As marketers, we know that we need a plan for what to do in case of an emergency. And yet, we all seem to be taken off guard with the COVID-19 pandemic situation we face today. What role should marketing and communications leaders play in the development of a response? What are the most critical actions to take now? Our hope is that we can help you quickly develop (or review) a response plan — and ideally learn something about planning for future crises in the process. In this webinar, industry and emergency management expert, Andrew Boyarsky, President at Pinnacle Performance Management and Clinical Associate Professor at NYU joins us with his perspective on why businesses everywhere need to take a step back and reevaluate their strategy. Watch full webinar: https://www.falcon.io/webinars/social-crisis-management/

1. How to Manage
Social Media in a Crisis
#FalconEd

2. Your Presenters.
Dino Kuckovic
Director of Community
Falcon.io
#FalconEd
Andrew Boyarsky
President
Pinnacle Performance Management
@dinokuckovic @Pinnacle_PM

3. Marketing impact
Models of crisis management
Business response to COVID-19
Q&A
Today’s Agenda.

4. This webinar IS.
This webinar IS NOT.
About consumer
behavior and how
brands can respond
to COVID-19
Going through
steps of classic
marketing crisis
management

5. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.

6. Cast your vote on-screen.

7. HOW CONSUMER BEHAVIORS
CHANGE IN COVID-19 CONTEXT
Making brands matter in turbulent times.

8. In a crisis there is always the
seed of opportunity.

9. Fortune favors the
brave… and the prepared.

10. Taking stock and
looking forward.

11. SARS
A notable precedent.

12. Much is different this time.

13. 5 Lessons from the past
are relevant today.
Crises can break a brand
or make it.
There will be an after.
But it will be a different place.
The key is managing all the
horizons.
Be prepared.

19. 12%
WoW growth in grocery
retail sales in Italy
Retail
34%
Of UK shoppers are
stockpiling food
3x
Online vs. in-store
grocery sales growth
eCommerce
81%
WoW growth in grocery
eCommerce sales in IT
225%
YoY sales increase for
hand sanitizers in UK
FMCG
14%
Decrease in airport
traffic in Europe Q1-20
Travel
$29bn
Expected passenger
revenue impact in 2020
-7%
YoY-Feb decrease in
Europe car registrations
Auto
60%
Increase in TV viewing
and streaming in US
Entertainment
30%
YoY increase in page
views for news
20%
Decline in smartphone
sales in China
Tech & Telco
50%
Increase in Internet
usage across Europe

20. MODELS OF CRISIS
MANAGEMENT
Think about the psychology.

21. War Time

22. From Emergency to Catastrophe

24. Changed
Environment
Moving Toward
the Change

25. Managing Expectations in Crisis

26. Crises and Confidence
People lose confidence in
leaders when they appear to
lack:
• Courage
• Compassion
• Connection/communication
• Competence

27. Command
• One-way
communication
intended to
convince,
compel, or
instruct
Coordinate
• 1 or 2-way
communication
intended to
avoid or
minimize
conflict
Cooperate
• Two-way
communication
intended to
facilitate
shared
expectations
Collaborate
• Two-way
communication
that produces
shared
meaning and
objectives
Expectations Inspiration Aspirations
Emergency Management Social Media Model

28. Agile Model of Leadership in a Crisis

29. HOW BUSINESSES CAN
RESPOND TO COVID-19
Now, medium-term, long-term.

30. Medium
Term
How do we make up for
lost ground?
Long
Term
How do we evolve in a
changed landscape?
Now
How should we respond in
unfolding situation?

31. Now
Acute pandemic phase

32. Insight 1.
Insight 2.
People are looking to
trusted brands to
provide them with
safety and security.
People expect
brands to deliver real
value, act responsibly
and do right.

33. Brand
actions that
matter right
now:
Create a task force.
Prioritize issues of greatest urgency.
Develop a protocol for emergent
situations.
Prepare the communications
engine.
Map communications strategies to
audiences.
Maintain open communications with
employees.
Review and/or pause content
calendar.

34. Brand
actions that
matter right
now:
Add special notice on homepage.
Email customers with C-19 updates
regularly.
Update/create FAQ section.
Provide an alternative customer
experience.
Listen, track, measure audience
response.
Reassure shareholders.

35. Brand
actions that
matter right
now:
Optimize channel mix.
Rise above self-serving and
transactional messaging.
Sustain broad reach for new users.
Do more, say less.
Support hygiene and virus
containment efforts.
It’s ok if you’re not a “caregiver”.

36. Brand
actions that
matter right
now:
Identify opportunities and expand
database.
Optimize drive-to-web, drive-to-
commerce.
Make every $ count.
Re-allocate spend.

37. Unilever went live to
connect with
scientists and medical
professionals to
educate consumers.
Baidu map upgraded
its real-time epidemic
area in more than
200 cities.
Lazada provided access to
infectious disease
specialist using its in-app
live-streaming technology.
Examples.
Alibaba launched a
business to business
sourcing platform to help
speed up the distribution
of medical supplies directly
to areas that need them
the most.
Real-estate group Wanda
implemented a waiver of
one month’s rent and
property fees for Wanda
Plaza nationwide.

38. NetEase Youdao
provides Free Online
Lecture Service for
primary and middle
school students who
can’t go to school.
Under Armour realized
remaining healthy in
difficult times is important.
They shared exercise tips
on their official account.
Dolce & Gabbana have
donated to a study
conducted by Humanitas
University. Many other
fashion designers followed
suite and even started
making face masks.
Examples.
Ikea leveraged its brand
promise of bringing joy into
the home with a Valentine’s
Day special love collection.

39. Medium Term
Recovery phase

40. Insight 1.
Insight 2.
Consumers gradually
regain their
confidence as the
pandemic subsides.
Brands react fast to a
rise in digital
engagement, shifting
focus to social, e-
commerce, and O2O.

41. Brand actions
to matter
medium term:
Fuel brand saliency.
Prime for momentum upon rebound.
Shift towards digital channels and
behaviors.
Convert first-timers into regular
users.
Adjust communication message to
track consumers.
Innovate and reshape your portfolio.

42. The premium cabler
HBO is making nearly
500 hours of top
programming
available to stream for
free
Delta Airlines
announces no-fee
rebookings through
2022
Huanxi Media radically
changed its film
distribution by inviting
digital pioneer Bytedance
to buy the copyright of
Chinese film ‘Lost in
Russia’.
Examples.
Doctors and patients at NYU
Langone Health and
worldwide turn to new
telemedicine strategies to
help hospitals and local
doctors address COVID-19.

43. Long Term
New Normal Phase

44. Insight 1.
Insight 2.
The real challenge is
to rally the entire org
to translate bright
ideas into business
results.
There will be
permanent change
to the way we
budget and hyper-
personalize.

45. Brand actions
to matter long
term:
Brand transformation.
Sustainable transformation.
Crisis & reputation transformation.
Digital transformation.
Customer Engagement (CE) &
Customer Experience (CX)
transformation.

46. The way brands deal
with the crisis now may
influence consumers in
the future.

47. 1. Don’t wait for recovery, focus on profit now.
2. Review product portfolio.
3. Revisit brand value and differentiation.
4. Think outside the physical brand experience.
5. Identify new growth opportunities.
6. Maximize the value & power of existing
customers.
7. Use the slowdown to innovate.
8. Have a long-term plan.
9. Redesign/optimize your go-to market plan.
10. Agility is a must.
Key Takeaways.
#FalconEd

48. The crisis will pass, and
there will be an after.

49. dino
@dinokuckovic
That’s all folks. It’s time for the Q&A in a
sec. But we have to squeeze in one more
important message.
7 Apr 2020
Andrew @Pinnacle_PM
Replying to @dinokuckovic
And what would that be?
7 Apr 2020
One more thing…
5
10
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51. #FalconEd
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