Redefining Reputation, Online
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Transcript of Redefining Reputation, Online
SOPHIE BRENDEL
HEAD OF DIGITAL ENGAGEMENT, BBC
@sophiebr
REDEFINING INFLUENCE & REPUTATION, ONLINE
EVERYONE IS TALKING ABOUT SOCIAL MEDIA
THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS, SHARE & DISCUSS
INFORMATION HAS CHANGED DRAMATICALLY.
SO LET’S START WITH THE CONTEXT
THE NATURE OF COMMUNICATION IS CHANGING
AS ARE ONLINE COMMUNITIES & INFLUENCERS
The BBC has always been social…
SO WHAT DOES THIS MEAN FOR THE BBC?
But what does this mean for the BBC?
THE BBC IS ACTIVE ACROSS SOCIAL MEDIA
OPPORTUNITIES TO ENGAGE
• Build stronger relationships
• Tell better stories
• Drive reach
• Increase openness
4 KEY STAGES TO DIGITAL COMMUNICATION
LISTEN & MONITOR ON A DAILY BASIS
DEVELOP RELATIONSHIPS WITH ONLINE INFLUENCERS
BUILD MULTIMEDIA & SOCIAL MEDIA IN CAMPAIGNS
BUT SOCIAL MEDIA ALSO PRESENTS CHALLENGES
ttt
WHAT SHOULD BRANDS DO WHEN ISSUES ARISE?
PLAN, COORDINATE & CENTRALISE ONLINE COMMUNICATIONS
ACKNOWLEDGE ISSUES & CORRECT MISINFORMATION SWIFTY & OPENLY
ENGAGE INFLUENCERS WITH UPDATES & TURN ISSUES INTO OPPORTUNITIES
SO, TO RECAP THE KEY POINTS
SOPHIE BRENDEL
HEAD OF DIGITAL ENGAGEMENT, BBC
@sophiebr
INFLUENCE & REPUTATION, ONLINE