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2012: How To Leadership in Social Media Crisis Management

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2012: How To Leadership in Social Media Crisis Management

  1. 1. LEADERSHIP IN ASOCIAL MEDIA CRISIS@WWF_Deutschland | paula.hannemann@wwf.de 1 Date: Anytime
  2. 2. @WWF_Deutschland | paula.hannemann@wwf.de
  3. 3. Emergent leadership Autocratic or authoritarian style Toxic leadership Participative or democratic style Leadership has been described as the “process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task". www.wikipedia.org Group leadership Narcissistic leadership Laissez-faire or free rein style@WWF_Deutschland | paula.hannemann@wwf.de
  4. 4. The Crisis Inversion. Anti-Leadership.Social Influence. Hits you.Aid and Support of others. Against you.Common task... ... is to hit you.@WWF_Deutschland | paula.hannemann@wwf.de
  5. 5. TODAY‘S AGENDA: THE SHIT STORM LEADERSHIP IN A PHENOMENON SOCIAL MEDIA CRISIS@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  6. 6. TODAY‘S AGENDA: THE SHIT STORM LEADERSHIP IN A PHENOMENON SOCIAL MEDIA CRISIS@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  7. 7. "Sooner or later it will happen to almost all citizens of the internet.“ Sascha Lobo, re:publica 2010@WWF_Deutschland | paula.hannemann@wwf.de
  8. 8. 85% of the surveyed companies (worldwide) have a crisis plan. Source: 08/2010 www.gartnercommunications.deGefunden bei: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance 16. Februar 2011 6
  9. 9. Only 21% have integrated social media into this plan. Source: 08/2010 www.gartnercommunications.deGefunden bei: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance 16. Februar 2011 6
  10. 10. Write mail to press office - prepare social media crisis plan...@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  11. 11. HOW TO GET TO KNOW THE NATURE OF SHIT STORMS.
  12. 12. HAVE ONE YOURSELFJUNE 22nd 2011
  13. 13. THE 48 HOURS STORM@WWF_Deutschland | paula.hannemann@wwf.de
  14. 14. 24.6.: #WWF is 1st trending topic on twitter 200 @mentions in the first two daysAuswertung vom 22.6. - 17.7.2011@WWF_Deutschland | paula.hannemann@wwf.de
  15. 15. About 700 facebook wall posts (300 in the first two days) 15.000 likes & commentsAuswertung vom 22.6. - 17.7.2011@WWF_Deutschland | paula.hannemann@wwf.de
  16. 16. +3000 questions asked on our WWF discussion platform 50% of those appeared until June 24thAuswertung vom 22.6. - 17.7.2011@WWF_Deutschland | paula.hannemann@wwf.de
  17. 17. about 1300 blog articels* 400 published within the first two daysAuswertung vom 22.6. - 17.7.2011@WWF_Deutschland | paula.hannemann@wwf.de
  18. 18. and of course: online news portals pick up the story@WWF_Deutschland | paula.hannemann@wwf.de
  19. 19. READ OTHER PEOPLE‘S DEFINITIONS"A shit storm can be defined as an onlinephenomenon, in which, during a shortperiod of time, a - subjectively perceived- huge number of critical remarks arebeing made, and these remarks are atleast partly detached from the originalcritique but instead are mostlyaggressive, offensive, threatening orsome how attacking."Sascha Lobo re:publica 2010 Read more about it: http://de.wikipedia.org/wiki/Shitstorm
  20. 20. Important thought:A shit storm is onlypart of a PR crisis.** The term shall not play down or mock the fact that in each crisis there is legitimate criticism.
  21. 21. WATCH GREAT KEYNOTES http://www.youtube.com/watch?v=-OzJdA-JY84@WWF_Deutschland | paula.hannemann@wwf.de
  22. 22. LEARN FROM OTHERSSHIT STORM CASES.
  23. 23. Folks, our fanpage really isn‘t the appropriate place forcomplaints or customer requests. We want to entertainand inform you, chat with you (...). Go find the contactinformation for customer inquiries in the "About"section . .Source: facebook fanpage TelDaFax 25. Februar 2011Quelle: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance TALK TO ME! NOT. 6
  24. 24. MICRO-LEVEL-PUBLIC 250 facebook comments 40.900 Google hits 28. Februar 2011 MACRO-LEVEL-PUBLIC
  25. 25. „Thank you Nestle... I would never have seen this videoif you hadn‘t had kicked it of YouTube ... Fire your PRTeam, they are muppets.“ Quelle: http://off-the-record.de/2010/03/17/virale-schock-attacke-von-greenpeace-gegen- nestle-kitkat/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+off-the- record/VPpB+%28off+the+record+-+Blog+f%C3%BCr+Marketing,+Werbung+und+Medien %29 STREISAND EFFECT
  26. 26. UNDERSTAND THE PSYCHOLOGY OF THE SOCIAL WEBSOCIAL MEDIA = CONVERSATION
  27. 27. UNDERSTAND THE PSYCHOLOGY OF THE SOCIAL WEBTWITTER ACCOUNT + ANONYMITY = ANTI-CONVERSATION
  28. 28. ALL EXPERTS DO AGREE ON ONE THING:@WWF_Deutschland | paula.hannemann@wwf.de
  29. 29. „How to survive a shitstorm? Imperturbably.“ STAY CALM. „The rules of maximum souvereignity apply.“Vortrag Sascha Lobo re:publica 2011@WWF_Deutschland | paula.hannemann@wwf.de
  30. 30. @WWF_Deutschland | paula.hannemann@wwf.de
  31. 31. WELL... THIS IS HOW YOU REALLY FEEL: O Z E N C K F R E S H O E S A K R G O IN T H G C IN A F T A T F C O@WWF_Deutschland | paula.hannemann@wwf.de
  32. 32. TODAY‘S AGENDA: THE SHIT STORM LEADERSHIP IN A PHENOMENON SOCIAL MEDIA CRISIS@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  33. 33. TODAY‘S AGENDA: THE SHIT STORM LEADERSHIP IN A PHENOMENON SOCIAL MEDIA CRISIS@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  34. 34. In a social media crisis, leadership is...... not only obtained through social/comms skillsDIGITAL is key aswell.@WWF_Deutschland | paula.hannemann@wwf.de
  35. 35. TIP NO.1: BE PREPARED.Preparation does not mean: inform your colleagues.Preparation means: Prepare for the worst.And this is hard work. Most errors happen beforehand.
  36. 36. TIP NO. 2: CREATE SOCIAL CONTENTA social media crisis demands for social media content.Prepare your content to be „social media ready“.** ables: googleable, easily consumable, shareable, youtubebable, facebookable. „A press release will just not do the job.“
  37. 37. WWF.DE/FAKTENCHECK http://bit.ly/Homepage_Faktencheck
  38. 38. YOUTUBE CONTENT http://www.wwf.de/index.php? about 45.000 Youtube views of our own video content
  39. 39. DISCUSSION FORUM http://bit.ly/WWF_Diskussion
  40. 40. FACEBOOK LANDING TAB HERE WWF WAS TOO LATE : (
  41. 41. TIP NO. 3: BUILD A NETWORK OF (DIGITAL) PROSExternal crisis consultant.Plus the following skills:Additional Community ManagerSocial Content Producer.SEO expert.Monitoring expert.Because: shit storms cease a lot of your energy
  42. 42. IF NOT...
  43. 43. TIP NO. 4: PREPARE YOUR SOCIAL COMMUNITYTell them in ADVANCE WHAT is going to happen.Tell your community WHERE and WHEN you will provide information.Activate your community and ask for support. „Sleeping dogs no longer exist.“ Kai vom Hoff
  44. 44. Gefunden bei: http://www.indiskretionehrensache.de/2011/06/wwf-pakt-panda/
  45. 45. TIP NO. 5: DON‘T TRY TO ARGUE. JUST DON‘T DO IT.In the middle of a shit storm: discussing is pointless. Remember? It is not a conversation.Rather: Make sure everybody finds all the information they need.After all, people want to and should be able to form their own opinion based on accessible facts. ...INSTEAD MODERATE.* *BURNING HOUSE THEORY (JAN HENDRIK SENF)
  46. 46. MINDMAP FOR MORE COMPLEX CONTEXTS http://bit.ly/jPVI1w
  47. 47. TIP NO. 6: NEVER STOP TALKING.Hiding away doesn‘t work, makes it worse instead.Availability until 10 pm would be great!But: This only works if you prepared your ressources in advance.* And make sure, people hear what you‘re saying!
  48. 48. LIVE TW COMMENTS DURING THE BROADCAST
  49. 49. ...DOCUMENT YOUR COMMUNICATION http://on.fb.me/WWF_Logbuch
  50. 50. TIP NO. 7: SHOW YOU ARE HUMAN, TOO.
  51. 51. TIP NO. 8: CRISIS ISSUES NEVER COME SINGLY.
  52. 52. TIP NO. 9: HAVE YOUR TOOLS READY (FOR OTHERS)MONITORINGSOCIAL MEDIA COCKPIT
  53. 53. TIP NO. 10: PREPARE YOUR SEO & PLACE YOUR LINKS.If Google doesn‘t find it, it doesn‘t exist.Place your links and correct key words as much as possible.
  54. 54. WHAT‘S LEFT TO SAY?@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  55. 55. WHAT‘S LEFT TO SAY? Shit storms are by now part of our every day professional life. Become familiar with the phenomenon. The better prepared you are, the greater the likelihood that you can show leadership. Because shit storms do carry one feature, we should all be aware of:@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  56. 56. SHIT STORM DNA: THEY EASILY BECOME META ISSUES OTHERS LOVE TO JUDGE ABOUT YOUR LEADERSHIP SKILLS.@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  57. 57. #ARE_YOU_PREPARED? PLEASE BE.@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime
  58. 58. CONTACT INFORMATIONFeedback very welcome:Home: http://www.facebook.com/HannemannPaulafollow: @wwf_deutschlandXing: https://www.xing.com/profile/Paula_HannemannLinkedIN: http://de.linkedin.com/in/PaulaHannemannSlide: http://www.slideshare.net/PaulaHannemann/@WWF_Deutschland | paula.hannemann@wwf.de Date: Anytime

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