Brand Crisis WebinarKara Clark – Account ManagerHash tag #sicrisismanagement                               SDL Proprietary...
We have all seen it…
TRAP 1: NOT BEING APOLOGETIC
TRAP 1: NEGATIVE OUTCOME   Tarnishes customer’srelationship with the brand
TRAP 1: AMERICAN APPAREL EXAMPLE5
TRAP 1: AMERICAN APPAREL EXAMPLEThe CEO tries to invalidate        “I don’t think our marketing guys made acustomer’s conc...
AVOID THE TRAP BY…• Meet with your legal team and executive team BEFORE a crisis hits to  decide how to properly apologize...
TRAP 2 – LACK OF TRANSPARENCY
TRAP 2: NEGATIVE OUTCOME Leads to a Speculation  and a Lack of Trust
TRAP 2: NOVARTIS EXAMPLE                           “I want to know why they were                           gone so long. I...
AVOID THE TRAP BY… • Having a vendor lined up BEFORE a crisis hits to monitor social media   chatter during the crisis. Th...
TRAP 3 – TAKING AWAY CUSTOMERS’ VOICE MID-CRISIS
TRAP 3: YOU TURN A BRAND OPPORTUNITY INTO A NEW CRISIS
TRAP 3: CHAPSTICK EXAMPLE                            “I would encourage you to take                            Chapstick u...
AVOID THE TRAP BY… • Use your customer’s comments and concerns during a crisis to help mold   the right crisis response an...
IN SUMMARY…16
Thank you!Kara Clarkkclark@sdl.com
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Brand Crisis Webinar

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In this webinar, Kara Clark, Account Manager for the SDL Social Intelligence Division, guides you through 3 common crisis managment traps and examples of brands that have fallen into them. Most importantly, she provides best practices for how to prevent them from happening to your brand.

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Transcript of "Brand Crisis Webinar"

  1. 1. Brand Crisis WebinarKara Clark – Account ManagerHash tag #sicrisismanagement SDL Proprietary and Confidential
  2. 2. We have all seen it…
  3. 3. TRAP 1: NOT BEING APOLOGETIC
  4. 4. TRAP 1: NEGATIVE OUTCOME Tarnishes customer’srelationship with the brand
  5. 5. TRAP 1: AMERICAN APPAREL EXAMPLE5
  6. 6. TRAP 1: AMERICAN APPAREL EXAMPLEThe CEO tries to invalidate “I don’t think our marketing guys made acustomer’s concerns… mistake…I’m sleeping well at night knowing this is not a serious matter” “Of course we never mean to offend anyoneThen a PR rep tries to and if we made a mistake here, it came from theexplain, but still doesn’t good place of trying to keep the machineapologize… going—for the sake of our employees and stakeholders.” “Our staff are safe and our stores are back onAnd no response on track in NY. Come visit us in Williamsburg,Twitter or Facebook Carroll Gardens & Columbus Circle. Open untilfrom the brand until… 9pm.”
  7. 7. AVOID THE TRAP BY…• Meet with your legal team and executive team BEFORE a crisis hits to decide how to properly apologize during various types of crisis (recall, employee issues, natural disaster, service disruption, marketing blunder, etc.) without taking direct blame or liability for the crisis.• Hold focus groups with customers and get their opinion on these “approved apologies” - do they resonate? Do they feel sincere?This will ensure that the company can make a… Timely and sincere apology that specifically speaks to customer’s concerns and validates their emotions7
  8. 8. TRAP 2 – LACK OF TRANSPARENCY
  9. 9. TRAP 2: NEGATIVE OUTCOME Leads to a Speculation and a Lack of Trust
  10. 10. TRAP 2: NOVARTIS EXAMPLE “I want to know why they were gone so long. It had to be something major. I want answers before I will buy again.” “Why doesnt Excedrin do us all the big favor and take the extra step and tell us where they are being shipped. This is almost as bad as going on a snipe hunt. Excedrin you get an F for the handling of this ordeal.”
  11. 11. AVOID THE TRAP BY… • Having a vendor lined up BEFORE a crisis hits to monitor social media chatter during the crisis. They can determine what specific concerns and questions customers have, so they can speak to them directly. Set up an FAQ page that directly answers the prominent concerns and questions from the online buzz. • Utilize social media to disseminate frequent and detailed updates that specifically explain what steps are being taken and the timeline of implementation – OR explain clearly why you can’t give that information out at that time. This will ensure that…. Customers feel well informed and don’t feel the need to “fill in the blanks” themselves.11
  12. 12. TRAP 3 – TAKING AWAY CUSTOMERS’ VOICE MID-CRISIS
  13. 13. TRAP 3: YOU TURN A BRAND OPPORTUNITY INTO A NEW CRISIS
  14. 14. TRAP 3: CHAPSTICK EXAMPLE “I would encourage you to take Chapstick up on their bold-print offer to “Be Heard at Facebook.com/chapstick” except I’ve tried that: they delete any comments even remotely questioning or critical.” “One of the biggest mistakes a company can make on social media is censorship. If somebody posts a negative comment on your companys wall, dont delete it, engage them and find out why.
  15. 15. AVOID THE TRAP BY… • Use your customer’s comments and concerns during a crisis to help mold the right crisis response and understand concerns – they are sharing their feelings and opinions and ideas with you FOR FREE, so use them! • Don’t, don’t, don’t delete comments unless they are vulgar or they go against your page’s code of conduct • Assign someone to monitor and respond to ALL messages, tweets, and comments during a crisis to show that your brand is listening and actively solving the problem This will help the brand… Turn a crisis, into an opportunity to expand and deepen relationships with the most loyal (and vocal) fans.15
  16. 16. IN SUMMARY…16
  17. 17. Thank you!Kara Clarkkclark@sdl.com
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