Social Media Crisis Management

eTip Webinar Social Media Crisis ManagementStarmarkBrandingAdvertisingInteractivePublic RelationsDirect ResponseMobileSocialAnalytics

Starmark: 30 Years of Excellence Our Backbone: Company Founded on Integrated Marketing Interactive, Social & Public Relations Return On Investment Focused Top-10 Diversity Owned Company in Florida Nationwide Recruitment Recognized Top South Florida CEO Includes: Fort Lauderdale (Headquarters) San Juan, PR Peggy Nordeen CEO Orlando, FLSTARMARK.COM© 2011 STARMARK

Starmark eTips • Weekly eTip Newsletters • Based on Cutting Edge Current Trends • Co-Authored In-house By Experts Within Discipline • Ongoing App, Web & Media Testing • Nationally Syndicated Content • Industry Benchmarks • Actionable WebinarsSTARMARK.COM© 2011 STARMARK

Starmark eTips ! • Weekly eTip Newsletters • Based on Cutting Edge Current Trends • Co-Authored In-house By Experts Within Discipline • Ongoing App, Web & Media Testing • Nationally Syndicated Content • Industry Benchmarks • Actionable WebinarsSTARMARK.COM© 2011 STARMARK

Media (Re)defined Three Types of Media Owned Earned Paid Collateral & Direct Response Public Relations Print Advertising Web Site//Mobile Site Word-of-Mouth Advertising Networks Blog & Video Content Speaking Engagements Paid Search Social Media Presence Awards Co-Op & Advertorials Email Marketing & Lists Search Engine Optimization Sponsorships Location Marketing Social Media Discussions Specials & Coupons Custom Apps Customer Support Outdoor & Trade Shows Buzz/Viral Intelligence Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling Source: Forrester Research IncSTARMARK.COM© 2011 STARMARK

Trigger Identification Using social media as a crisis management tool can come in many forms: • Product Recall • Acts of God • Customer Complaints • Guilt by Association • Mass Opinion • Smear Campaigns • Service & Support Updates • Reputation Management • Suicide PostsSTARMARK.COM© 2011 STARMARK

The “Pain Threshold” - Situation Rank the viability of the situation: • Acknowledge the issue and your intent to create a resolution. • Do your best to work with them “off the grid” with a trained customer service representative.STARMARK.COM© 2011 STARMARK

The “Pain Threshold” - Situation Rank the viability of the situation: • Acknowledge the issue and your intent to create a resolution. • Do your best to work with them “off the grid” with a trained customer service representative. CRITICAL: LEGAL RESPOND IMMEDIATELY MESSAGING RISK REQUIRES RESEARCH KEY MONITORING LISTENINGSTARMARK.COM© 2011 STARMARK

The “Pain Threshold” - Situation What if we get sued? • If legal issues arise within the context of claims, seek professional representation. • Don’t delay in your response even if you must seek representation. • Trust is created only when the customer believes what you’re saying. Know your message, brand and corporate promise. Immediately weight the outcomes prior to response. • Who does it effect? Customers, community or both? • Who many people does it affect? • Resolution timing and preparation.STARMARK.COM© 2011 STARMARK

The “Pain Threshold” - Individual Rank the viability of the user: • Does the user have a mass following; subscription base? • Are they a ‘one-hit-wonder’ or consistent on their issue? • Does the user have an educated voice? • Has the user supported their issue with additional content? Photos, blog post or adverse ratings? • What do their past posts say about their candor and problem resolution and outcome?STARMARK.COM© 2011 STARMARK

Crisis “Management” "Im sorry. How can I help?" • Advocate that they communicate with you offline, on the phone or by email. If they refuse to work with you offline: • Ask them to outline their problem, issue or criticism on their chosen channel. • Listen to the problem and take their contact information. Tell them you will research the issue immediately and respond on (insert social channel). GIVE UPDATES PUBLICLY! • Haste is key. Its about hours not days in social media. The faster you can respond, the better. If it takes time, check in and give updates. • Complete transparency of the issue is the best practice.STARMARK.COM© 2011 STARMARK

Crisis Management: Preventative Maintenance • Empower all customers to give feedback. Customers complain less if they feel like you hear them. • Check back in with the person(s) who had previous issues and make sure theyre satisfied. • Create polls, surveys and email questionnaires to follow up on any issues or to get a sense of brands position and trust perception. • “Kill em’ with kindness.” No matter what you say it must come across as positive. • Watch out for multicultural definitions of communications.STARMARK.COM© 2011 STARMARK

Advanced: Crisis Management Tactics • Create a network of SMEs (your advocates) within your business category who are willing to publicly respond to your defense should it be required. • If the issue is so large that its collecting "mass opinions," you need to be ready to deploy ongoing messaging to the collective. Construct a website to drive attention of the issue into one area where you can control it.STARMARK.COM© 2011 STARMARK

Advanced: Crisis Management Tactics • In all cases of mass opinion, you and your team must increase your social monitoring to more granular key-wording, and listen for abstractions that come from the opinion. This monitoring should be around the clock until you deem it no longer necessary. Brand Keyword Keyword Keyword DURING A DEFINED CRISIS Issue Users Press Detail Keywords Comments Responses Public Opinion Ratings/Rankings In The NewsSTARMARK.COM© 2011 STARMARK

Advanced: Crisis Management Tactics • Actively train your staff to look out for possible threats to your brand and its messaging. • Your “digital voice” – Train your staff to make sure that they communicate in a way that can only be interpreted as positive online. • Lastly, you and your staff must understand how to take responsibility for mass opinion. Like it or not, youre here to please the customer, not make/defend your point on your social channels.STARMARK.COM© 2011 STARMARK

Thank You Get our weekly eTips: etips.Starmark.com Justice Mitchell VP, Interactive & Social Creative Director jmitchell@starmark.com @justicemitchell Text “ETIP” to 24-7-365 to get our weekly eTip via SMSSTARMARK.COM© 2011 STARMARK

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Social Media Crisis Management

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