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Social Media in Times of Crisis

Presented by Beverley Theresa of Top Draw at iMEDIA 2016.

Don't let your business #failwhale in a social media disaster. This interactive session will give you the tools to create a social media crisis management strategy, how to execute it correctly and how to avoid being on the list of "Top 10 Social Media Disasters of 2016".

Failing to plan is planning to fail.

Review this slide deck if you:

Want to create a social media crisis management strategy and demonstrate the benefits of having one for your business or clients.
Want to learn from real world examples of social media disaster management and from companies doing crisis management right and from those that flopped hard.
Want to learn how social media can be used as the the most valuable PR tool

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Social Media in Times of Crisis

  1. 1. Social Media in Times of Crisis Beverley Theresa @hellobeverley Beverley Theresa Social Media Strategist
  2. 2. #iMEDIA16 @topdrawinc beverley@topdraw.com topdraw.com BEVERLEY THERESA Social Media Strategist Hello topdraw.com @topdrawinc
  3. 3. #iMEDIA16 @topdrawinc Hello
  4. 4. #iMEDIA16 @topdrawinc Overview ● The difference between a problem & crisis ● Bad examples of crisis handling ● Good examples of crisis handling ● Preparation for crisis ● Key takeaways ● Questions? ● Kbye!
  5. 5. #iMEDIA16 @topdrawinc What IS Social Media? Publish content Discussions Feedback Evaluations Engagement Interaction Blah blah blah...
  6. 6. #iMEDIA16 @topdrawinc Problem vs Crisis Problem - Ongoing - Doesn’t present immediate risk - Does not present any severe long-term impacts on the company Crisis - New issue - Negative long-term repercussions - Company lacks knowledge of event - Action taken ASAP
  7. 7. #iMEDIA16 @topdrawinc Problem vs Crisis
  8. 8. Bad Examples
  9. 9. #iMEDIA16 @topdrawinc Bad Examples - Party City
  10. 10. #iMEDIA16 @topdrawinc Bad Examples - Party City
  11. 11. #iMEDIA16 @topdrawinc Bad Examples - Party City
  12. 12. #iMEDIA16 @topdrawinc Bad Examples - HMV
  13. 13. #iMEDIA16 @topdrawinc Bad Examples - HMV
  14. 14. #iMEDIA16 @topdrawinc Bad Examples - HMV
  15. 15. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  16. 16. #iMEDIA16 @topdrawinc Bad Examples - Applebees
  17. 17. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  18. 18. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  19. 19. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  20. 20. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  21. 21. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  22. 22. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s
  23. 23. #iMEDIA16 @topdrawinc Bad Examples - Applebee’s 42% decline in profit for the quarter
  24. 24. Good Examples
  25. 25. #iMEDIA16 @topdrawinc Good Examples - Burger King
  26. 26. #iMEDIA16 @topdrawinc Good Examples - Burger King
  27. 27. #iMEDIA16 @topdrawinc Good Examples - Kitchen Aid
  28. 28. #iMEDIA16 @topdrawinc Good Examples - Kitchen Aid
  29. 29. #iMEDIA16 @topdrawinc Good Examples - Kitchen Aid
  30. 30. #iMEDIA16 @topdrawinc Good Examples - Kitchen Aid
  31. 31. #iMEDIA16 @topdrawinc Good Examples - Kitchen Aid
  32. 32. Prep Yo’self
  33. 33. #iMEDIA16 @topdrawinc Preparing Yourself 1 Community guidelines 2 Social monitoring/listening 3 Crisis checklist 4 Crisis 411 document/microsite 5 Handle it
  34. 34. #iMEDIA16 @topdrawinc Preparing Yourself - Community Guidelines Sets precedent Goal of company social media accounts Participation “terms of use” Target: fans, followers, employees and marketing team
  35. 35. #iMEDIA16 @topdrawinc Preparing Yourself - Social Monitoring/Listening Listening
  36. 36. #iMEDIA16 @topdrawinc Preparing Yourself - Social Monitoring/Listening Analyzing
  37. 37. #iMEDIA16 @topdrawinc Preparing Yourself - Crisis Checklist
  38. 38. #iMEDIA16 @topdrawinc Preparing Yourself - Crisis Checklist Before your crisis checklist: ❏ Define emergency contacts ❏ Create employee communication plan ❏ Define brand voice and tonality for responses
  39. 39. #iMEDIA16 @topdrawinc Preparing Yourself - Crisis Checklist ❏ Identify the influencer ❏ Pause scheduled social media posts ❏ Pause paid ads on social media channels ❏ Create blog entry addressing situation as needed ❏ Communicate with emergency contacts and employees ❏ Continually monitor social media platforms for information ❏ Measure impact/KPIs
  40. 40. #iMEDIA16 @topdrawinc Preparing Yourself - Crisis 411 Document/Microsite/Slack Spreadsheet Word document Microsite Private forum
  41. 41. #iMEDIA16 @topdrawinc Preparing Yourself - Handle It
  42. 42. #iMEDIA16 @topdrawinc Preparing Yourself - Handle It
  43. 43. #iMEDIA16 @topdrawinc Preparing Yourself - Handle It
  44. 44. #iMEDIA16 @topdrawinc Preparing Yourself - Handle It
  45. 45. #iMEDIA16 @topdrawinc Preparing Yourself - Handle It
  46. 46. Key Takeaways
  47. 47. #iMEDIA16 @topdrawinc Key Takeaways Learn from the good… and the bad.
  48. 48. #iMEDIA16 @topdrawinc Key Takeaways Be proactive.
  49. 49. #iMEDIA16 @topdrawinc Key Takeaways Handle it.
  50. 50. QUESTIONS? beverley@topdraw.com topdraw.com BEVERLEY THERESA Social Media Strategist @topdrawinc

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