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Crisis

What this means for social and why it’s all
going to be ok
Debunking a few myths/
Golden rules/
The Lynx Challenge/
What do you need to prepare?/
Debunking a few myths/

Naughty journalists…
Trade publications love a crisis; and often create a storm in a teacup. While corporate
reputation is important, taking a measured view is key
Social media crisis are no different to any other marketing crisis; they‟re just much, much
quicker and a lot more visible
Most „social media‟ crises are nothing more than bad customer service
Golden rules/

Number one
Accept and acknowledge
Your first
response
should always
be “yes, we
realise
something has
happened”
even if you
have ZERO
answers.

This will stem
the tide of “hey
company, did
you know?”
messages.
Golden rules/

Number two
Accept and acknowledge
Don‟t stick your head in the sand
89% consumers began doing business
with a competitor following a
poor customer experience.
50% of consumers give a brand only one
week to respond to a question
before they stop doing business with
them.
Source: RightNow Customer Experience Impact study Oct
2012
Golden rules/

Number three
Accept and acknowledge
Don‟t stick your head in the sand
Remember what you already know
During the two-day network
outage, new Twitter followers
increased from an average
of 155 to 13,500 per day.
O2 quickly became a hot
topic, with a 4,836 percent
uplift in people
talking, @replying and retweeting.
status.o2.co.uk
news.o2.co.uk

o2.co.uk
community.o2.co.uk
twitter.com/o2
facebook.com/o2uk
Direct

Rising above it

Personalisatio
n
Humour

Being humble
Golden rules/

Number four
Accept and acknowledge
Don‟t stick your head in the sand
Remember what you already know
Be authentic
FedEx recorded an apology video with Matthew Thornton, senior VP
of FedEx's US operations.
In it he said that: “As the leader of our pickup and delivery
operations across America, I want you to know that I was
upset, embarrassed, and very sorry for our customer’s poor
experience. This goes directly against everything we have always
taught our people and expect of them. It was just very
disappointing.”
Golden rules/

Number five
Accept and acknowledge
Don‟t stick your head in the sand
Remember what you already know
Be authentic
Mirror the correct channel of communication
Golden rules/

Number six
Accept and acknowledge
Don‟t stick your head in the sand
Remember what you already know
Be authentic
Mirror the correct channel of communication
Get the message out there
1. JetBlue keeps passengers onboard at
JFK airport in new York City for up to 14
hours on Valentine‟s Day, 2007

2.

3. Saturday, October 29, 2011. JetBlue
Flight 504 departed Fort Lauderdale, FL
for Newark, NJ. An unusual October
snow storm moved into the northeast
causing flight problems for Newark and
other nearby airports.
“Unfortunately, no official statement
appeared on the JetBlue web site within
24 hours of the crisis. Most of the news
stories noted a representative for the
Bradley International Airport was not
available for comment. Hence, the airport
was silent immediately after the crisis.”
- PR Strategy & Application
4. March 2012: JetBlue Flight 191 lands in
Amarillo, Texas, where it was diverted after the
captain began yelling about „bombs on board‟.
Golden rules/

Number six
Accept and acknowledge
Don‟t stick your head in the sand
Remember what you already know
Be authentic
Mirror the correct channel of communication
DON‟T PANIC!
The Lynx Challenge/

The problem
The Lynx Challenge/

Context
In February 2012 the „Lynx Challenge‟ became a trending topic on Twitter.

Young guys were actively participating and putting the videos on social spaces.
Participants were posting on our FB page.
Solvent abuse is incredibly dangerous so we needed to shut the conversations down and
fast!
The Lynx Challenge/

The solution
Initial response was to delete the videos from Facebook. We actively monitored Twitter to see what the general
consensus was. Luckily most were negative and anti the activity.
Contacted YouTube and asked for the videos to be removed for Health and Safety reasons.

If the chatter didn‟t die down we thought that a good response would be to purchase a promoted
tweet, containing either a shortened form of the Unilever response, or a link to the full response.
This would get the message in front of people who are searching and finding this on Twitter, they would see
our tweet first before they see the videos and other tweets.
It will also show that Lynx is responsive and understands the platform. Ideally the shortened version of the
tweet would be in Lynx‟s TOV.
The activity peaked at around 5am
GMT which implies most of the
conversation during the peak
happened outside of the UK. This is
reinforced by the number of mentions
from Australia and USA. Most of the
2,183 mentions occurred on
Twitter, likely driven by the trending
topic. This is supported by the fact
that the activity dropped off in the
morning after the trend ended.
How to prepare/

What do I need to do?
Invest in social listening; and outline rules for who‟s going to watch this
Decide what constitutes a crisis:
– If you don‟t know any more than the public
– When a distinctly different line of negative conversation happens
– If something has a material affect on a company

Create an escalation chart
Prepare an FAQ
Prepare to give people an outlet on an owned space (requires senior education)
Know when to take it offline, sometimes you‟ll never win (remember rule of three)
If you can‟t get a video of your CEO
online from anywhere in the world in
four hours, you need to plan more

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Crisis in social media; why it's not the end of the world

  • 1.
  • 2. Crisis What this means for social and why it’s all going to be ok
  • 3. Debunking a few myths/ Golden rules/ The Lynx Challenge/ What do you need to prepare?/
  • 4. Debunking a few myths/ Naughty journalists… Trade publications love a crisis; and often create a storm in a teacup. While corporate reputation is important, taking a measured view is key Social media crisis are no different to any other marketing crisis; they‟re just much, much quicker and a lot more visible Most „social media‟ crises are nothing more than bad customer service
  • 6. Your first response should always be “yes, we realise something has happened” even if you have ZERO answers. This will stem the tide of “hey company, did you know?” messages.
  • 7. Golden rules/ Number two Accept and acknowledge Don‟t stick your head in the sand
  • 8. 89% consumers began doing business with a competitor following a poor customer experience. 50% of consumers give a brand only one week to respond to a question before they stop doing business with them. Source: RightNow Customer Experience Impact study Oct 2012
  • 9. Golden rules/ Number three Accept and acknowledge Don‟t stick your head in the sand Remember what you already know
  • 10. During the two-day network outage, new Twitter followers increased from an average of 155 to 13,500 per day. O2 quickly became a hot topic, with a 4,836 percent uplift in people talking, @replying and retweeting.
  • 14. Golden rules/ Number four Accept and acknowledge Don‟t stick your head in the sand Remember what you already know Be authentic
  • 15. FedEx recorded an apology video with Matthew Thornton, senior VP of FedEx's US operations. In it he said that: “As the leader of our pickup and delivery operations across America, I want you to know that I was upset, embarrassed, and very sorry for our customer’s poor experience. This goes directly against everything we have always taught our people and expect of them. It was just very disappointing.”
  • 16. Golden rules/ Number five Accept and acknowledge Don‟t stick your head in the sand Remember what you already know Be authentic Mirror the correct channel of communication
  • 17.
  • 18. Golden rules/ Number six Accept and acknowledge Don‟t stick your head in the sand Remember what you already know Be authentic Mirror the correct channel of communication Get the message out there
  • 19. 1. JetBlue keeps passengers onboard at JFK airport in new York City for up to 14 hours on Valentine‟s Day, 2007 2. 3. Saturday, October 29, 2011. JetBlue Flight 504 departed Fort Lauderdale, FL for Newark, NJ. An unusual October snow storm moved into the northeast causing flight problems for Newark and other nearby airports. “Unfortunately, no official statement appeared on the JetBlue web site within 24 hours of the crisis. Most of the news stories noted a representative for the Bradley International Airport was not available for comment. Hence, the airport was silent immediately after the crisis.” - PR Strategy & Application
  • 20. 4. March 2012: JetBlue Flight 191 lands in Amarillo, Texas, where it was diverted after the captain began yelling about „bombs on board‟.
  • 21. Golden rules/ Number six Accept and acknowledge Don‟t stick your head in the sand Remember what you already know Be authentic Mirror the correct channel of communication DON‟T PANIC!
  • 23. The Lynx Challenge/ Context In February 2012 the „Lynx Challenge‟ became a trending topic on Twitter. Young guys were actively participating and putting the videos on social spaces. Participants were posting on our FB page. Solvent abuse is incredibly dangerous so we needed to shut the conversations down and fast!
  • 24. The Lynx Challenge/ The solution Initial response was to delete the videos from Facebook. We actively monitored Twitter to see what the general consensus was. Luckily most were negative and anti the activity. Contacted YouTube and asked for the videos to be removed for Health and Safety reasons. If the chatter didn‟t die down we thought that a good response would be to purchase a promoted tweet, containing either a shortened form of the Unilever response, or a link to the full response. This would get the message in front of people who are searching and finding this on Twitter, they would see our tweet first before they see the videos and other tweets. It will also show that Lynx is responsive and understands the platform. Ideally the shortened version of the tweet would be in Lynx‟s TOV.
  • 25. The activity peaked at around 5am GMT which implies most of the conversation during the peak happened outside of the UK. This is reinforced by the number of mentions from Australia and USA. Most of the 2,183 mentions occurred on Twitter, likely driven by the trending topic. This is supported by the fact that the activity dropped off in the morning after the trend ended.
  • 26. How to prepare/ What do I need to do? Invest in social listening; and outline rules for who‟s going to watch this Decide what constitutes a crisis: – If you don‟t know any more than the public – When a distinctly different line of negative conversation happens – If something has a material affect on a company Create an escalation chart Prepare an FAQ Prepare to give people an outlet on an owned space (requires senior education) Know when to take it offline, sometimes you‟ll never win (remember rule of three)
  • 27. If you can‟t get a video of your CEO online from anywhere in the world in four hours, you need to plan more