The document discusses strategies for managing crises in the digital age through three case studies: 1) A bank rebrand faced backlash on social media but responded to concerns, regained trust through transparency. 2) A bank sale announcement was met with mixed reviews on social media but the bank provided consistent messaging and assured customers their money was safe. 3) An RSP campaign ad received criticism on social media prompting an apology, replacing ads, and listening to customer feedback which improved the situation. The key lessons are to have consistent crisis messaging, be transparent, protect online communities, listen to and acknowledge all feedback to regain trust during digital crises.

1. Sh!t hit the fan?
Dealing with a crisis in
the Digital Age
Rashel Shamsipour - @Rashel_S
Buket Oktem – @buket_o
Evelyn Chan - @evchan

2. CASE STUDY 1:
Forward Banking Launch

3. Forward Banking Launch
• After 15 years of heralding the ‘Save your
Money’ mantra, ING DIRECT launched a new
‘Forward Banking’ slogan and an everyday
bank attitude to Canadians
• The new brand launched in April 2012

4. Forward Banking Launch
• The brand re-launch campaign appeared in
bus shelters, TV, outdoor billboards,
newspapers, websites and social media
• It also launched at a tricky time, when our
Savings rate dropped

5. Social Media Approach

6. Building the Buzz

7. The Reaction

8. Our Response

9. Social Media Result
• Responded to all Client inquiries
• Created messaging to ease Client fears
• Let the ambassadors defend the brand
• Gave our community the chance to tell us
what they want from their bank
• Regained the trust of our community

10. PR Approach

11. Different Media, Different Lens
• What you consider a “positive” news story can easily
turn into a less favourable one
• Prepare for different perspectives depending on the
outlet/audience
• Unless factually incorrect, don’t contact journalist to
request a rewrite, express disapproval or
disappointment [that’s not your job!]
• Tone received in social media is often a fair
barometer for news value

12. PR Result

13. Customer Service Approach

14. Communicate
and keep communicating
• Keep your people in the loop
• Anticipate Client questions, build an FAQ
• Check the pulse of Clients
• Don’t reinvent the wheel…
– Internal communications
– Press releases
– Published messages

15. Customer Service Result
• Team enabled to handle questions and feedback
– Customers felt heard and acknowledged
• Feedback captured and shared with rest of bank

16. CASE STUDY 2:
ING DIRECT Sale

17. ING DIRECT Sale
On August 29th, 2012, news broke that
ING DIRECT Canada had been sold to
The Bank of Nova Scotia.

18. Social Media Approach

19. Announcement on Social
Channels

20. ING DIRECT Sale

21. The Mixed Reviews

22. Social Media Result
• Client Advocates protected the brand and fought on
ING DIRECT’s behalf
• Worked with PR for standard responses

23. PR Approach

24. Control the Message
• Strong, consistent messaging that amplifies positives
and is as forthcoming as possible
• Proactively pitch media with opportunity to tell your
side of the story
• Make sure media has accurate information
• Don’t be afraid to request corrections to errors in
news articles, broadcasts etc.

25. PR Result

26. Customer Service Approach

27. Communicate
and keep communicating
• Keep your people in the loop
• Anticipate Client questions, build an FAQ
• Don’t reinvent the wheel…
– Internal communications
– Press releases
– Published messages
• Be true to your brand, and to your customers

28. Transition into your channel
On Brand, and in touch with the customer
• Thank you for your inquiry. • Dear Saver,
•
• ING Group announced today that it has completed the sale of ING Direct Canada to • While ING Group announced today that it has completed the sale of ING Direct Canada
Scotiabank. Scotiabank is a leading bank within Canada with a proven track record of to Scotiabank, Scotiabank is committed to preserving everything that ING DIRECT’s
success. customers have come to love about us over the past 15 years. We will continue to
operate separately – as a wholly owned subsidiary – and delivery excellent service,
• Scotiabank is committed to preserving everything that ING DIRECT’s customers have simple and transparent products, and all around great value for your hard-earned
come to love about us over the past 15 years. We will continue to operate separately – money.
as a wholly owned subsidiary – and delivery excellent service, simple and transparent •
products, and all around great value for your hard-earned money. • Since we started, our goal was to make it easier for you to save more of your money and
to live a better life. This has not changed, even with the completion of the sale. We are
• Customers will be able to interact with ING DIRECT the way they do now online, on their excited about what we can provide our customers now and in the future, with the
mobile devices, and via our award winning call centres and cafes, with current account backing of a strong Canadian financial institution like Scotiabank that is committed to
numbers and passwords. maintaining what has made ING DIRECT special.
•
• Since we started, our goal was to make it easier for you to save more of your money and • Rest assured that your money is safe with us throughout this process. Your funds are
to live a better life. With the completion of the sale, this has not changed. We are insured under the terms of the Canadian Deposit Insurance Corporation (CDIC) and we
excited about what we can provide our customers now and in the future, with the are governed by the same rules and regulations as all Canadian banks under the Office of
backing of a strong Canadian financial institution like Scotiabank that is committed to Superintendent of Financial Institutions (OSFI). Scotiabank is recognized as one of the
maintaining what has made ING DIRECT special. safest banks in the world with a long and proven history of success. ING DIRECT Canada
continues to be a strong, successful and growing business. We have over 1.8 million
clients, almost $40 billion of assets and one of the strongest capital positions in the
• Rest assured that your money is safe with us throughout this process. Your funds are Canadian banking industry.
insured under the terms of the Canadian Deposit Insurance Corporation (CDIC) and we •
are governed by the same rules and regulations as all Canadian banks under the Office of
Superintendent of Financial Institutions (OSFI). Scotiabank is recognized as one of the • Thank you for sharing your concerns with us over the news. As it’s business as usual, you
safest banks in the world with along history of success. ING DIRECT Canada continues to can continue doing your banking online at ingdirect.ca, using our mobile apps, or over
be a strong, successful and growing business. We have over 1.8 million clients, almost the phone. If you have any questions about your accounts with us, call us at 1-888-464-
$40 billion of assets and one of the strongest capital positions in the Canadian banking 3232 any time as we’re open 24 hours a day, 7 days a week.
industry. We appreciate your interest in this matter and please contact us at 1-800- •
NGDIRECT (1-800-464-3473) if you have any further questions. • Name
• Savings Email Team
• ING DIRECT Canada

29. Customer Service Result
• Speedy response turn around to sensitive topic
– Customers felt heard and acknowledged
– Potential panic managed
• Team enabled to handle questions and feedback
• Feedback captured and shared with rest of bank

30. CASE STUDY 3:
RSP Campaign

31. RSP Campaign

32. Social Media Approach

33. The Response

34. Keep Calm Carry On

35. Apologize!

36. Social Media Result
• Replaced Commercial spots with Water Spot
• Responded to each inquiry or message regardless of
sentiment
• Issued an apology on social media channels
• Carried on with content calendar of events

37. PR Approach

38. Act Fast & Be Responsive
• Key messages should address overall sentiment, be
honest and explain your position
• Messaging should be consistent in all communication
channels [PR, social, internal]
• Don’t refuse to comment [no matter how difficult,
it’s always better to provide perspective]
• Get CEO involved – media interviews, social media
• Turn crisis situation into a positive news story

39. PR Result

40. Customer Service Approach

41. Listen
and listen some more
• Actively listen to what your customers are saying
• Respond meaningfully
• Be true to your word: Pass on the feedback
– …and don’t let it just end there
– Trends to keep an eye on?
• Act
– Opportunities to turn lemons into lemonade

42. Customer Service Result
• Majority of replies were satisfied
– Customers appreciate really being listened to
– Appreciation for replying
• Keys:
– Say the truth. Always.
– Watch what you say and how you say it
– Personalize

43. TAKE AWAYS:
What the !@#$ do I do?

44. Take Aways
What To Do When Sh!t Hits The Fan
– Develop messaging that is clear and consistent, and will set the tone
across all communication channels
– Don’t underestimate the role social media now plays in PR
– Transparency is key
– Know your audience and protect your community
– Engage and communicate with internal stakeholders
– Listen, respond and have an action plan
– It’s all about timing!

45. Sh!t hit the fan?
Dealing with a crisis in
the Digital Age
Rashel Shamsipour - @Rashel_S
Buket Oktem – @buket_o
Evelyn Chan - @evchan