Social media & crisis management

SOCIAL MEDIA CRISIS
MANAGEMENT
ali bullock, ex-Cathay Pacific Global Digital Marketing Manager, founder
and CEO animals in photos / Asia’s foremost charity wildlife photographer

alibullock.com / animalsinphotos.com

QUICK INTRO
Worked for some of the biggest brands in the world including, KPMG Consulting, Kelloggs, Samsung & Motorola

In 2008 I created the first Cathay Pacific fan page and in 2012 brought the brand to a fan of fan reach of over 36 million
people, spanning 15 countries, with 8 twitter channels, and a presence on other social media channels including,
youtube, LinkedIn and Sina-Weibo

Fair to say I have created one of the biggest social media and digital presences in Asia for Cathay Pacific

Created the first airline Ipad app blending mobile, social and our “legacy services”

Worked with our environmental team and saw CX ban shark fin on all planes in September 2012. Resigned to join WWF
Hong Kong as head of communicationS


SOCIAL MEDIA
EXPERT?
917 vs 660
* MY DOG HAS MORE FRIENDS ON
FACEBOOK THAN I DO


“YOU CAN FIX MY SOCIAL MEDIA
CRISIS?”
YES, YES I CAN.


WITH 4 KEY TAKE-WAYS FROM
TODAY...


1 “DIG A WELL BEFORE YOU BECOME
THIRSTY”
CHINESE PROVERB.


FIRE YOUR SOCIAL MEDIA CONSULTANT,
2 AGENCY OR GURU*

(* Actually, fire anyone who ever claims to be a “guru” of
anything.)


HIRE GOOD PEOPLE INSTEAD
3 HINT: THEY DON’T HAVE TO BE UNDER 30, WEAR A T-SHIRT AND USE WORDS LIKE
“RAD” or “SICK”* AND WHO DON’T REMEMBER A ROTARY PHONE.

(* “Sick” means cool in youth person speak.)


4 FORGET THE WORDS SOCIAL MEDIA
... AT LEAST WHEN IT COMES TO A CRISIS. FOCUS ON THE
ROOT OF THE ISSUE AND COMMUNICATE QUICKLY AND
CLEARLY.


AND AS FOR THE NOTION THAT THE
CHINESE SYMBOL FOR CRISIS IS CLOSE
TO THE SYMBOL FOR OPPORTUNITY...


NOT TRUE.


SOLVING A SOCIAL MEDIA CRISIS IS ABOUT INFLUENCE,
ENGAGEMENT AND TRUST. ITS NOT ABOUT “OH LOOK,
WE HAVE A FACEBOOK PAGE!”


WHAT IS A SOCIAL MEDIA
CRISIS?

CENSORED

6 million + views 8 million + views 500,000 + views


Average views for a CX ad on the
official Youtube channel - 40,000
views


SOCIAL MEDIA CRISIS .Vs
CRISIS

CENSORED

6 million + views 8 million + views 500,000 + views


WE FORGET THAT SOCIAL MEDIA IS A
PLATFORM, NOT AN END GAME. IT’S HOW YOU
DEAL WITH THE CRISIS THAT MAKES THE
DIFFERENCE


WHAT DID CATHAY PACIFIC LEARN FROM
THESE INCIDENTS:
(* NEXT 2 SLIDES BLATANTLY STOLEN FROM ANDRES / EDELMAN PR)


GOVERNANCE
Guidelines – Outlining acceptable uses of social media, how it fits into the organization’s communication mix and how it benefits the

organization serves to educate employees about the conduct parameters and purpose of the social web.

Education – Training is a great way to introduce employees and strategic partners such as agencies to social media best practices while

simultaneously reinforcing guidelines.

Support – It’s important to implement a support infrastructure to help embed and reinforce initial training. Identify a support person on the

social media team that can act as a resource when it comes to employee questions/concerns to help cut potential issues off at the pass.


EMERGENCY PREPAREDNESS
Assume you will have social media missteps and be prepared (ahead of time) to deal with them.
It’s not the mistakes made using social media that cause brands the biggest problems, it’s how poorly or slowly they deal with them. How your
organization addresses criticism or mistakes speaks volumes about your brand and can impact the level of audience vitriol and the time it takes
for an issue to subside.

Have a plan in place that outlines:

•the communication process
•social media team roles & responsibilities
•deliverables
•the issue resolution schedule


IDEALLY AVOID
THIS


AND BE ABLE TO
REACT TO THIS


THE SEA SHEPARD STORY WASN’T
TRUE


SOLUTION:
STORY PICKED UP THROUGH MONITORING

GOT THE FACTS FROM THE CARGO TEAM

BROUGHT A GROUP OF CX STAKEHOLDERS TOGETHER

WORKED ON A PRESS RELEASE AND A PUBLIC RESPONSE ON FACEBOOK TO SEA SHEPARD

WROTE DIRECTLY TO SEA SHEPARD

REACHED OUT TO MEDIA SUCH AS CNN AND RIK O’BARRY TO INFORM THEM ABOUT THE STORY AND THE TRUE FACTS


LESSONS LEARNT:
FROM PICKING UP THE STORY TO POSTING ON FACEBOOK 24 HOURS PASSED - THIS WAS TO LONG

WE DIDN’T INFORM STAFF AROUND THE NETWORK, SEVERAL WHO WERE VERBALLY ASSAULTED AT OUR AIRPORTS BY PEOPLE
ANGRY OVER THE STORY

OUR OWN STAFF SHOULD HAVE KNOWN ABOUT THE ISSUE AND THE FACTS FAR SOONER THAN THEY DID

MORE POSTS WERE NEEDED ON OUR OWN FACEBOOK PROPERTIES

WE SHOULD HAVE POSTED ON THE SEA SHEPARD PAGE


SEA SHEPARD NEVER APOLOGISED, NOR UPDATED THEIR BLOG BASED
ON THE FACTS. BUT THEY ALSO DIDN’T GET THE PRESS THEY WANTED
TO.


THE SHELL CAMPAIGN: “LET’S
GO” (SOMETIMES YOU JUST CAN’T DO
ANYTHING)


SHELL RELEASED A
SOCIAL MEDIA CAMPAIGN
TO ENCOURAGE
ENGAGEMENT.


BUT IT DIDN’T QUITE GO AS
PLANNED


... IN FACT THIS IS A
CAMPAIGN BY
GREENPEACE


SHELL HAVE NOT SUED GREENPEACE NOR SENT ANY LEGAL TAKE
DOWN NOTICES.

THEY HAVE PUT OUT A PRESS RELEASE. AND THAT WAS THE
SMARTEST THING THEY COULD HAVE DONE.


ADIDAS:
SOCIAL MEDIA IS INSTANT, GLOBAL AND IT CAN
HURT.


Greenpeace released a video highlighting the plight of Orangutans in Borneo
who are loosing their homeland to Nestlé and loggers for Palm Oil.

Nestlé's lawyers removed the video form Youtube on brand reputation grounds
and Greenpeace simply re-posted.

They asked their supporters to re-upload and post - the decision for Nestle
was whether to sure 100,000 people or not.

The argument moved onto their facebook and other social media platforms
where nestles’ community managers denied the claims (falsely) and deleted
the comments

end result:

customers and fans forced a corporate change in direction.


THESE MAGNIFICENT CREATURES ARE BUT .2% DIFFERENT TO US IN DNA

NESTLE FINALLY RESCINDED AND COMMITTED TO STOP BUYING PALM OIL
FROM UN-STAINABLE RAIN FORESTS.


TAKE A BREAK, HAVE A KIT-
KAT


SO IF SOCIAL MEDIA AS A PLATFORM HAS CHANGED THE WAY BRANDS INTERACT WITH THEIR
CUSTOMERS, NGOs AND STAKEHOLDERS.

WHAT CAN I DO?


1
MONITOR THE SOCIAL SPACE
THE BEST WAY TO TACKLE A CRISIS IS EARLY AND HEAD ON

THE WORST WAY IS TO BURRY YOUR HEAD IN CORPORATE SPEAK
AND HOPE IT “BLOWS OVER.”


2
GET YOUR FACTS STRAIGHT. QUICKLY.
BRING RELEVANT GROUPS TOGETHER AND GET ACTIONS / DECISIONS MADE QUICKLY
AND ACCURATELY

ASSIGN ROLES TO PEOPLE

IF THE CRISIS IS BIG ENOUGH AND YOU NED TO POST / MONITOR 24 / 7 THEN ENSURE
YOU HAVE ENOUGH PEOPLE OR AGENCY SUPPORT

ENSURE ONE PERSON TAKES RESPONSIBILITY FOR ALL POSTS

GATHER LINES TO TAKE OR BROAD AREAS THAT YOUR COMMUNITY MANAGERS CAN
TACKLE

TRY AND TAKE AS MUCH AS YOU CAN “OFFLINE”


3
RESPOND IN-KIND
IF PEOPLE COMPLAIN THROUGH A NEWSPAPER YOU RESPOND TO
THE NEWSPAPER

LIKEWISE IF PEOPLE ARE BREWING UP A STORM ON SOCIAL MEDIA,
DON’T WRITE A PRESS RELEASE AND POST THAT ON SOCIAL MEDIA

A PRESS RELEASE GOES TO THE PRESS - A SOCIAL MEDIA RELEASE
GOES TO THE PUBIC (YOU WOULD BE AMAZED AT HOW MANY
ORGANISATIONS STILL DON’T UNDERSTAND THIS.)

ENSURE THAT YOU HAVE PEOPLE AVAILABLE TO TAK /
COMMUNICATE WITH STAKEHOLDERS AND ENSURE THEY ARE
ACTUALLY EMPOWERED TO DO SO


4
IF NEEDED, APOLOGISE
NOKIA RELEASED A VIDEO (NOW DELETED) OF THIE RNEW LUMA
PHONE AND ITS CAMERA PHONE ABILITIES

THE VIDEO IS VERY CLEAR. ITS VERY GOOD. AS IT SHOULD BE
AFTER A VIEWER SPOTTED THE REAL CAMERA IN A REFLECTION
(HINT: IT WASN’T A CAMERA PHONE.)


4
APOLOGISE, IF NEEDED
QUICKLY
WITHIN A MATTER OF HOURS NOKIA HAD RELEASED A NEW
VIDEO AND A FULL APOLOGY ON ITS BLOG.

THEY USED A HUMAN TOME AND CAME STRAIGHT OUT WITH AN
APOLOGY: “"WAS NOT SHOT WITH A LUMIA 920,"
CONFIRMING OUR ORIGINAL SUSPICIONS. "WE
APOLOGIZE FOR THE CONFUSION WE CREATED."

THEY THEN RELEASED A CORRECTED VIDEO


5
NO-ONE WINS IN A CRISIS
“KFC THAILAND APOLOGISED ON THURSDAY FOR A POST ON ITS
FACEBOOK PAGE URGING THAIS TO HURRY HOME AND MONITOR
EARTHQUAKE NEWS WITH A PROMOTIONAL BUCKET OF CHICKEN AS
TSUNAMI FEARS GRIPPED THE NATION.”


6
FINALLY, PLAN, TEST, PLAN AGAIN
YOU WILL GET HIT. WHETHER BY AN NGO, AN EX-EMPLOYEE OR
HACKER, MAYBE EVEN SOME GOOD OL’ JOURNALISM FROM A MEDIA
OUTLET.

THE RISK IS YOURS TO TAKE.


WE LIVE & WORK IN A WORLD OF TRANSPARENCY.


ONE OF HUGE POTENTIAL AS WELL AS RISK.


ULTIMATELY..
..
“THINK, RESPOND AND BE SMARTER THAN THE
COMPETITION.”


NOT EVERY BRAND CAN GET AWAY
WITH WHAT TACO BELL DO ON SOCIAL
MEDIA


“THIS SEAT’S TAKEN.” BO


THANK YOU FOR YOUR TIME.
ALIBULLOCK ON TWITTER
ALIBULLOCK@GMAIL.COM

(EVEN BETTER, IN PERSON)


... AS FOR PADSTOW. FIND HIM ON
FACEBOOK, “PADSTOW PUG.”


THANK YOU AGAIN FOR YOUR TIME.
ALIBULLOCK ON TWITTER
ALIBULLOCK@GMAIL.COM

(EVEN BETTER, IN PERSON)


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