Ogilvy On: Social Media for Crisis Management
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TOPIC: A HOW TO approach to dealing with a crisis with Social Media. This is the third in a series of online trainings brought to you by The Wall Street Journal, Ogilvy and GoToWebinar. Asia Pacific director of Digital Influence Thomas Crampton moderated a presentation by Digital Influence Global Managing John Bell and Managing Director of the Global Public Affairs Practice Jamie Moeller.
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Ogilvy On: Social Media for Crisis Management
- 1. Social Media for Crisis Management
- 5. Presenters Jamie Moeller Global Practice Director | Public Affairs Ogilvy Public Relations Worldwide John Bell Global Managing Director | 360 Digital Influence Ogilvy Public Relations Worldwide
- 8. The Executive’s GuideSocial Media for Crisis Management
- 10. Social Media Buzz Traditional Media Coverage
- 12. How did they do?
- 13. AGENDA 5 Trends In Digital Crisis Management A Digital Crisis Management Framework 5 Keys to Managing the Crisis Next Steps
- 14. 5 Trends in Digital Crisis Management
- 15. 5 Trends in Digital Crisis Management Everything happens at lightning-speed People demand “hyper-transparency” Dialogue as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools
- 17. Monitor all relevant consumer generated media, not just traditional media
- 18. When responding to emerging crisis, you may need to react fast – in a matter of hours, not days
- 19. Have a streamlined approach and a team in place
- 22. Any individual has the power to expose what were once “private” conversations, making them public – expect what you say to be blogged
- 23. Be ready to reconcile contradictory business practices
- 26. Inviting customers into a conversation is the most effective way to build goodwill and brand advocates who will support you if crisis hits
- 27. Communicating solely through press releases and scripted interactions doesn’t satisfy
- 30. Organic search is sensitive to social media content due to the cross-linking
- 31. Google delivers “universal search” making multimedia critical
- 34. Small organizations can often be fast and nimble with social media
- 35. Listening to consumer generated media is critical
- 37. Digital Crisis Management: A Framework
- 38. A Framework Digital Crisis Management
- 41. Establish weekly social media monitoring to complement existing media monitoring reports.
- 42. Reports should include analysis of discussion, topline charts or visuals, and clip sheet of the most relevant “hits” across social media (blogs, message boards, micromedia, multimedia, soc nets)
- 43. After the Crisis Hits
- 44. Expand weekly monitoring reports to daily or hourly reports
- 47. Create an Influencer Map to know where your promoters and detractors live online
- 48. Consider influencer engagement campaigns during non-crisis times to develop relationships that could be revisited if needed
- 49. After the Crisis Hits
- 50. Engage influencer in your rapid response efforts as needed: be personal
- 53. Develop crisis messaging and adapt it to social media venues
- 54. Identify and train marcom staff for social media
- 55. Set up online crisis collaboration site
- 56. Design and build a crisis dark site
- 57. After the Crisis Hits
- 60. Develop your brand’s presence & voice on the social Web – a corporate blog, Twitter handle, Facebook page, YouTube channel…
- 61. After the Crisis Hits
- 62. Actively update home page or dark site
- 63. Consider using video to deliver a human message
- 66. Build list of keywords (negative and positive) to use for SEO/SEM (Search Engine Optimization/Search Engine Marketing)
- 67. Explore leveraging or creating online advertising
- 68. Identify potential multimedia responses (photo, video) and key players necessary to create them
- 69. After the Crisis Hits
- 70. Deploy a keyword buy across major search engines
- 71. Create and optimize a variety of multimedia content to help tell your story in multiple ways
- 74. Get C-Suite buy-in on the importance of social media
- 75. Identify the top online influencers for your business (and begin building relationships)
- 76. Know how you will “speak” online (e.g. Twitter, Blog, YouTube)
- 78. Don’t launch campaigns on a Friday
- 79. Make sure you are monitoring through the weekend
- 80. Listen first (and test your ideas)
- 83. Thank You John H. Bell Global Managing Director | 360° Digital Influence Ogilvy email john.bell@ogilvypr.com blog: http://johnbell.typepad.com Jamie Moeller Global Practice Director | Public Affairs Ogilvy email jamie.moeller@ogilvypr.com blog: http://www.theintersection.com Thomas Crampton Regional Director - Asia | 360° Digital Influence Ogilvy email thomas.crampton@ogilvypr.com blog: http://www.asiadigitalmap.com
Editor's Notes
- Need more points:Introduction of Web 2.0
- http://www.youtube.com/watch?v=su0U37w2tws
- Zero Hour: crisis hitsHour 6: you’ll know whether the issue breaks into mainstream news. Often bloggers and twitter users will post links to news storiesHour 12: sharing begins to occur – people will be digging the coverage, viewing the videos, sharing it on social networksHour 18: typically begin to see people editorialising about the issue – adding their POV to whatever has happened. Also appearing in searchHour 24: often much of the damage has been done and will continue to build or die offIMPORTANT: the first six hours are critical point where you need to determine whether it’s appropriate to respond, or not.