Final presentation for Newhouse course, #NewhouseSM4. Topic: "Manage Your Crisis Using Social Media"

1. MANAGE YOUR
CRISIS USING
SOCIAL MEDIA
#NHCrisisComm

2. Meet Our Team
Jillian Marom
@JillyM14
Klout Score: 49
Ashley Seigel
@AshleyJSeigel
Klout Score: 61
Rashaud Thomas
@RadioRashaud
Klout Score: 51
Callan Young
@callan_young
Klout Score: 52
#NHCrisisComm

3. Tweet What
You Know
What do you think is the best social media
platform for crisis management?
Please answer the following question:
#NHCrisisComm@RadioRashaud

4. What is Crisis
Management?
“ A sub-specialty of the public relations profession that is
designed to protect and defend an individual, company, or
organization facing a public challenge to its reputation.”-PRSA
website
PR professionals must work quickly to:
1. Solve the problem
2. Communicate with company's publics
3. Repair the company's reputation
#NHCrisisComm

5. Crisis Management &
Social Media
PR practitioners utilize various social media platforms to:
● Communicate with angry customers
● Solve the problem
● Apologize
● Update publics on the status of the crisis
● Restore the company's reputation
Social media platforms used in crisis management:
#NHCrisisComm

6. Handle Your Crisis (ONLINE)
● Jonathan Hemus talks about the three
ways social media has changed the
face of crisis management.
○ INSIGNIA COMMUNICATIONS
#NHCrisisCom
m#NHCrisisComm
Managing Director, Insignia Communications
@jhemusinsignia
Klout: 49

7. Josh Duke
#NHCrisisCom
m#NHCrisisComm
@Joshmduke
Klout: 58
Standing Dog
Content Manager
and Copywriter

8. ● March 2013, EA announces launch of SimCity
● SimCity required players to be connected to the Internet
● On launch day, heavy traffic caused servers to fail, maintenance
issues & download delays
● The result? Angry customers expressing their frustration via Twitter
EA's SimCity Crisis
#NHCrisisCom
m#NHCrisisComm@Joshmduke

9. EA's Crisis: SimCity
Examples of customers using Twitter to discuss the SimCity crisis:
#NHCrisisCom
m#NHCrisisComm@Joshmduke

10. Repairing EA's Damage
1. Origin, EA's distribution service, used Twitter to
communicate with customers:
#NHCrisisCom
m
2. EA offered its customers a free PC download
game from the EA portfolio
3. An apology on EA's website from Lucy Bradshaw
General Manager:
#NHCrisisComm@Joshmduke

11. The Aftermath of
EA's Crisis
● "With platforms like Twitter, [EA] can
communicate solutions to problems that other
people can search for"
● "Companies should use whatever platform their
customers are on, not simply be on a platform for
the sake of being on a platform"
● "By addressing fans on Twitter, Facebook,
Google+ etc. companies have a much better
chance of voicing their sides of the story"
-Josh Duke
#NHCrisisCom
m#NHCrisisComm@Joshmduke

12. Analytics and
Crisis Management
#NHCrisisComm@Joshmduke
Standing Dog uses
Sprout Social, HootSuite
& Radian6 to measure
reputation management

13. #NHCrisisCom
m
Klout Score: 79
#NHCrisisComm

14. BuzzFeed's
Major Crises
Hurricane Sandy
● Mistakenly distributed online user's fake photos
● Apologized right away, deleted tweets of incorrect photos
● "Straightforward 'mea culpa' type of procedure"
○ "19 Viral Images That Definitely Aren't Hurricane Sandy"
Statistics Dashboard
#NHCrisisComm@michaelhayes

15. BuzzFeed's 2nd
Major Crisis
There were initial tweets from users re-
reporting BuzzFeed's incorrect information.
#NHCrisisComm@michaelhayes

16. BuzzFeed's 2nd
Major Crisis
Soon after, BuzzFeed & other outlets were bashed for their false ID.
#NHCrisisComm@michaelhayes

17. BuzzFeed's 2nd
Major Crisis
● Falsely identified the Newtown Shooter
○ Other media outlets did the same
● "The biggest mess up we've probably had"
● Deleted their post and tweet right away; apologized for RE-reporting CNN's news
● Editor-in-Chief published on BuzzFeed the next day and gave timeline of how the reporting
and false information went down
Sandy Hook Elementary School
#NHCrisisComm@michaelhayes

18. An Social
Media Expert's
Opinion:
Do you think social media
has made it easier or more
challenging to repair a
brand when in a crisis
situation?
● "I've found that people are more forgiving online"
○ The Onion & Quvenzhane Wallis
○ BuzzFeed on The Onion's apology
● A more established brand or company v. new company
● You can come back pretty easily from the majority of crises
#NHCrisisComm@michaelhayes

19. "twitter needs to get more nimble
when it comes to finding fake
accounts and deleting offensive
tweets more efficiently"
*Kevin Ware
#NHCrisisComm@michaelhayes
A Social Media
Expert's
Opinion:
Do you think social media
has made it easier or more
challenging to repair a
brand when in a crisis
situation?

20. Daniel Craig
@dcraig
Klout: 58
Founder of Reknown: an independent
consultancy specializing in social media
strategy and online reputation management for
hotels and the travel industry.
#NHCrisisCom
m#NHCrisisComm

21. Daniel Craig
#NHCrisisCom
m
"If a brand acts swiftly, is transparent and shows
care and concern, the story may become about
how well the brand managed the crisis as
opposed to the crisis itself."
#NHCrisisComm@dcraig

22. Heineken's Crisis
#NHCrisisCom
m
Photos surfaced of a
dogfight with Heineken
banners in the background.
People expressed outrage
at Heineken's possible
involvement.
#NHCrisisComm@dcraig

23. Heineken's Crisis
Heineken issued a prompt
statement on their facebook
page
"An official response is a critical step.
It should be honest and sincere,
should speak to your company’s
credentials, and should be authored
by a senior executive. Post it to one
channel—your website or blog, a
video—and direct all inquiries there."
-Daniel Craig
#NHCrisisComm@dcraig

24. United's Crisis
In 2008, Canadian
musician, Dave Carroll,
saw baggage handlers
throwing around his
$3,500 guitar. He
alerted the flight
attendants who didn't
do anything. When he
arrived at his final
destination, he found
out his guitar was
broken.
#NHCrisisComm

25. United's Crisis
After getting the runaround from United
for 9 months, he made a youtube video
about the incident.To date, it has over
7 million views.
United Airlines failed to respond
quickly to the video and reports show
that their stock price dropped 10%
following the success of the video.
#NHCrisisComm

26. Morgan Johnston
Klout: 65
Manager of Corporate
Communications
Social Media Strategist
#NHCrisisComm#NHCrisisComm@MHJohnston

27. Meeting Morgan
Johnston
#NHCrisisCom
m#NHCrisisComm@MHJohnston

28. Morgan Johnston
#NHCrisisCom
m
“With the growth of social, the need to respond comes as fast as the initial Tweets are seen”
“SM allows us to own our message, talking directly to our customers rather than through the filter
of more established media channels. To a company like JetBlue that values transparency and
direct relationships with our customers, this is an incredible opportunity”
"A social community is likely to quickly start drawing their own conclusions on any story. This
early misinformation can often overpower late-but-accurate statements"
"The value of a sustained direct and honest dialog with customers through social media can be
invaluable in times of crisis. Our focus on those individual connections with our customers, and
the humanity we inspire with open conversations generates a lot of good will. That good will
returns to us as trust in our desire to confront a crisis when they hit"
#NHCrisisComm@MHJohnston

29. How JetBlue PR Responds to ‘erratic’ captain crisis
Captain reportedly flipped out. Walked to the back of the plane and returned to the
cockpit door, which he started beating while screaming about bombs, Iraq, Afghanistan,
and more. The TSA described his behavior as "erratic."
JetBlue Posted a statement to its Blog & Twitter
“Customers have safely deplaned and we’re sending a new aircraft and crew"
http://blog.jetblue.com/index.php/2012/03/27/flight-191/
@MHJohnston
Morgan Johnston
#NHCrisisComm

30. Morgan Johnston
#NHCrisisCom
m
What we learned:
● Customers want to hear the explanation
● Customers can sense authenticity
● Interaction and transparency build engagement
● Issuing a statement quickly
● Releasing information as it is available (without jumping the gun)
● Sticking to consistent messaging, reviewing practices, being transparent
● Engaging questions via social media
Build goodwill through daily engagement
#NHCrisisComm@MHJohnston

31. Some crises you just can't avoid. If that were the case there wouldn't be
people devoted to crisis management. What you can do is address them
quickly and efficiently.
Advice to a brand dealing with a communications crisis for the first time:
Have a crisis plan in place, whether you expect one or not. Thanks to social
media, the rate at which good or bad information can spread is increased. If a
plan is not in place, seconds won't enough to get the situation under control.
The Current
& The Future
#NHCrisisCom
m#NHCrisisComm

32. Social media strategist, Daniel Craig, suggests
brands follow these steps to handle a crisis.
1. Act quickly to contain it
2. Publish an official response
3. Monitor commentary
4. Rally supporters
The Current
& The Future
#NHCrisisCom
m#NHCrisisComm

33. Strategists believe the future of crisis management
will be in pre-crisis communication and tools that
will help monitor the conversation.
The Current
& The Future
#NHCrisisCom
m#NHCrisisComm

34. The Current
& The Future
#NHCrisisCom
m#NHCrisisComm

35. Thank you!
#NHCrisisComm
@jhemusinsignia
@joshmduke
@michaelhayes
@dcraig
@MHJohnston