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SOCIAL MEDIA CRISIS        MANAGEMENT  ali bullock, ex-Cathay Pacific Global Digital Marketing Manager, founderand CEO ani...
QUICK INTROWorked for some of the biggest brands in the world including, KPMG Consulting, Kelloggs, Samsung & MotorolaIn 2...
SOCIAL MEDIAEXPERT?917 vs 660        * MY DOG HAS MORE FRIENDS ON        FACEBOOK THAN I DO                               ...
“YOU CAN FIX MY SOCIAL MEDIACRISIS?”YES, YES I CAN.                      alibullock.com / animalsinphotos.com
WITH 4 KEY TAKE-WAYS FROMTODAY...                     alibullock.com / animalsinphotos.com
1   “DIG A WELL BEFORE YOU BECOME    THIRSTY”    CHINESE PROVERB.                         alibullock.com / animalsinphotos...
FIRE YOUR SOCIAL MEDIA CONSULTANT,2   AGENCY OR GURU*             (* Actually, fire anyone who ever claims to be a “guru” ...
HIRE GOOD PEOPLE INSTEAD3   HINT: THEY DON’T HAVE TO BE UNDER 30, WEAR A T-SHIRT AND USE WORDS LIKE    “RAD” or “SICK”* AN...
4   FORGET THE WORDS SOCIAL MEDIA    ... AT LEAST WHEN IT COMES TO A CRISIS. FOCUS ON THE    ROOT OF THE ISSUE AND COMMUNI...
AND AS FOR THE NOTION THAT THECHINESE SYMBOL FOR CRISIS IS CLOSETO THE SYMBOL FOR OPPORTUNITY...                     alibu...
NOT TRUE.            alibullock.com / animalsinphotos.com
SOLVING A SOCIAL MEDIA CRISIS IS ABOUT INFLUENCE,ENGAGEMENT AND TRUST. ITS NOT ABOUT “OH LOOK,WE HAVE A FACEBOOK PAGE!”   ...
alibullock.com / animalsinphotos.com
WHAT IS A SOCIAL MEDIACRISIS?                                                  CENSORED 6 million + views   8 million + vi...
Average views for a CX ad on theofficial Youtube channel - 40,000               views                                    a...
SOCIAL MEDIA CRISIS .VsCRISIS                                                  CENSORED 6 million + views   8 million + vi...
WE FORGET THAT SOCIAL MEDIA IS APLATFORM, NOT AN END GAME. IT’S HOW YOUDEAL WITH THE CRISIS THAT MAKES THEDIFFERENCE      ...
WHAT DID CATHAY PACIFIC LEARN FROMTHESE INCIDENTS:(* NEXT 2 SLIDES BLATANTLY STOLEN FROM ANDRES / EDELMAN PR)             ...
GOVERNANCEGuidelines – Outlining acceptable uses of social media, how it fits into the organization’s communication mix an...
EMERGENCY PREPAREDNESSAssume you will have social media missteps and be prepared (ahead of time) to deal with them.It’s no...
IDEALLY AVOIDTHIS                alibullock.com / animalsinphotos.com
AND BE ABLE TOREACT TO THIS                 alibullock.com / animalsinphotos.com
THE SEA SHEPARD STORY WASN’T            TRUE                 alibullock.com / animalsinphotos.com
SOLUTION:STORY PICKED UP THROUGH MONITORINGGOT THE FACTS FROM THE CARGO TEAMBROUGHT A GROUP OF CX STAKEHOLDERS TOGETHERWOR...
LESSONS LEARNT:FROM PICKING UP THE STORY TO POSTING ON FACEBOOK 24 HOURS PASSED - THIS WAS TO LONGWE DIDN’T INFORM STAFF A...
SEA SHEPARD NEVER APOLOGISED, NOR UPDATED THEIR BLOG BASEDON THE FACTS. BUT THEY ALSO DIDN’T GET THE PRESS THEY WANTEDTO. ...
THE SHELL CAMPAIGN: “LET’SGO”     (SOMETIMES YOU JUST CAN’T DO            ANYTHING)                             alibullock...
SHELL RELEASED ASOCIAL MEDIA CAMPAIGNTO ENCOURAGEENGAGEMENT.                        alibullock.com / animalsinphotos.com
BUT IT DIDN’T QUITE GO ASPLANNED                            alibullock.com / animalsinphotos.com
... IN FACT THIS IS ACAMPAIGN BYGREENPEACE                        alibullock.com / animalsinphotos.com
SHELL HAVE NOT SUED GREENPEACE NOR SENT ANY LEGAL TAKEDOWN NOTICES.THEY HAVE PUT OUT A PRESS RELEASE. AND THAT WAS THESMAR...
ADIDAS:SOCIAL MEDIA IS INSTANT, GLOBAL AND IT CANHURT.                                             alibullock.com / animal...
alibullock.com / animalsinphotos.com
alibullock.com / animalsinphotos.com
Greenpeace released a video highlighting the plight of Orangutans in Borneowho are loosing their homeland to Nestlé and lo...
THESE MAGNIFICENT CREATURES ARE BUT .2% DIFFERENT TO US IN DNANESTLE FINALLY RESCINDED AND COMMITTED TO STOP BUYING PALM O...
TAKE A BREAK, HAVE A KIT-                             KATalibullock.com / animalsinphotos.com
SO IF SOCIAL MEDIA AS A PLATFORM HAS CHANGED THE WAY BRANDS INTERACT WITH THEIRCUSTOMERS, NGOs AND STAKEHOLDERS.WHAT CAN I...
1MONITOR THE SOCIAL SPACETHE BEST WAY TO TACKLE A CRISIS IS EARLY AND HEAD ONTHE WORST WAY IS TO BURRY YOUR HEAD IN CORPOR...
2GET YOUR FACTS STRAIGHT. QUICKLY.BRING RELEVANT GROUPS TOGETHER AND GET ACTIONS / DECISIONS MADE QUICKLYAND ACCURATELYASS...
3RESPOND IN-KINDIF PEOPLE COMPLAIN THROUGH A NEWSPAPER YOU RESPOND TOTHE NEWSPAPERLIKEWISE IF PEOPLE ARE BREWING UP A STOR...
4IF NEEDED, APOLOGISENOKIA RELEASED A VIDEO (NOW DELETED) OF THIE RNEW LUMAPHONE AND ITS CAMERA PHONE ABILITIESTHE VIDEO I...
4APOLOGISE, IF NEEDEDQUICKLYWITHIN A MATTER OF HOURS NOKIA HAD RELEASED A NEWVIDEO AND A FULL APOLOGY ON ITS BLOG.THEY USE...
5NO-ONE WINS IN A CRISIS“KFC THAILAND APOLOGISED ON THURSDAY FOR A POST ON ITSFACEBOOK PAGE URGING THAIS TO HURRY HOME AND...
6FINALLY, PLAN, TEST, PLAN AGAINYOU WILL GET HIT. WHETHER BY AN NGO, AN EX-EMPLOYEE ORHACKER, MAYBE EVEN SOME GOOD OL’ JOU...
WE LIVE & WORK IN A WORLD OF TRANSPARENCY.                         alibullock.com / animalsinphotos.com
ONE OF HUGE POTENTIAL AS WELL AS RISK.                       alibullock.com / animalsinphotos.com
ULTIMATELY....“THINK, RESPOND AND BE SMARTER THAN THECOMPETITION.”                                          alibullock.com...
alibullock.com / animalsinphotos.com
NOT EVERY BRAND CAN GET AWAYWITH WHAT TACO BELL DO ON SOCIALMEDIA                                   alibullock.com / anima...
“THIS SEAT’S TAKEN.” BO                  alibullock.com / animalsinphotos.com
THANK YOU FOR YOUR TIME. ALIBULLOCK ON TWITTER ALIBULLOCK@GMAIL.COM(EVEN BETTER, IN PERSON)                           alib...
... AS FOR PADSTOW. FIND HIM ONFACEBOOK, “PADSTOW PUG.”                                  alibullock.com / animalsinphotos....
THANK YOU AGAIN FOR YOUR TIME.  ALIBULLOCK ON TWITTER  ALIBULLOCK@GMAIL.COM (EVEN BETTER, IN PERSON)                      ...
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Social media & crisis management

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Presentation on social media and crisis management to SES Hong Kong 2012

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Transcript of "Social media & crisis management"

  1. 1. SOCIAL MEDIA CRISIS MANAGEMENT ali bullock, ex-Cathay Pacific Global Digital Marketing Manager, founderand CEO animals in photos / Asia’s foremost charity wildlife photographer alibullock.com / animalsinphotos.com
  2. 2. QUICK INTROWorked for some of the biggest brands in the world including, KPMG Consulting, Kelloggs, Samsung & MotorolaIn 2008 I created the first Cathay Pacific fan page and in 2012 brought the brand to a fan of fan reach of over 36 millionpeople, spanning 15 countries, with 8 twitter channels, and a presence on other social media channels including,youtube, LinkedIn and Sina-WeiboFair to say I have created one of the biggest social media and digital presences in Asia for Cathay PacificCreated the first airline Ipad app blending mobile, social and our “legacy services”Worked with our environmental team and saw CX ban shark fin on all planes in September 2012. Resigned to join WWFHong Kong as head of communicationS alibullock.com / animalsinphotos.com
  3. 3. SOCIAL MEDIAEXPERT?917 vs 660 * MY DOG HAS MORE FRIENDS ON FACEBOOK THAN I DO alibullock.com / animalsinphotos.com
  4. 4. “YOU CAN FIX MY SOCIAL MEDIACRISIS?”YES, YES I CAN. alibullock.com / animalsinphotos.com
  5. 5. WITH 4 KEY TAKE-WAYS FROMTODAY... alibullock.com / animalsinphotos.com
  6. 6. 1 “DIG A WELL BEFORE YOU BECOME THIRSTY” CHINESE PROVERB. alibullock.com / animalsinphotos.com
  7. 7. FIRE YOUR SOCIAL MEDIA CONSULTANT,2 AGENCY OR GURU* (* Actually, fire anyone who ever claims to be a “guru” of anything.) alibullock.com / animalsinphotos.com
  8. 8. HIRE GOOD PEOPLE INSTEAD3 HINT: THEY DON’T HAVE TO BE UNDER 30, WEAR A T-SHIRT AND USE WORDS LIKE “RAD” or “SICK”* AND WHO DON’T REMEMBER A ROTARY PHONE. (* “Sick” means cool in youth person speak.) alibullock.com / animalsinphotos.com
  9. 9. 4 FORGET THE WORDS SOCIAL MEDIA ... AT LEAST WHEN IT COMES TO A CRISIS. FOCUS ON THE ROOT OF THE ISSUE AND COMMUNICATE QUICKLY AND CLEARLY. alibullock.com / animalsinphotos.com
  10. 10. AND AS FOR THE NOTION THAT THECHINESE SYMBOL FOR CRISIS IS CLOSETO THE SYMBOL FOR OPPORTUNITY... alibullock.com / animalsinphotos.com
  11. 11. NOT TRUE. alibullock.com / animalsinphotos.com
  12. 12. SOLVING A SOCIAL MEDIA CRISIS IS ABOUT INFLUENCE,ENGAGEMENT AND TRUST. ITS NOT ABOUT “OH LOOK,WE HAVE A FACEBOOK PAGE!” alibullock.com / animalsinphotos.com
  13. 13. alibullock.com / animalsinphotos.com
  14. 14. WHAT IS A SOCIAL MEDIACRISIS? CENSORED 6 million + views 8 million + views 500,000 + views alibullock.com / animalsinphotos.com
  15. 15. Average views for a CX ad on theofficial Youtube channel - 40,000 views alibullock.com / animalsinphotos.com
  16. 16. SOCIAL MEDIA CRISIS .VsCRISIS CENSORED 6 million + views 8 million + views 500,000 + views alibullock.com / animalsinphotos.com
  17. 17. WE FORGET THAT SOCIAL MEDIA IS APLATFORM, NOT AN END GAME. IT’S HOW YOUDEAL WITH THE CRISIS THAT MAKES THEDIFFERENCE alibullock.com / animalsinphotos.com
  18. 18. WHAT DID CATHAY PACIFIC LEARN FROMTHESE INCIDENTS:(* NEXT 2 SLIDES BLATANTLY STOLEN FROM ANDRES / EDELMAN PR) alibullock.com / animalsinphotos.com
  19. 19. GOVERNANCEGuidelines – Outlining acceptable uses of social media, how it fits into the organization’s communication mix and how it benefits theorganization serves to educate employees about the conduct parameters and purpose of the social web.Education – Training is a great way to introduce employees and strategic partners such as agencies to social media best practices whilesimultaneously reinforcing guidelines.Support – It’s important to implement a support infrastructure to help embed and reinforce initial training. Identify a support person on thesocial media team that can act as a resource when it comes to employee questions/concerns to help cut potential issues off at the pass. alibullock.com / animalsinphotos.com
  20. 20. EMERGENCY PREPAREDNESSAssume you will have social media missteps and be prepared (ahead of time) to deal with them.It’s not the mistakes made using social media that cause brands the biggest problems, it’s how poorly or slowly they deal with them. How yourorganization addresses criticism or mistakes speaks volumes about your brand and can impact the level of audience vitriol and the time it takesfor an issue to subside.Have a plan in place that outlines:•the communication process•social media team roles & responsibilities•deliverables•the issue resolution schedule alibullock.com / animalsinphotos.com
  21. 21. IDEALLY AVOIDTHIS alibullock.com / animalsinphotos.com
  22. 22. AND BE ABLE TOREACT TO THIS alibullock.com / animalsinphotos.com
  23. 23. THE SEA SHEPARD STORY WASN’T TRUE alibullock.com / animalsinphotos.com
  24. 24. SOLUTION:STORY PICKED UP THROUGH MONITORINGGOT THE FACTS FROM THE CARGO TEAMBROUGHT A GROUP OF CX STAKEHOLDERS TOGETHERWORKED ON A PRESS RELEASE AND A PUBLIC RESPONSE ON FACEBOOK TO SEA SHEPARDWROTE DIRECTLY TO SEA SHEPARDREACHED OUT TO MEDIA SUCH AS CNN AND RIK O’BARRY TO INFORM THEM ABOUT THE STORY AND THE TRUE FACTS alibullock.com / animalsinphotos.com
  25. 25. LESSONS LEARNT:FROM PICKING UP THE STORY TO POSTING ON FACEBOOK 24 HOURS PASSED - THIS WAS TO LONGWE DIDN’T INFORM STAFF AROUND THE NETWORK, SEVERAL WHO WERE VERBALLY ASSAULTED AT OUR AIRPORTS BY PEOPLEANGRY OVER THE STORYOUR OWN STAFF SHOULD HAVE KNOWN ABOUT THE ISSUE AND THE FACTS FAR SOONER THAN THEY DIDMORE POSTS WERE NEEDED ON OUR OWN FACEBOOK PROPERTIESWE SHOULD HAVE POSTED ON THE SEA SHEPARD PAGE alibullock.com / animalsinphotos.com
  26. 26. SEA SHEPARD NEVER APOLOGISED, NOR UPDATED THEIR BLOG BASEDON THE FACTS. BUT THEY ALSO DIDN’T GET THE PRESS THEY WANTEDTO. alibullock.com / animalsinphotos.com
  27. 27. THE SHELL CAMPAIGN: “LET’SGO” (SOMETIMES YOU JUST CAN’T DO ANYTHING) alibullock.com / animalsinphotos.com
  28. 28. SHELL RELEASED ASOCIAL MEDIA CAMPAIGNTO ENCOURAGEENGAGEMENT. alibullock.com / animalsinphotos.com
  29. 29. BUT IT DIDN’T QUITE GO ASPLANNED alibullock.com / animalsinphotos.com
  30. 30. ... IN FACT THIS IS ACAMPAIGN BYGREENPEACE alibullock.com / animalsinphotos.com
  31. 31. SHELL HAVE NOT SUED GREENPEACE NOR SENT ANY LEGAL TAKEDOWN NOTICES.THEY HAVE PUT OUT A PRESS RELEASE. AND THAT WAS THESMARTEST THING THEY COULD HAVE DONE. alibullock.com / animalsinphotos.com
  32. 32. ADIDAS:SOCIAL MEDIA IS INSTANT, GLOBAL AND IT CANHURT. alibullock.com / animalsinphotos.com
  33. 33. alibullock.com / animalsinphotos.com
  34. 34. alibullock.com / animalsinphotos.com
  35. 35. Greenpeace released a video highlighting the plight of Orangutans in Borneowho are loosing their homeland to Nestlé and loggers for Palm Oil.Nestlés lawyers removed the video form Youtube on brand reputation groundsand Greenpeace simply re-posted.They asked their supporters to re-upload and post - the decision for Nestlewas whether to sure 100,000 people or not.The argument moved onto their facebook and other social media platformswhere nestles’ community managers denied the claims (falsely) and deletedthe commentsend result:customers and fans forced a corporate change in direction. alibullock.com / animalsinphotos.com
  36. 36. THESE MAGNIFICENT CREATURES ARE BUT .2% DIFFERENT TO US IN DNANESTLE FINALLY RESCINDED AND COMMITTED TO STOP BUYING PALM OIL FROM UN-STAINABLE RAIN FORESTS. alibullock.com / animalsinphotos.com
  37. 37. TAKE A BREAK, HAVE A KIT- KATalibullock.com / animalsinphotos.com
  38. 38. SO IF SOCIAL MEDIA AS A PLATFORM HAS CHANGED THE WAY BRANDS INTERACT WITH THEIRCUSTOMERS, NGOs AND STAKEHOLDERS.WHAT CAN I DO? alibullock.com / animalsinphotos.com
  39. 39. 1MONITOR THE SOCIAL SPACETHE BEST WAY TO TACKLE A CRISIS IS EARLY AND HEAD ONTHE WORST WAY IS TO BURRY YOUR HEAD IN CORPORATE SPEAKAND HOPE IT “BLOWS OVER.” alibullock.com / animalsinphotos.com
  40. 40. 2GET YOUR FACTS STRAIGHT. QUICKLY.BRING RELEVANT GROUPS TOGETHER AND GET ACTIONS / DECISIONS MADE QUICKLYAND ACCURATELYASSIGN ROLES TO PEOPLEIF THE CRISIS IS BIG ENOUGH AND YOU NED TO POST / MONITOR 24 / 7 THEN ENSUREYOU HAVE ENOUGH PEOPLE OR AGENCY SUPPORTENSURE ONE PERSON TAKES RESPONSIBILITY FOR ALL POSTSGATHER LINES TO TAKE OR BROAD AREAS THAT YOUR COMMUNITY MANAGERS CANTACKLETRY AND TAKE AS MUCH AS YOU CAN “OFFLINE” alibullock.com / animalsinphotos.com
  41. 41. 3RESPOND IN-KINDIF PEOPLE COMPLAIN THROUGH A NEWSPAPER YOU RESPOND TOTHE NEWSPAPERLIKEWISE IF PEOPLE ARE BREWING UP A STORM ON SOCIAL MEDIA,DON’T WRITE A PRESS RELEASE AND POST THAT ON SOCIAL MEDIAA PRESS RELEASE GOES TO THE PRESS - A SOCIAL MEDIA RELEASEGOES TO THE PUBIC (YOU WOULD BE AMAZED AT HOW MANYORGANISATIONS STILL DON’T UNDERSTAND THIS.)ENSURE THAT YOU HAVE PEOPLE AVAILABLE TO TAK /COMMUNICATE WITH STAKEHOLDERS AND ENSURE THEY AREACTUALLY EMPOWERED TO DO SO alibullock.com / animalsinphotos.com
  42. 42. 4IF NEEDED, APOLOGISENOKIA RELEASED A VIDEO (NOW DELETED) OF THIE RNEW LUMAPHONE AND ITS CAMERA PHONE ABILITIESTHE VIDEO IS VERY CLEAR. ITS VERY GOOD. AS IT SHOULD BEAFTER A VIEWER SPOTTED THE REAL CAMERA IN A REFLECTION(HINT: IT WASN’T A CAMERA PHONE.) alibullock.com / animalsinphotos.com
  43. 43. 4APOLOGISE, IF NEEDEDQUICKLYWITHIN A MATTER OF HOURS NOKIA HAD RELEASED A NEWVIDEO AND A FULL APOLOGY ON ITS BLOG.THEY USED A HUMAN TOME AND CAME STRAIGHT OUT WITH ANAPOLOGY: “"WAS NOT SHOT WITH A LUMIA 920,"CONFIRMING OUR ORIGINAL SUSPICIONS. "WEAPOLOGIZE FOR THE CONFUSION WE CREATED."THEY THEN RELEASED A CORRECTED VIDEO alibullock.com / animalsinphotos.com
  44. 44. 5NO-ONE WINS IN A CRISIS“KFC THAILAND APOLOGISED ON THURSDAY FOR A POST ON ITSFACEBOOK PAGE URGING THAIS TO HURRY HOME AND MONITOREARTHQUAKE NEWS WITH A PROMOTIONAL BUCKET OF CHICKEN ASTSUNAMI FEARS GRIPPED THE NATION.” alibullock.com / animalsinphotos.com
  45. 45. 6FINALLY, PLAN, TEST, PLAN AGAINYOU WILL GET HIT. WHETHER BY AN NGO, AN EX-EMPLOYEE ORHACKER, MAYBE EVEN SOME GOOD OL’ JOURNALISM FROM A MEDIAOUTLET.THE RISK IS YOURS TO TAKE. alibullock.com / animalsinphotos.com
  46. 46. WE LIVE & WORK IN A WORLD OF TRANSPARENCY. alibullock.com / animalsinphotos.com
  47. 47. ONE OF HUGE POTENTIAL AS WELL AS RISK. alibullock.com / animalsinphotos.com
  48. 48. ULTIMATELY....“THINK, RESPOND AND BE SMARTER THAN THECOMPETITION.” alibullock.com / animalsinphotos.com
  49. 49. alibullock.com / animalsinphotos.com
  50. 50. NOT EVERY BRAND CAN GET AWAYWITH WHAT TACO BELL DO ON SOCIALMEDIA alibullock.com / animalsinphotos.com
  51. 51. “THIS SEAT’S TAKEN.” BO alibullock.com / animalsinphotos.com
  52. 52. THANK YOU FOR YOUR TIME. ALIBULLOCK ON TWITTER ALIBULLOCK@GMAIL.COM(EVEN BETTER, IN PERSON) alibullock.com / animalsinphotos.com
  53. 53. ... AS FOR PADSTOW. FIND HIM ONFACEBOOK, “PADSTOW PUG.” alibullock.com / animalsinphotos.com
  54. 54. THANK YOU AGAIN FOR YOUR TIME. ALIBULLOCK ON TWITTER ALIBULLOCK@GMAIL.COM (EVEN BETTER, IN PERSON) alibullock.com / animalsinphotos.com
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