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Track: Personal Transformation & Growth 
#CNX14 
#CNX14 
Crisis Communications 
How to Use Digital Media to Manage 
the Me...
Track: Personal Transformation & Growth 
#CNX14 
Welcome! 
Joel Book 
Principal, Marketing Insights 
Salesforce ExactTarge...
Track: Personal Transformation & Growth 
#CNX14 
Our Panelists 
Ginger Conlon 
Editor in Chief 
Direct Marketing News 
@cu...
Track: Personal Transformation & Growth 
#CNX14 
Crisis Communications 
1 
How has digital media changed the dynamics of h...
Track: Personal Transformation & Growth 
#CNX14 
Crisis Communications 
2 In addition to Customers, what are the other Key...
Track: Personal Transformation & Growth 
#CNX14 
Crisis Communications 
3 How can companies effectively leverage digital m...
Track: Personal Transformation & Growth 
#CNX14 
Crisis Communications – Key Takeaways 
1 2 3 
Be Prepared! 
• Learn to li...
Track: Personal Transformation & Growth 
#CNX14 
Crisis Communications – Key Takeaways 
1 2 3 
Be Prepared! 
• Learn to li...
Track: Personal Transformation & Growth 
#CNX14 
Crisis Communications – Key Takeaways 
1 2 3 
Don’t Delay! 
• Speed in re...
Track: Personal Transformation & Growth 
#CNX14 
Ginger Conlon 
Editor in Chief 
Direct Marketing News 
@customeralchemy 
...
Track: Personal Transformation & Growth 
#CNX14 
Resources 
What Should Marketers Do When Brand Negativity Goes Viral? 
ht...
Track: Personal Transformation & Growth 
#CNX14 
We want your feedback! Please take the after-session survey! 
Take the Su...
Track: Personal Transformation & Growth 
#CNX14 
Thank You! 
Joel Book 
Principal, Marketing Insights 
Salesforce ExactTar...
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#CNX14 - Crisis Communication

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Your social media manager tweets a personal message from your brand's account. An email is sent to your entire user list with the wrong promo code. As a marketer, what's your next move? How do you respond when the wrong message goes live from your brand's email or social channels? In today's always-on digital landscape, your mistakes have the potential to do irreparable damage in a very short amount of time. In this session, you'll hear from industry experts about what you can do to recover from common marketing snafus.

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#CNX14 - Crisis Communication

  1. 1. Track: Personal Transformation & Growth #CNX14 #CNX14 Crisis Communications How to Use Digital Media to Manage the Message and Preserve Your Brand’s Reputation in Times of Crisis
  2. 2. Track: Personal Transformation & Growth #CNX14 Welcome! Joel Book Principal, Marketing Insights Salesforce ExactTarget Marketing Cloud @JoelBook
  3. 3. Track: Personal Transformation & Growth #CNX14 Our Panelists Ginger Conlon Editor in Chief Direct Marketing News @customeralchemy Rick Murray Consultant Former President, Midwest Region Edelman Public Relations @rickmurray
  4. 4. Track: Personal Transformation & Growth #CNX14 Crisis Communications 1 How has digital media changed the dynamics of how brands communicate in times of crisis? And what must marketing and PR professionals do to minimize the impact on their brand reputation? Ginger Conlon Direct Marketing News @customeralchemy Rick Murray Edelman Public Relations @rickmurray Join the Conversation!
  5. 5. Track: Personal Transformation & Growth #CNX14 Crisis Communications 2 In addition to Customers, what are the other Key Audiences brands must communicate with directly in times of crisis? What are examples of brands that do a good job of “Crisis Communications?” Ginger Conlon Direct Marketing News @customeralchemy Rick Murray Edelman Public Relations @rickmurray Join the Conversation!
  6. 6. Track: Personal Transformation & Growth #CNX14 Crisis Communications 3 How can companies effectively leverage digital media – specifically email, social media and online content -- to offset negative or inflammatory comments in mainstream or social media? Ginger Conlon Direct Marketing News @customeralchemy Rick Murray Edelman Public Relations @rickmurray Join the Conversation!
  7. 7. Track: Personal Transformation & Growth #CNX14 Crisis Communications – Key Takeaways 1 2 3 Be Prepared! • Learn to listen proactively using social listening tools like Radian6. • Have a plan to address any potential crisis communication situation you encounter.
  8. 8. Track: Personal Transformation & Growth #CNX14 Crisis Communications – Key Takeaways 1 2 3 Be Prepared! • Learn to listen proactively using social listening tools like Radian6. • Have a plan to address any potential crisis communication situation you encounter. Don’t Delay! • Speed in responding is critical for “first mover” advantage. • Be totally transparent. If you’ve made a mistake, acknowledge it. • Be “Audience-Specific” in your communications.
  9. 9. Track: Personal Transformation & Growth #CNX14 Crisis Communications – Key Takeaways 1 2 3 Don’t Delay! • Speed in responding is critical for “first mover” advantage. • Be totally transparent. If you’ve made a mistake, acknowledge it. • Be “Audience-Specific” in your communications. Use Your Tools! • Use Radian6 to monitor the conversation on social media. • Use Email for audience-specific communications. • Post articles and responses on your blog and website; Link to these assets in social media. Be Prepared! • Learn to listen proactively using social listening tools like Radian6. • Have a plan to address any potential crisis communication situation you encounter.
  10. 10. Track: Personal Transformation & Growth #CNX14 Ginger Conlon Editor in Chief Direct Marketing News @customeralchemy Rick Murray Former President, Midwest Region Edelman Public Relations @rickmurray
  11. 11. Track: Personal Transformation & Growth #CNX14 Resources What Should Marketers Do When Brand Negativity Goes Viral? http://bit.ly/1opemIG When Social Media Comments Go Negative, Should Your Brand Respond? http://bit.ly/1eRIPpp Making Data Breach Readiness a Priority http://bit.ly/1mksJtM
  12. 12. Track: Personal Transformation & Growth #CNX14 We want your feedback! Please take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX14 $50 Starbucks Gift Card
  13. 13. Track: Personal Transformation & Growth #CNX14 Thank You! Joel Book Principal, Marketing Insights Salesforce ExactTarget Marketing Cloud @JoelBook

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