how to avoid being poked on facebook
DESCRIPTION
Thomas Tudehope is the Director of Strategy & Engagement at leading social media intelligence firm SR7. This presentation was delivered to the Media140 Conference in Brisbane to a large audience of science and communications practitioners.TRANSCRIPT
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How to avoid being poked on Facebook
Thomas Tudehope
Director, SR7
[email protected] | Twitter: @TommyTudehope | #media140
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Today
Social media trends
Why most social media ‘campaigns’ fail
Risk mitigation
How to protect your brand/company online
[email protected] | Twitter: @TommyTudehope | #media140
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Background
SR7 – reputation and risk management
Press Secretary for Malcolm Turnbull
US Elections
Sky News
Not a GEEK
[email protected] | Twitter: @TommyTudehope | #media140
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Will Facebook kill off Google?
Not now but soon.
The power of personal search.
[email protected] | Twitter: @TommyTudehope | #media140
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Why social media?
Ten most popular sites on the web: 1. Facebook
2. YouTube
3. Google
4. GMAIL
5. Hotmail
6. Twitter
7. Tumbler
8. Yahoo
9. Skype
10. MSN
[email protected] | Twitter: @TommyTudehope | #media140
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Facebook… some statistics
500 million users worldwide. 10 million in Australia.
88% of people know about Facebook.
40% of users follow a brand.
40% login everyday.
Valued at $50 billion.
[email protected] | Twitter: @TommyTudehope | #media140
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Twitter… some statistics
25% of users follow a brand.
67% of brand followers purchase that brand.
37% login via mobile.
53% of users post an update every day.
2 million Australian users.
[email protected] | Twitter: @TommyTudehope | #media140
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Social Media Campaign v StrategyToo often social media campaigns are
confused with a broader strategy.
Campaigns should represent a peak in strategy.
[email protected] | Twitter: @TommyTudehope | #media140
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Queensland Police
•How to manage social media in a crisis.
•Mainstream media relied on social media for breaking news.
•Quashed rumours and misinformation.
•Regularly updated and maintained.
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NABInnovative for the
industry.
Right tone and language.
Newsworthy.
Failed to capitalise.
[email protected] | Twitter: @TommyTudehope | #media140
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Twitter – Westfield UK Competitions
Informative
Engagement
Branding
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Facebook – Ikea Innovative
Allowed personalisation and ownership
Tangible benefit
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YouTube – Witchery Man
The hook – a model poses a love struck young woman, posts a video on YouTube about a man she met in a café claiming to have his jacket that he left behind.
Immediate brand recognition undone by dishonesty.
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A Whopper Facebook Sacrafice
Hook – Hungry Jacks asked Facebook users to delete 10 friends to receive a free burger. Application was so successful it had to disabled.
Tapped into a sentiment that users could resonate with.
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Gerry Harvey’s Online Tax
Sought to preach to an online audience without any online presence.
Campaign was all offline and nothing online.
No understanding of users or space.
[email protected] | Twitter: @TommyTudehope | #media140
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Australian Defence Force
No culture of online responsibility.
No education or training for social media.
No presence.
No ongoing monitoring.
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Qantas
No presence on Twitter.
Crisis broke online, offline response could not mitigate virality of online misinformation.
Share price dropped.
[email protected] | Twitter: @TommyTudehope | #media140
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Commonwealth Bank
Attempted to govern social media usage through banning it.
Immediate and severe criticism from many sectors.
Sends wrong message.
Employees as champions.
[email protected] | Twitter: @TommyTudehope | #media140
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Vegemite iSnack 2.0
Poorly run competition.
Met with widespread condemnation online.
Lasting damage to the brand.
[email protected] | Twitter: @TommyTudehope | #media140
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Toyota Yaris
Stunts rarely work on social media – authenticity is the key.
Took online communities for granted.
All preach and no listen.
You can’t buy viral.
[email protected] | Twitter: @TommyTudehope | #media140
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Twitter - BigPondJumped into the medium
without knowing what to do.
Wrong tone and language.
Didn’t handle criticism well.
Took people off the medium.
[email protected] | Twitter: @TommyTudehope | #media140
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Twitter – Coles Ran multiple
competitions on twitter.
Built a sizeable database of people.
New Twitter account
No link on their website. [email protected] | Twitter: @TommyTudehope |
#media140
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Social Media Risk - 1
Rushing into actionHasty decisions and
knee jerk reactions. One-off approach. Focus on the wrong
platforms. Misunderstanding
the requirements and recourses.
[email protected] | Twitter: @TommyTudehope | #media140
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Social Media Risk - 2
Measurement Defined measurable
objectives. Metrics that link to
those objectives. Having the right
tools. Methodology to
calculate ROI.
[email protected] | Twitter: @TommyTudehope | #media140
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Social Media Risk - 3
Content Can often be an afterthought. Requires
Planning Approval Guidelines Formatting.
[email protected] | Twitter: @TommyTudehope | #media140
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Social Media Risk 4
Failure to engageAbout listening and
interacting, not shouting.
Hurdles to good engagement: Interesting
content. Self focused
content. Too much self
promotion. [email protected] | Twitter: @TommyTudehope |
#media140
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Social Media Risk 5
Limited reach Need a large
audience. Build over time. Without reach there
is no ROI.
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SOCIAL MEDIA ENGAGEMENT
GETTING THE MOST BANG FOR YOUR BUCK
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Maximising engagement -1 Tone
The right tone is paramount to long term success on social media platforms.
Tailor your tone to your (target) audience.
Speak to people rather than at them, above them, or below them.
Simple conversational.
Genuine.
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Maximising Engagement - 2Peer to peer
Build relationships with like minded users
Join groupsBecome known to
“field leaders” Supporting not raiding
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Social Media Engagement - 3Play by the rules
External Too much broadcastOnline etiquette
Internal Set effective
parameters for staff utilising social networks.
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Maximising Engagement - 4Getting the balance right;
Broadcast
Social search. Going to lunch what should I have?
Distribution of external links.
Conversation.
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Maximising Engagement – 5 Control your message
Consistency of message.
Staff limitations – restrict multiple authors.
Track the time of day you see maximum engagement and adjust flow accordingly.
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Maximising Engagement - 6Use existing platforms:
I didn’t know you were on Twitter…
Ensure your existing comms tools are pointing towards your online presence – dockets, letters etc.
Website, email.
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How to measure engagement
Reach – how many people saw your activity
Exposure – how many people read conversations
Sentiment – how (un)popular was your message.
Measurement aids long term success. If its not working change it. If it is enhance it. You cant improve what you don’t measure.
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How to handle dissent
Be responsive – take it on board.
Create an online culture where dissent becomes a rarity.
Cushion dissenting remarks with supportive, constructive feedback.
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FIVE WAYS YOUR BUSINESS COULD USE
SOCIAL MEDIA
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1. Public Relations
New and unique opportunity to deliver a message en-masse.
Interactive.
Audience reach.
Low cost.
Buy in from employees.
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2. Customer Support/Management
Human interaction that is personal and direct.
Social media is the new talk-back radio.
Real time.
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3. Research
Access to thousands of supporters and consumers who can provide direct and instantaneous feedback.
Social media users give away more personal data than all other users.
What are consumers saying about you and or your competitors.
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4. Sales
New avenue to target consumers in new markets.
Enhance and existing experience.
Leverage existing online sale points.
Consumer data.
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5. Crisis Management
How would you respond to a social media crisis tomorrow?
Could you correct the record?
Could you interact with journalists online?
Could you recall a product?
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Audit your assets
Undertaking an audit of your social media assets is the first and best step towards social media engagement.
What are people saying about your brand online.
What are your employees saying online.
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Develop a presence
Start an account on Facebook, Twitter, YouTube or even a blog.
Start a conversation or join an existing one.
Find some friends.
[email protected] | Twitter: @TommyTudehope | #media140