Softening the Social Blow with Crisis Management
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This document summarizes a presentation about crisis management and softening the social blow of announcements. The presentation discusses developing a 24/7 monitoring program to manage online reaction, conducting audience research and content strategy, planning announcement disclosures with internal and external preparation, and putting a response plan into action with management of disclosure, reporting, and course correction. It provides takeaways about maintaining ongoing reactive and proactive work streams when handling announcements that may be met with negative social reaction.
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Softening the Social Blow with Crisis Management
- 1. 11 Confidential 12/10/2015 Softening the Social Blow with Crisis Management PRESENTED BY: Emilie Bridon Senior Digital Marketing Manager, Microsoft Lynn Morton Senior Account Strategist, R2integrated NOVEMBER 18, 2013
- 2. 22 Price Change VMware & Netflix Socially Engaged Audience Cultural Fear of Reaction #WOMMASummit
- 3. 33 Audience: IT Implementer New 2012 version release Price Change Engaged Community Hello my name is… #WOMMASummit
- 4. 44 Content Strategy Audience Research Response Management Listening & Monitoring Program Disclose Manage Reaction Excite #WOMMASummit Developing a Program
- 5. 55 #WOMMASummit Vision: 24/7 monitoring command center to manage reaction. Scope: Extended to all English language online channels and comments/questions. Response Philosophy: No response to online reaction. Specific queries are answered by a private response. Online Listening & Engagement Plan
- 6. 66 #WOMMASummit Announcement Planning Internal External Public Prepare to Announce Disclose Change
- 7. 77 #WOMMASummit Pre- Disclosure Planning PHASE 1 Active Online Listening PHASE 2 Advocacy Plan PHASE 3 Putting the Plan into Action
- 8. 88 #WOMMASummit Putting the Plan into Action Disclosure Management PHASE 4 Reporting & Course Correction PHASE 5 Post- Disclosure Process PHASE 6
- 9. 99 #WOMMASummit Minimize Direct Response Leverage Influencers Conversation Doesn’t Stop Big Bets into Best Practices
- 10. 1010 #WOMMASummit Disclosure Toolkit Keywords Message Map Content Strategy Audience Research Response Assessment Framework Response Prioritization
- 11. 1111 #WOMMASummit Takeaways REACTIVE Ongoing Work Streams Reporting Listening Community Management PROACTIVE
- 12. 1212 #WOMMASummit Questions Lynn Morton Sr. Account Strategist R2integrated www.r2integrated.com Emilie Bridon Sr. Digital Marketing Manager Microsoft www.microsoft.com @MissLynn13
Editor's Notes
- Results: Over 1100 mentions during the disclosure period 3% positive sentiment 1.3% negative sentiment 95.7% neutral sentiment Licensing was the number #1 discussed topic (over pricing or edition changes) 68.8% of conversations happened on Twitter 12.5% of conversations happened on blogs 7.1% of conversations happened on forums