Reverse viral marketing:8 tips for online crisis management <br />Adam Lewis, director, immediate future<br />Online Marke...
Today’s agenda<br />Crisis management  in the social media age<br />8 tips to help you with<br />prevention <br />containm...
Power of viral marketing<br />
Going viral – the dark side<br />
One slip of the Twitter button...<br />
...6 week social media frenzy<br />16th June 2011<br />14th June 2011<br />5thMay 2011<br />
You can’t stop a crisis once it STARTS<br />But you can take steps to:-minimise chances of having one-contain it once it d...
Crisis management in the age of social media<br />
 Beware: speed of contagion<br />Immediate future  - 2011<br />
...the news reaches us<br />2010: CNN POWNAR study 1650 global <br />adults who spread news<br />
Migration across platforms<br />Twitter peak during the show<br />Follow-up in forums, a few blogs and one news story <br ...
 Anybody can be a somebody<br />Public awareness<br />Time<br />Immediate future  - 2011<br />
 Search legacy lives on <br />Blog August 2009<br />PageRank 5<br />YouTube: Feb 2008<br />1.3 million views<br />Immediat...
Practical tips – vaccinating yourself. INNOCULATE?<br />PREVENTION:<br />TIPS ON HOW TO VACCINATE<br />
SOCIAL MEDIA RISKMATRIX<br />#1 Take a health check<br />No staff policy on using social media<br />No clear moderation po...
#2 Get tools for an early diagnosis<br />Configure listening tool:<br /><ul><li> Monitor your brand name
 Filter for issues before they break
 Filter for influencers</li></li></ul><li>#3 Test your team<br />
A simulation will test:<br />Protocols: Have you actually read the crisis manual?<br />Leadership: Who’s in charge?<br />I...
#4 Keep your friends close...<br />“Build a network of supportive online influencers who can help spread your message in a...
CONTAINMENT:<br />TIPS ON SLOWING THE SPREAD<br />
#5 Don’t try and engage everyone<br />Immediate future  - 2011<br />
 #6 You might need a Honey Pot<br />Immediate future  - 2011<br />
#7 Use video to give a human face<br />Video best practice:<br />Sincerity, regret and action<br />
 #8 Don’t cens*r<br />Moderation best practice:<br />Allow the good, the bad but not the ugly<br />
8 Tips<br />#1 Take a health check<br />#2 Get tools for early diagnosis<br />#3 Test your team<br />#4 Keep your friends ...
How vulnerable are you?<br />Free online survey to assess whether you are at risk:<br />Preparedness<br />Skill-sets<br />...
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Reverse viral marketing - 8 tips for online crisis management

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Social media consultancy, immediate future presenting at the Online Marketing Show 2011 in the UK. Adam Lewis (@adamlewis10) looks at the key themes are the impact of social media on online reputation management, the speed at which an online crisis can spread; and top tips for avoiding and containing a social media crisis.

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Transcript of "Reverse viral marketing - 8 tips for online crisis management "

  1. 1. Reverse viral marketing:8 tips for online crisis management <br />Adam Lewis, director, immediate future<br />Online Marketing Show 2011<br />@adamlewis10<br />www.immediatefuture.co.uk<br />
  2. 2. Today’s agenda<br />Crisis management in the social media age<br />8 tips to help you with<br />prevention <br />containment<br />
  3. 3. Power of viral marketing<br />
  4. 4. Going viral – the dark side<br />
  5. 5. One slip of the Twitter button...<br />
  6. 6. ...6 week social media frenzy<br />16th June 2011<br />14th June 2011<br />5thMay 2011<br />
  7. 7. You can’t stop a crisis once it STARTS<br />But you can take steps to:-minimise chances of having one-contain it once it does happen<br />
  8. 8. Crisis management in the age of social media<br />
  9. 9. Beware: speed of contagion<br />Immediate future - 2011<br />
  10. 10. ...the news reaches us<br />2010: CNN POWNAR study 1650 global <br />adults who spread news<br />
  11. 11. Migration across platforms<br />Twitter peak during the show<br />Follow-up in forums, a few blogs and one news story <br />Pre-show activity forum focused <br />Immediate future - 2011<br />on air<br />Analysis of BBC Watchdog:<br />The social media conversation<br />
  12. 12. Anybody can be a somebody<br />Public awareness<br />Time<br />Immediate future - 2011<br />
  13. 13. Search legacy lives on <br />Blog August 2009<br />PageRank 5<br />YouTube: Feb 2008<br />1.3 million views<br />Immediate future :CONFIDENTIAL<br />
  14. 14. Practical tips – vaccinating yourself. INNOCULATE?<br />PREVENTION:<br />TIPS ON HOW TO VACCINATE<br />
  15. 15. SOCIAL MEDIA RISKMATRIX<br />#1 Take a health check<br />No staff policy on using social media<br />No clear moderation policy for FB or Twitter<br />Immediate future - 2011<br />
  16. 16. #2 Get tools for an early diagnosis<br />Configure listening tool:<br /><ul><li> Monitor your brand name
  17. 17. Filter for issues before they break
  18. 18. Filter for influencers</li></li></ul><li>#3 Test your team<br />
  19. 19. A simulation will test:<br />Protocols: Have you actually read the crisis manual?<br />Leadership: Who’s in charge?<br />Information: Where do we get it from? <br />Decision-making: How are we evaluating this?<br />Technology: Which button do I press?<br />
  20. 20. #4 Keep your friends close...<br />“Build a network of supportive online influencers who can help spread your message in a crisis.”<br />...and your enemies closer:<br />Know who they are<br />Know where they are<br />Predict how they might react<br />
  21. 21. CONTAINMENT:<br />TIPS ON SLOWING THE SPREAD<br />
  22. 22. #5 Don’t try and engage everyone<br />Immediate future - 2011<br />
  23. 23. #6 You might need a Honey Pot<br />Immediate future - 2011<br />
  24. 24. #7 Use video to give a human face<br />Video best practice:<br />Sincerity, regret and action<br />
  25. 25. #8 Don’t cens*r<br />Moderation best practice:<br />Allow the good, the bad but not the ugly<br />
  26. 26. 8 Tips<br />#1 Take a health check<br />#2 Get tools for early diagnosis<br />#3 Test your team<br />#4 Keep your friends close...<br />#5 Don’t engage everyone<br />#6 Use a honey-pot<br />#7 Use video to give human face<br />#8 Don’t censor<br />
  27. 27. How vulnerable are you?<br />Free online survey to assess whether you are at risk:<br />Preparedness<br />Skill-sets<br />Systems and tools<br />Includes top-line recommendations<br />Contact Adam for details of online crisis management services including simulation<br />
  28. 28. Reverse viral marketing:8 tips for online crisis management <br />Adam Lewis, director, immediate future<br />Online Marketing Show 2011<br />@adamlewis10<br />www.immediatefuture.co.uk<br />

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