3. Emergent leadership
Autocratic or authoritarian style
Toxic leadership
Participative or democratic style
Leadership has been described as the “process of social influence in which
one person can enlist the aid and support of others in the accomplishment of
a common task".
www.wikipedia.org
Group leadership
Narcissistic leadership
Laissez-faire or free rein style
@WWF_Deutschland | paula.hannemann@wwf.de
4. The Crisis Inversion. Anti-Leadership.
Social Influence. Hits you.
Aid and Support of others. Against you.
Common task... ... is to hit you.
@WWF_Deutschland | paula.hannemann@wwf.de
5. TODAY‘S AGENDA:
THE SHIT STORM LEADERSHIP IN A
PHENOMENON SOCIAL MEDIA
CRISIS
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
6. TODAY‘S AGENDA:
THE SHIT STORM LEADERSHIP IN A
PHENOMENON SOCIAL MEDIA
CRISIS
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
7. "Sooner or later it will happen to almost all citizens of the internet.“
Sascha Lobo, re:publica 2010
@WWF_Deutschland | paula.hannemann@wwf.de
8. 85% of the surveyed companies (worldwide) have a
crisis plan.
Source: 08/2010 www.gartnercommunications.de
Gefunden bei: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance
16. Februar 2011 6
9. Only 21% have integrated social media into this plan.
Source: 08/2010 www.gartnercommunications.de
Gefunden bei: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance
16. Februar 2011 6
10. Write mail to press office - prepare
social media crisis plan...
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
13. THE 48 HOURS STORM
@WWF_Deutschland | paula.hannemann@wwf.de
14. 24.6.: #WWF is 1st trending topic on twitter
200 @mentions in the first two days
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | paula.hannemann@wwf.de
15. About 700 facebook wall posts (300 in the first two days)
15.000 likes & comments
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | paula.hannemann@wwf.de
16. +3000 questions asked on our WWF discussion platform
50% of those appeared until June 24th
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | paula.hannemann@wwf.de
17. about 1300 blog articels*
400 published within the first two days
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | paula.hannemann@wwf.de
18. and of course: online news portals pick up the story
@WWF_Deutschland | paula.hannemann@wwf.de
19. READ OTHER PEOPLE‘S DEFINITIONS
"A shit storm can be defined as an online
phenomenon, in which, during a short
period of time, a - subjectively perceived
- huge number of critical remarks are
being made, and these remarks are at
least partly detached from the original
critique but instead are mostly
aggressive, offensive, threatening or
some how attacking."
Sascha Lobo re:publica 2010
Read more about it: http://de.wikipedia.org/wiki/Shitstorm
20. Important thought:
A shit storm is only
part of a PR crisis.*
* The term shall not play down or mock the fact that in each crisis there is legitimate criticism.
21. WATCH GREAT KEYNOTES
http://www.youtube.com/watch?v=-OzJdA-JY84
@WWF_Deutschland | paula.hannemann@wwf.de
23. Folks, our fanpage really isn‘t the appropriate place for
complaints or customer requests. We want to entertain
and inform you, chat with you (...). Go find the contact
information for customer inquiries in the "About"
section . .
Source: facebook fanpage TelDaFax 25. Februar 2011
Quelle: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance
TALK TO ME! NOT. 6
26. „Thank you Nestle... I would never have seen this video
if you hadn‘t had kicked it of YouTube ... Fire your PR
Team, they are muppets.“
Quelle: http://off-the-record.de/2010/03/17/virale-schock-attacke-von-greenpeace-gegen-
nestle-kitkat/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+off-the-
record/VPpB+%28off+the+record+-+Blog+f%C3%BCr+Marketing,+Werbung+und+Medien
%29
STREISAND EFFECT
29. ALL EXPERTS DO
AGREE ON ONE THING:
@WWF_Deutschland | paula.hannemann@wwf.de
30. „How to survive a
shitstorm? Imperturbably.“
STAY CALM.
„The rules of maximum
souvereignity apply.“
Vortrag Sascha Lobo re:publica 2011
@WWF_Deutschland | paula.hannemann@wwf.de
32. WELL... THIS IS HOW YOU REALLY FEEL:
O Z E N
C K F R E
S H O E S A K
R G
O IN T H
G C
IN A F T
A T F
C O
@WWF_Deutschland | paula.hannemann@wwf.de
33. TODAY‘S AGENDA:
THE SHIT STORM LEADERSHIP IN A
PHENOMENON SOCIAL MEDIA
CRISIS
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
34. TODAY‘S AGENDA:
THE SHIT STORM LEADERSHIP IN A
PHENOMENON SOCIAL MEDIA
CRISIS
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
35. In a social media crisis, leadership is...
... not only obtained through social/comms skills
DIGITAL is key aswell.
@WWF_Deutschland | paula.hannemann@wwf.de
36. TIP NO.1: BE PREPARED.
Preparation does not mean: inform your colleagues.
Preparation means: Prepare for the worst.
And this is hard work.
Most errors happen beforehand.
37. TIP NO. 2: CREATE SOCIAL CONTENT
A social media crisis demands for social media content.
Prepare your content to be „social media ready“.*
* ables: googleable, easily consumable, shareable, youtubebable, facebookable.
„A press release will just not do the job.“
42. TIP NO. 3: BUILD A NETWORK OF (DIGITAL) PROS
External crisis consultant.
Plus the following skills:
Additional Community Manager
Social Content Producer.
SEO expert.
Monitoring expert.
Because: shit storms cease a lot of your energy
44. TIP NO. 4: PREPARE YOUR SOCIAL COMMUNITY
Tell them in ADVANCE WHAT is going to happen.
Tell your community WHERE and WHEN you will provide information.
Activate your community and ask for support.
„Sleeping dogs no longer exist.“
Kai vom Hoff
46. TIP NO. 5: DON‘T TRY TO ARGUE. JUST DON‘T DO IT.
In the middle of a shit storm: discussing is pointless. Remember? It is not a conversation.
Rather: Make sure everybody finds all the information they need.
After all, people want to and should be able to form their own opinion based on accessible facts.
...INSTEAD MODERATE.*
*BURNING HOUSE THEORY (JAN HENDRIK SENF)
49. TIP NO. 6: NEVER STOP TALKING.
Hiding away doesn‘t work, makes it worse instead.
Availability until 10 pm would be great!
But: This only works if you prepared your ressources in advance.
* And make sure, people hear what you‘re saying!
54. TIP NO. 9: HAVE YOUR TOOLS READY (FOR OTHERS)
MONITORING
SOCIAL MEDIA COCKPIT
55. TIP NO. 10: PREPARE YOUR SEO & PLACE YOUR LINKS.
If Google doesn‘t find it, it doesn‘t exist.
Place your links and correct key words as much as possible.
56. WHAT‘S LEFT TO SAY?
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
57. WHAT‘S LEFT TO SAY?
Shit storms are by now part of our every day professional life.
Become familiar with the phenomenon.
The better prepared you are, the greater the likelihood that you can show
leadership.
Because shit storms do carry one feature, we should all be aware of:
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
58. SHIT STORM DNA: THEY EASILY BECOME META ISSUES
OTHERS LOVE TO JUDGE
ABOUT YOUR
LEADERSHIP SKILLS.
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
59. #ARE_YOU_PREPARED?
PLEASE BE.
@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
