Presentation to the Corporate Social Media Summit on June 20th, 2012 in SF. Discussion on managing your Brand via social - both the reactive (crisis comm) and proactive (story and humanize). Fun session!

1. Uphold Your Highest Brand Reputation
Use Social Media to Maximize Brand Engagement
Wed, June 20th – San Francisco
Todd Wilms
Sr Director, Social Media

2. Twitter: @toddmwilms
Blog: www.toddwilms.com
Forbes Blog:
Forbes.com and search “wilms”

3. Agenda
1. Reactive
2. Proactive

4. “To err is human . . .
To really ‘f-up’ takes a corporation.”
- Anonymous

5. No jokes – Just real life
If a tweet falls in the This move is “out of
The Un-apology
woods … fashion”
One of the world’s largest oil “There's no one who wants During violent protests in Egypt
companies (this time not BP), this over more than I do. I early in the year, fashion
didn’t see the need for a would like my life back” – BP’s designer Kenneth Cole
Twitter account – so Tony Hayward personally tweeted . . .
Greenpeace created one for
them. "Millions are in uproar in
#Cairo. Rumor is they heard
For 6 weeks they broadcast to our new spring collection is
the world how this company was available online."
destroying the planet from the
“companies own” twitter handle.
Friends don’t let friends drink and tweet . . .
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king
drive,” the official Chrysler Twitter account tweeted in March. Oops!
An employee of the company's social-media agency had got confused about which account he was
logged into and while drinking one Friday night …
#CSMSF @toddmwilms
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6. Anti- “Love Story”
“Social Means Having To Say You Are Sorry”
Pre-Social: Raised to level of
awareness by leaders
Movement
Protest
Rally
Awareness Threshold
Letter /
Op- Ed
Communal Pre-Social: May be invisible
Annoyance to leaders
Post-Social: Easily visible to
Angst Vote with leaders
Irritation Wallet
#CSMSF @toddmwilms
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7. FedEx – Which is more fun to watch?
#CSMSF @toddmwilms
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8. Impact of FedEx Response:
FedEx Stock Price: Nov 2011 – Mar 2012
Coverage
slows to a
Dec 21: Formal crawl
YouTube
Apology
Dec 19th: Video
hits YouTube
#CSMSF @toddmwilms
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9. Rules for Crisis Social Communications
Tone Direction
1. Be Humbled 5. Take Action
2. Be Real 6. Learn from Mistakes
3. Be Honest 7. Steps to Ensure . . .
4. Be Direct/Smart 8. Where to go for . . .
#CSMSF @toddmwilms
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11. Air Force Web Posting Response Assessment
Blog or Twitter Post
Discover Has someone discovered a blog post
about SAP? Is it a positive post?
N
Y “TROLLS”
Evaluate Is this site dedicated to bashing &
degrading others?
CONCUR N Y
MONITOR ONLY
A factual well cited “RAGER” Y Avoid responding / monitor for relevant info
response, which Is this post a rant, rage, joke, ridicule
may agree or or satirical?
N
disagree w/post, yet
is not negative
FIX THE FACTS
N “MISGUIDED”
Y Respond w/factual info directly
LET POST Are there erroneous facts in the post?
(see blog response considerations below)
STAND
N
No response
Y “UNHAPPY CUSTOMER”
RESTORATION
Y
Rectify the situation, respond and act upon
Is the post a result of a negative
a reasonable solution.
experience from stakeholder(s)
See blog response considerations below.
Respond N
FINAL EVALUATION
SHARE SUCCESS LET POST
Proactively share your
Base response on present
circumstances, influence and
N STAND Y
story & mission w/blog No response
prominence. Will you respond?
Y Y
SOURCING INFLUENCE
TIMELINESS TONE
Considerations TRANSPARENCY Cite your sources Focus on the most
Take time to create Respond in a tone
Disclose your SAP by including links, influential blogs
a good response – that reflects highly
Affiliation video, images, related to SAP
24 hours maximum on SAP
other references
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12. Proactive
1. Listen
2. Understand Social Influence
3. Build Communities
4. Humanize Your Brand

13. “A best defense is a great offense.”
- Carl Von Clausewitz

14. Listen
“Take the megaphone away from your mouth; put it to your ear”
-SAP CMO Jonathan Becher
#CSMSF @toddmwilms
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15. Understand Social Influence

16. Build Communities
A little levity in the
presentation
#CSMSF @toddmwilms
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17. Humanize Your Brand
#CSMSF @toddmwilms
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18. Our customers
produce more than
72% of the world’s
beer.
#CSMSF @toddmwilms

19. Our customers
produce more than
70% of the world’s
chocolate.
#CSMSF @toddmwilms
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20. Our customers
produce more than
86% of the world’s
athletic footwear.
#CSMSF @toddmwilms
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21. Our customers
produce more than
60% of the world’s toys
and games
#CSMSF @toddmwilms

22. 63% of the world’s
transaction revenue
touches a SAP system.
#CSMSF @toddmwilms

23. Humanize Your Brand
Know Culture: You can only bend culture so far
Empathize: How do we make our customer’s successful
Tell Stories: Tell customer’s success stories, not your own
Aggregate Content: Goal is to have ½ of our content be 3rd on SAP
#CSMSF @toddmwilms
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24. Recap:
1. 8 Rules for Crisis Comms: Be Human
2. Listen: Megaphone to Ear
3. Understand Social Influence: Know, Engage, Listen
4. Build Communities: Platform for Engagement
5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices

25. Twitter: @toddmwilms
Blog: www.toddwilms.com
Forbes Blog:
Forbes.com and search “wilms”

26. Thank You