Crisis Management
description
Transcript of Crisis Management
Crisis ManagementDavid Gracia
Crisis Management
The new Rules of PR and Communication
Monitoring the buzz about your brand in social media
Building a Crisis Management Plan
The Role of the Community Manager
Com
mun
icati
on in
Se
arch
Eng
ines
: SEO
Com
mun
icati
on in
Se
arch
Eng
ines
: SEM
Soci
al M
edia
M
arke
ting
Crisi
s Man
agem
ent
in S
ocia
l Med
ia
Digital Communication
Strategy
Online User ExperienceF-
Com
mer
ce:
From
Lik
es to
Buy
s
Mob
ile M
arke
ting
and
Com
mun
icati
on
Course Introduction
Reputational Risk Management in Social Media
Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
The Streissand Effect
• In 2003 Barbara Streissand suit a photographer for taking a photo of her mansion..
• As part of a 12.000-photo project to show the erosion of the west cost of USA
• The photo was viewed more than 400.000 times that month and published in newspapers and TV shows
Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
Dell Hell Learnings
• It’s key to monitor the buzz about your brand and to identify opinion leaders
• When you deal with one customer you deal with all customers
• Mass media and social media are connected and they reinforce each other
Brand buzz monitoring
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
% d
e B
uzz T
otal
BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online
A
E
C
D
B
Brand sentiment
6%16% 12% 16%
7%15% 11% 12%
18%24%
32%22%
21% 16% 34% 23%
13%
24%22%
18%1% 5%
2% 5%
8%7%
5%
3%6% 4%6%
6%
5% 6%
12%14%
12%
6%
9% 12%
55% 51%60% 57%
39% 41%
59% 55%45% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2
BBVA Santander La Caixa Caja Madrid ING DirectPositivo Negativo Mixto Inseguro NeutroFuente: Nielsen Online
Trending topics
0% 5% 10% 15% 20% 25%
Plan de pensiones
Fondo de Inversión
Préstamo
Tarjeta de Débito
Seguros
Tarjeta Virtual
Tarjeta de Crédito
Tarjeta Prepago
Cuenta Corriente
Hipoteca
Depósito
1%
2%
3%
2%
6%
19%
3%
15%
2%
3%
5%
3%
7%
23%
7%
2%
3%
2%
5%
17%
5%
20%
7%
7%
10%
2%
2%
1%
1%
2%
1%
3%
4%
24%
3%
4%
4%
2%
5%
2%
5%
7%
10%
21%
BBVA Santander La Caixa Caja Madrid ING DirectFuente:Nielsen Online
Conversation forums
gsmspain
inverforo
rankia
servicios.invertia
invertirenbolsaofertasbancariasurbanity
euribor
elotrolado
foros.expansion
0
200
400
600
800
1000
0 50 100 150 200 250 300 350 400 450 500
Usu
ario
s Ú
nico
s (00
0)
AutoresFuente: Nielsen Online
Identification of opinion leaders
Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
Dirty Dirty Domino’s Pizza
• In Apr 2009, 2 Domino's Pizza employees posted a video on YT of them doing disgusting things to customers' food
• Later, the two workers were fired and the company issued an apology (also on YouTube).
• Top 3 results for the keyword “Dominos Pizza” in Google or YouTube are about this video
Dominos Pizza Learnings
• Authentic video response of the CEO
• No content generation on YouTube strategy; this video is still #1 result when someone types the brand on YT
• Go where the conversation is: not more media (don’t over-react) and nor less media
Tiger Woods: Walk on Water
• In 2008 a user uploaded to YouTube a video of a glitch of the game Tiger Woods 08 with 1.100.000+ views
• In the game one could see Tiger Woods standing on the top of a lake and driving the ball into the hole
• The company responded with another video showing that this was “actually true” using sense of humor: 6M views
Tiger Woods: Walk on Water
• Second position when searching “Tiger Woods” in YouTube
• Turn a potential problem into a branding opportunity by joining the conversation with sense of humor
• Amplify the buzz about your brand and promote EA SPORTS YouTube Channel with other games
Bing supporting Japan on Twitter• This is an example of a
seemingly novel social media donation campaign can go wrong
• Comedian Michael Ian Black with more than 1.6 million followers responded to the campaign with this tweet
• The company stopped the campaign and apologize but people continued talking not to kindly about Microsoft
Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
Rats in Taco Bell
• In February 2007 someone records a video of several rats in a KFC/Taco Bell franchise in Manhatan
• The video is posted to YouTube an appears in all the morning TV talk shows
• The video gets millions of views and it’s still today in #1 result page on YouTube for the brand search keyword
Rats in Taco Bell Learnings
• Negative news tend to get more diffusion than positive ones
• It’s important to react quickly, apologize and in the same media the content has spread
• They have launched several campaigns on YouTube so that the bad news get diluted
United Breaks Guitars• In 2008 Dave Carroll was
travelling with United Airlines when a baggage handler breaks his $ 3.500 guitar
• Over the following months he complains to United representatives but decline any compensation
• He records a video song and informs the United rep but get the usual response. The video has more 10 M views
United Breaks Guitars Learnings• The company did nothing
during 9 months when Dave was struggling with customer support team of the company
• Once the song became famous, Dave was invited to popular TV talk shows, amplifying the brand damage
• The song was very sticky and it comes top of mind whenever the brand name is mentioned
Comcast Tech sleeping on my coach
• In 2008 a Comcast technician goes to clients home in Washington DC to fix a problem in cable TV
• The technician falls sleep and the client records a video of this guy snoozing comfortable on his couch
• He posts the video on YouTube with humorous text slides in Comcast’s signature font
Comcast Learnings
• The video was edited with music to include Eels’ song I need some sleep
• There are also some slides written in the corporate brand typography
• It’s #1 result in YouTube for the query “Comcast”
Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics
Get early warnings
• In a social web where people are highly connected a rumor might be spread very quickly
• To manage a crisis in social media it is critical to respond very quickly
• In order to get early warning companies need dedicated resources: people and buzz analytics tools
Identify your influencers• From the Dell Hell case we
learn that when you deal with one customer you deal with all customers
• A conversation starts one-to-on, then goes one-to-many and finally many-to-many
• Remember: a small number of people (mavens) drive most of the conversation about your brand
Own your front page
• Google shows user-generated comments in the search result pages
• if you have a share of voice for your brand keywords, bad comments will get diluted
• You cannot control the conversation but you should have a voice
Importance of the earned media• Own Media. Online
properties of the company: website, micro-sites, FB page, twitter profile, YT channel…
• Paid Media. Placements you pay for: sponsored links, promoted videos, banners, displays, TV spot, magazine
• Earned Media. user-generated comments about your brand: twitts, blog posts, facebook likes…
From social media to mass media
• In Dell Hell or Taco Bell we learn that social media and mass media are connected
• Something starts as a rumor in social media, gets bigger and jumps to mass media
• One its in the mass media not only reaches a larger audience but also reinforces the conversation in SM
Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics
Censorship does not work• In 2003 Barbara Streissand
suit a photographer for taking a photo of her mansion..
• As part of a 12.000-photo project to show the erosion of the west cost of USA
• The photo was viewed more than 400.000 times that month and published in newspapers and TV shows
Go where the conversation is
• In 2010 Greenpeace accused Nestle of using a certain oil for the production of Kit Kat
• The extraction of that oil was causing a deforestation in Indonesia and the extinction of the orangutan
• Instead of going to the social media Nestle tried to derive the conversation to its website without comments
Don’t feed the troll
Be sensitive with tragedies• This is an example of a
seemingly novel social media donation campaign can go wrong
• Comedian Michael lan Black with more than 1.6 million followers responded to the campaign with this tweet
• The company stopped the campaign and apologize but people continued talking not to kindly about Microsoft
Use humor when appropriate
• In 2008 a user uploaded to youtube a video of a glitch of the game Tiger Woods 08
• In the game one could see Tiger standing on the top of a lake and driving the ball into the hole
• The company responded with another video showing that this was actually true in real life, using sense of humor
Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics
Brand buzz monitoring
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
% d
e B
uzz T
otal
BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online
A
E
C
D
B
Brand sentiment
6%16% 12% 16%
7%15% 11% 12%
18%24%
32%22%
21% 16% 34% 23%
13%
24%22%
18%1% 5%
2% 5%
8%7%
5%
3%6% 4%6%
6%
5% 6%
12%14%
12%
6%
9% 12%
55% 51%60% 57%
39% 41%
59% 55%45% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2
BBVA Santander La Caixa Caja Madrid ING DirectPositivo Negativo Mixto Inseguro NeutroFuente: Nielsen Online
Trending topics
0% 5% 10% 15% 20% 25%
Plan de pensiones
Fondo de Inversión
Préstamo
Tarjeta de Débito
Seguros
Tarjeta Virtual
Tarjeta de Crédito
Tarjeta Prepago
Cuenta Corriente
Hipoteca
Depósito
1%
2%
3%
2%
6%
19%
3%
15%
2%
3%
5%
3%
7%
23%
7%
2%
3%
2%
5%
17%
5%
20%
7%
7%
10%
2%
2%
1%
1%
2%
1%
3%
4%
24%
3%
4%
4%
2%
5%
2%
5%
7%
10%
21%
BBVA Santander La Caixa Caja Madrid ING DirectFuente:Nielsen Online
Conversation forums
gsmspain
inverforo
rankia
servicios.invertia
invertirenbolsaofertasbancariasurbanity
euribor
elotrolado
foros.expansion
0
200
400
600
800
1000
0 50 100 150 200 250 300 350 400 450 500
Usu
ario
s Ú
nico
s (00
0)
AutoresFuente: Nielsen Online
Identification of opinion leaders
Google Analytics
Google Adwords
Google Adsense
Google Places
Facebook Insights
Facebook Places
Youtube InsightsTwitter Search
Hootsuite
Tweet Scan
Tweet Stats
TweetertiseWebsite Optimizer
Quantcast
Digital Marketing Toolkit
Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics