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Social Crisis Management - 101

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October 2018 presentation to the Colorado Chapter of the American Marketing Association covering social media crisis management needs, statistics and best practices to get your started.

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Social Crisis Management - 101

  1. 1. CRISIS MANAGEMENT ON SOCIAL Nikoletta Vecsei Harrold 1
  2. 2. 2 TYPES OF CRISIS 1. Organizational misdeeds or deception (e.g.: personal tweets, Wells Fargo bank account openings) 2. Natural and environmental (e.g.: Hurricanes, #MeToo) 3. Malevolence (e.g.: bullying, POTUS attacks) 4. Technology (e.g.: Equifax hacking, Amazon server down) 5. Financial (e.g.: FIFA corruption & Detroit City bankruptcy) @Nikschen
  3. 3. 3 Organizational Crisis
  4. 4. 4 PERSONAL CONTENT @Nikschen
  5. 5. 5 PERSONAL CONTENT @Nikschen
  6. 6. 6 MISSING CONTENT - OOPS! @Nikschen
  7. 7. 7 Natural Crisis
  8. 8. 8 #METOO MOVEMENT @Nikschen
  9. 9. 9 #METOO MOVEMENT @Nikschen
  10. 10. 10 #METOO MOVEMENT @Nikschen
  11. 11. 11 Malevolence
  12. 12. 12 PRESIDENTIAL ATTACK @Nikschen
  13. 13. PRESIDENTIAL ATTACK 13 @Nikschen
  14. 14. 14 FINANCIALS (33) @Nikschen
  15. 15. 15 #BOYCOTT #SUPPORT @Nikschen
  16. 16. 16 #BOYCOTT #SUPPORT @Nikschen
  17. 17. 17 FINANCIALS POTUS tweet Starbucks announces the closure of 150 stores, new cup lids @Nikschen
  18. 18. 18 Be Prepared
  19. 19. 19 43% are ready to respond to a social attack within 15 minutes CRISIS PREPAREDNESS 19% have their messaging ready @Nikschen
  20. 20. 20 “Real crisis situations, which can ruin a company’s brand, are around almost every corner. Being prepared to handle those situations is critically important. Presidential tweets appear to be passing.” - Catherine Roman (2017)@Nikschen
  21. 21. 21 WHEN CRISIS HITS @Nikschen
  22. 22. 22 KEEP CALM @Nikschen
  23. 23. 23 DON’T LET PARANOIA TAKE OVER @Nikschen
  24. 24. 24 “When they go low, we go high” - Michelle Obama (2016) @Nikschen
  25. 25. 25 DON’T BE STUFFY @Nikschen
  26. 26. 26 DON’T BE STUFFY @Nikschen This is your real problem!!!
  27. 27. 27 1. Know your vulnerabilities/identify your opportunities* & your brand voice. 2. Consider the political climate – “WWTT? — What Would Trump Tweet?” 3. Have your story, your facts and your answers pre-drafted Also have a crisis escalation team and process ready to go 4. Simulate crisis situations to practice 5. Employees should NEVER use institutional apps for personal accounts 6. Connect with your fans, not just in the face of a crisis, but every day PREPARATIONS @Nikschen
  28. 28. 28 Take Action
  29. 29. 29 1. Don’t hide or ignore the issue 2. Act quickly 3. To err is human 4. Use humor if it is appropriate 5. Act but don’t overreact – keep emotions out of the conversation 6. Collaborate with other teams (PR, Legal, CSR…) 7. Be brief, it’s social 8. Measure everything! ACTION PLAN @Nikschen
  30. 30. 30 “If you fail to plan, you are planning to fail.” - Benjamin Franklin @Nikschen
  31. 31. 31 THANK YOU! @Nikschen

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