blue planet pr - mediasocial2 - social media crises
TRANSCRIPT
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Social media crises –The good, the bad and the ugly
…and why the same old rules apply
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Sophie Blue
Founder & Director, Blue Planet PR
Lecturer (Communications & PR),
Raffles College of Design and Commerce & UTS
@BluePlanet_PR
SophieBlue
BluePlanetPR
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United Breaks Guitars – Original version
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Bodyform – it began with a Facebook post…
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Bodyform resonds: The Truth
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In the thick of it…
• Everything happens at lightning speed
• Audiences demand total transparency
• Dialogue is just as important as message
transparency
• Brand detractors are well-deployed,
have the same tools and don’t rest
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The First 24 Hours
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How to prepare?
‘In peace prepare for war,
in war prepare for peace’
- Sun Tzu
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Rules of thumb…• Be timely: respond quickly, but be careful
• Don’t get angry or sarcastic
• Be attentive and show empathy
• Show insight: identify the real issue
• Manage expectations on timings and outcomes,
both internally and externally
• Work with the right teams in the right areas
• Have the right people on the job – not interns
• Be authentic – protect the brand, but be human
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The old rules still apply
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Blue Planet PR & Social Simulator• The Social Simulator is a secure, web-based, crisis simulation
platform supported by real-life social media role-players
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How a Social Simulator exercise works…
Preparation
• We work with you to design an
appropriate scenario.
• We develop the run-sheet,
messages, images and other
simulation content.
• We prepare mock pages in
Social Simulator representing
your site, news sites and
Facebook pages.
• We develop the community
personas that engage your staff
during the simulation.
Operation
• The simulation is held in your office,
or run online with staff at many
locations.
• Typically runs for 3-6 hours, with up to
20 of your staff taking on crisis team
roles.
• Our staff play community personas,
challenging your staff to respond.
• A debriefing session follows each
simulation, with a subsequent
activity report.
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The crisis hits the fan…
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Example runsheet
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Social Simulator integrates
feedback & analysis• Immediate feedback at the end of the
exercise on strategy, process and messaging
• Optional follow-up analysis based on
simulator reports of tweets, emails, comments,
statements
• Identification of areas to work on through
training, planning and further simulations
• Potential for follow up social media training
and support
• Cut down version available – Crisis90