Julius Duncan's Blog

Brands for a social age

Archive for the tag “eurostar”

Was your brand born social?

To misquote the Bard: “Some Brands are born social, some achieve socialness, and some have social thrust upon ‘em”.

Following the launch of our Social Brands 100 report last week, we’ve been thinking that this famous quote has some resonance with our ranked brands.

Born social.

One of the surprise Top Five entries for some commentators is the crowd-sourced mobile operator, giffgaff. This innovative business has been making waves in the mobile space since its launch in November 2009. Conceived from the outset as a social business, where its customers can gain rewards by providing customer service and marketing support, this is one business that was ‘born’ with social principles at its core. Indeed the business model was refined through crowd sourcing the question ‘what would you want from a mobile network run by you?’.

Another interesting example is Innocent Drinks. Interestingly, the fast growing FMCG brand, launched in 1999, pre-dates the explosion of mass social behaviour on platforms like Twitter and Facebook.

But, according to Ted Hunt, in charge of digital engagement at Innocent from 2006 to 2010, the company already had social principles at its heart. His job was simply to tell this story through social channels, not to transform the business for social. Evidence that true social engagement is more about behaviour and content, not technology and platforms?

Achieving socialness.

This transformative state is the most common that our ranked brands find themselves in. A good example is the retail bank, First Direct.

Launched as the first ‘telephone bank’ 25 years ago, it’s always been an innovator.  In the last few years the Leeds based company has proved its agility once again as it develops social behaviours, and strategies. It features as the only financial services company in the Social Brands 100 thanks to its social media newsroom, i-Phone app, Little Black Book and Talking Point initiatives.

Other notable ‘achievers’ are the BBC, Ford, Burberry, Sky and BT Care. All these brands are introducing effective social principles into the way their organizations work, and rightly being recognized for it.

Social thrust upon them.

This is the most interesting group. A collection of well-known brands that have been pushed into adopting social behaviours, and business models, after being hit by a social reputation crisis.

Dell (ranked #1), Domino’s Pizza (ranked #26), Eurostar (ranked #36), Virgin Atlantic (ranked #37) have all suffered from high profile crises that were either caused, or exacerbated, by social media.

To their credit they have all responded positively. Dell has famously put active listening of conversations around its brand at the very heart of its business model. Domino’s Pizza took the opportunity of its staff induced crisis, to proactively engage with its customers to reinvent the chain’s whole food offering. Eurostar has gone on the record to say that the stranded trains crisis of late 2009 prompted the transformation of its customer service and Twitter profile. Virgin Atlantic has taken positive steps in social engagement after getting stung by staff comments on social platforms in 2008.

These high profile corporate car crashes act as a lesson to all brands that have yet to consider how they will evolve their brands, and transform their businesses, for social.

So, if you’re one of those ‘pre-social’ brands thinking about how they will adapt for the new rules of a connected world, please don’t wait for a crisis to ‘thrust’ you in to it!

[tweetmeme source=”juliusduncan” only_single=false]

Advertisements

Social Reputation (video)

Over the last few weeks we’ve been running some briefings with UK based brands to delve into the topic of ‘Social Reputation’. They were really lively sessions, and the subject is at the top of the agenda for many communicators. With that in mind we’ve created the following video that gives you a taste of what we presented on the day.

 Look forward to your comments and thoughts.

[tweetmeme source=”juliusduncan” only_single=false]

Social Reputation – favourite case studies

People often ask for examples of social reputation attacks online. I’ve summarised five of my favourites in this brief deck, and I plan to update from time to time. Enjoy!

[tweetmeme source=”juliusduncan” only_single=false]

10 tips for reputation management in the social age

1. Update your current crisis plan    
Social media usage is increasing rapidly. The number of people using social media as a platform to complain about products or services is on the increase. Many companies have a crisis plan in place that covers mainstream media, but that’s no longer enough. A critical first step is to review any crisis plans or manuals that you have, and drag them into the social age.       
2.  Scenario training
Similarly it’s little use having excellent media training for your executives if the battle for hearts and minds is actually being won and lost on Twitter. When the brown stuff hits the whirring thing will your team be ready? Will roles be clearly set out? Are you prepared for the speed with which issues roll through social media? Investing in some scenario training that develops relevant social reputation management skills, will pay off.
3.  Establish your social outposts
Brands like Paperchase and Eurostar have been caught out when an issue has hit, because they’ve not taken prior ownership of key social media outposts, like Twitter. To effectively manage a reputational issue that is created, or amplified, in social media it’s necessary to have the same tools as your detractors. Get your outposts established now. They are key ‘engagement hubs’ when you are caught up in a reputational storm (see 7 below).         
4. Engage audiences in the good times
Consumers don’t simply want presence from brands in social media, they want engagement. Great news!  Through some smart content creation, and an appropriate conversation strategy, you can populate your outposts with engaged friends and followers. These guys are going to be your best asset if your reputation is ever under attack (see 9 below).  
5. Take-up active listening
What’s the best kind of crisis? One you prevent happening. Some of the messiest reputational car crashes in the social age e.g. Dell , Maclaran could have been minimised by effective listening combined with an effective response strategy. The starting point for all social reputation management is active listening.         
6. Provide rapid response
Speed has always been of the essence in issues and crisis comms. In the social age the pace is merciless. This is where the preparation, training and scenario role plays kick-in. A well drilled team, with the appropriate brand outposts to work with, can get your communications onto the front foot with a rapid response to any attack. 
7. Generate ‘stream’ of content
If you‘ve not succeeded in containing the issue (No 5), then you’re in full crisis mode. At this point both social and mainstream media are a voracious beast, hungry for information, the truth, the next development. If you can feed the beast fast enough, you have a chance to lead the agenda. If you don’t, you will leave an information vacuum that others will rush to fill with speculation, opinion and rumour, and the narrative is out of your control.         
8. Listen, learn, adapt
In the heart of the crisis your listening must be even more acute. What are the latest developments/issues out there? How are your messages being received, disseminated, mashed up? What insights can be uncovered to inform strategy, tone and content? You can’t respond to every comment so be selective. If you’ve already invested time in establishing your sector’s influencers, this is when it can pay off.     
9. Acknowledge and mobilise supporters
Remember those ‘good times’ back in No 4? They’ll seem a long way off at the moment! Don’t forget the power of a third party endorsement. Listen out for advocates and acknowledge and encourage their support. Don’t forget the power of your staff champions, and use effective internal comms to get everyone on the same page.       
10. Discover the ‘opportunity’
Every crisis can become an opportunity. Using the insights from your listening activity, create a proactive comms strategy that demonstrate your true colours as a company e.g. M&S, Domino’s Pizza. Remember, bad things happen to good companies, it’s how you respond that’s remembered.

‘[tweetmeme source=”juliusduncan” only_single=false]’

Post Navigation