Social Story

Jeroen van Seeters, Hill + Knowlton

October 3, 2012

PR en reputatie

The CEO Agenda

1. Unpredictability of government regulations and their impact on my bottom line

2. China and the game-changing dynamics it introduces in terms of Intellectual Property and economic competition/currency competition in general

3. The war for talent

4. Technological disruption of business models

5. Mass disintermediation of traditional institutions by social networks and social media – the power of the public

6. Beyond these – Things That Are Out Of My Control and Represent Massive Blind Spots to Me as CEO

Source: Michael Cappellas, Chairman Virtual Computing Environment Company 2012 US CEO Summit Survey

Essentie van PR en Reputatie – daaraan

is niets veranderd – een goed verhaal,

vaardige verteller met een mandaat en

kunnen/willen luisteren

Reputatie – het moet wel kloppen…

verhaal

Verhaal

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5

verteller

Verteller

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6

Mandaat

Mandaat

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7

Motief

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8

Corporate marketing

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9

Research – niet laten verrassen…

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10

Maar…we reageren anders…

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11

“ze praten terug!”

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“ze hebben een verkeerd beeld!”

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“ze klikken!”

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“je kan het overal terugvinden!”

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“ze willen niet luisteren!”

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“het zijn er zoveel!”

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“make it go away!”

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“ik kan niets met de wetten

van internet”

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“leuk regeert”

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Offense: making money (for a short while)

•On day one :

•5.9 million Youtube views

• 2700% more Twitter followers

• 800% more Facebook fans

• Traffic to old Spice.com

increased 300%

• More than 1.4 billion

impressions of the campaign

have been made

• Sales up 107%

http://www.youtube.com/watch?v=e66XKxT8yDY

“Stadhuisplein en schavot”

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22

Defense: social media crisis David Brandon (CEO Dominos Pizza) Q2 2009 Earnings: “Unfortunately we

experienced a short term hit to sales primarily in the weeks following the incident that

we estimate cost us between 1% and 2% in domestic same store sales for the

quarter. So while this impeded our second quarter same store sales progress, we think

we are past this unfortunate event and we believe it will not have a lasting negative

impact on the overall image of our brand.”

http://www.youtube.com/watch?v=OhBmWxQp

edI

Share price effect?

“ what can we learn from any of this? Firstly, attention-

grabbing headlines aren’t always what they appear.

Secondly, in the few case studies I’ve covered (which is

clearly nothing like enough to draw out a pattern), the

only constant in all the cases is a single-figure

percentage point drop during the first week of the social

media storm; certainly painful, but not necessarily

disastrous.”

http://www.customerthink.com/blog/lies_lies_and_damm

ed_statistics_do_social_media_storms_really_affect_a_s

tock_price

ROI?

Our Answer: the cautious walk

1. Issue Tracking and Analysis - Daily insights

- Dashboard and benchmarking

- Analysis and recommendation

2. Moderated Community - Generate content

- Acquire feedback

- Stimulate conversation

3. Webcare & Active outreach - Online messaging (mandate)

- Online spokesmanship (training)

- Social Media simulation (practice)

(Making Business out of Social

Media)

- NO. Hill+Knowlton Strategies will always walk

the Corporate walk

Value Protect

4. S

ocia

l M

edia

Str

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gy

-S

ocia

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edia

Str

ate

gy F

unnel

-C

en

tre

of E

xce

llen

ce

5. O

nlin

e C

risis

Ma

nagem

ent

-S

ocia

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dia

Me

ssa

gin

g a

nd

Esca

latio

n

-S

ocia

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Ou

trea

ch E

xe

cu

tion

SMM best-practice

1. Establish clear, agreed upon marketing goals

2. Organize your metrics into a logical framework

3. Identify specific metrics to go into each bucket

4. Design a ‘test and control’ (A/B) approach

5. Determine a dollar value for customers who

opt-in to engage with your brand

6. Consider the cost savings in market research

7. Build system for measuring 360-degree view

Point of View #4

For every Case with Impact –

there must be thousands

without...

Share price effect?

“ what can we learn from any of this? Firstly, attention-

grabbing headlines aren’t always what they appear.

Secondly, in the few case studies I’ve covered (which is

clearly nothing like enough to draw out a pattern), the

only constant in all the cases is a single-figure

percentage point drop during the first week of the social

media storm; certainly painful, but not necessarily

disastrous.”

http://www.customerthink.com/blog/lies_lies_and_damm

ed_statistics_do_social_media_storms_really_affect_a_s

tock_price

Reputatie beschermen.

Fouten voorkomen

Rol van online/social in crisis en issue

Het moet wel kloppen

Angst en beven

10/3/2012

30

Essentie van PR en Reputatie – daaraan

is niets veranderd – een goed verhaal,

vaardige verteller met een mandaat en

kunnen/willen luisteren

En daarmee is cirkel rond

October 3, 2012

Jeroen van Seeters

Vragen?

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