Crisis management matthewgain.com version

Managing crisis in thedigital agePresented by @matthewgain

THEY DON’T MAKE EM LIKE THEY USED TOThe old adage was that the first you would hear about acrisis was when the media contacted you for comment.By the time that happens today, potentially hundreds ofthousands of people are already aware of your issueand sharing it amongst their friends.Managing a crisis in the digital age requires rigorouspreparation, constant monitoring and a team that is wellprepared to ride the digital storm, converse naturallyand constantly whilst staying true to the golden rules ofcrisis management.

DIGITAL CRISIS MANAGEMENT IS TRADITIONAL CRISIS MANAGEMENT Does the issue Issue vs Crisis Community as affect business Community usual, either now or Managers Managers on in the future through staff Communication is partnership Identify the source part of the solution, of the crisis and fix but it isn’t the it solution Restore business as Remember the goal usual

SOCIAL MEDIA HAS CHANGED THE GAME• 140 news cycle • The speed from crisis to mass awareness reduced• Citizen publishers • Isolated issues now have the potential to gather momentum and bubble up into mainstream media• Influencers use social • Even if you, your friends or your customers don’t use social mediaIT IS NOT GOING TO RETURN TO THE GOOD OLD DAYS

PREPARING FOR CRISIS COMMUNICATION Community Community Managers Managers on through staff partnershipPREPARE TO FAIL PREPARE TO REMEMBER TRAIN STAFF LISTEN RESPOND ONLINE AND IT WILL CONSTANTLY QUICKLY VISIBILITY PRACTICE HAPPEN

PREPARE TO FAIL• Spend time with your leadership team to identify all potential future crisis• Prepare Q&As and reactive statements suitable for media, social media and even Twitter• Identify all potential touch points and train them all• Get senior level buy in – VERY IMPORTANT

PREPARE TO FAIL: BUILD RELATIONSHIPS• Once a crisis starts it is too late to look for friends• Identify and partner with relevant partners and develop relationships of mutual value• Potential partners: • Industry bodies • Charities • Government/ law enforcement • Key opinion leaders – eg online influencers academics/commentators

LISTEN CONSTANTLY• Listen constantly for early warning signs• Free and paid tools help monitor the landscape: • Radian 6, Google alerts, Twitter Search• Identify online influencers• Integrate into customer service• Shape messaging from online conversations

PREPARE TO RESPONDQUICKLY• Acknowledge issues quickly and provide rapid updates• Review all other proactive business as usual comms• Update constantly across all communication channels, to staff and stakeholders• Prioritise respondents and close discussions in one conversation

ONLINE VISIBILITY: OWN THE FACTS ANDTHE DESTINATION• Nobody is better positioned to own the facts about a crisis than those in the middle of it. Owning the location for facts about the crisis is crucial to ensure the right information is getting out.• This site could be: • Your website/blog • A specially designed dark site • A dedicated community site where people involved in the crisis can come together• All communication should direct here

ONLINE VISIBILITY: SEARCH IS KING• Search is the first destination for people seeking information. Owning the top results for keywords related to your search is crucial.• A program of search engine marketing is the quickest and most effective way to ensure your destination is at the top of the results• Other considerations: • Social embassies rate well in search engines • Ensure your existing web properties clearly point to your crisis destination

USE SEM TO OWN THE CONVERSATION Community Community Managers Managers on through staff partnership

TRAIN STAFF AND PRACTISE• In a Web 3.0 environment everyone is a spokesperson. Train widely about online engagement: • Transparency is key – no astroturfing or anonymous posts • Engage in conversations do not delete material • Be nice• Practise crisis procedures with key team members• Ensure community managers are briefed and involved in any response

SUMMARY Community Community Managers Managers on through staffPREPARE TO partnership PREPARE TO REMEMBER TRAIN STAFF FAIL LISTEN RESPOND ONLINE AND IT WILL CONSTANTLY QUICKLY VISIBILITY PRACTICE HAPPEN

Get in contactMatthew GainEmail –matthewgain@hotmail.comPhone – +61 434 481 133Twitter – @matthewgain

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Crisis management matthewgain.com version

by Matthew Gain on Nov 27, 2011

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Crisis management matthewgain.com version — Presentation Transcript