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Social media crisis_presentation

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  • 1. Online Issues Management TrainingSeptember 27th 2012
  • 2. 2 ©Merchant Marketing Group – 2012. All rights reserved.
  • 3. 3 ©Merchant Marketing Group – 2012. All rights reserved.
  • 4. The Internet has changed how we respond to issues • In the era of social media, a crisis can start • We only have one reputation online – it is not anywhere and can quickly spread everywhere segmented by country or business unit • Potential risk factors: negative media coverage, • Like traditional media, online influencers influence on stock prices, breach of company become trusted sources and can drive significant confidentiality, customer complains, etc attention to an issue quickly • All of these issues will live forever online in search engines4 ©Merchant Marketing Group – 2012. All rights reserved.
  • 5. People now expect access to information as it happens… 15:26 Incident occurs 16:03 AP story begins to appear on blogs and websites 15:36 10 minutes later, a passenger on the rescue ferry tweets from his iPhone 16:04 First person to tweet the story is the first known photo of the incident. interviewed on MSNBC as witness 34 minutes later, MSNBC interviews 16:12 US Airways issues first statement him as a witness 16:15 9 of the 10 most discussed topics on 15:36 Airliners.net posts its first thread on Twitter are about the incident the incident 16:30 @southwestair (southwest’s twitter 15:41 FlyerTalk.com posts its thread on the profile posts the following message: 16:56 Someone creates a Twitter profile incident Our friends @USAir and their titled @Hudsoncrash to share news 15:46 Airline Pilots Central Forum posts its customers are in our thoughts this 16:59 @skytalk (the star-telegram twitter thread on the incident afternoon profile) tweets the link to he flight 15:49 WSJ Blog posts its first story. ‘US 16:34 Someone tweets that wikipedia has log Airways plan Crashes in New York’s an entry on the crash before any info 17:00 USAirways creates its first Twitter Hudson River’ is available on usairways.com account (@USAirways) 15:52 A WSJ e-mail alert is issued to 16:40 Twitterers are anticipating the US 17:20 People begin following the newly subscribers Airways Press Conference created US Airways Twitter account 16:00 Story appears on Google News 16:49 US Airways issues second statement5 ©Merchant Marketing Group – 2012. All rights reserved.
  • 6. Your client faces a number of potential online issues… Staff or Internal Controversy executive misconduct regarding ad revenue emails are leaked or product placement Allegations Budget cuts Accusations Staff strikes and funding decisions of bias or inappropriate of fraud, plagiarism standards of care become a focus (healthcare) Comments made by staff in their Accidents Celebrity private time if they are or major associated with the brand crisis events involvement6 ©Merchant Marketing Group – 2012. All rights reserved.
  • 7. Ignoring online conversations can create a crisis7 ©Merchant Marketing Group – 2012. All rights reserved.
  • 8. Well-known case studies Sony8 ©Merchant Marketing Group – 2012. All rights reserved.
  • 9. Well-known case studies BP9 ©Merchant Marketing Group – 2012. All rights reserved.
  • 10. Well-known case studies Toyota10 ©Merchant Marketing Group – 2012. All rights reserved.
  • 11. New pillars of online Reputation Management Crisis Communications Model New Guidelines for Online Issues 1. Acknowledge issues as quickly as possible OLD NEW 2. Keep statements simple and transparent 24-hour news 24-second news 3. Respond in-channel and go straight to the source 4. Empower your team 5. Make materials sharable11 ©Merchant Marketing Group – 2012. All rights reserved.
  • 12. The environment may have changed… …But some rules are timeless • Acknowledge issues as quickly as possible • Keep statements simple and transparent • Respond in-channel and go straight to the source • Empower your team • Make materials sharable12 ©Merchant Marketing Group – 2012. All rights reserved.
  • 13. What can Merchant do?13 ©Merchant Marketing Group – 2012. All rights reserved.
  • 14. 5 Stages 1. Convince 2. Answer questions 3. Plan 4. Monitor 5. Assist14 ©Merchant Marketing Group – 2012. All rights reserved.
  • 15. 1. Convince15 ©Merchant Marketing Group – 2012. All rights reserved.
  • 16. 2. Answer questions ? Who When should respond? should they respond? ? What Should our employees use their own When do platforms should they use to respond? social media platforms to we respond? post statements? ? What Do we tone do we use to ignore traditional respond? press?16 ©Merchant Marketing Group – 2012. All rights reserved.
  • 17. 3. Plan There are three phases of developing and implementing an issue response process. Preparation Activating the process Taking action17 ©Merchant Marketing Group – 2012. All rights reserved.
  • 18. Landscaping Audit • Teach the basics of social sphere • Develop a list of issues and keywords • Take ownership of brand names in social spheres • Determine roles and responsibilities from team/agency • Prepare for barriers • Decide upon employee guidelines • Decide an information online hub18 Preparation ©Merchant Marketing Group – 2012. All rights reserved.
  • 19. Have in place: • Your chosen alert system • Own brand names across all wanted social platforms • Online information hub ready to go live with updates • Plan for monitoring with in-house and/or agency19 Activating the process ©Merchant Marketing Group – 2012. All rights reserved.
  • 20. • Determine the severity level • Follow the company response protocol • Increase the monitoring of the brand/product • Correct misinformation online • Update and drive traffic to the online information hub • Engage online influencers • Continue to monitor and stay involved20 Taking Action ©Merchant Marketing Group – 2012. All rights reserved.
  • 21. What others do wrong Companies that experienced Social Media crises lacked the following internal requirements (2001-2011) Internal Education 20 Professional Staff 13 Triage Plan 11 Employee Policy 11 Influencer Identification 6 Moderation 5 Community Guidelines 4 0 5 10 15 20 Source: Altimeter Group (August 2011)21 ©Merchant Marketing Group – 2012. All rights reserved.
  • 22. Practice makes perfect22 ©Merchant Marketing Group – 2012. All rights reserved.
  • 23. [THANK YOU] Jessica North @JessicaNorthPR @mmgroup23 ©Merchant Marketing Group – 2012. All rights reserved.