I go through some case studies, my pov on the company reaction everytime (how they did things/ what they could do better) and I offer my thinking on the general steps on how to manage a similar crisis…
My experience is in brand management, advertising and marketing consulting. I do not consider myself to be an expert on everything that has to do with digital marketing, but someone with a passion for it. So my objective is to offer some food for thought and definitely a trigger for extra discussion.
This is the material as it was presented on August 20th, 2013, in Geneva, Switzerland for the Geneva Digital Marketing Group. The presentation has not been optimised for slideshare: some animations are not visible which has as a result some images clashing on each other. Please note some videos were also used - please email me if you need them or the full pptx file (nikolas.rizos@gmail.com).
2. Nikolas Rizos
An international marketer with computer
engineering background and experience in global
consumer goods brand-management, advertising,
and marketing consulting
About
@nikolas_rizos
ch.linkedin.com/in/nikolasrizos
nikolas.rizos@gmail.com
4. Social Media (wiki)
The means of interactions among people in which they create, share, and exchange
information and ideas in virtual communities and networks
Social Media Crisis (Jeremiah Owyang)
A social media crisis is a crisis issue that arises in or is amplified by social media, and
results in negative mainstream media coverage, a change in business process, or
financial loss
Social Media Crisis: Definition
36. How can the initiative/ campaign go wrong? How should the response look
like?
Strong online presence ahead of crisis!
First 24h -> Golden Hour -> Twitter time (15min)
Clear Policy determined upfront
Multiple social channels vs. 1 source of information
Internal vs. External help
Do not work in isolation! Always in connection to rest functions
HOW to manage? 1) Plan ahead
37. One of the best ways to avert disaster is to act fast, this means you need to
know as soon as possible when your brand has attracted some negative
attention
HOW to manage? 2) Listen
44. Keep track of online conversations
• Free
• Google Alerts - Social Mention,
• Google Blog Search -Technorati,
• BoardTracker,
• FiltrBox,
• Paid
• Buzzlogic,Trackur, Sentiment Metrics
Listen Carefully,
Do not ignore,
Learn how to identify a social media crisis
Last tip: do not try to hide it!
HOW to manage? 2) Listen
61. Define next steps as quickly as possible,
Your actions need to be precise: after a crisis start mistakes count even more
You need to be decisive
Informing your stakeholders in time is not to be ignored
HOW to manage? 4) Ninja quick
April 2011
62. Most complaints occur when people feel they are not being heard, embed
great customer relations principles into your social media plan and if you
make a mistake just say sorry and fix it.
HOW to manage? 5) Say sorry when
mess up
63. A sincere apology is needed
HOW to manage? 5) Say sorry when
mess up
June 2013
64. HOW to manage? 5) Say sorry when
mess up
I was born 60 years ago when America's South had
schools that were segregated, different
bathrooms, different restaurants and Americans
rode in different parts of the bus.This is not today.
To be clear I do not find acceptable the use of this
term under any circumstance by anyone nor
condone any form of racism or discrimination.
65. A sincere apology is all that is needed
HOW to manage? 5) Say sorry when
mess up
March 2011
66. Know what your stakeholders want to hear
HOW to manage? 5) Say sorry when
mess up
January 2013
67. Know what your stakeholders want to hear
HOW to manage? 5) Say sorry when
mess up
January 2013
“We and our supplier have let you
down and we apologise… So here’s
our promise.We will find out exactly
what happened and, when we do,
we’ll come back and tell you”.
68. Sincere apology
Know what your stakeholders want to hear
Be personal
Depending on the issue, might need to come from the top
HOW to manage? 5) Say sorry when
mess up
January 2013
74. Personal communications for personal issues
Do not forget what you stand for
Every publicity can be an opportunity
Last thoughts…
75. Social Media, Crisis Communication, and Emergency Management:
Leveraging Web and Mobile Technologies
(Connie White)
Social Media Crisis Communications: Preparing for, Preventing, and
Surviving a Public Relations #FAIL
(Ann Marie van den Hurk)
Crisis Management in the Age of Social Media: Instant Crisis
(Louis Capozzi)
Read more
Editor's Notes
http://www.youtube.com/watch?v=Q8pyNHz6Pr0This is a typical video that explains why someone should invest through social media in order to grow his business.I am not here to talk about this. I needed it only to set up the ground.I want to focus on the following:All this Social Media conversation is:Not organised,Not controlled,Without any physical boundaries…Internet has turned what used to be a controlled, one-way message into a real-time dialogue with… millions!All this “revolution” has accelerated the rate at which relationships develop,Information is shared,And influence takes hold…Consumers try to shape the world now via social media…They are no longer passive – they are active producers!
Jeremiah Owyang is an industry analyst and Partner at Altimeter Group, located in Silicon Valley. His research focuses on the present and future relationship between companies and their customersSocial media can either be the tool that builds a company or the dagger that kills it
Neighborhood Grill and Bar restaurant chain (2000+ restaurants)
“If you fail to plan, you plan to fail”No excuses
TIP: Company lawyer + Communications dptTIP: Use help from customer service for insightsTIP: Tweeter vs. FCB -> use Twitter less for high-risk initiatives
… even if you do not have a large update, just in order to show you are on it
Compassion – If anyone has been hurt or killed in the crisis, start by expressing your heartfelt condolences to those affected – and mean it!Concern – Express concern that the incident has occurred in the first place.Commitment – Make clear your absolute commitment to get to the bottom of what has gone wrong and ensure it will never happen again.Control – People will feel much better if you make it clear that the crisis response will be managed and controlled from the top.Communication – Undertake to provide regular updates and information to stakeholders. Speculation loves a vacuum and social media will fill it for you if you let it.
You won’t be able to avoid attracting negative comments, not everyone will love what you do. But by having a plan for dealing with them you can avoid turning a low grumble into a full on attack and often develop new advocates for your brand.
Result: Dogfish asked fans to donate to Red Cross…
“Boingo, please stop spamming me.”Clear plan (informing everyone internally, who to involve, etc),Listened even in a w/e,Acted immediately without panic,Apologised! sincerelySolved it in 6hrs
“Boingo, please stop spamming me.”Clear plan (informing everyone internally, who to invoilve, etc),Listened even in a w/e,Acted immediately without panic,Apologised! sincerelySolved it in 6hrs
Thank you … and do not forget to… PLAY! when needed