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

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

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

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…”

AND HERE’S HOW TO START IT…

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

OVERWHELMED BY CHOICE

BE THE FILTER

STORIES, NOT BULLET POINTS

1012141618

Pakistan Flood Aid

Funds NeededFunds Raised

THE SUCCESS CRITERIA

S Simple

U Unexpected

C Concrete

C Credible

E Emotional

S StoryS

STORIES, NOT BULLET POINTS

FIND THE INHERENT DRAMA

IN A NEWSLETTER….

AN OUT-OF-OFFICE MESSAGE

EVEN A BUSINESS CARD…

DON’T TELL ME YOU CAN’T…

PARTICIPATE IN A RELEVANT WAY

ONE OFFS THAT ARE WOM-WORTHY

Write 1 LinkedIn

Testimonial Per Week

ACTIVITIES AT WORK

Be the

Filter

Stories

Not Bullet

PointsBe the

Connector

Participate

Relevant

One Offs

that are

Worthy

LET ME SHOW YOU HOW WE DO IT

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

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

Profile People Based On Interaction@jer979 @sprinklr#RaganPRsummit

Look at Interaction History@jer979 @sprinklr#RaganPRsummit

METRICS

Response & Amplification@jer979 @sprinklr#RaganPRsummit

YOU CAN DO IT!

> 30,000 Notes

Jeremy EpsteinVP/Marketing & Mega-EvangelistE: jepstein@sprinklr.comM: +1-202-370-1431

THANK YOU!

Build it before you need it -Social@Scale: Crisis Management

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