utilities on social: 4 crisis tips for community managers
TRANSCRIPT
Utilities on social: Four crisis tips for community managers
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Hurricane season and winter make you feel like this:
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What will customers say during a storm?
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Opinion leaders may join the conversation
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Social Media Community Managers Everyone
Social media: The pinpoint
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BE HUMAN
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The ‘anonymous’ effect on social media
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Engagement first
• Storm mindset = Engagement first, content second
• Consider adding signatures to responses “-HH” or “-AW”
• Set a cut-off – respond twice, then take it offline
• Change up canned responses
• Use photos to show level of damage, progress
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When in doubt, Linemen.
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LEVERAGE INTERNAL EXPERTISE
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Your best friends: Subject Matter Experts
• Expand your definition of Subject Matter Expert (SME) No longer behind the scenes Keep your eyes out for social media SMEs
• Hand off some of the tough stuff
• Trust, but train
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Branded channels
PG&E and DE both have them – will pull images
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Branded channels
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Account takeovers
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DIVIDE AND CONQUER
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DIVIDE AND CONQUER CUSTOMER SERVICE
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Create a plan for rapid responses
42% of consumers expect service providers to respond to customer service issues on social media in 60 minutes or less.
Equip your social media customer service team with key resources.
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Important contact information
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Relevant hashtags
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Monitoring hand-off protocol
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Power restoration resources
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DIVIDE AND CONQUER YOUR AUDIENCE
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Use social advertising to reach your customers
• Social advertising can help to expand the reach of your message beyond your followers during a storm.
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Use targeting to segment your customers
Social advertising gives utilities the ability to: • Geotarget customers in specific zip codes or service areas.• Send location-specific updates on outages or storm conditions. • Ensure that customers don’t see messages that are not relevant
to their area.
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Use data to inform social ad targeting
• Use email databases and website retargeting to quickly get a message to your customers on social media.
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COMMUNICATE EARLY AND OFTEN
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Scenario planning
Three to five different crisis scenarios
Specific, plausible events
Response framework• If A, then Z• If two or more of A-E, then Y
Example messages and spokespeople
Practice, practice, practice
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Protocol: Fail to prepare or prepare to fail
Identify a crisis team in advance • One person with absolute decision-
making authority• Spokesperson
Establish notification protocols• Update frequency for customers, policy
makers, partners and the media• Which channels for which stakeholders
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Information hub: Think mobile first
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Take it social: Pinned tweets and posts
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Maintaining or rebuilding trust post-crisis
• Visible leadership• Tips for success:
• Respond quickly• Take responsibility• Communicate honestly and transparently• Display compassion• Listen and collect feedback• Establish clear priorities
• Proactive, positive content and engagement
• Show, don’t tell
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EXPERIMENT, ANALYZE, ADAPT
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Test multiple tactics on social media
How to measure social activities during a storm:
• Experiment with different types of content: What generates the most engagement and positive responses?
• Use a dedicated hashtag to easily
track your posts and posts from customers.
• Create campaign tracking URLS to
measure onsite behavior.
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Recap
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Thank you
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Thank you
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Alison WhisenantAccount Manager, Social [email protected]
Hannah Harrill Sr. Account Executive,
Public [email protected]
Laura BrewerVP, Account Director, Public Affairs