunity
to turn those people into advocates.
And with the positives, we had the opportunity
to amplify.”
Leslie Berland, SVP Digital Partnership & Developement
American Express
95. Thank you & good luck!
sutirapan@gmail.com
08 0555 0777