can a brand ever truly be social?

1 | 11.04.2023

Can a brand evertruly be social?

Crisis communications, #BrandVandals and some plain talking

Stephen Waddington

2 | 11.04.20232 | 11.04.2023

So let’s talk about it

@wadds wadds.co.uk #uplx2014

3 | 11.04.2023

Welcome to the party

Source: Ketchum

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Media change

Source: Stephen Waddington

5 | 11.04.2023

The audience answers back

Source: Stephen Waddington

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#BrandVandals

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#BrandVandals

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#BrandVandals

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#BrandVandals

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Managing a crisis

@wadds wadds.co.uk #uplx2014

11 | 11.04.2023

A conversation

Image source: Hugh MacLeod

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Meet public expectation

Image source: Patagonia

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Risk audit Team Workflow Training Test,

test, test

Best practice preparation

14 | 11.04.2023

Listen: monitoring and alerts

Image source: Dave Carroll

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Assess the situation

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Develop a response

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Careless talk

@wadds wadds.co.uk #uplx2014

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Nice but dim

Source: Condescending Corporate Brand Page, Facebook

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Daft

Source: Kenneth Cole tweet uses #Cairo to promote Spring collection, Huffington Post

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Automation

Source: Learning by doing it wrong, KLM

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Social brands

@wadds wadds.co.uk #uplx2014

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Social brands

Image source: Greggs

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Social brands

Image source: Greggs

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Social brands

Image source: Paul Fabretti / Telefonica

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Customer service conversation

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Customer service conversation

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Customer service conversation

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Customer service conversation

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Customer service conversation

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Customer service conversation

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Customer service conversation

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Being social

@wadds wadds.co.uk #uplx2014

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Media relations

Influencer relations

Branded media Community Social

Business

Stages of social development

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A personal story

Image source: Stephen Waddington

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Maslow's Hierarchy of Needs

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baby: no profiles and still find social media all a bit baffling and new-fangled

child: on the most popular networks and push out marketing content

teenager: social media as a communication and marketing channel

young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems

grown up: the truly social organisation. Mature work-flow

The media of me

37 | 11.04.2023

Thank you

Listening and planning should be the start point for any social media activity

Social media is human media. Automate and industrialise with extreme care

Be brave. Challenge your organisation. Do the best work that you can

38 | 11.04.202338 | 11.04.2023

Can a brand evertruly be social?

Stephen Waddington@wadds

wadds.co.uk