Spin Sucks

Transcript

1. A L L I S O N C O N W A Y Spin Sucks: Communication and Reputation Management in the Digital Age
2. Tell Your Story Without Sex or Extortion: Sex Sells —  FALSE: “Sex sells” ¡  Does not last ¡  People care more about having a relationship with brands —  FALSE: “There’s no such thing as bad publicity” ¡  One customer can ruin your reputation with just one tweet or Facebook post —  Know and ask how customers define your brand —  Your customers control your brand —  Tell your story without spin – tell the TRUTH —  Humanize your company ¡  Foodily
3. Tell Your Story Without Sex or Extortion: Sex Sells
4. Tell Your Story Without Sex or Extortion: Sex Sells —  Take an IDEA and make it a CONCEPT —  Tell a story ¡  Create company characters: ÷  Protagonist: YOU the company/the product/the service ÷  Antagonist: the issue or challenge you are solving ¡  Find out what your customers are passionate about ¡  Show your transformation ÷  What makes you different
5. Tell Your Story Without Sex or Extortion: The Google Drama —  Keep your website updated to hold your spot high on Google’s search results —  “Google Panda” —  Marathon Mentality —  You have to work at it to stay at the top —  Don’t post duplicate content —  High-quality content ONLY
6. Tell Your Story Without Sex or Extortion: The Google Drama
7. Scammers, Liars, and Beggars: Whisper Campaigns and Anonymous Attackers —  Whisper Campaigns ¡  Hired PR professionals who stay anonymous while they gossip and spread rumors about a company ¡  Used to work well, now not so much because of social media ¡  Let Me Tweet That For You —  Trolls and Anonymous Attackers ¡  To AVOID: ÷  Livefyre: forces your commenters to make an account. No comments can be anonymous ÷  State terms that explain that comments will be deleted if inappropriate ÷  Do not contact the bad commenters, just delete and ban them from your site
8. Scammers, Liars, and Beggars: Whisper Campaigns and Anonymous Attackers —  7 Steps to Dealing With Criticism: 1.  Create an internal policy 2.  Be cautious 3.  Assume the best 4.  Consider your medium 5.  Delete posts 6.  Use common sense!!!!!!! 7.  Have a written external policy
9. Your Brand; Your Customers YOUR CUSTOMERS CONTROL YOUR BRAND
10. Your Brand; Your Customers —  The speed of the web can HELP you gain customers and brand loyalty ¡  Easier and faster for people to talk about your brand —  Skittles example —  You must understand how your customers describe your brand, products, and services —  Customers are much more ACTIVE than they used to be
11. Your Brand; Your Customers —  Five lessons to know: 1.  Nothing beats hard work 2.  You can’t control the situation 3.  Social Media is unkind 4.  If there are no entries, there are no entries 5.  Always be ethical –to a fault
12. Spin Sucks —  Paid media: advertising —  Earned media: media relations —  Shared media: social and community —  Owned media: website and blog content —  Combining all of these = media convergence —  SEO: Search engine optimization ¡  Use keywords carefully ¡  Focus on content, title tags, URL, and image alt tags
13. Spin Sucks —  How to manage an issue: ¡  Act swiftly ¡  Address the problem ¡  Communicate the story ¡  Communicate where it happens ¡  Hire a communications expert ¡  Think before you act ¡  Empower your team ¡  Say I’M SORRY ¡  Back down when you’re wrong
14. Spin Sucks: The Future of Communications —  Industry is going to be continuously changing —  You must ADAPT and CHANGE with it —  Content marketing is KEY…if you do it correctly
15. Conclusion —  This book speaks to adults –more the generation above millennials ¡  It seeks to inform them on how to correctly handle conflict and thrive in the media industry —  The author describes how to be successful in a way that is easy for all ages college and above to read and understand —  The author does a great job at reiterating important ideas and using examples to get key points across
16. References Spin Sucks: Communication and Reputation Management in the Digital Age (Que Biz-Tech) (p. Ii). Pearson Education. Kindle Edition., 2014. Print.