1. Learning the Nuts and Bolts of Crisis
Management

2. Are We in Denial?
• It’s not going to happen to me
• If it happens it won’t be that bad
• If it that’s bad, someone will rescue me

3. Here’s What Could Happen To You

4. Fundamentals of A Crisis Plan

5. Fundamentals of A Crisis Plan
• Situational Awareness

6. Fundamentals of A Crisis Plan
• Situational Awareness
• Operations (Who’s In Charge,
Who Says What)

7. Fundamentals of A Crisis Plan
• Situational Awareness
• Operations (Who’s In Charge,
Who Says What)
• Message Development

8. Fundamentals of A Crisis Plan
• Situational Awareness
• Operations (Who’s In Charge,
Who Says What)
• Message Development
• Victim Management

9. Fundamentals of A Crisis Plan
• Situational Awareness
• Operations (Who’s In Charge,
Who Says What)
• Message Development
• Victim Management
• Rebuilding Trust

10. Crisis Communication Planning

11. Crisis Communication Planning

12. So Why Pay Attention To Social
Media?
It Can Start
A Crisis!

13. Question: How Many Spokespeople Does Your
Company Have?

14. Question: How Many Spokespeople Does Your
Company Have?
Answer: As Many Employees, Family Member,
Friends, Suppliers, Colleagues, and Associates of
Your Business...That’s How Many

15. FedEx Holiday PR
Disaster
• On December 2011, customer
video on YouTube shows delivery
guy throwing their computer
monitor over fence
• Grabbed more than 4.5 million
views on YouTube
• Company responds on social
media issuing apologies to
dissatisfied customer

16. FedEx Responds On Social Media

19. Lessons from BP Oil Spill

22. Why Social Media is Different
Than Traditional PR

23. Social Media Puts “Public” Back
In PR

25. Protecting Your Online Reputation

26. 1. Track Everything
• Reputation Monitoring
• Keyword Search

27. Types of Search Tools

28. • FriendFeed – searches through whatever social media
sources its members have added.
• Technorati – searches through the blogosphere, but not
other social media.
• Google Blog Search – also searches through the
blogosphere.
• BlogPulse – also searches through the blogosphere.
• Twitter Search – provides results only from Twitter.
• Kurrently-real time search engine for Facebook and Twitter
• Dipity – searches through social media sites and displays the
results against a timeline.

29. 2. Measure Everything

30. 3. Participate

31. Silence Isn’t Golden
• These conversations are taking place with
or without you, so ignoring them only
eliminates you from the conversation and
removes your company from the radar
screens of the customer

32. Deputize!
• Can’t Be Just You
• Set Guidelines
• Get Others to Engage

33. 4. Be Authentic

34. 4. Be Authentic
• Don’t pay for good reviews

35. 4. Be Authentic
• Don’t pay for good reviews
• Don’t spin

36. 4. Be Authentic
• Don’t pay for good reviews
• Don’t spin
• Don’t lie or cover-up

37. Be Authentic

38. 5. Listen

39. 6. Act Quickly

40. Things You Could Start
Today

42. Training My Employees on Social
Media

43. Corporate Social Media
Expansion
• 76% of companies DO NOT HAVE a
clearly defined policy
• 53% of business executives see
corporate social media use increasing
over the next 12 months

44. Commonly Used
Guidelines
Does Your Company Have These For Employees?

46. • Speaking on Behalf of Company

47. • Speaking on Behalf of Company
• Information Employees Are NEVER allowed
to share

48. • Speaking on Behalf of Company
• Information Employees Are NEVER allowed
to share
• Online Behavior That Won’t Be Tolerated

49. • Speaking on Behalf of Company
• Information Employees Are NEVER allowed
to share
• Online Behavior That Won’t Be Tolerated
• Disclaimers Regarding Personal Opinions
About Company

50. Workforce Training

51. • Not all employees have relationship with
social media
• Base training on their skills regarding web
technology
• Separate into groups

52. Digital Native
• Have grown up with digital technology and social
media is apart of daily lives
• more on company’s goals and how to measure
Training should focus less on technology and
return

53. The Reluctant User
• Know big social networks but haven’t
adopted them into daily lives
• Teach advanced usage of tools they are
familiar with

54. The Digital Newbie
• New to digital world and lack skills to
navigate social media on their own
• Teach them social networks your company
deems important and educate on
company’s goals