Contenu connexe Similaire à Social Media Crisis Management (20) Social Media Crisis Management1. 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
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© 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
6. The Landscape
OWNED EARNED OWNED
PAID PA
INTELLIGENCE INTELL
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
13. Social media as a crisis management tool
• Listen
• Trigger Identification
• Establish a “Pain Threshold”
• Identify
• Respond
• Assess
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© 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
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© 2011 STARMARK
16. Suicide Posts: To Be Avoided At All Costs
http://econsultancy.com/us/blog/7913-14-
epic-social-media-fails
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© 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
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© 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?
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© 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
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© 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?
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© 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
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