Feel Confident Naked

How to Use Transparency to Build Your Brand and Avoid Crisis on

April 16, 2015 @LisaAdams08

First Things First

Name: Lisa Adams

Job: Corporate Web & Digital Media Manager

Company: FMC Technologies

Twitter profile: @LisaAdams08

LinkedIn profile: Lisa Lunder Adams

Can also found on: Facebook, Flickr, YouTube, Vine, Instagram, Pinterest, and About.me

April 16, 2015 @LisaAdams08

Why Naked?

It’s scary • Increased exposure

• Very little control

• Constant change

It’s thrilling • Direct engagement

with influencers

• See results of efforts instantly

• Constant change

April 16, 2015 @LisaAdams08

Nowhere to Hide We are connected and sharing content 24 x 7.

• Transparency isn’t optional – corporate culture and external messages have to align

• No time to put on the gloss – social media moves fast

• Can’t be anti-social (media) – not engaging sends a message to your audiences that you are disengaged

April 16, 2015 @LisaAdams08

Build Your Brand

• Know your audience • Create and document brand

personality and tone • Respond to inquiries in a

timely manner • Spend more time sharing or

engaging with others’ content than broadcasting (8:10)

• Remember that social media is a customer service medium

April 16, 2015 @LisaAdams08

Success Study: Southwest Airlines They’re doing it right on Twitter:

• Sharing user-generated content

• Elevating their partnerships

• Getting creative with regional content

• Simple, relevant posts

April 16, 2015 @LisaAdams08

Avoid Crisis

• Listen to your audiences and take note of the subjects and terms they use

• Don’t over-focus on your campaign and lose sight of real world events

• Plan and create, but avoid scheduling

• Don’t get into the wrong conversations by accident

April 16, 2015 @LisaAdams08

#EpicFails:

• Not knowing your audience or brand personality (U.K. Govt.)

• Scheduling a national holiday post a day late (British National Party)

• Representing a country with the wrong iconic image (Delta)

• Not investigating a trending # before jumping into the conversation (DiGiorno Pizza)

April 16, 2015 @LisaAdams08

Get Support

• Establish a Social Media Policy

• Get executive support from Legal, HR, Customer Service, Marketing, and Security

• Create a Social Media Response Matrix

• Train your team to succeed

April 16, 2015 @LisaAdams08

Wrap up

Engaging on social media is scary, but it can be extremely rewarding and the benefits can outweigh the risks IF you:

• Identify your brand’s voice and are consistent

• Choose the right channels for your brand

• Listen and share more than promote

• And establish strong support

If you know who you are, what your audience expects from you, and are prepared for most of the unknowns,

You can Feel Confident Naked! April 16, 2015 @LisaAdams08