social media conference: http://socialfreshconference.com

1. Social Media Trainingfor the Sane Lisa Hoffmann, Duke Energy

2. Why?

3. Avoid a CRISIS

4. http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare

5. “A social media policy that not only protects the company, but also encourages employee ownership.”“Baseline process to reinforce the policy among rank-and-file employees.”

8. “Power outage at Bilas Estate last night due to blown transformer. Awoke to no power and two Duke Energy workers asleep in my backyard. Nice.”

10. Keep it simple

11. Employee Ambassador

12. Promoting a product

13. http://www.youtube.com/watch?v=6IPVfBz5FqE

14. Online spokesperson

15. TRANSPARENCY Online spokesperson disclosure

16. Online Spokespersons, Responding to Blog Coverage (Adaptation of U.S. Air Force process.) DISCOVERY WEB POSTING Someone has discovered a post about the organization. Is it positive or balanced? http://www.flickr.com/photos/28075221@N00/3154057414 NO YES EVALUATE “TROLLS” Is this a site dedicated to bashing & degrading others? MONITOR ONLY Avoid responding to specific posts, monitor the site for relevant information & comments CONCURRENCE You can concur with the post, let stand or provide a positive review. Do you want to respond? NO YES “RAGER” Is the posting a rant, rage, joke or satirical in nature? FIX THE FACTS Do you wish to respond with factual information directly on the blog’s comment board? Do you have enough info to respond in real time? Note: focus on fixing facts. The goal isn’t to refute a story where we disagree with the story’s direction. (See Response Considerations) NO “MISGUIDED” Are there erroneous facts in the posting? NO YES LET STAND Let the post stand – no response. NO “UNHAPPY CUSTOMER” Is the posting a result of a negative experience? YES YES YES RESTORATION Do you wish to rectify the situation and act upon a reasonable solution? Do you have the ability (or internal contacts) to rectify? (See Response Considerations) NO RESPOND FINAL EVALUATION Write response for current circumstances only. Will you respond? AGREEMENT Do you wish to proactively share your story? (See Response Considerations) YES YES YES RESPONSE CONSIDERATIONS TIMELINESS Take time to create good responses. Don’t rush. Immediate responses may appear defensive. Anything older than a day may lose relevance. TRANSPARENCY Disclose your Duke Energy connection and post under yourname@duke-energy.com. SOURCING Cite your sources by including hyperlinks, video, images or other references. Info from third-parties will carry more weight than Duke info. TONE Respond in a tone that reflects well on Duke Energy. Consider the tone of the blog. Press release / marketing style responses will be poorly received. INFLUENCE Concentrate on the most influential blogs related to Duke Energy or the industry. CONSULT Consult with the Social Media Team if you want a second opinion on your response.

17. Community manager

18. Transparency and disclosureResponse decision treePassword/IT security protocolsPhoto/video copyright guidelinesModerationGovernance

19. Based on policy/governance

20. Make it Relevant - Boots on the ground- Employee ambassadors- Online spokespeople- Community managers

21. Stories stay with people

22. Solicit feedback

23. Please don’t…

24. “The boss inspires fear. The leaderinspires enthusiasm.” - H. Gordon Selfridge, Sr.

25. Lisa Hoffmann@LisaHoffmannlisa.hoffmann@duke-energy.comhttp://www.linkedin.com/in/lisahoffmann