Social/digital crisis management tips and case studies, as presented at the National Agri-Marketing Association Fall Conference in Minneapolis, 2012.

1. Crisis
Management:
Leading
Your Team
NAMA Fall
Conference
September 26, 2012
Lauren Melcher,
Digital Strategist
@lgmelcher
@wsfarmandfood
Elevating The Conversation Page 1
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2. I analyze, research and write at the
intersection of digital technology &
culture (with a special love for food & ag)
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3. Social media has
revolutionized the way
companies must
approach media
relations, customer
relations and corporate
reputation management.
BUT HOW, EXACTLY?
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4. 63% of a company’s market value
is attributed to reputation.
The Economist Intelligence Unit rates
reputation risk as the highest risk factor
to a business – greater than regulatory risk or
crime
The first 120 minutes of a crisis can determine
the public’s perception of your company
56% of CEOs perceive a threat to
the company’s reputation while 67% of all other
employees perceive a threat to reputation
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5. Press conference of the past:
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6. Today’s press conference:
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7. And, in large part, because of these:
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8. Crisis and issues
feed on…
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9. THE VISUAL
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10. THE SHAREABLE
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11. THE EMOTIONAL
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12. MANAGING A CRISIS
• Crisis requires • With social • Pre-define (or
prompt, incre media, quickly define)
mental transparency roles and
response is even more responsibilities
• Say as much as you paramount • Designate a crisis
can, as soon as you • Don’t delete posts quarterback to lead
can (unless commenters the response team
• Make sure messages violate a previously • Coordinate closely
are coordinated posted social between legal, HR,
across channels media policy) employee comms,
advertising and
marketing, and other
departments
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13. The social landscape is littered
with lessons of how not to
handle issues and crises.
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14. PROGRESSIVE
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15. CHICK-FIL-A
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16. Elevating The Conversation Page 16
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17. Managing a crisis can
feel like scootering
underwater.
So let’s practice.
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18. Show a screen shot of a FireBell-simulated page of activity on Acme’s Facebook page for “The
Widget.”
The Update Meeting 19 April 2012 Page 18
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19. Elevating The Conversation Page 19
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20. What happens when there’s
nowhere to hide?
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21. Five overarching reminders:
Plan thoughtfully
Practice realistically
Communicate authentically
Engage quickly
Breathe deeply
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22. “The organizing principle of how
we live, work and play [the web]
is moving away from being built
around content, and is being
rebuilt around people.”
- Mark Zuckerberg
The Update Meeting 19 April 2012 Page 22
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23. Lauren Melcher
Digital Strategist | Weber Shandwick
@lgmelcher
lmelcher@webershandwick.com
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