Uphold Your Highest Brand Reputation Use Social Media to Maximize Brand Engagement

Wed, June 20th – San Francisco

Todd Wilms

Sr Director, Social Media

Twitter: @toddmwilms

Blog: www.toddwilms.com

Forbes Blog:

Forbes.com and search “wilms”

Agenda

1. Reactive

2. Proactive

“To err is human . . .

To really ‘f-up’ takes a corporation.”

- Anonymous

5

No jokes – Just real life

The Un-apology If a tweet falls in the woods …

This move is “out of fashion”

One of the world’s largest oil

companies (this time not BP),

didn’t see the need for a

Twitter account – so

Greenpeace created one for

them.

For 6 weeks they broadcast to

the world how this company was

destroying the planet from the

“companies own” twitter handle.

“There's no one who wants

this over more than I do. I

would like my life back” – BP’s

Tony Hayward

During violent protests in Egypt

early in the year, fashion

designer Kenneth Cole

personally tweeted . . .

"Millions are in uproar in

#Cairo. Rumor is they heard

our new spring collection is

available online."

Friends don’t let friends drink and tweet . . .

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king

drive,” the official Chrysler Twitter account tweeted in March. Oops!

An employee of the company's social-media agency had got confused about which account he was

logged into and while drinking one Friday night …

#CSMSF @toddmwilms

6

Anti- “Love Story” “Social Means Having To Say You Are Sorry”

Movement

Protest

Rally

Angst

Irritation

Letter / Op- Ed

Communal Annoyance

Vote with Wallet

Pre-Social: Raised to level of

awareness by leaders

Pre-Social: May be invisible

to leaders

Post-Social: Easily visible to

leaders

Awareness Threshold

#CSMSF @toddmwilms

7

FedEx – Which is more fun to watch?

#CSMSF @toddmwilms

8

Impact of FedEx Response:

FedEx Stock Price: Nov 2011 – Mar 2012

Dec 19th: Video

hits YouTube

Dec 21: Formal

YouTube

Apology

Coverage

slows to a

crawl

#CSMSF @toddmwilms

9

Rules for Crisis Social Communications

Tone

1. Be Humbled

2. Be Real

3. Be Honest

4. Be Direct/Smart

Direction

5. Take Action

6. Learn from Mistakes

7. Steps to Ensure . . .

8. Where to go for . . .

#CSMSF @toddmwilms

11

Air Force Web Posting Response Assessment

LET POST

STAND

No response

Discover Blog or Twitter Post

Has someone discovered a blog post

about SAP? Is it a positive post?

Evaluate “TROLLS”

Is this site dedicated to bashing &

degrading others?

“RAGER”

Is this post a rant, rage, joke, ridicule

or satirical?

“MISGUIDED”

Are there erroneous facts in the post?

“UNHAPPY CUSTOMER”

Is the post a result of a negative

experience from stakeholder(s)

CONCUR

A factual well cited

response, which

may agree or

disagree w/post, yet

is not negative

SHARE SUCCESS

Proactively share your

story & mission w/blog

N MONITOR ONLY

Avoid responding / monitor for relevant info

FIX THE FACTS

Respond w/factual info directly

(see blog response considerations below)

RESTORATION

Rectify the situation, respond and act upon

a reasonable solution.

See blog response considerations below.

FINAL EVALUATION

Base response on present

circumstances, influence and

prominence. Will you respond?

TRANSPARENCY

Disclose your SAP

Affiliation

SOURCING

Cite your sources

by including links,

video, images,

other references

TIMELINESS

Take time to create

a good response –

24 hours maximum

INFLUENCE

Focus on the most

influential blogs

related to SAP

TONE

Respond in a tone

that reflects highly

on SAP

Respond

Considerations

LET POST

STAND

No response

N

N

N

N

N

N

Y

Y

Y

Y

Y

Y

Y Y

Y

Proactive 1. Listen

2. Understand Social Influence

3. Build Communities

4. Humanize Your Brand

“A best defense is a great offense.”

- Carl Von Clausewitz

14

Listen

#CSMSF @toddmwilms

“Take the megaphone away from your mouth; put it to your ear” -SAP CMO Jonathan Becher

Understand Social Influence

16

Build Communities

#CSMSF @toddmwilms

A little levity in the

presentation

17

Humanize Your Brand

#CSMSF @toddmwilms

Our customers

produce more than

72% of the world’s

beer.

#CSMSF @toddmwilms

19

Our customers

produce more than

70% of the world’s

chocolate.

#CSMSF @toddmwilms

20

Our customers

produce more than

86% of the world’s

athletic footwear.

#CSMSF @toddmwilms

Our customers

produce more than

60% of the world’s toys

and games

#CSMSF @toddmwilms

63% of the world’s

transaction revenue

touches a SAP system.

#CSMSF @toddmwilms

23

Humanize Your Brand

Know Culture: You can only bend culture so far

Empathize: How do we make our customer’s successful

Tell Stories: Tell customer’s success stories, not your own

Aggregate Content: Goal is to have ½ of our content be 3rd on SAP

#CSMSF @toddmwilms

Recap:

1. 8 Rules for Crisis Comms: Be Human

2. Listen: Megaphone to Ear

3. Understand Social Influence: Know, Engage, Listen

4. Build Communities: Platform for Engagement

5. Humanize Your Brand: Culture, Empathy, Story, Multiple Voices

Twitter: @toddmwilms

Blog: www.toddwilms.com

Forbes Blog:

Forbes.com and search “wilms”

Thank You