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Your social media manager tweets a personal message from your brand's account. An email is sent to your entire user list with the wrong promo code. As a marketer, what's your next move? How do you respond when the wrong message goes live from your brand's email or social channels? In today's always-on digital landscape, your mistakes have the potential to do irreparable damage in a very short amount of time. In this session, you'll hear from industry experts about what you can do to recover from common marketing snafus.
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Track: Personal Transformation & Growth
#CNX14
#CNX14
Crisis Communications
How to Use Digital Media to Manage the Message and Preserve Your Brand’s Reputation in Times of Crisis
Track: Personal Transformation & Growth
#CNX14
Joel BookPrincipal, Marketing InsightsSalesforce ExactTarget Marketing Cloud
Welcome!
@JoelBook
Track: Personal Transformation & Growth
#CNX14
Our Panelists
Ginger ConlonEditor in ChiefDirect Marketing News@customeralchemy
Rick MurrayConsultantFormer President, Midwest RegionEdelman Public Relations@rickmurray
Track: Personal Transformation & Growth
#CNX14
Crisis Communications
1
Ginger ConlonDirect Marketing News@customeralchemy
Rick MurrayEdelman Public Relations@rickmurray
Join the Conversation!
How has digital media changed the dynamics of how brands communicate in times of crisis? And what must marketing and PR professionals do to minimize the impact on their brand reputation?
Track: Personal Transformation & Growth
#CNX14
Crisis Communications
Ginger ConlonDirect Marketing News@customeralchemy
Rick MurrayEdelman Public Relations@rickmurray
Join the Conversation!
2 In addition to Customers, what are the other Key Audiences brands must communicate with directly in times of crisis? What are examples of brands that do a good job of “Crisis Communications?”
Track: Personal Transformation & Growth
#CNX14
Crisis Communications
Ginger ConlonDirect Marketing News@customeralchemy
Rick MurrayEdelman Public Relations@rickmurray
Join the Conversation!
3 How can companies effectively leverage digital media – specifically email, social media and online content -- to offset negative or inflammatory comments in mainstream or social media?
Track: Personal Transformation & Growth
#CNX14
Be Prepared!• Learn to listen proactively
using social listening tools like Radian6.
• Have a plan to address any potential crisis communication situation you encounter.
1 2 3
Crisis Communications – Key Takeaways
Track: Personal Transformation & Growth
#CNX14
1 2 3
Crisis Communications – Key Takeaways
Be Prepared!• Learn to listen proactively
using social listening tools like Radian6.
• Have a plan to address any potential crisis communication situation you encounter.
Don’t Delay!• Speed in responding is
critical for “first mover” advantage.
• Be totally transparent. If you’ve made a mistake, acknowledge it.
• Be “Audience-Specific” in your communications.
Track: Personal Transformation & Growth
#CNX14
1 2 3
Crisis Communications – Key Takeaways
Don’t Delay!• Speed in responding is
critical for “first mover” advantage.
• Be totally transparent. If you’ve made a mistake, acknowledge it.
• Be “Audience-Specific” in your communications.
Use Your Tools!• Use Radian6 to monitor the
conversation on social media.
• Use Email for audience-specific communications.
• Post articles and responses on your blog and website; Link to these assets in social media.
Be Prepared!• Learn to listen proactively
using social listening tools like Radian6.
• Have a plan to address any potential crisis communication situation you encounter.
Track: Personal Transformation & Growth
#CNX14
Track: Personal Transformation & Growth
#CNX14
Ginger ConlonEditor in ChiefDirect Marketing News @customeralchemy
Rick MurrayFormer President, Midwest RegionEdelman Public Relations @rickmurray
Q&A
Track: Personal Transformation & Growth
#CNX14
Resources
What Should Marketers Do When Brand Negativity Goes Viral? http://bit.ly/1opemIG
When Social Media Comments Go Negative, Should Your Brand Respond? http://bit.ly/1eRIPpp
Making Data Breach Readiness a Priorityhttp://bit.ly/1mksJtM
Track: Personal Transformation & Growth
#CNX14
Track: Personal Transformation & Growth
#CNX14
We want your feedback! Please take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Personal Transformation & Growth
#CNX14
Joel BookPrincipal, Marketing InsightsSalesforce ExactTarget Marketing Cloud
Thank You!
@JoelBook
