smcc2011_roland kroes presentation
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Confronting the rumour mongers
Roland KroesMediarelations & Public AffairsSNS REAAL
10 May 2011
What Social Media Crisis?
Nothing more criticalthan to try and keepyour audience on edgeafter lunch and withlovely spring weather outside
Introduction SNS REAAL
• SNS REAAL is a Dutch bank-insurer with a focus on the retail and SME market in the Netherlands
• 4th largest financial institution in the Netherlands
• Gross income of € 128 billion (2010)
• Circa 7,100 employees (fte)
SNS Retailbank
post-materia-listen10%
Nieuwe conservatieven
8%
- 5 -
WTF is er aan de hand met de SNS Bank?Iemand info?
- 7 -
- 8 -
- 10 -
A modest model forOnline Reputation Interventions1.Reputation 2. Issue at stake
3. Spread 4. Speed
Daily monitoring & regular reputation managementORM ∞ Webcare ∞ ORM
– Customer issues are handled by webcare team
– (Online) Reputational issues are handled by or after consultation of Media Relations
What about a MAJOR crisis:Continuity Management Team SNS Bank
• SNS Bank Continuity Management Team (CMT) is activated when high level crises occur
• CMT is chaired by CEO SNS (Retail) Bank and is composed of members from IT, Operations, Customer Relations and Corporate Communications
• Social Media is used in training sessions, not only as one of the means to react, but also as ‘input’ for the crisis training
Example #1SNS Bank and PREMtime
Time for raising the alarm level
• Higher level ofpreparednessSNS Bank
• Internal organisationbriefed via Intranet
• Customer service andSales departmentbriefed
• No proactive roleSNS Bank
Example #2SNS Bank and TROS Radar
In advance
Colleagues are supportive …
… and leave their comments afterwards
SNS Bank tweets it’s key messages
Webcare answers customer questions and remarks in co-operation with Media Relations
Concluding remarks
• They are all new steps; for everyone
• Don’t be distracted by the Social Media community
• When you are distracted, try and learn from it
• Learn especially from customer and employee feedback
• Social Media deserves a reserved spot in Crisis plans
• Keep the media mix in mind, but don’t exaggerate the cross-over impact of Social Media
Want to stay in touch?
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