Making Crisis Strategies Work In The Social World was presented at Malaysia Social Media Week 2015 in Kuala Lumpur. It introduces the three step process we (Kamber) adopt to ensure our clients have robust crisis strategies in place To find out more about the conference, visit . http://www.socialmediaweek.com.my/

1. MAKING CRISIS STRATEGIES WORK
IN THE SOCIAL WORLD
Adam Vincenzini
Founder and Managing Partner
@AdamVincenzini @KamberCo

2. SESSION FOCUS
Introducing and applying the three
step process we adopt to ensure
our clients have a robust long term
crisis strategy in place.

3. PROCESS OVERVIEW
Audit
Strategy
(and capability framework)
Roll Out
1
2
3

4. Considerations and
Variables

5. LIFECYCLE STAGE

6. THE OLD AND NEW
Human factors
(No matter the tools, it is people who implement them)
Act first, verify second
(Everyone wants to be the first)
The value of values
(Responses consistent with organisational values have much more
resonance)
The response to the response
(How an organisation responds can have more impact than the issue itself)
Still vital and
won’t change,
ever.
The role played
by social media
participants.

7. PROCESS OVERVIEW
Audit
C
Capture
1
A
Analyse
R
Rank

8. AUDIT PHASE
C
Capture
• Existing digital footprint
• Existing crisis management plan
• Existing policies
• Existing tools
• Previous crisis experiences
• Online brand mentions
• One-to-one stakeholder interviews
A
Analyse

9. AUDIT PHASE
Employee activity on site

10. AUDIT PHASE
Claiming social media handles

11. AUDIT PHASE
If it doesn’t, it needs reform
Does the social media policy tick the following:
• Be legally binding
• Inspire staff to take part, rather than instil fear
• Reference personal and professional use and the
applications of the policy to each
• Be easy to digest for all staff competency levels
• Give context, usually through the use of a visual /
infographic

12. AUDIT PHASE
R
Rank
• What are the immediate priorities?
• Where are the most exposed
pressure points?
• Which people in the organisation
are most vital?
• Which channels / influencers
require the most monitoring and
attention?
• Are the right tools in place?
• What are people saying about you
in general?

13. AUDIT: KEY OUTTAKE
Without the audit, the resulting strategic
framework won’t be powered by proof.
The strategy must be specific to the
operations of the business, not simply
follow a generic template.

14. STRATEGY PHASE
Strategy
(and capability framework)
F
Foundations
2
S
Safety

15. AUDIT PHASE
F
Foundations
Key elements:
• Objectives
• Policies
• Education
• Access

16. AUDIT PHASE
S
Safety
Key elements:
• Dedicated team
• Workflow process
• Crises preparedness
(for top 5 likely events)
• Monitoring and
moderation toolkit

17. PROCESS OVERVIEW
Roll Out
3
A
Activate
T
Test
R
Review

18. AUDIT PHASE
A
Activate
T
Test and
learn
• Crisis simulation exercise
• Mention levels / sentiment
• Refreshed toolkit
• New workflow processes put in
place
• Publish updated community
guidelines
• Refreshed policy circulated

19. AUDIT PHASE
R
Review and
benchmark
• Qualitative feedback
• Response time average
• Appropriateness of tools /
moderation system

20. Key takeaways

21. ONE
There is no blanket approach,
but there are mandatory
elements in each crisis
strategy.

22. TWO
Crisis simulations are the best
(and safest) way to test the
strategic framework.

23. THREE
Improvements and
optimisations are a continual
process.

24. FOUR
Sometimes education is the
first step and paves the way
for better use of the strategic
solution.

25. FIVE
The old principles still apply
which makes the human
element more important than
ever.

26. BIG FINISH
Question time
(Let’s get practical)
Keep in touch
@AdamVincenzini / Adamvincenzini.com
@KamberCo / Kamber.com.au