Social media crisis: how to manage effectively

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I go through some case studies, my pov on the company reaction everytime (how they did things/ what they could do better) and I offer my thinking on the general steps on how to manage a similar crisis…
My experience is in brand management, advertising and marketing consulting. I do not consider myself to be an expert on everything that has to do with digital marketing, but someone with a passion for it. So my objective is to offer some food for thought and definitely a trigger for extra discussion.
This is the material as it was presented on August 20th, 2013, in Geneva, Switzerland for the Geneva Digital Marketing Group. The presentation has not been optimised for slideshare: some animations are not visible which has as a result some images clashing on each other. Please note some videos were also used - please email me if you need them or the full pptx file (nikolas.rizos@gmail.com).

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  • http://www.youtube.com/watch?v=Q8pyNHz6Pr0This is a typical video that explains why someone should invest through social media in order to grow his business.I am not here to talk about this. I needed it only to set up the ground.I want to focus on the following:All this Social Media conversation is:Not organised,Not controlled,Without any physical boundaries…Internet has turned what used to be a controlled, one-way message into a real-time dialogue with… millions!All this “revolution” has accelerated the rate at which relationships develop,Information is shared,And influence takes hold…Consumers try to shape the world now via social media…They are no longer passive – they are active producers!
  • Jeremiah Owyang is an industry analyst and Partner at Altimeter Group, located in Silicon Valley. His research focuses on the present and future relationship between companies and their customersSocial media can either be the tool that builds a company or the dagger that kills it
  • Neighborhood Grill and Bar restaurant chain (2000+ restaurants)
  • “If you fail to plan, you plan to fail”No excuses
  • TIP: Company lawyer + Communications dptTIP: Use help from customer service for insightsTIP: Tweeter vs. FCB -> use Twitter less for high-risk initiatives
  • Strong online presence ahead of crisis!
  • http://www.youtube.com/watch?v=HueuiSLt-HI
  • Ignoring is not an option…
  • http://www.youtube.com/watch?v=pa4O4-8IA74http://www.youtube.com/watch?v=s-gvs2Y2368
  • … even if you do not have a large update, just in order to show you are on it
  • Compassion – If anyone has been hurt or killed in the crisis, start by expressing your heartfelt condolences to those affected – and mean it!Concern – Express concern that the incident has occurred in the first place.Commitment – Make clear your absolute commitment to get to the bottom of what has gone wrong and ensure it will never happen again.Control – People will feel much better if you make it clear that the crisis response will be managed and controlled from the top.Communication – Undertake to provide regular updates and information to stakeholders. Speculation loves a vacuum and social media will fill it for you if you let it.
  • You won’t be able to avoid attracting negative comments, not everyone will love what you do. But by having a plan for dealing with them you can avoid turning a low grumble into a full on attack and often develop new advocates for your brand.
  • http://socialtimes.com/how-to-use-social-media-to-manage-a-crisis-infographic_b129274
  • Result: Dogfish asked fans to donate to Red Cross…
  • “Boingo, please stop spamming me.”Clear plan (informing everyone internally, who to involve, etc),Listened even in a w/e,Acted immediately without panic,Apologised! sincerelySolved it in 6hrs
  • “Boingo, please stop spamming me.”Clear plan (informing everyone internally, who to invoilve, etc),Listened even in a w/e,Acted immediately without panic,Apologised! sincerelySolved it in 6hrs
  • Thank you … and do not forget to… PLAY! when needed 
  • Social media crisis: how to manage effectively

    1. 1. Geneva Digital Marketing Group Nikolas Rizos August 2013
    2. 2. Nikolas Rizos An international marketer with computer engineering background and experience in global consumer goods brand-management, advertising, and marketing consulting About @nikolas_rizos ch.linkedin.com/in/nikolasrizos nikolas.rizos@gmail.com
    3. 3. Warm up… Social Media
    4. 4. Social Media (wiki) The means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks Social Media Crisis (Jeremiah Owyang) A social media crisis is a crisis issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss Social Media Crisis: Definition
    5. 5. February 2013 Typical Example of a Crisis
    6. 6. Typical Example of a Crisis
    7. 7. Typical Example of a Crisis
    8. 8. Typical Example of a Crisis
    9. 9. Typical Example of a Crisis 17,000 comments
    10. 10. Typical Example of a Crisis
    11. 11. Typical Example of a Crisis
    12. 12. Typical Example of a Crisis
    13. 13. Typical Example of a Crisis
    14. 14. Typical Example of a Crisis
    15. 15. Typical Example of a Crisis
    16. 16. Typical Example of a Crisis … 40,000+ comments
    17. 17. Another way to manage? October 2012
    18. 18. Another way to manage?
    19. 19. Another way to manage?
    20. 20. Another way to manage?
    21. 21. Another way to manage?
    22. 22. Another way to manage?
    23. 23. Dilbert pov HOW to manage?
    24. 24. PLAN! • Plan ahead • Listen • Avoid panic • Ninja quick • ! Say sorry when you mess up (even if you are not sure?) HOW to manage?
    25. 25. How can the initiative/ campaign go wrong? How should the response look like? HOW to manage? 1) Plan ahead
    26. 26. HOW to manage? 1) Plan ahead
    27. 27. HOW to manage? 1) Plan ahead January 2012
    28. 28. Strong online presence ahead of crisis! HOW to manage? 1) Plan ahead
    29. 29. HOW to manage? 1) Plan ahead
    30. 30. HOW to manage? 1) Plan ahead
    31. 31. HOW to manage? 1) Plan ahead
    32. 32. HOW to manage? 1) Plan ahead
    33. 33. HOW to manage? 1) Plan ahead
    34. 34. HOW to manage? 1) Plan ahead September 2009
    35. 35. HOW to manage? 1) Plan ahead
    36. 36. How can the initiative/ campaign go wrong? How should the response look like? Strong online presence ahead of crisis! First 24h -> Golden Hour -> Twitter time (15min) Clear Policy determined upfront Multiple social channels vs. 1 source of information Internal vs. External help Do not work in isolation! Always in connection to rest functions HOW to manage? 1) Plan ahead
    37. 37. One of the best ways to avert disaster is to act fast, this means you need to know as soon as possible when your brand has attracted some negative attention HOW to manage? 2) Listen
    38. 38. Typical Example HOW to manage? 2) Listen April 2011
    39. 39. HOW to manage? 2) Listen
    40. 40. HOW to manage? 2) Listen
    41. 41. HOW to manage? 2) Listen
    42. 42. HOW to manage? 2) Listen February 2010
    43. 43. HOW to manage? 2) Listen April 2013
    44. 44. Keep track of online conversations • Free • Google Alerts - Social Mention, • Google Blog Search -Technorati, • BoardTracker, • FiltrBox, • Paid • Buzzlogic,Trackur, Sentiment Metrics Listen Carefully, Do not ignore, Learn how to identify a social media crisis Last tip: do not try to hide it! HOW to manage? 2) Listen
    45. 45. Responses in panic mode do not help! HOW to manage? 3) Avoid Panic
    46. 46. HOW to manage? 3) Avoid Panic
    47. 47. HOW to manage? 3) Avoid Panic March 2010
    48. 48. HOW to manage? 3) Avoid Panic
    49. 49. HOW to manage? 3) Avoid Panic March 2013
    50. 50. HOW to manage? 3) Avoid Panic
    51. 51. HOW to manage? 3) Avoid Panic
    52. 52. Stay calm Stick to plan Every issue is in reality an opportunity Get ready for 2nd wave HOW to manage? 3) Avoid Panic
    53. 53. If you delay, you might lose massively. Any decision on how to proceed needs to be ninja quick HOW to manage? 4) Ninja quick
    54. 54. HOW to manage? 4) Ninja quick February 2009
    55. 55. Respond quickly and decisively HOW to manage? 4) Ninja quick April 2011
    56. 56. Respond quickly and decisively HOW to manage? 4) Ninja quick April 2011
    57. 57. Informing your stakeholders in time is not to be ignored HOW to manage? 4) Ninja quick April 2011
    58. 58. Informing your stakeholders in time is not to be ignored HOW to manage? 4) Ninja quick September 2012
    59. 59. Informing your stakeholders in time is not to be ignored HOW to manage? 4) Ninja quick September 2012
    60. 60. Informing your stakeholders in time is not to be ignored HOW to manage? 4) Ninja quick September 2012
    61. 61. Define next steps as quickly as possible, Your actions need to be precise: after a crisis start mistakes count even more You need to be decisive Informing your stakeholders in time is not to be ignored HOW to manage? 4) Ninja quick April 2011
    62. 62. Most complaints occur when people feel they are not being heard, embed great customer relations principles into your social media plan and if you make a mistake just say sorry and fix it. HOW to manage? 5) Say sorry when mess up
    63. 63. A sincere apology is needed HOW to manage? 5) Say sorry when mess up June 2013
    64. 64. HOW to manage? 5) Say sorry when mess up I was born 60 years ago when America's South had schools that were segregated, different bathrooms, different restaurants and Americans rode in different parts of the bus.This is not today. To be clear I do not find acceptable the use of this term under any circumstance by anyone nor condone any form of racism or discrimination.
    65. 65. A sincere apology is all that is needed HOW to manage? 5) Say sorry when mess up March 2011
    66. 66. Know what your stakeholders want to hear HOW to manage? 5) Say sorry when mess up January 2013
    67. 67. Know what your stakeholders want to hear HOW to manage? 5) Say sorry when mess up January 2013 “We and our supplier have let you down and we apologise… So here’s our promise.We will find out exactly what happened and, when we do, we’ll come back and tell you”.
    68. 68. Sincere apology Know what your stakeholders want to hear Be personal Depending on the issue, might need to come from the top HOW to manage? 5) Say sorry when mess up January 2013
    69. 69. Plan ahead Listen Avoid panic Ninja quick ! Say sorry when you mess up (even if you are not sure?) How to manage: PLAN!
    70. 70. Successful Example
    71. 71. Successful Example Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd”
    72. 72. Successful Example
    73. 73. Successful Example
    74. 74. Personal communications for personal issues Do not forget what you stand for Every publicity can be an opportunity Last thoughts…
    75. 75. Social Media, Crisis Communication, and Emergency Management: Leveraging Web and Mobile Technologies (Connie White) Social Media Crisis Communications: Preparing for, Preventing, and Surviving a Public Relations #FAIL (Ann Marie van den Hurk) Crisis Management in the Age of Social Media: Instant Crisis (Louis Capozzi) Read more

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