Brand protection & Crisis Aversion
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Brand protection & Crisis Aversion
- 1. #NYKLondon Brand Protection & Crisis Aversion Kelly Roche | Project Manager @kkellyro
- 2. #NYKLondon Agenda • Introduction • Examples • How to • Summary Objective: Understand how to use social listening to plan for, identify, and react to a brand crisis
- 4. #NYKLondon “It takes 20 years to build a reputation and five minutes to ruin it” - Warren Buffet
- 5. #NYKLondon Brand Detractor s Executive Attacks Competitiv e Wars Industry Threats Controversi al Topics What types of threats can harm your brand through social media?
- 6. #NYKLondon Types of threat PotentialExpected Unexpected KNOWN THREATS: Easier to plan for UNKNOWN THREATS: Harder to plan for
- 8. #NYKLondon
- 9. #NYKLondon
- 10. #NYKLondon
- 12. #NYKLondon Step-by-Step Guide 1. Plan 2. Monitor 3. Acknowledge & Assess 4. Inform 5. Respond 6. Evaluate & Learn
- 13. #NYKLondon STEP 1 Plan • Predict threats • Discuss with colleagues • Communicate the plan • Define roles • Think outside your brand
- 15. #NYKLondon • As it happens • Daily / Weekly
- 17. #NYKLondon
- 18. #NYKLondon Think about: • Are you using Alerts? • How can you make your Alerts more specific and relevant using filters? • Are you using Signals? • Who else in the organisation would benefit from these?
- 19. #NYKLondon STEP 2 Monitor • Listen to online conversation related to your brand, competitors and industry • Look out for changes in the data • Be aware of detractors
- 21. #NYKLondon Emotive Mentions over Time
- 22. #NYKLondon Negative Authors & Stories
- 24. #NYKLondon Logo Detection: Image Insights
- 25. #NYKLondon Think about: • In what ways do you currently monitor your brand reputation? • How regularly do you check it? Are you proactive or reactive? • What about competitors, key issues or key people in your industry?
- 26. #NYKLondon STEP 3 Acknowledge & Assess • Understand who, where, when, why… • How is the conversation developing? • How urgent is it? • Who do you need to inform?
- 27. #NYKLondon Mentions over Time: by Day, by Hour
- 32. #NYKLondon Think about: • If a crisis occurred, what data would you need in order to understand what has happened? • How can you make it quicker and easier to find? • Are there any other sources of data might you need from other teams?
- 33. #NYKLondon STEP 4 Inform • Relevant people: internal teams, leadership, partners, shareholders, journalists… • Key facts about the situation • Plan for response
- 34. #NYKLondon Add recipients to your Alerts
- 36. #NYKLondon
- 37. #NYKLondon Think about: • Who would you need to inform • How would you share the data with others? • What can you set up in advance to save time?
- 38. #NYKLondon STEP 5 Respond • Different types of response • Protect reputation • Be timely and authentic • Opportunity to turn negative into positive • Continue to monitor and respond
- 39. #NYKLondon Identifying Top News Sites
- 40. #NYKLondon Identifying Top Journalists on Twitter
- 42. #NYKLondon Think about: • What channel is your organisation likely to use for a crisis response? • Who else will be involved and what information will they want from you? • What could you do now to prepare?
- 43. #NYKLondon STEP 6 Evaluate & Learn • Step back • Evaluate what went well / not so well • Report • Discuss • Plan for next time
- 44. #NYKLondon Summarise in a Dashboard
- 45. #NYKLondon Create Rules & Tags
- 46. #NYKLondon Think about: • What information would you need to provide in order to evaluate? • Who else would you want to involve in discussions? • How would you learn from the process and what would you do differently at the planning stage?
- 49. #NYKLondon • Alerts & Signals • Dashboards • Filters & Quick Search • Rules & Tags Recap: Using Brandwatch for crisis management
- 50. #NYKLondon Takeaways • Plan for different types of threat • Look beyond just your brand • 6-step crisis management plan: social listening can play a role at every stage • Evaluate & learn
- 51. #NYKLondon Thank you. Kelly Roche | Project Manager @kkellyro
Notas del editor
- The focus of this session is understanding how to use a social listening tool like Brandwatch to plan for, identify and respond to a brand crisis online. I will be taking you through showing you some ways y Introduction What are the threats that can harm your brand through social media? Demonstration How to leverage the Brandwatch tool to prepare for and react to a crisis Real World Examples Success Stories of Customers using Brandwatch to mitigate crisis Examples of situations where a tool like Brandwatch could have made an impact Best Practices Step-by-Step Crisis Management guide to successfully overcome crises within your organization
- [need some notes here]
- Expected: You know that your company external comms department are about to announce factory closures. You know that there has been a product recall. You know that And these could be things that you company has control over, or equally things that it doesn’t. Potential: u know that you have a new product being released publicly on a particular date. You Unexpected: these are the harder ones to plan for And social listening can
- [plan what to say]
- [plan what to say] Rob Gronkowski and American football player In early 2018, when KFC ran out of chicken in the UK, the volume of negative mentions skyrocketed and the conversation quickly spread around the world. Later that week, the fast food restaurant responded with an amusing newspaper ad that apologized for the inconvenience. This was the first time positive-categorized mentions saw spikes amid the largely negative chicken shortage conversation, suggesting their decision to proactively respond to this crisis was a smart business move.
- [plan what to say] Rob Gronkowski and American football player In early 2018, when KFC ran out of chicken in the UK, the volume of negative mentions skyrocketed and the conversation quickly spread around the world. Later that week, the fast food restaurant responded with an amusing newspaper ad that apologized for the inconvenience. This was the first time positive-categorized mentions saw spikes amid the largely negative chicken shortage conversation, suggesting their decision to proactively respond to this crisis was a smart business move.
- I w
- [plan what to say]
- When it comes to crisis management, the best course of action is to prevent. If you can predict and plan for potential issues, you will be able to act more quickly when the event occurs. Discuss with other colleagues and teams in your organisation about the types of threats facing your business online. Make a plan and communicate it with key people. Make it clear who has what role in a crisis situation. What is your role, who will have the ‘sign off’ on the response? Explore beyond your remit and learn from the common problems arising in your industry, competitor space, partners, etc.
- Completely customisable Straight to your inbox. You can set it up to go to multiple recipients. Daily or as it happens. And you can pause these whenever you like. Alerts are customized automatic notifications based on what YOUR brand threats are. for example maybe mcdonalds wants to be alerted everytime health issue related mentions double in volume, or an insurance company may want an email when the word “Fraud” Is mentioned in a news article.
- Completely customisable Straight to your inbox. You can set it up to go to multiple recipients. Daily or as it happens. And you can pause these whenever you like. Alerts are customized automatic notifications based on what YOUR brand threats are. for example maybe mcdonalds wants to be alerted everytime health issue related mentions double in volume, or an insurance company may want an email when the word “Fraud” Is mentioned in a news article.
- Signals are a little different, they identify emerging trends as soon as they begin. So in the example on the right Royal Airways is receiving a signal because #airRage began trending around the brand name. You always want to be notified of sudden changes in your data or shifts in sentiment in case you need to take action.
- Set up in a similar way to alerts but they are designed to be more broad, to pick up on unusual trends. You can add some basic filters but not to the extent of Alerts. Again these can go to any recipient, regardless of whether they are a BW user You do not choose frequency on these because they are less predictable
- So what I would like you to think about:
- Reputation dashboard, alerts ongoing Image Insights dashboard if you have it
- This dashboard will also show you the most negative authors and news stories so that you can keep an eye on these
- This allows you to see any trends or shifts in the emotion of mentions As with existing Brandwatch features, users will be able to segment and filter using emotions in all existing Dashboards, Components, Alerts and more. AVAILABLE Q4
- Another technique to implement is logo detection Implementing a logo detection tool allows you to see everytime your brand logo appears on social, even when your brand name is not mentioned, which for consumer brands, believe it or not, is about 80% of the time. Logo Detection is useful for brand protection from fashion brands seeking to identify counterfeit products being promoted online Or a photo of a protest or event goes viral and your store happens to appear in the background of the image or your logo is on someones clothing This can pose unintended consequences that you may need to manage or at least be aware of.
- So what I would like you to think about:
- In the acknowledgement stage you’re basically trying to understand what has happened. What is going on? Who: that could be one main detractor, and influential person, perhaps a competitor, a particular community online. And who else is involved from a brand perspective, is it just your organisation or is it some of your peers as well? Where: Geographically? Is it concentrated on one particular online channel? Conversation developing? Is it growing, is it spreading? Has it gone from being only on social media to being picked up by news outlsets? Has it actually subsided? When: when did it start? Why: What is the root cause of this? Who do you need to inform, and how urgent is this situation. The more information you can gather at this early stage, the better chance your organisation hs of respongin quickly. Go into the dashboard. Use quick search. Look at topics components Create a rule and tag
- The first thing you might want to look at the assess the situation is the spike in mentions. You can view by Day but also what is quite useful is to view by Hour. You can then click into the peaks to see what the drivers are.
- Suppose you want to check your assumptions on what it is all about. Imagine you think that it's something to do with your company CEO. The Quick Start function is a great way to narrow down the data to focus on a particular word or topic. You go to the Filters, Quick Search, type in your term (you can also use Boolean here but I have kept it simple). It will then change the visualiation, as you can see, to show the data for any mentions in your dataset that include this term. For those of you who are familiar with rules and tags, this is acting like a rule and tag temporarily. And it can be a good first step before making the effort of creating a rule.
- Luckily we have a new feature coming (which was announced earlier) called Iris which will help speed up this process for you by identifying the reasons behind the peaks in volume.
- In terms of finding out more about 'what' people are saying, you can go to a topics cloud. And if you want to filter you can go to the filters section and filter to just show negative sentiment.
- You then might want to look at the where: and the best component for this would be a Volume over time chart, broken down by page type. In this example you can see that the conversation has spiked on Twitter followed by a reaction in the news.
- So what I would like you to think about: If a crisis happened, what data would you need? How can you make it quicker and easier to find? Other sources of data: customer services, web data, operations teams, legal teams?
- Inform the relevant people: depending on the situation you may need to inform internal teams, partners, journalists, shareholders… Key info: Run internal briefings to all teams, providing a detailed explanation of the situation – based on what you have found out from the assess stage. You may need to advise members of staff on how they should respond if contacted by press. Effective internal communication is as important as opening up to the public with an official statement.
- Brandwatch is really useful to inform others – especially if you’re not all in the same place or timezone, by having tools like alerts. You might have a regular alert running which you can temporarily add other people to. Or tweak it to increase the frequency. You will be able to pause and resume alerts at any time.
- You can Export your dashboard to a Powerpoint file
- If you have Vizia you can use this too – to make the information visible – thinking of course about confidentiality, even internnaly.
- So what I would like you to think about:
- Different types of response – depends on situation The situation could call for multiple forms of response: whether that’s an official statement, something in the press, or a communication out to customers or other stakeholers. In addition to your official response to a crisis, engaging with social media posts in a timely, authentic manner can be the key to turning negativity into positivity and protecting your brand’s reputation. We all know it can be like a spectator sport! The approach depends on the seriousness of the issue, but in most cases you’d simply need to acknowledge the mention, apologize, and provide assistance, or link to the official statement on the situation. Alternatively, you can think outside the box and surprise the audience–it can be a risky move, but in KFC’s case, totally worth it.
- As I said the response is dependent on the situation, but perhaps you might want
- You can use the Top Tweeters Component And in the Filters section, filter it to profession ‘Journalist’
- If the crisis is ongoing, you can keep an eye on any new peaks Use a volume over time component. Here is an example of a Volume by Hour chart, broken down by sentiment
- So what I would like you to think about:
- No doubt someone in your organisation will want a report. Not just on the crisis itself and how it came about, but on the aftermath and the process for dealing with it. Use Brandwatch for this – perhaps combined with other data What would you need next time, how can you prepare again?
- You could use Brandwatch to pull the key information into a simple Dasnboard. Remember you can use the Notes component to summarise and add main insights. You could then share this with others
- Now that you perhaps have a bit more time, you could go back and create a rule. Remember we had the Quick Search for CEO, within all the conversation. You can create a rule and a tag for it so that you can filter your dashboard or your tab, or you individual components, just to this subset of data. This can be applied to past mentions as well, since that data has already been collected.
- So what I would like you to think about:
- I will now take you through some examples of making the most of Brandwatch for crisis detection and management. We have a range of experience in the room so I be going quite quickly - if you have any questions come and find one of our team on the booths and we’ll happily show you in more detail.
- So what I would like you to think about: