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Crisis Management in the Digital World

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Engauge
Engauge

Crisis Management in the Digital World, presented by Rene Smith (@Reenazoid) at Digital Atlanta 2012

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Crisis Management in the Digital World Rene Smith Social Engagement Manager Engauge @reenazoid
A Little About Me @reenazoid #DigATL
A Crisis Can Happen to Anyone.
A Crisis Can Happen to Anyone @reenazoid #DigATL
A Crisis Can Happen to Anyone @reenazoid #DigATL
A Crisis Can Happen to Anyone "With this many Flo's, you could be screwed out of your progressive policy payout TEN TIMES all at once!" @reenazoid #DigATL
A Crisis Can Happen to Anyone 7
What Constitutes a Crisis?
3 Key Elements of a Crisis @reenazoid #DigATL
3 Key Elements of a Crisis 1. An Unexpected Event @reenazoid #DigATL
3 Key Elements of a Crisis 2. Threat to organizations goals and image @reenazoid #DigATL
3 Key Elements of a Crisis 3. Short Decision Time @reenazoid #DigATL
The Crisis Lifecycle
Volume of Chatter Crisis Lifecycle Crisis Preparation Catalyst Response Recovery @reenazoid #DigATL
Phase 1: Crisis Preparation
5 Keys to Crisis Preparation 1. Develop an action plan 2. Build relationships 3. Response matrix 4. Escalation plan 5. Employee social media policy @reenazoid #DigATL
Develop an Action Plan @reenazoid #DigATL
Establish a Crisis Team Community Manager Brand Manager Public Relations Corp. Communication Customer Service Analyst Legal C-Suite Executives @reenazoid #DigATL
Identify Levels of Crisis Code Yellow Code Orange Code Red Off the Charts Consumer issue Multiple complaints on Extensive social chatter Extensive social chatter involving identified buzz the same issue Some media coverage Extensive media coverage words @reenazoid #DigATL
Define Roles and Responsibilities Identify issue Crisis Crisis with Management Crisis Escalation and Management Plan Activation Averted moderation on Standby Scenario Sample No more posts Identify issue Posts on Consumers continue to activate online. Major News outlet picks up seen on page for with moderation Facebook page the story, driving users to continue to post on Facebook. 6 hours Community manager Brand responds to Identify spike PR, Corp. alerts brand issue on appropriate Communication and Social, PR, Legal and Sentiment category managers Crisis Plan in negative channel. Activation legal alerted to the Corp. Comm team stablished to activity or issue. work to prepare a monitor specific Analyst activates Social Influencers articles being response, escalation trend on listening respond on page as shared on Brand discontinues acknowledging and daily, weekly and consumers, monthly level. regularly scheduled addressing the issue. social Social Influencer circulating correct posts. briefed information. Community Community Community Community Involved Manager, Brand Manager, Brand Parties Community Manager, Brand Manager, Brand Social Agency, Manager Manager, Manager, PR, Manager, Manager Social Brand Manager Analyst, Social Corp. Comm, Analyst influencers influencers legal, C-Suite Execs @reenazoid #DigATL
Establish a Timeline 1-4 Hours 4-8 Hours 4-24 Hours 24-48 Hours Escalate issue to key Analyze volume and Craft response(s) Post response stakeholders sentiment Obtain proper approvals Continue to monitor Publicly acknowledge Provide recommended the situation response @reenazoid #DigATL
Build Relationships with Influencers It only takes 10% of a population to convince the majority to adopt a belief. (RPI, 7/11) @reenazoid #DigATL
Create a Response Matrix @reenazoid #DigATL
Develop an Escalation Plan Community Manager Code Yellow Code Orange Code Red Off the Charts Customer Service Analyst Brand Manager Public Relations Corp. Communication Legal C-Suite Executives @reenazoid #DigATL
Establish an Employee Social Media Policy @reenazoid #DigATL
Phase 2: Crisis Catalyst
An Unexpected Event @reenazoid #DigATL
Monitor the Situation Social Community Listening Management Trends Sentiment Volume Influencers @reenazoid #DigATL
Phase 3: Crisis Response
Crisis Response “Responding to word of mouth in times of crisis is not enough.” – Brian Solis @reenazoid #DigATL
Follow the Established Crisis Plan @reenazoid #DigATL
Acknowledge the Situation @reenazoid #DigATL
Be Clear in Responses @reenazoid #DigATL
Don’t be Afraid to Apologize @reenazoid #DigATL
Call on Brand Spokespeople @reenazoid #DigATL
Communicate Through Appropriate Channels @reenazoid #DigATL
Evaluate Response Tactics @reenazoid #DigATL
Phase 4: Crisis Recovery
Crisis Recovery “Effective crisis management does not end when the social chatter subsides.” - Me @reenazoid #DigATL
Crisis Recovery You need to continue to monitor ask yourself these questions: @reenazoid #DigATL
Crisis Recovery 1. Was it limited to social? 2. What is the volume? 3. What is the sentiment? 4. How has it impacted your search results? 5. When should you return to business as usual? @reenazoid #DigATL
Dos & Don’ts of Crisis Management
Do 1. Be proactive 2. Follow established crisis plan 3. Acknowledge the situation 4. Be clear in responses 5. Communicate using appropriate channels @reenazoid #DigATL
Don’t 1. Operate business as usual 2. Ignore the situation and hope it will go away (it won’t) 3. Delete posts 4. Be afraid to apologize 5. Stop monitoring @reenazoid #DigATL
Questions? Rene Smith #DigATL @reenazoid

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Crisis Management in the Digital World

  • 1. Crisis Management in the Digital World Rene Smith Social Engagement Manager Engauge @reenazoid
  • 2. A Little About Me @reenazoid #DigATL
  • 3. A Crisis Can Happen to Anyone.
  • 4. A Crisis Can Happen to Anyone @reenazoid #DigATL
  • 5. A Crisis Can Happen to Anyone @reenazoid #DigATL
  • 6. A Crisis Can Happen to Anyone "With this many Flo's, you could be screwed out of your progressive policy payout TEN TIMES all at once!" @reenazoid #DigATL
  • 7. A Crisis Can Happen to Anyone 7
  • 9. 3 Key Elements of a Crisis @reenazoid #DigATL
  • 10. 3 Key Elements of a Crisis 1. An Unexpected Event @reenazoid #DigATL
  • 11. 3 Key Elements of a Crisis 2. Threat to organizations goals and image @reenazoid #DigATL
  • 12. 3 Key Elements of a Crisis 3. Short Decision Time @reenazoid #DigATL
  • 14. Volume of Chatter Crisis Lifecycle Crisis Preparation Catalyst Response Recovery @reenazoid #DigATL
  • 15. Phase 1: Crisis Preparation
  • 16. 5 Keys to Crisis Preparation 1. Develop an action plan 2. Build relationships 3. Response matrix 4. Escalation plan 5. Employee social media policy @reenazoid #DigATL
  • 17. Develop an Action Plan @reenazoid #DigATL
  • 18. Establish a Crisis Team Community Manager Brand Manager Public Relations Corp. Communication Customer Service Analyst Legal C-Suite Executives @reenazoid #DigATL
  • 19. Identify Levels of Crisis Code Yellow Code Orange Code Red Off the Charts Consumer issue Multiple complaints on Extensive social chatter Extensive social chatter involving identified buzz the same issue Some media coverage Extensive media coverage words @reenazoid #DigATL
  • 20. Define Roles and Responsibilities Identify issue Crisis Crisis with Management Crisis Escalation and Management Plan Activation Averted moderation on Standby Scenario Sample No more posts Identify issue Posts on Consumers continue to activate online. Major News outlet picks up seen on page for with moderation Facebook page the story, driving users to continue to post on Facebook. 6 hours Community manager Brand responds to Identify spike PR, Corp. alerts brand issue on appropriate Communication and Social, PR, Legal and Sentiment category managers Crisis Plan in negative channel. Activation legal alerted to the Corp. Comm team stablished to activity or issue. work to prepare a monitor specific Analyst activates Social Influencers articles being response, escalation trend on listening respond on page as shared on Brand discontinues acknowledging and daily, weekly and consumers, monthly level. regularly scheduled addressing the issue. social Social Influencer circulating correct posts. briefed information. Community Community Community Community Involved Manager, Brand Manager, Brand Parties Community Manager, Brand Manager, Brand Social Agency, Manager Manager, Manager, PR, Manager, Manager Social Brand Manager Analyst, Social Corp. Comm, Analyst influencers influencers legal, C-Suite Execs @reenazoid #DigATL
  • 21. Establish a Timeline 1-4 Hours 4-8 Hours 4-24 Hours 24-48 Hours Escalate issue to key Analyze volume and Craft response(s) Post response stakeholders sentiment Obtain proper approvals Continue to monitor Publicly acknowledge Provide recommended the situation response @reenazoid #DigATL
  • 22. Build Relationships with Influencers It only takes 10% of a population to convince the majority to adopt a belief. (RPI, 7/11) @reenazoid #DigATL
  • 23. Create a Response Matrix @reenazoid #DigATL
  • 24. Develop an Escalation Plan Community Manager Code Yellow Code Orange Code Red Off the Charts Customer Service Analyst Brand Manager Public Relations Corp. Communication Legal C-Suite Executives @reenazoid #DigATL
  • 25. Establish an Employee Social Media Policy @reenazoid #DigATL
  • 26. Phase 2: Crisis Catalyst
  • 27. An Unexpected Event @reenazoid #DigATL
  • 28. Monitor the Situation Social Community Listening Management Trends Sentiment Volume Influencers @reenazoid #DigATL
  • 29. Phase 3: Crisis Response
  • 30. Crisis Response “Responding to word of mouth in times of crisis is not enough.” – Brian Solis @reenazoid #DigATL
  • 31. Follow the Established Crisis Plan @reenazoid #DigATL
  • 32. Acknowledge the Situation @reenazoid #DigATL
  • 33. Be Clear in Responses @reenazoid #DigATL
  • 34. Don’t be Afraid to Apologize @reenazoid #DigATL
  • 35. Call on Brand Spokespeople @reenazoid #DigATL
  • 36. Communicate Through Appropriate Channels @reenazoid #DigATL
  • 37. Evaluate Response Tactics @reenazoid #DigATL
  • 38. Phase 4: Crisis Recovery
  • 39. Crisis Recovery “Effective crisis management does not end when the social chatter subsides.” - Me @reenazoid #DigATL
  • 40. Crisis Recovery You need to continue to monitor ask yourself these questions: @reenazoid #DigATL
  • 41. Crisis Recovery 1. Was it limited to social? 2. What is the volume? 3. What is the sentiment? 4. How has it impacted your search results? 5. When should you return to business as usual? @reenazoid #DigATL
  • 42. Dos & Don’ts of Crisis Management
  • 43. Do 1. Be proactive 2. Follow established crisis plan 3. Acknowledge the situation 4. Be clear in responses 5. Communicate using appropriate channels @reenazoid #DigATL
  • 44. Don’t 1. Operate business as usual 2. Ignore the situation and hope it will go away (it won’t) 3. Delete posts 4. Be afraid to apologize 5. Stop monitoring @reenazoid #DigATL