Reverse viral marketing - 8 tips for online crisis management

Reverse viral marketing:8 tips for online crisis management
Adam Lewis, director, immediate future
Online Marketing Show 2011
@adamlewis10
www.immediatefuture.co.uk

Today’s agenda
Crisis management in the social media age
8 tips to help you with
prevention
containment

Power of viral marketing

Going viral – the dark side

One slip of the Twitter button...

...6 week social media frenzy
16th June 2011
14th June 2011
5thMay 2011

You can’t stop a crisis once it STARTS
But you can take steps to:-minimise chances of having one-contain it once it does happen

Crisis management in the age of social media

Beware: speed of contagion
Immediate future - 2011

...the news reaches us
2010: CNN POWNAR study 1650 global
adults who spread news

Migration across platforms
Twitter peak during the show
Follow-up in forums, a few blogs and one news story
Pre-show activity forum focused
on air
Analysis of BBC Watchdog:
The social media conversation

Anybody can be a somebody
Public awareness
Time

Search legacy lives on
Blog August 2009
PageRank 5
YouTube: Feb 2008
1.3 million views
Immediate future :CONFIDENTIAL

Practical tips – vaccinating yourself. INNOCULATE?
PREVENTION:
TIPS ON HOW TO VACCINATE

SOCIAL MEDIA RISKMATRIX
#1 Take a health check
No staff policy on using social media
No clear moderation policy for FB or Twitter

#2 Get tools for an early diagnosis
Configure listening tool:
Monitor your brand name
Filter for issues before they break
Filter for influencers

#3 Test your team

A simulation will test:
Protocols: Have you actually read the crisis manual?
Leadership: Who’s in charge?
Information: Where do we get it from?
Decision-making: How are we evaluating this?
Technology: Which button do I press?

#4 Keep your friends close...
“Build a network of supportive online influencers who can help spread your message in a crisis.”
...and your enemies closer:
Know who they are
Know where they are
Predict how they might react

CONTAINMENT:
TIPS ON SLOWING THE SPREAD

#5 Don’t try and engage everyone

#6 You might need a Honey Pot

#7 Use video to give a human face
Video best practice:
Sincerity, regret and action

#8 Don’t cens*r
Moderation best practice:
Allow the good, the bad but not the ugly

8 Tips
#1 Take a health check
#2 Get tools for early diagnosis
#3 Test your team
#4 Keep your friends close...
#5 Don’t engage everyone
#6 Use a honey-pot
#7 Use video to give human face
#8 Don’t censor

How vulnerable are you?
Free online survey to assess whether you are at risk:
Preparedness
Skill-sets
Systems and tools
Includes top-line recommendations
Contact Adam for details of online crisis management services including simulation

Reverse viral marketing:8 tips for online crisis management
Adam Lewis, director, immediate future
Online Marketing Show 2011
@adamlewis10
www.immediatefuture.co.uk

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Reverse viral marketing - 8 tips for online crisis management

by immediate future on Jun 28, 2011

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Reverse viral marketing - 8 tips for online crisis management — Presentation Transcript