build it before you need it -social@scale: crisis management

CREATE AND SUSTAIN SOLID RELATIONSHIPS (WITH NEW AND TRADITIONAL MEDIA)

CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012

@jer979 | @sprinklr#RaganPRsummit

2CONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012

MEET MICHELE

@jer979 @sprinklr#RaganPRsummit


AND MICHELE WORKS FOR DELTA



BRAND DISASTERS


6

B2B ISN’T IMMUNE




THE RELATIONSHIP BUILDING CHALLENGE

CommunitySocial Media Firestorms

Attention Economy



IT’S AN ATTENTION ECONOMY



EVERY 7 SECONDS



BUILD IT BEFORE YOU NEED IT



TRUST

Widely admired leadership

Financial returns

Innovator

Good corporate citizen

Prices fairly

Communicates frequently

Treats employees well

Transparent and honest business practices

Company I can trust

High quality products or services

0 10 20 30 40 50 60 70 80

39

39

46

51

55

55

63

65

65

69

Source: Edelman Trust Barometer, 2011



YOUR ADVOCATES CAN HELP…IF YOU’VE EARNED IT



SO, HERE’S HOW WE ARE GOING TO DO IT

IN 10 MINUTES PER DAY



WHAT’S THE MOVEMENT YOU WANT TO START?



AUTONOMY



MASTERY



PURPOSE

“We make this product SO THAT…”


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AND HERE’S HOW TO START IT…



http://sivers.s3.amazonaws.com/DancingGuy-ff.m4v


BE THE CONNECTOR

Metcalfe’s Law: The Power of the Tool



BE THE CONNECTOR

Reed’s Law: The Power of You



REED’S LAW: CONNECT PEOPLE AROUND THAT MOVEMENT


22

OVERWHELMED BY CHOICE



23

BE THE FILTER



24

STORIES, NOT BULLET POINTS


02468

1012141618

Pakistan Flood Aid

Funds NeededFunds Raised


25

THE SUCCESS CRITERIA

S Simple

U Unexpected

C Concrete

C Credible

E Emotional

S StoryS




STORIES, NOT BULLET POINTS


http://www.youtube.com/watch?v=-bbl7YEzOos


FIND THE INHERENT DRAMA


28

IN A NEWSLETTER….



29

AN OUT-OF-OFFICE MESSAGE



30

EVEN A BUSINESS CARD…



31

DON’T TELL ME YOU CAN’T…



http://www.youtube.com/watch?v=zaHtA89RHUQ&feature=player_embedded

32

PARTICIPATE IN A RELEVANT WAY




ONE OFFS THAT ARE WOM-WORTHY

Write 1 LinkedIn

Testimonial Per Week



ACTIVITIES AT WORK

Be the

Trust

Filter

Stories

Not Bullet

PointsBe the

Connector

Participate

in a

Relevant

Way

One Offs

that are

WOM-

Worthy



LET ME SHOW YOU HOW WE DO IT

37



Day Audience ConnectionsActual

Connections Goal

Relevant Participation

Relevant Participation Goal

Monday Clients 3 5 5 10

Tuesday Prospects 4 5 6 10

Wednesday Analysts/Influencers 2 5 7 10

Thursday Clients 4 5 4 10

Friday Press/Bloggers 2 5 8 10


38



Identify People by Location/Interest@jer979 @sprinklr#RaganPRsummit

39



Profile People Based On Interaction@jer979 @sprinklr#RaganPRsummit

40



Look at Interaction History@jer979 @sprinklr#RaganPRsummit

41

METRICS


Response & Amplification@jer979 @sprinklr#RaganPRsummit


YOU CAN DO IT!

> 30,000 Notes


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Jeremy EpsteinVP/Marketing & Mega-EvangelistE: [email protected]: +1-202-370-1431

THANK YOU!


mailto:[email protected]

build it before you need it -social@scale: crisis management

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