B E I N G S T R AT E G I C W I T H S O C I A L M E D I A !T O D E L I V E R O N C O R P O R AT E O B J E C T I V E S
C R O K E PA R K 1 0 T H J U LY
• E I R C O M • O G I LV Y D U B L I N • B O R D G A I S E N E R G Y • S U N D AY B U S I N E S S P O S T • E N T E R P R I S E I R E L A N D • L U C E Y T E C H N O L O G Y • U C D • G E
K E I T H B O H A N N A N E A R F U T U R E . I O
W H E N W E TA L K A B O U T S O C I A L M E D I A … . !
W H I C H C O R P O R AT E O B J E C T I V E S ?
• Communications & PR
• Marketing & Pre-Sales
• Customer care
K E Y T R E N D S
• The Rise of Mobile
• The Rise of Customer Expectations
!
!kpcb.com/InternetTrends Mary Meeker
M O B I L E + S O C I A L M E D I A =
R E S P O N S E E X P E C TAT I O N S - U K
2 5 % W I T H I N 6 0
M I N S6 % W I T H I N 1 0
M I N S
R E S P O N S E E X P E C TAT I O N S - U K
4 2 % W I T H I N 6 0
M I N S3 2 % W I T H I N
3 0 M I N S
!
!
!
Implications for you?
S O C I A L M E D I A
• Start by listening and then experiment
• Develop an in-house centre of expertise
• Support and resource front line staff
T E C H N O L O G Y C A PA B I L I T Y
• Move towards single view of customers - consolidate customer and marketing data silo’s.
S H O R T T E R M G O A L S
• one way listening
• two way reactive conversations
• proactive discussions
• full customer care
W H Y ?
• To be able to deliver normal corporate objectives
• To have some chance when a SNAFU hits
• Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Same tools.
• Traditional media amplification.Ref:Ogilvy 360°Digital Influence.
TRENDS
P L A N
M A N A G E
R E S T O R E
– H E N R Y A . K I S S I N G E R
“There cannot be a crisis next week. My schedule is already full.”
L E T S G E T S TA R T E D
D E F E N S I V E
A N D M O R E O F T H AT
C H R I S - N I C E G U Y & I N F L U E N C E R
S H O U T I N G D O W N
D E L E T I N G I T S H O U L D W O R K
F I N A L LY A N “ A P O L O G Y ”
T H AT S H O U L D D O I T
• Irish Times
• Independent
• TheJournal.ie
• Sunday World
• The Irish Mirror
• The Examiner
C O V E R A G E I N C L U D E D
L E A R N I N G S ?
• Better listening
• Faster assessment of the tone of conversation
• Planned management of the crisis
T H AT S I T
• Future sessions will cover
• Crisis Management
• Internal Structures for managing Digital
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