Digital crises management nz social media forum june 2013

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  • The row started when the Nestlé's moderator wrote: "We welcome your comments, but please don't post using an altered version of any of our logos as your profile pic - they will be deleted."When one commentator protested the attitude was "Big Brotherish", Nestléreiterated its position, telling him "that's a new understanding of intellectual property rights".After he replied that this was not the way to "win friends in the social media space", Nestlé hit back: "Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus."Challenged further over its stance, Nestlé replied: "Oh please .. it's like we're censoring everything to allow only positive comments."As more people entered the fray, Nestlé defended its position, going so far as to correct one critic's grammar, telling her: "I think you missed out the 'not' there, Helen."The row has attracted much criticism online of Nestlé's marketing tactics, with many describing it as a "social media fail".
  • Consider whether your advertising strikes the wrong tone, or seems insensitive in view of the crisis. When Oscar Pistorius was arrested for the shooting of ReenaSteencamp Nike was quick to pull this advertising which used a bullet metaphor.
  • After making a tasteless story about the Northland council worker who was attacked with bleach, online satirical newspaper offered this masterclass in apologising which gained 874 likes
  • Digital crises management nz social media forum june 2013

    1. 1. DigitalCrisisManagement -Yourcrisisonspeed NicholasO’Flaherty ManagingDirector,Social@Ogilvy Twitter: @NickOFlaherty LinkedIn: nz.linkedin.com/in/nicholasoflaherty/ NZ Social Media Forum June 2013
    2. 2. Businesses have always made mistakes but….
    3. 3. Today our mistakes are played out… 1. Real time 2. Mass audience 3. Cached and viewable in perpetuity 4. Story telling is two way
    4. 4. Why we need a new approach to crisis management Consumers turn first to search….. And search favours the fresh and viral
    5. 5. 1. Readiness 1. Work out your teams for each scenario 2. Create a ‘team finder’ 3. Create a ‘dark site’ 4. Proactive engagement 5. Know your ‘badvocates’
    6. 6. 2. Radar 1. Put listening in place 2. Evaluate the threat 3. Get house rules in order 1. Put listening in place 2. Evaluate the threat 3. Get house rules in order
    7. 7. 3. Response 1. Stand upright 2. Stick to the playbook
    8. 8. Don’t be a dick
    9. 9. 3. Response 1. Stand upright 2. Stick to the playbook 3. Pull ‘tone deaf’ advertising
    10. 10. Pull ‘tone deaf’ advertising
    11. 11. 3. Response 1. Stand upright 2. Stick to the playbook 3. Pull ‘tone deaf’ advertising 4. Create relevant content 5. Choose the right platform 6. Make sure you can be found online 7. If you’re going to apologise…
    12. 12. 4. Recovery 1. Maintain communications 2. Reporting and learning
    13. 13. Nicholas O’Flaherty Managing Director, Social@Ogilvy 021 303-181 nicholas.oflaherty@ogilvy.co.nz Twitter: @NickOflaherty Linkedin: nz.linkedin.com/in/nicholasoflaherty Connect with us

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