dreamforce 14 - crisis communications v1
Post on 13-Jul-2015
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Crisis Communications
Joel Book
Principal, Marketing Insight
ExactTarget Marketing Cloud
@joelbook
Rick Murray
Consultant & Former President – Midwest Region
Edelman Public Relations
@rickmurray
How to Use Digital Media when your Brand Reputation is On the Line!
Joel BookPrincipal, Marketing Insights
Salesforce Marketing Cloud
Place
Customer or
Partner logo in
white area of
slide, centered
Rick MurrayConsultant
Former President, Midwest Region
Edelman Public Relations
Safe Harbor
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A critical event which, if not handled in an appropriate and timely manner (or if not handled at all), may turn into a disaster or catastrophe.
What is a “crisis”?
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. . . Turns Out the Customer was Home
Customers Share their Experience – Especially When It’s Bad
86% of consumers who read or watch negative reviews say it impacts their buying decision. Source: Dimensional Research
FedEx Apologizes After Video of Driver Throwing Fragile
Package Goes Viral, saying the Courier’s Behavior was
“Absolutely, Positively Unacceptable.”
FedEx Followed with a Series of Tweets Addressing the
Problem
People on Twitter Praised FedEx for the Way they Handled
the Problem
Use to
introduce a
demo, video,
Q&A, etc.
You Can’t Prevent Every Crisis, But You Can Minimize Impact.
Every Crisis Has a Cost
• Public Trust
• Stakeholder Confidence
• Problem Solving
• Business Performance
• Book Value
Crisis Communications Objectives
1. Minimize the impact of a crisis on the brand’s
reputation, employees, customers, shareholders and
partners
2. Minimize the amount of time spent focused on the
crisis • Internally
• By our constituents
3. Regain control of the situation and the conversation as
quickly as possible
Be Prepared.
Identify
Points of
Vulnerability
24/7
Social
Listening
Identify
Friends
& Foes
Scenario
& Journey
Planning
Gather Key
Stakeholders
Response
Protocol
Decision
Matrix
Message,
Content, List
& Platform
Development
Friends & Foes > Map Your Influencers
Decision Matrix > Prioritize What Really Matters
Cases in Point
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introduce a
demo, video,
Q&A, etc.
When it Comes to Communicating in a Time of Crisis, You Need Technology.
When Bad News Breaks, Responding Quickly is Critical
Most companies lack the tools to “Listen and
Respond” immediately and correctly to
comments made in social media. (FedEx got it
right!)
As a result, companies are caught off-guard
and are not prepared to execute a coordinated
Crisis Communications strategy.
The damage is confusing and alienating
customers and hurting your brand’s reputation.
Tools for Crisis Communications – Radian6
Radian6’s listening and engagement
capabilities allow your organization to
monitor social media conversations,
treat it like intelligence, and make
informed PR decisions quickly
In Times of Crisis, Brands Must have the Ability to Proactively Listen to What’s Being said Respond Correctly
“How to I listen to online conversations
about my brand?”
“How can I connect and engage with
influential thought leaders?”
“What is the best way to find positive
brand conversations that I can amplify?”
“How do I track and engage in
conversations across my team,
ensuring brand consistency?”
Director of Social
Media / Marketing / PR
Tools for Crisis Communications – Journey Builder
Empowers marketing and PR
professionals to plan, personalize
and execute 1:1 interactions with
the brand’s key constituents --
customers, partners, media and
influencers -- across channels and
devices.
Develop and Execute Your Crisis Communications Plan with Journey Builder
Maps
Lay out the entire Crisis
Communications Plan
(Who, What, When, How)
Interactions
Identify what channels will be
used to deliver specific
communications
Analytics
Track & optimize goal results
over time
PLAN PERSONALIZE OPTIMIZE
Be Prepared!
• Learn to listen proactively
using social listening tools like
Radian6.
• Have a plan to address any
potential crisis communication
situation you encounter.
1 2 3
Crisis Communications – Key Takeaways
1 2 3
Crisis Communications – Key Takeaways
Be Prepared!
• Learn to listen proactively
using social listening tools like
Radian6.
• Have a plan to address any
potential crisis communication
situation you encounter.
Don’t Delay!
• Speed in responding is critical
for “first mover” advantage.
• Be totally transparent. If
you’ve made a mistake,
acknowledge it.
• Be “Audience-Specific” in
your communications.
1 2 3
Crisis Communications – Key Takeaways
Don’t Delay!
• Speed in responding is critical
for “first mover” advantage.
• Be totally transparent. If
you’ve made a mistake,
acknowledge it.
• Be “Audience-Specific” in
your communications.
Use Your Tools!
• Use Radian6 to monitor the
conversation on social media.
• Use Journey Builder to
orchestrate audience-specific
communications.
• Post articles and responses on
your blog and website; Link to
these assets in social media.
Be Prepared!
• Learn to listen proactively
using social listening tools like
Radian6.
• Have a plan to address any
potential crisis communication
situation you encounter.
Resources
What Should Marketers Do When Brand Negativity Goes Viral?
http://bit.ly/1opemIG
When Social Media Comments Go Negative, Should Your Brand
Respond? http://bit.ly/1eRIPpp
Making Data Breach Readiness a Priority
http://bit.ly/1mksJtM
Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
@joelbook
Rick Murray
Consultant and Former President, Midwest Region
Edelman Public Relations
@rickmurray
Thank You!
Joel Book
Principal, Marketing Insight
Salesforce Marketing Cloud
@joelbook
Rick Murray
Consultant & Former President – Midwest Region
Edelman Public Relations
@rickmurray
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