Crisis Management by คุณสุธีรพันธ์


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Crisis Management by คุณสุธีรพันธ์

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Crisis Management by คุณสุธีรพันธ์

  1. 1. Managing Social MediaDuring Tough TimesSutirapan Sakkawatra
  2. 2. What was your last nightmare?
  3. 3. Facebook nightmare
  4. 4. Twitter nightmare
  5. 5. YouTube nightmare
  6. 6. Blog nightmareFromone singletweet
  7. 7. Website nightmare
  8. 8. Fear.
  9. 9. Brands are not used to being open; they’re usedto being in control. Old-style marketing was easy– you push out a message to millions of people(through TV or radio) and you’re done.Because a lot of executives often are notpersonally active on social networking sites andmicroblogs, they lack full knowledge of the innerworkings.The negative press some companies are gettingfor portraits the wrong approach to social mediaand you start seeing the lack of trust in theeffectiveness of social media.
  10. 10. Conversations arehappening onlinewith or without you.
  11. 11. It’s all about human.
  12. 12. Top Amex’s Social Conversation‘Oh, my gosh, I just got my Gold Card arrived!’
  13. 13. “We didn’t have a strong agenda.I wanted us to listen, watch, and learn what people were interested in, andthen serve up the appropriate content.The community shaped our strategy. It’s to build long-standing relationships with customers and partners.” John Hayes, CMO, American Express
  14. 14. Whether or not we should hire an agency? “We don’t have agencies helping us here— something I initially was questioned about, because it’s easier to outsource. But my view was to have us living and breathing this stuff.” Leslie Berland, SVP Digital Partnership & Developement American Express
  15. 15. What do you answer when a customersay ‘I’m having an issue.’ online? “Set up a small team of dedicated customer-service representatives in consisting of social-media-savvy employees who had already been trained to correspond with customers via e-mail.” Leslie Berland, SVP Digital Partnership & Developement American Express
  16. 16. Do we need to run Social Media strategyas we run Business Units? “You can imagine that everyone wanted a Facebook presence. But this implied that we ran the risk of fragmenting our cardmember community.Now everyone gets to benefit from the 2.7 million “Likes” that we have on Facebook.” Leslie Berland, SVP Digital Partnership & Developement American Express
  17. 17. “We were trying to go where our cardmembers are and provide them with an awesome experience.”Luke Gebb, VP Global Marketing Capabilities - American Express
  18. 18. “The aftermath of Haiti earthquake, we then realized the power of that channel to connect with media, and how this would change the way that we publicize news.”Leslie Berland, SVP Digital Partnership & Developement - American Express
  19. 19. Learn how to use fire drills.
  20. 20. Situation TimelineBP offshore drilling - Deep Horizon exploded, killed 11 andinjured 17 of its workersOil has been spilling out into the ocean for few months beforefinally capped
  21. 21. Situation Timeline
  22. 22. Situation TimelineBP offshore drilling - Deep Horizon exploded, killed 11 andinjured 17 of its workersOil has been spilling out into the ocean for few months beforefinally cappedBP’s inefficiency to stop spill and blaming other parties fueled theincidentCEO’s insensitive comments about the amount of oil being ‘tiny’Worst, his remark that he ‘would like his life back’ from crisis
  23. 23. BP has failed to harness its social media. V.S.Faith Fact
  24. 24. During the crisis, BP constantly update their social media tools to provide the latest informationwithout any form of engagement. However, BP’s voice in social media is drown in the voices ofdissenters. Below are the social media tools BP adopts and their fan-base numbers. For Facebook It’s the fan-base belonging you and youralso presented.and Twitter, statistics of war between to dissenters are detractors. Twitter BP Official Account 18,596 Followers BPGlobalPR 190,561 Followers Facebook BP Official Page 41,069 Fans Youtube Boycott BP Page 6,472 Subscribers 846,608 Fans© 2010 Adonai Training LLP. All rights reserved.
  25. 25. Don’t blind yourself.People love negative sentiments when crisis happened.
  26. 26. Lesson LearnedWhat BP has done right? 1. Update its social media platformWhat BP has not done right? 1. Did not build up a strong loyal base at the first place 2. Failure to engage with fans/followers in crisis 3. Ignore to cease or respond to negative comments 4. No team in place 24/7
  27. 27. Recommendation1. Involvement : network/community numbers/quality, timespent, frequency, geography2. Interaction : read, post, comment, reviews, recommendations3. Intimacy : affection or aversion to the brand ; communitysentiments, opinions expressed etc4. Influence : advocacy, viral forwards, referrals andrecommendations, social bookmarkingSource: adapted from Hamill (2010)
  28. 28. Lesson Learned Past. News broadcaster set the message first, people then tweeted. Present.People tweeted first, then news broadcaster picked up to report.
  29. 29. It’s easier to forgive a friend than a stranger.
  30. 30. Listen. Listen. Listen.
  31. 31. A story of Dave Kerpen.
  32. 32. “Many business executives still dont understand how to leverage it for their organizations, large or small. Theyre too focused on the talking, and not focused enough on the listening.” Dave Kerpen CEO, Likeable Local, NY Times Best-Selling Author & Keynote Speaker
  33. 33. No Vegas hotel could be worth this long wait. Over an hour to checkin at the Aria. #fail
  34. 34. What do you think the Rio Hotel would tweet? “Come on over, we have no line here. - Rio Hotel” “Call us, we have a room for you. - Rio Hotel” Wrong!
  35. 35. Sorry about your bad experience, Dave. Hope the rest of your stay in Vegas goes well.
  36. 36. Lesson Learned 1. All they did was use social media to listen, and then show a little empathy to the right person at the right time. 2. An ad, or a push-marketing-like message from the Rio, simply wouldn’t have worked. 3. But their ability to listen, respond and be empathic did work.
  37. 37. People talk about themselves don’t go really far.
  38. 38. Content drives traffic. Traffic creates interest.Interest breeds conversion.
  39. 39. Be polite.
  40. 40. V.S.
  41. 41. Greenpeace’s Give Rain Forests A Break campaign
  42. 42. Timeline March 16 - Greenpeace reported calling out Nestle March 17 - Nestle launched press release that they dropped palm oil supplier in question!/
  43. 43. Trouble Profile Photo Paul Griffin - "not sure youre going to win friends in the social media space with this sort of dogmatic approach. I understand that youre on your back-foot due to various issues not excluding palm oil but social media is about embracing your market, engaging and having a conversation rather than preaching!" Nestle - "Thanks for the lesson in manners. Consider yourself embraced. But its our page, we set the rules, it was ever thus."!/
  44. 44. Ongoing social backlash
  45. 45. Ongoing social backlash!/
  46. 46. Nestle’s Apology.
  47. 47. Fueled by Twitter.!/
  48. 48. Public Screw-Up.
  49. 49. One year later.
  50. 50. Lesson Learned1. While every company has critics, they can now organize acoordinated attack.2. Facebook fan page brand-jacking is the new form of treehugging. Don’t leave the page open for detractors.3. Ownership isn’t clear –yet the power belongs to community.
  51. 51. Recommendation1. Companies must have a community strategy –don’t jumpwithout a parachute.2. Hire seasoned community managers –don’t relegate toPR intern.3. Plan and practice for the worse –yet live for the best.
  52. 52. Believe me you don’t want to see this in your board room.
  53. 53. 7 advices during peaceful time.
  54. 54. #1 Start getting engaged now.
  55. 55. #2 Build your team.
  56. 56. #3 Have social monitoring tools ready.
  57. 57. Social monitoringisnt a geeky tool, It’s all aboutlistening like your grand mom is listening to her neighbours.
  58. 58. Google Alerts To your emailOr send to your Google Reader
  59. 59. Twitter Search
  60. 60. Radian6 Tune In - Get the coverage to ensure you don’t miss a beat Listen globally - conversations are happening in many languages Find clarity - Dig deeper with insights
  61. 61. OBVOC Listen to online conversation Understand consumer insights Measure efficiency & effectiveness Discover what you need Follow Thai bloggers
  62. 62. ZocialEye Track a variety of social media channels Watch your trend and engagement Know your brand influencer Know what people are talking about Track complaints of your branches View your video campaign feedback
  63. 63. #4 Make use of latest news on your home page.
  64. 64. #5 Create a dark site.
  65. 65. #6 Plan search terms to draw traffic.
  66. 66. #7 Learn to use the right weapons. Twitter, Facebook, YouTube, LinkedIn
  67. 67. Admit it with Twitter. Re Egypt tweet: we werent intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC
  68. 68. Divert community to your response via Facebook.
  69. 69. Broadcast top executive on YouTube.
  70. 70. Links to professional with LinkedIn.
  71. 71. 5 advices during the war time. Social Media Crisis Response Plan
  72. 72. Bad news always travel fast.
  73. 73. Crisis Management Framework
  74. 74. Crisis Management Framework
  75. 75. Crisis Management Framework
  76. 76. Crisis Management Framework
  77. 77. Crisis Management Framework
  78. 78. Crisis Management Framework
  79. 79. Ogilvy says 5 Things to remember. Everything happens at lightening-speed People demand ‘hyper-transparency’Dialogues as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools
  80. 80. 7 Tips for Dealing With Upset Facebook Fans
  81. 81. #1 Respond no matter what
  82. 82. #2 Be patient and understanding
  83. 83. #3 Contact the Customer Privately
  84. 84. #4 Consider asking the fan to remove the post
  85. 85. #5 Respond back to the original post
  86. 86. #6 Let your community respond
  87. 87. #7 The Last Resort - Report
  88. 88. “With any negative comments, there obviously was an opportunity to turn those into positives. With the neutral, we had a big opportunity to turn those people into advocates. And with the positives, we had the opportunity to amplify.” Leslie Berland, SVP Digital Partnership & Developement American Express
  89. 89. Thank you & good luck! 08 0555 0777