SOCIAL COMMUNITY PR

YOUR SOCIAL COMMUNITY

This session covers

• SMC Optimization Secrets
• Strategy for Tragedy
• When Disaster Happens
• Good and Bad Examples
• Key Takeaways

OPtimization

Messaging

• Keep it short - 90 character rule
• Time it with a strategy
• Visual #FTW
• Mobile or die
• News your community cares about

Paying to play

• Facebook Promoted Posts
• Twitter Ads
• How and Why it works
• When it doesn't
• Reminder: Content first

SOCIAL REAL LIFE

The sceanrio:

• Buffer - social sharing platforms
• Approx 1 million users
• Hacked on a Saturday afternoon
• What did they do right and wrong?
• How did they react?

The good

• Immediate response
• Communicated via social channels
• Provided regular and frequent updates
• Shutdown app until problem resolved
• Brand culture - employee empowerment

The result

• In crisis: Tweet volume increased
• Overall negative turned positive
• Applauded by social community
• Created stronger brand advocates
• Buffer core value: default to transparency

Untitled Slide

SOCIAL REAL LIFE

THE Good SCENARIO

• #ID2013 first conference
• Celebrity speaker line up
• South Beach glam location
• Flawless execution at event
• Excellent reviews

Less than 5 months later

THE Bad SCENARIO

• Speakers caught off guard
• Facebook thread blows up
• #ID2013 chimes in
• Wrong words: Drama queen
• Good turns bad

THE UGLY Results

• Conference reputation
• Negativity with speakers and media
• Damaging media coverage
• Make up sex did not work
• Social community, bad to ugly

My bad, we screwed up

WHAT HAPPENED?

• No Transparency
• Defensive
• Name calling
• Lack of authenticity
• Social Community said Bye Bye

takeaways

NO COMMENT

Focus on more speed

Buffer ADVICE

• Don't *think* about crisis handling
• Follow intuition of company values
• Crisis
• Or no crisis

SOCIAL MEDIA IS EVOLVING

Not Having a Plan