12. TRAINING DIGITAL
SPOKESPEOPLE
• The Corporate Digital Strategy and the Corporate Communication Strategy
• Agenda Setting
• What is the motivation of the community
• Tone of voice and language guidelines
• Interacting with users
• Preemptive crisis management
• Crisis management
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13. THE DIGITAL, THE CORPORATE
AND THE MESSAGE
• Is the social media space the right place for you to be?
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14. THE DIGITAL, THE CORPORATE
AND THE MESSAGE
• Is the social media space the right place for you to be?
• Social media is not a goal in itself, it is a process and a means to an end,
Question: do you have the long term commitment to uphold a social
media profile?
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15. THE DIGITAL, THE CORPORATE
AND THE MESSAGE
• Is the social media space the right place for you to be?
• Social media is not a goal in itself, it is a process and a means to an end,
Question: do you have the long term commitment to uphold a social
media profile?
• Your digital strategy is a vital part of your corporate communications
strategy therefore your social media frontline staff, community manager
or digital specialist must be aware and be able to translate your overall
strategy into a digital strategy
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16. THE DIGITAL, THE CORPORATE
AND THE MESSAGE
• Is the social media space the right place for you to be?
• Social media is not a goal in itself, it is a process and a means to an end,
Question: do you have the long term commitment to uphold a social
media profile?
• Your digital strategy is a vital part of your corporate communications
strategy therefore your social media frontline staff, community manager
or digital specialist must be aware and be able to translate your overall
strategy into a digital strategy
• In order to create synergy between your communication channels and
enhance your position, build a message calendar and a content
distribution model for digital which ties into your corporate activities and
can include pre and post launch campaigns as well as the key messages
you will work with.
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17. MESSAGE CALENDAR
Q1 Q2 Q3 Q4
Green IT Cloud Computing Virtualization Security
Cloud Computing Security
March: CeBIT IDC Regional Events
January: CES May: Launch
19. WHAT IS THE
MOTIVATION OF THE
COMMUNITY
• Your users are people just like you and me
• Communities built by brands need to emerge
from a specific need or connection
• Brand Generated Content is simply a digital
asset created to help boost the brand story
• The more targeted and worthy the content, the
quicker it will “spread”
• Content is still king and should be useful,
educational, funny, witty, intriguing.
• Question: how often do you share Brand
Generated Content … honestly?
• Remember the “what's in it for me” principle.
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21. PEOPLE ARE ATTRACTED TO OTHER
PEOPLE AND WANT TO ATTRACT
OTHERS THEMSELVES.
– GIVE THE USERS AN OPPORTUNITY TO
ENHANCE THEIR OWN PERSONAL
BRAND AS WELL AS YOURS.
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22. INTERACTING WITH
USERS
• Don’t assume this common misconception:
“If we build it, they will come.”
• To which degree do you want to interact with
users?
• How do you deal with criticism or negative
comments?
• The best spent time is time getting to know
your users and find out what they really like
about your company and grow the presence
organically.
• Be available within reason, provide content
and answer questions – this way you will
ensure user retention and will be able to
catch and deal with a crisis before it
happens.
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23. UNIFORMITY OF
TONE OF VOICE
• Tone of voice is paramount, the tone of
voice can retain people or make them go
elsewhere.
• Training for tone of voice is important
because:
1. For multinationals it ensures even tone
and language globally
2. Making sure that the company tone of
voice and key messages are expressed
3. A consistent tone of voice offers security
for your user and authority for you.
4. In case of community managers absence
or leave (sickness, leave, new job etc).
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24. PREEMPTIVE CRISIS
MANAGEMENT
• How effective is your current monitoring?
• Do I have sufficient policies in place to guide the behavior of my
employees?
• Does your current response structure support the need for speed and
transparency?
• When and how should you engage “influencers”?
• Are my on- and offline spokespeople trained to deal with a crisis?
• How do we ensure that we can act fast with preemptive measures in a crisis
situation?
• Is our digital response tied to our crisis “first principles”?
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25. FIRST PRINCIPLES
Knowing…
What you
need to say &
when
Who you Via the most
need to say appropriate
it to & why channels
