kga for ccbf - corporate reputation and social media
DESCRIPTION
A half-day workshop held foTRANSCRIPT
The Conversation’s Started.
Getting Active in Social Media.Today.
Insert image in this space
2
>Half-Day Workshop1. Classroom:
Where Sociology and Technology Converge
2. Best Practice:Examples of B2B Social Media Excellence
3. Hands On:Build a Social Media Campaign
4. Getting Started:Step-by-step for building your social media approach
W E I N T E R R U P T T H I S T R A I N I N G .
“Every generation
needs a new revolution.”
Thomas Jefferson
Insert image in this space
5
in one generation the nature of trust has changed irrevocably
trust to operate in society’s
best interest
o Armed forces +43%o NGOs +27%o Education system
+26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%
Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”
You Are No Longer Trusted
but we trustMiss Fong in Hong Kong
trust me
airwaves one to many
movable type one to many
telegraph & phone one to one
recorded image one to many
500 years4 revolutions
“the largest increase in expressive capability in human history.”
- Clay Shirky, Author
publishers formerly known as audiencemany to many
powerfuleasyfastconnectedubiquitouscheap
in your
pocketnow
Asia-Pacific mobile internet users will nearly double from 623.3 million in 2011 to more
than 1.22 billion in 2015 eMarketer
15
USA population reached 300 million in 2006. European settlers arrived in 1620.
Sina Weibo reached 300 million last month. It was launched in August 2009.
Insert image in this space
16
>Half-Day Workshop1. Classroom:
Where Sociology and Technology Converge
2. Best Practice:Examples of B2B Social Media Excellence
3. Hands On:Build a Social Media Campaign
4. Getting Started:Step-by-step for building your social media approach
17
Insert image in this space
17
Timeline lets you share your
common history
Despite vocal debate about interest rates, bank fees and service Commonwealth Bank has 133,622 likes on Facebook.
18
Insert image in this space
18
Bank of America ranks
most hated
Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.
19
Insert image in this space
19
From Egypt to China social media is changing
the fate of nations
“Party and the Government (in China)…have not been able to control the dissemination and discussion of information regarding the failings of the leadership in the microblogs.”
20
Insert image in this space
20
Ford lets
new buyersdrive the Ap
“80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.”
21
Insert image in this space
21
Deutsche Bank uses
YouTube, Twitter & Facebook
“The (Innovation) Prize (for social media) is further proof that we are on the right path. We plan to expand our activities in the coming year."
22
Insert image in this space
22
And damage reputations
rapidly
23
Insert image in this space
23
Twitter lets like-minded
people connect
ING Direct succeeds because its voice matches its brand values – fresh, approachable, fun.
24
Link to Third Party Content
25
Insert image in this space
25
social media gives
Wall Street insights
Sell-side analysts are using social media to delve into companies, from a sales reps postings on drug side effects to early alerts regarding job losses or contract losses.
26
Insert image in this space
26
new apps help public companies
connect to
investors
Royal Dutch Shell introduced an iPhone investor relations App with stock price data, earnings releases, high res images, news. Shell’s YouTube channel has 400+ videos
27
Insert image in this space
27
And makes retail mistakes
infamous
Friday night pizza led to Saturday morning Twitter sensation. By Monday it was reported in newspapers around the world.
D I N N E R . M Y P L A C E . TO N I G H T.
Insert image in this space
29
>Half-Day Workshop1. Classroom:
Where Sociology and Technology Converge
2. Best Practice:Examples of B2B Social Media Excellence
3. Hands On:Build a Social Media Campaign
4. Getting Started:Step-by-step for building your social media approach
FacebookTwitterYouTubeLinkedIn
four
hands-onstations
C a r b o n N e u t r a l 2 0 5 0Secure Website – For Training Only
Aggregator for Social Media ContentPositive Campaign – Have FUN!
Insert image in this space
32
>Half-Day Workshop1. Classroom:
Where Sociology and Technology Converge
2. Best Practice:Examples of B2B Social Media Excellence
3. Hands On:Build a Social Media Campaign
4. Getting Started:Step-by-step for building your social media approach
read theinstructions
build a culturehonesty only policyidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon’t start unless
committed
inform
educaterepeat
35
people trust brands that build a personal relationship
Blogs
Social Networks
Online Communities
Radio
Online Brand Content
TV
Search
Rewards Programs
Mobile Marketing
Direct Mail
Opt-in E-mail
Online Display Advertising
Mas
sTa
rget
edPe
rson
aliz
ed
Trial Advocacy
RelationshipsAwareness LoyaltyConsideration
TRUST
Pers
onal
izati
on
Digital Traditional 35
start bylistening
how to listensocial media monitoring
trytalking
outreach basicsstart smallbe consistentcreate a unique voicebe relevantbuild a network, create alliesregister everywherelisten and respond
register
connectfind your voice
“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009
40
harness your
network
building alliescreate relationshipsknow who is who conversations are two waybe supportive make it habit to be onlinelisten and helpask for guidance, feedbackbe really quick
to make
friendsbe a friend
in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
constantly
evaluate
milestoneslink to business planmeasure engagementtrial programsask for feedback
understand
measureevaluate
47
Over 350 highly experienced professionals Over 40 nationalities Blue-chip clients
Global Footprint, Local Knowledge, Coordinated Across the World31 offices, 25 countries, 6 continents, 1 firm
48
Corporate Communications Media relations Change management Corporate branding and positioning Reputation management Crisis communications Issues management CSR programmes Internal communications
Financial Communications Investor Relations Financial reporting Mergers & Acquisitions Corporate Defense Management Buyouts IPOs/Listings/Capital raisings Private Equity
communications support Restructuring
Public Affairs Government Relations Competition issues Merger control issues Regulation issues Litigation support European Affairs Opinion building Policy and legislation
monitoring
Our ExpertiseSocial Media
Listening and Analysis Policy Development Stakeholder Engagement Program Development Training Outreach Crisis Communications
49
“If you don’t like
change,you’re going to
like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
50
questions?