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Page 1 of 4 AGENDA: SOCIAL MEDIA PR: ONE-DAY WORKSHOP 1.0 EXECUTIVE SUMMARY Welcome to the one-day course on Social Media PR. We hope you will actively participate in making this training successful. This intensive session will provide helpful tips and techniques to get started in using social media tools and applications. It is aimed at participants who want to understand and effectively use social media apps and tools in their daily tasks. Learn to use Facebook, Twitter, Instagram, YouTube and visual storytelling techniques to fire-up enthusiasm among your fans and followers, and grow an online community of brand advocates. 2.0 OBJECTIVES AND LEARNING OUTCOMES Upon completion of this course, you will be able to: Understand how to align your PR strategy with your social media knowledge and incorporate the tools and apps in your overall agenda. Evaluate which channels, content, tools, apps and techniques to use. Measure success of your social media marketing activity Manage the risks of social media for online reputation management. 3.0 PROGRAMME OUTLINE Module 1 : Key trends in social media Key statistics in social media in Malaysia, the region and the world Impact of social media in media relations, reputation management and crisis communications The four pillars of social media: Listen, Connect, Add Value, and Measure Module 2 : Content creation PR, content generation and visual storytelling: Back to basics Best practices, guidelines, and tips in connecting with media online Formulating your content strategy Map out a plan of engagement for your blog, Facebook, Twitter, Instagram and YouTube channels Module 3 : Social media crisis Social media crisis: Countering negative publicity and attacks on social media What the media wants in a social media crisis Best practices in effective damage control in social media crisis situations Incorporating social media in your crisis communications plan Designing your own social media response flow chart Module 4 : Strategy and analytics Map out the social media plan for your organization Setting KPIs: Tracking and measuring performance Tools for measuring and analytics

Social Media PR, Day 3, PR Bootcamp 2016

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Page 1 of 4

AGENDA: SOCIAL MEDIA PR: ONE-DAY WORKSHOP

1.0 EXECUTIVE SUMMARY

Welcome to the one-day course on Social Media PR. We hope you will actively participate in making this training successful. This intensive session will provide helpful tips and techniques to get started in using social media tools and applications. It is aimed at participants who want to understand and effectively use social media apps and tools in their daily tasks. Learn to use Facebook, Twitter, Instagram, YouTube and visual storytelling techniques to fire-up enthusiasm among your fans and followers, and grow an online community of brand advocates.

2.0 OBJECTIVES AND LEARNING OUTCOMES

Upon completion of this course, you will be able to:

Understand how to align your PR strategy with your social media knowledge and incorporate the tools and apps in your overall agenda.

Evaluate which channels, content, tools, apps and techniques to use.

Measure success of your social media marketing activity

Manage the risks of social media for online reputation management.

3.0 PROGRAMME OUTLINE

Module 1 : Key trends in social media

Key statistics in social media in Malaysia, the region and the world

Impact of social media in media relations, reputation management and crisis communications

The four pillars of social media: Listen, Connect, Add Value, and Measure Module 2 : Content creation

PR, content generation and visual storytelling: Back to basics

Best practices, guidelines, and tips in connecting with media online

Formulating your content strategy

Map out a plan of engagement for your blog, Facebook, Twitter, Instagram and YouTube channels

Module 3 : Social media crisis

Social media crisis: Countering negative publicity and attacks on social media

What the media wants in a social media crisis

Best practices in effective damage control in social media crisis situations

Incorporating social media in your crisis communications plan

Designing your own social media response flow chart Module 4 : Strategy and analytics

Map out the social media plan for your organization

Setting KPIs: Tracking and measuring performance

Tools for measuring and analytics

Page 2 of 4

4.0 FACILITATOR PROFILE: JULIAN MATTHEWS

Diploma in Multimedia Production, SAE, New Zealand, Certified Trainer by Human Resource Development Council of Malaysia. Julian Matthews was a journalist in print and online for 20 years before embarking on a career in media training for the past ten years. He has developed, designed and presented training workshops at public conferences, seminars and bootcamps and also in-house, customized programmes for multinationals, public-listed companies, small-and-medium-sized enterprises and non-government organisations. Julian has coached C-level executives and senior management one-on-one in preparation for a press conference or live broadcast media interview. As a trainer, he has conducted workshops entitled Effective Media Spokesperson, Effective Media Relations, Effective Investor Relations, Crisis Communications, Corporate Social Media, Social Media Marketing, Online Advertising and Multimedia Journalism Julian began his career as a freelancer for the local broadsheet New Straits Times at the age of 20 before becoming a fulltime journalist with The Star in 1984. He switched to travel writing in 1989 and won the Tourist Development Corporation’s Best Travel Writer award that same year. Since 1991, he has established a career as a professional business and technology writer for various corporations, trade publications, magazines and online media. For 14 years, he was the Malaysian correspondent for Nikkei Electronics Asia, a magazine for Nikkei Business Publications, Inc, the largest trade publisher in Japan. He was also one of the pioneers of online journalism in Malaysia, contributing to AsiaBizTech, a website also published by Nikkei Business Publications, Inc based in Silicon Valley in 1997. Besides AsiaBizTech, he was also at various times the Malaysian correspondent for some of the most prominent online technology and business publishers in the Asia Pacific region including CNET, ZDNet and Newsbytes, a Washington Post-Newsweek subsidiary. As a journalist, Julian was skilled in writing and editing news stories as well as doing analyses and feature stories. In the last ten years, as a consultant and trainer, Julian has extended his experience and services to multinationals such as Accenture, Bayer, Chevron, HP, IBM, HP, Lend Lease, Maxis, Nestlé, Petronas and Proton. He is also the director and co-founder of consulting and training firm Trinetizen Media. Julian presents regularly for Intelectasia’s annual PR Bootcamp series on Social Media PR. He is also the media trainer who trains the media. He has developed and presented over 30 workshops on Multimedia Journalism, Social Media Journalism and Mobile Journalism for reporters, editors and photographers of leading English daily The Star, national news agency Bernama and national broadcaster RTM, which were specifically for media professionals transitioning to online media.

Page 3 of 4

5.0 COMPANY PROFILE: TRINETIZEN.COM

Trinetizen Media Sdn Bhd is an independent media training company and consultancy set up in 2000 and based in Petaling Jaya, Malaysia. It is co-founded by Anita Devasahayam and Julian Matthews, former journalists who have extensive experience in media relations, consulting and training.

The company develops and presents customized, in-house training programmes for senior management, executives and professionals in local companies and multinationals on media relations, investor relations, crisis communications, corporate social media, multimedia journalism and effective spokesperson communications. As certified trainers, we have trained over 500 senior management, executives and professionals in multinationals, small-and-medium enterprises and non-governmental organisations. We have also trained over 300 journalists, editors and photojournalists in The Star, the

No 1 English daily in Malaysia, Bernama, the national news agency and RTM, the

national broadcasting station, the Commonwealth Journalists Association and publishing

houses HCK Media and Mongoose Publishing from 2006-2016.

We also consult with clients on formulating crisis communications plans and media

relations strategies for online and print media and continue to produce news and feature

stories for placements in targetted media.

The panel of trainers are certified to conduct training for employers who are contributing to the Human Resource Development Fund (PSMB).

PARTIAL CLIENT LIST: Advanced Micro Devices Inc, Bayer Co (M) Sdn Bhd, Bernama

(National News Agency), Bursa Malaysia Bhd, Celcom Bhd, Chevron Malaysia Ltd,

Cybersecurity Malaysia, DiGi Telecommunications Bhd, Embassy of Japan, ExxonMobil

Exploration and Production Malaysia Inc, Golden Screen Cinemas Sdn Bhd, GITN Sdn

Bhd, ING Funds Bhd, Johnson Matthey Sdn Bhd, Jotun (M) Sdn Bhd, Kulim Technology

Park Corp Bhd, Kuwait Finance House Bhd, LKT Industrial Bhd, Maybank Group,

Motorola Malaysia, OSK Investment Bank Berhad, Palm Oleo Sdn Bhd, Packet One

Networks (M) Sdn Bhd, Public Mutual Bhd, Penang Seagate Industries (M) Sdn Bhd,

Radio Televisyen Malaysia (RTM), Recall Malaysia, Securities Commission, Selangor

Dredging Bhd, SDB Properties Sdn Bhd, Taylor’s University College, Telekom Malaysia

Bhd, Texchem Resources Bhd, WAO Malaysia, WWF Malaysia.

Page 4 of 4

6.0 TESTIMONIALS

“Julian is a master at his craft. He pulls out an array of real-life and personal experiences to illustrate his points. As a former journalist he knows all the tricks of the trade,” Mohamed Iqbal, Head of Retail and Commercial Banking, Kuwait Finance House Bhd. “It was an excellent, informative and entertaining workshop! Julian keeps the pace going nicely, no slow/meandering lecturing, introduced us to the stuff and moved on. Also mixed tech how-to’s with inspirational/mentoring. Great!” Andrew Sia, Chief Reporter, Star Publications Bhd. “A well-organised training full of fun and information on how to handle the media. Both trainers are experienced and have the ability to motivate the participants,” Tuan Haji Ismail Harun, Vice President, Corporate Office, Packet One Networks (M) Sdn Bhd. “Julian did his homework on our organisation very well. It helped participants to relate to the subject/topics being discussed,” A. Shukor Rahman, Communications Manager, Malaysian Software Testing Board. “Very beneficial training session. Trainers are very engaging with up-to-date materials. Group discussion and mock session very beneficial,” Mokhtar Ali Ismail, PGPA Manager, Chevron Malaysia. “This is a great platform to get myself updated about the media. The knowledge should help me improve my work in media planning and management, as well as improve the way I should assist in handling media and media-related issues for my company,” Cindy Thean, Pacific Mutual Fund Bhd. “A short brief intro into media training – yet well covered and delivered in a fun and lively way.” Sharon Chow, Bayer Company Malaysia. "Very interactive workshop with lots of humour which keeps the workshop alive," Ng Yen Yen, Penang Seagate Industries. "It was very interesting and informative. I'll definitely recommend friends and colleagues to attend your seminars," Ivan Goh-Lee, Texchem Resources Bhd. “I learnt a lot of useful tips that I can apply in my daily job with regards to social media. Excellent!” Adeline Abdul Ghani, Asst Mgr, PR & Communication, Gleneagles Kuala Lumpur.

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1

Day 3:

Social Media & PR

Exercise 1: Get social • Go find a person across the table or

the room that you do not know

• Find out three things: – Similarities

– Differences

– Share something unique, interesting OR life-

changing about you that few people know

about

• You have 10 minutes

2

What connects us?• Mutual friends

• Alma mater

• Where we work/ed

• Where we live/d

• Common

experiences

• Abilities, skills

• Family, Children

and Pets

• Food and Drinks

• Sports, Fitness,

Health

• Hobbies

• News

• Books, Movies, TV

shows, Music

• Travel: Where

we’ve been

• Nostalgia

• Unusual stories

4

Module 1:

Key Trends in

Social Media

3

5

The Internet circa 1996

6

The challenge in 2016 and beyond

4

Early days…

7

8

6

Living in a selfie world

11

The comeback

12

7

Exercise 2: Wefie

• Break into groups

• Take a we-fie (group selfie)

• Get creative

• Post on any social media account

• Most likes, shares, comments wins a prize

13

Media diet has changed

8

Where is everyone?1.59 billion monthly active users

Malaysia: >19 million

1b unique users/month, 6b hrs watched/month100hrs of video uploaded/1 min

1b monthly active usersMalaysia: 75% penetration

400 million active users/month

414m registered usersMalaysia: >2m

320m monthly active usersMalaysia: >2m (estimate)

200m daily active usersMalaysia: ?

217 million blogs

76.5 million blogs

100 million active users 15

Sources: Statista(Feb, 2016), ExpandedRamblings.com, Facebook, Linkedin, Twitter,

Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR

Celebs have hugereach and influence

Facebook Fan Page:

Zizan Razak : 3.55m likes

Lisa Surihani : 2.75m likes

Twitter:

@LisaSurihani : 2.98m Followers

@zizanrajalawak : 2.14m Followers

Instagram:

Zizanrazak869 : 2.6m Followers

Iamlisasurihani : 2.2m Followers

Twitter:

@bharianmy : 966k Followers

@StarOnline : 672k Followers

@hmetromy : 516k Followers

@Malaysiakini : 498k Followers

@bernamadotcom: 400k Followers

@umonline : 301k Followers* As of March 1, 2016

Facebook Fan Page:

Berita Harian : 3.51m likes

Harian Metro : 3.09m likes

Sinar Harian : 2.48m likes

Utusan Online : 1.59m likes

Malaysiakini : 1.25m likes

TheStarOnline : 603k likes

Bernama : 291k likes

9

Multi-screen watchers

10

“57 channels and nothing on” –

B.Springsteen

20

11

Case study: Zalora surprises couple after exchange on Facebook

It began with a Facebook post…

13

The “viral” campaign:ALS ice bucket challenge

• Simple: Visual, fun, shareable, easy to replicate

• Gamify: Set up a challenge that was passed on to 3 others, feel-good factor of supporting a worthy cause

• Authentic people power: Attracted celebs and ordinary folk. Real stories of people with ALS and their family and friends.

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14

27

Can we ignore

social media?

28

There will be consequences…

15

29

1. You won't know what people

are saying about you

The conversation is taking place anyway.

You can choose to participate or you can

ignore it, but people are talking -- even

when you're not listening.

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2. You won't know what's going on

Listening in to conversations on Facebook, Twitter and the

blogosphere is like having a free focus group going 24/7.

If you listen to your market, you'll be able to anticipate

customer needs, make better products, improve services and

hear what's wrong with what you are currently delivering.

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3. No one knows the real you

• Someone may already be squatting on your brand and

spewing false corporate messages

• If you don't secure your brand accounts on Twitter,

Facebook, no one will know if it's real or fake.

• Get out there with your own voice and establish a

reputation for authenticity and truth - it's a lot harder

for someone else to hijack your brand.

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4. When you need a voice, you won't have any credibility

• Typically, organizations only think of a blog or a

Twitter account, after a crisis hits.

• Whether you're talking online or off, it takes

months – even years – to establish trust in a

relationship.• You need to start the conversation in order to

start making deposits in the bank of trust. Then when you need it, the credibility will be

there.

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33

5. You're giving away a

competitive advantage • Whether you are listening

or not, chances are your

competition is monitoring

what your stakeholders

are saying about you.

• They may get the

feedback you don’t and

be able to bring a new

product to market faster,

and meet the needs of

the marketplace better

than you can.

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18

35

4-step social media guidance

Step 1: Listen

What are people

saying about your

brand online?

Who’s saying what?

Who comments and

responds?

What they say and

how they say it.

36

Make friends – one at a time

Participate in conversations and find your voice

Observe comments and reactions, if any

Do not dominate the conversations!

Step 2: Connect

19

37

2/3 of the economy now influenced by

personal recommendations – McKinsey&Co

38

Step 3: Add value

Find unique and

genuine ways to reach

out to help.

Bring authority and

credibility to the

conversation.

Do not flood streams

with marketing

messages!

20

39

Step 4: Measure

Track engagement, pageviews, unique visitors, downloads, subscribers, followers, fans

Cost savings, sales and call-to-actions

Measure sentiment, positive vs negative comments, issues resolved, feedback received

40

Five key trends in social media in 2016

1. Mobile-centric: It has to work on phones

2. Visual: Rise of videos, photos, infographics

3. H2H: Humanizing the experience wins

4. Social media management going in-house,

round-the-clock monitoring is the reality

5. Early days yet, big corporations still make

blunders

1

Module 2:

Content creationin social PR

Who made this mess?

2

3

Content creation:

What’s your story?

5

Back to basics

Audience

Story

Context

: WHO : WHAT: WHY should I care?

6

4

Case study: Kirkby

Know your subject

6

David Wu: Walking the talk and #ProjekWumah

11

It’s not the technology, tools, devices or apps.

It’s the story.

12

7

Content creation

1. Trigger reactions (likes, shares, re-posts):

• Share personal stories in the authentic voice of your brand, or individuals that represent your brand values eg: CEO’s speeches, anecdotes and quotes, customer testimonials

2. Seed conversations:

• Post summaries of an event

• Share a new idea and ask community to brainstorm

• Create a list and ask community to add to it

3. Get visual:

• Use better photos and videos

Formal

8

9

Scotia Bank targets younger clients

Nike

10

Starbucks UK

Starbucks white cup contest

11

What kind of photos work online?

Action

12

13

Emotion

14

Tobii ET-17 eyetracker

What the Eyetrack studies tell us

Source: Poynter Eyetrack07 Studies

15

Nielsen Norman Group 2005 eyetrackstudy: Photos viewed differently

Source:http://www.ojr.org/ojr/stories/070312ruel/

16

Celebrity mattersCelebrities make a difference

17

18

Case study: Intel

• Turning followers into brand ambassadors

Source: Ekaterina Walter, Social Media Strategist, Intel

Get to know your audience

19

Make it fun with quirky questions, games, polls

Avoid automated updates*

• Frequent automated status updates makes your Page inhuman

• Facebook hides repeated updates in “Show Similar Posts”

• Space out updates so you don’t clog up your fans News Feeds – 3 to 5 posts/day

• Find a balance between “official” updates and being human and spontaneous

* Exceptions: Long weekend or going on leave or reaching customers in different

time zones. Do not post every tweet to FB, instead use Selective Tweets app and

#fb to cross-post relevant tweets.

20

Encourage shares, @mentions, show gratitude for sharing

• Use @<insert name of fan> to encourage interaction

• Use of photos and videos gets a lot of traffic

40

Meet f2f: Offline engagement

• Organize tweetups, blogger meets and Facebook fan days or “meet the social media team”

• Invite fans for launches, roadshows, community projects, sponsored events, festivals

21

Provide house rules or moderation guidelines

Celebrate milestones

22

10 posting ideas 1. Have guest posts from analysts, industry experts,

influencers

2. Share other people’s posts that are in line with your brand values

3. Hire a reporter, commission stories

4. Create infographics, work with graphic artists

5. Outsource content creation to Fiverr.com, Guru.com

6. Buy or commission original photos

7. Video your own content: slice and serve

8. Gamify: Have polls, quizzes, contests, giveaways

9. Get thematic: Green Week, Nostagic Thursday, History Month, use a unique hashtag

10. Go live: Expert hour, CEO answer time

Useful apps• Managing on mobile: Facebook Pages Manager

App

• Scheduling posts: Hootsuite, Post Planner, Buffer

• Aggregation, curation: Storify, Storyful, Shorthand,Storehouse.co

• Live: Facebook Live, CoverItLive, Livestream, Ustream, Periscope, Snapchat

• Short video: Boomerang, Vine, Snapchat, Instagram, Twitter

• Mobile video editing: iMovie (iPhone)

• AndroMedia or Kinemaster (Android)• WeVideo

• Jotting notes: Evernote

23

Social media and you

• Four pillars of engagement: Content, Communications, Credibility, Community

• Choose the different types of social content that plays to your strength: eg: newsy, humorous, weekly thought leadership, customer support, daily helpful tips, photoblog

• Choose your channel: Blog, Twitter, Facebook, LinkedIn, YouTube, Pinterest, Mobile Apps

• Set guidelines to moderate comments and manage negative feedback

• Use best practices of posting on social media channels

1st Social Media President

24

Social media and the banana leaf

Digital banana leaf

25

Ten best practices on social media1. Use your real name and real photo on

profiles: No pets, kids, cartoon characters, emojis, etc

2. Fill up your profile in Linkedin, Facebook, Twitter, Blogs

3. Use unique hashtags

4. Share and cite: Find great stuff to share, attribute the sources, ask permission if you have to

5. Be active and post original thoughts yourself. Don’t steal, copy and paste nor automate everything.

6. Don’t hard sell: If you are plugging your own product, service, company, say so but preface with “Shameless plug…”

7. Be authentic and comfortable in your skin. Your professional and social life must make peace with each other, find the middle ground. Have personal opinions but know when to draw the line. Preface it with IMHO or “This my personal opinion...”

8. You are an ambassador for your brand 24/7. Online or offline. Exemplify the brand’s values

9. Don’t share information said in confidence, or will reflect badly on your CEO’s or organisation’sreputation

10. Add value, don’t just take, take, take

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51

“In the past you were what you owned.

Now you are what you share,”

Charles Leadbeater

Trinetizen Media 2015

Facebook Page checklist Use this checklist to audit your own brand pages and benchmark against your competitor’s brand pages

1. Does it have an engaging and professional Cover photo? (851X315 pixels)

2. Does it have a tagline or any demonstrated benefits on the cover photo?

3. Does it have an interesting Profile photo that is clear and easy to see? (160X160pixels)

4. Does the About (Short Description just below Profile photo) describe the company

concisely. (Option: Does it have your website address)

5. Is your entire About section filled with the benefits of your business and good

keywords?

6. Does the page have customized or vanity URL eg: fb.com/companyABC

7. Do you have Facebook Apps installed? How many and what do they do?

8. Do you have a Facebook App installed that will collect emails of potential clients, as a

lead generation tool?

9. What is the current Facebook engagement rate of your Page: People Talking About This

(PTAT) divided by total Likes? Is it over 2%? (PTAT is a rolling 7-day period, updated

every 24 hours, and includes all page likes, post likes/comments/shares, @ tags, wall

posts and event RSVPs.)

10. Is the Page admin posting regularly?

11. Is the Page admin asking questions, conducting polls, organizing contests or providing

tips?

12. Is the Page admin sharing photos and videos in posts to try and get engagement?

13. Is the Page admin tagging the faces of people in those photos?

14. Are people liking, sharing or commenting on the posts?

15. Is the Page admin responding to comments promptly?

16. Is the Page admin varying posts or regularly posting a themed post eg: Happy Monday,

Green Tip Tuesday, Friday Fun?

17. Is there unanswered posts on the Timeline?

18. Is the Page admin Liking other Pages that are related to the company eg: Subsidiaries,

Brand Ambassadors, Causes, CSR-related organizations, Partners.

19. Does the company’s website link to Facebook Page?

20. What is the company using Facebook for: awareness, branding, marketing, selling,

customer support, CEO thought leadership, photos and video tips, etc.

1

1

Module 2b:

2

Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

2

3

4

From Twitter to Front page

3

5

Lessons

• 1-PERSON: A single person with a smartphone

can make a huge impact globally

• 2-WAY: Some characteristics of social media:

speed, amplification, pass-along value,

archival, offers instant feedback and more

engagement

• LIKE-ME: People care more when it’s someone

“like me”: more human, more real, more visual,

more believable, more authentic

6

Would you trust a surgeon who

tweeted your operation?

4

7

Tweeting what you eat

8

#defahmi vs Blu Inc

5

9

Twitter as a canary in the coalmine

10

6

11

“Water me, please!”

12

How companies use TwitterEXTERNAL

• Customer service• News, blog updates• Branding, promotion,

marketing• PR, media relations• Finding leads,

prospects• Extending touchpoints• Community building• Networking, tweetups• Direct sales• Recruitment• Driving traffic to website

INTERNAL

• Connecting sales teams

• Coordinating

decentralized teams

• Event planning

• Project status and

updating staff

• Employee support

• Mentoring

• Problem-solving

• Purely social

7

13

CIMB on Twitter: Customer servicetwitter.com/cimb_assists

Twitter: Best practices• Listen: Follow popular tweeters first

• Share: Find great stuff to share

• Be authentic

• Be active! No one is interested if your last tweet was from several months ago

• Don’t hard sell: If you are plugging your own product, service, event, cause, say so. Preface with “Shameless plug…”

• Preface a personal opinion with IMHO, or “My personal opinion is…”

8

Twitter: Best practices for PR pros1. Fill up your profile: Use proper headshot, real

name2. Listen: Follow popular tweeters first3. Be authentic and interact: Don’t be robotic4. Be active! Tweet, re-tweet regularly5. Share and cite: Find great stuff to share, cite

sources6. Tweet about your profession, field of expertise,

industry: Use hashtags, lists7. Don’t hard sell: If you are plugging your own

product/service, say so. Preface with “Shameless plug…”

8. Have personal opinions but know when to draw the line (you still represent the company 24/7). Preface a personal opinion with IMHO, or “My personal opinion is…”

16

Scott Monty, ex-Ford1. Always shows gratitude

2. Constantly corrects misinformation

3. Encourages conversation

CEO and founder of

Scott Monty Strategies,

@scottmonty, formerly

head of social media, @ford

9

17

Frank Eliason, Citi, formerly of Comcast

EVP, Head of US Digital &

Customer Experience

for @ZenoGroup,

@frankeliason, formerly

@comcastcares, @askciti

4. Problem solver: Fields customer

support issues, re-directs to right person

5. Always helpful and adding value

18

Lee Aase, Mayo Clinic

Director, Social Media, Mayo

http://tinyurl.com/smugu

@leeaase, @mayoclinic

6. Health tips

7. Sharing patient, inspiring stories

8. Promoting radio shows, webcasts

10

19

“People relate to people, not companies,”

Tony Hsieh, Zappos.com,

Zappos.com: Shoevangelism

20

Case study: Zappos.com

• Free shipping, a 24/7 open call center, and 365-

day return policy.

• Turned an e-commerce shoe site into a US$1B

business in 10 years. Sold to Amazon.com

• Obsession with customer service, little

advertising, organic word-of-mouth

recommendations.

• Five weeks of employee training on culture,

core values, customer service. Uses Twitter as

communications channel.

11

21

22

12

23

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Twitter 101

1. A tweet is 140 characters long2. RT: re-tweet other tweets you think are worth

repeating, 3. @username: used to reply to someone or

engage in a conversation or as a hat tip. This a public tweet everyone can see. Eg: @username message

4. dm or d followed by space, then name of person eg: d username message OR click Messages (next to Profile). You can’t send private message to someone unless you both follow each other (soon to be allowed)

13

25

Twitter 101: Using #hashtags5. The Hash Tag aka Pound Symbol [#] is

used to categorize tweets into topics, events, trends.Hashtags are the Twitter equivalent of keywords. eg: #socialmedia

6. Search specific hashtags and save those searches for future reference.

7. Tip: Use a unique hashtag to promote a contests, event or product eg: #contest123 (make sure no one is using it first)

8. #followfriday or #ff is used by a majority to spotlight individuals they consider worth following, not necessarily on Friday

Hashtag Fail: #MyNYPD backfires

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Short links

• Helps reduce character space. Became

popular with rise of Twitter

• Popular services: tinyurl.com, bit.ly

• Others: is.gd, snipurl.com, tr.im

• When posting a link, use Topsy.com to find

out how popular/timely the link already is

and whether your friends have already

tweeted/posted it.

• Bit.ly provides transparent stats: Add + sign

at the end of shortlink eg: bit.ly/123456+

1. 2.

28

Must-know Twitter Basics

Settings: Profile

Time Zone/Location

Email Notifications

Design

Follow

Tweet

RT

Reply @Username

Shortlink

Messages(DM)

#hashtag

Favorite

Interactions

Mentions

Searches

Lists

Trends

Post a photo

Post a video

Post to Facebook

Selective Tweets

Block spammer

Who To Follow

Apps

15

Twitter Cards

• https://dev.twitter.com/cards/getting-started

• http://www.socialmediaexaminer.com/twitter-cards-types/29

30

Sample Twitter Accts/Lists

• Journalists on Twitter: http://muckrack.com

• List of Malaysian journalists:

http://twitter.com/trinetizen/malaysian-journalists

• List of Malaysian media:

http://twitter.com/trinetizen/malaysian-media

• List of Malaysian politicians:

http://twitter.com/trinetizen/malaysian-politicians

• List of Malaysian celebs:

http://twitter.com/trinetizen/malaysian-celebs

• List of Malaysian brands:

http://twitter.com/trinetizen/malaysian-brands

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Useful Twitter apps• Twitter clients: Tweetdeck, Ubersocial,

Hootsuite• Twilert: Put in a keyword and get emails when

others tweet it• ClickToTweet: Generate a tweetable• Twellow, Twitterfall: Search for tweeple• Twitter Photo, Instagram: Post photos• Vine, Instagram Video: Post videos• Periscope: Post live video• TwitterCounter: Useful Twitter stats• Tweetreach, Followerwonk.com: Analyze

reach

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Outreach/CSR: Tweetups

17

33

•Raised RM11,000 + two desktop PCs

+ Broadband

•Destiny Starting Point, a home Klang

34

Celebs using Twitter to promote their causes

http://twitter.com/JamieOliver

http://twitter.com/aplusk

http://twitter.com/RyanSeacrest

http://twitter.com/oprah

http://twitter.com/QueenRania

http://twitter.com/JimCarrey

http://twitter.com/BillGates

http://twitter.com/charlizeafrica

List: celebritytweet.com

18

35

Exercise: Twitter• Go to Twitter (set up account, if you don’t already

have one)

• Find a news release from your site to tweet

• Make a shortlink using bit.ly of that story link

• Create 140-character tweet and add the short link

• Find people to follow

• Create a list

• Re-tweet another person’s tweet

• Post a photo

Trinetizen Media 2015

Twitter for Business checklist Use this checklist to audit your own Twitter account and benchmark against your competitors.

1. Does it have an engaging and professional Cover photo? (1500X500 pixels)

2. Does it have an interesting Profile photo that is clear and easy to see? (400X400 pixels)

3. Does the Profile (Short Description just below Profile photo) describe the company

concisely? Does it have your website address and business location?

4. Is the admin posting regularly: __daily, __weekly?

5. Is the admin asking questions, providing tips, linking to company/industry news, adding

value, interacting with followers?

6. Is the admin sharing photos and videos in posts to try and get engagement?

7. Are followers favoriting, @mentioning, replying and retweeting posts?

8. Is the admin using hashtags appropriately?

9. Is the admin responding to comments promptly?

10. Is there unanswered posts on the Timeline?

11. Is the admin retweeting posts that correspond to company’s brand values?

12. Is the admin linking to useful content that others find worth mentioning?

13. Is the admin using shortlinks (bit.ly) to track popularity of posts?

14. Is the admin varying posts or regularly posting a themed post eg: Happy Monday, Green

Tip Tuesday, Quotable Wednesday, Retro Thursday, #FollowFriday ?

15. Is the admin following other accounts that are related to the company eg: Subsidiaries,

Brand Ambassadors, Causes, CSR-related organizations, Partners.

16. Does the admin create Lists and make them available for others to subscribe?

17. Does the company’s website link to the Twitter account?

18. Is the company using separate Twitter accounts for: awareness, branding, customer

support, marketing, sales, recruitment, CEO thought leadership, photos and videos?

19. Is the admin monitoring the Twitter performance through its analytics?

20. Is the admin using Twitter Cards to promote content from its website?

1

1

Module 3:

Social Media Crisis

2

1. One bad interview can ruin your company’s reputation

3

2. You are already a brand ambassador(so you need to know how to promote your company’s agenda 24/7/365 to the media)

4

3

3. Perception matters -- media visibility affects the bottom line

Takata shares plunge as Honda drops supplier

BP profits slump after

huge oil spill charge

Uber hits back at claims of thousands of rape and sexual assault complaints

Jury Orders J&J to Pay $72M in Ovarian Cancer Talcum Powder Case

Volkswagen Shares Dive

on New Emissions Woes

4. Speed matters

6

4

5. Being professional matters

7

8

8

DefinitionsA crisis is an event or series of events which can severely damage the reputation of an organisation. It can interrupt normal workflow and threaten the organisation’s very existence.

Crisis communications is a responsible programme to minimize damage to a company’s reputation through active engagement and communications with employees, stakeholders, the public and the media

5

9

Types of crises

• Financial: Bank run, hostile

takeover, government-forced

merger, sovereign defaults, stock

crash, bubbles, currency crises

• Corporate/legal: Lawsuits, anti-

trust, copyright infringement. Eg.

Microsoft.

• Brand terrorism: product

tampering, malicious rumours,

corporate espionage, hacking. Eg.

Tylenol.

• Medical: Mass hysteria, flu

outbreak, H1N1, SARS

• Natural disasters: Tsunami,

landslides, flash floods, freak

storms.

• Accidents: Vehicle crash, explosions,

careless handling of hazardous

material, fire

• Product/service failure: Product

recalls, faulty service. Eg. Firestone.

• Organizational misdeeds:

Management misconduct, deception,

financial fudging, stock manipulation,

kickbacks. Eg. Enron, Satyam, VW

• Workplace issues: Violence, sexual

harassment, discrimination

• Technological crises: eg: phishing

scam, skimming, systems crash, data

loss, software failure, blackouts. Eg.

KLSE crash.

• Confrontational: Boycotts, picketing,

sit-ins, strikes, blockade or occupation

of buildings

Types of crises

High business impact

Low business impact

Low probability High probability

Hostile takeover

Product incidents

Boycott

Class-action

lawsuit

Environmental

catastrophe Accident

on premises

Financial crisis Management

mistakes

Sabotage

Dismissals

Corruption

Sexual

harassment

Pressure group

actionsStrikes

IP copyright

infringement

RetrenchmentTrade sanctions

6

11

Online detection

Example warning signs:• Rise in customer service

complaints online

• High criticism of services in social

media

• Negative sentiment of organisation

in online monitoring and tracking

tools

• Online media critical of inaction

• Unusual staff turnover, employee

discontent reflected in social

networks

• Infrastructure starting to break

down

12

Being proactive

1. Have planned responses, holding

statements ready

2. Cultivate strong relationships with editors,

influencers

3. Keep employees informed: nip rumours in

the bud on one-to-one basis

4. Go public on your website with denial if

required

7

Establishing your own social media listening posts

• Resources: Internally monitor keywords via search engines, alerts, dashboards, analytics

• Externally use an media monitoring agency to measure mentions, sentiment, manage social media channels, monitor keywords, competitors, issues

• Build relationships with key influencers by engaging with them online

• Build a social media response chart and assign staff to monitor and take action where necessary

• Get management buy-in, draw up social media policy and guidelines for staff engagement

Social media monitoring

and analytics• Google Analytics

• Facebook Insights

• Twitter Analytics

• Buffer

• Hootsuite

• Kissmetrics

• Go Googol

• Sprout Social

• Meltwater

• Quintly

• Klout

• Socialbakers

• Moz Pro

• Sysomos Expion

• Isentia

Bonus: http://simplymeasured.com/freebies#/

8

Map out social media response flow chart

15

Managing community• Delete: Warn the poster, point to

guidelines, policy• Ignore: Does not require response,

responding may do more harm• Validate: Show gratitude, agree,

vouch for accuracy, add value to point made

• Escalate: Requires higher authority to act

• Re-direct: Poster’s grievance in wrong channel or directed at wrong person. Re-direct to right personnel

9

17

• What happened?

• When and where did it happen?

• Who is dead, injured or affected?

• How did it happen?

• Has it happened before?

• What parties were involved?

• What are you doing about it?

• When will it be resolved?

• Who is in charge?

• What is the extent of damage?

• Why did it happen?

• Will it happen again?

• What was the ‘real’ cause?

• Who is responsible?

• Who is to blame?

What the media wants in a crisis

18

Crisis Spokesperson: Regret, Reason, Remedy

1. REGRET: – Show genuine concern for victims, express regret,

apologize if necessary but be specific– Say what needs to be said to victims and their families– Who can the people affected call?

2. REASON:– 5Ws 1H. Just the facts, do NOT speculate on How and

Why. If you do not know say you don’t know – pending investigations

3. REMEDY:– What are you doing to fix it?– What resources have been allocated?– Is the environment secure now? Is the public still at risk?

Is it safe to go there?– How long is the remedial action going to take?– When can we hear from you again?

10

19

When the media calls

1.“We know and here are the

facts.” (Holding statement)

2.“We don’t know everything at

this time. Here’s what we

know. We’ll find out more and

let you know by XX:00 time.”

3.“This is first we have heard of

it - but we’ll find out more and

get back to you.”

Note: Do not hang up or say

no comment!

20

Tools for responding to media in a crisis

Traditional

• Holding statement

• Press release

• Fact sheet

• Q & A or F.A.Q.

• Press conference

• Memo or letter

• Advertisement

• One-on-one interview

• 24-hour hotline

Social media• Light up dark site

• Fill with hourly/daily updates on Facebook or Twitter

• Video on YouTube

• Set up a blog or feedback forum (*be prepared to monitor)

• Crowd-sourced survivor lists

• 5-digit SMS hotline

11

21

Who does what in crisis communications

Crisis Management Team Leader:• Collect all relevant information and get it to

communications• In almost all circumstances, the incident

commander/crisis manager is main spokesperson on the ground

Communications:• Develop holding statements/Q&A/FAQ for use with

media• Get spokesperson prepared, rehearse statement.• Monitor news coverage• Develop internal communications strategy/materials.• Counsel the next course of actions for

communications

22

– Within two hours• Holding statement• Update online media

(post content on dark site)• Inform staff

– Within six hours• Press statement• Press conference (if necessary)• Produce sound clip/ TV footage • Set up crisis hotline

– Within 24 hours• Arrange interviews • Gather third-party statements

– Within a few days• Detailed discussions with journalists• Personal discussions with media and key opinion leaders• Internal media• Place ads

All about speed

12

23

Holding statement: eg. Fire• Provides the media with an initial statement of

facts that can be used immediately when crisis breaks

• Answer the four Ws: Who, What, When, Where.Explain WHAT the incident is. Identify WHO is involved, tell WHERE and WHEN the incident occurred, explain WHAT action is being taken to respond to the incident.

• Do not speculate on the How, How Much or Whyif you do not know the answer yet. When in doubt leave out.

• DO NOT disclose any names of dead or injured until next-of-kin is informed. (Reporters may get names from police or hospital. When you are ready to release names, appeal to media to respect the privacy of family and relatives in their time of bereavement.)

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Example: Holding statement

At approximately 9am today, March 30, 2016, a fire occurred at _____________.

All our employees evacuated the building safely. The local police and fire services were alerted and the situation is now contained.

Our immediate concerns are for the safety and well-being of our staff and the public and to minimize the impact to the surrounding area.

We will keep you updated as more details become available. (Please check our website/blog or call the hotline_____________)

13

25

Follow-up statement• State whether fire is put out, any people injured

and surrounding community is secure.

• Show empathy, regret and appropriate concern for victims, their families and those affected.

• State that the safety and security of your customers and employees is always your highest priority.

• Name the agencies you are working with – eg. police, hospital, local council, fire department, hazmat, search and rescue, enforcement – who are responding to this incident.

• State whether investigations and related follow-up activities are on-going.

Case studies

26

15

29

Social media amplifies crisis

30

KFC statements

Feb 7, 2012 Feb 9, 2012

Feb 8, 2012

17

Case study: LRT danger

Group MD tweets1.19pm Nov 23

1.21pm Nov 23

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Facebook post Tweet @MyRapidKL

Re-tweet media tweets

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37

LRT 2012: Old pic from 2006

posted as new

1. Be ready to act

fast

2. Get ahead of the

rumour mill

3. Act appropriately

for each crisis

38

“Woman dies in fire as BHP staff refuse to loan fire extinguisher”

Sara Mateoi, mother of dead student, Florina Joseph. –The Star

20

39

Case study: BHP• Trapped 27-year-old student

Florina Joseph screams for help after crash with another car and lorry.

• Passer-by Teo Chai Hong races to nearby BHP to get a fire extinguisher.

• Two attendants refuse to open doors despite pleas and offer of identity card.

• Teo returns to scene to see student and car engulfed in flames.

• Teo posts his account online.

• Media picks up story after it spreads on social networks.

40

Social media impacts brands

Facebook protest group

Boycott inHumane Petrol

picks up 8,000 likes in 22

days.

21

41

Responses from BHP

1.BHP government relations manager Abdul Kaiyum: “Teo

was not acting calmly when asking for assistance. Neither

did they refer to their supervisor because it was past

midnight. The two of them previously had been attacked

and beaten up by assailants while on duty at the

station”June 3, 2010 Komunitikini

2."We regret this has happened. The incident took place at

3am. Thefts and robberies at service stations are common

during these hours. Thus staff at the service station were

only concerned and did not respond to the request as the

attendant could not see the accident which took place

some 300m away.” statement issued to Malay Mail, June

4, 2010.

42

3.BHP managing director Tan Kim Thiam had

expressed regret over the incident, saying the

attendants had refused to open their doors because

robberies were common at that hour. “The staff were

concerned and did not respond to the request as

they could not see the accident,” said Tan, who

declined to comment further. The Star, June 5, 2010

4.“As the BHP staff could not see the accident, then a

misunderstanding occurred with Teo claiming the

staff refused to hand him a fire extinguisher,” said a

BHP spokesperson who declined to be named.

Malaysiakini, June 8, 2010

(Note: Cancelled a press conference on June 7, 2010)

22

Exercise

In the four statements above what did BHP

lack in its first responses to the media?

1.

2.

3.

4.

5.

43

44

Do the right thing!

23

45

BP: Leadership matters

46

BP CEO’s Gaffes• May 3: “Well, it wasn't our accident...The drilling rig was a

Transocean drilling rig. It was their rig and their equipment

that failed, run by their people and their processes.”

• May 14: “The Gulf of Mexico is a very big ocean. The

amount of volume of oil and dispersant we are putting into it

is tiny in relation to the total water volume.”

• May 18: “I think the environmental impact of this disaster is

likely to be very, very modest.”

• May 30: “We're sorry for the massive disruption it's caused

their lives. There's no one who wants this over more than I

do. I would like my life back.”

• May 31: “The oil is on the surface. There aren't any plumes.”

(Scientists had video images to prove otherwise)

24

47

48

The web community had already

hijacked the brand

25

49

50

They found fault everywhere

BP crisis command centre posted on official website

26

51

Original picture posted later

52

Bloggers say it was “photoshopped”

27

53

53

Dell laptop explodes at Japanese conference

By INQUIRER.net newsdesk: Wednesday 21 June 2006

An Inquirer reader attending a conference in Japan sat just feet away from a laptop computer that suddenly exploded into flames, in what could have been a deadly accident.

Gaston, our astonished reader reports: "The damn thing was on fire and produced several explosions for more than five minutes"…

For the record, this is a Dell machine," notes Gaston. "It is only a matter of time until such an incident breaks out on a plane," he suggests.

Our witness managed to catch all the action in these amazing pictures….

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54

28

55

55

56

56

Good news, get it out fast

Bad news, get it out faster!*

(*Caveat: Information is verified)

29

57

57

Dell to recall 4m laptop batteriesCNET News.com,August 14, 2006

Dell and the U.S. Consumer Product Safety Commission plan to recall 4.1 million notebook batteries on Tuesday, a company representative confirmed.

The recall affects certain Inspiron, Latitude and Precision mobile workstations shipped between April 2004 and July 18, 2006. Sony manufactured the batteries that are being recalled, the representative said.

This looks like the largest battery recall in the history of the electronics industry, said Roger Kay, an analyst with Endpoint Technologies Associates. "The scale of it is phenomenal."

58

58

Sony delays response, crisis lingers in public eye…

•Aug 15, 06: Dell recalls 4.1m batteries

•Aug 24, 06: Apple recalls 1.8m batteries

•Sept 15, 06: Virgin Atlantic, Qantas and Korean Air

ban use of Dell and Apple laptops on board its planes,

unless the battery removed

•Sept 28, 06:Lenovo/IBM: 526,000 batteries

•Sept 29, 06:Dell increases recall to 4.2m

•Sept 29, 06:Toshiba recalls 830,000 batteries

30

59

59

ThinkPad explodes in LAX airport, posting on Gizmodo.com, Sept 16

“So we're waiting for a flight in the United lounge at LAX, this

guy comes running the wrong way, pushing other passengers

out of the way and quickly drops his laptop on the floor. The

thing immediately flares up like a giant firework for about 15

seconds, then catches fire….”

60

60

Charred remains of IBM notebook on terminal floor

31

61

61

Crisis escalates and spreads online

62

62

Sony finally responds…

Sept 30, 2006: Sony finally announces global recall of 9.6 million PC batteries. The recall and replacement would cost as much as 50 billion yen (about US$423 million)….

…but profit plunges 94 percent for

July-Sept quarter

32

63

63

Dell’s Response• Determines cause – battery supplier,

executes costly remedial action with safety in

mind.

• Liaises with authority: Works with U.S.

Consumer Product Safety Commission to

announce global recall of 4.1 million laptop

batteries.

• Used website: Sets up recall website for

customers to check affected units.

• Assures safety: Guarantees replacement

batteries are safe.

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'Alien' substance caused Dell notebook battery to ignite

By Julian Matthews, ZDNet Asia October 23, 2000.

KUALA LUMPUR – An 'alien' substance was mixed into the production process of the battery that caused a Dell customer's notebook to burst into flames and prompted a recall last week.

"As a result of analysis, we defined the cause of the short circuit that occurred in one cell was due to mixing of an alien substance at one production process," said Yoshiyuki Arikawa, a spokesperson of battery-supplier Soft Energy Company, a unit of Japanese consumer giant Sanyo Electric Co Ltd.

In the e-mail response to ZDNet Asia, Arikawa did not define what the 'alien' substance could be or how it entered the production process…

Arikawa added, "The defect rate should be very small since it’s a specific occasion and (went through) normal inspection process after. The defect is limited only to the 27,000-set lot to Dell."

Dell Computer recalled the 27,000 batteries with a promise to replace them free of charge….

33

65

65

66

Sony execs’ bow not deep enough?

“We want to put this

behind us. I take this

problem seriously and

I want to finish the

replacement program

as quickly as possible

for the sake of our

users and corporate

customers,”Corporate Executive Officer

Yutaka Nakagawa, Oct 24,

2006

34

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68

Social Media Listening Command Center

35

69

CIMB and Maxis: One-to-one customer complaint resolution

Crisis communications reactions

POOR

Defensive – take it personally

Decline to comment

Deny or lie

Deflect – taichi, play blame game

Downplay

BETTERAccept – that it has

happened

Acknowledge – to those affected, media, public

Assure – show you care, calm fears

Apologize (if you have to) and be specific, express regret, suggest remedy

ACT – assess your allies, plan your action, act out your plan

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36

71

Opportunities in a crisis: What the media can do for you

• Help spread information to the public quickly– Tell your side of the story, show you care

– Repudiate and get ahead of the rumour mill

– Reassure or calm the public

– Reinforce alerts, warnings, cautions

• Disseminate appeals for– witnesses, feedback or volunteers

• Educate the public on the issue– Gain empathy for your cause

– Show you are good corporate citizen

72

Best pro-active practices: Social media and crisis comms

1. Formulate a crisis communications plan that incorporates social media, update regularly

2. Role-play crisis scenarios with reactions from social media

3. Train staff on crisis communications with social media elements in simulation, use online tracking tools

4. Meet and cultivate the media, first responders through social media

5. Engage and connect with both on-the-ground communities and online community, use online tracking tools

37

Summary

• Social-media savvy activists, detractors, brand terrorists can easily organize against your brand

• Your messaging must be consistent – internally, externally, online and offline. But you can no longer control the conversations and reactions.

• Transparency, Integrity, Accountability: The virtues of corporate governance must be embraced – all across the board

Air Force Public Affairs Agency - Emerging Technology Division

Air Force Web Posting Response Assessment V.2

FINAL EVALUATIONWrite response for current

circumstances only.Will you respond?

MONITOR ONLYAvoid responding to

specific posts, monitor the site for relevant

information and comments. Notify HQ.

FIX THE FACTSDo you wish to respond with factual information

directly on the comment board?

(See Response Considerations)

RESTORATIONDo you wish to rectify the situation and act upon a reasonable

solution?(See Response

Considerations)

“TROLLS”Is this a site dedicated to

bashing and degrading others?

“RAGER”Is the posting a rant, rage, joke

or satirical in nature?

“MISGUIDED”Are there erroneous facts

in the posting?

“UNHAPPY CUSTOMER” Is the posting a result of a

negative experience?

NO YES

YES

YES

NO

NO

NO

TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE

Disclose your Air Force

connection.

Cite your sources by including

hyperlinks, video, images or other

references.

Take time to create good responses. Don’t rush.

Respond in a tone that reflects

highly on the rich heritage of the

Air Force.

Focus on the most used sites related to the

Air Force.

RESPONSE CONSIDERATIONS

SHARE SUCCESSDo you wish to proactively share

your story and your mission? (See Response Considerations)

YES

YES

YES

Has someone discovered a post about the organization?

Is it positive or balanced?

Web Posting

NO

Let StandLet the post stand -- no response.

CONCURRENCEA factual and well cited response, which may agree or disagree with

the post, yet is not factually erroneous, a rant or rage, bashing

or negative in nature.

You can concur with the post, let stand or provide a positive review.

Do you want to respond?

Contact Information

Phone: 703-696-1158E-mail: [email protected]

NO

DISCOVERY

Evaluate

Respond

YES YES

YES

Be honest about who you areIf the conversation relates to our business or our industry, you should identify yourself as working for Ford Motor Company in the content of your post/comment/other content. Not only is this the ethical thing to do, but in some countries, like the U.S., there may be personal liability under Federal Trade Commission regulations if you don’t. Best practice is always to be honest about who you are without giving out detailed personal information.

Make it clear that the views expressed are yoursInclude the following notice somewhere in every social media profile you maintain: “I work at Ford, but this is my own opinion and is not the opinion of Ford Motor Company.”

You speak for yourself, but your actions reflect those of Ford Motor Company Unless you have been authorized by Communications, you cannot speak on behalf of Ford Motor Company. Do not portray yourself as a spokesperson, even an “unofficial” spokesperson, on issues relating to Ford Motor Company. Realize that people may likely form an opinion about the Company based on the behavior of its personnel.

Use your common sense It’s good business practice for companies (and individuals) to keep certain topics confidential. Respect confidentiality. Refrain from speculation on the future of the Company and its products. Keep topics focused to matters of public record when speaking about the Company or the automotive industry. Do not disclose non-public Company information or the personal information of others.

Mind your mannersTreat past and present co-workers, other personnel, suppliers, consumers, partners, competitors, Ford Motor Company, and yourself with respect. Avoid posting materials or comments that may be seen as offensive, demeaning, inappropriate, threatening, or abusive. Acknowledge differences of opinion. Respectfully withdraw from discussions that go off topic or become profane.

The Internet is a public space Consider everything you post to the Internet the same as anything you would post to a physical bulletin board or submit to a newspaper. Many eyes may fall upon your words, including those of reporters, consumers, your manager and the competition. Assume that all of these people will be reading every post, no matter how obscure or secure the site to which you are posting may seem.

The Internet remembers Search engines and other technologies make it virtually impossible to take something back. Be sure you mean what you say, and say what you mean.

An official response may be neededIf you spot a potential issue and believe an official Company response is needed, bring it to the attention of a member of the Communications team or the Legal office before it reaches a crisis situation. Potential issues can often be resolved more effectively and efficiently if they are identified quickly.

Respect the privacy of offline conversations Protect your co-workers and our partners by refraining from sharing their personal information or any conversations or statements unless you have their written permission to do so. Bringing someone else into an online conversation without their permission can be destructive to a relationship, cause misunderstandings or violate laws, commercial contracts and/or confidentiality agreements.

Same rules and laws apply: New medium, no surpriseDue to the nature of the digital medium, extra diligence is required in respecting intellectual property (such as copyright and trademark), financial disclosure laws, false advertising and the like. Also, refer people with vehicle or repair concerns to the dealer or customer relations (Contact Ford at http://www.ford.com/owner-services/customer-support/contact-ford). If anyone has a new idea for the Company, refer them to “Your Ideas” on The Ford Story.

When in doubt, ask If you have any questions about what is appropriate, play it smart and check with a member of the Communications team or the Legal office before posting.

These guidelines are meant to provide a simple and clear guide to online communications for Ford Motor Company personnel. For a more detailed look at the guidelines and potential implications

for failing to follow them, please visit our internal resources on HR Online or FordLaw.

We have advised our personnel to observe these guidelines when participating in an online conversation regarding Ford or the automotive industry. These are a summary of our ethical policies. Ford personnel should refer to the

more detailed information available within the Company.

Ford Motor Company’s Digital Participation Guidelines

In brief, our guidelines for engaging on the social Web consist of the following core principles:

1. Honesty about who you are

2. Clarity that your opinions are your own

3. Respect and humility in all communication

4. Good judgment in sharing only public information – including financial data

5. Awareness that what you say is permanent

Guidelines

08/2010

SOCIAL MEDIA CRISIS: LEVELS AND RESPONSES

LEVEL CRISIS CHARACTERISTICS RESPONSES

• Management have been detained, resigned or left

country.

• Intense scrutiny of media has caused complete

business disruption.

5

BLACKOUT

• Crisis has reached a point where any engagement

with the media will worsen situation.

• No recommended response until new

leadership is appointed.

• Media have immediate and urgent need for

information about the crisis, fatalities, injured,

missing.

• CEO/spokesperson may need to hold

press conference and provide statement

of empathy/caring for fatalities, injured,

missing or inconvenienced and their kin.

Acknowledge failures, be transparent

with action plan.

• One or more groups or individuals express anger or

outrage through rally, boycott or protest.

Community and stakeholders voice concerns.

4As: 1. Assure: calm fears, show you care,

2. Accept & Acknowledge 3. Apologize:

(But only if you have to) and be specific

4. Act – fix it.

• Broadcast, print media appear on-site for live

coverage.

• On-site spokesperson provided with

messaging. Record and edit interview for

social media channels.

4

HIGHLY

INTENSE

• Social media rife with theories and rumours. • Respond in kind for specific social media

channels. Correct inaccuracies. Be

consistent in messaging on all media.

• Crisis causes growing attention from local media.

Online media sites post reports.

• Respond with online press statement

and timely updates on social media

channels. Speak to editors to bargain for

time, if required.

• Media contacts non-staff for information about the

crisis.

• Get ahead of rumour mill with accurate

messaging. Monitor social media

channels and respond appropriately.

• Stakeholders, service providers and community

partners need updates.

• Provide consistent external and internal

messaging.

3

INTENSE

• Affected and potentially affected parties are likely to

talk to the media.

• Provide affected parties with satisfactory

resolution.

• Situation/crisis may/may not have occurred; it is

attracting slow, but steady online media coverage.

• Monitor closely, prepare holding

statement. Dispel rumours, if any.

• External stakeholders receive media inquiries. • Provide facts and consistent messaging.

2

MODERATE • The public at large is aware of the situation/event

and it is attracting a little attention online.

• Calm fears, neutralize anxiety with

appropriate online responses.

• Situation/crisis attracts little or no attention.

Commenter/blogger has few followers.

• Can ignore but provide guidelines

reminder to commenter/blogger, if

required.

• No media enquiries are received. • No response required.

1

NEUTRAL

• Public is virtually unaware of situation/crisis. • Monitor for eruptions.

• Positive comments and feedback. • Say thank you, show gratitude publicly. 0

ALL GOOD • Community is self-policing, respectful. • Doesn’t require stringent monitoring.

1

1

Module 4:

Strategy and Analytics

Building the community

2

Determine where you are today

Level 0: Near-zero use of social media

Level 1: Passive integration

Level 2: Limited integration, some

commitment

Level 3: Committed to strategy, integration,

training

Level 4: Full turnaround, seamless

integration

2

3

Level 0

No social media strategy, planning, training

• Management sees social media as time-wasting,

unproductive and not aligned to business goals.

• All employees are banned from use of social media

during office hours.

• Employees steal time to view social media feeds via

smartphones or “illegal” access on office PCs.

• All communication still relying on traditional means.

• Rivals start implementing social media tactics and

start showing results.

4

Level 1: 90 degrees

Passive integration • Management allowed access to social media but still

views social media with suspicion or as a passing fad. Does not see integration as important to business goals.

• Employees are allowed to implement social media tactics on their own, with little or no management support or direction.

• A marketing or communications exec may collaborate with an ad agency or outside consultant on a single project.

• An occasional deal struck whereby social media elements are introduced in an important event or activity – product launch, promo or contest.

3

5

Level 2: 180 degrees

Limited commitment, some integration•Management curious about benefits and integration process, but still without a defined strategy, budget, timetable and training process

•Employees experiment with social media, some training available, social media policy adopted

•A social media lead may be appointed at junior level in some departments

•Communication and marketing teams see clear benefits and integrates social media in planning but still working in silos

•Social media integration starting to be planned in advance rather than as an afterthought

6

Level 3: 270 degrees

Commitment to social mediastrategy, integration and training

• Social media integration under implementation.• Appointment of social business-savvy director at board

level. Management team have budgetary and managerial power for social media integration, and a social media lead for the integration process.

• Full commitment to ongoing training required for social media integration in production, management, communication, marketing, sales, human resources and innovation.

• Social media strategy rolled out through cross-functional, multi-department teams.

4

7

Level 4: 360 degrees

Full turnaround, seamless integration• Employees and management not learning about

social media, they are living it. No distinction among new or old staff in social media-savviness.

• Company transformed into a “social business engine.”

• Processes in place where social media is a primary source of revenue-generation.

• Management decisions flow from a social media perspective, all business processes are fully integrated with social media platforms and channels.

• All internal and external communication is rich with community elements; constant feedback loop; transparent and accountable processes in place.

Engagement: Richness and reach

REACH

RICHNESS

Strong potential to explode

- Devoted social team, tight

community

- Seeding conversations,

adding value

- Risk-averse, conservative

and not open to new ideas

Eg: Viral videos

- May not reflect your brand

values

- Easily forgotten

- If badly executed can do

damage to your reputation

- Flashy, bells and whistles

but no real tangible ROI

Social media complacency

- No resources devoted to

actually connect with

audience

- Ignore online complaints

and feedback

- Poor response times

Real connection with real

people

- Followers are brand

ambassadors

- Your community will defend

you in times of crisis

- Listen, connect, add value

and measure engagement

- Take engagement seriously

5

9

Social media: strategic planning

1.Objectives = the broad goals and the

measurable steps to achieve them

2.Identify key target audiences, platforms

3.Tactics = the activities, apps, tools,

channels you will use, including offline

activities

4.Resources: internal, external

5.Budget

6.Metrics, KPIs, success criteria

10

1a. Objectives: Examples

• Improve internal

communication

• Improve external

communication with

media, vendors,

suppliers, partners

• Connect and engage

with present customers

where they are

• Increase customers,

generate leads, drive

sales

• Reach and educate

new customers

• Build awareness of

products and services

• Humanize brand,

service, management

team

• Establish thought

leadership, become

subject matter expert,

go-to industry

spokesperson

6

11

1b. Objectives: Specifics

Example: Improve external

communications with the media

– Challenges: Media lacks information

about our products and services, technical

expertise to cover event

– Execution: Set up a closed group to reach

specific reporters to connect informally,

educate and inform them about new

products and services that may result in

stories in media

12

2. Identify key audiences, platforms

• Objective: Connect and engage with

present customers where they are.

– Challenge: Unaware of which social networks

customers are using and what they are saying

– Execution:

• Run a survey of present customer base

• Listen and monitor conversations

• Follow product ‘keywords’

• Determine content shared in which platforms

• Identify critics, rivals

• Identify gaps in which you can add value

7

13

Spectators/Watchers

Sharers

Commenters

Producers

Curators

Engagement pyramid

Source: Open Leadership, Charlene Li

14

Advocacy: Help the fanbase

Fanboy/girls: People who

help promote your brand or

product or service online

because they like it.

“Help them help you.”

Ideas: Blogger/Facebook fan outreach

programme. Provide content they can use,

link, share, mashup, send to others.Eg:

videos, widgets, free fun apps, games, prizes

for their readers.

8

15

3. Tactics and methods

• Choose platform: Blogging, Facebook,

Twitter, Pinterest, Instagran, YouTube

• Apps or tools: Free or custom-built

• What activities?

– Contests, conferences, events, concerts

themed monthly features, video uploads,

community activities

• Offline activities:

– Outreach programmes, tweetups,

exclusive giveaways for loyal customers,

community gatherings

16

3. Tactics: ExamplesPlatform Description Objectives

Internal blogMultiple individual/group

blogs

Gauge social media talent:

For employees and interns

only

Internal forums Technology discussionsBetter communication, support

for customers

LinkedIn Business networking

Engagement: Make

employees, partners, suppliers

upload profiles, start a group

Facebook Group Collaborative publishing

Improve knowledge database

– open to employees,

partners, customers, students

Facebook PageShowcasing new products,

services, launches, eventsEngagement with advocates

Twitter Microblogging, openEngagement, brand

awareness, media relations

YouTube CEO’s speeches, talksPromote CEO thought

leadership, start conversations

9

17

4. Resources: Internal, external

•What can the company handle?

•What resources can we dedicate

in terms of people, tech, etc?

•Accept that staff, customers may

be critical or negative.

• If the company’s culture is top-

down, command-and-control,

you need to break mold by

seeking third-party expert help.

•Third-party may not have share

authentic voice of company

18

Internal resources: The rollout

• Fail fast: People will appreciate transparency. Don’t fear

failures - first time you screw up, try again.

• Lobby: Personal motivations matter: eg: if there’s someone

wanting a promotion approach them individually. Get them

on board and to champion project early so they can claim

benefit later on. It’s all lobbying skills.

• Champion: Champions come from all depts. Age is not an

issue. Just because someone is young doesn’t mean he/her

is innately ‘digital.’• Skeptics: Get some pessimists and skeptics

on board. Give them the tools, learn from

their criticisms.

10

19

Scenario 2: SWAT team: Get a small

team sneakily doing something and rack up

some small wins. (This method can backfire

though. Eg: A page that attracts attacks.)

4. Resources: scenariosScenario 1: Corporate-wide awareness

training: Drum up support for social media, identify

talent, bring in trainers, speakers.

Scenario 3: Start small with a few

external committed bloggers, social

networkers and tweeters and roll out

wider if necessary.

NOTE: Document successes and failures

and lessons from above.

20

5. Budget

• Agency costs

• Custom-built apps

• Web design

• Additional internal staff

• External freelancers: bloggers, writers,

photographers, videographers, designers

• Prizes and giveaways

• Sponsorship for events

11

21

6. Metrics, KPIs, success criteria

• You cannot improve what you don’t

measure

• Quantitative and qualitive metrics

• Set up monitoring tools to measure

downloads, views, followers, likes,

engagement, sentiment

• Don’t be afraid to set high numbers,

ambitious goals to grow community

• Constantly challenge the team

Measure sentiment

• Presence: Followers, fans, mentions, likes, reactions,

reach, inbound links, blog subscribers

• Engagement: Retweets, social shares, comments,

referral traffic

• Influence: Share of voice, net promoter (vs

detractor), sentiment, number of influencers, post

reach, potential reach, video views

• Action and ROI: Conversions, click-thru-rate, sales

revs, issues resolved, costs per lead, lead conversion

rate, customer lifetime value

Source: https://blog.hootsuite.com/social-

media-kpis-key-performance-indicators/

12

23

On management buy-in

ROI: There is no silver bullet to building a

business case• The 1st question is often ‘How can this make money?’ but it

should be ‘How can we help our customers?’

• Evaluate the cost to achieve the same by traditional means

ie: print advertising, marketing, support and IT dept costs.

• Justification: “If we don’t, our competitors will take market

share.”

• Financial Dept: Give them the numbers.

• HR: Talk about staff retention.

• IT: Talk about leverage to buy new toys.

• Legal: Aim of legal dept is to reduce risk to zero. Businesses

work by taking and managing risks.

• Executive buy-in will expedite the financial, legal, HR teams

getting on board.

24

Social media policy: example

•Use common sense (don’t piss off

your boss)

•Do not post entries that are

personal attacks or culturally

sensitive or religiously offensive

•Do not discuss unreleased

products and features

•Post a standard company

disclaimer on your blog, profile

page and disclose affiliation to

company or specific projects

•If you post all or parts of an

internal email, conceal the names

of the sender and recipients

• When expressing an opinion,

emphasize that you speak only for

yourself, beginning a sentence

with "IMHO"

• If you doubt the appropriateness

of a post, ask a peer what they

think and then read it again the

next day as if it were headline in a

newspaper.

• Do not post too much noise (ie:

inane accounts of your boredom

with life)

• Respect the platform, be an adult

• Keep it friendly, and have fun

• Be wary of copyright issuesEG: http://channel9.msdn.com/About/

http://womma.org/blogger/read

http://www.intel.com/sites/sitewide/en_US/social-media.htm

13

25

Dealing with the trolls

Source: Forrester Research

26

Signs of success… on Google

When company or brand is Googled:1. Leads me to company website, Facebook page, Twitter

account, official blog, other owned media or staff’s social

media pages

2. Leads to news stories, active discussions and commentary

on social media sites on issues related to company

3. Does not lead to something controversial or negative,

(unless a lesson to be learnt)

When staff are individually Googled:

1. Doesn’t come up blank.

2. Leads me to their online blog, webpage or social media

profiles and company is identified.

14

27

Signs of success on blogs

They have interesting things to say about your CEO, your

company, products, services and your industry

They share and link regularly to interesting ideas, stories and

posts from your official accounts

They provide glimpses into how you are humanizing your

brand for them

They do not bad-mouth your company or staff (caveat: unless

there is a lesson worth learning)

They seem genuine and honest in their opinions of your front-

facing staff, company, brand, products, services

Adapted from Boris Epstein, CEO and Founder

of BINC

28

Signs that your social media

strategy is working on Twitter

You often find positive tweets about your

company, many re-tweets of your posts

Your replies are viewed positively and seem

genuine and authentic

Your official account is growing steadily and as

a diverse set of followers

You keep a healthy balance between personal

and professional tweets

You engage in discussions related to your

business and seem to be an authority in your

field

15

29

Signs your community is

working on Facebook

Community is responding well to your regular

updates with increased Likes, Shares, Comments

Fans sign up on your Events fast

Fans leave comments and show genuine interest

in wanting to engage with brand and admins

Fans are enthused and constantly finding new

content to keep conversations fresh.

Fans find updates relevant to their profession and

industry

30

Signs of success on LinkedIn

Users in your group have complete profiles

They make genuine recommendations

about peers, managers and colleagues

They voluntarily answer questions

They are linking to their employer, blog and

other projects of interest.

They are participating and getting involved

discussion in the community.

16

2016 and beyond1. It’s early days yet… go for it.

2. Be a sponge: Learn as much as you can, all day, everyday, from anyone.

3. Begin with the end in mind: Plan how you will integrate your new skills with workflow immediately. Have incentives and rewards in place.

4. There are no shortcuts: Building online communities around social content takes time; your entire team AND your community needs to be behind you.

5. Expect to fail: It is still a period of experimentation so try, fail, try, fail, try, fail, try again.

6. You will get better at it.

7. People will care, if you care.

32

Trinetizen Media 2016

BLOGGING – mapping a strategy

Objectives:

Examples of specific target objectives: Launch date: July 1, 2016. 1. Post four blog posts a month. 2. Increase website traffic in terms of unique visitors by 25% every month until Dec 1, 2016. 3. Increase email list sign-ups and RSS feed subscribers by 5000 names by Dec 1, 2016. 4. Increase PR value of print mentions of blog posts by 25% by Dec 1, 2016. 5. Increase Facebook likes and mentions of blog posts to 5000 by Dec 1, 2016. 6. Increase Twitter mentions, retweets, @replies of links to blog posts by 25% by Dec 1, 2016. 7. Increase referral traffic to primary website from blog by 25% by Dec 1, 2016. 8. Identify top 25 influencers on blogs, Facebook and Twitter who help link to current blog posts,

repost, and spread the word via social media and have one offline event every three months to build relationships by Dec 1, 2016.

9. Post one video per month to tell stories of impact our corporation by Dec 1, 2016. 10. Conduct two audience surveys per year to determine how to expand, grow, and diversify

social media presence for 2016-2017.

Type:

1. CEO Insights 2. Internal staff 3. Technical Support 4. Public Relations 5. Investor Relations 6. CSR, Cause 7. Corporate Culture 8. Green initiatives 9. Brand ambassador/Mascot

10. Employee focus 11. Customer evangelists 12. Direct sales 13. Event-centered 14. How-to, Instructional, Tips 15. Sports 16. Travel 17. Community 18. Health

Authors: Single author | Multiple authors-single blog | Multiple authors and multiple blogs |

Media: The blog will primarily be: Text | Audio | Photos | Video

Platform: Wordpress | Blogger | Tumblr | Drupal | Customised Blog____________

Topic titles:

1. 10 Reasons Why I Like Working For ______ 2. How We Learnt To Save Money On ______ 3. 10 Ways to Get Customers to Like You. 4. The Secret of Getting the Best Deals/Price for Your _______ 5. Top Gadgets We Hope To Get Our Hands On This Year. 6. Is _____ Worth the Money? 7. Everything You Need to Know About _____

Trinetizen Media 2016

8. Seven Audacious and Creative Ideas 9. How to Get More _____ in Half the Time 10. A Funny Thing Happened Today 11. Seven Tips I Would Give A _____ 12. What I Learnt From This (Movie Star/Celebrity/Icon/Leader/Employee) 13. 10 Ways You Can Improve Your _______ 14. Plan the Perfect/Ultimate ______ 15. 10 Things To Do When You Are Bored in ______ 16. What To Do When You Lose Someone You Love 17. 7 Signs You Need to Change Your _______ 18. 10 Myths About (Product/Service/Industry/Employees/CEO) 19. Is_____ a Dying Breed? 20. How to Beat the Fear of _____ 21. 10 ____ Scams and How to Avoid Them 22. How to Secure Your _____ 23. 7 Most Scary Facts About ____ And How To Overcome Them 24. Get Rid of Your _____ Once and For All 25. What Your ____ Is Not Telling You About _______ 26. Beware of ______ and How to Spot them 27. 10 Ways Not to Lose Sleep Over ______ 28. Why I Loved This (Movie/TVSeries/Book/Show/Performance) 29. The Unseen/Biggest Dangers of _____ 30. Dos and Don'ts of _____ 31. 21 Ways to Screw Up on _____ 32. 7 Danger Signs That You Are _____ 33. Facts and Fiction About _____ 34. Truth, Lies & Videotape 35. What Everyone Ought to Know about ______ 36. Take Our Personality Test 37. The Secret of Successful _____ 38. How to Spot a Fake ______ 39. Special Report On Our Latest (Product/Service/Launch/Event) 40. Tricks of the Trade 41. Our Secret Method That is Helping to _____ 42. 10 Tips From The Experts On ______ 43. Best and Worst _____of 2016 44. The World’s Worst Ever _____ 45. Conversations With My Team on _____ 46. My Interview With _____ 47. Why I Learnt Since I Started _____ 48. What I Would Do If I Became (President/Prime Minister/Head of) 49. Why We Want To Improve The _____ 50. Our Best Ideas in 2016

Measurement Tools: Google Analytics | Customised Tracker | External Audits

___________________________________________________________________________ Quantity: Pageviews, unique visitors, time spent, PR value, number of comments, number of subscribers, number of likes, number of mentions, number of re-tweets, number of downloads, number of embeds, savings generated from support costs, sales revenue Quality: Issues resolved, positive comments generated, learning points, increased engagement, crisis averted, discovered new cost-savings method, understand customer pain points better

Link 65 ways to drive traffic to your blog: http://bit.ly/65ways

Trinetizen Media 2016

Twitter channel – mapping a strategy

Objectives:

Examples of specific target objectives: Launch date: July 1, 2016. 1. Post ____ tweets a month. 2. Increase referral traffic to primary website from twitter channel in terms of unique

visitors/pageviews by 25% every month until Dec 1, 2016. 3. Increase followers by 5000 by Dec 1, 2016. 4. Increase RTs, @mentions or replies by 1,000 by Dec 1, 2016 5. Increase PR value of print mentions of Twitter account by 25% by Dec 1, 2016. 6. Increase Facebook likes and mentions of blog posts to 1000 by Dec 1, 2016. 7. Increase newsletter email list sign-ups by 5000 names by Dec 1, 2016. 8. Increase referral traffic to primary website from blog and Twitter acct by 25% by Dec 1, 2016. 9. Identify top 25 influencers on Twitter who help RT or @mention tweets and spread the word

via social media and have one offline event every three months to build relationships. 10. Post 300 photos a month via Twitter and measure pageviews. 11. Post four videos per month and measure impact via Twitter. 12. Conduct two audience surveys per year to determine how to expand, grow, and diversify

social media presence for 2016-2017.

Type of channel: 1. CEO 2. One-to-one customer resolution 3. Media channel: Connecting with

journalists/editors 4. Investor support 5. Professional networking 6. CSR: Cause, Foundation, Charity 7. Green initiatives 8. Brand ambassador/Mascot 9. Photo stream 10. Specific event run-up

11. Contests 12. Internal employee communication 13. Proactive monitoring and crisis

management 14. Community Engagement 15. Direct sales or lead generation 16. How-to, Instructional, Tips 17. Insider views 18. Mentoring or recruitment 19. Health or Sports issues 20. Promote blog, Facebook Brand

Page, Website

Resources: Who will tweet 1. Single author: CEO | Spokesperson | Social Media Lead | Fictional character |

Mascot | Brand Ambassador 2. Multiple authors: Single department | Social Media Team | Cross-department

leads 3. Multiple authors and multiple twitter channels:________________

Media: The Twitter channel will primarily be: Text | Audio | Photos | Video

Trinetizen Media 2016

Tweet Ideas:

1. Set a theme every week/month then tweet accordingly 2. Quotes from the CEO 3. 10 reasons why you should invest in__________ #1 4. 5 things you didn’t know about (Product/Service/Launch/Event) 5. Customer testimonials 6. A funny thing happened at work today 7. Tips for getting the best deals on________ 8. How to save money on_______ 9. Ask a question every ________day, eg: What did you learn on your last holiday? 10. Organise weekly giveaways with quick tweet quizzes. 11. Top gadgets in your locale 12. Twitter tricks using your mobile phone 13. Everything you need to know about ________ but were afraid to ask 14. Work tips: How to get more from ________ 15. 10 ways you can improve your ________ 16. What I learnt from this (Movie Star/Celebrity/Icon/Leader/Employee) 17. Why I loved this (Movie/TVSeries/Book/Show/Performance) 18. 10 myths about our (Product/Service/Industry/Employees/CEO) 19. 10 ____ scams and how to avoid them 20. 7 most scary facts about ______ and how to overcome them 21. Dos and don'ts of _____

Scheduling: 1. How often will you tweet: ____________ per day/week/month. 2. Who will monitor tweets on off-work hours: Alternate staff | Third-party | Automated

Monitoring and Measurement Tools: Free tracker | Customised Tracker | Third-party Audits ___________________________________________________________________________ Quantity: Number of tweets, number of re-tweets, number of mentions, number of tweet conversations, number of followers, pageviews, unique visitors, link popularity, savings generated from support costs, sales revenue Quality: Issues resolved, positive tweets generated, learning points, increased engagement, crisis averted, discovered new cost-savings method, tips from followers, understand customer pain points better

Budget: Web designer: ______________ App developer: _______________ Monitoring or tracking tool: ________________ Third-party audit:_______________ Paid tweeters to cover an event:______________ Tweetups:________________

Examples: @zappos @jetblue @comcastcares

@mayoclinic @starbucks @dominos

@scottmonty @CIMB_Assists @MaxisListens

1

Social Media Strategy – template This guide covers all the elements necessary for pulling together your strategy such as: setting objectives, agreeing on principles, developing messages and branding, prioritising audiences, choosing channels and platforms, planning activities, estimating time, estimating budget and evaluating success.

1. Objectives of Social Media Campaign A very a short summary/statement of the programme/campaign You do not need to restate the full objectives of the programme itself. It is important to remember that we are already aware of these. This should be the publicity 'pitch' for the programme – concise, clear, engaging and user friendly.

2. Communications objectives, principles and key messages A clear detailed statement of the objectives in communicating the principles underpinning this strategy and your key messages. These should be aligned with the objectives of the programme/campaign.

2

3. Key Audiences Who are you communicating with – a detailed description of your key audience and target user groups. What are your priorities? Include what they already may know about you. What do you think they should know? And do break down the users into sub-categories and add engagement already made, if any on current social networks.

3

4. Target audience ranked by importance

Preferred/appropriate channel of communication

How are you going to communicate, what is the most appropriate channel – blogging, social networks, microblogging, photo-sharing, video-sharing, mobile networks, gaming platforms. Consider offline ways you may want to engage as well: a newsletter, a large conference, networking lunch, workshop, an evening outreach reception, promotional literature, regional seminars? You will probably have several channels that are appropriate

4

5. Achieving your objectives – working project plan Full details of all the relevant communications activities developed into a working project plan with deadlines and responsibilities. Remember to include key milestones and review dates, think carefully about cost, include staff and consultants, also how will you evaluate success? Below are some suggested groupings, the table is led by activity but you may well want to have one for each year of activity. Social Media Communications plans are living documents and will need regular reviewing and updating.

Activity Budget /resources

Deadline/timeframe Success criteria

Identity/Branding

Subtotal

Internal communication

Subtotal

Media relations

Subtotal

Marketing

Subtotal

Publicity materials

5

Subtotal

Events

Subtotal

Website design

Subtotal

Total

6. Evaluating Success How will you know if you have succeeded and met your objectives? How are you going to evaluate your success, what performance indicators and evaluating measures will you use. Break it up into quantitative (eg: Page views, Number of comments, Downloads, Followers, Fans, Embeds, Mentions, Trackbacks, Number of RT, savings in support costs) or qualitative: (Were comments, positive/negative/neutral? Did we learn something about our customers that we didn’t know before? Did our customers learn something about us? Were we able to engage our customers in new conversations?)

Day/Week/Month Platform 1 Platform 2 Platform 3 Platform 4

Pageviews

Unique Visitors

Average timespent

No. of Downloads

No. of Embeds

No. of Comments

No. of Followers

No. of Following

No. of Fans

No. of Likes