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

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Crisis Management in Social Media Marketing

  1. 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. 2. Conversation Reminder @NickWestergaard #UIMKTG
  3. 3. Social Media Crisis Management ‣ The Truth About Social Mistakes ‣ The Root Causes of a Social Media Crisis ‣ How to Be a First Responder ‣ A Tale of Two Airlines ‣ Finally (For Fun)
  4. 4. 1 The Truth About Social Media Mistakes
  5. 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. 6. Can’t Fear the Negative
  7. 7. Leadership Fears the Angry Mob Photo via Flickr user Robert Couse-Baker
  8. 8. Beware #Fail Culture Photo via Flickr user apdk
  9. 9. 2 The Root Causes of 
 Social Media Crisis
  10. 10. JP Morgan: Misguided Strategy FOR THE NEXT 6 HRS!
  11. 11. Photo via Flickr user Gauravonomics Nestle: Fighting with Community
  12. 12. Chrysler: Employee Error
  13. 13. Motrin: Not Listening
  14. 14. Ragu: Insensitive Messaging
  15. 15. Pepsi Maxx: Insensitive Messaging ANTI-PEPSI FB 100 LIKES 
 LIKES IN A DAY
  16. 16. Luton Airport: Insensitive Messaging
  17. 17. Home Depot: Just Plain Racist
  18. 18. Celeb Boutique: Missing the News
  19. 19. Epicurious: Solemn Events
  20. 20. Bottom Line … Photo via Flickr user KOMUnews
  21. 21. 800-Flowers: Insufficient Staffing
  22. 22. Shutterfly: Wrong Message
  23. 23. Shutterfly’s Response
  24. 24. 3 How to Be a 
 First Responder
  25. 25. Build a Fire Extinguisher Photo via Flickr user Adikos
  26. 26. Have a Process for Sounding the Alarm Photo via Flickr user schuminweb
  27. 27. Who to Involve
  28. 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. 29. K-Mart Response: More Layers Needed TWEETED THIS RESPONSE 100x
  30. 30. Goes a Long Way Photo via Flickr user butupa
  31. 31. We Are a Forgiving Culture Photo via Flickr user Keith Allison
  32. 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. 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. 34. You Can’t Feed the Trolls Photo via Flickr eirlkso
  35. 35. Work with HR & Legal on Policy Photo via Flickr user eflon
  36. 36. Policy Tip — Add Phrase: “Online & Offline ...”
  37. 37. HMV: Need Social Policies
  38. 38. Not Answering the 
 “Social Phone” Is a Fail Too Photo via Flickr user nate steiner
  39. 39. Practice Your Plan!
  40. 40. 4 A Tale of Two Airlines
  41. 41. United
  42. 42. Taylor Guitars Responds
  43. 43. Damage Was Done Photo via Flickr user Roadside Guitars
  44. 44. Classic Example Photo via Flickr user saaby
  45. 45. Apology + Promise Photo via Flickr user monkeyatlarge
  46. 46. 6 Finally 
 (For Fun)
  47. 47. A Tale of Two Hacks Photo via Flickr user dno1967b
  48. 48. Fake Hack! Photo via Flickr user Atomic Taco
  49. 49. More Recently ...
  50. 50. Source: Washington Post
  51. 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. 52. Zappos Responds with Humor
  53. 53. The Spoils of Good Humor
  54. 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. 55. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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