Build it before you need it -Social@Scale: Crisis Management
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Transcript of Build it before you need it -Social@Scale: Crisis Management
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CREATE AND SUSTAIN SOLID RELATIONSHIPS (WITH NEW AND TRADITIONAL MEDIA)
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MEET MICHELE
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AND MICHELE WORKS FOR DELTA
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BRAND DISASTERS
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BRAND DISASTERS
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B2B ISN’T IMMUNE
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THE RELATIONSHIP BUILDING CHALLENGE
CommunitySocial Media Firestorms
Attention Economy
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IT’S AN ATTENTION ECONOMY
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EVERY 7 SECONDS
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BUILD IT BEFORE YOU NEED IT
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TRUST
Widely admired leadership
Financial returns
Innovator
Good corporate citizen
Prices fairly
Communicates frequently
Treats employees well
Transparent and honest business practices
Company I can trust
High quality products or services
0 10 20 30 40 50 60 70 80
39
39
46
51
55
55
63
65
65
69
Source: Edelman Trust Barometer, 2011
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YOUR ADVOCATES CAN HELP…IF YOU’VE EARNED IT
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SO, HERE’S HOW WE ARE GOING TO DO IT
IN 10 MINUTES PER DAY
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WHAT’S THE MOVEMENT YOU WANT TO START?
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AUTONOMY
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MASTERY
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PURPOSE
“We make this product SO THAT…”
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AND HERE’S HOW TO START IT…
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BE THE CONNECTOR
Metcalfe’s Law: The Power of the Tool
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BE THE CONNECTOR
Reed’s Law: The Power of You
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REED’S LAW: CONNECT PEOPLE AROUND THAT MOVEMENT
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OVERWHELMED BY CHOICE
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BE THE FILTER
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STORIES, NOT BULLET POINTS
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02468
1012141618
Pakistan Flood Aid
Funds NeededFunds Raised
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THE SUCCESS CRITERIA
S Simple
U Unexpected
C Concrete
C Credible
E Emotional
S StoryS
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STORIES, NOT BULLET POINTS
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FIND THE INHERENT DRAMA
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IN A NEWSLETTER….
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AN OUT-OF-OFFICE MESSAGE
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EVEN A BUSINESS CARD…
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DON’T TELL ME YOU CAN’T…
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PARTICIPATE IN A RELEVANT WAY
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ONE OFFS THAT ARE WOM-WORTHY
Write 1 LinkedIn
Testimonial Per Week
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ACTIVITIES AT WORK
Be the
Trust
Filter
Stories
Not Bullet
PointsBe the
Connector
Participate
in a
Relevant
Way
One Offs
that are
WOM-
Worthy
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LET ME SHOW YOU HOW WE DO IT
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LET ME SHOW YOU HOW WE DO IT
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Day Audience ConnectionsActual
Connections Goal
Relevant Participation
Relevant Participation Goal
Monday Clients 3 5 5 10
Tuesday Prospects 4 5 6 10
Wednesday Analysts/Influencers 2 5 7 10
Thursday Clients 4 5 4 10
Friday Press/Bloggers 2 5 8 10
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LET ME SHOW YOU HOW WE DO IT
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Identify People by Location/Interest@jer979 @sprinklr#RaganPRsummit
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LET ME SHOW YOU HOW WE DO IT
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Profile People Based On Interaction@jer979 @sprinklr#RaganPRsummit
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LET ME SHOW YOU HOW WE DO IT
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Look at Interaction History@jer979 @sprinklr#RaganPRsummit
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METRICS
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Response & Amplification@jer979 @sprinklr#RaganPRsummit
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YOU CAN DO IT!
> 30,000 Notes
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Jeremy EpsteinVP/Marketing & Mega-EvangelistE: [email protected]: +1-202-370-1431
THANK YOU!
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