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Online Crisis Management


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How to use social media to leverage your position when your brand is under attack

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Online Crisis Management

  1. 1. Online Crisis Management <ul><li>How to use social media to leverage your position when your brand is under attack </li></ul><ul><li>Dan Gerstenfeld </li></ul><ul><li>Interteam Content Services </li></ul><ul><li>SphinnCon Israel </li></ul><ul><li>7 March 2010 </li></ul>
  2. 2. 67% of top executives regard their company’s online reputation as vulnerable <ul><li>“ Online company reputation risks facing leaders are growing more complex as new digital platforms–social networks, blogs, virtual realities, Twitter and RSS–rapidly gain acceptance. No digital eraser exists to wipe away company missteps.” </li></ul><ul><li>Source: 2009 Risky Business: Reputation Online Survey - Weber Shandwick and The Economist Intelligence Unit </li></ul>
  3. 3. How would you want your company to be presented in a crisis situation?
  4. 4. Like Coca Cola Israel?
  5. 5. Or like Toyota?
  6. 6. Coca Cola’s top Google entry
  7. 7. Toyota’s top Google entry
  8. 8. Shorter response times Source: Ogilvy Public Relations
  9. 9. Twitter-mania source: US Airways presentation @ jkrums There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy. Case Study: US Airways Incident Within 10 minutes of the aircraft touching the water, a witness generated photo and headline was circulating on Twitter 3:26 Incident occurs 3:36 10 minutes later, a passenger on the rescue ferry Twitters from his iPhone the first known photo of the incident.  34 minutes later, MSNBC interviews him as a witness. 3:36 posts its first thread on incident 3:41 posts its first thread on the incident 3:46 Airline Pilots Central Forum posts its first thread on the incident 3:49 WSJ Blog posts its first story: “US Airways Plane Crashes in New York’s Hudson River” 3:52 A WSJ e-mail alert is issued to subscribers 4:00 Story appears on Google News 4:03 AP story begins to appears on blogs and websites 4:04 First person to Tweet the story is interviewed on MSNBC as witness 4:12 US Airways issues 1 st statement 4:15 9 of the 10 most discussed topics on Twitter are about the incident 4:30 @SouthwestAir (Southwest’s Twitter profile) posts the following message: Our friends @ USAir and their Customers are in our thoughts this afternoon 4:34 Someone Tweets that Wikipedia has an entry on the crash before any information is available on 4:40 Twitterers are anticipating the US Airways Press Conference 4:49 US Airways issues 2 nd statement 4:56 Someone creates a Twitter profile titled “@Hudsoncrash” to share news 4:59 @SkyTalk (The Star-Telegram Twitter profile) Tweets the link to the flight log 5:00 USAirways creates its first Twitter account (@USAirways) 5:20 People begin following the newly created US Airways twitter account. They currently have 217 followers. At the time, we had 8,500 followers.
  10. 10. How would you want your company to be presented in a crisis situation? &quot;Just by virtue of the volume of conversation you see online, social media is probably the most important crisis-communication element in many cases“ Doug Frisbie, Toyota Motor Sales USA's social media and marketing integration manager Source: Advertising Age
  11. 11. So what do you need to do? <ul><li>Define an overall online PR and social media marketing strategy </li></ul><ul><li>Adopt a hands-on approach </li></ul><ul><li>Be proactive </li></ul><ul><li>Monitor the conversation </li></ul><ul><li>Network with others online </li></ul>
  12. 12. Strategy Proactive <ul><li>Create highly engaging content on a frequent basis </li></ul><ul><li>Engage your target audience. It translates to higher network visibility, and this translates to higher search visibility </li></ul><ul><li>Optimize your content </li></ul>
  13. 13. <ul><li>1. Establish channels before a crisis </li></ul><ul><ul><ul><li>Dabble: Blogs, YouTube, Facebook </li></ul></ul></ul><ul><ul><ul><li>Don’t rely on the numbers </li></ul></ul></ul><ul><ul><ul><li>Build Relationships </li></ul></ul></ul><ul><li>Don’t be afraid to join the conversation </li></ul><ul><ul><ul><li>Be gracious, be honest, be real </li></ul></ul></ul><ul><ul><ul><li>Speak the language of your audience </li></ul></ul></ul><ul><ul><ul><li>Have a thick skin </li></ul></ul></ul><ul><li>Act fast </li></ul><ul><ul><ul><li>Doesn’t have to be perfect </li></ul></ul></ul><ul><ul><ul><li>Set the tone for the conversation </li></ul></ul></ul><ul><ul><ul><li>Harder to repair a damaged reputation than maintain a good one </li></ul></ul></ul><ul><li>Build a strong team </li></ul><ul><ul><ul><li>Social media takes time, passion and guts </li></ul></ul></ul><ul><ul><ul><li>Need Executive Sponsor </li></ul></ul></ul><ul><ul><ul><li>Don’t look outside of your department for help </li></ul></ul></ul>How to prepare for online crisis The Southwest Airlines recipe
  14. 14. Things to watch <ul><li>Real time search </li></ul><ul><li>Personalized search </li></ul>
  15. 15. Contact Info <ul><li>Dan Gerstenfeld </li></ul><ul><li>Interteam Content Services </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Tel: 972-52-3745989 </li></ul>