Post on 16-Apr-2017
Social Media & Your FutureReputation Management 3.0
Presented by: Kathleen HessertPresident | Sports Media Challenge@kathleenhessert
Step1: Crystalize Your Personal Brand
- 3 words describing you as a professional today? (real or perceived)
- What contributes to it intentional/unintentionally?
- 3 words you want to define you?
- How large is the gap between them?
- What will you do to make it happen?
- What tools are available?
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Identity. Expertise. Personality.
Step2: Align Social Media With Biz Goals
• Be intentional
• Be distinctive
• Add value, not noise
• Apply best practices
• Be visible & visual
• Have a consistent voice
• Be time, energy & resource efficient
• Monitor, measure, refine
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Identity. Visibility. Credibility.
Teen’s Video Reaps Worldwide Attention
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• School project showcases talent& wows global audience
• 500k+ views on YouTube
• Reaps work offer from iconic brand & agency
Casual
SPARK …….. ENGAGE …….. DEMYSTIFY …….. RELEVANCE …….. EMOTIONAL CONNECTION …….. ADVOCACY
Fan SpectrumAN Spectrum
Future Avid
Igniting the initial spark of interest, starts fans on the journey to becoming vocal brand advocates
Give them an easy & compelling reason to come back for more or they’ll disappear
Successful content: simple, grabs attention, is easily relatable to their lives
Desired Result? “I want to see more of this kind of thing “
The first step on the fan journeySPARK:
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Step3:
Monitor & Measure• Use tools to monitor and publish
• Determine KPI’s i.e. caliber &
community growth, sentiment,
engagement, strength of voice,
influencers who follow/engage
• Get & understand reports for insights
• biz intelligence
• early trend identification
• customer service
Crisis Management in the Social Age
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Velocity. Amplification. Volume. Protocol.
How-to Respond
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Assess the message
Evaluate the purpose
Unhappy Person?
Comedian wanna-be?
Dedicated complainer?
Are the facts
correct?
Are the facts
correct?
Is the Problem
being fixed
Take reasonable action to fix issue and let fan know
action taken
Does person need/deserve
more info?
Explain what’s being done to
correct the issue
Gently correct the facts
Let post stand and monitor
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
Yes
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Digital Brand Scorecard
Regularly assess your digital presence. Rate each component (1-5). Add them & divide by 10 for your score.
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Strategically aligned
Sounds like a person not a brand
Responsive & engaged
Audience growth Distinctive & visual
Integrated across platforms
Believable/instills trust
Consistent frequency
Transparent
Easily/readily shared
It’sYOURPath
CONTACT: Kathleen Hessert | President | Sports Media Challenge | www.sportsmediachallenge.com |Linkedin Twitter Facebook Instagram Snapchat12