Digital Day Out New Zealand - TheOnlinecircle.com

Social Media and online crisis.

www.theonlinecircle.com 1 of 60

meet Lucio Ribeiro

www.theonlinecircle.com

With Jessica and Kylie

work at The Online Circle

I’m MBA graduated here

I workOnline business strategist –TheOnlineCircle.com

Which means I’m constantly

researching, developing and executing

solutions using online tools.

What do I do?

How do I do this?

Understand your Needs.

Research

Analysis

Strategy

And…

Execution

Let’s talk?

[email protected]

Twitter.Com/lucio_ribeiro

Linkedin.Com/in/luciodiasribeiro

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POWER TO THE

PEOPLE

NZ 24of20

Regular activities:

* wikis is up 26%

* creating social profiles is up 16%

* updating profiles is up 17%

* looking at others’ social profiles

is up 16%

Nielsen 2010 Social Media Report

* 8 in 10 sent or shared a photo

* 8 in 10 posted photos online

* 7 in 3 sent or shared a link


EXPECTATION

• 5 in 10 want companies to

respond to requests on social

media

• 4 in 10 want companies to

solicit feedback

• 57% feel better served by

companies on social media

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There was a time when companies still

controlled their message to the public

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Does Online Crisis Happen?29/20

???

September 2004

http://www.engadget.com/2004/09/14/kryptonite-evolution-2000-u-lock-hacked-by-a-bic-pen/

TMZ

YouTube

Blog

Facebook

Sometime things can go wrong


It’s up to you to fix

CRISIS PLANNING

1. Determine the Reality through a Social Media audit.

2. Map your existing assets and supporters.

3. Develop one strategy for each key segment. Don’t jump

into 100 tactical responses.

4. Execute Engagement Plan. Monitor response.

5. Refine strategy. Execute further.

6. Leverage your good work for a future robust community.

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ANALYSIS, INTERPRETATION AND

INSIGHTS

1. 73% of all online content is user generated.

2. 7 out of the top 10 websites in the world are social.

3. 45% of search results for the world's top 20 largest brands are now linked to

user generated content. (Nielsen Ratings 08/2010).

This means:

1. Considerable risk (search results may lead to negative references)

2. Massive data sets.

3. A challenge to discern what is valuable and what is noise.

You need a combination of:

- Technology + Human analysts

- Knowledge of multi-environments and multi-influence across different channels


WH

AT

ARE

YO

U M

ON

ITO

RIN

G?

YOU NEED AN EASY WAY TO KNOW

HOW THINGS ARE TRENDING.

Scoring all mentions provides Relativity

SOMETIMES YOU WANT TO KNOW MORE.

Analyst’s insights highlight the issues.

ANALYSIS, INTERPRETATION AND

INSIGHTS

Consider:

-The psychology of how online users think, feel, reason, and select

between different channels (Twitter, Facebook, Digg, Delicious, YouTube).

-The psychology of how the consumer is influenced by his or her

environment (e.g., The Bystander effect, Paradox of Choice).

- The behaviour of consumers while consuming multiple medias.

- How Online users perceive themselves online and offline.


WHAT ARE WE MONITORING?


ANY PLACE WHERE THERE’S A CONVERSATION EVEN

IF ITS NOT VISIBLE.

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Social Media Fragmentation

This can mean different

things, examples:

a)Individual Product

Managers executing

unilaterally

b)Passionate Consumers

c)Brand activists and

antagonists

d)Competitive Sabotage

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Social Media Centralisation

Instead of allowing

networks to evolve

without direction, it pays

to actively manage your

network.

We can now knit

networks together to

create productive

individuals and smart

communities.

ONE STRATEGY FOR EACH KEY SEGMENT 47


ENGAGEMENT PLAN. MONITOR. RESPONSE.


CRISIS PLANNING

Think about:

1) Responding Defensively

2) Threatening

3) Fuelling

4) Hostile transference *

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SOCIAL MEDIA KNOWLEDGE IS

POWER

In 1980 you couldn’t control a consumer media crisis without pulling strings with journalists and reporters.

You wouldn’t know where the crisis or next attack would come from.

Now you are in the chair.

You control. You own the information. You have risk mitigation at your finger.

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CRISIS PLANNING: PREPARE YOUR

COMPANY FOR SOCIAL MEDIA ATTACKS

1) Company critics and coordinated attacks.

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2) Facebook Fan page brand-jacking and url-jacking is the new strategy for tree-huggers

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3) Ownership disappears and sense of invisibility increases

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FORENSICS

Some characteristics of Internet attackers

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1. Anonymity

2. Invisibility

3. No Stop/start communication

4. No authority

5. Voices in your head

6. An imaginary world

FIGHTING BEHAVIOUR IN A CRISIS –

THE HOW-TO

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a) Accumulate Data

b) Learn and discover the baseline.

c) Don’t take decisions based on:-Individual opinions;

-Glaring analysis

-Personal opinions

-Emotional outbursts

-Moral and local leanings

d) Try to talk but not to have the last word.


INTEGRATED TALENTS IS GOOD


ENGAGEMENT INTO ACTION -MORO

BACKGROUND: Kiwi consumers took to Social

Media sites to express their disapproval at Cadbury’s

manufacturing and recipe changes .

With production of Moro transferring to Australia a

different approach was needed to protect the position

of New Zealand’s 4th most popular chocolate bar.

OBJECTIVE: Reduce negative online mentions

involving the changes to the Moro bar.


ENGAGEMENT INTO ACTION -MORO

STRATEGY: Involve online consumers in the refinement of the Moro recipe.

Consumers were invited to give feedback via an online survey hosted on Cadbury’s Community website, Choclovers. This positioned Cadbury as listening to it’s consumers.

Passionate fans were invited to join the ‘Moro Bar Advisory Panel’, receive updated versions of the product and participate in surveys.

Part of the strategy involved using Facebook and Twitter to recruit and cultivate panellists.

OUTCOMES: This pro-active approach helped nullify online conversations and turn disillusioned consumers into brand advocates.

The Moro Bar Advisory Panel was so successful TVNZ enquired about doing a story on the Advisory Panel.


LOOKING FORWARD

1) Learning

2) Acting

3) Protecting



ABC CHANNEL AUSTRALIA ON TWITTER

WORKSAFE


BE PREPARED BEFORE


THANK YOU & ANY QUESTIONS?

Email: [email protected]

Twitter: www.twitter.com/lucio_ribeiro


www.online1984.com


mailto:[email protected]

http://www.twitter.com/lucio_ribeiro

http://www.theonlinecircle.com/

http://www.online1984.com/

Digital Day Out New Zealand - TheOnlinecircle.com

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