The communications evolutionDoug Lacombe, MBA

President, Communicatto Inc.

© 2012 communicatto, a social media agency

Media’s evolving, is your media mix?

© 2012 communicatto, a social media agency

The new media mix

© 2012 communicatto, a social media agency

Hub and spoke publishing, own your platform

© 2012 communicatto, a social media agency

Are you visible to search?

© 2012 communicatto, a social media agency

© 2012 communicatto, a social media agency

© 2012 communicatto, a social media agency

© 2012 communicatto, a social media agency

© 2012 communicatto, a social media agency

education

observation

broadcast

participation

relationships

collaboration

social media experience

1-way → 2-way

take value → add value

Social media adoption curve

© 2012 communicatto, a social media agency

Taking flight

© 2012 communicatto, a social media agency

• Pre-flight

• Flight crew

• Flight plan

• Watching your instruments

• Maintain contact with air traffic control

• Land

• Debrief

• Refuel

• Do it again

Planning your flight

© 2012 communicatto, a social media agency

• Brand – protect it NOW

• Understand – educate executives, develop skills, comfort

• Monitoring – can’t fly without radar

• Policy – who can tweet what, where and why

Pre-flight checklist - BUMP

© 2012 communicatto, a social media agency

• People

• Access

• Secrets

• Tone

• Real job

• Identity

• Consequences

• Existing policy

Flight rules

© 2012 communicatto, a social media agency

• Situation

• Objectives

• Audience

• Personas

• Strategy

• Tactics

• Actions

• Controls

• Crisis

• Resources

Flight plan

© 2012 communicatto, a social media agency

SmartInsights.com

© 2012 communicatto, a social media agency

• Distinguish between severity levels

– Issues

– Incidents

– Crises

Crisis

© 2012 communicatto, a social media agency

Severity matters

© 2012 communicatto, a social media agency

1. No silence, no delay

2. You have something to say even when you don’t

– Holding statements

3. Make your website the authoritative source, but respond on the channels where

people are talking about your crisis

4. Spend time responding to those who “deserve” it

5. Be seen to be responsive

6. You set the pace (updates every 10 mins or as appropriate)

7. Refer and link to other channels (i.e. news releases) – best if embedded into your

website, but use wire, YouTube if you can’t

8. Provide a call to action if/when appropriate

9. Share info from other authoritative sources if/when appropriate (police, EMS,

regulator, government)

10. Tell them when it’s over – over and over

Ten social media pro tips during a crisis

© 2012 communicatto, a social media agency

• Reader-centric, not usual corporate blather

• Reader asks WIIFM?

• Avoid barriers to communication like industry jargon, long

boring treatises/lectures

• Write like a journalist, inverted pyramid

• Human interest angles always best

Content is king, still

© 2012 communicatto, a social media agency

• Lists

• Hashtags

• Monitor conversation threads

• Blog search

• Social media dashboards (Sprout Social, HootSuite)

• Monitoring tools (Heartbeat, Radian6 etc.)

• Influencer discovery software:

– GroupHigh

– Webfluenz

– Traackr

– InNetwork (h/t to Danny Brown)

• Your own (social) CRM

Finding and tracking influencers

© 2012 communicatto, a social media agency

• Internal:

– Awareness, skills, knowledge, comfort

– Executive support/sponsorship

– Resources

– Content production/corporate “newsroom”

– Review and proofing cycles, legal, Investor Relations

– Proving ROI

• External

– Anyone caring

– Snark, cynicism and attacks

Challenges

© 2012 communicatto, a social media agency

Takeoff!

© 2012 communicatto, a social media agency

• Prepare with BUMP pre-flight checklist

• Plan with SOAP STACCR strategy framework

• Resource the activity

• Experiment with content

• Measure KPIs

• Fail fast but with controls

• Hunt for your peeps

• Be human, don’t be boring

• Prepare and drill for crisis

• Constantly re-evaluate

Summary

Questions?

Doug Lacombe, President

@dblacombe doug@communicatto.com