Social Media Crisis Management
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Are you prepared for a social media crisis? What if you found yourself confronted with a social media crisis? How would you handle the situation without risking degradation to your brand? What do you do to contain the damage? Let our social media experts help you develop a plan of action to save your brand.
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Social Media Crisis Management
- 1. eTip Webinar Social Media Crisis Management Starmark Branding Advertising Interactive Public Relations Direct Response Mobile Social Analytics
- 2. Starmark: 30 Years of Excellence Our Backbone: Company Founded on Integrated Marketing Interactive, Social & Public Relations Return On Investment Focused Top-10 Diversity Owned Company in Florida Nationwide Recruitment Recognized Top South Florida CEO Includes: Fort Lauderdale (Headquarters) San Juan, PR Peggy Nordeen CEO Orlando, FL STARMARK.COM © 2011 STARMARK
- 3. Starmark eTips • Weekly eTip Newsletters • Based on Cutting Edge Current Trends • Co-Authored In-house By Experts Within Discipline • Ongoing App, Web & Media Testing • Nationally Syndicated Content • Industry Benchmarks • Actionable Webinars STARMARK.COM © 2011 STARMARK
- 4. Starmark eTips ! • Weekly eTip Newsletters • Based on Cutting Edge Current Trends • Co-Authored In-house By Experts Within Discipline • Ongoing App, Web & Media Testing • Nationally Syndicated Content • Industry Benchmarks • Actionable Webinars STARMARK.COM © 2011 STARMARK
- 5. The Landscape OWNED EARNED PAID STARMARK.COM © 2011 STARMARK
- 6. The Landscape OWNED EARNED OWNED PAID PA INTELLIGENCE INTELL STARMARK.COM © 2011 STARMARK
- 7. Media (Re)defined Source: Forrester Research Inc STARMARK.COM © 2011 STARMARK
- 8. Media (Re)defined Three Types of Media Owned Earned Paid Collateral & Direct Response Public Relations Print Advertising Web Site//Mobile Site Word-of-Mouth Advertising Networks Blog & Video Content Speaking Engagements Paid Search Social Media Presence Awards Co-Op & Advertorials Email Marketing & Lists Search Engine Optimization Sponsorships Location Marketing Social Media Discussions Specials & Coupons Custom Apps Customer Support Outdoor & Trade Shows Buzz/Viral Intelligence Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling Source: Forrester Research Inc STARMARK.COM © 2011 STARMARK
- 9. Media (Re)defined Three Types of Media Owned Earned Paid Collateral & Direct Response Public Relations Print Advertising Web Site//Mobile Site Word-of-Mouth Advertising Networks Blog & Video Content Speaking Engagements Paid Search Social Media Presence Awards Co-Op & Advertorials Email Marketing & Lists Search Engine Optimization Sponsorships Location Marketing Social Media Discussions Specials & Coupons Custom Apps Customer Support Outdoor & Trade Shows Buzz/Viral Intelligence Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling Source: Forrester Research Inc STARMARK.COM © 2011 STARMARK
- 11. Social Media as a Crisis Management Tool STARMARK.COM © 2011 STARMARK
- 13. Social media as a crisis management tool • Listen • Trigger Identification • Establish a “Pain Threshold” • Identify • Respond • Assess STARMARK.COM © 2011 STARMARK
- 14. Free Social Media Listening Tools • Google Alerts • Twitter Search • Social Mention • Addict-o-Matic • Topsy • Icerocket • OMGILI (forum searches) STARMARK.COM © 2011 STARMARK
- 15. Trigger Identification Using social media as a crisis management tool can come in many forms: • Product Recall • Acts of God • Customer Complaints • Guilt by Association • Mass Opinion • Smear Campaigns • Service & Support Updates • Reputation Management • Suicide Posts STARMARK.COM © 2011 STARMARK
- 16. Suicide Posts: To Be Avoided At All Costs http://econsultancy.com/us/blog/7913-14- epic-social-media-fails STARMARK.COM © 2011 STARMARK
- 17. WHAT YOU SAY HAS TO STAY. STARMARK.COM © 2011 STARMARK
- 18. The “Pain Threshold” - Situation Rank the viability of the situation: • Acknowledge the issue and your intent to create a resolution. • Do your best to work with them “off the grid” with a trained customer service representative. STARMARK.COM © 2011 STARMARK
- 19. The “Pain Threshold” - Situation Rank the viability of the situation: • Acknowledge the issue and your intent to create a resolution. • Do your best to work with them “off the grid” with a trained customer service representative. CRITICAL: LEGAL RESPOND IMMEDIATELY MESSAGING RISK REQUIRES RESEARCH KEY MONITORING LISTENING STARMARK.COM © 2011 STARMARK
- 20. The “Pain Threshold” - Situation What if we get sued? • If legal issues arise within the context of claims, seek professional representation. • Don’t delay in your response even if you must seek representation. • Trust is created only when the customer believes what you’re saying. Know your message, brand and corporate promise. Immediately weight the outcomes prior to response. • Who does it effect? Customers, community or both? • Who many people does it affect? • Resolution timing and preparation. STARMARK.COM © 2011 STARMARK
- 21. The “Pain Threshold” - Individual Rank the viability of the user: • Does the user have a mass following; subscription base? • Are they a ‘one-hit-wonder’ or consistent on their issue? • Does the user have an educated voice? • Has the user supported their issue with additional content? Photos, blog post or adverse ratings? • What do their past posts say about their candor and problem resolution and outcome? STARMARK.COM © 2011 STARMARK
- 22. Crisis “Management” "I'm sorry. How can I help?" • Advocate that they communicate with you offline, on the phone or by email. If they refuse to work with you offline: • Ask them to outline their problem, issue or criticism on their chosen channel. • Listen to the problem and take their contact information. Tell them you will research the issue immediately and respond on (insert social channel). GIVE UPDATES PUBLICLY! • Haste is key. It's about hours not days in social media. The faster you can respond, the better. If it takes time, check in and give updates. • Complete transparency of the issue is the best practice. STARMARK.COM © 2011 STARMARK
- 23. Crisis “Management” - Acts Of God / Terror • Be immediate to the minute • Address updates with care not to misinform • Maintain position until public opinion is at rest STARMARK.COM © 2011 STARMARK
- 24. Crisis Management: Preventative Maintenance • Empower all customers to give feedback. Customers complain less if they feel like you hear them. • Check back in with the person(s) who had previous issues and make sure they're satisfied. • Create polls, surveys and email questionnaires to follow up on any issues or to get a sense of brands position and trust perception. • “Kill em’ with kindness.” No matter what you say it must come across as positive. • Watch out for multicultural definitions of communications. STARMARK.COM © 2011 STARMARK
- 25. Advanced: Crisis Management Tactics • Create a network of SME's (your advocates) within your business category who are willing to publicly respond to your defense should it be required. • If the issue is so large that it's collecting "mass opinions," you need to be ready to deploy ongoing messaging to the collective. Construct a website to drive attention of the issue into one area where you can control it. STARMARK.COM © 2011 STARMARK
- 26. Advanced: Crisis Management Tactics • In all cases of mass opinion, you and your team must increase your social monitoring to more granular key-wording, and listen for abstractions that come from the opinion. This monitoring should be around the clock until you deem it no longer necessary. Brand Keyword Keyword Keyword DURING A DEFINED CRISIS Issue Users Press Detail Keywords Comments Responses Public Opinion Ratings/Rankings In The News STARMARK.COM © 2011 STARMARK
- 27. Advanced: Crisis Management Tactics • Actively train your staff to look out for possible threats to your brand and its messaging. • Your “digital voice” – Train your staff to make sure that they communicate in a way that can only be interpreted as positive online. • Lastly, you and your staff must understand how to take responsibility for mass opinion. Like it or not, you're here to please the customer, not make/defend your point on your social channels. STARMARK.COM © 2011 STARMARK
- 28. The Shocking Math Customer On The Phone: 1 Twitter: 75 Facebook: 175 Blog Subscribers: 1,000? 10,000? 100,000? STARMARK.COM © 2011 STARMARK
- 29. Thank You Get our weekly eTips: etips.Starmark.com Justice Mitchell VP, Interactive & Social Creative Director jmitchell@starmark.com @justicemitchell Text “ETIP” to 24-7-365 to get our weekly eTip via SMS STARMARK.COM © 2011 STARMARK
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