Crisis Management in Social Media Marketing

Like this? Share it with your network

Share

Crisis Management in Social Media Marketing

  • 1,385 views
Uploaded on

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

More in: Business , Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,385
On Slideshare
1,385
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
69
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. BRAND DRIVEN digital Crisis Management in Social Media Marketing Great #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis nick westergaard | branddrivendigital.com | summer–fall 2013
  • 2. Conversation Reminder @NickWestergaard
  • 3. Social Media Crisis Management ‣ The Truth About Social Mistakes ‣ The Root Causes of Social Media Crisis ‣ How to Be a First Responder ‣ A Tale of Two Airlines ‣ Finally (For Fun)
  • 4. 1 The Truth About Social Media Mistakes
  • 5. 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
  • 6. Can’t Fear the Negative
  • 7. Leadership Fears the Angry Mob Photo via Flickr user Robert Couse-Baker
  • 8. Beware #Fail Culture Photo via Flickr user apdk
  • 9. 2 The Root Causes of Social Media Crisis
  • 10. JP Morgan: Misguided Strategy FOR THE NEXT 6 HRS!
  • 11. Nestle: Fighting with Community Photo via Flickr user Gauravonomics
  • 12. Chrysler: Employee Error
  • 13. Motrin: Not Listening
  • 14. Ragu: Insensitive Messaging
  • 15. Pepsi Maxx: Insensitive Messaging ANTI-PEPSI FB 100 LIKES LIKES IN A DAY
  • 16. Luton Airport: Insensitive Messaging
  • 17. Home Depot: Just Plain Racist
  • 18. Celeb Boutique: Missing the News
  • 19. Epicurious: Solemn Events
  • 20. Bottom Line … Photo via Flickr user KOMUnews
  • 21. 800-Flowers: Insufficient Staffing
  • 22. Shutterfly: Wrong Message
  • 23. Shutterfly’s Response
  • 24. 3 How to Be a First Responder
  • 25. Build a Fire Extinguisher Photo via Flickr user Adikos
  • 26. Have a Process for Sounding the Alarm Photo via Flickr user schuminweb
  • 27. Who to Involve
  • 28. 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)
  • 29. K-Mart Response: More Layers Needed TWEETED THIS RESPONSE 100x
  • 30. Goes a Long Way Photo via Flickr user butupa
  • 31. We Are a Forgiving Culture Photo via Flickr user Keith Allison
  • 32. 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)
  • 33. 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
  • 34. You Can’t Feed the Trolls Photo via Flickr eirlkso
  • 35. Work with HR & Legal on Policy Photo via Flickr user eflon
  • 36. Policy Tip — Add Phrase: “Online & Offline ...”
  • 37. HMV: Need Social Policies
  • 38. Not Answering the “Social Phone” Is a Fail Too Photo via Flickr user nate steiner
  • 39. Practice Your Plan!
  • 40. 4 A Tale of Two Airlines
  • 41. United
  • 42. Taylor Guitars Responds
  • 43. Damage Was Done Photo via Flickr user Roadside Guitars
  • 44. Classic Example Photo via Flickr user saaby
  • 45. Apology + Promise Photo via Flickr user monkeyatlarge
  • 46. 6 Finally (For Fun)
  • 47. A Tale of Two Hacks Photo via Flickr user dno1967b
  • 48. Fake Hack! Photo via Flickr user Atomic Taco
  • 49. More Recently ...
  • 50. Source: Washington Post
  • 51. 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.”
  • 52. Zappos Responds with Humor
  • 53. The Spoils of Good Humor
  • 54. 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
  • 55. BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com twitter: @nickwestergaard nick westergaard | branddrivendigital.com | summer–2014 fall 2013