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Crisis Management in Social Media Marketing

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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

Published in: Business, Education

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  • 1. nick westergaard | branddrivendigital.com | 2015 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
  • 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. Photo via Flickr user Gauravonomics Nestle: Fighting with Community
  • 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. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard