Social Media & Crisis Management

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This presentation shows how Social Media can be used by Companies for Crisis Management

This presentation shows how Social Media can be used by Companies for Crisis Management

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  • 1. CRISIS MANAGEMENTA CASE STUDY OF HOW BRANDS CANLEVERAGE SOCIAL MEDIA FOR CRISIS MANAGEMENT © InRev Systems 2011 1
  • 2. SCENARIONews spread faster than before and this SOCIAL MEDIA can bemeans that the reputation or name of your equally useful when dealingbrand could spread fast either in a good way with emergent crises relatingor bad way. Say unhappy customers can post to your brandnegative comments about your brand in hisFacebook page or it can lead to tweets and re-tweets until it lead to a million view CRISIS MANAGEMENT A survey by the US- 37% of heavy social based Nielsen Company through Social found that 70% of social media users in India Media is the fall in the age group of media users in India 21-30 years easiest way out accessed a social (alootechie.com, to solve such networking site every day. September 2010) negative publicity or SOCIAL MEDIA REACH IN INDIA conversations © InRev Systems 2011 2
  • 3. RESEARCH FINDINGS (1/10)TRACKING CONVERSATIONSUsing the social media monitoring tool Simplify360, thekeyword “Kingfisher” was tracked. There had beenaround 18711 mentions about Kingfisher in the socialmedia within a period of 47 days aloneMost of the conversations came from Blogs while Twitterand Facebook contributes to 19.64% and 18.72% of theconversations respectively © InRev Systems 2011 3
  • 4. RESEARCH FINDINGS (2/10)DEMOGRAPHICS - AGE The highest percentage of talkers about Kingfisher are people in the age group of 26- 35 years contributing to 38.35% of the conversations followed by people in the age range of 36-45 (25.36%). This figure is 22.67% and 11.67% for people in the age range 18-25 and 13-17 respectively and the number significantly reduces to 1.94% for people in the late 40’s © InRev Systems 2011 4
  • 5. RESEARCH FINDINGS (3/10)DEMOGRAPHICS – LOCATION (INDIA) As far as demographics – location is concern; Kingfisher is popularly talked about in all regions of India except some states in the east. This could be because social media usage or internet penetration is not high in those regions, however it can be concluded that Kingfisher is significantly popular in India in the social media space © InRev Systems 2011 5
  • 6. RESEARCH FINDINGS (4/10) CONVERSATIONS KINGFISHER AIRLINES Based on the conversations about Kingfisher in Twitter in India, we can further analyze the topics of 12.3% conversation - 18.7% 7.7% 7.7% 48.6% 3.0% Kingfisher Airlines15.1% Kingfisher Beer Kingfisher Calendar Kingfisher Ads Misc 21.1% 66.0% It can be concluded that Kingfisher Airlines is the most talked about Hate Love News Others followed by Kingfisher Beer © InRev Systems 2011 6
  • 7. RESEARCH FINDINGS (5/10)SENTIMENT ANALYSISReasons for Negative Sentimentabout Kingfisher Airlines 11.6% 0 14.0% 7.0% 9.06% of all the online conversations about Kingfisher are negative sentiment. Brand 14.0% managers might want to know why people are not happy with their53.5% shampoos and accordingly use those insights while launching a Delays Mismanagement new product Bad Service Crisis A huge chunk (53.5%) of the negative Misc conversations are very serious issues © InRev Systems 2011 7
  • 8. RESEARCH FINDINGS (6/10)NEGATIVE SENTIMENT SNAPSHOTS © InRev Systems 2011 8
  • 9. RESEARCH FINDINGS (7/10)NEGATIVE SENTIMENT SNAPSHOTS © InRev Systems 2011 9
  • 10. RESEARCH FINDINGS (8/10)CRISIS MANAGEMENTUsing the Simplify360 Trend graph, you’ll be ableto watch the buzz around a particular keywordover time, and see whether there had been lot ofnegative conversation and drill down into thoseposts © InRev Systems 2011 10
  • 11. RESEARCH FINDINGS (9/10)CRISIS MANAGEMENT © InRev Systems 2011 11
  • 12. RESEARCH FINDINGS (10/10)PR MANAGEMENT Keeping in the public eye – getting the word out on a consistent basis to drive an audience, customers, buzz, etc. © InRev Systems 2011 12
  • 13. Social Media Management SaaS InfrastructureStart Using Simplify360 TodayFor Details, Visit - Or Send a Mail to -http://simplify360.com/ david@in-rev.comhttp://simplify360.com/blog/ VP - Sales, http://www.facebook.com/simplify360 InRev Systems @simplify360 © InRev Systems 2011 13