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Crisis management with social media
 

Crisis management with social media

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Key elements affecting Digital Crisis Management and the framework organisations can use to get ahead and manage crisis using Social Media.

Key elements affecting Digital Crisis Management and the framework organisations can use to get ahead and manage crisis using Social Media.

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    Crisis management with social media Crisis management with social media Presentation Transcript

    • Crisis Management with Social Media
      Muhammad Karim, 2011
    • Factors Affecting Crisis Management
      • It all happens VERY fast.
      • Dialogue trumps messaging in this arena.
      • People who don’t like you have the same tools.
      • Consumers demand a very high transparency.
      • Search results determine reputation.
    • Speed. The First 24 Hours.
      Hour 18
      Hour 24
      Hour 12
      Hour 6
      Editorial
      Sharing
      Micromedia
      0 Hour
      CRISIS
      HITS
      Mainstream
      Search
      Blogs
      Source: Ogilvy
    • Spin may work in
      traditional media, but
      the Internet
      has a built in
      B.S. detector.
      - Chris Pirillo, tech celebrity
      People relate to people
      not companies.
      -Tony Hsieh
      ZapposCEO
    • If you treat them as a “Target Market” and not as People, prepare to get punched in the face.
    • A Framework for On-line Crisis Management
      CRISIS
      PRE-CRISIS
      POST-CRISIS
      SOCIAL MEDIA
      MONITORINGCategory, Product, Competition.
      WEEKLY
      DAILY / HOURLY
      PREPARATION1. List of Influencers2. Infrastructure Set-up
      1. CREATE + MAINTAIN LIST.2. SET-UP POLICY + WEBSITE & SM CHANNELS
      KEEP INFLUENCERS INFORMED & ENGAGED.
      MAINTAIN INFRASTRUCTURE OF DIGITAL ASSETS
      UPDATE and INFORM on MINOR EVENTS
      DETAILED UPDATES ON BLOG + WEBSITE
      ACTIVATE TWITTER + FB WITH ONGOING UPDATES DURING CRISIS (HOURLY/DAILY)
      RESPONSE
      OWN ALL SEARCH TERMS + ENHANCE SEO ON SPECIFIC CRISIS-RELATED SEARCH TERMS.
      - VERY IMPORTANT!
      SEARCH / SEO
      MAINTAIN SEO + SEARCH TERMS ON BRAND
      CREATE SEARCH TERMS
      PRE-CRISIS
      POST-CRISIS
      CRISIS
    • Respond! 
      Decide who answers which relevant query
      Brand Team?
      Customer Services?
      Agency?
      PR?
      Senior Executives?
      Be honest, open and clear. – you will be caught out if you hide anything. – Be HUMAN!
      KEEP IT SIMPLE, STUPID! (KISS Principle)
    • Own it.
      Make Sure you know…
      Who is the first contact
      Who responds to which category of query/ responses
      Establish set guidelines around responses to specific questions pertinent to your brand.
      How to respond (also set up training for this).
    • Key Elements in Dealing with Digital Crisis Management
      Start listening now… to all your relevant social media around your brand.
      Identify the top online influencers for your brand (and begin building relationships) – Bloggers, Tweeters, etc.
      Develop a policy for all your communication online (e.g. Twitter, Blog, YouTube)
      Establish Social Media Engagement Guidelines across all relevant departments in your team – PR, Brand, Customer Services.
    • Any Questions?
      Muhammad Karim
      Email: muhammad@karim.co.za
      Twitter: @mkarim