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Rewriting the crisis
handbook for social
#smwbrandfail
Sept. 25,2013
2
"You never want a serious crisis to go to waste.
And what I mean by that is an opportunity to do
things you think you could not do before.“
– Mayor Rahm Emanuel
3
You call this an opportunity?
4
Absolutely.
5
Why most crises don’t typically
feel like an “opportunity”
Protocols don’t exist or policies haven’t been updated
Situation often misdiagnosed as a ‘social media’ crisis
Resources and training haven’t been allocated
6
When asked,“how
often social media
policies are updated?”
52.9% responded
“less than annually”
THISTHISTHISTHIS
DEPARTMENTDEPARTMENTDEPARTMENTDEPARTMENT
HAS WORKEDHAS WORKEDHAS WORKEDHAS WORKED
DAYSDAYSDAYSDAYS
WITHOUT AWITHOUT AWITHOUT AWITHOUT A
SOCIALSOCIALSOCIALSOCIAL
MEDIAMEDIAMEDIAMEDIA
INCIDENTINCIDENTINCIDENTINCIDENT
THISTHISTHISTHIS
DEPARTMENTDEPARTMENTDEPARTMENTDEPARTMENT
HAS WORKEDHAS WORKEDHAS WORKEDHAS WORKED
DAYSDAYSDAYSDAYS
WITHOUT AWITHOUT AWITHOUT AWITHOUT A
SOCIALSOCIALSOCIALSOCIAL
MEDIAMEDIAMEDIAMEDIA
INCIDENTINCIDENTINCIDENTINCIDENT
Do not operate heavy marketing machinery without a preparedness plan
Altimeter’s ‘Guarding the social gates: The imperative for social
media risk management,’ August 9 2012, by Alan Webber
7
“Which part(s) of the
organization have a role in
managing social media risk?”
Majority (42.1%) said
social media teams
( 7.9% said PR,2.6% said Digital)
Altimeter’s ‘Guarding the social gates: The imperative for social
media risk management,’ August 9 2012, by Alan Webber
8
Of those surveyed,majority (43%) “dedicated less
than one FTE to social media risk management”
Altimeter’s ‘Guarding the social gates: The imperative for social
media risk management,’ August 9 2012, by Alan Webber
9
What we’ll cover today
Challenge conventional crisis management rules
Reinforce why social media matters in a crisis
Identify questions every brand should ask in a crisis
10
11
Challenge conventional crisis management
12
First rule in a crisis: Communicate,
communicate,communicate
13
First rule in a crisis: Any content is fair
game,and can usurp a formal statement
14
Take responsibility,empathize
and do so early on
15
If you take responsibility include an action,
even if it takes a little longer to do so
16
Centralize all information
17
Optimize all information
18
Identify key stakeholders
19
If you don’t have allies now,
you’re not going to get them
20
Communicate with employees
21
Over communicate social media policies
to employees often,and especially at the
start of a crisis
22
Establish a crisis team
23
Establish thresholds and tolerances
24
Respect the role of “media”
25
Respect those who deserve it,agree on
how to handle those who don’t
26
Reinforce why social media matters in a crisis
27
It’s just a tweet,right?
28
“If you’ve heard anything about the brand in the last two
weeks,through advertising,news or word of mouth,was
it positive or negative?”
YouGov BrandIndex analysis of fast food brands, October 2012
Wrong
29
These are more than engagements,
they’re recommendations
Zocalo Group Recommendation Study, August 2013
30
But,are there times when a brand
shouldn’t engage?
Highly Recommended, Paul Rand, September 2013
Hear
Me’s
Reputation
Terrorists
Competitive
Destroyer
Want to be
acknowledged
Want to inspire
change
Want to do
harm
31
Identify questions every brand should ask in a crisis
32
Is this a ‘social media’ crisis?
33
Do we have an action to
accompany our response?
34
Are we aligned internally?
35
Where would we like people to go?
36
Where is the conversation occurring and
when should or shouldn’t we engage it?
37
Are we clear on what our voice was before
this crisis began,and is it appropriate now?
38
Once we engage,what is our
protocol moving forward?
39
How are we incorporating paid
tools to reach the right people?
40
How are we tracking search ranking?
41
Who else can help us out there?
42
How are we benchmarking the chatter,
measuring it,and defining success?
43
What is our plan once this is over?
44
12 questions every brand should ask during
(and ideally before) a social media crisis
1. Is this in fact a ‘social media’ crisis?
2. Do we have an action to accompany our response?
3. Are we aligned internally?
4. Where would we like people to go?
5. Where is the conversation occurring, and when
should or shouldn’t we engage it?
6. Are we clear on what our voice was before this crisis
began, and is it appropriate now?
7. Once we engage, what is our protocol?
8. How are we incorporating paid social tools?
9. How are we tracking search ranking?
10. Who else can help us out there?
11. How are we benchmarking the chatter, measuring it,
and defining success?
12. What is our plan once this is over?
Thank youMichael Stern
SVP/Group Acct Director
@michaelstern
mstern@zocalogroup.com

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Rewriting the Crisis Handbook for Social

  • 1. Rewriting the crisis handbook for social #smwbrandfail Sept. 25,2013
  • 2. 2 "You never want a serious crisis to go to waste. And what I mean by that is an opportunity to do things you think you could not do before.“ – Mayor Rahm Emanuel
  • 3. 3 You call this an opportunity?
  • 5. 5 Why most crises don’t typically feel like an “opportunity” Protocols don’t exist or policies haven’t been updated Situation often misdiagnosed as a ‘social media’ crisis Resources and training haven’t been allocated
  • 6. 6 When asked,“how often social media policies are updated?” 52.9% responded “less than annually” THISTHISTHISTHIS DEPARTMENTDEPARTMENTDEPARTMENTDEPARTMENT HAS WORKEDHAS WORKEDHAS WORKEDHAS WORKED DAYSDAYSDAYSDAYS WITHOUT AWITHOUT AWITHOUT AWITHOUT A SOCIALSOCIALSOCIALSOCIAL MEDIAMEDIAMEDIAMEDIA INCIDENTINCIDENTINCIDENTINCIDENT THISTHISTHISTHIS DEPARTMENTDEPARTMENTDEPARTMENTDEPARTMENT HAS WORKEDHAS WORKEDHAS WORKEDHAS WORKED DAYSDAYSDAYSDAYS WITHOUT AWITHOUT AWITHOUT AWITHOUT A SOCIALSOCIALSOCIALSOCIAL MEDIAMEDIAMEDIAMEDIA INCIDENTINCIDENTINCIDENTINCIDENT Do not operate heavy marketing machinery without a preparedness plan Altimeter’s ‘Guarding the social gates: The imperative for social media risk management,’ August 9 2012, by Alan Webber
  • 7. 7 “Which part(s) of the organization have a role in managing social media risk?” Majority (42.1%) said social media teams ( 7.9% said PR,2.6% said Digital) Altimeter’s ‘Guarding the social gates: The imperative for social media risk management,’ August 9 2012, by Alan Webber
  • 8. 8 Of those surveyed,majority (43%) “dedicated less than one FTE to social media risk management” Altimeter’s ‘Guarding the social gates: The imperative for social media risk management,’ August 9 2012, by Alan Webber
  • 9. 9 What we’ll cover today Challenge conventional crisis management rules Reinforce why social media matters in a crisis Identify questions every brand should ask in a crisis
  • 10. 10
  • 12. 12 First rule in a crisis: Communicate, communicate,communicate
  • 13. 13 First rule in a crisis: Any content is fair game,and can usurp a formal statement
  • 15. 15 If you take responsibility include an action, even if it takes a little longer to do so
  • 19. 19 If you don’t have allies now, you’re not going to get them
  • 21. 21 Over communicate social media policies to employees often,and especially at the start of a crisis
  • 24. 24 Respect the role of “media”
  • 25. 25 Respect those who deserve it,agree on how to handle those who don’t
  • 26. 26 Reinforce why social media matters in a crisis
  • 27. 27 It’s just a tweet,right?
  • 28. 28 “If you’ve heard anything about the brand in the last two weeks,through advertising,news or word of mouth,was it positive or negative?” YouGov BrandIndex analysis of fast food brands, October 2012 Wrong
  • 29. 29 These are more than engagements, they’re recommendations Zocalo Group Recommendation Study, August 2013
  • 30. 30 But,are there times when a brand shouldn’t engage? Highly Recommended, Paul Rand, September 2013 Hear Me’s Reputation Terrorists Competitive Destroyer Want to be acknowledged Want to inspire change Want to do harm
  • 31. 31 Identify questions every brand should ask in a crisis
  • 32. 32 Is this a ‘social media’ crisis?
  • 33. 33 Do we have an action to accompany our response?
  • 34. 34 Are we aligned internally?
  • 35. 35 Where would we like people to go?
  • 36. 36 Where is the conversation occurring and when should or shouldn’t we engage it?
  • 37. 37 Are we clear on what our voice was before this crisis began,and is it appropriate now?
  • 38. 38 Once we engage,what is our protocol moving forward?
  • 39. 39 How are we incorporating paid tools to reach the right people?
  • 40. 40 How are we tracking search ranking?
  • 41. 41 Who else can help us out there?
  • 42. 42 How are we benchmarking the chatter, measuring it,and defining success?
  • 43. 43 What is our plan once this is over?
  • 44. 44 12 questions every brand should ask during (and ideally before) a social media crisis 1. Is this in fact a ‘social media’ crisis? 2. Do we have an action to accompany our response? 3. Are we aligned internally? 4. Where would we like people to go? 5. Where is the conversation occurring, and when should or shouldn’t we engage it? 6. Are we clear on what our voice was before this crisis began, and is it appropriate now? 7. Once we engage, what is our protocol? 8. How are we incorporating paid social tools? 9. How are we tracking search ranking? 10. Who else can help us out there? 11. How are we benchmarking the chatter, measuring it, and defining success? 12. What is our plan once this is over?
  • 45. Thank youMichael Stern SVP/Group Acct Director @michaelstern mstern@zocalogroup.com