Lexer explains how to use social media to help prevent social and business catastrophes.

1. Using Social Proactively
Ad:Tech Sydney, 2012

2. Brand Customer Public
Perception Service Relations

3. Crisis
Management

4. Incident or Public Brand
Event Vocalisation Response
Should or how do
What’s happened... What’s been said...
we respond...

6. Network Alert
Facebook Events, Groups, Likes & Shares of planned activity
Twitter
Blogs Sharing & endorsement of planned activity
Google+
Forums
Detail & rationale of planned activity
YouTube

7. Why aren’t more brands using
social to predict the future?

8. Case Study: Risk Analysis
> Issue: “We’ve got word a group of people will be
convening at one of our centres to mourn a
lost friend”
> Solution: Review social mentions, indicating
attendance, demographic, scale of awareness
> Response: Increase security presence, alert
centre management, put PR on stand-by for
worse case scenarios

9. Case Study: Operations
> Issue: “Our amenities are being used in a very
inappropriate manner!!”
> Solution: Started monitoring ‘dating’ websites
and notify operations when these acts are
planned to take place
> Response: Increase of security presence,
potential closure of amenities

10. Review
> Beyond marketing, How can the business benefit from
listening proactively?
> What issues do your Security, HR, Finance & Ops. teams
have that social could resolve?
> What activity does your business fear most? Are there
obvious triggers to this activity taking place?
> What social data are you throwing out? Could someone in
the business be interested in this data?
> What can your brand learn by monitoring and analysing
your competitors response to incidents?

11. Thank you
Aaron Wallis
e: aaron.wallis@lexer.com.au
w: http://lexer.com.au
m: 0404 044 031