Beyond Marketing: Leveraging Digital to Promote and Protect - Dan Webber [Energy Digital Summit 2014]

BEYOND  MARKETING  LEVERAGING  DIGITAL    

TO  PROMOTE  AND  PROTECT  Dan  Webber,  Edelman  

@danwebber  

NEW  REALITY:  HOW  PEOPLE  FIND  INFORMATION  

NEW  REALITY:  VACUUM  FOR  CONTENT  

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NEW  REALITY:  PH.D.  TO  ADD  

NEW  REALITY:  TRANSPARENCY  AND  ACCESS  

POOR  PREPAREDNESS  =  ISSUE  ESCALATION  

#1:  PROCESS  &  PROTOCOLS  

•  Turnkey •  Classification •  Scenario Planning •  Triage System •  First Agenda •  Dark Sites •  Bandwidth •  Employee Policy •  Passwords •  New Channels

#2:  360°  MONITORING  

•  Data vs. Intel •  Digital Trails •  Critics •  Activists •  Spokespeople •  Operations •  Campaigns •  Oppo Research •  SEO •  Ads/Sites

#3:  USE  CHANNELS  BEFORE  A  CRISIS  

•  Reputation/SEO •  Issue Mitigation •  Precise Targeting •  Influencers •  Community

#4:  AMPLIFY  CONTENT    

•  SEM •  Banner •  Outbrain •  Channel-Specific •  Beachhead •  Hyper-Targeting •  Optimization •  Templates Ready

#5:  PRACTICE,  PRACTICE,  PRACTICE  

•  Muscle memory •  Table-top •  Simulation •  Case Studies •  Operational •  Reputational •  Community Mgrs. •  Board Members •  New Campaigns

QUESTIONS?  LEVERAGING  DIGITAL    

TO  PROMOTE  AND  PROTECT  Dan  Webber,  Edelman  

@danwebber