humanize your brand at smwla with todd wilms and sap
Post on 17-Oct-2014
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Learn how to not only manage your brand, but enhance it. Don't just sit back and wait for something to happen to it, but get in front of it and manage your brand's presence. Go on the offensive. Good Luck!TRANSCRIPT
Humanize Your Brand How To Protect - And Enhance It - Using Social Media
Thursday Sept 27th – 10am #SMWLA
Todd Wilms
Social Media Evangelist
Email in 72 hours:
Twitter: @toddmwilms
Blog: www.toddwilms.com
Forbes Blog:
www.Forbes.blogs.com/sap/todd-wilms
Agenda
1. Reactive (Defense)
2. Proactive (Offense)
#SMWLA @toddmwilms
“To err is human . . .
To really ‘f-up’ takes a corporation.”
- Anonymous
5
No jokes – Just real life
The “Huh?”-apology If a tweet falls in the woods …
This move is “out of fashion”
One of the world’s largest oil
companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace
created one for them.
For 6 weeks they broadcast to the world how this company was destroying the planet from the
“companies own” twitter handle.
“We are incredibly sorry for our
tweet about #Aurora – Our PR is NOT US based and had not checked the reason for the
trend” – Celeb Boutique, after tweeting:
“#Aurora is trending, clearly about our Kim K inspired
#Aurora dress ;)”
During violent protests in Egypt
early in the year, fashion designer Kenneth Cole personally tweeted . . .
"Millions are in uproar in
#Cairo. Rumor is they heard our new spring collection is available online."
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 …
#SMWLA @toddmwilms
6
Anti- “Love Story” “Social Means Having To Say You Are Sorry”
Movement
Protest
Rally
Angst
Irritation
Letter / Op- Ed
Communal Annoyance
Vote with Wallet
Pre-Social: Raised to level of
awareness by leaders
Pre-Social: May be invisible
to leaders
Post-Social: Easily visible to
leaders
Awareness Threshold
7
FedEx – Which is more fun to watch?
#SMWLA @toddmwilms
8
FedEx Stock Price: Nov 2011 – Mar 2012
Dec 19th: Video
hits YouTube
Dec 21: Formal
YouTube Apology
Coverage
slows to a crawl
#SMWLA @toddmwilms
9
Rules for Crisis Social Communications
1. Be Humbled
2. Be Real
3. Be Honest
4. Be Direct
5. Take Action
6. Learn from Mistakes
7. Steps to Ensure . . .
8. Where to go for . . .
#SMWLA @toddmwilms
Proactive 1. Listen
2. Understand Social Influence
3. Build Communities
4. Humanize Your Brand
“A best defense is a great offense.”
- Carl Von Clausewitz
12
Listen
“Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher
#SMWLA @toddmwilms
Understand Social Influence
14
Build Communities
#SMWLA @toddmwilms
15
Humanize Your Brand
#SMWLA @toddmwilms
Our customers
produce more than
72% of the world’s
beer.
#SMWLA @toddmwilms
17
Our customers
produce more than
70% of the world’s
chocolate.
#SMWLA @toddmwilms
18
Our customers
produce more than
86% of the world’s
athletic footwear.
#SMWLA @toddmwilms
Our customers
produce more than
60% of the world’s toys
and games
#SMWLA @toddmwilms
63% of the world’s
transaction revenue
touches a SAP system.
#SMWLA @toddmwilms
21
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
#SMWLA @toddmwilms
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
Email in 72 hours:
Twitter: @toddmwilms
Blog: www.toddwilms.com
Forbes Blog:
www.Forbes.blogs.com/sap/todd-wilms
Thank You
#SMWLA @toddmwilms
25
Air Force Web Posting Response Assessment
LET POST
STAND
No response
Discover Blog or Twitter Post
Has someone discovered a blog post
about SAP? Is it a positive post?
Evaluate “TROLLS”
Is this site dedicated to bashing &
degrading others?
“RAGER”
Is this post a rant, rage, joke, ridicule
or satirical?
“MISGUIDED”
Are there erroneous facts in the post?
“UNHAPPY CUSTOMER”
Is the post a result of a negative
experience from stakeholder(s)
CONCUR
A factual well cited
response, which
may agree or
disagree w/post, yet
is not negative
SHARE SUCCESS
Proactively share your
story & mission w/blog
N MONITOR ONLY
Avoid responding / monitor for relevant info
FIX THE FACTS
Respond w/factual info directly
(see blog response considerations below)
RESTORATION
Rectify the situation, respond and act upon
a reasonable solution.
See blog response considerations below.
FINAL EVALUATION
Base response on present
circumstances, influence and
prominence. Will you respond?
TRANSPARENCY
Disclose your SAP
Affiliation
SOURCING
Cite your sources
by including links,
video, images,
other references
TIMELINESS
Take time to create
a good response –
24 hours maximum
INFLUENCE
Focus on the most
influential blogs
related to SAP
TONE
Respond in a tone
that reflects highly
on SAP
Respond
Considerations
LET POST
STAND
No response
N
N
N
N
N
N
Y
Y
Y
Y
Y
Y
Y Y
Y