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Business Gateway - Social Media Crisis Management

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enterprise2012
enterprise2012

What is a social media crisis, how to avoid it and what to do if it happens.

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Social Media Webinar Series In association with For further webinars visit: www.enetrust.com/webinar
Social media crisis management.
What is a ‘social media crisis’? Copyright Deer Digital Ltd. 2012
2012 Social media crisis? Copyright Deer Digital Ltd. 2012
2012 ! Dissatisfied customer Social media crisis? Copyright Deer Digital Ltd. 2012
2012 ! ! Dissatisfied Accidental customer post Social media crisis? Copyright Deer Digital Ltd. 2012
2012 ! ! Dissatisfied Accidental customer post Social media crisis? ! Campaign gone wrong Copyright Deer Digital Ltd. 2012
2012 ! ! Dissatisfied Accidental customer post Social media crisis? ! ! Campaign gone wrong Disgruntled employee Copyright Deer Digital Ltd. 2012
2012 Poll! Have you experienced a ‘social media crisis’? Copyright Deer Digital Ltd. 2012
#fail. Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 “Of course we’d never mean to offend anyone and when we put the email out yesterday it came from a good place. Retail stores are the lifeline of a brand like ours so when they are closed, we need to come up with ways to make up for that lost revenue. People forget how expensive it is to run a Made in USA brand like American Apparel and if we made a mistake here it came from the good place of trying to keep the machine going–for the sake of our employees and stakeholders.” Copyright Deer Digital Ltd. 2012
2012 “Of course we’d never mean to offend anyone and when we put the email out yesterday it came from a good place. Retail stores are the lifeline of a brand like ours so when they are closed, we need to come up with ways to make up for that lost revenue. People forget how expensive it is to run a Made in USA brand like American Apparel and if we made a mistake here it came from the good place of trying to keep the machine going–for the sake of our employees and stakeholders.” Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Slow response Copyright Deer Digital Ltd. 2012
2012 Slow response Didn’t utilise social channel potential Copyright Deer Digital Ltd. 2012
2012 Slow response Didn’t utilise social channel potential Weak web communication Copyright Deer Digital Ltd. 2012
2012 Other businesses Slow response provided better information Didn’t utilise social channel potential Weak web communication Copyright Deer Digital Ltd. 2012
2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web communication Copyright Deer Digital Ltd. 2012
2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web Firefox plugin & logo communication competition Copyright Deer Digital Ltd. 2012
2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web Firefox plugin & logo communication competition Copyright Deer Digital Ltd. 2012
How to avoid a social media crisis. Copyright Deer Digital Ltd. 2012
2012 Poll! Does your business have a social media policy? Copyright Deer Digital Ltd. 2012
2012 Step 1: Provide guidelines. Copyright Deer Digital Ltd. 2012
2012 Resource! http://socialmediagovernance.com/policies.php Copyright Deer Digital Ltd. 2012
2012 Social Media Guidelines Checklist Copyright Deer Digital Ltd. 2012
2012 Social Media Guidelines Checklist Governance for personal use Copyright Deer Digital Ltd. 2012
2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Copyright Deer Digital Ltd. 2012
2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Copyright Deer Digital Ltd. 2012
2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Liability/discipline Copyright Deer Digital Ltd. 2012
2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Liability/discipline Account security Copyright Deer Digital Ltd. 2012
2012 Step 2: Have an action plan. Copyright Deer Digital Ltd. 2012
2012 CRISIS ACTION PLAN! Copyright Deer Digital Ltd. 2012
2012 1. Map out potential circumstances CRISIS ACTION PLAN! Copyright Deer Digital Ltd. 2012
2012 1. Map out potential circumstances CRISIS ACTION 2. Develop escalation process PLAN! Copyright Deer Digital Ltd. 2012
2012 1. Map out potential circumstances CRISIS ACTION 2. Develop escalation process PLAN! 3. Assign responsibility Copyright Deer Digital Ltd. 2012
2012 Step 3: Arm your team with know. Copyright Deer Digital Ltd. 2012
2012 Step 4: Be ready, listen to your audience. Copyright Deer Digital Ltd. 2012
2012 Community Managers Copyright Deer Digital Ltd. 2012
2012 Community Notifications Managers Copyright Deer Digital Ltd. 2012
2012 Community Notifications Managers www.google.com/alerts Copyright Deer Digital Ltd. 2012
2012 Community Notifications Managers www.google.com/alerts Copyright Deer Digital Ltd. 2012
2012 Step 5: Treat people the same way you would offline. Copyright Deer Digital Ltd. 2012
IF it happens. Copyright Deer Digital Ltd. 2012
2012 Guiding principles Copyright Deer Digital Ltd. 2012
2012 Use your action plan Guiding principles Copyright Deer Digital Ltd. 2012
2012 Use your action Acknowledge plan the problem Guiding principles Copyright Deer Digital Ltd. 2012
2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Copyright Deer Digital Ltd. 2012
2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Never delete comments Copyright Deer Digital Ltd. 2012
2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Put your hands up Never delete comments Copyright Deer Digital Ltd. 2012
2012 Poll! How would you react? Copyright Deer Digital Ltd. 2012
2012 Scenario 1 Copyright Deer Digital Ltd. 2012
2012 Scenario 2 Copyright Deer Digital Ltd. 2012
Getting creative. Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
2012 Copyright Deer Digital Ltd. 2012
Questions? Copyright Deer Digital Ltd. 2012
Social Media Webinar Series For further webinars visit: www.enetrust.com/webinar http://www.bgateway.com/ In association with

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Business Gateway - Social Media Crisis Management

  • 1. Social Media Webinar Series In association with For further webinars visit: www.enetrust.com/webinar
  • 3. What is a ‘social media crisis’? Copyright Deer Digital Ltd. 2012
  • 4. 2012 Social media crisis? Copyright Deer Digital Ltd. 2012
  • 5. 2012 ! Dissatisfied customer Social media crisis? Copyright Deer Digital Ltd. 2012
  • 6. 2012 ! ! Dissatisfied Accidental customer post Social media crisis? Copyright Deer Digital Ltd. 2012
  • 7. 2012 ! ! Dissatisfied Accidental customer post Social media crisis? ! Campaign gone wrong Copyright Deer Digital Ltd. 2012
  • 8. 2012 ! ! Dissatisfied Accidental customer post Social media crisis? ! ! Campaign gone wrong Disgruntled employee Copyright Deer Digital Ltd. 2012
  • 9. 2012 Poll! Have you experienced a ‘social media crisis’? Copyright Deer Digital Ltd. 2012
  • 13. 2012 “Of course we’d never mean to offend anyone and when we put the email out yesterday it came from a good place. Retail stores are the lifeline of a brand like ours so when they are closed, we need to come up with ways to make up for that lost revenue. People forget how expensive it is to run a Made in USA brand like American Apparel and if we made a mistake here it came from the good place of trying to keep the machine going–for the sake of our employees and stakeholders.” Copyright Deer Digital Ltd. 2012
  • 14. 2012 “Of course we’d never mean to offend anyone and when we put the email out yesterday it came from a good place. Retail stores are the lifeline of a brand like ours so when they are closed, we need to come up with ways to make up for that lost revenue. People forget how expensive it is to run a Made in USA brand like American Apparel and if we made a mistake here it came from the good place of trying to keep the machine going–for the sake of our employees and stakeholders.” Copyright Deer Digital Ltd. 2012
  • 16. 2012 Slow response Copyright Deer Digital Ltd. 2012
  • 17. 2012 Slow response Didn’t utilise social channel potential Copyright Deer Digital Ltd. 2012
  • 18. 2012 Slow response Didn’t utilise social channel potential Weak web communication Copyright Deer Digital Ltd. 2012
  • 19. 2012 Other businesses Slow response provided better information Didn’t utilise social channel potential Weak web communication Copyright Deer Digital Ltd. 2012
  • 20. 2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web communication Copyright Deer Digital Ltd. 2012
  • 21. 2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web Firefox plugin & logo communication competition Copyright Deer Digital Ltd. 2012
  • 22. 2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web Firefox plugin & logo communication competition Copyright Deer Digital Ltd. 2012
  • 23. How to avoid a social media crisis. Copyright Deer Digital Ltd. 2012
  • 24. 2012 Poll! Does your business have a social media policy? Copyright Deer Digital Ltd. 2012
  • 25. 2012 Step 1: Provide guidelines. Copyright Deer Digital Ltd. 2012
  • 26. 2012 Resource! http://socialmediagovernance.com/policies.php Copyright Deer Digital Ltd. 2012
  • 27. 2012 Social Media Guidelines Checklist Copyright Deer Digital Ltd. 2012
  • 28. 2012 Social Media Guidelines Checklist Governance for personal use Copyright Deer Digital Ltd. 2012
  • 29. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Copyright Deer Digital Ltd. 2012
  • 30. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Copyright Deer Digital Ltd. 2012
  • 31. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Liability/discipline Copyright Deer Digital Ltd. 2012
  • 32. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Liability/discipline Account security Copyright Deer Digital Ltd. 2012
  • 33. 2012 Step 2: Have an action plan. Copyright Deer Digital Ltd. 2012
  • 34. 2012 CRISIS ACTION PLAN! Copyright Deer Digital Ltd. 2012
  • 35. 2012 1. Map out potential circumstances CRISIS ACTION PLAN! Copyright Deer Digital Ltd. 2012
  • 36. 2012 1. Map out potential circumstances CRISIS ACTION 2. Develop escalation process PLAN! Copyright Deer Digital Ltd. 2012
  • 37. 2012 1. Map out potential circumstances CRISIS ACTION 2. Develop escalation process PLAN! 3. Assign responsibility Copyright Deer Digital Ltd. 2012
  • 38. 2012 Step 3: Arm your team with know. Copyright Deer Digital Ltd. 2012
  • 39. 2012 Step 4: Be ready, listen to your audience. Copyright Deer Digital Ltd. 2012
  • 40. 2012 Community Managers Copyright Deer Digital Ltd. 2012
  • 41. 2012 Community Notifications Managers Copyright Deer Digital Ltd. 2012
  • 42. 2012 Community Notifications Managers www.google.com/alerts Copyright Deer Digital Ltd. 2012
  • 43. 2012 Community Notifications Managers www.google.com/alerts Copyright Deer Digital Ltd. 2012
  • 44. 2012 Step 5: Treat people the same way you would offline. Copyright Deer Digital Ltd. 2012
  • 45. IF it happens. Copyright Deer Digital Ltd. 2012
  • 46. 2012 Guiding principles Copyright Deer Digital Ltd. 2012
  • 47. 2012 Use your action plan Guiding principles Copyright Deer Digital Ltd. 2012
  • 48. 2012 Use your action Acknowledge plan the problem Guiding principles Copyright Deer Digital Ltd. 2012
  • 49. 2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Copyright Deer Digital Ltd. 2012
  • 50. 2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Never delete comments Copyright Deer Digital Ltd. 2012
  • 51. 2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Put your hands up Never delete comments Copyright Deer Digital Ltd. 2012
  • 52. 2012 Poll! How would you react? Copyright Deer Digital Ltd. 2012
  • 53. 2012 Scenario 1 Copyright Deer Digital Ltd. 2012
  • 54. 2012 Scenario 2 Copyright Deer Digital Ltd. 2012
  • 55. Getting creative. Copyright Deer Digital Ltd. 2012
  • 60. Social Media Webinar Series For further webinars visit: www.enetrust.com/webinar http://www.bgateway.com/ In association with