#CrisisSM4, The Good, The Bad and The Ugly of Crisis Management
1. Crisis Management
The Good, the Bad and the
Ugly #CrisisSM4
Francesca Capotorto
@FrancescaCapoto
Brian Poole @BSPoole
Samantha Sonner@SamanthaSonner
Paulina Cuevas @PSCuevas
3. Crisis Occurs Formulate Plan
of Action
MediaReports Respond to
Media Outlets
Continue Until
Crisis is
Resolved
Crisis Occurs Media Reports Formulate Plan
of Action
Respond to
Media Outlets
Continue Until
Crisis is
Resolved
Info Hits
SMCrisis Occurs Media Reports Formulate Plan
of Action
Respond to
Media
Respond to SM Continue Until
Crisis is
Resolved
Continue Until
Crisis is
Resolved
Traditional Crisis Management
(Ideal)
Crisis Management in 24hr News Cycle
Crisis Management in Social Media Age
4. Meghan Repko
Parnter at Joele Frank
“In all crisis situations, we advocate:
• Disciplined messaging
• Controlling the dialogue
• Taking the initiative
• Gathering support”
8. Gloria Huang
“We try to have a voice on social media that is
going to be relatable, we want someone to see
the red cross not as an institution but more like
your neighbor next door.”
“We deal with life threatening situations on a
daily basis, it’s really on the grand scheme of
things not a huge deal.”
14. Learn from your mistakes…
http://money.cnn.com/2013/09/05/news/companies/kenneth-cole-tweet/
15. Advice from Crisis Experts
"People always think of transmitting, but listening is
what's most important. The main role of social in a
crisis is to use it as a listening tool to detect a crisis
before it breaks.” – Dan Hill, President, Ervin Hill
Strategy
“To be in business – even if you are a non-profit – in
2014 is to be in crisis.” – Michael
Robinson, Partner, CLS Strategies
Being a social media person isn’t enough to handle a
crisis on social media.
16. The Ugly
A case study of
Amy’s Baking
Company on
Kitchen
Nightmares
17. Backlash
After the episode aired, Amy’s Baking Company’s
Facebook page was inundated with nasty comments
about her restaurant and her behavior. While this is to
be expected, Amy’s response to the situation was
not…
http://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/
22. Advertising
• Going viral Digital Era
• Wide audience access and and
reach
• Brand awareness, making a
buzz
• Viral video + social media=
word of mouth
• Word of mouth is the most
powerful way of advertisement
Lance Porter
- Focused on digital media
since 1995
Executive director of
Internet marketing for
Disney (4 years)
- Won a Clio award for
excellence in advertising
- Teaches advertising
creative strategy and
campaigns focusing on
digital media effects
23. The Good, Red Cross
• Advertising consists of PSA’s
• “Rookie mistake[…]social media needs
its full attention” –Lance Porter
• Audience connects with brand
http://www.redcross.org/about-us/media/public-service-advertising
24. The Bad, Kenneth Cole
• “Provocative campaign”
• Making a buzz creating word of mouth
• Brand awareness
• Good or bad?
http://30yearsbold.com/
25. The Ugly, Kitchen Nightmares
• “Period of correction,” lack of sophisticated skills
http://www.brandwatch.com/2014/02/4-steps-to-reach-an-integrated-social-crm-program/
26. Journalism
• The tone of the articles
• What the headlines say?
• How many sides of the story did they look at?
30. They Do It Again
http://www.businessinsider.com/kenneth-coles-twitter-account-hits-controversy-again-after-syria-boots-on-the-ground-tweet-2013-9
http://www.washingtonpost.com/blogs/style-blog/wp/2013/09/05/kenneth-cole-didnt-learn-from-cairo-posts-another-controversial-tweet/
33. Forbes Coverage
Forbes created an entire case study on Amy’s Baking Co. to show business
how not to respond to SM comments
The article is titled “Lessons From Amy’s Baking Company: Six Things You
Should Neverd Do On Social Media”
1. Don’t Reply to Everyone
2. Don’t Respond to Trolls
3. Don’t React Right Away
4. Reddit is Not for the Weak
5. Don’t Insult People
6. Learn When To Walk Away
7. (Update) Don’t Lie
http://www.forbes.com/sites/kellyclay/2013/05/14/lessons-from-amys-baking-company-six-things-you-should-
never-do-on-social-media/
The backlash on Facebook from the owners account spiked the fan growth of the company’s Facebook page to over 45000 in less than one day. Naturally it was not the restaurant that was receiving the fan support, but the entertaining responses from the owners that attracted so much attention. To make matters worse, rather than own up to the responses, Amy and her husband posted this:
The GOOD- The common characteristics of making mistakes connect with the audience, feeling as if the brand understands them and are like them instead of trying to fool or deceive you into buying something, which is the perception consumers have about advertising that it is miscivious. It can happen to anybody, we are all publishers now.Good publicityThe BAD-As consumers of these social strategies, we must ask ourselves where the line between offensive and strategic is drawn. Where is your line?They focus on creating buzz through outdoor advertisement instead of through media, the buzz is their media advertisement.
“we try to have a voice on social media that is going to be relatable, we want someone to see the red cross not as an institution but more like your neighbor next door”“we deal with life threatening situations on a daily basis, it’s really on the grand scheme of things not a huge deal”
