Social Media Crisis Management | MIT Short Course 2012


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How does social media impact a crisis? How do you develop an action plan to respond? Get a practical guide from Heather Read, Program Manager of Social Media @ DuPont.

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Social Media Crisis Management | MIT Short Course 2012

  1. 1. Social MediaCrisis Management –MIT Short CourseJuly 26, 2012Heather ReadSocial Media – DuPont Public Affairs@heatherread1
  2. 2. so·cial me·di·a• (n) Websites and applications used for social networking.• Wikipedia: Social media are media for socialinteraction, using highly accessible and scalablecommunication techniques. Social media is the use of web-based and mobile technologies to turn communication intointeractive dialogue.Personal Purposes:GamingReconnect / Connect with FriendsPhotosPublishing your “lifestream”E-mail replacementBusiness Purposes:NewsTrendsNetworkingConferencesBreaking NewsMedia/ Influencer engagement
  3. 3. The Big Networks32003 2004 2005 2006 2007 2008 2009 2010 2011LinkedInfoundedFBfoundedTwitterfoundedArab springGoogle+foundedYouTubefoundedFB = 500MMHaitiearthquakeH1N1CrisisMappers
  4. 4. How do Social Media play a role in Crisis?• Trending topics are driven byMedia/ Bloggers & KeyInfluencers• Positive news, emergencies orcorporate crisis trend the same• Issues are softer and may be drivenby communities• Speed matters• Trending topics appear in minutes• Corporate crisis can live and die inhours• Most significant commentaryhappens in first 1-2 hrs; dies by 5hours unless fueled by continualmedia reportsHP Labs Study 2011: Trends inSocial Media : Persistence andDecay< 5hrs
  5. 5. 5
  6. 6. Crowdsourcing Disaster Response4/25/2013 6
  7. 7. University of Iowa Research study showsTwitter data predicts H1N14/25/2013 7“Our results demonstrate that Twittertraffic can be used not onlydescriptively, i.e., to track usersinterest and concerns related to H1N1influenza, but also to estimate diseaseactivity in real time, i.e., 1–2 weeksfaster than current practice allows.”• Used regression analysisto plot ~ 1MM tweets vs.CDC reports
  8. 8. How can you use social media to trackPandemic?4/25/2013 8• Follow key hashtags or topics on Twitter• Watch for trends (e.g.: Twitter trending topics,
  9. 9. Good sensing helps prevents crisisStewardshipIssues MgtCrisisMgtSensing, Triggers &AlertsSocialMediaMonitoring9@heatherread
  10. 10. Data can illuminate public needs & concerns• Use social mediamonitoring tounderstand driversof conversation orsentiment@heatherread 10Data courtesy of:Hurricane Irene (2011)Informs WHAT youshould communicateand to WHOM
  11. 11. Map multiple events to put data inperspective• Understand the impact of the discussion by tracking volumeover time• Put each event in perspective with volume and trajectory ofother topics and overall discussion about your company@heatherread 11Hurricane Irene vs. Japan TsunamiJapanIrene
  12. 12. Track changes in sources of discussion• Compare sourcevolume to know onwhat social networksyou need tocommunicate• Understand whetherthe discussion ishappening in nichecommunities or thegeneral masses– Blogs & Forumsgenerally indicatesmall, focusedcommunitydiscussing a topicimportant to them@heatherread 12
  13. 13. Establish a Corporate Reputation Baseline@heatherread 13Sources:• Pick your metrics (net sentiment vs. drivers ofpassion or sentiment)• Establish a baseline volume and sentimentmetric or score• Measure before and after a crisis
  14. 14. Use your tools to develop a scorecardSMMS-Content /Channelperformance-Audience reach-Loyalty-InfluencerengagementSMMonitoring-Volume-Conversationanalysis-Trends/ Triggers-InfluenceridentificationSEO-Traffic sourcesfrom search content-Conversiongoals@heatherread 14Key MetricsScorecard
  15. 15. General types of social media crisisSocial network campaign organized by localcommunities, NGO or PAC; online influencers spreadthe news; sparks media coverage.CommunityCampaignOne or more social media users or a specializedblogger breaks a story, spread by their followers viasocial media; sparks mainstream media interest.Viral/Blogger-ledMajor print, broadcast or online media break a story;sparks a wave of media interest; news is sharedacross social networks with individual commentary.MajorMediaInternal staff error leads to embarrassing action viasocial media (e.g.: Chrysler, Kenneth Cole)Selfinflicted
  16. 16. Use common metrics to determine response processLOW INFL/HIGH BIZ IMPACTHIGH INFL/HIGH BIZ IMPACTLOW INFL/LOW BIZ IMPACTHIGH INFL/LOW BIZ IMPACTBusiness ImpactInfluenceofuserlow highlowhighMETRICS:Audience Reach:• Klout score• Followers/friends #• Alexa rank• Inbound links/ UMVBusiness Impact:• Reputation damage• Customer reaction• Govt/Reg action• Investor behavior**CRISIS CASE**
  17. 17. Simple Criteria for ResponseIs the post negativeor incorrect?ORIs it being sharedby a number ofpeople?ORIs it being sharedby an influencer?(Klout score +Audience reach)PRIORITIZE•Will the content of thepost damage ourbrand?•Will it leave significant,incorrect informationabout the companyonline if not corrected?•If the conversationpersists, could it impactbusiness?•Will it affect stockprice?•Will not respondingdamage the company’simage?RESPONDIf yes, thenyou arelikely to17@heatherread
  18. 18. Simple Criteria for ResponseIs the post negativeor incorrect?ORIs it being sharedby an influencer?(Klout score +Audience reach)ORIs it being sharedby a known critic orcompetitor? PRIORITIZE•Does this person havea negative opinion ofthe company foremotional or ideologicalreasons?•Is this person a part ofa known group ofcritics?•Will respondinginflame the situation?•Will responding fuelmore media interest?•Will responding raiseother sensitive issues?NOTRESPONDIfyes, thenyou arelikely to18@heatherread
  19. 19. If you elect to engage, your social media actionplan should have a PURPOSE and the MESSAGEshould MATCH the MEDIUMChangeperceptionsDemonstratetransparency orcompany/ brandresponsivenessUnderstand thepublic discussionMonitor EngageSM monitoringinputsCompany action& BusinesscommitmentDefine the purpose of social media in your Action Plan19
  20. 20. Develop an action plan, identifying specificactions you expect your audience to take andmetrics of success.Here’s a tool to help you…20@heatherread
  21. 21. Scenario PlanningLOW MEDIUM HIGHMEDIA (which socialnetworks do you expectto discuss this):#/ % :TONALITY:TRIGGER TO MOVESCENARIOS:Action Plan:Identify how your social media situation may shift, how your action plan will change andwhat the triggers are to move between scenarios. Some examples are provided:e.g.: Blogs e.g.: Blogs,Twittere.g.:Blogs, Twitter, Facebook, YouTube, Flickre.g.: < 500 posts/day e.g.: 500-1000posts/daye.g.: > 1000 posts/daye.g.: Neutral - Balanced e.g.: Negative e.g.: Inflammatorye.g.:Up: incr. neg % ofconversationDown: decrease in # ofcomments/ daye.g.: Monitoronly, Bloggeroutreache.g.: Twitter accountprovides updates/corrections; Bloggerbriefingse.g.: dedicated Twitter,FB, YouTube accounts;Content plan to inform theconversation21@heatherread
  22. 22. Building your social media crisis plan …22@heatherread
  23. 23. Step 1: State your purpose & objective•Based on your communication plan, determine how social media can play a role.• How can you influence the audience’s behavior, attitude or awareness using socialmedia?• Why will your audience want to interact with your content?• How will you be improved by your interaction with your audience?•Examples:4/25/2013 23Objective Social FitRaise awareness of health serviceslocal communityShare educational info and availableservices with residents and communityinfluencers regardingChange perception of a community Create a dialogue with local residentsand community members
  24. 24. Step 2: Understand your audienceWho are youtrying toreach?GeographyAgeGenderEducationIncomeTechnology/SocialNetworks4/25/2013 24
  25. 25. Step 3: Build a content strategy that canalign with measuring your objectivesDedicatedblogSEOTwitterFacebookYouTube4/25/2013 25In this example, the blog is the“hub” of the social strategy.It’s optimized for search (SEO)The strategy is to drive traffic tothe blog from search and socialnetworksGood Analytics:• Click through rate (CTR)• Top Messages• Traffic share from eachsocial network + bouncerate• Conversion goal
  26. 26. Step 4: Determine your tacticsContent topics:• Daily scheduled posts: (e.g.: daily safety tip, trivia)• Weekly posts: (e.g.: #FF)• Events (e.g.: live tweets from events, webinars, twitter chats)• Questions/polls: (e.g.: expert Q&A)• Heavy content: (e.g.: best practices , presentations, articles)Multimedia Photos or InfoGraphics:• Photos• Infographics & memes• Video footage from events, custom produced on a topic, etcOther:• Contests/Promotions/Giveaways• Check-ins• RSS feeds, News releases4/25/2013 26Where will you source ongoing,interesting content from?
  27. 27. Step 5: Managing Process1. Review and finalize escalation plan to route problematiccomments2. Develop FAQs with template responses3. Create new triage queues in SMMS4. Establish a daily core team5. Appoint Strategy, Monitoring, Responder and Approval roles6. Determine a path for sourcing ongoing content, updatingFAQs and template responses7. Set expectations for measuring results4/25/2013 27
  28. 28. ROLES & RESPONSIBILITIESROLE RESPONSIBILITY OWNER(s) MAX TIME TORESPONDStrategy Designs social mediastrategy and content plan;activates search campaigns;measures resultsMonitoring Builds, reviews and updatesdaily monitors of socialconversations; reports onchangesResponse Responds to incoming postsand drafts new responsesApprover Business and/or Legal staffmembers that approvesmessages
  29. 29. Step 6: Establish Success MetricsMEASURESpecific action requested(Offline actions e.g. 800# calls, emails; Online actions e.g.: CTR, conversion goals;Channel specific e.g.: @replies, comments)Impact on volume of mentions/dayIdeal conversation theme(s)% change in conversation theme(s)(specify time period)Audience reach% Neutral or Positive acceptance of message(conversation analysis, likes, RT, related mentions)# of people assistedPositive view of organization responsiveness(ad hoc verbatim, # of posts)Success metrics to measure the impact of your campaign.Some examples are provided:
  30. 30. Example measuresEngagement metrics:• Overall fans/friends/followers (weekly change rate, monthly change rate)• Average or raw # likes• Average or raw # of RT / shares• Average or raw # of comments• Average or raw # of clicks• Specific Click-through-rate (CTR) to business page• Impressions• Virality scoreBusiness Metrics:• Brand impact• Intent-to-purchase change• Loyalty• Sales figures• Lead conversions• Customer satisfaction4/25/2013 30
  31. 31. Social Media Crisis Checklist: Use the organization’s core values as your guidepost State the purpose of social media response in your crisisplan Do scenario planning Understand your audience Define your voice & engagement model Define a content strategy with SEO in mind Map your SM plan to media relations or other stakeholderoutreach activity Specify roles & responsibilities in a daily managing process Define metrics of success31@heatherread
  32. 32. Thank you!Heather D. ReadProgram Manager, Social 32Follow us @DuPont_Newsor