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Social Media Crisis Management

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Ogilvy Consulting
Ogilvy Consulting

TOPIC: A HOW TO approach to dealing with a crisis with Social Media. This is the third in a series of online trainings brought to you by The Wall Street Journal, Ogilvy and GoToWebinar. Asia Pacific director of Digital Influence Thomas Crampton moderated a presentation by Digital Influence Global Managing John Bell and Managing Director of the Global Public Affairs Practice Jamie Moeller.

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Social Media for Crisis Management
Presenters Jamie Moeller Global Practice Director | Public Affairs Ogilvy Public Relations Worldwide John Bell Global Managing Director | 360 Digital Influence Ogilvy Public Relations Worldwide
The Executive’s GuideSocial Media for Crisis Management
Social Media Buzz  Traditional Media Coverage
How did they do?
AGENDA 5 Trends In Digital Crisis Management A Digital Crisis Management Framework 5 Keys to Managing the Crisis Next Steps
5 Trends in Digital Crisis Management
5 Trends in Digital Crisis Management Everything happens at lightning-speed People demand “hyper-transparency” Dialogue as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools
#1 - Speed The First 24 Hours ,[object Object]
Monitor all relevant consumer generated media, not just traditional media
When responding to emerging crisis, you may need to react fast – in a matter of hours, not days
Have a streamlined approach and a team in place
Experience in social media will help you respond fast,[object Object]
#2 - Hypertransparency 1 Million Forensics Experts ,[object Object]
Any individual has the power to expose what were once “private” conversations, making them public – expect what you say to be blogged
Be ready to reconcile contradictory business practices
Ensure any CSR efforts are sincere, defensible and authentic,[object Object]
#3 - Dialogue Get Ready for 2-Way Dialogue ,[object Object]
Inviting customers into a conversation is the most effective way to build goodwill and brand advocates who will support you if crisis hits
Communicating solely through press releases and scripted interactions doesn’t satisfy
A system for listening is critical to remaining responsive,[object Object]
#4 - Search Reputations are Built or Broken in Search ,[object Object]
Organic search is sensitive to social media content due to the cross-linking
Google delivers “universal search” making multimedia critical
Difficult to dislodge content once it is in search results,[object Object]
#5 - Detractors Your Detractors Are Resourceful ,[object Object]
Small organizations can often be fast and nimble with social media
Listening to consumer generated media is critical
Everyone is an influencer in their own circles, so traffic alone can no longer be the only metric for judging influence,[object Object]
Digital Crisis Management: A Framework

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Social Media Crisis Management

Editor's Notes

  1. Need more points:Introduction of Web 2.0
  2. http://www.youtube.com/watch?v=su0U37w2tws
  3. Zero Hour: crisis hitsHour 6: you’ll know whether the issue breaks into mainstream news. Often bloggers and twitter users will post links to news storiesHour 12: sharing begins to occur – people will be digging the coverage, viewing the videos, sharing it on social networksHour 18: typically begin to see people editorialising about the issue – adding their POV to whatever has happened. Also appearing in searchHour 24: often much of the damage has been done and will continue to build or die offIMPORTANT: the first six hours are critical point where you need to determine whether it’s appropriate to respond, or not.