Softening the Social Blow with Crisis Management
Not all messaging is a flashy slogan or catchy tagline and not all customer communications are special offers and promotions. Sometimes brands have to deliver bad news, product recalls or information that could challenge their customer loyalty. A common practice is to plan out the softest and least offensive communication and hope that no one will notice. But, what if you took a proactive approach to anticipating negative reactions and had a crisis management plan in place before the bad news is even released? This presentation by r2i Senior Social Marketing Strategist, Lynn Morton, and Emilie Bridon, Senior Digital Marketing Manager at Microsoft shares how a proactive approach using social media along with an online listening and engagement plan mitigated customer dissatisfaction and maintained positive brand sentiment.
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Softening the Social Blow with Crisis Management
- 1. Softening the Social Blow with Crisis Management PRESENTED BY: Emilie Bridon Senior Digital Marketing Manager, Microsoft Lynn Morton Senior Account Strategist, R2integrated NOVEMBER 18, 2013 1 Confidential 11/19/2013 1
- 2. #WOMMASummit Price Change VMware & Netflix Socially Engaged Audience Cultural Fear of Reaction 2 2
- 3. #WOMMASummit Hello my name is… Audience: IT Implementer New 2012 version release Price Change Engaged Community 3 3
- 4. #WOMMASummit Developing a Program Disclose Content Strategy Manage Reaction Audience Research Excite Response Management Listening & Monitoring Program 4 4
- 5. #WOMMASummit Online Listening & Engagement Plan Vision: 24/7 monitoring command center to manage reaction. Response Philosophy: No response to online reaction. Specific queries are answered by a private response. 5 Scope: Extended to all English language online channels and comments/questions. 5
- 6. #WOMMASummit Announcement Planning Internal Prepare to Announce External Disclose Change Public 6 6
- 7. #WOMMASummit Putting the Plan into Action PHASE 1 PHASE 2 PHASE 3 PreDisclosure Planning Active Online Listening Advocacy Plan 7 7
- 8. #WOMMASummit Putting the Plan into Action PHASE 4 PHASE 5 PHASE 6 Disclosure Management Reporting & Course Correction PostDisclosure Process 8 8
- 9. #WOMMASummit Big Bets into Best Practices Minimize Direct Response Leverage Influencers 9 Conversation Doesn’t Stop 9
- 10. #WOMMASummit Disclosure Toolkit Keywords Audience Research Content Strategy Response Assessment Framework Message Map Response Prioritization 10 10
- 11. #WOMMASummit Takeaways PROACTIVE REACTIVE Ongoing Work Streams Listening Reporting Community Management 11 11
- 12. #WOMMASummit Questions @MissLynn13 Emilie Bridon Lynn Morton Sr. Digital Marketing Manager Microsoft Sr. Account Strategist R2integrated www.microsoft.com www.r2integrated.com 12 12
Notas del editor
- Results:Over 1100 mentions during the disclosure period3% positive sentiment1.3% negative sentiment95.7% neutral sentimentLicensing was the number #1 discussed topic (over pricing or edition changes)68.8% of conversations happened on Twitter12.5% of conversations happened on blogs7.1% of conversations happened on forums