The fifth lesson of Online Communication. Online Reputation Management, Online Crisis Management, Online Risk Management, Social CRM. Flash materials, videos and some critical pages are not included. Educational use only!

1. Online Communication V
Online Reputation Management, Crisis Management,
Risk Management, Social CRM
Dr. Cem Cinlar
10.12.2012
Online Communication Lesson 5 Cem Cinlar

2. Content
Online Crisis Management
Online Risk Management
Social CRM
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Online Communication Lesson 5 Cem Cinlar

3. Online Crisis
Management
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Online Communication Lesson 5

4. Online Crisis Management Plan
- Prepare Crisis Management Plan
- Team
- Meeting area
- Strength & range
- Scenarios
- Solutions
- Actions
- Opportunities
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Online Communication Lesson 5 Cem Cinlar

5. Online Crisis Management Risks
- Speed
- Definition (Clarification)
- Complexity
- Decision (Channel or message selection, etc.)
- Communication
- Action
- Evaluation
- Reporting
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Online Communication Lesson 5 Cem Cinlar

6. Online Crisis Management – Make sure
- Be the process owner
- Inform others actively
- Avoid delay
- One message and relevant channels
- Focus on the issue
- Spread key messages
- Explain more details (in or out connections)
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Online Communication Lesson 5 Cem Cinlar

7. Prevent crisis via
Risk
Management !
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8. Risk
Risk can be defined as the
combination of the probability of
an event and its consequences.
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9. Risk Management Method
- Identify, specify, assess and categorize threats
- Determine the risk
- Tactics and strategy to reduce risks
- Risk reduction measurement
- Evaluation
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Online Communication Lesson 5 Cem Cinlar

10. Risk Management Principles (ISO)
- create value
- be an integral part of organizational processes
- be part of decision making process
- explicitly address uncertainty and assumptions
- be systematic and structured
- be based on the best available information
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11. Risk Management Principles (ISO)
- be tailorable
- take human factors into account
- be transparent and inclusive
- be dynamic, iterative and responsive to change
- be capable of continual improvement and
enhancement
- be continually or periodically re-assessed
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12. Online Risk Management Plan
- Prepare Risk Management Plan
- Team
- Meeting area
- Strength & range
- Potantial risks
- Solutions
- Actions
- Opportunities
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Online Communication Lesson 5 Cem Cinlar

13. Online Risk
Management
Life Cycle
‘9 Steps’ by Cem Cinlar 2012
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Online Communication Lesson 5 Cem Cinlar

14. STEP 1:
Monitoring
Keywords to prevent potential crisis
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Online Communication Lesson 5 Cem Cinlar

15. STEP 2:
Objectives
Company or organisation
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Online Communication Lesson 5 Cem Cinlar

16. STEP 3:
Risk Assessment
Risk analysis, identification, description, estimation and evaluation
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Online Communication Lesson 5 Cem Cinlar

17. STEP 4:
Reporting 1
Threats and opportunities
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Online Communication Lesson 5 Cem Cinlar

18. STEP 5:
Decision
Tactics & strategy
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Online Communication Lesson 5 Cem Cinlar

19. STEP 6:
Treatment
Action
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20. STEP 7:
Reporting 2
Reports & analysis
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Online Communication Lesson 5 Cem Cinlar

21. STEP 8:
Monitoring
Situation assessment & keywords check, etc.
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Online Communication Lesson 5 Cem Cinlar

22. STEP 9:
Modification
In all process with formal audit, communication & consultancy
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Online Communication Lesson 5 Cem Cinlar

23. Use
Risk Management
before
Crisis Management
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24. Social CRM Integration
- Understand the conversation
- Understand the cusmomer’s social status
- Understand the cusmomer’s user status
- Establish processes & requirements
- Integrate social media plan
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25. Social CRM Integration
Mainstrean Practices
- Social media presence
- Listening & monitoring (SERPs, etc.)
- Engagement & interaction
- Web site or micro site creation
- Corporate web site social information
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26. Social CRM Integration
Auxiliary Requirements
- Organisational structure
- Social CRM process and framework
- Change management
- Culture shift
- Governance & guideline
- Advocacy program creation and empowerment
- Mutiple program / tool integration
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27. Social CRM Integration
Auxiliary Requirements
- Information response plan and process
- Risk management plan
- Crisis management plan
- Internal and external collaboration integration
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28. Social Customer Insights
- Marketing
- Social marketing insights
- Social marketing responses
- Social campaigns
- Social events
- Sales
- Social sales insights
- Social sales responses
- Social lead generation
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29. Social Customer Insights
- Service & Support
- Social support insights
- Social responses
- Peer to peer unpaid crowd
- Innovation
- Innovation insights
- R&D crowdsourcing
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30. Social Customer Insights
- Collaboration
- Collaboration insights
- Internal collaboration
- External collaboration
- Enterprise collaboration
- Investor collaboration
- Sectoral collaboration
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31. Social Customer Insights
- Customer Experience
- Usual customer experience
- VIP experience
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33. Thank you.
Please kindly find the presentation :
www.slideshare.net/cemcinlar
Facebook.com/cemcinlar
Twitter.com/cemcinlar
Foursquare.com/cemcinlar
Linkedin.com/in/cemcinlar
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Online Communication Lesson 5