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Social Media Crisis Training… interactive, realistic, safe

Executives in. D. Edelman, McKinsey

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Uwe Wache, Managing Board

Nobody likes crises. Neither in Facebook nor in the New York Times.However: The Social Web has its own rules. Realistic training in a safe environment keeps your business one step ahead.

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– Analyze and assess critical situations (crisis) in the social web, identify and take appropriate courses of action

– Train channel-specific communication in realtime (e.g. Social Networks, Video, Blogs)

– Optimize processes, procedures and decision-making within crisis situations (under pressure)

– Reduce the fear of contact and foster a better understanding for the characteristics of the social web

Training ObjectivesWhat you will learn…

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Our TrainingsPrepare your team for the “real thing”

1: Crisis90: Crisis exercise for small teams, new team members or specific issues or channels, on-site or remote training– 90 Minutes training; along pre-defined escalation steps; no real-time

training; decelerated

2: (Social Media) Crisis Training*: Stress test for crisis management teams, with on-site support by an experienced trainer, supported by a back-office team – Social Media Crisis Training: Two- to four-hour training with the Social

Media Team based on the secure online platform “Social Simulator”– General Crisis Training: Four- to six-hour training session involving all

responsible functions within the organization, Social Media is one part (Social Simulator)

*Both Crisis Trainings can be realized in two training modes: – Basic: Discuss escalation levels during the exercise, feedback from the trainer during

the training (breaks) / decelerated – Advanced: no breaks, escalation levels within the training, feedback after training);

stress test in real-time

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– Crisis90 allows teams to train in a very compact training format and without the intensity and pressure of a full scale simulation

– Participating teams are taken through a crisis scenario step-by-step; the content and format is pre-defined in advance of the session

– At each stage, participants can review and compare their responses on-screen with other teams; receiving instant reaction and feedback

Crisis90Crisis exercise

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(Social Media) Crisis TrainingStress test

Stress test for the social media team or the whole crisis management team with escalation levels– Social Media Crisis Training: Involving the Social

Media team– General Crisis Training: Involving external

communications (simulation of classic media f.e. journalists calls and mails, simulation of Social Media on Social Simulator), internal communications, investor relations

All Social Media Communication is based on a secure online platform – Dashboard including a newsfeed (simulate relevant

News Channels in real-time during the training) gives an overview of all Platforms

– Facebook, Twitter, LinkedIn: Realistic (look-alike) pages, pre-filled with content and used for interaction during the training

– Website: Can be used for corporate news during the training

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(Social Media) Crisis TrainingThis is how it works (typically)

Feedback session with all participants

Crisis trainings with escalation levelsPreperation

Select and prepare crisis scenarioBrief participants Setup plattform

Follow-upWritten feedback on learnings / recommendations regarding potentials to further optimize the crisis perparedness level

2 to 6 hours

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– Select and develop a customized and realistic crisis scenario

– Define learning objectives and training focus for the crisis team

– Brief training participants: agenda, short introduction to the training and on the technical setup

– Prepare content for the training platform and perform technical setup

Preperation4 to 6 weeks before the training

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ExecutionHalf-day (Social Media) Crisis Training

– Introduction to the training platform30 minutes

– Crisis simulation with separate alert levels up to 240 minutes

– On-side Feedback by the trainer30 minutes

– Conference Call with all participants regarding the essential learnings and To-Do‘s30 minutes

*exemplary

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Follow-upFurther Optimizing the Crisis Readiness

Following the training, you will receive a written assessment:– (Photo)Documentation of the created

content (social media channels), including the respective reaction / interactions

– Feedback on the procedure and the performance of the involved team(s)

– Optimization potential in terms of processes, tools and responsibilities

– Recommendation on the most important To-Do’s (e.g. documents, decision-making, role allocation)

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PROI WorldwideKlenk & Hoursch is an exclusive partner of PROI Worldwide, the largest global network of leading, independently owned PR and marketing agencies, http://www.proi.com/Public/ With more than 100 offices in 50 countries on six continents, PROI agencies are the leading independents in their markets with more than 4,400 customers and an annual net fee income exceeding US$525 million.Together, PROI Partners cover all major economic regions and combine their local knowledge to deliver global results by understanding the demands facing clients and the importance of return on investment.

Our global network

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Visit our Website or follow us on LinkedIn

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Klenk & Hoursch AGCorporate & Brand Communications

Office FrankfurtWalther-von-Cronberg-Platz 2 D-60594 Frankfurt am Main

Phone +49 69 719168-0 Fax +49 69 719168-28

www.klenkhoursch.de/home_en.html

Office MunichPrinzregentenstrasse 64D-81675 Munich

Phone +49 89 4702771-0 Fax +49 89 4702771-28

Office HamburgKampstraße 15 D-20357 Hamburg

Phone +49 40 5896678-71Fax +49 40 5896678-77