How to Survive a Social media Crisis
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  • Nice and constructive presentation. We found the words 'WAR' a little bit aggressive, will change it to 'GAME' :-)
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  • 1. How to survive aSocial Media Crisis Folke Lemaitre Founder & CEO
  • 2. What is Engagor?All-in-one social media monitoring, Enterpriseanalytics and management tool B2C Monitor your brand across the web Talk with your customers on any social network Measure your results Create detailed Social Media reports Powerful, yet easy to use
  • 3. Billions of conversations each day Consumers use social media every day. Do You?
  • 4. The Social Consumer is king
  • 5. How do you talk to a king?• Do your homework  learn, learn, learn! 1. Build your personal Social Identity 2. Prepare for war 3. Survive a war 4. Adapt your strategy
  • 6. Get started with Social Media• Create a personal Twitter account – Follow influential people – Gather a following – Talk – Tweet often, but don’t overdo it• Understand Social Media dynamicsNow you’re ready to get started on that social media crisis plan
  • 7. How do you talk to a king? • As a Guru?
  • 8. How do you talk to a king?• Vanity metrics are fun, but not a goal• Treat others as your equal• Remember that you are not the King
  • 9. How do you talk to a king? SOCIAL MEDIA… OM NOM NOM * BEEEEEP TWEEEEEET
  • 10. How do you talk to a king? SOCIAL MEDIA… OM NOM NOM * BEEEEEP TWEEEEEET• Automation is great! But keep the human touch• Never send automatic messages• Answer to people
  • 11. How do you talk to a king?Be HumanBe PersonalBe Professional
  • 12. Prepare for War
  • 13. Be Prepared• Crisis can strike any time – During the day if you’re lucky – During the night, weekend if you’re not so lucky• When crisis strikes you better be prepared – This is not the time to start thinking about a social media crisis plan
  • 14. Start Listening• Monitor your brand, competitors, industry• Monitor key people in your company, including yourself• Monitor generic list of negative keywords – For example: mentions of “health claim” in Belgium (for Consumer Goods)
  • 15. Get to know your audience
  • 16. Get to know your audience
  • 17. Get to know your audience
  • 18. Get to know your audience
  • 19. Get to know your audience
  • 20. Get to know your audience
  • 21. Detect early: negative mentions from influencers on Twitter
  • 22. Detect early: Surge in negativity
  • 23. Detect early: surge in mentions
  • 24. Prepare when you know a crisis will hit • Setup very broad keyword topics – For example, if you expect a mass layoff • Use saved searches for further filtering
  • 25. Prepare for quick response• Setup Quick Searches – List of influencers – Sort incoming mentions by authority – Filter on most pending issues first –…• Setup a crisis response team for afterhours
  • 26. Surviving a War
  • 27. Admit there is a problem• Admit there’s an issue (don’t wait too long)  on your website or blog  on your social channels
  • 28. • Keep your calm at all times• Answer correctly• Don’t be harsh BUT: don’t feed the trolls
  • 29. Update regularly, even when there are no updates No news  Bad news Bad news  Good news Good news  No news • Don’t leave your customers in the dark • Be as transparent as possible
  • 30. Be Responsive• Answer as much and as fast as possible• Prioritize on influencers, key issues, …• DON’T delete/hide posts on Facebook• Communicate beyond Facebook & Twitter
  • 31. Adapt your Strategy
  • 32. Analyze Your Data
  • 33. Learn and Adapt• Adapt your strategy• Be even better prepared• How can we do better next time?
  • 34. • Consumer is KingTL;DR • • Understand Social Media dynamics Start listening and be prepared • Be transparent and responsive • Learn from your mistakes • Start your free Engagor trial today! ;-)folke@engagor.com
  • 35. Why 200+ customers worldwide choose Engagor 200+ customers worldwide