Making the Most of the Web,
Converting Negative
PR to Positive
Sentiment
Amber Peter
Web Developer III &
closet media
Arceus
(see Pokemon)
Jeff Rushton
Director of Digital
nerd
Let’s Be Honest
This isn’t conversion
This is saving
Something we love.
Change Management
• FTC Lawsuits & Countersuits
• Sex Scandals
• FBI Investigations
• Mass Terminations
• Company Closures
• Acquisitions (not employee friendly)
• PETA + Baywatch + Domestic Terrorism
• Lawsuits & Loss (HR, IP, Copyright and more)
Get The Crisis Under Control
• Know the issue
• Provide just enough
information (no more)
• Be honest
- Inc.
Know What’s Behind You
But Focus Ahead
Let Your Customers, Clients, Students, Alumni,
Fans and Friends Save The Day (spandex/cape optional)
• Find your super-fans
• Reduce branding -> Increase engaging
• Build around their relationship with you:
• How it began
• Why it continues
• Who THEY are
(make them famous)
• What they hope for,
believe in and hope
to see in the future
Let Your Customers, Clients, Students, Alumni,
Fans and Friends Save The Day (spandex/cape optional)
• Leverage your super-fans
to mold your next
branding campaign
• Remember the past
and the future
(acknowledge the now)
Create Platforms That Embrace Love
Let Them Define Love
Expect
Parody
Leverage Timely Opportunities
Stats after 3 weeks
VS
Stats after 18 hours
Leverage Timely Opportunities
Leverage Timely Opportunities
Start With What You Know
Start With What You Know
Start With What You Know
Create Content For Your Audience
Since launch - March 29
• Over 200 articles
• Increased Evergreen Content
• Sharing positive stories internally
helps foster positivity externally.
Create Content For Your Audience
• 60 Shares (facebook)
• 897 likes
• Over 3,500 views
Create Content Featuring Your Audience (women)
Create Content Featuring Your Audience (men)
Create Content With Your Audience
Create Content With Your Audience
Create Content About Your Audience
Create Content About Your Audience
Let People Experience It (again)
Promote Their Success
Become a Gold Digger
Become a Gold Digger
www.facebook.com/ads/manage/powereditor
Become a Gold Digger
Stats & Stuff
• UofLNews.com 130,000 Pageviews
Social Campaigns
#MyUofL (FB, LI, TW)
Reach
Friend's share reach Engaged
2,249,489 868,233
Stories created
Notes
485,384
271,871
Branding & viral
Humans of UofL (FB, LI, TW) 140,623
87,728
2,291
1,054
Personalized branding
The L Show
92,461
14,313
17,796
647
Student-target outreach
Photo of the day
210,280
174,869
9,706
32,071
Small branding, BIG for alumni
Listen, Learn and Love
In Crisis? Invest in Success. Invest in Your People.
Thank you!
Amber Peter
[email protected]
Jeff Rushton
[email protected]