Embed Size (px)
DESCRIPTION
Key elements affecting Digital Crisis Management and the framework organisations can use to get ahead and manage crisis using Social Media.
Citation preview
Crisis Management with Social Media
Muhammad Karim, 2011
• It all happens VERY fast. • Dialogue trumps messaging in this
arena.• People who don’t like you have the
same tools.• Consumers demand a very high
transparency.• Search results determine reputation.
Factors Affecting Crisis Management
Sharing
CRISISHITS
Mainstream
0 Hour
Hour 6
Hour 12Hour 18
Blogs
Hour 24
Search
Editorial
Micromedia
Speed. The First 24 Hours.
Source: Ogilvy
Spin may work intraditional media, butthe Internethas a built inB.S. detector.- Chris Pirillo, tech celebrity
People relate to peoplenot companies.
-Tony HsiehZappos CEO
If you treat them as a “Target Market” and not as People, prepare to get
punched in the face.
A Framework for On-line Crisis Management
PRE-CRISIS POST-CRISISCRISIS
MONITORING Category, Product, Competition.
PREPARATION1. List of Influencers
2. Infrastructure Set-up
RESPONSE
CREATE SEARCH TERMS
SEARCH / SEO
SOCIAL MEDIA
WEEKLY DAILY / HOURLY
UPDATE and INFORM on
MINOR EVENTS
1. CREATE + MAINTAIN LIST.
2. SET-UP POLICY + WEBSITE & SM
CHANNELS
1. KEEP INFLUENCERS INFORMED & ENGAGED.2. MAINTAIN INFRASTRUCTURE OF DIGITAL
ASSETS
PRE-CRISIS POST-CRISISCRISIS
1. DETAILED UPDATES ON BLOG + WEBSITE2. ACTIVATE TWITTER + FB WITH ONGOING
UPDATES DURING CRISIS (HOURLY/DAILY)
MAINTAIN SEO + SEARCH TERMS
ON BRAND
OWN ALL SEARCH TERMS + ENHANCE SEO ON SPECIFIC CRISIS-RELATED SEARCH TERMS.
- VERY IMPORTANT!
Decide who answers which relevant query Brand Team? Customer Services? Agency? PR? Senior Executives?
Be honest, open and clear. – you will be caught out if you hide anything. – Be HUMAN!
KEEP IT SIMPLE, STUPID! (KISS Principle)
Respond!
Make Sure you know…
1.Who is the first contact
2.Who responds to which category of query/
responses
3.Establish set guidelines around responses to
specific questions pertinent to your brand.
4.How to respond (also set up training for this).
Own it.
1. Start listening now… to all your relevant social media
around your brand.
2. Identify the top online influencers for your brand (and
begin building relationships) – Bloggers, Tweeters, etc.
3. Develop a policy for all your communication online (e.g.
Twitter, Blog, YouTube)
4. Establish Social Media Engagement Guidelines across all
relevant departments in your team – PR, Brand,
Customer Services.
Key Elements in Dealing with Digital Crisis Management
