When a crisis occurs on a campus with more than 50,000 students, having the right social listening tools and alerts in place is essential. Shawna will take you through the biggest crisis she has experienced and how she and her colleagues managed real-time posts and messaging around an on-campus attack which threatened the safety of students, faculty, staff and visitors.

1. MAY 8, 2017Ensuring Student Safety THROUGH SOCIAL INTELLIGENCE

2. Raise your hand if
you’re both

3. • Ohio State & Brandwatch partnership
• Day of: Campus incident
• Dashboards & insights used
• Key learnings & post-incident crisis procedure
• Q & A
Plan of action
• Pre-campus incident crisis monitoring

4. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016
Ohio State & Brandwatch partnership

5. Ohio State has over 800 ‘official’ social media accounts
for different colleges, offices and departments
• Crisis detections & management
• Reputation & brand management
• Brand channel strategy & management
• Content strategy
• Community management workflows: Hootsuite +
Brandwatch
WHY WE USE BRANDWATCH

6. HOW WE USE BRANDWATCH
Crisis detection
&
management
Reputation &
brand
management
Brand channel
strategy &
management
Content
Strategy
Community
management
workflows

7. MONITORING ACROSS MANY SOCIAL ACCOUNTS

8. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016
Pre-campus incident crisis monitoring

9. ISSUES MONITORING

10. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016
NOVEMBER 28, 2017
The day
Our focus
Initial actions

11. We were alerted of the
situation on campus via the
Buckeye Alert emergency
notification system
THE NOTIFICATION
To do this we will:

12. OUR FOCUS DURING CRISES
SAFETY BRAND MANAGEMENT
• Arming the Communications
teams with all information
possible
• Updates on volume of
conversation
• Analysis on the spread and
growth of conversation
• Insights around the
sentiment of the
conversation
• Spread of misinformation –
staying ahead of what is
being said about the
university
• Monitoring questions and
drafting responses where
needed
• Analyzing images, videos
and news mentions for new
information
• Addressing the students
and Ohio State family on
news updates as they’re
confirmed

13. INITIAL STEPS
1. Notify all social account managers to halt
outgoing posts
2. Audit our current Queries
3. Set up any new Queries, Segmentation or
unique Alerts necessary based on
confirmed information
4. Filter Queries by location where applicable

14. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016
Insights from this Campus Incident

15. • Estimate impressions
• Monitor intensity of conversation
• Gauge general sentiment

16. • Estimate impressions
• Monitor intensity of conversation
• Gauge general sentiment

17. • Gauge impressions
• Monitor spread of conversation
• Brand management moving forward

18. WHY
• Track spread of information
• What countries are picking up the news the most?
• Looking forward …

19. • Aid any public statements
• Inform future statements
• Weed out news sharing vs opinions and questions

20. • Easily and quickly gauge which conversations are
growing, which are fading

21. • See if we missed any hot topics
• Provide leadership with a quick look at key topics

22. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016
Key learnings
MARKETING FORUM l 04 APRIL 2017

23. LEARNINGS & OPPORTUNITIES
• Create a social specific crisis protocol, share that
across teams, and employ it when necessary
• Understand the information and metrics that are
needed to aid other teams within the organization
during the time of crisis
• Frequency of analysis and updates
• Types of insights and reports
• Who needs to receive what information
• Set up alerts and signals before an incident occurs
• Update signals and alerts as new issues arise

24. SET UP ALERTS AND SIGNALS

25. BRAND DISCUSSION l BOARD OF TRUSTEES l 03 NOV 2016
Questions?
My contact information:
Shawna Polivka
Polivka.17@osu.edu