Keep Calm and Deal With It - Tamara Habib, Netizency
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Is your brand ready for a crisis? More importantly, is your brand ready for a social media crisis? A communications crisis can hit you at any moment! Whether it be a salmonella outbreak at your restaurant, your mobile devices catching fire in someone’s hands, or even someone putting up the wrong content on your social media pages, you need to be prepared. “Keep Calm and Deal with It” will look at the good, the bad and the ugly of how some brands have managed their social media crises, and highlight best practices to make sure that you, and your brand, are ready to deal with it.
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Keep Calm and Deal With It - Tamara Habib, Netizency
- 1. Tamara Habib BUSINESS DIRECTOR NETIZENCY DUBAI, UAE ~ OCTOBER 23 - 24, 2018 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast Keep Calm and Deal With It KEYNOTE
- 3. Social media and mobile technology amplify the challenges of organizations when it comes to crisis management
- 4. Be prepared: a crisis can happen at any time! Inadvertent Tweet PresidentTrump’sCofveve Offensive campaign Pepsi & Kendall Jenner Logistics issue KFC’s chicken delivery Rogue employee Domino’s sneezing incident Widespread illness/death Emirates’ NewYork Flight
- 5. You can’t afford unhappy customers! Acquiring a new customer costs more A happy customer spends more in the long run Advocacy pays off
- 7. The Ugly: How United Airlines royally messed up
- 10. The cost of bad crisis management April 10 Dr Dao dragged off the plane. “Apology” note issued April 11 Nearly $1Billion axed from United’s value on Wall Street. A 2nd, more sincere apology is issued April 13 Calls for boycott from China and elsewhere April 19 Social media users across the U.S., China, and Vietnam call for a boycott of United. April 22 More than 40% of millennials would either no longer fly on United or avoid giving it their business
- 11. The Bad: How Etisalat’s challenge backfired
- 13. Influencer influenza challenged the campaign’s authenticity
- 14. Even the competition got in on the fun
- 15. The Brilliant: How KFC won back its fans after a crisis
- 17. What’s a crisis? Not everything is a crisis…but… An unusually high number of posts/mentions The level of influence The tone/nature of the complaint
- 18. Build the right plan Craft a strategy: - Develop plan and assign tasks - Select spokespeople Analyze: - Monitor what’s happening on social media - A good listening tool is necessary! Develop the content: - Craft the right message - Involve all parties: creative agency/PR/social agency/client comms team Stop other communication: - Remember to stop all scheduled posts and discontinue ads
- 19. Learn from your mistakes ✔️Document everything ✔️ Create a post- mortem document ✔️ Derive key learnings ✔️ Share with relevant parties
- 21. How we’ve done it
- 23. In summary A crisis management plan is necessary No two crises are the same. Your crisis management plan should be customized to your business Just because the crisis doesn’t happen on social media doesn’t mean the crisis won’t be discussed on social media When a crisis arises, speed is essential Get your partners involved – PR, social media, creative agency Track the discussion beyond your own social channels Craft your response to be in line with the severity of the problem…but also to be in line with your brand’s tone of voice Be transparent, and admit when you’ve messed up
Editor's Notes
- Speaker Cover Slide
- Mobile technology + social media have transformed the landscape for social media crisis management A friend told me about an unpleasant experience she had with a retailer – their delivery system was horrible and she was not able to get through to anyone. So I told her “complain on Facebook”…and after I said that, I heard myself wondering why I would ever want to make a community manager’s life difficult. But the reality is, even as someone who works in social media, I know that the best way to get a company to react is to post on social media. Because everyone sees social media, so brands want to make sure that they are
- TACO BELL/DOMINO’s (rogue employee) Widespread illness: EK
- https://hbr.org/2014/10/the-value-of-keeping-the-right-customers COST: Acquiring a new customer can costs less 5 to 25 times more than retaining an existing one https://hbr.org/2014/08/the-value-of-customer-experience-quantified Happiness: a happy customer spends ustomers who had the best past experiences spend 140% more compared to those who had the poorest past experience. 92% of people trust recommendations from friends
- Samples of crises an how brands dealt w them
- Security officials dragged paying passenger Dr David Dao off United Express Flight 3411 from Chicago to Louisville, Kentucky. As a result of his rough treatment, Dr Dao was hospitalised; and thanks to the multiple smartphone videos that captured the confrontation between Dr Dao and the security officials, the incident has escalated into a global PR disaster for United Airlines.
- Munoz also called the screaming passenger "disruptive" and "belligerent." After a further uproar, (even President Trump described United’s treatment of Dao as “horrible”), United issued what was perceived as a more sincere apology, with Munoz promising such an incident would never happen again on United.
- Etisalat challenges consumers to find offers and prices that are better than their own and they’ll match or beat that offer. The reality is, the Telco industry in the UAE is a duopoly, both owned by the same operator.
- When there was a chicken shortage in the UK, and KFC had to actually turn people down, hundreds of locations temporarily shit down, disappointed fans on social media, fans contacting the police about the issue, Apologizing was the one thing the chain could do. “A chicken restaurant without any chicken is not ideal” The shortage stemmed from “operational issues” with new delivery provider DHL, forcing most of its hundreds of locations to temporarily shut down (some reopening with limited menus and shorter hours). Disappointed fans of the chain were vocal on social media and even started trying to get police involved (police in both London and Manchester had to remind angry KFC fans that the “#KFCCrisis” isn’t a police matter). KFC even set up a website letting fans know where the closest open store was located. As of today, the BBC reported that around 700 of the KFC’s stores in the U.K. have reopened. High brand awareness Brand affinity
- If there’s an unusually high number of mentions coming in about a specific community, or a specific model of car that is being sold If the people who are commenting have a high number of followers/have some level of influence If the complaint is serious in tone and nature. Someone is talking about bodily harm, or illness, or poisoning (from food)
- Set up the right key words, set up alerts when mentions are negative/too high/mentioned by someone with a high number of followers Make sure that the right message is crafted. Let it not be vague.
- Publically acknowledge what is going on As soon as possible, acknowledge your brand’s problem or crisis on social media. Even if you don’t have a solution or real updates yet, put something out that tells your audience that you’re aware of what’s going on. This lets people know that you’ve jumped on the issue quickly and care about solving it, as well as where to go for more updates. At this point, it doesn’t need to be anything more than a short post on each important channel. You may want to consider reposting it a time or two within the same time frame to ensure your followers see it. People are not idiots, they see through cover-ups - so do not try to outsmart them (like the American Airlines Example). Just be upfront and admit when you’ve messed up.
- Real Estate: A sewage pipe burst outside a residential community, and the RTA closed the roads resulting in for people to leave their house in the morning Activity: We created content showing the roadworks with a progress bar, invited members of the community to meet with the company’s management to learn about the issue, invited the media and influencers within the community to cover the topic TELCO Issue: The license for a telco was delayed by a few months, and the company was not able to respond to or recruit any of 65,000 CVs received from its social recruitment campaign Activity: We apologized for the delay, created content showing all the CVs received and how the company is swamped, showed interviews with HR, promised a resolution BANK: Issue: A museum was scolded for portraying an artwork showing a video of burning chicken, with thousands of hate message and threats from animal rights groups Activity: We created content showcasing how none of the animals were harmed, showed an interview with the artist, explained the special effects used to create the artwork CONDIFENTIAL: Issue: A client database was leaked and the leaker was trying to share this database online on Twitter, Facebook, Youtube, and DropBox Activity: We worked with Twitter, DropBox, Facebook, and YouTube to shut-down/block all the user accounts and delete the files. We deleted more than 150 accounts in a period of 2 weeks
- Welcome Slide Template