crisis management in the digital world
DESCRIPTION
Crisis Management in the Digital World, presented by Rene Smith (@Reenazoid) at Digital Atlanta 2012TRANSCRIPT
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Crisis Management in the Digital World
Rene SmithSocial Engagement ManagerEngauge@reenazoid
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@reenazoid #DigATL
A Little About Me
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A Crisis Can Happen to Anyone.
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@reenazoid #DigATL
A Crisis Can Happen to Anyone
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@reenazoid #DigATL
A Crisis Can Happen to Anyone
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A Crisis Can Happen to Anyone
"With this many Flo's, you could be screwed out of your progressive policy payout TEN TIMES all at once!"
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7
A Crisis Can Happen to Anyone
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What Constitutes a Crisis?
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@reenazoid #DigATL
3 Key Elements of a Crisis
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3 Key Elements of a Crisis
1. An Unexpected Event
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3 Key Elements of a Crisis
2. Threat to organizations goals and image
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3 Key Elements of a Crisis
3. Short Decision Time
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The Crisis Lifecycle
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Crisis Lifecycle
Crisis Preparation Catalyst Response Recovery
Volu
me
of C
hatte
r
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Phase 1: Crisis Preparation
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5 Keys to Crisis Preparation
1. Develop an action plan
2. Build relationships
3. Response matrix
4. Escalation plan
5. Employee social media policy
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Develop an Action Plan
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Establish a Crisis Team
Community Manager Brand Manager Public Relations Corp. Communication
Customer Service Analyst Legal C-Suite Executives
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Identify Levels of Crisis
Code Yellow Code Orange Code Red Off the Charts
Consumer issue involving identified buzz words
Multiple complaints on the same issue
Extensive social chatterSome media coverage
Extensive social chatterExtensive media coverage
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Define Roles and ResponsibilitiesPa
rtie
s In
volv
edCr
isis P
lan
Act
ivat
ion
Sam
ple
Scen
ario
Identify issue with
moderation
Crisis Management on Standby
Crisis Escalation and Management Plan Activation Crisis Averted
Identify spike in negative activity or
articles being shared on
social
Posts on Facebook page
No more posts seen on page for
6 hours
Consumers continue to activate online. Major News outlet picks up the story, driving users to continue to post on Facebook.
Identify issue with moderation
Community Manager
Community manager alerts brand managers
Analyst activates listening
Social Influencer briefed
Community Manager, Brand
Manager, Analyst, Social
influencers
PR, Corp. Communication and legal alerted to the
issue.
Brand discontinues regularly scheduled
posts.
Social, PR, Legal and Corp. Comm team work to prepare a
response, acknowledging and
addressing the issue.
Brand responds to issue on appropriate
channel.
Social Influencers respond on page as
consumers, circulating correct
information.
Sentiment category stablished to
monitor specific escalation trend on daily, weekly and
monthly level.
Social Agency, Brand Manager
Community Manager, Brand
Manager, Analyst
Community Manager, Brand
Manager, PR, Corp. Comm, legal, C-Suite
Execs
Community Manager, Brand Manager Social
influencers
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Establish a Timeline
24-48 Hours4-24 Hours4-8 Hours1-4 Hours
Escalate issue to key stakeholders
Publicly acknowledge the situation
Analyze volume and sentiment
Provide recommended response
Craft response(s)
Obtain proper approvals
Post response
Continue to monitor
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Build Relationships with Influencers
It only takes 10% of a population to convince the majority to adopt a belief. (RPI, 7/11)
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Create a Response Matrix
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Develop an Escalation Plan
Code Yellow
Customer Service
Community Manager
Code Orange
Analyst Brand Manager
Code Red
Public Relations Corp. Communication
C-Suite Executives
Legal
Off the Charts
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Establish an Employee Social Media Policy
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Phase 2: Crisis Catalyst
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An Unexpected Event
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Monitor the Situation
Social ListeningCommunity
Management
TrendsVolume
Sentiment
Influencers
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Phase 3: Crisis Response
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“Responding to word of mouth in times of crisis is not enough.” – Brian Solis
Crisis Response
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Follow the Established Crisis Plan
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Acknowledge the Situation
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Be Clear in Responses
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Don’t be Afraid to Apologize
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Call on Brand Spokespeople
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Communicate Through Appropriate Channels
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Evaluate Response Tactics
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Phase 4: Crisis Recovery
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Crisis Recovery
“Effective crisis management does not end when the social chatter subsides.” - Me
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Crisis Recovery
You need to continue to monitor ask yourself these questions:
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1. Was it limited to social?
2. What is the volume?
3. What is the sentiment?
4. How has it impacted your search results?
5. When should you return to business as usual?
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Crisis Recovery
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Dos & Don’ts of Crisis Management
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Do
1. Be proactive
2. Follow established crisis plan
3. Acknowledge the situation
4. Be clear in responses
5. Communicate using appropriate channels
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Don’t
1. Operate business as usual
2. Ignore the situation and hope it will go away (it won’t)
3. Delete posts
4. Be afraid to apologize
5. Stop monitoring
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Rene Smith#DigATL@reenazoid
Questions?