Presentation at the Public Relations Institute of Ireland annual conference in Dublin, April 26, 2012. #priiconf12
Original PowerPoint 2010 deck available on request.
5. Social Media is…
• Disruptive
challenging established orders, hierarchies
and cultures
• About people
what they do with technology tools
• About change
connecting with changes in society, the
marketplace, the workplace
• About calculating risk
to enable people to confidently engage in the
new landscape
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6. Anyone with an opinion
and an internet connection
can influence someone else
about the things you care
about, eg, your reputation.
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12. Crisis and Reputation
1. Everything happens at internet speed
− What we used to call “lightning speed”
2. People demand – and expect – absolute
transparency
3. How you say it is as important as what
you say
− The medium is often the message
4. Your critics have the same tools as you
and your champions
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13. Speed is of the essence
• Take immediate effective action to stop an
issue becoming a crisis
− “Issue management” is so much easier than
“crisis management”
• Look to your communities
− Online and offline
− Your “nurturing years” will now pay off
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19. Investing in “Internal Social
Readiness”
• Vision and leadership drive accountability
towards business goals
• Trained employees reduce potential risk
• Increased preparedness for social media
crises
• A consistent brand experience for
customers
• Enablement increases ability to scale
http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/
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20. Investing in “Internal Social
Readiness”
http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/
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21. What You Need to Know
1. Know – with 5. Know of issues
precision – who the before they become
influencers and mainstream
opinion-leaders are 6. Know the right
2. Know your “share of keywords that drive
conversation” vs search
“share of voice” 7. Know who to follow
3. Know where or friend
conversations are 8. Know what content
occurring that matter your customers care
4. Know how news is about
shared and by 9. Know who is
whom defining your brand,
pro or con
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22. There Are a Lot of Tools…
Monitoring
Tactical Strategic
Listening
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23. Key: Integrated Communication
• Social media is not
stand-alone or a
separate activity
• Long-term activity and
resource commitment
• Integral to your
reputation engagement
and management mix
• Integral to the success
of your business
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@jangles
24. What Can You Do?
Right
Now?
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25. Calculate risk
1. Recognize change
− Society
− Behaviours
− Your landscape
2. Make a deal with your employees to eliminate
FUD
3. Know who your advocates and detractors are
4. Listen
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26. Start Here
http://jwsokol.com/scc/tag/listen/
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28. Thank You
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The original PowerPoint version of this presentation deck is available on request.
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@jangles