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Crisis management with social media

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Key elements affecting Digital Crisis Management and the framework organisations can use to get ahead and manage crisis using Social Media.

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Crisis management with social media

  1. 1. Crisis Management with Social Media<br />Muhammad Karim, 2011<br />
  2. 2. Factors Affecting Crisis Management<br /><ul><li>It all happens VERY fast.
  3. 3. Dialogue trumps messaging in this arena.
  4. 4. People who don’t like you have the same tools.
  5. 5. Consumers demand a very high transparency.
  6. 6. Search results determine reputation.</li></li></ul><li>Speed. The First 24 Hours.<br />Hour 18<br />Hour 24<br />Hour 12<br />Hour 6<br />Editorial<br />Sharing<br />Micromedia<br />0 Hour<br />CRISIS<br />HITS<br />Mainstream<br />Search<br />Blogs<br />Source: Ogilvy<br />
  7. 7. Spin may work in<br />traditional media, but<br />the Internet<br />has a built in<br />B.S. detector.<br />- Chris Pirillo, tech celebrity<br />People relate to people<br />not companies.<br /> -Tony Hsieh<br />ZapposCEO<br />
  8. 8. If you treat them as a “Target Market” and not as People, prepare to get punched in the face.<br />
  9. 9. A Framework for On-line Crisis Management<br />CRISIS<br />PRE-CRISIS<br />POST-CRISIS<br />SOCIAL MEDIA<br />MONITORINGCategory, Product, Competition.<br />WEEKLY<br />DAILY / HOURLY<br />PREPARATION1. List of Influencers2. Infrastructure Set-up<br />1. CREATE + MAINTAIN LIST.2. SET-UP POLICY + WEBSITE & SM CHANNELS<br />KEEP INFLUENCERS INFORMED & ENGAGED.<br />MAINTAIN INFRASTRUCTURE OF DIGITAL ASSETS<br />UPDATE and INFORM on MINOR EVENTS<br />DETAILED UPDATES ON BLOG + WEBSITE<br />ACTIVATE TWITTER + FB WITH ONGOING UPDATES DURING CRISIS (HOURLY/DAILY)<br />RESPONSE<br />OWN ALL SEARCH TERMS + ENHANCE SEO ON SPECIFIC CRISIS-RELATED SEARCH TERMS.<br />- VERY IMPORTANT!<br />SEARCH / SEO<br />MAINTAIN SEO + SEARCH TERMS ON BRAND<br />CREATE SEARCH TERMS<br />PRE-CRISIS<br />POST-CRISIS<br />CRISIS<br />
  10. 10. Respond! <br />Decide who answers which relevant query<br />Brand Team?<br />Customer Services?<br />Agency?<br />PR?<br />Senior Executives?<br />Be honest, open and clear. – you will be caught out if you hide anything. – Be HUMAN!<br />KEEP IT SIMPLE, STUPID! (KISS Principle)<br />
  11. 11. Own it.<br />Make Sure you know…<br />Who is the first contact<br />Who responds to which category of query/ responses<br />Establish set guidelines around responses to specific questions pertinent to your brand.<br />How to respond (also set up training for this).<br />
  12. 12. Key Elements in Dealing with Digital Crisis Management<br />Start listening now… to all your relevant social media around your brand.<br />Identify the top online influencers for your brand (and begin building relationships) – Bloggers, Tweeters, etc.<br />Develop a policy for all your communication online (e.g. Twitter, Blog, YouTube)<br />Establish Social Media Engagement Guidelines across all relevant departments in your team – PR, Brand, Customer Services.<br />
  13. 13. Any Questions?<br />Muhammad Karim<br />Email: muhammad@karim.co.za<br />Twitter: @mkarim<br />

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