Adapting to Situations CAPE Digital Engagement and Advanced Social Media. Steve Lee, APR
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1 Adapting to Situations CAPE Digital Engagement and Advanced Social Media Steve Lee, APR 1
2 Starting Situation Assess the situation Company Culture Climate Resources Desire Staff Monies 2
3 Company Organization type Profit/nonprofit Large/small Public/private 3
4 Org: Profit/Nonprofit Profit vs non profit organizations More comm sophisticated Less comm sophisticated More knowledgable Less knowledgable Media coverage vs little or none Higher expectations Lower expectations More processes Fewer processes Content, approval, results reporting Less risk more risk More justification less justification 4
5 Org: Large/Small The larger the org More layers to work through Content, approvals, management processes More restrictions, more rigid rules More fingerprints The smaller the org More freewheeling (depending on head) Smaller risk of failure, embarrassment Sometimes a harder sell Less time to learn & understand Trust in you in vital 5
6 Org: Public/Private Public orgs Many decision makers, layers Greater scrutiny, higher degree of control Even small things pose a greater risk Risk averse unless reward is high Answer starts with no, everything is risk/reward Private orgs Fewer decision makers, usually owners More willing to take a risk Must see reward to be convinced Listens to others (staff, companies) 6
7 Culture Open/Closed Conventional/Unconventional 7
8 Culture: Open/Closed Open Accepting of new ideas, new ways Creativity is rewarded Innovation is cherished Me first attitude Closed Not my idea, not a good idea Not the way we have done it Let someone else prove this Me too attitude, will follow competition 8
9 Culture: Conventional/Un... Conventional Conservative, repeats actions over & over Resists change Distrusts new ideas until proven by others Me too, not me first Unconventional Values change if potentially rewarding Likes things that are cool Invites risk, embraces difference Tolerates failure, corrections 9
10 Climate Open/secretive Fun/reserved 10
11 Climate: Open/Secretive Open Business as usual Communication efforts are valued New comm channels are easy to see/justify Secretive Media and communication is feared Not really much you can do to open new, innovative channels Bad communication environment Don t give up 11
12 Climate: Fun/Reserved Fun Involve entertainment and play Be clever, witty Use characters, mascots, be creative Exhibit personality, perfect for Twitter Reserved Deliver the information straight Remain business-like, conservative Formal content and demeanor No risk, no embarrassment Check before you send anything 12
13 Resources Desire Do they really want to engage in social? Staff Do you have staff to handle this? If not, start small. Low hanging fruit Monies Can you bring in outside help to do this? Spend wisely, conservatively Show success and expand efforts 13
14 At The End of the Day... Large, for profit, public, regulated, conservative organizations tend to... Resist new, unproven ideas and change Have layers of approvals Demand more, and tolerate less What you can do What is normal, expected, what others do Avoid high risk, or fast turnaround Start and stay conservative Report often, meaningful values 14
15 At The End of the Day... Smaller, for profit, private, orgs tend to... Value and reward creativity easier, but... Listen to and trust staff (Southwest Airlines) Grasp ideas easier, get excited, see potential Have less resources, use them wisely What you can do More, more, more Trial and error and correction Innovative application of social techniques Internal, small audiences, Embrace audio and video, new channels 15
16 Inside the Box The more closed, restrictive, conservative, large, regulated: Pitch blogs, Linkedin, Google+ (SEO) Maybe Twitter, avoid Facebook unless marketing Build SMEs throughout org, becomes allies Talk real returns, business growth strategies Numbers are your friend, justify with numbers Create real, relevant expectations Show how to avoid risk, safeguards, controls Build regular reporting systems 16
17 Outside the Box The more open, tolerant, less rigid, unregulated and trusting: Pitch everything -- blogs, all social platforms Use the digital triangle Emphasize what works for key publics Enlist SMEs throughout org Openly credit their efforts Involve management Talk possibilities, as well as real numbers Do not discuss risks, trainwrecks Show comm benefits, speed, cost effectiveness 17
18 Thank You Steve Lee, APR (accredited public relations) Twitter.com/SMUSDigCom Class Hashtag: #DigPRO LinkedIn.com/in/SteveLeeAPR Facebook.com/SteveLeeAPR Twitter.com/SteveLeeAPR Instagram: SteveLeeAPR Snapchat: SteveLeeAPR 18
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