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Erfolgreiche Krisenkommunikation

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EUROFORUM Tagung 6. März 2013

Corporate Communications 2.0 – zwischen Viralkampagne und Shitstorm

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Erfolgreiche Krisenkommunikation

  1. 1. Manuel P. Nappo, lic. oec. HSG Leiter Fachstelle Social Media HWZCORPORATE COMMUNICATIONS 2.0 ZWISCHEN VIRALKAMPAGNE UND SHITSTORM 6. März 2013, Rüschlikon / Zürich
  2. 2. Worst case?
  3. 3. Worst case!
  4. 4. @manuelnappo1971803220051
  5. 5. Was ich mit Ihnen besprechen möchte 1. Krisen im Web 2. Wie sie entstehen 3. Don’ts and Dos 4. Points to go
  6. 6. Krisenkommunikation Krisenkommunikation oder Krisen-PR bezeichnet die Öffentlichkeitsarbeit von Unternehmen, Behörden und anderen Organisationen im Kontext von Krisen- Situationen (Wikipedia)
  7. 7. KrisensituationenIntern Extern• Streiks • Angriffe enttäuschter Ex-Mitarbeiter• Insolvenzen, Kündigungen, • Rufmord durch Wettbewerber Massenentlassungen, • Indirekter Einfluss auf das Bild der Standortschließungen Öffentlichkeit des Unternehmens• Produktionsfehler, Produkt-/ durch das Fehlverhalten anderer Qualitätsmängel Unternehmen der gleichen Branche• Managementfehler • Produkterpressung• Betriebsunfälle• Untreue, Unterschlagung, Steuerhinterziehung (Wikipedia)
  8. 8. Sind Sie bereit? 85% der befragten Unternehmen (weltweit) haben einen Krisenplan (08/2010 www.gartnercommunications.de)
  9. 9. Sind Sie wirklich bereit? Nur 21% haben darin Social Media Krisen integriert (08/2010 www.gartnercommunications.de)
  10. 10. Krisenverlauf heute: Social Media als Brandbeschleuniger
  11. 11. Wieso? Offline Erlebnisse entfachen online Diskussionen
  12. 12. Ebenso die negativen ...
  13. 13. Was genau ist ein Shitstorm?
  14. 14. Defintion Shitstorm„Als Shitstorm soll hier ein Internet-Phänomen bezeichnetwerden, wenn in kurzem Zeitraum eine subjektiv großeAnzahl von kritischen Äusserungen getätigt wird, vondenen sich zumindest ein Teil vom ursprünglichen Themaablöst und stattdessen aggressiv, beleidigend, bedrohendoder anders attackierend geführt wird“ (Sascha Lobo, re:publica 2010)
  15. 15. Wann ist es ein Shitstorm?
  16. 16. Ein Shitstorm entsteht nicht durch Zufall
  17. 17. Es gibt sogar Pläne dafür...
  18. 18. So auch bei Mammut (2011)
  19. 19. Typische Fehler
  20. 20. Fehler Nr. 1
  21. 21. Fehler Nr. 2
  22. 22. Fehler Nr. 3
  23. 23. Fehler Nr. 4
  24. 24. Fehler Nr. 5
  25. 25. Was tun, wenn ein Sturm aufzieht?
  26. 26. Tipp Nr. 1: Aktiv werden
  27. 27. Tipp Nr. 2: Schnell reagieren
  28. 28. Tipp Nr. 3: Positiv bleiben
  29. 29. Tipp Nr. 4: Ehrlichkeit
  30. 30. Tipp Nr. 5: Was sind die Fakten?
  31. 31. Tipp Nr. 5: Verantwortung übernehmen
  32. 32. Tipp Nr. 6: “ables” googleable, shareable, facebookable...
  33. 33. Tipp Nr. 7: SEO und Links einsetzen
  34. 34. Tipp Nr. 8: Fragen individuell beantworten
  35. 35. Tipp Nr. 9: Intern informieren
  36. 36. Tipp Nr. 10: Moderieren, nicht diskutieren Diskussionen sind zwecklos Sorgen Sie dafür, dass alle alles finden Menschen sollen und wollen sich selbst ein Bild machen Burning House Theory
  37. 37. Wie kann man sich vorbereiten?
  38. 38. Trick Nr. 1: „Champions are made in the Off Season“
  39. 39. Trick Nr. 2: Monitoring um Krisenherde zu erkennen
  40. 40. Trick Nr. 3: Bauen Sie sich Ihr Netzwerk Community Externe Krisen-Berater Social Media-Redakteure SEO und Monitoring-Experte
  41. 41. Trick Nr. 4: Framework hilft
  42. 42. Trick Nr. 5: Umgang mit Kritik als Teil der Kultur
  43. 43. Fazit
  44. 44. Was bleibt zum Schluss?1. Man muss (noch) schneller reagieren2. Der Dialog muss aktiv sein, auf Augenhöhe3. PR-Statements kommen nicht an4. Man darf nichts von der Facebook-Pinnwand löschen5. Auf Worte müssen Taten folgen6. Als Social Media Manager ist man auf kurzeEntscheidungswege angewiesen (Dominik Ryser (Mammut), bernetblog.ch)
  45. 45. Wichtig:Shitstorm ist nur einTeil Ihrer PR-Krise**Bezeichnung sollte nicht darüber hinweg täuschen, dass auch berechtigte Kritik bestehen kann
  46. 46. Es ist ein Risiko, packen Sie die Chance!
  47. 47. Machen Sie Kritiker zu Fans
  48. 48. Auf dass Sie keinen Schönwetter Kapitän...
  49. 49. ... sondern Master and Commander Ihres Schicksals sind
  50. 50. Ich freue mich auf Ihre Fragen! www.about.me/mpn

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