1) The document discusses case studies of how social media has impacted crisis communications for organizations like SMRT, AirAsia, and DBS.
2) It provides tips for effective crisis response on social media, such as being honest, accountable, and responsive; addressing rumors quickly; and prioritizing public safety over other concerns.
3) The case studies show how issues can rapidly spread and sentiments turn negative on social media, so crisis responses need to be fast, focused on addressing concerns, and aim to prevent multiple spikes in negative coverage.
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Celebrity endorsement has got disadvantages too!!..
Did you know? Aamir Khan does "invented" type of endorsement for Tata Sky..Read on to know more about celebrity endorsement..
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How would YOU handle social media in a crisis?
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The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Ambush Marketing has become a viral topic in the marketing sector.It becomes necessary for us to analyze the concept in brief.A blink of examples would help you to grasp the content properly.
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When was the last time you experienced a fully customised and personalised Influencer Marketing service? We know how valuable your campaigns and clients are to you. This is why we will not settle for less than the perfect influencer fit for your projects. We will build the ideal Influencer Marketing plan for you and your brand/s.
Social Simulator, presentation by Steph Gray at Social Media in a Corporate C...Communicate Magazine
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Do you want to improve the way you engage with your customers on social and prevent shitstorms from setting off? Join this webinar with Nana Dall (Conflict Resolution Advisor) and Katrine Thielke (Digital Advisor) to discover an innovative method for handling criticism and conflicts in the social media ecosystem better. Find out how The Danish Railway manages a social media crisis before going viral through actionable steps.
Key takeaways:
- Strategic advice on crisis management in the social media ecosystem
- Insights on crisis communication practices in the digital space: learn how to improve communication with customers and handle customer complaints better
- Key action steps in crisis management and conflict resolution based on key brand cases
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A case study of crisis communication over social media
1. Case Studies of Social Media In Crisis
Communications
David Chin
Republic Polytechnic
www.worldcontinuitycongress.com
2. Social Media in Crisis
Comms
PR is about managing your
corporate reputationâŚ
Crisis communications is doing
PR under extreme pressure
Social media has redefined
what extreme pressure is
www.worldcontinuitycongress.com
3. The Golden Hour
Social media is redefining the
Golden Hour
You cannot afford to wait until
you have all the facts before you
issue a holding statement
www.worldcontinuitycongress.com
4. SMRT
⢠Braddell-Marina breakdown @ 6:40PM
⢠Public announcement 30 mins later. (Impact est.: 10,000 people)
⢠Circle Line down @ 6:00AM
⢠Public announcement 4 hours later
⢠Radio DJ ticked off for scoop->
⢠SMRT knows how to use SM->
⢠For income opportunities
⢠But itâs twitter was from 9-6 only ->
⢠And focus was off
⢠Public perception:
SMRT more concerned
about trains than
people
5. Be (& Sound) Honest
Corporate speak responses do
not work anymore.
Take PR counsel, put your hand
to your heart and speak direct
to those who are affected.
Your choice of words matter.
www.worldcontinuitycongress.com
6. Accountability Starts
at the Top
Airbus
âWe Screwed Upâ
âThis is us, we screwed that
up. We will fix it as quickly as
possible and whatever it
Tom Enders, Airbus CEO costs, that is something too
early to say at this point.â
7. The 5Ws and 1H
Who, Where, What, When, Why
and How
Deflates attention quickly
You must show you know more
than those affectedâŚ
and faster than them
www.worldcontinuitycongress.com
8. Say Sorry
Sorry (As in I am sorry for the crisis,
I take full responsibility, and I am
taking needed action now)
NOT
Sorry (As in I am sorry you feel hurt
or I am sorry but I have
no comment)
www.worldcontinuitycongress.com
9. When âsorryâ is Not Enough
The Straits Times, 15th July 2008
Noting that the inquiry panel report released at
the end of May said no rules had been broken,
he said bitterly:
'What we are saying is that there were no rules
followed. A lot of decisions were based on
judgment calls and - if I may use the word -
lousy.'
The families said they were not looking for
monetary compensation, but for an apology
from the SDBA and an acknowledgement that
it could have done better; that it did not do its
best.
'If this can all be put together, then we can
move on.'
Contacted by The Straits Times, SDBA
president Kwek Siew Jin said:
âSorry, I have no comment.â
10. Maintaining Your Credibility
⢠Respond fast
⢠The golden hour
⢠Be honest, upfront and accountable
⢠We screwed up; The buck stops with me (Donât fear
criticism)
⢠Donât play the blame game
⢠It was a mechanical failure; Our service provider was in
chargeâŚ
⢠Focus on the 5W and 1H
⢠This can deflate interest in your crisis by as much as half
⢠Say sorry properly
⢠Has a disarming effect; = responsibility, not liability
11. What Not to Say
⢠No Comment
⢠Means you are guilty; have something to hide
⢠Anything you are unsure about
⢠Explosion not equals bomb not equals terrorist attack
⢠Off-the-record
⢠But the people have the right to know!
12. Blogs vs. Mainstream Media
BLOGS & SOCIAL MEDIA Vs. TRADITIONAL MEDIA
⢠- Motivated by self-interest* ⢠- Objective & balanced
⢠- Faster, wider penetration ⢠- Let readers conclude
⢠- Structure & standard to follow
⢠- Editorial checks cause lag
* Impact of social media: Public opinion and your
brand reputation is now being influenced by people
with no ethical standards to follow
www.worldcontinuitycongress.com
13. Air Asia Case Study
Brand Buzz
1. Compare online
1 3 buzz with your
competition
2. Know whatâs
trending
3. Spike analysis
1
2
www.worldcontinuitycongress.com
14. Air Asia Case Study
Whatâs
Trending
1. Focusing on
Malaysia only
reveals an issue
brewing with
chatter on AirAsia
lawsuit by Aussie
regulator
1
1
www.worldcontinuitycongress.com
15. Air Asia Case Study
Sentiment
Matters
1. Switching over to
1 the sentiment
chart shows that
the negative
chatter started on
24 Jan â the day
the lawsuit hit the
media.
⢠What could AirAsia have done to address this?
⢠Who and how to engage in your crisis comms plan?
www.worldcontinuitycongress.com
16. DBS Case Study
Handling
Spikes
1 1. First hit
2
2. Second hit
⢠Better, faster response prevents multiple spikes
⢠How do you think you can make the second spike lower?
www.worldcontinuitycongress.com
17. DBS Case Study
⢠Keyword: atm 1
Site & Media
Analysis
1. Why Singapore
Motherhood?
2. What can we do
about the blogs
⢠Keyword: atm fraud 2
⢠A crisis can help you identify social media friends,
enemies and opportunities
www.worldcontinuitycongress.com
18. SMRT Case Study
Analysis
Essential
1. Spikes
about you
are not
always
about you
1
www.worldcontinuitycongress.com
19. Something to Think About
- Do you monitor whatâs being said about your brand on
social media platforms?
- How social media can turn an small issue into a big
crisis⌠in a matter of hours.
- Who should be the crisis spokesperson?
- When and how to respond?
- Are your employees aware of your companyâs social
media policies?
20. RememberâŚ
⢠Put public safety and emotional well-being first,
never your shareholder value, stock price or fear that
taking responsibility = admitting liability
⢠The viral effect of social media can devastate your
corporate reputation overnight
⢠Show real concern, responsible action, and radical
ownership. Fast.
21. The Power of Social Media
⢠Do you know what the world is having for breakfast,
lunch and dinner now?
http://demo.multitu.de/board/
22. Case Studies of Social Media In Crisis
Communications
David Chin
Republic Polytechnic
david_chin@rp.edu.sg
www.worldcontinuitycongress.com