H&M Case Study Anne Klein Group

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H&M Case Study Anne Klein Group

  1. 1. Effectively Using Social Media in Your Business: Crisis Communications Chris Lukach Anne Klein Communications Group, LLC January 19, 2010
  2. 2. <ul><li>Why are social media important in a crisis? </li></ul><ul><ul><li>A RARE opportunity to control your message </li></ul></ul><ul><ul><li>A means of rapidly responding </li></ul></ul><ul><ul><li>In a crisis, a window into your audiences’ reactions </li></ul></ul><ul><ul><ul><li>May even give you a “heads up” about a crisis </li></ul></ul></ul>
  3. 3. <ul><li>Why are social media important in a crisis? </li></ul><ul><ul><li>Quell brewing discontent </li></ul></ul><ul><ul><li>Mobilize potential ambassadors </li></ul></ul><ul><ul><li>When the news vans leave, share “soft” follow-up news </li></ul></ul>
  4. 4. <ul><li>The story breaks … </li></ul><ul><ul><li>Article in the The New York Times </li></ul></ul><ul><ul><li>Re-posted in many blogs, including consumer watchdog blogs </li></ul></ul>
  5. 5. <ul><li>Gauging your audience </li></ul><ul><ul><li>Audiences voice their opinions immediately </li></ul></ul><ul><ul><ul><li>Article/blog comments </li></ul></ul></ul><ul><ul><ul><li>More than 10,000 “tweets” </li></ul></ul></ul><ul><ul><ul><li>Instant Facebook groups </li></ul></ul></ul><ul><ul><li>Instantly measure the impact of the article </li></ul></ul>
  6. 6. <ul><li>Responding rapidly </li></ul><ul><ul><li>Nature abhors a vacuum … </li></ul></ul><ul><ul><li>Don’t let others fill the void </li></ul></ul><ul><ul><li>Demonstrate transparency </li></ul></ul>
  7. 7. <ul><li>Controlling the message </li></ul><ul><ul><li>Post updates that you control </li></ul></ul><ul><ul><li>Communicate with high-interest audiences that “matter” </li></ul></ul>
  8. 8. <ul><li>Mobilizing advocates/defusing discontent </li></ul><ul><ul><li>Respond to criticisms head on </li></ul></ul><ul><ul><li>Give your advocates what they need to carry the message further </li></ul></ul>
  9. 9. <ul><li>When the dust settles … </li></ul><ul><ul><li>Get back to business </li></ul></ul>
  10. 10. <ul><li>Remember … </li></ul><ul><ul><li>A social media strategy needs to be in place before a crisis occurs </li></ul></ul><ul><ul><li>The best way to learn about social media is by immersion </li></ul></ul><ul><ul><ul><li>Start by monitoring, then test the waters </li></ul></ul></ul>

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