PR News Measurement Conference April 18, 2012

Priya Ramesh - @newpr

How to Measure Your Brand’s Reputation During and After a Crisis

Only Half of Companies Have A Crisis Plan

Source: 2011 Crisis Readiness Study, Burson-Marstellar

Low Confidence Handling New Media During Crisis

Source: 2011 Crisis Readiness Study, Burson-Marstellar

Ten Commandments of Online Crisis Management

1. Thou shalt establish and train a Social Media SWAT Team

2. Thou shalt move at lightning speed

3. Thou shalt build a dark site to provide 24/7 updates

4. Thou shalt deploy a round the clock monitoring schedule

5. Thou shalt NOT delete negative comments on the crisis

6. Thou shalt be willing to say “Sorry” openly on the WWW

7. Thou shalt create hyper-transparency on the crisis situation

8. Thou shalt proactively alert media/bloggers on PR crisis

9. Thou shalt NOT feed the troll

10. Thou shalt not merely blog and tweet for crisis’ sake but LISTEN and ENGAGE

Case Study: Crisis Situation

Leading domain registrar

Over 500,000 merchant credit cards compromised

Angry customers reacted on Twitter, company Facebook page, blogs and online forums

Customers threatened to cancel subscriptions and transfer to competitors

Key Goals

• Be as transparent as possible

• Respond to customer enquiries in real-time

• Provide round the clock updates

• Maintain customer loyalty and minimize negative impact on brand reputation

Crisis Monitoring & Response Process

(www.careandprotect.com)

Make your dark site the communication hub

Online Reputation Monitoring Tools

FREE Google News Alerts

Google Blog Alerts

TweetDeck

SMALL BUSINESS

Trackur

ENTERPRISE Radian6

Cision Buzzlogic

Top 10 Reputation Tracking Tools Worth Paying For

Proactive Measures to Neutralize Negative Sentiment

• Don’t stop PR activities that help generate positive mentions

• Create a strategy to increase positive online mentions to push down the negative mentions on Google search results

• Positive mentions generated by Bi-annual Small Business Survey and a Small Business Conference helped Network Solutions maintain a high positive-neutral online sentiment post-crisis

• Proactively reaching out to media, bloggers and influentials garnered positive mentions and tremendously reduced negative chatter

Proactive PR Efforts = Great Media Coverage

10

Increase PR efforts to generate positive

mentions online post-crisis. 72% Positive/Neutral Online Sentiment

Maintaining Positive Online Sentiment

Awards and Peer Recognition

• 2010: Excellence in Online Reputation

Management

• Society for New Communications

Research (SNCR) 2010 Excellence in

New Communications Award.

• Prestigious awards program

honoring corporations that are

pioneering the use of social media

and Internet communications

technologies.

12

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”

- Warren Buffet

Thank you

Priya Ramesh - @newpr

Director, Social Media, CRT/tanaka (www.crt-tanaka.com)

pramesh@crt-tanaka.com

Blog: www.crttbuzzbin.com