KGA for CCBF - Corporate reputation and social media

The Conversation’s Started.

Getting Active in Social Media.Today.

Insert image in this space

2

>Half-Day Workshop1. Classroom:

Where Sociology and Technology Converge

2. Best Practice:Examples of B2B Social Media Excellence

3. Hands On:Build a Social Media Campaign

4. Getting Started:Step-by-step for building your social media approach

W E I N T E R R U P T T H I S T R A I N I N G .

“Every generation

needs a new revolution.”

Thomas Jefferson

Insert image in this space

5

in one generation the nature of trust has changed irrevocably

trust to operate in society’s

best interest

o Armed forces +43%o NGOs +27%o Education system

+26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%

Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”

You Are No Longer Trusted

but we trustMiss Fong in Hong Kong

trust me

airwaves one to many

movable type one to many

telegraph & phone one to one

recorded image one to many

500 years4 revolutions

“the largest increase in expressive capability in human history.”

- Clay Shirky, Author

publishers formerly known as audiencemany to many

powerfuleasyfastconnectedubiquitouscheap

in your

pocketnow

Asia-Pacific mobile internet users will nearly double from 623.3 million in 2011 to more

than 1.22 billion in 2015 eMarketer

15

USA population reached 300 million in 2006. European settlers arrived in 1620.

Sina Weibo reached 300 million last month. It was launched in August 2009.

Insert image in this space

16

>Half-Day Workshop1. Classroom:

Where Sociology and Technology Converge

2. Best Practice:Examples of B2B Social Media Excellence

3. Hands On:Build a Social Media Campaign

4. Getting Started:Step-by-step for building your social media approach

17

Insert image in this space

17

Timeline lets you share your

common history

Despite vocal debate about interest rates, bank fees and service Commonwealth Bank has 133,622 likes on Facebook.

18

Insert image in this space

18

Bank of America ranks

most hated

Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.

19

Insert image in this space

19

From Egypt to China social media is changing

the fate of nations

“Party and the Government (in China)…have not been able to control the dissemination and discussion of information regarding the failings of the leadership in the microblogs.”

20

Insert image in this space

20

Ford lets

new buyersdrive the Ap

“80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.”

21

Insert image in this space

21

Deutsche Bank uses

YouTube, Twitter & Facebook

“The (Innovation) Prize (for social media) is further proof that we are on the right path. We plan to expand our activities in the coming year."

22

Insert image in this space

22

And damage reputations

rapidly

23

Insert image in this space

23

Twitter lets like-minded

people connect

ING Direct succeeds because its voice matches its brand values – fresh, approachable, fun.

24

Link to Third Party Content

25

Insert image in this space

25

social media gives

Wall Street insights

Sell-side analysts are using social media to delve into companies, from a sales reps postings on drug side effects to early alerts regarding job losses or contract losses.

26

Insert image in this space

26

new apps help public companies

connect to

investors

Royal Dutch Shell introduced an iPhone investor relations App with stock price data, earnings releases, high res images, news. Shell’s YouTube channel has 400+ videos

27

Insert image in this space

27

And makes retail mistakes

infamous

Friday night pizza led to Saturday morning Twitter sensation. By Monday it was reported in newspapers around the world.

D I N N E R . M Y P L A C E . TO N I G H T.

Insert image in this space

29

>Half-Day Workshop1. Classroom:

Where Sociology and Technology Converge

2. Best Practice:Examples of B2B Social Media Excellence

3. Hands On:Build a Social Media Campaign

4. Getting Started:Step-by-step for building your social media approach

FacebookTwitterYouTubeLinkedIn

four

hands-onstations

C a r b o n N e u t r a l 2 0 5 0Secure Website – For Training Only

Aggregator for Social Media ContentPositive Campaign – Have FUN!

Insert image in this space

32

>Half-Day Workshop1. Classroom:

Where Sociology and Technology Converge

2. Best Practice:Examples of B2B Social Media Excellence

3. Hands On:Build a Social Media Campaign

4. Getting Started:Step-by-step for building your social media approach

read theinstructions

build a culturehonesty only policyidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon’t start unless

committed

inform

educaterepeat

35

people trust brands that build a personal relationship

Blogs

Social Networks

Online Communities

Radio

Online Brand Content

TV

Search

Rewards Programs

Mobile Marketing

Print

Direct Mail

Opt-in E-mail

Online Display Advertising

Mas

sTa

rget

edPe

rson

aliz

ed

Trial Advocacy

RelationshipsAwareness LoyaltyConsideration

TRUST

Pers

onal

izati

on

Digital Traditional 35

start bylistening

how to listensocial media monitoring

trytalking

outreach basicsstart smallbe consistentcreate a unique voicebe relevantbuild a network, create alliesregister everywherelisten and respond

register

connectfind your voice

“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009

40

harness your

network

building alliescreate relationshipsknow who is who conversations are two waybe supportive make it habit to be onlinelisten and helpask for guidance, feedbackbe really quick

to make

friendsbe a friend

in a connected world, power shifts to those best able to connect.

Dov Seidman

“ ”

constantly

evaluate

milestoneslink to business planmeasure engagementtrial programsask for feedback

understand

measureevaluate

47

Over 350 highly experienced professionals Over 40 nationalities Blue-chip clients

Global Footprint, Local Knowledge, Coordinated Across the World31 offices, 25 countries, 6 continents, 1 firm

48

Corporate Communications Media relations Change management Corporate branding and positioning Reputation management Crisis communications Issues management CSR programmes Internal communications

Financial Communications Investor Relations Financial reporting Mergers & Acquisitions Corporate Defense Management Buyouts IPOs/Listings/Capital raisings Private Equity

communications support Restructuring

Public Affairs Government Relations Competition issues Merger control issues Regulation issues Litigation support European Affairs Opinion building Policy and legislation

monitoring

Our ExpertiseSocial Media

Listening and Analysis Policy Development Stakeholder Engagement Program Development Training Outreach Crisis Communications

49

“If you don’t like

change,you’re going to

like

irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army

50

questions?