Digital Now Australia 2010 Dina Vassallo's Presentation

1. Promoting &
Protecting In Today’s
Social Currency
By Dena Vassallo
Professional Public Relations (PPR)

3. #1- You are not your customer
 “People don't relate to organisations, they
relate to people."
 This is an important insight. You may not use
social, but that doesn't mean that your
stakeholders don't use social.
 You are not your customer.

4. #2- Live & breathe authenticity
Jeremiah Owyang,
Altimeter Group, 2010

5. #3- Operationalise it
 Understand who is responsible for it in your
organisation, and fund it
 Spending on your Web site and digital
communications should be comparable to
your old media spend.

6. #4- Are you doing enough?
 Brand Promotion
 Brand Protection

8. Putting the
“engagement” in
community
Ensure your community
engagement efforts have
an engaging place online
to build support for
policies and projects

9. The importance of tribes
 Seth Godin, TED Talks

14. And manage expectations...

15. Three decades of
community involvement
1980s
Develop the best
possible project
solution and tell the
community
“Telling”
1990s
Develop the
best possible
project solution
and consult the
community
“Selling”
2000s
Present the issues to
the community,
highlighting negotiables
and non-negotiables,
and work together to
develop the best
possible solution
“Involving”

16. With online community
engagement
You can:

 Ensure online outcomes reflect the
needs of the community
 Limit misinformation about your project
using online strategies
 Improve the perception of your
organisation in the eyes of the local
community by focussing on the future
not the past

18. C2030 case study
“...there is a new willingness
maybe among younger
Western Australians to say,
actually, I do want to have
my voice heard, and I do
want to be part of this
discussion.”
Geoff Hutchison
- ABC Radio at C2030

19. Plan for the Spanish
Inquisition
Don’t pretend it can’t
happen to you. Make
digital part of your
public affairs and
issues management
plans.

20. As Monty Python used to say,
no one expects the Spanish Inquisition.

21. Montara- PTTEP
 21 August 2009: Uncontrolled leak of oil, gas
and water from Montara WHP in Timor Sea
 690km west of Darwin; 250km north west of
Truscott

22. Domino’s YouTube incident
 The Domino's Youtube Incident took
place in April 2009 when two thirty-something
employees of a North Carolina Domino’s
Pizza recorded themselves sticking some
cheese up their noses and farting on the food.
 And Domino's U.S.A. president, Patrick Doyle,
issued an apology on YouTube.

24. Understand your KPIs
Digital strategies are not
created equally. Develop
highly defined strategies
based on your specific
KPIs. What does ROI
(return on influence) mean
for you?

25. Influencing the influencer
 A successful online marketing campaign will
tap the (right) few to reach the many
 For example, a network of 1,000 = 500,000
links or connections to others
 10% influence the remaining 90%Digital is highly
fragmented, meaning
audiences are small

26. Return on Influence (ROI)
KPIs:
Volume= reach & frequency
Engagement = time spent with your brand
Conversion= anything showing action
Reach X Frequency
Time Spent
+ (Sentiment + Ecosystem) = Return on Influence

27. Jeff Gibbard, 2010

28. Examples of best practice

30. Unilever Campaign
Push-Pull Online Marketing
CONSUMERPUSH PULL
Uni Sponsorships
Jimmy Kimmel
TV
Live Events
Original Content
Cinema
Activation
Pop-Up UGC
College Humor
Partnership
Facebook
Partnership
Experiences
Relationships
Belief
Authenticity
Unique Content
UGC
Webisodes
Highly Ownable
Campaigns
People Like Me
Online Contest
Branded
Entertainment

31. US Navy– many audiences
many ways to connect

32. Navy considerations in the
age of social media
 Sailors—ask yourself the following:
 Have you talked to your spouse (siblings, parents, significant other) about
what will happen if you go missing or are killed?
 Have you considered adjusting your privacy settings?
http://www.slideshare.net/USNavySocialMedia/recommended-facebook-
privacy-settings-august-2010
 Would the information you have publicly available now be acceptable to you if
you went missing or were killed?
 Have you considered a power of attorney to give your next-of-kin the ability to
manage and/or turn off your social media site(s)?
 Have you talked to your immediate family about their privacy settings?
Information they share about you could be made public depending
on their privacy settings
 Have you ever Googled yourself? Think about what information would
be available to the media or enemies if they were to search for your
name online.

34. What are we taking away from
today?

35. Putting the
“engagement” in
community
Ensure your community
engagement efforts have
an engaging place online
to build support for
policies and projects

36. Plan for the Spanish
Inquisition
Don’t pretend it can’t
happen to you. Make
digital part of your
public affairs and
issues management
plans.

37. Understand your KPIs
Digital strategies are not
created equally. Develop
highly defined strategies
based on your specific
KPIs. What does ROI
(return on influence) mean
for you?

38. Thank you.