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Crisis                                            Management:                                            Leading          ...
I analyze, research and write at the                                            intersection of digital technology &      ...
Social media has                                      revolutionized the way                                      companie...
63%                   of a company’s market value                                            is attributed to reputation. ...
Press conference of the past:Elevating The Conversation                  Page 5©WEBER SHANDWICK 2012 All rights reserved
Today’s press conference:Elevating The Conversation                  Page 6©WEBER SHANDWICK 2012 All rights reserved
And, in large part, because of these:Elevating The Conversation                  Page 7©WEBER SHANDWICK 2012 All rights re...
Crisis and issues        feed on…Elevating The Conversation                  Page 8©WEBER SHANDWICK 2012 All rights reserved
THE VISUALElevating The Conversation                  Page 9©WEBER SHANDWICK 2012 All rights reserved
THE SHAREABLEElevating The Conversation                  Page 10©WEBER SHANDWICK 2012 All rights reserved
THE EMOTIONALElevating The Conversation                  Page 11©WEBER SHANDWICK 2012 All rights reserved
MANAGING A CRISIS  • Crisis requires                         • With social            • Pre-define (or    prompt, incre   ...
The social landscape is littered    with lessons of how not to    handle issues and crises.Elevating The Conversation     ...
PROGRESSIVEElevating The Conversation                  Page 14©WEBER SHANDWICK 2012 All rights reserved
CHICK-FIL-AElevating The Conversation                  Page 15©WEBER SHANDWICK 2012 All rights reserved
Elevating The Conversation                  Page 16©WEBER SHANDWICK 2012 All rights reserved
Managing a crisis can    feel like scootering    underwater.    So let’s practice.Elevating The Conversation              ...
Show a screen shot of a FireBell-simulated page of activity on Acme’s Facebook page for “The  Widget.”The Update Meeting  ...
Elevating The Conversation                  Page 19©WEBER SHANDWICK 2012 All rights reserved
What happens when there’s                                            nowhere to hide?Elevating The Conversation           ...
Five overarching reminders:                                                     Plan thoughtfully                         ...
“The organizing principle of how                                                                                    we liv...
Lauren Melcher       Digital Strategist | Weber Shandwick       @lgmelcher       lmelcher@webershandwick.comElevating The ...
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Crisis Management: Leading Your Team

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Social/digital crisis management tips and case studies, as presented at the National Agri-Marketing Association Fall Conference in Minneapolis, 2012.

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  • Comcast cable guy
  • http://gawker.com/5934436/comedian-calls-out-progressive-for-defending-his-sisters-killer-progressive-responds-in-heartless-robot-fashion
  • http://mashable.com/2012/07/25/chick-fil-a-accused-of-setting-up-fake-facebook-account/
  • Transcript of "Crisis Management: Leading Your Team"

    1. 1. Crisis Management: Leading Your Team NAMA Fall Conference September 26, 2012 Lauren Melcher, Digital Strategist @lgmelcher @wsfarmandfoodElevating The Conversation Page 1©WEBER SHANDWICK 2012 All rights reserved
    2. 2. I analyze, research and write at the intersection of digital technology & culture (with a special love for food & ag)Elevating The Conversation Page 2©WEBER SHANDWICK 2012 All rights reserved
    3. 3. Social media has revolutionized the way companies must approach media relations, customer relations and corporate reputation management. BUT HOW, EXACTLY?Elevating The Conversation Page 3©WEBER SHANDWICK 2012 All rights reserved
    4. 4. 63% of a company’s market value is attributed to reputation. The Economist Intelligence Unit rates reputation risk as the highest risk factor to a business – greater than regulatory risk or crime The first 120 minutes of a crisis can determine the public’s perception of your company 56% of CEOs perceive a threat to the company’s reputation while 67% of all other employees perceive a threat to reputationElevating The Conversation Page 4©WEBER SHANDWICK 2012 All rights reserved
    5. 5. Press conference of the past:Elevating The Conversation Page 5©WEBER SHANDWICK 2012 All rights reserved
    6. 6. Today’s press conference:Elevating The Conversation Page 6©WEBER SHANDWICK 2012 All rights reserved
    7. 7. And, in large part, because of these:Elevating The Conversation Page 7©WEBER SHANDWICK 2012 All rights reserved
    8. 8. Crisis and issues feed on…Elevating The Conversation Page 8©WEBER SHANDWICK 2012 All rights reserved
    9. 9. THE VISUALElevating The Conversation Page 9©WEBER SHANDWICK 2012 All rights reserved
    10. 10. THE SHAREABLEElevating The Conversation Page 10©WEBER SHANDWICK 2012 All rights reserved
    11. 11. THE EMOTIONALElevating The Conversation Page 11©WEBER SHANDWICK 2012 All rights reserved
    12. 12. MANAGING A CRISIS • Crisis requires • With social • Pre-define (or prompt, incre media, quickly define) mental transparency roles and response is even more responsibilities • Say as much as you paramount • Designate a crisis can, as soon as you • Don’t delete posts quarterback to lead can (unless commenters the response team • Make sure messages violate a previously • Coordinate closely are coordinated posted social between legal, HR, across channels media policy) employee comms, advertising and marketing, and other departmentsElevating The Conversation Page 12©WEBER SHANDWICK 2012 All rights reserved
    13. 13. The social landscape is littered with lessons of how not to handle issues and crises.Elevating The Conversation Page 13©WEBER SHANDWICK 2012 All rights reserved
    14. 14. PROGRESSIVEElevating The Conversation Page 14©WEBER SHANDWICK 2012 All rights reserved
    15. 15. CHICK-FIL-AElevating The Conversation Page 15©WEBER SHANDWICK 2012 All rights reserved
    16. 16. Elevating The Conversation Page 16©WEBER SHANDWICK 2012 All rights reserved
    17. 17. Managing a crisis can feel like scootering underwater. So let’s practice.Elevating The Conversation Page 17©WEBER SHANDWICK 2012 All rights reserved
    18. 18. Show a screen shot of a FireBell-simulated page of activity on Acme’s Facebook page for “The Widget.”The Update Meeting 19 April 2012 Page 18Elevating The Conversation ©WEBER SHANDWICK 2012 All rights reserved Page 18©WEBER SHANDWICK 2012 All rights reserved
    19. 19. Elevating The Conversation Page 19©WEBER SHANDWICK 2012 All rights reserved
    20. 20. What happens when there’s nowhere to hide?Elevating The Conversation Page 20©WEBER SHANDWICK 2012 All rights reserved
    21. 21. Five overarching reminders: Plan thoughtfully Practice realistically Communicate authentically Engage quickly Breathe deeplyElevating The Conversation Page 21©WEBER SHANDWICK 2012 All rights reserved
    22. 22. “The organizing principle of how we live, work and play [the web] is moving away from being built around content, and is being rebuilt around people.” - Mark ZuckerbergThe Update Meeting 19 April 2012 Page 22Elevating The Conversation ©WEBER SHANDWICK 2012 All rights reserved Page 22©WEBER SHANDWICK 2012 All rights reserved
    23. 23. Lauren Melcher Digital Strategist | Weber Shandwick @lgmelcher lmelcher@webershandwick.comElevating The Conversation Page 23©WEBER SHANDWICK 2012 All rights reserved
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