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Crisis Preparedness on social media channels

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Plan, prepare and measure your social media campaign …

Plan, prepare and measure your social media campaign
CIPR event 23 july 2014 presentation - Burson-Marsteller

Would have, should have, could have

We have all been here muttering these words and wishing we would have done things differently. It is safe to say that the majority of small and large companies today have learnt how to be agile and lean towards the ever-changing digital landscape, but how do you prevent it all getting out of control? The answer is simple enough, although experience has proven that this is clearly not the case: Preparedness, planning and anticipating.


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  • 1. Crisis preparedness on social media platforms Burson-Marsteller Toni Cowan-Brown EMEA Deputy Digital Practice Leader @thefashioncloud / @BMDigital
  • 2. Would have, could have, should have. 1 Burson-Marsteller
  • 3. c   THE SHIFTING DIGITAL LANSCAPE 3 Burson-Marsteller
  • 4. The lines between digital, mobile and the real world have blurred 4 Burson-Marsteller
  • 5. We check our mobile phones 150times a day 5 Burson-Marsteller
  • 6. We spend using social media 2 hoursa day 6 Burson-Marsteller
  • 7. c   Consumers are newsmakers 7 Burson-Marsteller
  • 8. Brands are more responsive… …and crises are born and spread further and faster 8 Burson-Marsteller
  • 9. c   NEVER UNDER-ESTIMATE THE POWER OF A GOOD PLAN 9 Burson-Marsteller
  • 10. Strong foundations 10 Burson-Marsteller
  • 11. LISTEN READINESSEDUCATE EMPOWER A state of preparedness 11 Burson-Marsteller Regularly test your crisis plan
  • 12. LISTEN READINESSEDUCATE EMPOWER A state of preparedness 12 Burson-Marsteller Understanding conversational landscape Identifying brand advocates Invest in your social media presence
  • 13. LISTEN READINESS EDUCATE EMPOWER A state of preparedness 13 Burson-Marsteller Identify and train crisis team Strong and updated protocols Guidelines and handbooks Mapping possible scenarios Trial and error
  • 14. EMPOWER LISTEN READINESSEDUCATE A state of preparedness 14 Burson-Marsteller Develop an employee social media policy Certification scheme (to go with the training programmes) Employees as trusted voices Clear corporate purpose
  • 15. EMPOWERLISTEN READINESS EDUCATE A state of preparedness 15 Burson-Marsteller Across all channels and carefully considered role of: Internal communications Owned social media Search engines Dedicated dark sites
  • 16. Things to look out for and consider Hashtags turned ‘bashtags’ It’s not about you People follow people Earn it, don’t ask for it 16 Burson-Marsteller Add value
  • 17. Make planning a priority