crisis management through social media [framework]
DESCRIPTION
Two main points are evaluated in the presentation with inclusion of a process and framework: >> Context: Speed-Conversations-Tools-Transparency >> Framework: Prep-Maintain-ActionTRANSCRIPT
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iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
Social Media / Crisis Management
Context: Speed-Conversations-Tools-Transparency Framework: Prep-Maintain-Action
Services & Rates
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Social Media Crises are on the Rise
Source : Al+meter Consul+ng : How Social Businesses Prepare
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Social Media Crises
• Social Media Crises arise from a number of different social channels • Crises occur in every major industry from manufacturing to Retail to Celebrity
Source : Al+meter Consul+ng : How Social Businesses Prepare
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Why Social Media Crises Occur
• More than one cause may apply • A Crisis may be 3 levels:
• Negative publicity • Negative publicity + forced changes • Direct financial impact
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Anatomy of a Social Media Crisis
Could they be averted? Reasons for internal Failure
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Context: Speed
Ø Social channels enable information to travel exceptionally FAST
Ø Hence the need for monitoring, efficient mobilisation, and an experienced team
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Context: Conversations
Ø The SOCIAL web is not only for broadcasting
Ø Engaging in conversations will help build trust and reach that can later be leveraged to manage crisis
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Context: Tools
Ø Everybody has access to the same tools (including those creating miss-information and exposing you)
Ø Taking into account, and/or leveraging the right tools is key
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Context: Transparency
Ø Today’s public value and expect Transparency
Ø The Public are extremely well informed and ready to expose and harm liars
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How to Prepare
* Altimeter define the social business hierarchy as a model of preparation to both avoid as well as deal with social media crises
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Framework : Preparation
Ø 1 : Preparation (foundation – Team for crisis (complete, trained and experienced) – Channels (established, linked, with process to adapt content) – SEO (make sure our website and other channels are first) – Influencers (identify them, create and maintain relationship) – Employees (ensuring communications with all staff is ready) – Monitoring (monitoring brand and other keywords globally) – Strategy (define social media strategy for crisis) – Policies are in place and understood
– Run simulations
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Framework : Maintain
Ø 2: Maintain – Team stays on top of processes and tools – All social channels live, including internal (employees) – Keep influencers relationships active.. – .. & identify/engage new ones – Run & refine monitoring constantly – always on. – Comms to always create “channels ready” content – Review and maintain SEO – Refine strategy with experience and new learnings
– Basically maintain and pursue everything done in phase 1
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Framework : Action
Ø 3: Action – Fully mobilize crisis management team – Execute crisis management strategy – Use all channels – Be quick and authentic – Leverage influencers – Intensify and adapt monitoring
– Like in phases 1 & 2, iGo2 consultants provide support and advice, and can mobilize more ad-hoc resources
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Services & Rates
Ø Retainer – Monthly cost: $2000-$8000
• Depending on SLA – Response time – Technologies – Dedicated/shared – Team size
Ø Services / all phases – Daily rates
• Consultants: $1500 • Certified Strategist: $2500
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iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
Thank you !
Ø www.igo2group.com Ø [email protected]