Using real-time data effectively in a crisis management situation - Alex Steer


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Social media has lots of interesting new ways of ruining your day. Any brand or organisation can suddenly find itself in a crisis. The availability of huge volumes of real-time data can make the situation better, or worse. It all depends on how you use it - to keep people focused, make decisions and measure progress. This is a guide to making the most of data to get through a crisis, and move on.

By Alex Steer, Strategy Director at Fabric Worldwide. Presented to the Market Research Society in January 2014.

Published in: Social Media, Technology, Business
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Using real-time data effectively in a crisis management situation - Alex Steer

  1. 1. Oh my God a horrible crisis has just broken and I didn’t see it coming and it’s all going wrong. I really wish I’d been a bit better at using real time data so I could work more effectively now that I’m in a crisis management situation. Unfortunately I didn’t, so now I’m going to clear my desk. Alex Steer, Strategy Director, Fabric Worldwide
  2. 2. We use fast-flowing data to deliver creative advantage for brands
  3. 3. your brand goes here
  4. 4. Chrysler Autos @ChryslerAutos I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
  5. 5. Gap @gap All impacted by #Sandy, stay safe! We’ll be doing lots of shopping today. How about you?
  6. 6. Roy @monacograndprix #McDstories The advantage is you can keep a happy meal for years and it is still as “pristine” as the day you bought it.
  7. 7. TechnicallyRon @technicallyron .@BritishGas #AskBG What is the best temperature to thaw an elderly relative at and what seasoning would you use with one?
  8. 8. Good crisis management applies the discipline of research at the speed of social.
  9. 9. 1. 2. 3. 4. 5. Keep perspective. Define KPIs at the start. Build a chain of command. Set stages and gates. Know your exits.
  10. 10. Keep perspective • • • • How big? How new? Which channels? What size response? Use social data to scale and situate the problem, and to stop the initial panic! Free tools are your friend.
  11. 11. KPIs at the start • • • • What’s the damage? What’s driving it? What needs to change? How quickly? Use social data to keep everyone focused on the task to be done today. Tracking is your friend.
  12. 12. Chain of command • • • • Which people? How often? In what format? When do we escalate? Use social data to build your reporting cycle and escalation structure. An email template is your friend.
  13. 13. Stages and gates • Which challenges, in which order? • When’s ‘the end of the beginning’? • When does it end? Use social data to make sure everyone knows how complete the task is. Rapid research is your friend.
  14. 14. It does end. • • • • Remember your old KPIs Plan to get back to them Know when it’s over Know how to move on Use social data to keep monitoring – but don’t get stuck in crisis mode forever.