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Presentation on Crisis in Social Media
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Crisis ManagementThe Good, the Bad and the Ugly #CrisisSM4
Francesca Capotorto @FrancescaCapotoBrian Poole @BSPooleSamantha Sonner @SamanthaSonnerPaulina Cuevas @PSCuevas
What is Crisis Management?
Crisis Occurs Formulate Plan of Action
Media Reports Respond to Media Outlets
Continue Until Crisis is
Resolved
Crisis Occurs Media Reports Formulate Plan of Action
Respond to Media Outlets
Continue Until Crisis is
Resolved
Info Hits SMCrisis Occurs Media Reports Formulate
Plan of Action
Respond to Media
Respond to SM
Continue Until Crisis is
Resolved
Continue Until Crisis is
Resolved
Traditional Crisis Management (Ideal)
Crisis Management in 24hr News Cycle
Crisis Management in Social Media Age
Meghan Repko Parnter at Joele Frank
“In all crisis situations, we advocate:
• Disciplined messaging• Controlling the dialogue• Taking the initiative • Gathering support”
The Goodhttps://wjcl.com/sites/default/files/sites/8/2014/02/redcross.jpg
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of
Gloria Huang
“We try to have a voice on social media that is going to be relatable, we want someone to see the red cross not as an institution but more like your neighbor next door.”
“We deal with life threatening situations on a daily basis, it’s really on the grand scheme of things not a huge deal.”
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of
The Badhttp://marketingland.com/wp-content/ml-loads/2013/09/kenneth-cole-logo.jpg
The First Failhttp://money.cnn.com/2011/02/03/news/companies/KennethCole_twitter/index.htm?iid=E
Learn from your mistakes…http://money.cnn.com/2013/09/05/news/companies/kenneth-cole-tweet/
Advice from Crisis Experts
"People always think of transmitting, but listening is what's most important. The main role of social in a crisis is to use it as a listening tool to detect a crisis before it breaks.” – Dan Hill, President, Ervin Hill Strategy
“To be in business – even if you are a non-profit – in 2014 is to be in crisis.” – Michael Robinson, Partner, CLS Strategies
Being a social media person isn’t enough to handle a crisis on social media.
The Ugly
A case study of Amy’s Baking Company on Kitchen Nightmares
Backlash
After the episode aired, Amy’s Baking Company’s Facebook page was inundated with nasty comments about her restaurant and her behavior. While this is to be expected, Amy’s response to the situation was not…
http://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/
Amy’s Response
Samy’s Responsehttp://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/
http://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/
Meme-o-Mania
Advertising
• Going viral Digital Era• Wide audience access and
and reach• Brand awareness, making a
buzz• Viral video + social media=
word of mouth• Word of mouth is the most
powerful way of advertisement
Lance Porter- Focused on digital media since 1995Executive director of Internet marketing for Disney (4 years)- Won a Clio award for excellence in advertising- Teaches advertising creative strategy and campaigns focusing on digital media effects
The Good, Red Cross
• Advertising consists of PSA’s• “Rookie mistake[…]social media
needs its full attention” –Lance Porter
• Audience connects with brand
http://www.redcross.org/about-us/media/public-service-advertising
The Bad, Kenneth Cole
• “Provocative campaign”• Making a buzz creating word of
mouth• Brand awareness• Good or bad?
http://30yearsbold.com/
The Ugly, Kitchen Nightmares
• “Period of correction,” lack of sophisticated skills
http://www.brandwatch.com/2014/02/4-steps-to-reach-an-integrated-social-crm-program/
Journalism
• The tone of the articles• What the headlines say?• How many sides of the story did they look at?
Red Cross Headlineshttp://www.cmswire.com/cms/web-engagement/social-media-minute-bloggings-not-dead-a-red-cross-errant-tweet-010278.phphttp://www.myfoxchicago.com/story/17804304/red-cross-rogue-beer-tweet-an-embarrassmenthttp://www.huffingtonpost.com/2011/02/16/red-cross-rogue-tweet_n_824114.html
More Headlineshttp://www.aolnews.com/2011/02/17/rogue-beer-tweet-by-red-cross-employee-leads-to-donationshttp://money.cnn.com/2011/02/17/smallbusiness/dogfish_redcross/
Kenneth Cole Headlineshttp://money.cnn.com/2011/02/03/news/companies/KennethCole_twitter/http://www.aolnews.com/2011/02/03/kenneth-coles-egypt-tweet-offends-just-about-everyone-on-twitte/http://latimesblogs.latimes.com/technology/2011/02/kenneth-cole-tweet-on-egypt-protests-sparks-controversy-.html
They Do It Againhttp://www.businessinsider.com/kenneth-coles-twitter-account-hits-controversy-again-after-syria-boots-on-the-ground-tweet-2013-9http://www.washingtonpost.com/blogs/style-blog/wp/2013/09/05/kenneth-cole-didnt-learn-from-cairo-posts-another-controversial-tweet/
Business Strategyhttp://nation.time.com/2013/09/06/watch-kenneth-cole-stands-by-controversial-syria-tweet/https://www.mediabistro.com/prnewser/kenneth-cole-says-controversial-tweets-are-great-for-business_b72065http://www.huffingtonpost.com/2013/09/06/kenneth-cole-twitter_n_3881085.html
Kitchen Nightmarehttp://www.buzzfeed.com/ryanhatesthis/this-is-the-most-epic-brand-meltdown-on-facebook-everhttp://www.dailymail.co.uk/news/article-2324641/Amys-Bistro-social-media-meltdown-Gordon-Ramsay-walks-TV-episode-Kitchen-Nightmares-US.html
Forbes Coverage
Forbes created an entire case study on Amy’s Baking Co. to show business how not to respond to SM commentsThe article is titled “Lessons From Amy’s Baking Company: Six Things You Should Neverd Do On Social Media”
1. Don’t Reply to Everyone2. Don’t Respond to Trolls3. Don’t React Right Away4. Reddit is Not for the Weak5. Don’t Insult People 6. Learn When To Walk Away7. (Update) Don’t Lie
http://www.forbes.com/sites/kellyclay/2013/05/14/lessons-from-amys-baking-company-six-things-you-should-never-do-on-social-media/
Best Practice Coverage