Crisis Management in Social Media Marketing

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Great #Fails in Social Media and What You Can 
Do to Protect Your Brand in the Event of a Crisis

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Crisis Management in Social Media Marketing

  1. 1. nick westergaard | branddrivendigital.com Crisis ManagementGreat #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis
  2. 2. #UImktg @nickwestergaard
  3. 3. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  4. 4. social media crisis management ‣ The Truth About Social Media Mistakes ‣ The Root Causes of Social Media Crisis ‣ How to Be a First Responder ‣ A Tale of Two Airlines ‣ Finally (For Fun)
  5. 5. The Truth About 
 Social Media Mistakes 1
  6. 6. First, the truth … ‣ Mistakes happen ‣ More often today — unidirectional vs. multidirectional ‣ More human media (people talking with people), 
 more risk (people can talk back)
  7. 7. leadership fears the angry mob Photo via Flickr user Robert Course-Baker
  8. 8. beware #Fail culture
  9. 9. never forget
  10. 10. what to do when things go bad?
  11. 11. The Root Causes 
 of Social Media Crisis 2
  12. 12. What are the seeds of crisis? ‣ Misaligned strategy ‣ Insensitive community management ‣ Poor staffing/training decisions ‣ Failure to listen
  13. 13. sound strategy defeats many of these
  14. 14. misaligned strategy: Jp morgan FOR THE NEXT 6 HRS!
  15. 15. misaligned strategy: Starbucks #racetogether
  16. 16. insensitive community management: nestle
  17. 17. insensitive community management: Luton airport
  18. 18. insensitive community management: home depot RACIST
  19. 19. insensitive community management: ragu
  20. 20. insensitive community management: shutterfly
  21. 21. Poor staffing/training: chrysler
  22. 22. Poor staffing/training: 1-800-flowers
  23. 23. Failure to listen & staffing: motrin
  24. 24. Failure to listen: Celeb boutique
  25. 25. insensitive to solemn events: epicurious
  26. 26. bottom line Photo via Flickr user L.C. Nøttaasen
  27. 27. with great power, comes great responsibility Photo via Flickr user Piano Piano!
  28. 28. RELEVANCE rules
  29. 29. most can be prevented by thinking Photo via Flickr user dire schaefer
  30. 30. but what about when you can’t …?
  31. 31. How to Be a First Responder 3
  32. 32. need a process for sounding the alarm
  33. 33. 95%of unhappy customers will not complain in a way you can find Source: Jay Baer/Edison Research
  34. 34. 3%of customer service tweets actually contain a company’s username or @ handle Source: Jay Baer/Edison Research
  35. 35. Know your haters ‣ Offstage Haters — Complain in private (telephone, email). They are older and less tech savvy. Offstage haters want an answer. ‣ Onstage Haters — Complain in public (social media, reviews). Younger, tech savvy. Onstage haters want an audience.
  36. 36. 66%complain offstage (telpephone, email) 34%complain onstage (social media, reviews)
  37. 37. who to involve?
  38. 38. have to build a …
  39. 39. prepare your response ‣ Speed matters — every second it gets worse ‣ Transparency is key — are you ready? ‣ What happens next? Actions? Follow up?
  40. 40. 39%of social media complainers expect a response within one hour yet the average response time is five hours Source: Jay Baer/Edison Research
  41. 41. 71%of social media complaints are 
 logged on Facebook Source: Jay Baer/Edison Research
  42. 42. k-Mart Response: More layers needed TWEETED THIS RESPONSE 100x
  43. 43. ‘sorry’ is a good start
  44. 44. we are a forgiving culture
  45. 45. making a pre-emptive response WRIGLEY’S RESPONSE 
 (Skittles Parent Co.) Skittles are candy. Refugees are people. 
 We don't feel it's an appropriate analogy. 
 We will respectfully refrain from further commentary as anything we say could be misinterpreted as marketing.
  46. 46. create additional life preservers ‣ Create a central hub online for your crisis response communications such as website, blog, or microsite ‣ Include a detailed FAQ ‣ Provide avenues for contacting someone and follow-up actions ‣ Train staff on how to respond appropriately — talking points
  47. 47. when good conversations go bad Photo via Flickr user Alan Levine
  48. 48. Dealing with upset community members ‣ Acknowledge their right to be upset ‣ Apologize ‣ Assert clarity in your policy (if needed) ‣ Assess what will help them ‣ Act! ‣ Abdicate because ... Source: No Bullshit Social Media/Falls & Deckers
  49. 49. you can’t feed the trolls – reply only twice Photo via Flickr user Eirik Solheim
  50. 50. jay baer Hugging your haters doesn’t mean the customer is always right, but it does mean the customer is always answered.” “
  51. 51. the final plan ISSUES MANAGEMENT RESPONSE FLOWCHART melissaagnes.com Does the situation risk escalating further? Are the facts correct? Can we easily correct them and regain control of the situation? Publish a sincere response that addresses the situation and makes an affirmative statement. Focus on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Publish a sincere and honest response. Apologize if an apology is due. Focus on building / strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Can we easily put the issue to bed with a sincere and honest response? Monitor the situation and let our community come to our defence. Consider responding to individual comments and questions with the aim of strengthening relationships. Publish a sincere response that addresses the issue. Apologize if an apology is due and focus on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Publish a sincere response that addresses the issue, corrects the misconceptions and focuses on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Monitor the situation. Prepare a sincere response that addresses the issue, apologizes if an apology is due and focuses on strengthening relationships with stakeholders. If the situation begins to garner more attention, publish the response. Continue to monitor and If need be, escalate to crisis team. YES NO YES YES YES YES YES NO NO NO NO YES Monitor and respond to inquiries when appropriate. Is this issue due to a mistake made on our end? Monitor and escalate to crisis team. Does the situation risk negatively impacting our reputation and/ or bottom line for the long-term? Does the situation risk negatively impacting our reputation and/ or bottom line for the long-term? Is our community coming to our defence? YES YESNO NO NO NO NOYES Have we already released a response? Is it garnering a lot of negative attention online? A negative issue has occurredSit back and monitor Respond accordingly Escalate to crisis LEGEND
  52. 52. Practice the plan
  53. 53. work with hr & legal on policy Photo via Flickr user eflon
  54. 54. “Online & Off”to your employee handbook policy tip: add the phrase
  55. 55. not answering the “social phone” is a big #fail Photo via Flickr user nate steiner
  56. 56. A Tale of Two Airlines 4
  57. 57. airlines are #fail magnets Photo via Flickr user Sebastian Fuss
  58. 58. 15 millionviews to date — stock fell 10% after video went viral
  59. 59. jet blue: apology & promise
  60. 60. Finally (For Fun) 5
  61. 61. two hacks Photo via Flickr user Mike Mozart
  62. 62. fake hacks Photo via Flickr user Mike Mozart
  63. 63. and then there’s this …
  64. 64. Source: Washington Post
  65. 65. don’t forget kanye Photo via Flickr user Jason Persse “I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he SELLS ALL THIS S--T PRODUCT to everybody, his whole thing is based off of SELLING SH--T PRODUCT.”
  66. 66. humor can help
  67. 67. being human is always best
  68. 68. key take-aways ‣ Be a first responder ‣ Plan the work — work the plan ‣ Time and transparency matter — remember the differences between offstage and onstage haters ‣ We are a forgiving culture — acknowledge, apologize, act, and move on
  69. 69. next up: Organizational Impact
  70. 70. #UImktg @nickwestergaard
  71. 71. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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