• Share
  • Email
  • Embed
  • Like
  • Private Content
Crisis Management in Social Media Marketing
 

Crisis Management in Social Media Marketing

on

  • 1,158 views

Great #Fails in Social Media and What You Can 
Do to Protect Your Brand in the Event of a Crisis

Great #Fails in Social Media and What You Can 
Do to Protect Your Brand in the Event of a Crisis

Statistics

Views

Total Views
1,158
Views on SlideShare
1,158
Embed Views
0

Actions

Likes
1
Downloads
64
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Crisis Management in Social Media Marketing Crisis Management in Social Media Marketing Presentation Transcript

    • nick westergaard | branddrivendigital.com | summer–fall 2013 BRAND DRIVEN digital Great #Fails in Social Media and What You Can 
 Do to Protect Your Brand in the Event of a Crisis Crisis Management in Social Media Marketing
    • Conversation Reminder @NickWestergaard
    • Social Media Crisis Management ‣ The Truth About Social Mistakes ‣ The Root Causes of Social Media Crisis ‣ How to Be a First Responder ‣ Textbook Examples
    • 1 The Truth About Social Media Mistakes
    • The Truth About Social Mistakes ‣ They Happen — More Than You Think ‣ More Opportunities (Real-Time, Multi-Directional) = 
 More Risk ‣ Nature of the Beast — The Audience (Community!) 
 Can Talk Back
    • Can’t Fear the Negative
    • Leadership Fears the Bad Photo via Flickr user Robert Couse-Baker
    • Beware #Fail Culture Photo via Flickr user apdk
    • 2 The Root Causes of 
 Social Media Crisis
    • Photo via Flickr user Gauravonomics Nestle: Fighting with Community
    • Celeb Boutique: Missing the News
    • Chrysler: Employee Error
    • Motrin: Not Listening
    • Ragu: Insensitive Creative
    • 800-Flowers: Insufficient Staffing
    • Shutterfly: Wrong Message
    • Shutterfly’s Response
    • 3 How to Be a 
 First Responder
    • Build a Fire Extinguisher Photo via Flickr user Adikos
    • Have a Process for Sounding the Alarm Photo via Flickr user schuminweb
    • Who to Involve
    • Prepare Your Response ‣ Speed Matters — Every Second It Gets Worse ‣ Time to Be Transparent — Are You Ready? ‣ Do You Have Protocols for What Happens Next? 
 (After Your Response)
    • Goes a Long Way Photo via Flickr user butupa
    • We Are a Forgiving Culture Photo via Flickr user Keith Allison
    • Create Additional Life Preservers ‣ Create a Central Hub Online for Your Crisis Center ‣ Website — Either Blog or Microsite ‣ Detailed FAQ ‣ Provide Avenues for Contacting Someone ‣ Train Staff on How to Respond Appropriately (Talking Points)
    • When Conversations Go Bad ‣ Acknowledge Their Right to Be Upset ‣ Apologize! ‣ Assert Clarity in Your Policy (if needed) ‣ Assess What Will Help Them ‣ Act! ‣ Abdicate because ... Source: No BS Social Media, Falls & Deckers
    • You Can’t Fix Trolls Photo via Flickr eirlkso
    • Work with HR & Legal on Policy Photo via Flickr user eflon
    • Policy Tip — Add Phrase: “Online & Offline ...”
    • Not Answering the 
 “Social Phone” Is a Fail Too Photo via Flickr user nate steiner
    • Practice Your Plan!
    • 4 A Tale of Two Airlines
    • United
    • Taylor Guitars Responds
    • Damage Was Done Photo via Flickr user Roadside Guitars
    • Classic Example Photo via Flickr user saaby
    • Apology + Promise Photo via Flickr user monkeyatlarge
    • 5 A Tale of Two Hacks
    • Hacked! Photo via Flickr user dno1967b
    • Fake Hack! Photo via Flickr user Atomic Taco
    • 6 Finally
    • Solemn Events Photo via Flickr user KOMUnews
    • More Recently ...
    • Source: Washington Post
    • Kanye vs. Zappos Photo via Flickr user DrabikPany “I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he SELLS ALL THIS S--T PRODUCT to everybody, his whole thing is based off of SELLING SH--T PRODUCT.”
    • Zappos Responds with Humor
    • The Spoils of Good Humor
    • Final Thoughts ‣ Remember: Everyone’s a Marketer Now 
 — We Have to Be Ready to Respond ‣ Time & Transparency Matter ‣ It’s the Golden Rule Stuff ‣ Deep Breaths — People Forgive ‣ Trust
    • nick westergaard | branddrivendigital.com | summer–fall 2013 BRAND DRIVEN digital nick westergaard | branddrivendigital.com | 2014 BRAND DRIVEN digital nick westergaard | branddrivendigital.com | 2014 BRAND DRIVEN digital Questions?! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard