social media crisis management: lessons from the nfl
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Confidential and proprietary information
Social Media and Crisis Management
How the NFL should have addressed the firestorm over player domestic violence
and other stains on the league
October 8, 2014
Confidential and proprietary information
Today’s Presenters:
Marty LevineProsyna
Executive VP, Corporate Development
Kim TercaNetvibes
Director, UX and Press Relations
Confidential and proprietary information
How Corporate Crises Emerge
External Blindsides• Grass Root Protests• Guilt by Association• Hidden Agendas• Sacrificial lamb
Confidential and proprietary information
How Corporate Crises Explode
Internal Blunders• Insensitive Announcements• Unpopular Decisions• Scandals• Rogue Employees• Spectacularly Bad Customer
Service
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The NFL’s Blindside Hit• Player misdeeds fed into hot
button issue.• Misbehaving players identified
with team and league.• Sports and then general media
saw attractive high profile target. • NFL held up as example for
broader societal problem.
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The NFL fumbles its response• Goodell press conference had no
substance• Initial Ray Rice suspension• Indications league knew more than it
said.• League employee(s) had Rice tape
months before suspension.• League never really apologized to
fans
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The Result
• Horrible press coverage• Social media fans flames• Profoundly tarnished brand
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Best Practices for Social Crises
• Continually monitor to identify early warning signs.
• Respond quickly. • Be honest and transparent
(while following legal counsel’s advice).
• Subtly shift the conversation. • Don’t censor comments.
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Social monitoring to spot the crisis
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Social monitoring to spot the crisis
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Comparing Before/After Sept. 18
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Social monitoring to spot the crisis
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Comparing Before/After Sept. 18
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Comparing Before/After Sept. 18
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Content marketing to change the conversation
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To learn more:
Netvibes dashboards for agencies + enterprise:http://netvibes.com
Prosyna social media management:http://prosyna.com/product-bundle-netvibes.php
Confidential and proprietary information
Thank youContacts:For Netvibes:Kim Terca – Director, UX and Press Relationskim.terca@3ds.com
For Prosyna:Marty Levine – EVP Corporate Developmentmlevine@prosyna.com
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