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RAPID FIRE MODE
How to put out your next social
media crisis
NANDINI JAMMI
Co-Founder, Sleeping Giants
NOVEMBER 2016
@nandoodles @slpng_giants
Thanks for the heads up. Obviously our core values
differ from these topics and we are handling it.
Hello! We removed rela...
“CAN WE HELP?”
@nandoodles @slpng_giants
THE SG CONFIRMED LIST
@nandoodles @slpng_giants
HOLD UP. WHAT’S
@nandoodles @slpng_giants
BREITBART: THE CREW
Steve Bannon
“Crusty racist meth head”
@nandoodles @slpng_giants
“Voldemort”
Robert MercerMilo Yiannop...
”Lenin wanted to destroy the
state and that’s my goal too. I
want to bring everything crashing
down and destroy all of tod...
START AN INFORMATION WAR
@nandoodles @slpng_giants
THE PLAN:
(in 3 easy steps!)
STEP 1: PUBLISH “NEWS”
STEP 2: DRIVE TRAFFIC
STEP 3: CHA-CHING!
YOU LOSE!
@nandoodles @slpng_giants
THIS IS A CRISIS
@nandoodles @slpng_giants
“Nearly had a heart attack.”
-Nikos Moraitakis, Workable CEO
@nandoodles @slpng_giants
! 17 million visitors per
month in Jan. 2017
! 45th most visited site
BEFORE...
! 11th most popular
Facebook page
! 2.3 mi...
Then we came along.
The campaign dedicated to making bigotry &
hate unprofitable.
@nandoodles @slpng_giants
AFTER...
! 90% of Breitbart’s ad
revenue gone within 3
months
! 30+ ad networks
! 4000+ advertisers
@nandoodles @slpng_gia...
NO BOYCOTTS, JUST QUESTIONS.
@nandoodles @slpng_giants
“Sleeping Giants is running plays for a playbook
that doesn't yet e...
@nandoodles @slpng_giants
TODAY’S AGENDA
2. HOW TO MANAGE A CRISIS
3. HOW TO PREVENT A CRISIS IN 2020
1. WTF IS GOING ON?
@nandoodles @slpng_giants
1. WTF IS GOING ON?
@nandoodles @slpng_giants
THE WORLD HAS
CHANGED.
@nandoodles @slpng_giants
Unite the Right
White supremacist
group (US)
Proud Boys
White supremacist
group (US)
Generation Identity
Neo-Nazi Group
(EU)
WE ARE UNSAFE
El Paso Poway Christchurch
@nandoodles @slpng_giants
Brought to you by…
@nandoodles
Ask if it aligns with
their brand & values
The Sleeping Giants M.O.
@nandoodles @slpng_giants
Present information
“What are you going to do
about it?”
@nandoodles @slpng_giants
YOUR NEW REALITY
@nandoodles
@slpng_giant
s
Bill O’Reilly Is Forced Out
at Fox News
Tucker Carlson's Show Bled
70 Advertisers in Less Than
a Year
Robert Mercer steps down from
hedge fund, sells stake in
Breitbart
WE CHANGED THE NARRATIVE
Robert Mercer to step down as head
of Renaissance Technologies
Renegade Shareholders Have A Plan ...
Welcome to the era of
✨Answerability✨
Hey, can you
explain why...?
@nandoodles @slpng_giants
✨Answerability✨
You publicly answer for what you
Enable
Monetize
Distribute
Amplify
@nandoodles @slpng_giants
YOUR CHOICES:
Not Answer (still counts)
Answer
@nandoodles @slpng_giants
THE BEST BRANDS ARE…
! Re-asserting their values
! Kicking off bad actors
! Reallocating resources
! Taking back control
@...
Timing.
Words.
Action.
Managing a crisis in
✨Answerability✨
@nandoodles @slpng_giants
HOW TO MANAGE A CRISIS
@nandoodles @slpng_giants
READY TO RAISE UR HANDS!?
A user flags up a well-known white
nationalist using your dating app.
SCENARIO 1:
Quickly remove them from the platform
Ap...
is @bumble_app still a feminist dating app or the place
where white nationalists / nazis go to cheat on their
wives?
LET’S REVIEW:
TIMING?
A couple hours. Great!
BANNED HIM!
ACTIONS?
WORDS?
Warm, personal & positive
A group of high school shooting victims pressure you
to end partnership with the National Rifle Association
(NRA). Your CE...
#boycottNRA
The NRA is one of hundreds of organizations in
our alliances…”
LET’S REVIEW:
TIMING?
7 days later
None.
ACTIONS?
WORDS?
Unfeeling / 2nd person corporate voice / technical
“While we don’t currently have plans to make
changes to our NRA partnership, we are
listening closely to our customers vie...
“[The NRA partnership]
did not bring in enough
shipping volume to
warrant its participation
in the program…”
@nandoodles @...
You’re a police department and your
recruitment ad ends up on Breitbart
SCENARIO 3:
Pause your ads
Blame it on Google & FB
LAPD RESPONSE
"We have suspended all Google ad placements
while we review and make sure that they are
going to the places ...
LET’S REVIEW:
TIMING?
1 day later
Paused their Google ads
ACTIONS?
WORDS?
Apologized and took responsibility
@nandoodles
@slpng_giant
s
WHAT I WOULD ADD:
"We are shocked and appalled that our
ad appeared on Breitbart. We have asked...
THIS IS MALPRACTICE,
FOLKS!
You’ve accidentally advertised on a
white supremacist TV show.
SCENARIO 4:
Quietly pull the ads
Pull the ads & publicly sh...
vs.
Immigrants are makingour country dirtier...whitesupremacy is ahoax...blah blah blah
@nandoodles @slpng_giants
@nandoodles @slpng_giants
THE FIRST TWEET
August 7
@nandoodles @slpng_giants
A CALM ADVISOR LEAKED 👀
LATER THAT DAY…
“They already have.”
@nandoodles @slpng_giants
THE NEXT DAY
“Advertising on TV is one way
we achieve our mission to
make the world a healthier,...
@nandoodles @slpng_giants
August 7-13
PEOPLE STARTED GETTING UPSET
7 DAYS LATER...
@nandoodles @slpng_giants
THAT'S ONE WAY TO DO IT.
@nandoodles @slpng_giants
@nandoodles @slpng_giants
“Our audience is not only deeply loyal to the
brand, but to our top tier partners as well, of which
Babbel is not one.”
@n...
FROM BABBEL’S STATEMENT WRITER
“We did receive some backlash and a lot of online
trolling. But around our Berlin office, p...
PROS vs. CONS
Angry racists on
social media
A handful of
cancellations
LONG-TERM
EMPLOYER
BRANDING!!!
🎉 🎉 🎉
Fox News attac...
WHICH OPTION
WOULD YOU CHOOSE?
HOW TO PREVENT A CRISIS IN 2020
@nandoodles @slpng_giants
@nandoodles @slpng_giants
IT'S IMPOSSIBLE TO
PREVENT EVERY CRISIS
@nandoodles @slpng_giants
BUT HERE'S WHAT YOU
NEED TO KNOW
5 places your next crisis
could come from
! Acceptable use policies
! Customers or client projects
! Partnerships
! Invest...
@nandoodles @slpng_giants
I’M GIVING AWAY MY
SECRET HERE BUT…
Diversity &
Inclusion
Initiatives
Mission &
Values
Statements
Careers Pages
The first place we look
@nandoodles @slpng_gia...
@nandoodles @slpng_giants
(You have leverage to ask
questions too.)
BEAT US TO IT!
You're allowed to say
“Is this consistent with our stated values?”
@nandoodles @slpng_giants
You're allowed to say
“How will this affect planned or future
campaigns?”
@nandoodles @slpng_giants
You're allowed to say
“How will this affect our talent pipeline?”
@nandoodles @slpng_giants
You're allowed to say
“How will this harm our
marketing team’s efforts?”
@nandoodles @slpng_giants
Being a brand activist
Taking sides
Censoring viewpoints
@nandoodles @slpng_giants
IT'S NOT POLITICAL
@nandoodles @slpng_giants
IT’S YOUR JOB TO
PROTECT YOUR BRAND
@slpng_giants
Follow us
@nandoodles
Follow me
/slpnggiants
🌎 nandinijammi.com
Sleeping Giants - Rapid Fire Mode: How to Put Out Your Next Social Media Crisis
Sleeping Giants - Rapid Fire Mode: How to Put Out Your Next Social Media Crisis
Sleeping Giants - Rapid Fire Mode: How to Put Out Your Next Social Media Crisis
Sleeping Giants - Rapid Fire Mode: How to Put Out Your Next Social Media Crisis
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No brand is immune from social media crisis in the age of consumer activism - including yours. During this talk, Nandini Jammi of Sleeping Giants will discuss what steps you need to take to keep your brand safe, what to do when you find yourself at the center of a social media controversy and how to rally stakeholders quickly during a crisis, so you can answer to your customers quickly and transparently. We will also explore how consumer activist groups like Sleeping Giants have transformed consumer attitudes towards the brands they do business with — and what this means for the future of social media marketing.

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Sleeping Giants - Rapid Fire Mode: How to Put Out Your Next Social Media Crisis

  1. 1. RAPID FIRE MODE How to put out your next social media crisis NANDINI JAMMI Co-Founder, Sleeping Giants
  2. 2. NOVEMBER 2016 @nandoodles @slpng_giants
  3. 3. Thanks for the heads up. Obviously our core values differ from these topics and we are handling it. Hello! We removed related websites from our list. Thank you for the warning ! Thank you for bringing this to our attention. We were unaware of this, and are as upset as you are. THE REPLIES... @nandoodles @slpng_giants
  4. 4. “CAN WE HELP?” @nandoodles @slpng_giants
  5. 5. THE SG CONFIRMED LIST @nandoodles @slpng_giants
  6. 6. HOLD UP. WHAT’S @nandoodles @slpng_giants
  7. 7. BREITBART: THE CREW Steve Bannon “Crusty racist meth head” @nandoodles @slpng_giants “Voldemort” Robert MercerMilo Yiannopoulos “Pedophile apologist”
  8. 8. ”Lenin wanted to destroy the state and that’s my goal too. I want to bring everything crashing down and destroy all of today’s establishment.” VERY NORMAL PERSON @nandoodles @slpng_giants
  9. 9. START AN INFORMATION WAR @nandoodles @slpng_giants THE PLAN: (in 3 easy steps!)
  10. 10. STEP 1: PUBLISH “NEWS”
  11. 11. STEP 2: DRIVE TRAFFIC
  12. 12. STEP 3: CHA-CHING!
  13. 13. YOU LOSE! @nandoodles @slpng_giants
  14. 14. THIS IS A CRISIS @nandoodles @slpng_giants
  15. 15. “Nearly had a heart attack.” -Nikos Moraitakis, Workable CEO @nandoodles @slpng_giants
  16. 16. ! 17 million visitors per month in Jan. 2017 ! 45th most visited site BEFORE... ! 11th most popular Facebook page ! 2.3 million Facebook followers Plus, plans to expand to "# @nandoodles @slpng_giants
  17. 17. Then we came along. The campaign dedicated to making bigotry & hate unprofitable. @nandoodles @slpng_giants
  18. 18. AFTER... ! 90% of Breitbart’s ad revenue gone within 3 months ! 30+ ad networks ! 4000+ advertisers @nandoodles @slpng_giants
  19. 19. NO BOYCOTTS, JUST QUESTIONS. @nandoodles @slpng_giants “Sleeping Giants is running plays for a playbook that doesn't yet exist.”
  20. 20. @nandoodles @slpng_giants
  21. 21. TODAY’S AGENDA 2. HOW TO MANAGE A CRISIS 3. HOW TO PREVENT A CRISIS IN 2020 1. WTF IS GOING ON? @nandoodles @slpng_giants
  22. 22. 1. WTF IS GOING ON? @nandoodles @slpng_giants
  23. 23. THE WORLD HAS CHANGED. @nandoodles @slpng_giants
  24. 24. Unite the Right White supremacist group (US)
  25. 25. Proud Boys White supremacist group (US)
  26. 26. Generation Identity Neo-Nazi Group (EU)
  27. 27. WE ARE UNSAFE El Paso Poway Christchurch @nandoodles @slpng_giants
  28. 28. Brought to you by… @nandoodles
  29. 29. Ask if it aligns with their brand & values The Sleeping Giants M.O. @nandoodles @slpng_giants Present information
  30. 30. “What are you going to do about it?” @nandoodles @slpng_giants
  31. 31. YOUR NEW REALITY @nandoodles @slpng_giant s
  32. 32. Bill O’Reilly Is Forced Out at Fox News
  33. 33. Tucker Carlson's Show Bled 70 Advertisers in Less Than a Year
  34. 34. Robert Mercer steps down from hedge fund, sells stake in Breitbart
  35. 35. WE CHANGED THE NARRATIVE Robert Mercer to step down as head of Renaissance Technologies Renegade Shareholders Have A Plan To Force Mastercard To Monitor Neo-Nazis Daily Stormer: Cloudflare drops neo-Nazi site Bill O'Reilly Is Forced Out at Fox News Breitbart is bleeding advertisers due to an anonymous Twitter collective The Advertiser Embargo Against Tucker Carlson Is Working Facebook bans Alex Jones and Laura Loomer for violating its policies against dangerous individuals Ku Klux Klan donation account suspended by PayPal
  36. 36. Welcome to the era of ✨Answerability✨ Hey, can you explain why...? @nandoodles @slpng_giants
  37. 37. ✨Answerability✨ You publicly answer for what you Enable Monetize Distribute Amplify @nandoodles @slpng_giants
  38. 38. YOUR CHOICES: Not Answer (still counts) Answer @nandoodles @slpng_giants
  39. 39. THE BEST BRANDS ARE… ! Re-asserting their values ! Kicking off bad actors ! Reallocating resources ! Taking back control @nandoodles @slpng_giants
  40. 40. Timing. Words. Action. Managing a crisis in ✨Answerability✨ @nandoodles @slpng_giants
  41. 41. HOW TO MANAGE A CRISIS @nandoodles @slpng_giants
  42. 42. READY TO RAISE UR HANDS!?
  43. 43. A user flags up a well-known white nationalist using your dating app. SCENARIO 1: Quickly remove them from the platform Apologize and suggest they swipe left
  44. 44. is @bumble_app still a feminist dating app or the place where white nationalists / nazis go to cheat on their wives?
  45. 45. LET’S REVIEW: TIMING? A couple hours. Great! BANNED HIM! ACTIONS? WORDS? Warm, personal & positive
  46. 46. A group of high school shooting victims pressure you to end partnership with the National Rifle Association (NRA). Your CEO refuses. SCENARIO 2: Issue a generic PR statement Stay quiet & hope it goes away
  47. 47. #boycottNRA
  48. 48. The NRA is one of hundreds of organizations in our alliances…”
  49. 49. LET’S REVIEW: TIMING? 7 days later None. ACTIONS? WORDS? Unfeeling / 2nd person corporate voice / technical
  50. 50. “While we don’t currently have plans to make changes to our NRA partnership, we are listening closely to our customers views and feedback. Please know your message counts.” Here’s something better:
  51. 51. “[The NRA partnership] did not bring in enough shipping volume to warrant its participation in the program…” @nandoodles @slpng_giants
  52. 52. You’re a police department and your recruitment ad ends up on Breitbart SCENARIO 3: Pause your ads Blame it on Google & FB
  53. 53. LAPD RESPONSE "We have suspended all Google ad placements while we review and make sure that they are going to the places we want them to go to… This shows us clearly that we need a defined and highly attentive policy and practice of how digital ad media will be deployed.” @nandoodles @slpng_giants
  54. 54. LET’S REVIEW: TIMING? 1 day later Paused their Google ads ACTIONS? WORDS? Apologized and took responsibility
  55. 55. @nandoodles @slpng_giant s WHAT I WOULD ADD: "We are shocked and appalled that our ad appeared on Breitbart. We have asked Google how this could have happened, when this website is in clear violation of our service agreement.”
  56. 56. THIS IS MALPRACTICE, FOLKS!
  57. 57. You’ve accidentally advertised on a white supremacist TV show. SCENARIO 4: Quietly pull the ads Pull the ads & publicly show your disgust
  58. 58. vs. Immigrants are makingour country dirtier...whitesupremacy is ahoax...blah blah blah
  59. 59. @nandoodles @slpng_giants
  60. 60. @nandoodles @slpng_giants THE FIRST TWEET August 7
  61. 61. @nandoodles @slpng_giants A CALM ADVISOR LEAKED 👀 LATER THAT DAY… “They already have.”
  62. 62. @nandoodles @slpng_giants THE NEXT DAY “Advertising on TV is one way we achieve our mission to make the world a healthier, happier place..." CUSTOMER SUPPORT WAS CLUELESS
  63. 63. @nandoodles @slpng_giants August 7-13 PEOPLE STARTED GETTING UPSET
  64. 64. 7 DAYS LATER... @nandoodles @slpng_giants
  65. 65. THAT'S ONE WAY TO DO IT.
  66. 66. @nandoodles @slpng_giants
  67. 67. @nandoodles @slpng_giants
  68. 68. “Our audience is not only deeply loyal to the brand, but to our top tier partners as well, of which Babbel is not one.” @nandoodles @slpng_giants
  69. 69. FROM BABBEL’S STATEMENT WRITER “We did receive some backlash and a lot of online trolling. But around our Berlin office, people were really excited. They were REALLY proud to say they were part of this company. That they were glad we stuck it to Fox News. @nandoodles @slpng_giants
  70. 70. PROS vs. CONS Angry racists on social media A handful of cancellations LONG-TERM EMPLOYER BRANDING!!! 🎉 🎉 🎉 Fox News attacked them
  71. 71. WHICH OPTION WOULD YOU CHOOSE?
  72. 72. HOW TO PREVENT A CRISIS IN 2020 @nandoodles @slpng_giants
  73. 73. @nandoodles @slpng_giants IT'S IMPOSSIBLE TO PREVENT EVERY CRISIS
  74. 74. @nandoodles @slpng_giants BUT HERE'S WHAT YOU NEED TO KNOW
  75. 75. 5 places your next crisis could come from ! Acceptable use policies ! Customers or client projects ! Partnerships ! Investments ! Political campaign contributions @nandoodles @slpng_giants
  76. 76. @nandoodles @slpng_giants I’M GIVING AWAY MY SECRET HERE BUT…
  77. 77. Diversity & Inclusion Initiatives Mission & Values Statements Careers Pages The first place we look @nandoodles @slpng_giants
  78. 78. @nandoodles @slpng_giants (You have leverage to ask questions too.) BEAT US TO IT!
  79. 79. You're allowed to say “Is this consistent with our stated values?” @nandoodles @slpng_giants
  80. 80. You're allowed to say “How will this affect planned or future campaigns?” @nandoodles @slpng_giants
  81. 81. You're allowed to say “How will this affect our talent pipeline?” @nandoodles @slpng_giants
  82. 82. You're allowed to say “How will this harm our marketing team’s efforts?” @nandoodles @slpng_giants
  83. 83. Being a brand activist Taking sides Censoring viewpoints @nandoodles @slpng_giants IT'S NOT POLITICAL
  84. 84. @nandoodles @slpng_giants IT’S YOUR JOB TO PROTECT YOUR BRAND
  85. 85. @slpng_giants Follow us @nandoodles Follow me /slpnggiants 🌎 nandinijammi.com

No brand is immune from social media crisis in the age of consumer activism - including yours. During this talk, Nandini Jammi of Sleeping Giants will discuss what steps you need to take to keep your brand safe, what to do when you find yourself at the center of a social media controversy and how to rally stakeholders quickly during a crisis, so you can answer to your customers quickly and transparently. We will also explore how consumer activist groups like Sleeping Giants have transformed consumer attitudes towards the brands they do business with — and what this means for the future of social media marketing.

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