RUN - DCM - Digital Crisis Management

Digital Crisis Management Run - DMC with Gary Angel and Scott K. Wilder

Introductions
Gary Angel, President of Semphonic
Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full-service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at http://semphonic.blogs.com/semangel
Scott K. Wilder – SVP – Social Media Architect, Edelman Digital
Currently SVP/Social Media Architect at Edelman – Digital. Founded and managed Intuit’s Small Business Online Community and Social Programs. Before Intuit, Scott was the VP of Marketing and Product Development at Kbtoys / eToys, the founder and director of Borders.com, and held senior positions at Apple, AOL, and American Express. Scott is also a founding Board member of the Word of Mouth Marketing Association. He received graduate degrees from New York University, The Johns Hopkins University and Georgetown University

Overview
What we will cover:
This will be a good webinar if….you’ve gained some insight into how to monitor social networks and how to mobilize a DCM plan

Now you have heard the science part Now lets look into artful human side

Definitions
What is Crisis Management?
Actions taken by an organization in response to unexpected events or situations with potentially negative effects that threaten resources and people or the success and continued operation of the organization.
Includes the development of plans to reduce the risk of a crisis occurring and to deal with any crises that do arise, and the implementation of these plans so as to minimize the impact of crises and assist the organization to recover from them.
May occur as a result of external factors such as the development of a new product by a competitor or changes in legislation, or internal factors such as a product failure or faulty decision making, and often involve the need to make quick decisions on the basis of uncertain or incomplete information.
Source: dictionary.bnet.com

Some crisis management situations….
Someone threatens to take legal action against a company
Someone famous says your product stinks
Your website stops working
A customers credit card was charged before the product was shipped or --- the product never shipped
Your company didn’t provide truthful information
An employee decides to create an unflattering video of themselves

Famous Case Study: Dominos Pizza
Two employees ‘YouTubed’ themselves putting pizza up their noses
Video attracted almost 2MM views (and of course comments, etc.)
Dominos responded:
Tweets from corporate
President on YouTube
Domino felt the Social Viral pain right away
Was inspiration for new Domino Commercials ‘We are learning..”

1990s
Someone calls the call center and says “I am going to take legal action against your company”
Rep forwards call to legal
Legal huddles with corporate communications and makes a recommendation to senior management
Senior management contacts the CEO
VP of customer service or legal responds
Major newspaper might pick it up and publish an article
10:00 am 12:00 noon 1:00 pm 2:00 pm Next day Next week

2010
A few simple Tweets can become…

Don’t be the odd man out

“ You have been alerted about a problem, now what? Who are you going to call?

1. Crisis Management is a team sport

2. Establish an ‘on-call’ Crisis Management team
Thinks happen fast and when you least expect it
Establish cross-functional team consisting of legal, finance, customer service, marketing, product development, etc.
List should consist of each person’s cell, home, email and IM addresses
Team should designate individuals to be on call over the weekend and after hours

3. Do an occasional ‘Fire Drill”.. Or Mock Drill

4. Be prepared for Triage
Understand how different issues get prioritized
Understand how different channels get prioritized
Understand what type of customers, users you will work with first
Establish different types of response
Immediate – requires real – time response
Delayed – can inform customer that team ‘is working on’
Expectant – can inform customer that they should expect response by ….
Minimal – individual can handle
Monitor – don’t do anything – but monitor the situation

4. Be prepared for Triage
Determine severity of issue/crisis and who will be involved
Diagnoses problem, but at the same time, give team a heads - up
Have written responses for multiple channels ready
Create some use-case scenarios
Write up different responses for Twitter, Facebook, Chatrooms, etc.
Include script for reporters or influential bloggers

5. Develop ‘Contingency Plan’
Develop use case scenarios for back up plan (s)

6. Don’t fear your biggest critics
Reach out to them
Talk to them real time – unless they prefer email
Listen to how they are describing the problem
Let them know someone is listening
Do you remember this person and how he was won over?

7. Ensure your online vehicles are ready
Determine designated real-estate on websites for key messaging
Have a stock pile of content
Tweets
Blog entries
Determine where on Facebook and LinkedIn you will message items
Leverage existing relationships --outreach program to press, analysts, online journalists, and influential bloggers
Set up process for ‘keyword’ buy (and also work on SEO’)

8. You don’t have to always apologize.. BUT…

Sometimes it pays to apologize
"However some evidence indicates that compensation and sympathy, two less expensive strategies, are as effective as an apology in shaping people’s perceptions of the organization taking responsibility for the crisis because these strategies focus on the victims’ needs. The sympathy response expresses concern for victims while compensation offers victims something to offset the suffering.“
Source: http://en.wikipedia.org/wiki/Crisis_management

9. Conduct Post-Mortem after the storm
Round up the extended team – even if they were not involved in the last crisis
Write down learnings
Record how you improve
Implement a continuous improvement mindset
Continue to listen, watch & learn to see if your tactics have paid off

10. Continue to monitor, audit,…
Supplement your current monitoring – with keeping a careful eye on players involved in crisis and the platforms used ..
Scan the web…..on an ongoing basis
Leverage ‘internal and external experts’

Moral of the story
Things keep happening faster and faster
Easy for people to pick up on an issue and broadcast to others
Easy for ‘complainers’ and ‘detractors’ to become celebrities
Crisis Management is not ‘one event in time’
Attacks can happen at anytime, anywhere
Leverage your community to let you know if there’s a problem
Crisis management requires a plan, ongoing practice drills, and ongoing monitoring (before, during and after)
Part of this is ‘brand building’ and ‘brand maintenance’
Think beyond Social Media : )
Have open forum on your site/property where users can provide feedback

Thank You.. Questions?
Gary Angel:
[email_address]
Blog: http://semphonic.blogs.com/semangel/
Scott K. Wilder
[email_address]

RUN - DCM - Digital Crisis Management

by Scott K Wilder

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