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Brand protection & Crisis Aversion

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Kelly Roche,

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Brand protection & Crisis Aversion

  1. 1. #NYKLondon Brand Protection & Crisis Aversion Kelly Roche | Project Manager @kkellyro
  2. 2. #NYKLondon Agenda • Introduction • Examples • How to • Summary Objective: Understand how to use social listening to plan for, identify, and react to a brand crisis
  3. 3. #NYKLondon Introduction
  4. 4. #NYKLondon “It takes 20 years to build a reputation and five minutes to ruin it” - Warren Buffet
  5. 5. #NYKLondon Brand Detractor s Executive Attacks Competitiv e Wars Industry Threats Controversi al Topics What types of threats can harm your brand through social media?
  6. 6. #NYKLondon Types of threat PotentialExpected Unexpected KNOWN THREATS: Easier to plan for UNKNOWN THREATS: Harder to plan for
  7. 7. #NYKLondon Examples
  8. 8. #NYKLondon
  9. 9. #NYKLondon
  10. 10. #NYKLondon
  11. 11. #NYKLondon How To
  12. 12. #NYKLondon Step-by-Step Guide 1. Plan 2. Monitor 3. Acknowledge & Assess 4. Inform 5. Respond 6. Evaluate & Learn
  13. 13. #NYKLondon STEP 1 Plan • Predict threats • Discuss with colleagues • Communicate the plan • Define roles • Think outside your brand
  14. 14. #NYKLondon Alerts
  15. 15. #NYKLondon • As it happens • Daily / Weekly
  16. 16. #NYKLondon Signals
  17. 17. #NYKLondon
  18. 18. #NYKLondon Think about: • Are you using Alerts? • How can you make your Alerts more specific and relevant using filters? • Are you using Signals? • Who else in the organisation would benefit from these?
  19. 19. #NYKLondon STEP 2 Monitor • Listen to online conversation related to your brand, competitors and industry • Look out for changes in the data • Be aware of detractors
  20. 20. #NYKLondon Dashboards: Reputation
  21. 21. #NYKLondon Emotive Mentions over Time
  22. 22. #NYKLondon Negative Authors & Stories
  23. 23. #NYKLondon Emotions
  24. 24. #NYKLondon Logo Detection: Image Insights
  25. 25. #NYKLondon Think about: • In what ways do you currently monitor your brand reputation? • How regularly do you check it? Are you proactive or reactive? • What about competitors, key issues or key people in your industry?
  26. 26. #NYKLondon STEP 3 Acknowledge & Assess • Understand who, where, when, why… • How is the conversation developing? • How urgent is it? • Who do you need to inform?
  27. 27. #NYKLondon Mentions over Time: by Day, by Hour
  28. 28. #NYKLondon Quick Search
  29. 29. #NYKLondon New features: Iris
  30. 30. #NYKLondon Topics - Negative
  31. 31. #NYKLondon Page Type
  32. 32. #NYKLondon Think about: • If a crisis occurred, what data would you need in order to understand what has happened? • How can you make it quicker and easier to find? • Are there any other sources of data might you need from other teams?
  33. 33. #NYKLondon STEP 4 Inform • Relevant people: internal teams, leadership, partners, shareholders, journalists… • Key facts about the situation • Plan for response
  34. 34. #NYKLondon Add recipients to your Alerts
  35. 35. #NYKLondon Dashboards: Export
  36. 36. #NYKLondon
  37. 37. #NYKLondon Think about: • Who would you need to inform • How would you share the data with others? • What can you set up in advance to save time?
  38. 38. #NYKLondon STEP 5 Respond • Different types of response • Protect reputation • Be timely and authentic • Opportunity to turn negative into positive • Continue to monitor and respond
  39. 39. #NYKLondon Identifying Top News Sites
  40. 40. #NYKLondon Identifying Top Journalists on Twitter
  41. 41. #NYKLondon Monitor sentiment over time
  42. 42. #NYKLondon Think about: • What channel is your organisation likely to use for a crisis response? • Who else will be involved and what information will they want from you? • What could you do now to prepare?
  43. 43. #NYKLondon STEP 6 Evaluate & Learn • Step back • Evaluate what went well / not so well • Report • Discuss • Plan for next time
  44. 44. #NYKLondon Summarise in a Dashboard
  45. 45. #NYKLondon Create Rules & Tags
  46. 46. #NYKLondon Think about: • What information would you need to provide in order to evaluate? • Who else would you want to involve in discussions? • How would you learn from the process and what would you do differently at the planning stage?
  47. 47. #NYKLondon 1. Plan 2. Monitor 3. Acknowledge & Assess 4. Inform 5. Respond 6. Evaluate & Learn
  48. 48. #NYKLondon Summary
  49. 49. #NYKLondon • Alerts & Signals • Dashboards • Filters & Quick Search • Rules & Tags Recap: Using Brandwatch for crisis management
  50. 50. #NYKLondon Takeaways • Plan for different types of threat • Look beyond just your brand • 6-step crisis management plan: social listening can play a role at every stage • Evaluate & learn
  51. 51. #NYKLondon Thank you. Kelly Roche | Project Manager @kkellyro

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