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Crisis & online reputation management

Crisis & online reputation management



Presentation at PR News Measurement Conference, April 18, 2012. #prmeasure

Presentation at PR News Measurement Conference, April 18, 2012. #prmeasure



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    Crisis & online reputation management Crisis & online reputation management Presentation Transcript

    • How to Measure Your Brand’s Reputation During and After a Crisis PR News Measurement Conference April 18, 2012 Priya Ramesh - @newpr
    • Only Half of Companies Have A Crisis Plan Source: 2011 Crisis Readiness Study, Burson-Marstellar
    • Low Confidence Handling New Media During Crisis Source: 2011 Crisis Readiness Study, Burson-Marstellar
    • Ten Commandments of Online Crisis Management1. Thou shalt establish and train a Social Media SWAT Team2. Thou shalt move at lightning speed3. Thou shalt build a dark site to provide 24/7 updates4. Thou shalt deploy a round the clock monitoring schedule5. Thou shalt NOT delete negative comments on the crisis6. Thou shalt be willing to say “Sorry” openly on the WWW7. Thou shalt create hyper-transparency on the crisis situation8. Thou shalt proactively alert media/bloggers on PR crisis9. Thou shalt NOT feed the troll10. Thou shalt not merely blog and tweet for crisis’ sake but LISTEN and ENGAGE
    • Case Study: Crisis Situation  Leading domain registrar  Over 500,000 merchant credit cards compromised  Angry customers reacted on Twitter, company Facebook page, blogs and online forums  Customers threatened to cancel subscriptions and transfer to competitors
    • Key Goals• Be as transparent as possible• Respond to customer enquiries in real-time• Provide round the clock updates• Maintain customer loyalty and minimize negative impact on brand reputation
    • Crisis Monitoring & Response Process (www.careandprotect.com) Make your dark site the communication hub
    • Online Reputation Monitoring ToolsFREE Google News Google Blog TweetDeck Alerts AlertsSMALLBUSINESS TrackurENTERPRISE Radian6 Cision Buzzlogic Top 10 Reputation Tracking Tools Worth Paying For
    • Proactive Measures to Neutralize Negative Sentiment• Don’t stop PR activities that help generate positive mentions• Create a strategy to increase positive online mentions to push down the negative mentions on Google search results• Positive mentions generated by Bi-annual Small Business Survey and a Small Business Conference helped Network Solutions maintain a high positive-neutral online sentiment post-crisis• Proactively reaching out to media, bloggers and influentials garnered positive mentions and tremendously reduced negative chatter
    • Proactive PR Efforts = Great Media Coverage 10
    • Maintaining Positive Online SentimentIncrease PR efforts to generate positivementions online post-crisis. 72% Positive/Neutral Online Sentiment
    • Awards and Peer Recognition • 2010: Excellence in Online Reputation Management • Society for New Communications Research (SNCR) 2010 Excellence in New Communications Award. • Prestigious awards program honoring corporations that are pioneering the use of social media and Internet communications technologies. 12
    • “It takes 20 years to builda reputation and fiveminutes to ruin it. If youthink about that, youll dothings differently.” - Warren Buffet
    • CRT/tanaka Snapshot $11.6 million in fees Five 75 Practice Areas Professionals Corporate/B2B Interactive/Social Media Five Consumer Health Locations Lewis & Neale Richmond (HQ) Washington, D.C New York Los Angeles Norfolk
    • Awards • Best Agency to Work for in America – Holmes Report • One of Five Best Mid-sized Agencies in Nation – PRWeek • One of the Three Most Admired PR Agencies in U.S. – Holmes Report • #1 Most Creative Agency in America – Inside PR • Creator of one of “The Greatest PR Campaigns Ever” for the launch of Windows’ 95 – PRWeek • “Lifetime Achievement Award” for Liz Claiborne “Love is Not Abuse” – SABRE Awards • Creator of three of the “Top 20 PR Campaigns of the Decade” for Coors, Windows’ 95 and Liz Claiborne – Inside PR • Torch Award for Business Ethics – BBB • More than 325 national and regional awards
    • National Clients (Partial List)
    • Thank you Priya Ramesh - @newprDirector, Social Media, CRT/tanaka (www.crt-tanaka.com) pramesh@crt-tanaka.com Blog: www.crttbuzzbin.com