Your social media manager tweets a personal message from your brand's account. An email is sent to your entire user list with the wrong promo code. As a marketer, what's your next move? How do you respond when the wrong message goes live from your brand's email or social channels? In today's always-on digital landscape, your mistakes have the potential to do irreparable damage in a very short amount of time. In this session, you'll hear from industry experts about what you can do to recover from common marketing snafus.
#CNX14 - Use Chatter and Communities to Drive Stronger Customer Engagement
#CNX14 - Crisis Communication
1. Track: Personal Transformation & Growth
#CNX14
#CNX14
Crisis Communications
How to Use Digital Media to Manage
the Message and Preserve Your
Brand’s Reputation in Times of Crisis
2. Track: Personal Transformation & Growth
#CNX14
Welcome!
Joel Book
Principal, Marketing Insights
Salesforce ExactTarget Marketing Cloud
@JoelBook
3. Track: Personal Transformation & Growth
#CNX14
Our Panelists
Ginger Conlon
Editor in Chief
Direct Marketing News
@customeralchemy
Rick Murray
Consultant
Former President, Midwest Region
Edelman Public Relations
@rickmurray
4. Track: Personal Transformation & Growth
#CNX14
Crisis Communications
1
How has digital media changed the dynamics of how
brands communicate in times of crisis? And what must
marketing and PR professionals do to minimize the
impact on their brand reputation?
Ginger Conlon
Direct Marketing News
@customeralchemy
Rick Murray
Edelman Public Relations
@rickmurray
Join the Conversation!
5. Track: Personal Transformation & Growth
#CNX14
Crisis Communications
2 In addition to Customers, what are the other Key
Audiences brands must communicate with directly in
times of crisis? What are examples of brands that do a
good job of “Crisis Communications?”
Ginger Conlon
Direct Marketing News
@customeralchemy
Rick Murray
Edelman Public Relations
@rickmurray
Join the Conversation!
6. Track: Personal Transformation & Growth
#CNX14
Crisis Communications
3 How can companies effectively leverage digital media –
specifically email, social media and online content -- to
offset negative or inflammatory comments in
mainstream or social media?
Ginger Conlon
Direct Marketing News
@customeralchemy
Rick Murray
Edelman Public Relations
@rickmurray
Join the Conversation!
7. Track: Personal Transformation & Growth
#CNX14
Crisis Communications – Key Takeaways
1 2 3
Be Prepared!
• Learn to listen proactively
using social listening tools
like Radian6.
• Have a plan to address
any potential crisis
communication situation
you encounter.
8. Track: Personal Transformation & Growth
#CNX14
Crisis Communications – Key Takeaways
1 2 3
Be Prepared!
• Learn to listen proactively
using social listening tools
like Radian6.
• Have a plan to address
any potential crisis
communication situation
you encounter.
Don’t Delay!
• Speed in responding is
critical for “first mover”
advantage.
• Be totally transparent. If
you’ve made a mistake,
acknowledge it.
• Be “Audience-Specific” in
your communications.
9. Track: Personal Transformation & Growth
#CNX14
Crisis Communications – Key Takeaways
1 2 3
Don’t Delay!
• Speed in responding is
critical for “first mover”
advantage.
• Be totally transparent. If
you’ve made a mistake,
acknowledge it.
• Be “Audience-Specific” in
your communications.
Use Your Tools!
• Use Radian6 to monitor the
conversation on social
media.
• Use Email for audience-specific
communications.
• Post articles and responses
on your blog and website;
Link to these assets in
social media.
Be Prepared!
• Learn to listen proactively
using social listening tools
like Radian6.
• Have a plan to address
any potential crisis
communication situation
you encounter.
10. Track: Personal Transformation & Growth
#CNX14
Ginger Conlon
Editor in Chief
Direct Marketing News
@customeralchemy
Rick Murray
Former President, Midwest Region
Edelman Public Relations
@rickmurray
11. Track: Personal Transformation & Growth
#CNX14
Resources
What Should Marketers Do When Brand Negativity Goes Viral?
http://bit.ly/1opemIG
When Social Media Comments Go Negative, Should Your Brand Respond?
http://bit.ly/1eRIPpp
Making Data Breach Readiness a Priority
http://bit.ly/1mksJtM
12. Track: Personal Transformation & Growth
#CNX14
We want your feedback! Please take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX14
$50
Starbucks
Gift Card
13. Track: Personal Transformation & Growth
#CNX14
Thank You!
Joel Book
Principal, Marketing Insights
Salesforce ExactTarget Marketing Cloud
@JoelBook
Hinweis der Redaktion
Takeaways that track to the 3 items on the Goals slide
Takeaways that track to the 3 items on the Goals slide
Takeaways that track to the 3 items on the Goals slide