Using real-time data effectively in a crisis management situation - Alex Steer
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Using real-time data effectively in a crisis management situation - Alex Steer

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Social media has lots of interesting new ways of ruining your day. Any brand or organisation can suddenly find itself in a crisis. The availability of huge volumes of real-time data can make the ...

Social media has lots of interesting new ways of ruining your day. Any brand or organisation can suddenly find itself in a crisis. The availability of huge volumes of real-time data can make the situation better, or worse. It all depends on how you use it - to keep people focused, make decisions and measure progress. This is a guide to making the most of data to get through a crisis, and move on.

By Alex Steer, Strategy Director at Fabric Worldwide. Presented to the Market Research Society in January 2014.

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Using real-time data effectively in a crisis management situation - Alex Steer Using real-time data effectively in a crisis management situation - Alex Steer Presentation Transcript

  • Oh my God a horrible crisis has just broken and I didn’t see it coming and it’s all going wrong. I really wish I’d been a bit better at using real time data so I could work more effectively now that I’m in a crisis management situation. Unfortunately I didn’t, so now I’m going to clear my desk. Alex Steer, Strategy Director, Fabric Worldwide
  • We use fast-flowing data to deliver creative advantage for brands
  • your brand goes here
  • Chrysler Autos @ChryslerAutos I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
  • Gap @gap All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?
  • Roy @monacograndprix #McDstories The advantage is you can keep a happy meal for years and it is still as “pristine” as the day you bought it.
  • TechnicallyRon @technicallyron .@BritishGas #AskBG What is the best temperature to thaw an elderly relative at and what seasoning would you use with one?
  • Good crisis management applies the discipline of research at the speed of social.
  • 1. 2. 3. 4. 5. Keep perspective. Define KPIs at the start. Build a chain of command. Set stages and gates. Know your exits.
  • Keep perspective • • • • How big? How new? Which channels? What size response? Use social data to scale and situate the problem, and to stop the initial panic! Free tools are your friend.
  • KPIs at the start • • • • What’s the damage? What’s driving it? What needs to change? How quickly? Use social data to keep everyone focused on the task to be done today. Tracking is your friend.
  • Chain of command • • • • Which people? How often? In what format? When do we escalate? Use social data to build your reporting cycle and escalation structure. An email template is your friend.
  • Stages and gates • Which challenges, in which order? • When’s ‘the end of the beginning’? • When does it end? Use social data to make sure everyone knows how complete the task is. Rapid research is your friend.
  • It does end. • • • • Remember your old KPIs Plan to get back to them Know when it’s over Know how to move on Use social data to keep monitoring – but don’t get stuck in crisis mode forever.