Business Gateway - Social Media Crisis Management

•

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enterprise2012

What is a social media crisis, how to avoid it and what to do if it happens.

Business

Social Media Webinar Series
In association with

For further webinars visit:
www.enetrust.com/webinar

What is a ‘social
media crisis’?

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2012

Social media
crisis?

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2012

!
Dissatisfied
customer
Social media
crisis?

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2012

! !
Dissatisfied Accidental
customer post
Social media
crisis?

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2012

! !
Dissatisfied Accidental
customer post
Social media
crisis?

!
Campaign
gone wrong

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2012

! !
Dissatisfied Accidental
customer post
Social media
crisis?

! !
Campaign
gone wrong Disgruntled
employee

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2012

Poll! Have you experienced
a ‘social media crisis’?

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#fail.

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2012

Slow response

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2012

Slow response

Didn’t utilise social
channel potential

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2012

Slow response

Didn’t utilise social
channel potential

Weak web
communication

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2012

Other businesses
Slow response provided better
information

Didn’t utilise social
channel potential

Weak web
communication

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2012

Other businesses
Slow response provided better
information

@BPGlobalPR
Didn’t utilise social
parody twitter
channel potential
account

Weak web
communication

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How to avoid a
social media crisis.

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2012

Poll! Does your business
have a social media policy?

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2012

Step 1: Provide guidelines.

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2012

Resource!

http://socialmediagovernance.com/policies.php

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2012

Social Media Guidelines
Checklist

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2012

Social Media Guidelines
Checklist

Governance for personal use

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2012

Social Media Guidelines
Checklist

Governance for personal use

Governance for professional use

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2012

Social Media Guidelines
Checklist

Governance for personal use

Governance for professional use

Ownership of company accounts
and content

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2012

Step 2: Have an action plan.

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2012

CRISIS ACTION
PLAN!

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2012

1. Map out potential circumstances

CRISIS ACTION
PLAN!

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2012

1. Map out potential circumstances

CRISIS ACTION
2. Develop escalation process
PLAN!

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2012

1. Map out potential circumstances

CRISIS ACTION
2. Develop escalation process
PLAN!

3. Assign responsibility

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2012

Step 3: Arm your team with
know.

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2012

Step 4: Be ready, listen to
your audience.

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2012

Community
Managers

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2012

Community
Notifications Managers

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2012

Community
Notifications Managers

www.google.com/alerts

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2012

Step 5: Treat people the
same way you would offline.

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IF it happens.

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2012

Guiding
principles

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2012

Use your action
plan

Guiding
principles

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2012

Use your action Acknowledge
plan the problem

Guiding
principles

Copyright Deer Digital Ltd. 2012

2012

Use your action Acknowledge
plan the problem

Guiding
principles
Be empathetic

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2012

Use your action Acknowledge
plan the problem

Guiding
principles
Be empathetic

Never delete
comments

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2012

Use your action Acknowledge
plan the problem

Guiding
principles
Be empathetic Put your hands
up

Never delete
comments

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2012

Poll! How would you react?

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2012

Scenario 1

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2012

Scenario 2

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Getting creative.

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Questions?

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Social Media Webinar Series
For further webinars visit:
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http://www.bgateway.com/

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Business Gateway - Social Media Crisis Management

1. Social Media Webinar Series In association with For further webinars visit: www.enetrust.com/webinar

2. Social media crisis management.

3. What is a ‘social media crisis’? Copyright Deer Digital Ltd. 2012

4. 2012 Social media crisis? Copyright Deer Digital Ltd. 2012

5. 2012 ! Dissatisfied customer Social media crisis? Copyright Deer Digital Ltd. 2012

6. 2012 ! ! Dissatisfied Accidental customer post Social media crisis? Copyright Deer Digital Ltd. 2012

7. 2012 ! ! Dissatisfied Accidental customer post Social media crisis? ! Campaign gone wrong Copyright Deer Digital Ltd. 2012

8. 2012 ! ! Dissatisfied Accidental customer post Social media crisis? ! ! Campaign gone wrong Disgruntled employee Copyright Deer Digital Ltd. 2012

9. 2012 Poll! Have you experienced a ‘social media crisis’? Copyright Deer Digital Ltd. 2012

10. #fail. Copyright Deer Digital Ltd. 2012

11. 2012 Copyright Deer Digital Ltd. 2012

12. 2012 Copyright Deer Digital Ltd. 2012

13. 2012 “Of course we’d never mean to offend anyone and when we put the email out yesterday it came from a good place. Retail stores are the lifeline of a brand like ours so when they are closed, we need to come up with ways to make up for that lost revenue. People forget how expensive it is to run a Made in USA brand like American Apparel and if we made a mistake here it came from the good place of trying to keep the machine going–for the sake of our employees and stakeholders.” Copyright Deer Digital Ltd. 2012

14. 2012 “Of course we’d never mean to offend anyone and when we put the email out yesterday it came from a good place. Retail stores are the lifeline of a brand like ours so when they are closed, we need to come up with ways to make up for that lost revenue. People forget how expensive it is to run a Made in USA brand like American Apparel and if we made a mistake here it came from the good place of trying to keep the machine going–for the sake of our employees and stakeholders.” Copyright Deer Digital Ltd. 2012

15. 2012 Copyright Deer Digital Ltd. 2012

16. 2012 Slow response Copyright Deer Digital Ltd. 2012

17. 2012 Slow response Didn’t utilise social channel potential Copyright Deer Digital Ltd. 2012

18. 2012 Slow response Didn’t utilise social channel potential Weak web communication Copyright Deer Digital Ltd. 2012

19. 2012 Other businesses Slow response provided better information Didn’t utilise social channel potential Weak web communication Copyright Deer Digital Ltd. 2012

20. 2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web communication Copyright Deer Digital Ltd. 2012

21. 2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web Firefox plugin & logo communication competition Copyright Deer Digital Ltd. 2012

22. 2012 Other businesses Slow response provided better information @BPGlobalPR Didn’t utilise social parody twitter channel potential account Weak web Firefox plugin & logo communication competition Copyright Deer Digital Ltd. 2012

23. How to avoid a social media crisis. Copyright Deer Digital Ltd. 2012

24. 2012 Poll! Does your business have a social media policy? Copyright Deer Digital Ltd. 2012

25. 2012 Step 1: Provide guidelines. Copyright Deer Digital Ltd. 2012

26. 2012 Resource! http://socialmediagovernance.com/policies.php Copyright Deer Digital Ltd. 2012

27. 2012 Social Media Guidelines Checklist Copyright Deer Digital Ltd. 2012

28. 2012 Social Media Guidelines Checklist Governance for personal use Copyright Deer Digital Ltd. 2012

29. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Copyright Deer Digital Ltd. 2012

30. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Copyright Deer Digital Ltd. 2012

31. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Liability/discipline Copyright Deer Digital Ltd. 2012

32. 2012 Social Media Guidelines Checklist Governance for personal use Governance for professional use Ownership of company accounts and content Liability/discipline Account security Copyright Deer Digital Ltd. 2012

33. 2012 Step 2: Have an action plan. Copyright Deer Digital Ltd. 2012

34. 2012 CRISIS ACTION PLAN! Copyright Deer Digital Ltd. 2012

35. 2012 1. Map out potential circumstances CRISIS ACTION PLAN! Copyright Deer Digital Ltd. 2012

36. 2012 1. Map out potential circumstances CRISIS ACTION 2. Develop escalation process PLAN! Copyright Deer Digital Ltd. 2012

37. 2012 1. Map out potential circumstances CRISIS ACTION 2. Develop escalation process PLAN! 3. Assign responsibility Copyright Deer Digital Ltd. 2012

38. 2012 Step 3: Arm your team with know. Copyright Deer Digital Ltd. 2012

39. 2012 Step 4: Be ready, listen to your audience. Copyright Deer Digital Ltd. 2012

40. 2012 Community Managers Copyright Deer Digital Ltd. 2012

41. 2012 Community Notifications Managers Copyright Deer Digital Ltd. 2012

42. 2012 Community Notifications Managers www.google.com/alerts Copyright Deer Digital Ltd. 2012

43. 2012 Community Notifications Managers www.google.com/alerts Copyright Deer Digital Ltd. 2012

44. 2012 Step 5: Treat people the same way you would offline. Copyright Deer Digital Ltd. 2012

45. IF it happens. Copyright Deer Digital Ltd. 2012

46. 2012 Guiding principles Copyright Deer Digital Ltd. 2012

47. 2012 Use your action plan Guiding principles Copyright Deer Digital Ltd. 2012

48. 2012 Use your action Acknowledge plan the problem Guiding principles Copyright Deer Digital Ltd. 2012

49. 2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Copyright Deer Digital Ltd. 2012

50. 2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Never delete comments Copyright Deer Digital Ltd. 2012

51. 2012 Use your action Acknowledge plan the problem Guiding principles Be empathetic Put your hands up Never delete comments Copyright Deer Digital Ltd. 2012

52. 2012 Poll! How would you react? Copyright Deer Digital Ltd. 2012

53. 2012 Scenario 1 Copyright Deer Digital Ltd. 2012

54. 2012 Scenario 2 Copyright Deer Digital Ltd. 2012

55. Getting creative. Copyright Deer Digital Ltd. 2012

56. 2012 Copyright Deer Digital Ltd. 2012

57. 2012 Copyright Deer Digital Ltd. 2012

58. 2012 Copyright Deer Digital Ltd. 2012

59. Questions? Copyright Deer Digital Ltd. 2012

60. Social Media Webinar Series For further webinars visit: www.enetrust.com/webinar http://www.bgateway.com/ In association with