eTip Webinar                      Social Media                   Crisis ManagementStarmarkBrandingAdvertisingInteractivePu...
Starmark: 30 Years of Excellence                  Our Backbone:                  Company Founded on Integrated Marketing  ...
Starmark eTips                          •   Weekly eTip Newsletters                          •   Based on Cutting Edge Cur...
Starmark eTips                                         !                          •   Weekly eTip Newsletters             ...
The Landscape                                  OWNED          EARNED                                          PAIDSTARMARK...
The Landscape                                  OWNED          EARNED   OWNED                                          PAID...
Media (Re)defined                                      Source: Forrester Research IncSTARMARK.COM© 2011 STARMARK
Media (Re)defined                                                        Three Types of Media                            O...
Media (Re)defined                                                        Three Types of Media                            O...
STARMARK.COM© 2011 STARMARK
Social Media as a Crisis Management ToolSTARMARK.COM© 2011 STARMARK
LISTEN.STARMARK.COM© 2011 STARMARK
Social media as a crisis management tool                   •   Listen                   •   Trigger Identification        ...
Free Social Media Listening Tools                   •   Google Alerts                   •   Twitter Search                ...
Trigger Identification                  Using social media as a crisis management tool can come in                  many f...
Suicide Posts: To Be Avoided At All Costs                            http://econsultancy.com/us/blog/7913-14-             ...
WHAT YOU SAY    HAS TO STAY.STARMARK.COM© 2011 STARMARK
The “Pain Threshold” - Situation                  Rank the viability of the situation:                   •   Acknowledge t...
The “Pain Threshold” - Situation                  Rank the viability of the situation:                   •   Acknowledge t...
The “Pain Threshold” - Situation                  What if we get sued?                   •   If legal issues arise within ...
The “Pain Threshold” - Individual                  Rank the viability of the user:                   •   Does the user hav...
Crisis “Management”                  "Im sorry. How can I help?"                  •   Advocate that they communicate with ...
Crisis “Management” - Acts Of God / Terror                  •   Be immediate to the minute                  •   Address up...
Crisis Management: Preventative Maintenance                   •   Empower all customers to give feedback. Customers compla...
Advanced: Crisis Management Tactics                   •   Create a network of SMEs (your advocates) within your business  ...
Advanced: Crisis Management Tactics                   •    In all cases of mass opinion, you and your team must increase  ...
Advanced: Crisis Management Tactics                   •   Actively train your staff to look out for possible threats to yo...
The Shocking Math                             Customer On The Phone: 1                             Twitter: 75            ...
Thank You                  Get our weekly eTips: etips.Starmark.com                                     Justice Mitchell  ...
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Social Media Crisis Management

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Are you prepared for a social media crisis?

What if you found yourself confronted with a social media crisis? How would you handle the situation without risking degradation to your brand? What do you do to contain the damage? Let our social media experts help you develop a plan of action to save your brand.

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  • Social Media Crisis Management

    1. 1. eTip Webinar Social Media Crisis ManagementStarmarkBrandingAdvertisingInteractivePublic RelationsDirect ResponseMobileSocialAnalytics
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. The Landscape OWNED EARNED PAIDSTARMARK.COM© 2011 STARMARK
    6. 6. The Landscape OWNED EARNED OWNED PAID PA INTELLIGENCE INTELLSTARMARK.COM© 2011 STARMARK
    7. 7. Media (Re)defined Source: Forrester Research IncSTARMARK.COM© 2011 STARMARK
    8. 8. 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
    9. 9. 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
    10. 10. STARMARK.COM© 2011 STARMARK
    11. 11. Social Media as a Crisis Management ToolSTARMARK.COM© 2011 STARMARK
    12. 12. LISTEN.STARMARK.COM© 2011 STARMARK
    13. 13. Social media as a crisis management tool • Listen • Trigger Identification • Establish a “Pain Threshold” • Identify • Respond • AssessSTARMARK.COM© 2011 STARMARK
    14. 14. Free Social Media Listening Tools • Google Alerts • Twitter Search • Social Mention • Addict-o-Matic • Topsy • Icerocket • OMGILI (forum searches)STARMARK.COM© 2011 STARMARK
    15. 15. 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
    16. 16. Suicide Posts: To Be Avoided At All Costs http://econsultancy.com/us/blog/7913-14- epic-social-media-failsSTARMARK.COM© 2011 STARMARK
    17. 17. WHAT YOU SAY HAS TO STAY.STARMARK.COM© 2011 STARMARK
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. Crisis “Management” - Acts Of God / Terror • Be immediate to the minute • Address updates with care not to misinform • Maintain position until public opinion is at restSTARMARK.COM© 2011 STARMARK
    24. 24. 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
    25. 25. 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
    26. 26. 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
    27. 27. 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
    28. 28. The Shocking Math Customer On The Phone: 1 Twitter: 75 Facebook: 175 Blog Subscribers: 1,000? 10,000? 100,000?STARMARK.COM© 2011 STARMARK
    29. 29. 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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