The Crisis Management 3.0 Playbook

Audrey Rousseau | Corporate practice directorSeptember 2013

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Ancient crisis:

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And a little closer:

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Crises in media: since around a decade

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Crises in social media: within a handful of days

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Crises in social media: within a couple of days

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Crisis today: The triggers

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Poor Governance

AttributesEvidence of brand or representative exercising poor judgment. Uncoordinated efforts across organizational silos.

Potential Accelerants Loss of life or other tragic circumstances.

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Poor Customer Service

AttributesConsumer service problem. Bad response or non–response on Facebook. Bad experience with a brand representative offline or online.

Potential Accelerants Disregard for customer concerns and questions. Tone-deaf reaction by the brand.

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Poor Marketing Practices

AttributesUnfavorable consumer reaction to advertising or other external communication.

Potential Accelerants Failure to understand customer sentiment or upsetting key segments.

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Acting “hackivists”

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Employees gone wild

AttributesInappropriate image carried out by employees.

Potential Accelerants Brand values are contradicted.

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“LOL”: twittos like to tease Accelerants for all

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A certain taste for fail

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Stay awake even in times of good news

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Still some brand are pyromaniac

http://www.youtube.com/watch?v=RaNfoclPlRo

So, how to get out of a crisis?

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Can anyone recover from a crisis?

http://www.youtube.com/watch?v=hVXMJGIdwZM

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It’s actually possible to reactivate a dying crisis

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It’s about jumping on…

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… And can be worth a million +

The must have of crisis management today

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Smart

Social is the new crisis

SOCIALMEDIACRISIS

…is the new “fast”.

…is the new “listening”.

…is the new “éléments de langage”.

…is the new influencers.

…is the new “lire l’AFP and écouter les news”

Perceiving

Content marketing

Socialadvocates

Real-timedata

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Handling a crisis today

Readiness

Radar

Response

RecoveryCrisis

Anticipation and trainingTeams and protocols

Detection and evaluation

Minute-to-minute action plans

A trust-recovery strategy

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There was a time when PR faced crisis in an ocean of loneliness… The time’s gone!

Soutien psychologique

Lead Crisis

Manager

Lead Crisis

Manager

HR LeadHR Lead

Internal comms.

Specialist

Internal comms.

Specialist

Spokes-person

Spokes-person

Community manager

Community manager

Public/ media

relations leader

Public/ media

relations leaderSocial

media leader

Social media leader

Legal teamLegal team

Search specialistSearch

specialist

Operations manager

Operations manager

Content specialistContent

specialist

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InfluencerManagement

CommunityManagement

ContentActivation

Empower allies to engage

Engagingthe rightinfluencers

Driving communitiesto advocate andtake action

Creatingremarkable

content

Creatingappropriate

content

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0Low Influence Messenger

15High Influence Messenger

0 15Low Threat

Message High Threat Message

Greenpeace launches hoax against Shell Oil involving website, online videos and UGC contest.

Red Threat LevelHigh influence messenger, high threat content.

Issue of multi-market relevance that many divisions must work together to solve.

Yellow Threat LevelModerately influential messenger, moderately threatening content.

Local issue that has high potential to spread to other markets.

Green Threat LevelLow influence messenger, low threat content

Small issue that can be handled exclusively by local market brand or communications teams.

TIPA crisis doesn't always “start yellow” – be ready for an issue at any level, and fast acceleration!

Effective Escalation

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Community Management during a crisis: A source of fail

Trying to play tricks Potential second levels of interpretation Over-reacting by responding to messages

which don’t call for an answerLose sight of authentic response:

transparency ranks first Create fake profiles Omit to coordinate all those who could

play a roleWork alone Think that one can clean up the web

without any damage PANIC

AVOID

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Learning and Changing

Learn from failure:

Get ready – and do it better – to do something you’d never have done earlier!

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Winners vs. Losers:Reputation Matters

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-10

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10

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Event Trading Day

1. Strong leadership by the CEO2. Rapid, credible response3. Coordinated communications –

internally and externally4. Honest and sensitive

communications5. Prompt analysis and dissemination

of relevant information