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AGENDA: SOCIAL MEDIA PR: ONE-DAY WORKSHOP

1.0 EXECUTIVE SUMMARY

Welcome to the one-day course on Social Media PR. We hope you will actively participate in making this training successful. This intensive session will provide helpful tips and techniques to get started in using social media tools and applications. It is aimed at participants who want to understand and effectively use social media apps and tools in their daily tasks. Learn to use Facebook, Twitter, Instagram, YouTube and visual storytelling techniques to fire-up enthusiasm among your fans and followers, and grow an online community of brand advocates.

2.0 OBJECTIVES AND LEARNING OUTCOMES

Upon completion of this course, you will be able to:

Understand how to align your PR strategy with your social media knowledge and incorporate the tools and apps in your overall agenda.

Evaluate which channels, content, tools, apps and techniques to use.

Measure success of your social media marketing activity

Manage the risks of social media for online reputation management.

3.0 PROGRAMME OUTLINE

Module 1 : Key trends in social media

State of media

Key statistics in social media in Malaysia, the region and the world

Rise of visual storytelling

Ecommerce in Malaysia

Fake news and fact-checking

The four pillars of social media: Listen, Connect, Add Value, and Measure Module 2 : Content creation

PR, content generation and visual storytelling: Back to basics

Use of photos and infographics

Best practices, guidelines, and tips in connecting with media online

Exercises on polls, quizzes, infographics, surveys.

Module 3 : Channels

Personal audit and branding

How to be a social media superhero

Best practices on social media

Five practices on social media stars

Content strategy on Twitter, Facebook, Instagram and LinkedIn

Upgrading your online media room

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Module 4: Social media crisis

Social media crisis: Countering negative publicity and attacks on social media

What the media wants in a social media crisis

Best practices in effective damage control in social media crisis situations

Incorporating social media in your crisis communications plan

Designing your own social media response flow chart Module 5: Strategy and analytics

Engagement and reach

Map out the social media plan for your organization

Setting KPIs: Tracking and measuring performance

Tools for measuring and analytics

Signs of success

4.0 FACILITATOR PROFILE: JULIAN MATTHEWS

Diploma in Multimedia Production, SAE, New Zealand, Certified Trainer by Human Resource Development Council of Malaysia. Julian Matthews was a journalist in print and online for 20 years before embarking on a career in media training for the past ten years. He has developed, designed and presented training workshops at public conferences, seminars and bootcamps and also in-house, customized programmes for multinationals, public-listed companies, small-and-medium-sized enterprises and non-government organisations. Julian has coached C-level executives and senior management one-on-one in preparation for a press conference or live broadcast media interview. As a trainer, he has conducted workshops entitled Effective Media Spokesperson, Effective Media Relations, Effective Investor Relations, Crisis Communications, Corporate Social Media, Social Media Marketing, Online Advertising and Multimedia Journalism Julian began his career as a freelancer for the local broadsheet New Straits Times at the age of 20 before becoming a fulltime journalist with The Star in 1984. He switched to travel writing in 1989 and won the Tourist Development Corporation’s Best Travel Writer award that same year. Since 1991, he has established a career as a professional business and technology writer for various corporations, trade publications, magazines and online media. For 14 years, he was the Malaysian correspondent for Nikkei Electronics Asia, a magazine for Nikkei Business Publications, Inc, the largest trade publisher in Japan. He was also one of the pioneers of online journalism in Malaysia, contributing to AsiaBizTech, a website also published by Nikkei Business Publications, Inc based in Silicon Valley in 1997. Besides AsiaBizTech, he was also at various times the Malaysian correspondent for some of the most prominent online technology and business publishers in the Asia Pacific region including CNET, ZDNet and Newsbytes, a Washington Post-Newsweek

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subsidiary. As a journalist, Julian was skilled in writing and editing news stories as well as doing analyses and feature stories. In the last ten years, as a consultant and trainer, Julian has extended his experience and services to multinationals such as Accenture, Bayer, Chevron, HP, IBM, HP, Lend Lease, Maxis, Nestlé, Petronas and Proton. He is also the director and co-founder of consulting and training firm Trinetizen Media. Julian presents regularly for Intelectasia’s annual PR Bootcamp series on Social Media PR. He is also the media trainer who trains the media. He has developed and presented over 30 workshops on Multimedia Journalism, Social Media Journalism and Mobile Journalism for reporters, editors and photographers of leading English daily The Star, national news agency Bernama and national broadcaster RTM, which were specifically for media professionals transitioning to online media.

5.0 TESTIMONIALS

“Julian is a master at his craft. He pulls out an array of real-life and personal experiences to illustrate his points. As a former journalist he knows all the tricks of the trade,” Mohamed Iqbal, Head of Retail and Commercial Banking, Kuwait Finance House Bhd. “It was an excellent, informative and entertaining workshop! Julian keeps the pace going nicely, no slow/meandering lecturing, introduced us to the stuff and moved on. Also mixed tech how-to’s with inspirational/mentoring. Great!” Andrew Sia, Chief Reporter, Star Publications Bhd. “A well-organised training full of fun and information on how to handle the media. Both trainers are experienced and have the ability to motivate the participants,” Tuan Haji Ismail Harun, Vice President, Corporate Office, Packet One Networks (M) Sdn Bhd. “Julian did his homework on our organisation very well. It helped participants to relate to the subject/topics being discussed,” A. Shukor Rahman, Communications Manager, Malaysian Software Testing Board. “Very beneficial training session. Trainers are very engaging with up-to-date materials. Group discussion and mock session very beneficial,” Mokhtar Ali Ismail, PGPA Manager, Chevron Malaysia. “This is a great platform to get myself updated about the media. The knowledge should help me improve my work in media planning and management, as well as improve the way I should assist in handling media and media-related issues for my company,” Cindy Thean, Pacific Mutual Fund Bhd. “A short brief intro into media training – yet well covered and delivered in a fun and lively way.” Sharon Chow, Bayer Company Malaysia. "Very interactive workshop with lots of humour which keeps the workshop alive," Ng Yen Yen, Penang Seagate Industries.

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Day 3:

Social Media & PR

Exercise 1: Get social

• Go find a person across the table or

the room that you do not know

• Find out three things: – Similarities

– Differences

– Share something unique, interesting OR life-

changing about you that few people know

about

• You have 10 minutes

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What connects us?

• Mutual friends

• Alma mater

• Where we work/ed

• Where we live/d

• Common

experiences

• Abilities, skills

• Family, Children

and Pets

• Food and Drinks

• Sports, Fitness,

Health

• Hobbies

• News

• Books, Movies, TV

shows, Music

• Travel: Where

we’ve been

• Nostalgia

• Unusual stories

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Module 1:

Key Trends in

Social Media

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5

The Internet circa 1997

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The challenge in 2017 and beyond

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Early days…

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8

5

Cameras everywhere

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10

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Living in a selfie world

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The comeback

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Exercise 2: Wefie

• Break into groups

• Take a we-fie (group selfie)

• Get creative

• Post on any social media account

• Most likes, shares, comments wins a prize

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Media diet has changed

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Know the state of media

• Circulation for print dropping all across

the board

• Circulation vs readership disconnect

• Using e-paper/paid digital to obscure

figures

• Print losing out to pay-TV and online in

advertising spend

• Media Prima slips into the red in FY16

as 4Q profit falls 84% - mainly dragged

by shrinking print revenues

Know your media: Print

Source: The Sun ad: ABC (Jan – Jun 2016)

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Edelman Trust Barometer 2017

PR 2017• Know your online media: Targetted placements

• Know your editors: Have at least five editors’

numbers you can call

• Know your reporters: Some of them will

become editors, cultivate, socialize

• Know your audience: More sophisticated, tech-

savvy

• Know your angle and story – eg: Allianz

• Know your content and how to pitch it

• Know your social media platforms and

developed the skills to use it

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Where is everyone?1.86 billion monthly active users

Malaysia: >23 million

1b unique users/month, 6b hrs watched/month300hrs of video uploaded/1 min

1.2b monthly active usersMalaysia: 75% penetration

600 million active users/month

467m registered usersMalaysia: >3m

320m monthly active usersMalaysia: >2m (estimate)

200m daily active usersMalaysia: ?

332 million blogs

76.5 million blogs

100 million active users 19

Sources: Statista(Apr, 2017), ExpandedRamblings.com, Facebook, Linkedin, Twitter,

Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR

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Instagram: More visual

Snapchat: More 24/7 video

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Visual story-telling

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The future of messaging

E-commerce is up in Malaysia

• Revenue in 2017 amounts to

US$1,121m

• Revenue is expected to show an annual

growth rate (CAGR 2017-2021) of

23.2 % resulting in a market volume of

US$2,585m in 2021

• User penetration is at 65.7 % in 2017

and is expected to hit 76.8 % in 2021.

• The average revenue per user (ARPU)

currently amounts to US$73.53.

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DFTZ

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Fake news and

fact-checking

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Fake or real?

Fooling the public is an agenda

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Trump Effect

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Stem the fakery

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Verify before spreading

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Celebs have hugereach and influence

Facebook Fan Page:

Zizan Razak : 3.57m likes

Lisa Surihani : 2.72m likes

Twitter:

@LisaSurihani : 3.66m Followers

@zizanrajalawak : 2.45m Followers

Instagram:

Zizanrazak869 : 4m Followers

lisasurihani : 2.9m Followers

Twitter:

@bharianmy : 1.14m Followers

@StarOnline : 1.14m Followers

@Malaysiakini : 894k Followers

@hmetromy : 729k Followers

@bernamadotcom: 608k Followers

@umonline : 427k Followers* As of Apr 1, 2017

Facebook Fan Page:

Berita Harian : 4.49m likes

Harian Metro : 4.12m likes

Sinar Harian : 3.23m likes

Utusan Online : 1.80m likes

Malaysiakini : 1.47m likes

TheStarOnline : 865k likes

FMT : 598k likes

Who are the top Instagrammers?

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Multi-screen watchers

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“57 channels and nothing on” –

B.Springsteen

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Case study: Zalora surprises couple after exchange on Facebook

It began with a Facebook post…

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The request

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Can we ignore

social media?

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There will be consequences…

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1. You won't know what people

are saying about you

The conversation is taking place anyway.

You can choose to participate or you can

ignore it, but people are talking -- even

when you're not listening.

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2. You won't know what's going on

Listening in to conversations on Facebook, Twitter and the

blogosphere is like having a free focus group going 24/7.

If you listen to your market, you'll be able to anticipate

customer needs, make better products, improve services and

hear what's wrong with what you are currently delivering.

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3. No one knows the real you

• Someone may already be squatting on your brand and

spewing false corporate messages

• If you don't secure your brand accounts on Twitter,

Facebook, no one will know if it's real or fake.

• Get out there with your own voice and establish a

reputation for authenticity and truth - it's a lot harder

for someone else to hijack your brand.

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4. When you need a voice, you won't have any credibility

• Typically, organizations only think of a blog or a

Twitter account, after a crisis hits.

• Whether you're talking online or off, it takes

months – even years – to establish trust in a

relationship.• You need to start the conversation in order to

start making deposits in the bank of trust. Then when you need it, the credibility will be

there.

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5. You're giving away a

competitive advantage • Whether you are listening

or not, chances are your

competition is monitoring

what your stakeholders

are saying about you.

• They may get the

feedback you don’t and

be able to bring a new

product to market faster,

and meet the needs of

the marketplace better

than you can.

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4-step social media guidance

Step 1: Listen

What are people

saying about your

brand online?

Who’s saying what?

Who comments and

responds?

What they say and

how they say it.

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Make friends – one at a time

Participate in conversations and find your voice

Observe comments and reactions, if any

Do not dominate the conversations!

Step 2: Connect

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2/3 of the economy now influenced by

personal recommendations – McKinsey&Co

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Step 3: Add value

Find unique and

genuine ways to reach

out to help.

Bring authority and

credibility to the

conversation.

Do not flood streams

with marketing

messages!

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Step 4: Measure

Track engagement, reach, pageviews, unique visitors, downloads, subscribers, followers, fans

Cost savings, sales and call-to-actions

Measure sentiment, positive vs negative comments, issues resolved, feedback received

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Five key trends in social media in 2017

1. Mobile-first: Has to be accessible via phones

2. Visual: Rise of videos, photos, infographics

3. H2H: Humanizing the experience wins

4. Social media management going in-house,

round-the-clock monitoring is the reality

5. Early days yet, big corporations still make

blunders

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Module 2: Content creation

in social PR

#PRBOOTCAMP2017

A magic trick

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Persatuan KebajikanPeople Support People Malaysia

Jamie’s story

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Making content real again

“It was an extremely important part of my

healing process to make the story. I hope

folks in Malaysia have the opportunity to make

such stories for themselves. What I learned is

that people care more about stories when

they are in multimedia format, putting them

onto video actually allows some people to

hear a story where they wouldn't be able to

stomach having you tell them the same story

sitting in front of them,” Jamie, storyteller.

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My epiphany: Can a website save a life?

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The “viral” campaign:ALS ice bucket challenge

• Simple: Visual, fun, shareable, easy to replicate

• Gamify: Set up a challenge that was passed on to 3 others, feel-good factor of supporting a worthy cause

• Authentic people power: Attracted celebs and ordinary folk. Real stories of people with ALS and their family and friends.

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Content creation:

What’s your story?

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5

Back to basics

Audience

Story

Context

: WHO : WHAT: WHY should I care?

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Case study: Kirkby

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Know your subject

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Education Section and Merdeka pullout

It’s not the technology, tools, devices or apps.

It’s the story.

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Content creation1. Trigger reactions (likes, shares, re-posts):

• Share personal stories in the authentic voice of your brand, or individuals that represent your brand values eg: CEO’s speeches, anecdotes and quotes, customer testimonials

2. Seed conversations:

• Post summaries of an event

• Share a new idea and ask community to brainstorm

• Create a list and ask community to add to it

3. Get visual:

• Use better photos and videos

• Infographics

Think visually, always!

• Twitter: 3 – 5 tweets/day, link + photos/video

• Facebook: 2 posts/day, link + photos/video

• Instagram: 3 – 5 updates of photos/video

• Snapchat: Live video updates throughout event

• YouTube: Post video after edit, link to FB, Twt

• LinkedIn: Link to release, + post photos/video

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Formal

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What kind of photos work online?

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Action

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Emotion

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Tobii ET-17 eyetracker

What the Eyetrack studies tell us

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Source: Poynter Eyetrack07 Studies

Nielsen Norman Group 2005 eyetrackstudy: Photos viewed differently

Source:http://www.ojr.org/ojr/stories/070312ruel/

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Celebrity mattersCelebrities make a difference

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Infographics• Piktochart: https://piktochart.com/

• Infogram: https://infogr.am/

• Canva: http://canva.com

• Adobe Spark: http://spark.adobe.com/

• Relay:: http://relaythat.com

• http://dailyinfographic.com/

• http://www.coolinfographics.com/

• http://www.infographicsshowcase.com/

• http://submitinfographics.com/

• http://www.infographicsarchive.com/

• http://infographicjournal.com/

Local example: https://www.italentpro.com/infographics

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Exercises:

• Create infographic on Adobe Spark

• Do a poll on Twitter

• Do a quiz on Typeform

• Do a survey on Google Docs

Useful mobile apps• Managing on mobile: Facebook Pages Manager

App

• Scheduling posts: Hootsuite, Post Planner, Buffer

• Aggregation, curation: Storify, Storyful, Shorthand

• Live: Facebook Live, CoverItLive, Livestream, Ustream, Periscope, Snapchat

• Short video: Boomerang, Instagram, Twitter, Snapchat

• Mobile video editing: iMovie (iPhone)• AndroMedia or Kinemaster (Android)

• WeVideo• Viva Video

• Jotting notes: Evernote

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Module 3: Social media

channels

#PRBOOTCAMP2017

Exercise: Personal audit

• Google your own “full name” (with quotes)

• What is most relevant search result?

• Do the first page results link accurately to you, your org, your personal website, your blog, your social network profile, your resume, your image?

• Is your name associated with your company?

• Are the search results positive or negative?

• Do you have a doppelganger sharing your name?

• Rate the first page results: positive, negative, neutral, doppelganger.

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Personal audit “your name”

Google

search

Google

images

Google

news

Positive

Negative

Neutral

Doppelganger

Social media and the banana leaf

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Digital banana leaf

How to be a social media superhero

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Social media superhero1. Choose your superpower: What are your strengths?

• Wordsmith: smart, witty, humourous, poetic, newshound, quoter, list-maker, simplifier, editor, weekly thought leadership, customer support, daily helpful tips

• Skillsets: Photography, videography, designer of infographics, live commentator, emcee, talker. You can’t choose invisibility!

2. Choose your channel: Facebook, Instagram, Snapchat, Twitter, YouTube, Linkedin, blogs, podcast

3. Find your audience: You cannot operate in a vacuum, find your champions within and outside your organisation

Ten best practices on social media1. Use your real name and real photo on

profiles: No pets, kids, cartoon characters, emojis, etc

2. Fill up your profile in Linkedin, Facebook, Twitter, Blogs

3. Use unique hashtags

4. Share and cite: Find great stuff to share, attribute the sources, ask permission if you have to

5. Be active and post original thoughts yourself. Don’t steal, copy & paste nor automate everything.

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6. Don’t hard sell: If you are plugging your own product, service, company, say so but preface with “Shameless plug…”

7. Be authentic and comfortable in your skin. Your professional and social life must make peace with each other, find the middle ground. Have personal opinions but know when to draw the line. Preface it with IMHO or “This my personal opinion...”

8. You are an ambassador for your brand 24/7. Online or offline. Exemplify the brand’s values

9. Don’t share information said in confidence, or will reflect badly on your CEO’s or organisation’sreputation

10. Add value, don’t just take, take, take

Case study: YouTube: Michelle Phan

• > 300 videos since 2007

• 1.1 billion views, 7.8m subscribers

• Started beauty sampling service Glam Bags on ipsy.com in 2011

• 2013 launched makeup line with L’Oreal

• “It’s very easy to make a viral video, but longevity and consistency, that’s hard.”

• Making comeback in 2017

Michelle Phan, YouTube star from makeup tutorials

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Case study: Twitter: Uberfacts

• Started tweeting in 2009. Became serious 2011, tweeting 24/7.

• Claims to make US$500,000/year from ads and sponsored links

• Has 13.4m followers on Twitter, FB: 4m, Instagram: 1.4m

• Launched UberFacts app in 2014

• Controversy: Some UberFacts not verified Kris Sanchez, tweets

most interesting facts

Source: BusinessInsider.com11

Case study: HongKiat.com

• Since 2007

• 6.6m unique visitors/month

• Started with design tips, now as 40+ permanent and non-permanent authors, and 3 editors

• Moved to Singapore, quit his day job

• “Make sure you are really interested in the things you write, and write constantly…don’t set money or traffic as the goal.”

Lim Hong Kiat, how-to,

design, lifehacks, tech tips,

inspirational bloggerSource: Cilisos.my

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Case study: EatDrink.my, EatDrinkKL

• Blogging since 2009 on Blogspot.com, writes daily

• Journalist for AP for 14 years

• Eat Drink KL ebook, Oct-Dec 2013, updated quarterly

• Launched EatDrink.my with The Expat Group in July, 2014

• Launched EatDrink App on iOS and Android, March 2015. Offers 6% discount and donates to charity

• “Pays for his own meals 99.75% of the time”

Sean Yoong, journalist turned foodie blogger

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Sean Yoong’s advice1. Find and develop your own natural voice - it won't come

immediately, but it should eventually be something you're comfortable with in the long run.

2. Try to nurture an audience in the language you're most fluent in. If your English is shaky, but you insist on writing in English, it might do more harm than good if you're trying to build an income out of blogging, because the people who'll pay for your services will notice it. Write in BM, in Mandarin, etc, instead - there'll always be a market for bloggers in any language.

3. It's competitive if you're trying to earn an income from blogging. It takes time to build enough content on your site, to get noticed, and then to find a way to monetise your blog. Frankly, there are faster, better ways to make money - so if you're blogging, don't do it for profit. Do it primarily because you want to.

4. Content will help you get spotted. What you write needs to be distinctive. And authoritative, if possible.

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Case study: PaulTan.org• Automotive blogging since

2004

• Started Driven Communications 2008

• Produced 13-episode TV show Driven in 2010

• Other sites: Oto.my, InfoKereta.com, TechAttack.my

• Integrated marketing services, event management, video production, photography, social media management

• “Separates editorial from advertising”.

Paul Tan, automotive blogger to Driven Communications

Source: digitalnewsasia.com15

Five traits of successful social media stars

1. Consistent: They write, blog, shoot photos, videos everyday

2. Passionate: They really care about their subject matter

3. Focused: Once they find their audience, they become very focused on growing and driving that traffic and churning out compelling content

4. Patient: None of them enjoyed immediate success. They just kept at it until one day it turned into a business

5. Meet your fans: Go out there and be social (no matter how introverted you are)

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“In the past you were what you owned.

Now you are what you share,”

Charles Leadbeater

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I don’t know who you are.

I don’t know your company.

I don’t know your company’s

product.

I don’t know what your company

stands for.

I don’t know your company’s

customers.

I don’t know your company’s

record.

I don’t know your company’s

reputation.

Now – what was it you

wanted to sell me?Moral: Sales start before your

salesman calls…

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Google Quotient

• Findability: Can your brand name, product or service be found easily?

• Linkability: Are you linking out and being linked by others?

• Relevance: Are the search results relevant to your potential customers?

• Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?

Exercise: Benchmarking using

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Company A Company BWebsite visits

Facebook

Twitter

YouTube

Subscribers

CEO Twitter

followers

Useful apps: Tweetreach, Twittercounter, tweepdiff

Competitive intelligence: Unmetric

Owned, Paid and Earned Media

Owned Media – These are the content channels that you own. You create and control it. Eg: Your website, blog, social media pages.

Earned Media – This is the media that you’ve earned. Eg: Press coverage of your event, people voluntarily sharing your content or discussing about you online.

Paid Media – These are the third-party channel that you pay to leverage. Eg: Advertising, advertorials, sponsored content, Google Ads, native advertising

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Earned and owned: Most trusted

Nielsen Trust Study

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“In 2017, if you’re

not on a social

networking site,

you’re not on the

Internet.”

Twitter

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Cautionary tale: PR director gets fired over tweet

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Scott Monty, ex-Ford1. Always shows gratitude

2. Constantly corrects misinformation

3. Encourages conversation

CEO and founder of

Scott Monty Strategies,

@scottmonty, formerly

head of social media, @ford

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Frank Eliason

Brain+Trust Partners

@frankeliason, formerly

@comcastcares, @askciti

4. Problem solver: Fields customer

support issues, re-directs to right person

5. Always helpful and adding value

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Lee Aase, Mayo Clinic

Director, Social Media, Mayo

http://tinyurl.com/smugu

@leeaase, @mayoclinic

6. Health tips

7. Sharing patient, inspiring stories

8. Promoting radio shows, webcasts

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#NuggsforCarter

Caution: Hashtag Fail: #MyNYPD backfires

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Facebook

Facebook case study: Intel

• Turning followers into brand ambassadors

Source: Ekaterina Walter, Social Media Strategist, Intel

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Get to know your audience

Make it fun with quirky questions, games, polls

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Avoid automated updates*

• Frequent automated status updates makes your Page inhuman

• Facebook hides repeated updates in “Show Similar Posts”

• Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day

• Find a balance between “official” updates and being human and spontaneous

* Exceptions: Long weekend or going on leave or reaching customers in different

time zones. Do not post every tweet to FB, instead use Selective Tweets app and

#fb to cross-post relevant tweets.

Encourage shares, @mentions, show gratitude for sharing

• Use @<insert name of fan> to encourage interaction

• Use of photos and videos gets a lot of traffic

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Meet f2f: Offline engagement

• Organize tweetups, blogger meets and Facebook fan days or “meet the social media team”

• Invite fans for launches, roadshows, community projects, sponsored events, festivals

Provide house rules or moderation guidelines

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Celebrate milestones

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Facebook jumpstarters and ideas

1. Share other people’s posts that are in line with your brand values

2. Photos: Buy or commission original photos of your company’s premises, people. Drone it.

3. Go live: Expert hour or CEO answers question – blurb a day or two before when you are going live. Ask fans to post questions early. Use Facebook Live.

4. Do a regular lightning quiz and giveaway gifts

5. Run polls asking people what they think about a specific story or subject

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More post ideas

6. Have guest posts from analysts, industry experts, influencers

7. Hire a reporter, commission stories

8. Create infographics, work with graphic artists outsource content creation to Fiverr.com, Guru.com, Upwork.com

9. Video your own content: slice and serve

10.Get thematic: Fan Page Friday: highlight one fan every Friday, interview the person, Green Week, Throwback Thursday, History Month, use a unique hashtag

Tips on posting on events

• Pre-event: Blurb it with teaser photos or videos

• During event: Post live videos, updates.

• Post-event:

• Schedule three posts: Break up press release into headline+headline, quotable quote, formal/informal photo.

• Link each post to press release on your website.

• In album, post both formal and informal, fun shots

• Encourage comments in each post

• Tag people you know, even if a day or two later

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Facebook Tip

Facebook: Customised Status1. Go to Setting > Audience optimization for posts

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Instagram

Scotia Bank targets younger clients

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Instagram jumpstarters

• Showcase your products in a creative way

• Show how your product is made

• Go behind the scenes

• Give a sneak peek of an upcoming event, launch, new service

• Show off your employees, action shots sell

• Show off your office or the insides of individual cubicles or rooms or drone shots of your building

• Take audience with you on a trip

• Tie-up with Instagram celebs

Nike

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Starbucks

Tip: Instagram analytics

• Analytics: Iconosquare (free trial)

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Business Wire Case Study: Increasing ROI of your news release

More inbound traffic, social shares and sales.

https://trends.google.com/trends/explore

LINK: https://medialeaders.com/pr-best-practices-search-social-dgs5/

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Media room

• Keep it updated!

• Stop uploading in PDF

• Upload to your site first, then provide link in press release and all social media channels – close that time gap

• Provide assets that media can use: photo, video, infographics, slides

• Embed ability to share easily directly from your website to social media

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Social Media Press Release

http://www.shiftcomm.com/blog/social-media-press-release-2-0/

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Social Media News Room

http://pressroom.toyota.com/

http://pressroom.toyota.com/releases/toyota+visitors+center+mississippi+10+years.htm

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Module 4:

Social Media Crisis

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1. One bad interview can ruin your company’s reputation

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2. You are already a brand ambassador(so you need to know how to promote your company’s agenda 24/7/365 to the media)

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3

3. Perception matters -- media visibility affects the bottom line

Takata shares plunge as Honda drops supplier, may have caused four deaths

BP profits slump after

huge oil spill charge

Uber CEO Kalanick Caught on Video Arguing Over Fares

Jury Orders J&J to Pay $72M in Ovarian Cancer Talcum Powder Case

Volkswagen Shares Dive

on New Emissions Woes

Nestlé’s half-billion-dollar

loss in Maggi noodle

debacle in India

4. Speed matters

4

Timeline of crisis• United needed to make room on a full plane for four of its

employees.

• United selected four passengers and offered USD800

vouchers and a hotel stay.

• One selected passenger, Dr David Dao, who had paid

for his flight and was sitting on the plane, did not want to

give up his seat.

• Three security agents yanked the passenger out of his

seat and violently dragged him out of the plane.

• United CEO Oscar Muñoz issues statement describing

the incident as "re-accommodating" passengers and leak

email to staff called him “disruptive and belligerent.”

• Videos of assault of Dr Dao went viral7

5. Being professional matters

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5

Case study: Maxis

Timeline of crisis• March 9, 2016: Lowyat.net forum user posts that his friend

in Sabah was counter-offered a more attractive plan by

Maxis at reduced price when she tried to switch to Celcom

• Post goes viral on social media, Maxis customers vent

their anger of unfair treatment

• April 3: Maxis states offer is “exaggerated” and that

sometimes it has “special deals” to stimulate markets.

• Loyal Maxis customers feel shortchanged, start to port out

and document it on social media

• April 4: “Potong” Maxis page set up, gains 10K likes

• April 4: Robert Cumaraswamy posts analysis on Linkedin,

amplifying crisis

• April 6: Musician Russell Curtis posts breakup song on

Facebook

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People can form a group online very quickly to attack your brand

Online protesters are a creative lot

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Apr 8: Maxis apologizes, offers upgraded free data on Facebook Live

Beware the memes

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DefinitionsA crisis is an event or series of events which can severely damage the reputation of an organisation. It can interrupt normal workflow and threaten the organisation’s very existence.

Crisis communications is a responsible programme to minimize damage to a company’s reputation through active engagement and communications with employees, stakeholders, the public and the media

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Types of crises

• Financial: Bank run, hostile

takeover, government-forced

merger, sovereign defaults, stock

crash, bubbles, currency crises

• Corporate/legal: Lawsuits, anti-

trust, copyright infringement. Eg.

Microsoft.

• Brand terrorism: product

tampering, malicious rumours,

corporate espionage, hacking. Eg.

Tylenol.

• Medical: Mass hysteria, flu

outbreak, H1N1, SARS

• Natural disasters: Tsunami,

landslides, flash floods, freak

storms.

• Accidents: Vehicle crash, explosions,

careless handling of hazardous

material, fire

• Product/service failure: Product

recalls, faulty service. Eg. Firestone.

• Organizational misdeeds:

Management misconduct, deception,

financial fudging, stock manipulation,

kickbacks. Eg. Enron, Satyam, VW

• Workplace issues: Violence, sexual

harassment, discrimination

• Technological crises: eg: phishing

scam, skimming, systems crash, data

loss, software failure, blackouts. Eg.

KLSE crash.

• Confrontational: Boycotts, picketing,

sit-ins, strikes, blockade or occupation

of buildings

Types of crises

High business impact

Low business impact

Low probability High probability

Hostile takeover

Product incidents

Boycott

Class-action

lawsuit

Environmental

catastrophe Accident

on premises

Financial crisis Management

mistakes

Sabotage

Dismissals

Corruption

Sexual

harassment

Pressure group

actionsStrikes

IP copyright

infringement

RetrenchmentTrade sanctions

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Online detection

Example warning signs:• Rise in customer service

complaints online

• High criticism of services in social

media

• Negative sentiment of organisation

in online monitoring and tracking

tools

• Online media critical of inaction

• Unusual staff turnover, employee

discontent reflected in social

networks

• Infrastructure starting to break

down

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Being proactive

1. Have planned responses, holding

statements ready

2. Cultivate strong relationships with editors,

influencers

3. Keep employees informed: nip rumours in

the bud on one-to-one basis

4. Go public on your website with denial if

required

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Establishing your own social media listening posts

• Resources: Internally monitor keywords via search engines, alerts, dashboards, analytics

• Externally use an media monitoring agency to measure mentions, sentiment, manage social media channels, monitor keywords, competitors, issues

• Build relationships with key influencers by engaging with them online

• Build a social media response chart and assign staff to monitor and take action where necessary

• Get management buy-in, draw up social media policy and guidelines for staff engagement

Social media monitoring

and analytics• Google Analytics

• Facebook Insights

• Twitter Analytics

• Buffer

• Hootsuite

• Kissmetrics

• Go Googol

• Sprout Social

• Meltwater

• Quintly

• Klout

• Socialbakers

• Moz Pro

• Sysomos

• Isentia

Bonus: http://simplymeasured.com/freebies#/

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Map out social media response flow chart

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Managing community• Delete: Warn the poster, point to

guidelines, policy• Ignore: Does not require response,

responding may do more harm• Validate: Show gratitude, agree,

vouch for accuracy, add value to point made

• Escalate: Requires higher authority to act

• Re-direct: Poster’s grievance in wrong channel or directed at wrong person. Re-direct to right personnel

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• What happened?

• When and where did it happen?

• Who is dead, injured or affected?

• How did it happen?

• Has it happened before?

• What parties were involved?

• What are you doing about it?

• When will it be resolved?

• Who is in charge?

• What is the extent of damage?

• Why did it happen?

• Will it happen again?

• What was the ‘real’ cause?

• Who is responsible?

• Who is to blame?

What the media wants in a crisis

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Crisis Spokesperson: Regret, Reason, Remedy

1. REGRET: – Show genuine concern for victims, express regret,

apologize if necessary but be specific– Say what needs to be said to victims and their families– Who can the people affected call?

2. REASON:– 5Ws 1H. Just the facts, do NOT speculate on How and

Why. If you do not know say you don’t know – pending investigations

3. REMEDY:– What are you doing to fix it?– What resources have been allocated?– Is the environment secure now? Is the public still at risk?

Is it safe to go there?– How long is the remedial action going to take?– When can we hear from you again?

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When the media calls

1.“We know and here are the

facts.” (Holding statement)

2.“We don’t know everything at

this time. Here’s what we

know. We’ll find out more and

let you know by XX:00 time.”

3.“This is first we have heard of

it - but we’ll find out more and

get back to you.”

Note: Do not hang up or say

no comment!

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Tools for responding to media in a crisis

Traditional

• Holding statement

• Press release

• Fact sheet

• Q & A or F.A.Q.

• Press conference

• Memo or letter

• Advertisement

• One-on-one interview

• 24-hour hotline

Social media• Light up dark site

• Fill with hourly/daily updates on Facebook or Twitter

• Video on YouTube

• Set up a blog or feedback forum (*be prepared to monitor)

• Crowd-sourced survivor lists

• 5-digit SMS hotline

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Who does what in crisis communications

Crisis Management Team Leader:• Collect all relevant information and get it to

communications• In almost all circumstances, the incident

commander/crisis manager is main spokesperson on the ground

Communications:• Develop holding statements/Q&A/FAQ for use with

media• Get spokesperson prepared, rehearse statement.• Monitor news coverage• Develop internal communications strategy/materials.• Counsel the next course of actions for

communications

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– Within two hours• Holding statement• Update online media

(post content on dark site)• Inform staff

– Within six hours• Press statement• Press conference (if necessary)• Produce sound clip/ TV footage • Set up crisis hotline

– Within 24 hours• Arrange interviews • Gather third-party statements

– Within a few days• Detailed discussions with journalists• Personal discussions with media and key opinion leaders• Internal media• Place ads

All about speed

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Holding statement: eg. Fire• Provides the media with an initial statement of

facts that can be used immediately when crisis breaks

• Answer the four Ws: Who, What, When, Where.Explain WHAT the incident is. Identify WHO is involved, tell WHERE and WHEN the incident occurred, explain WHAT action is being taken to respond to the incident.

• Do not speculate on the How, How Much or Whyif you do not know the answer yet. When in doubt leave out.

• DO NOT disclose any names of dead or injured until next-of-kin is informed. (Reporters may get names from police or hospital. When you are ready to release names, appeal to media to respect the privacy of family and relatives in their time of bereavement.)

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Example: Holding statement

At approximately 9am today, April 9, 2017, a fire occurred at _____________.

All our employees evacuated the building safely. The local police and fire services were alerted and the situation is now contained.

Our immediate concerns are for the safety and well-being of our staff and the public and to minimize the impact to the surrounding area.

We will keep you updated as more details become available. (Please check our website/blog or call the hotline_____________)

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Follow-up statement• State whether fire is put out, any people injured

and surrounding community is secure.

• Show empathy, regret and appropriate concern for victims, their families and those affected.

• State that the safety and security of your customers and employees is always your highest priority.

• Name the agencies you are working with – eg. police, hospital, local council, fire department, hazmat, search and rescue, enforcement – who are responding to this incident.

• State whether investigations and related follow-up activities are on-going.

Case studies

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18

Case study: Worms in Lipton lemon green tea

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Case study: KFC employee attacks customer

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Social media amplifies crisis

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KFC statements

Feb 7, 2012 Feb 9, 2012

Feb 8, 2012

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Resolution

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Do the right thing!

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Case study: LRT danger

Group MD tweets1.19pm Nov 23

1.21pm Nov 23

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Facebook post Tweet @MyRapidKL

Re-tweet media tweets

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LRT 2012: Old pic from 2006

posted as new

1. Be ready to act

fast

2. Get ahead of the

rumour mill

3. Act appropriately

for each crisis

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“Woman dies in fire as BHP staff refuse to loan fire extinguisher”

Sara Mateoi, mother of dead student, Florina Joseph. –The Star

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Case study: BHP• Trapped 27-year-old student

Florina Joseph screams for help after crash with another car and lorry.

• Passer-by Teo Chai Hong races to nearby BHP to get a fire extinguisher.

• Two attendants refuse to open doors despite pleas and offer of identity card.

• Teo returns to scene to see student and car engulfed in flames.

• Teo posts his account online.

• Media picks up story after it spreads on social networks.

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Social media impacts brands

Facebook protest group

Boycott inHumane Petrol

picks up 8,000 likes in 22

days.

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Responses from BHP

1.BHP government relations manager Abdul Kaiyum: “Teo

was not acting calmly when asking for assistance. Neither

did they refer to their supervisor because it was past

midnight. The two of them previously had been attacked

and beaten up by assailants while on duty at the

station”June 3, 2010 Komunitikini

2."We regret this has happened. The incident took place at

3am. Thefts and robberies at service stations are common

during these hours. Thus staff at the service station were

only concerned and did not respond to the request as the

attendant could not see the accident which took place

some 300m away.” statement issued to Malay Mail, June

4, 2010.

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3.BHP managing director Tan Kim Thiam had

expressed regret over the incident, saying the

attendants had refused to open their doors because

robberies were common at that hour. “The staff were

concerned and did not respond to the request as

they could not see the accident,” said Tan, who

declined to comment further. The Star, June 5, 2010

4.“As the BHP staff could not see the accident, then a

misunderstanding occurred with Teo claiming the

staff refused to hand him a fire extinguisher,” said a

BHP spokesperson who declined to be named.

Malaysiakini, June 8, 2010

(Note: Cancelled a press conference on June 7, 2010)

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Exercise

In the four statements above what did BHP

lack in its first responses to the media?

1.

2.

3.

4.

5.

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BP: Leadership matters

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BP CEO’s Gaffes• May 3: “Well, it wasn't our accident...The drilling rig was a

Transocean drilling rig. It was their rig and their equipment

that failed, run by their people and their processes.”

• May 14: “The Gulf of Mexico is a very big ocean. The

amount of volume of oil and dispersant we are putting into it

is tiny in relation to the total water volume.”

• May 18: “I think the environmental impact of this disaster is

likely to be very, very modest.”

• May 30: “We're sorry for the massive disruption it's caused

their lives. There's no one who wants this over more than I

do. I would like my life back.”

• May 31: “The oil is on the surface. There aren't any plumes.”

(Scientists had video images to prove otherwise)

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The web community had already

hijacked the brand

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They found fault everywhere

BP crisis command centre posted on official website

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Original picture posted later

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Bloggers say it was “photoshopped”

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Dell laptop explodes at Japanese conference

By INQUIRER.net newsdesk: Wednesday 21 June 2006

An Inquirer reader attending a conference in Japan sat just feet away from a laptop computer that suddenly exploded into flames, in what could have been a deadly accident.

Gaston, our astonished reader reports: "The damn thing was on fire and produced several explosions for more than five minutes"…

For the record, this is a Dell machine," notes Gaston. "It is only a matter of time until such an incident breaks out on a plane," he suggests.

Our witness managed to catch all the action in these amazing pictures….

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61

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Good news, get it out fast

Bad news, get it out faster!*

(*Caveat: Information is verified)

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Dell to recall 4m laptop batteriesCNET News.com,August 14, 2006

Dell and the U.S. Consumer Product Safety Commission plan to recall 4.1 million notebook batteries on Tuesday, a company representative confirmed.

The recall affects certain Inspiron, Latitude and Precision mobile workstations shipped between April 2004 and July 18, 2006. Sony manufactured the batteries that are being recalled, the representative said.

This looks like the largest battery recall in the history of the electronics industry, said Roger Kay, an analyst with Endpoint Technologies Associates. "The scale of it is phenomenal."

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Sony delays response, crisis lingers in public eye…

•Aug 15, 06: Dell recalls 4.1m batteries

•Aug 24, 06: Apple recalls 1.8m batteries

•Sept 15, 06: Virgin Atlantic, Qantas and Korean Air

ban use of Dell and Apple laptops on board its planes,

unless the battery removed

•Sept 28, 06:Lenovo/IBM: 526,000 batteries

•Sept 29, 06:Dell increases recall to 4.2m

•Sept 29, 06:Toshiba recalls 830,000 batteries

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ThinkPad explodes in LAX airport, posting on Gizmodo.com, Sept 16

“So we're waiting for a flight in the United lounge at LAX, this

guy comes running the wrong way, pushing other passengers

out of the way and quickly drops his laptop on the floor. The

thing immediately flares up like a giant firework for about 15

seconds, then catches fire….”

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Charred remains of IBM notebook on terminal floor

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Crisis escalates and spreads online

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Sony finally responds…

Sept 30, 2006: Sony finally announces global recall of 9.6 million PC batteries. The recall and replacement would cost as much as 50 billion yen (about US$423 million)….

…but profit plunges 94 percent for

July-Sept quarter

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Dell’s Response• Determines cause – battery supplier,

executes costly remedial action with safety in

mind.

• Liaises with authority: Works with U.S.

Consumer Product Safety Commission to

announce global recall of 4.1 million laptop

batteries.

• Used website: Sets up recall website for

customers to check affected units.

• Assures safety: Guarantees replacement

batteries are safe.

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'Alien' substance caused Dell notebook battery to ignite

By Julian Matthews, ZDNet Asia October 23, 2000.

KUALA LUMPUR – An 'alien' substance was mixed into the production process of the battery that caused a Dell customer's notebook to burst into flames and prompted a recall last week.

"As a result of analysis, we defined the cause of the short circuit that occurred in one cell was due to mixing of an alien substance at one production process," said Yoshiyuki Arikawa, a spokesperson of battery-supplier Soft Energy Company, a unit of Japanese consumer giant Sanyo Electric Co Ltd.

In the e-mail response to ZDNet Asia, Arikawa did not define what the 'alien' substance could be or how it entered the production process…

Arikawa added, "The defect rate should be very small since it’s a specific occasion and (went through) normal inspection process after. The defect is limited only to the 27,000-set lot to Dell."

Dell Computer recalled the 27,000 batteries with a promise to replace them free of charge….

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Sony execs’ bow not deep enough?

“We want to put this

behind us. I take this

problem seriously and

I want to finish the

replacement program

as quickly as possible

for the sake of our

users and corporate

customers,”Corporate Executive Officer

Yutaka Nakagawa, Oct 24,

2006

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Social Media Listening Command Center

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CIMB and Maxis: One-to-one customer complaint resolution

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Crisis communications reactions

POOR

Defensive – take it personally

Decline to comment

Deny or lie

Deflect – taichi, play blame game

Downplay

BETTERAccept – that it has

happened

Acknowledge – to those affected, media, public

Assure – show you care, calm fears

Apologize (if you have to) and be specific, express regret, suggest remedy

ACT – assess your allies, plan your action, act out your plan

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Opportunities in a crisis: What the media can do for you

• Help spread information to the public quickly– Tell your side of the story, show you care

– Repudiate and get ahead of the rumour mill

– Reassure or calm the public

– Reinforce alerts, warnings, cautions

• Disseminate appeals for– witnesses, feedback or volunteers

• Educate the public on the issue– Gain empathy for your cause

– Show you are good corporate citizen

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Best pro-active practices: Social media and crisis comms

1. Formulate a crisis communications plan that incorporates social media, update regularly

2. Role-play crisis scenarios with reactions from social media

3. Train staff on crisis communications with social media elements in simulation, use online tracking tools

4. Meet and cultivate the media, first responders through social media

5. Engage and connect with both on-the-ground communities and online community, use online tracking tools

Summary

• Social-media savvy activists, detractors, brand terrorists can easily organize against your brand

• Your messaging must be consistent – internally, externally, online and offline. But you can no longer control the conversations and reactions.

• Transparency, Integrity, Accountability: The virtues of corporate governance must be embraced – all across the board

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Module 5:

Strategy

Building the community

2

Determine where you are today

Level 0: Near-zero use of social media

Level 1: Passive integration

Level 2: Limited integration, some

commitment

Level 3: Committed to strategy, integration,

training

Level 4: Full turnaround, seamless

integration

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3

Level 0

No social media strategy, planning, training

• Management sees social media as time-wasting,

unproductive and not aligned to business goals.

• All employees are banned from use of social media

during office hours.

• Employees steal time to view social media feeds via

smartphones or “illegal” access on office PCs.

• All communication still relying on traditional means.

• Rivals start implementing social media tactics and

start showing results.

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Level 1: 90 degrees

Passive integration • Management allowed access to social media but still

views social media with suspicion or as a passing fad. Does not see integration as important to business goals.

• Employees are allowed to implement social media tactics on their own, with little or no management support or direction.

• A marketing or communications exec may collaborate with an ad agency or outside consultant on a single project.

• An occasional deal struck whereby social media elements are introduced in an important event or activity – product launch, promo or contest.

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5

Level 2: 180 degrees

Limited commitment, some integration•Management curious about benefits and integration process, but still without a defined strategy, budget, timetable and training process

•Employees experiment with social media, some training available, social media policy adopted

•A social media lead may be appointed at junior level in some departments

•Communication and marketing teams see clear benefits and integrates social media in planning but still working in silos

•Social media integration starting to be planned in advance rather than as an afterthought

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Level 3: 270 degrees

Commitment to social mediastrategy, integration and training

• Social media integration under implementation.• Appointment of social business-savvy director at board

level. Management team have budgetary and managerial power for social media integration, and a social media lead for the integration process.

• Full commitment to ongoing training required for social media integration in production, management, communication, marketing, sales, human resources and innovation.

• Social media strategy rolled out through cross-functional, multi-department teams.

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Level 4: 360 degrees

Full turnaround, seamless integration• Employees and management not learning about

social media, they are living it. No distinction among new or old staff in social media-savviness.

• Company transformed into a “social business engine.”

• Processes in place where social media is a primary source of revenue-generation.

• Management decisions flow from a social media perspective, all business processes are fully integrated with social media platforms and channels.

• All internal and external communication is rich with community elements; constant feedback loop; transparent and accountable processes in place.

Engagement: Richness and reach

REACH

RICHNESS

Strong potential to explode

- Devoted social team, tight

community

- Seeding conversations,

adding value

- Risk-averse, conservative

and not open to new ideas

Social media giveaways

- Running contests,

campaigns that may not

reflect your brand values

- Easily forgotten

- If badly executed can do

damage to your reputation

- Flashy, bells and whistles

but no real tangible ROI

Social media complacency

- No resources devoted to

actually connect with

audience

- Ignore online complaints

and feedback

- Poor response times

Real connection with real

people

- Followers are brand

ambassadors

- Your community will defend

you in times of crisis

- Listen, connect, add value

and measure engagement

- Take engagement seriously

5

Definitions in metrics

• Hits

• Pageviews/ Impressions

• Unique visitors

• Timespent

• Bounce rate

• PPC, CPC, CPM

• CPA

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Google AdWords

• AdWords is Google's flagship advertising

product, and main source of revenue.

• AdWords offers pay-per-click (PPC)

advertising, and site-targeted advertising

for both text and banner ads.

• Google's text ads are short, consisting of

one title line and two content text lines.

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Google AdSense

• Website publishers can earn a portion of

the ad revenue for placing Google-

administered text and image ads on their

sites or blogs.

• The ads generate revenue on a per-click

basis.

• Google utilizes its search technology to

serve ads based on website content, the

user's geographical location, and other

factors.

12

Search Engine Optimization

• The process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search.

Organic

PaidPaid

X

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13

Google Analytics• Tracks and generates detailed statistics about visitors to a site.

• Used to optimize AdWords campaigns by analysis of where

the visitors came from, how long they stayed, their

geographical position and where exactly visitors click on the

site.

Facebook Insights

• Helps you analyze what’s happening on

your Facebook Page so you can monitor

key metrics, get insights about your Page’s

visitors, and increase connections and

interactions.

• Understand the performance of your Page

• Learn which content resonate with your

audience: clicks, likes, comments, shares

• Optimize how you publish to your audience

so that people will share your content14

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Monitor key metrics

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Social media: strategic planning

1.Objectives = the broad goals and the

measurable steps to achieve them

2.Identify key target audiences, platforms

3.Tactics = the activities, apps, tools,

channels you will use, including offline

activities

4.Resources: internal, external

5.Budget

6.Metrics, KPIs, success criteria

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1a. Objectives: Examples

• Improve internal

communication

• Improve external

communication with

media, vendors,

suppliers, partners

• Connect and engage

with present customers

where they are

• Increase customers,

generate leads, drive

sales

• Reach and educate

new customers

• Build awareness of

products and services

• Humanize brand,

service, management

team

• Establish thought

leadership, become

subject matter expert,

go-to industry

spokesperson

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1b. Objectives: Specifics

Example: Improve external

communications with the media

– Challenges: Media lacks information

about our products and services, technical

expertise to cover event

– Execution: Set up a closed group to reach

specific reporters to connect informally,

educate and inform them about new

products and services that may result in

stories in media

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2. Identify key audiences, platforms

• Objective: Connect and engage with

present customers where they are.

– Challenge: Unaware of which social networks

customers are using and what they are saying

– Execution:

• Run a survey of present customer base

• Listen and monitor conversations

• Follow product ‘keywords’

• Determine content shared in which platforms

• Identify critics, rivals

• Identify gaps in which you can add value

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Spectators/Watchers

Sharers

Commenters

Producers

Curators

Engagement pyramid

Source: Open Leadership, Charlene Li

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Advocacy: Help the fanbase

Fanboy/girls: People who

help promote your brand or

product or service online

because they like it.

“Help them help you.”

Ideas: Blogger/Facebook fan outreach

programme. Provide content they can use,

link, share, mashup, send to others.Eg:

videos, widgets, free fun apps, games, prizes

for their readers.

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3. Tactics and methods

• Choose platform: Blogging, Facebook,

Twitter, Pinterest, Instagran, YouTube

• Apps or tools: Free or custom-built

• What activities?

– Contests, conferences, events, concerts

themed monthly features, video uploads,

community activities

• Offline activities:

– Outreach programmes, tweetups,

exclusive giveaways for loyal customers,

community gatherings

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3. Tactics: ExamplesPlatform Description Objectives

Internal blogMultiple individual/group

blogs

Gauge social media talent:

For employees and interns

only

Internal forums Technology discussionsBetter communication, support

for customers

LinkedIn Business networking

Engagement: Make

employees, partners, suppliers

upload profiles, start a group

Facebook Group Collaborative publishing

Improve knowledge database

– open to employees,

partners, customers, students

Facebook PageShowcasing new products,

services, launches, eventsEngagement with advocates

Twitter Microblogging, openEngagement, brand

awareness, media relations

YouTube CEO’s speeches, talksPromote CEO thought

leadership, start conversations

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4. Resources: Internal, external

•What can the company handle?

•What resources can we dedicate

in terms of people, tech, etc?

•Accept that staff, customers may

be critical or negative.

• If the company’s culture is top-

down, command-and-control,

you need to break mold by

seeking third-party expert help.

•Third-party may not have share

authentic voice of company

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Internal resources: The rollout

• Fail fast: People will appreciate transparency. Don’t fear

failures - first time you screw up, try again.

• Lobby: Personal motivations matter: eg: if there’s someone

wanting a promotion approach them individually. Get them

on board and to champion project early so they can claim

benefit later on. It’s all lobbying skills.

• Champion: Champions come from all depts. Age is not an

issue. Just because someone is young doesn’t mean he/her

is innately ‘digital.’• Skeptics: Get some pessimists and skeptics

on board. Give them the tools, learn from

their criticisms.

26

Scenario 2: SWAT team: Get a small

team sneakily doing something and rack up

some small wins. (This method can backfire

though. Eg: A page that attracts attacks.)

4. Resources: scenariosScenario 1: Corporate-wide awareness

training: Drum up support for social media, identify

talent, bring in trainers, speakers.

Scenario 3: Start small with a few

external committed bloggers, social

networkers and tweeters and roll out

wider if necessary.

NOTE: Document successes and failures

and lessons from above.

14

27

5. Budget

• Agency costs

• Custom-built apps

• Web design

• Additional internal staff

• External freelancers: bloggers, writers,

photographers, videographers, designers

• Prizes and giveaways

• Sponsorship for events

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6. Metrics, KPIs, success criteria

• You cannot improve what you don’t

measure

• Quantitative and qualitive metrics

• Set up monitoring tools to measure

downloads, views, followers, likes,

engagement, sentiment

• Don’t be afraid to set high numbers,

ambitious goals to grow community

• Constantly challenge the team

15

Measure sentiment

• Presence: Followers, fans, mentions, likes, reactions,

reach, inbound links, blog subscribers

• Engagement: Retweets, social shares, comments,

referral traffic

• Influence: Share of voice, net promoter (vs

detractor), sentiment, number of influencers, post

reach, potential reach, video views

• Action and ROI: Conversions, click-thru-rate, sales

revs, issues resolved, costs per lead, lead conversion

rate, customer lifetime value

Source: https://blog.hootsuite.com/social-

media-kpis-key-performance-indicators/

30

On management buy-in

ROI: There is no silver bullet to building a

business case• The 1st question is often ‘How can this make money?’ but it

should be ‘How can we help our customers?’

• Evaluate the cost to achieve the same by traditional means

ie: print advertising, marketing, support and IT dept costs.

• Justification: “If we don’t, our competitors will take market

share.”

• Financial Dept: Give them the numbers.

• HR: Talk about staff retention.

• IT: Talk about leverage to buy new toys.

• Legal: Aim of legal dept is to reduce risk to zero. Businesses

work by taking and managing risks.

• Executive buy-in will expedite the financial, legal, HR teams

getting on board.

16

31

Social media policy: example

•Use common sense (don’t piss off

your boss)

•Do not post entries that are

personal attacks or culturally

sensitive or religiously offensive

•Do not discuss unreleased

products and features

•Post a standard company

disclaimer on your blog, profile

page and disclose affiliation to

company or specific projects

•If you post all or parts of an

internal email, conceal the names

of the sender and recipients

• When expressing an opinion,

emphasize that you speak only for

yourself, beginning a sentence

with "IMHO"

• If you doubt the appropriateness

of a post, ask a peer what they

think and then read it again the

next day as if it were headline in a

newspaper.

• Do not post too much noise (ie:

inane accounts of your boredom

with life)

• Respect the platform, be an adult

• Keep it friendly, and have fun

• Be wary of copyright issuesEG: http://channel9.msdn.com/About/

http://womma.org/blogger/read

http://www.intel.com/sites/sitewide/en_US/social-media.htm

32

Dealing with the trolls

Source: Forrester Research

17

33

Signs of success… on Google

When company or brand is Googled: Leads me to company website, Facebook page, Twitter

account, official blog, other owned media or staff’s social

media pages

Leads to news stories, active discussions and commentary

on social media sites on issues related to company

Does not lead to something controversial or negative,

(unless a lesson to be learnt)

When staff are individually Googled: Doesn’t come up blank

Leads me to their online blog, webpage or social media

profiles

Your profile is connected to your company

34

Signs of success on blogs

They have interesting things to say about your CEO, your

company, products, services and your industry

They share and link regularly to interesting ideas, stories and

posts from your official accounts

They provide glimpses into how you are humanizing your

brand for them

They do not bad-mouth your company or staff (caveat: unless

there is a lesson worth learning)

They seem genuine and honest in their opinions of your front-

facing staff, company, brand, products, services

Adapted from Boris Epstein, CEO and Founder

of BINC

18

35

Signs that your social media

strategy is working on Twitter

You often find positive tweets about your

company, many re-tweets of your posts

Your replies are viewed positively and seem

genuine and authentic

Your official account is growing steadily and as

a diverse set of followers

You keep a healthy balance between personal

and professional tweets

You engage in discussions related to your

business and seem to be an authority in your

field

36

Signs your community is

working on Facebook

Community is responding well to your regular

updates with increased Likes, Shares, Comments

Fans sign up on your Events fast

Fans leave comments and show genuine interest

in wanting to engage with brand and admins

Fans are enthused and constantly finding new

content to keep conversations fresh.

Fans find updates relevant to their profession and

industry

19

37

Signs of success on LinkedIn

Users in your group have complete profiles

They make genuine recommendations

about peers, managers and colleagues

They voluntarily answer questions

They are linking to their employer, blog and

other projects of interest.

They are participating and getting involved

discussion in the community.

2017 and beyond1. It’s early days yet… go for it.

2. Be a sponge: Learn as much as you can, all day, everyday, from anyone.

3. Begin with the end in mind: Plan how you will integrate your new skills with workflow immediately. Have incentives and rewards in place.

4. There are no shortcuts: Building online communities around social content takes time; your entire team AND your community needs to be behind you.

5. Expect to fail: It is still a period of experimentation so try, fail, try, fail, try, fail, try again.

6. You will get better at it.

7. People will care, if you care.

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39

Air Force Public Affairs Agency - Emerging Technology Division

Air Force Web Posting Response Assessment V.2

FINAL EVALUATIONWrite response for current

circumstances only.Will you respond?

MONITOR ONLYAvoid responding to

specific posts, monitor the site for relevant

information and comments. Notify HQ.

FIX THE FACTSDo you wish to respond with factual information

directly on the comment board?

(See Response Considerations)

RESTORATIONDo you wish to rectify the situation and act upon a reasonable

solution?(See Response

Considerations)

“TROLLS”Is this a site dedicated to

bashing and degrading others?

“RAGER”Is the posting a rant, rage, joke

or satirical in nature?

“MISGUIDED”Are there erroneous facts

in the posting?

“UNHAPPY CUSTOMER” Is the posting a result of a

negative experience?

NO YES

YES

YES

NO

NO

NO

TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE

Disclose your Air Force

connection.

Cite your sources by including

hyperlinks, video, images or other

references.

Take time to create good responses. Don’t rush.

Respond in a tone that reflects

highly on the rich heritage of the

Air Force.

Focus on the most used sites related to the

Air Force.

RESPONSE CONSIDERATIONS

SHARE SUCCESSDo you wish to proactively share

your story and your mission? (See Response Considerations)

YES

YES

YES

Has someone discovered a post about the organization?

Is it positive or balanced?

Web Posting

NO

Let StandLet the post stand -- no response.

CONCURRENCEA factual and well cited response, which may agree or disagree with

the post, yet is not factually erroneous, a rant or rage, bashing

or negative in nature.

You can concur with the post, let stand or provide a positive review.

Do you want to respond?

Contact Information

Phone: 703-696-1158E-mail: afbluetube@gmail.com

NO

DISCOVERY

Evaluate

Respond

YES YES

YES

SOCIAL MEDIA CRISIS: LEVELS AND RESPONSES

LEVEL CRISIS CHARACTERISTICS RESPONSES

• Management have been detained, resigned or left

country.

• Intense scrutiny of media has caused complete

business disruption.

5

BLACKOUT

• Crisis has reached a point where any engagement

with the media will worsen situation.

• No recommended response until new

leadership is appointed.

• Media have immediate and urgent need for

information about the crisis, fatalities, injured,

missing.

• CEO/spokesperson may need to hold

press conference and provide statement

of empathy/caring for fatalities, injured,

missing or inconvenienced and their kin.

Acknowledge failures, be transparent

with action plan.

• One or more groups or individuals express anger or

outrage through rally, boycott or protest.

Community and stakeholders voice concerns.

4As: 1. Assure: calm fears, show you care,

2. Accept & Acknowledge 3. Apologize:

(But only if you have to) and be specific

4. Act – fix it.

• Broadcast, print media appear on-site for live

coverage.

• On-site spokesperson provided with

messaging. Record and edit interview for

social media channels.

4

HIGHLY

INTENSE

• Social media rife with theories and rumours. • Respond in kind for specific social media

channels. Correct inaccuracies. Be

consistent in messaging on all media.

• Crisis causes growing attention from local media.

Online media sites post reports.

• Respond with online press statement

and timely updates on social media

channels. Speak to editors to bargain for

time, if required.

• Media contacts non-staff for information about the

crisis.

• Get ahead of rumour mill with accurate

messaging. Monitor social media

channels and respond appropriately.

• Stakeholders, service providers and community

partners need updates.

• Provide consistent external and internal

messaging.

3

INTENSE

• Affected and potentially affected parties are likely to

talk to the media.

• Provide affected parties with satisfactory

resolution.

• Situation/crisis may/may not have occurred; it is

attracting slow, but steady online media coverage.

• Monitor closely, prepare holding

statement. Dispel rumours, if any.

• External stakeholders receive media inquiries. • Provide facts and consistent messaging.

2

MODERATE • The public at large is aware of the situation/event

and it is attracting a little attention online.

• Calm fears, neutralize anxiety with

appropriate online responses.

• Situation/crisis attracts little or no attention.

Commenter/blogger has few followers.

• Can ignore but provide guidelines

reminder to commenter/blogger, if

required.

• No media enquiries are received. • No response required.

1

NEUTRAL

• Public is virtually unaware of situation/crisis. • Monitor for eruptions.

• Positive comments and feedback. • Say thank you, show gratitude publicly. 0

ALL GOOD • Community is self-policing, respectful. • Doesn’t require stringent monitoring.

1

Social Media Strategy – template This guide covers all the elements necessary for pulling together your strategy such as: setting objectives, agreeing on principles, developing messages and branding, prioritising audiences, choosing channels and platforms, planning activities, estimating time, estimating budget and evaluating success.

1. Objectives of Social Media Campaign A very a short summary/statement of the programme/campaign You do not need to restate the full objectives of the programme itself. It is important to remember that we are already aware of these. This should be the publicity 'pitch' for the programme – concise, clear, engaging and user friendly.

2. Communications objectives, principles and key messages A clear detailed statement of the objectives in communicating the principles underpinning this strategy and your key messages. These should be aligned with the objectives of the programme/campaign.

2

3. Key Audiences Who are you communicating with – a detailed description of your key audience and target user groups. What are your priorities? Include what they already may know about you. What do you think they should know? And do break down the users into sub-categories and add engagement already made, if any on current social networks.

3

4. Target audience ranked by importance

Preferred/appropriate channel of communication

How are you going to communicate, what is the most appropriate channel – blogging, social networks, microblogging, photo-sharing, video-sharing, mobile networks, gaming platforms. Consider offline ways you may want to engage as well: a newsletter, a large conference, networking lunch, workshop, an evening outreach reception, promotional literature, regional seminars? You will probably have several channels that are appropriate

4

5. Achieving your objectives – working project plan Full details of all the relevant communications activities developed into a working project plan with deadlines and responsibilities. Remember to include key milestones and review dates, think carefully about cost, include staff and consultants, also how will you evaluate success? Below are some suggested groupings, the table is led by activity but you may well want to have one for each year of activity. Social Media Communications plans are living documents and will need regular reviewing and updating.

Activity Budget /resources

Deadline/timeframe Success criteria

Identity/Branding

Subtotal

Internal communication

Subtotal

Media relations

Subtotal

Marketing

Subtotal

Publicity materials

5

Subtotal

Events

Subtotal

Website design

Subtotal

Total

6. Evaluating Success How will you know if you have succeeded and met your objectives? How are you going to evaluate your success, what performance indicators and evaluating measures will you use. Break it up into quantitative (eg: Page views, Number of comments, Downloads, Followers, Fans, Embeds, Mentions, Trackbacks, Number of RT, savings in support costs) or qualitative: (Were comments, positive/negative/neutral? Did we learn something about our customers that we didn’t know before? Did our customers learn something about us? Were we able to engage our customers in new conversations?)

Day/Week/Month Platform 1 Platform 2 Platform 3 Platform 4

Pageviews

Unique Visitors

Average timespent

No. of Downloads

No. of Embeds

No. of Comments

No. of Followers

No. of Following

No. of Fans

No. of Likes