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Employee Guidelines & Employee Guidelines & Crisis Management in Crisis Management in Social Media Social Media Presented by Andrew Healy Chief Social Officer, 3 rock marketing

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Presentation from the CANVAS Digital Media Bootcamp on Employee Guidelines & Crisis Management in Social Media

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Page 1: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

Employee Guidelines & Employee Guidelines & Crisis Management in Crisis Management in

Social Media Social Media

Presented by

Andrew HealyChief Social Officer, 3 rock marketing

Page 2: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

&

Andrew HealyAndrew Healy• Dublin Born – Napa Resident

• Worked in Wine – Production, Logistics, National

Account Sales, Retail, Restaurants, Branding

• In 5 Countries - in both hemispheres

• Lecture in Wine & Social Media at SSU

• Clients include Great Wine Capitals,

Visit Napa Valley, Beau Wine Tours,

Napa Point Brewing, Wine Country This Week

• Co-Curator of TEDxNapaValley – VP of Napa Cricket

• Lover of Riesling & Zinfandel

@SocialAn

dy

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 3: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things

differently.”

Warren Buffett

Food for ThoughtFood for Thought

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 4: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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Reputation & Risk ManagementReputation & Risk ManagementReputation of a social entity (a person, a group of people, an organization) is an opinion about that entity, typically a result of social evaluation on a set of criteria. It is important in education, business and online communities (source: wikipedia)

Risk management is the identification, assessment, and prioritization of risks (defined in ISO 31000 as the effect of uncertainty on objectives, whether positive or negative) followed by coordinated and economical application of resources to minimize, monitor, and control the probability and/or impact of unfortunate events (source: wikipedia)

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 5: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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Keychain DocKeychain Doc

Single Email Address [email protected] / gmail address

Login Credentials in one place

Multiple Access To Credentials

To Outlets

List those with access on doc

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 6: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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EmployeesEmployeesBackground Checks

Spokeo.com

Training

Manual / Handbook Who / What / When / How / Why / Where

Termination Procedures for Social Media

Clear Guidelines Harassment, Disparagement, Labor Law

Blurry Personal / Professional Lines

Corporate Security / Integrity

Seek Legal Advise To Implement

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 7: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 8: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 9: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 10: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 11: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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FacebookFacebook

Pages set to 21+

Page Interaction Guidelines

Decide what’s acceptable

Blurry Personal / Professional Lines

Editorial & Access Control

TTB Compliance for Winery / Wine Brands

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 12: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 13: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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CopyrightCopyrightDon’t use what isn’t yours!Don’t use what isn’t yours!

123rf.comShutterstock.comiStockPhoto.com

Pay a photographer!

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 14: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 15: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 16: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 17: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 18: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 19: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 20: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

& @SocialAndy @3rockmarketing @CANVAS_Connect

Page 21: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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TwitterTwitter

•Decide on under 21 access – gates available•Be aware of Spam

•Filter with “Lists”•Manage Multiple accounts properly

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 22: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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108 million visitors per month

YelpYelp

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 23: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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YelpYelp

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 24: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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Yelp – What to do?Yelp – What to do?

•Research•Detach•Honesty•Factual•Concise

https://www.biz.yelp.com/

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 25: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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911 – Take Down911 – Take Down

•Call Sign – Text•Action Plan•Multiple Access•Silence 24/48•Agreed Message Response

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 26: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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Hurricane SandyHurricane Sandy

Total Fatalities 285

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 27: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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Even in the Wine Biz (in Napa)Even in the Wine Biz (in Napa)

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 28: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

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Sandy Hook ElementarySandy Hook Elementary

@SocialAndy @3rockmarketing @CANVAS_Connect

Page 29: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

How Do I?

29 @SocialAndy @3rockmarketing @CANVAS_Connect

Page 30: Employee Guidelines & Crisis Management in Social Media - CANVAS 13 Jan 14

What do we do at What do we do at 3 rock marketing?3 rock marketing?

Social MediaSet Up | Training | Strategy | Optimization | Advertising | Reporting | Monitoring | Output | Viral Campaign Management | At Event Coverage | Workplace Policies, Procedures & Guidelines | Custom Facebook Development | Social SEO

Website Development & DesignDesign | Creation | Coding | Content Creation | Analytics | Integration | Hosting | Management | e-Commerce | Mobile Optimization | Mobile App Development

Email MarketingTemplate Creation | Social Media Integration | Analytics | Video Email

Visual MediaPhotography | Videography | Graphic Design | Custom QR Codes

New Media Relations

@SocialAndy @3rockmarketing @CANVAS_Connect


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