what to do when social media bites back (media pro presentation nov 2011)
DESCRIPTION
How to deal with a social media crisis, by social media management agency eModeration and PR company Carrot CommunicationTRANSCRIPT
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http://www.greenpeace.org.uk/files/po/index.html
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1 What issues are you likely to face?
2 Which are avoidable, and which unavoidable?
3 What action do you need to take to avoid a crisis?
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VIDEO: EMBED CODE http://youtu.be/yK5SzV4OBF0
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"The information provided by the BBC [on
child labour being used by one of Primark‟s
subcontracted factories in India] enabled
us to identify that illegal sub-contracting
had been taking place and to take action
accordingly"
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VIDEO EMBED CODE: http://youtu.be/A5zs5fUhspE
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The situation room
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Communications Director
Measurement and research
PR and Reputation
Management
Customer Support
Community Management
Marketing
Legal
Tech Support
Oversees the
overall crisis
response
Monitors for
mentions and
issues
Defines
strategy and
works with CM
to deliver
message
Works with all
teams and leads
communication
style
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Communications Director
Measurement and research
PR and Reputation
Management
Customer Support
Community Management
Marketing
Legal
Tech Support
Access to mobile / home numbers/ time zones
Access to passwords and platforms
Clear defined escalation paths including any 3rd party contacts (PR, Community etc.)
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Social media will influence your crisis response
Consumers contact you over Facebook, Twitter…
…and share rumours with each other on forums
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Why are you monitoring?
What to look for: cut out the chatter
When to react and when not
to
Monitor own channels
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• LOFT: a brand of Ann Taylor
• LOFT faced criticism over
photos of size zero models
on its Facebook page
• Customers demanded to
see „real women‟ wearing
the trousers
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• LOFT responded by replacing
the size zero models with pictures of real women – staff
from LOFT‟s office – modelling
the cargo pants
• The result: glowing praise from
customers; 800 positive reviews
of the new cargo pants in
prominent news sites, and an additional 10,000 Facebook
fans
“Love this idea!!! Thank you so much for
using a real person, makes a world of
difference!”
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Be in the conversation…
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.. When you’re in the wrong
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Manage your reputation before the crisis Community managers are first line of defence Identify your ambassadors: they’ll defend you
publicly
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Crisis tools
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Documented policies: operations, stakeholders and communications
Social media policies Escalation processes Infrastructure Communications materials Spokespeople Community management
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Speed, speed, speed! Talk to consumers Measure their reaction Remember all your channels Prepare for mass hysteria Disregard for laws (libel, contempt) Avoid firestorms
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1. Contact your crisis team and agencies
2. Assess the crisis level 3. Agree the appropriate
response 4. Decide if you need to take
business action 5. Agree channels for
communication
6. Communicate consistently
7. Keep an appropriate tone of voice
8. Escalate serious issues 9. Monitor what’s being said
an on what channels 10. Review crisis handling and
results
Or visit www.bunkerbriefing.com
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http://www.bunkerbriefing.com
@eModeration @Carrotcomms