Crisis Management in Social Media Marketing
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Transcript of Crisis Management in Social Media Marketing
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Great #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis
Crisis Management in Social Media Marketing
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Conversation Reminder
@NickWestergaard
#UIMKTG
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Social Media Crisis Management
‣ The Truth About Social Mistakes
‣ The Root Causes of a Social Media Crisis
‣ How to Be a First Responder
‣ A Tale of Two Airlines
‣ Finally (For Fun)
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1
The Truth About Social Media Mistakes
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The Truth About Social Mistakes
‣ They Happen — More Than You Think
‣ More Opportunities (Real-Time, Multi-Directional) = More Risk
‣ Nature of the Beast — The Audience (Community!) Can Talk Back
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Can’t Fear the Negative
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Leadership Fears the Angry Mob
Photo via Flickr user Robert Couse-Baker
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Beware #Fail Culture
Photo via Flickr user apdk
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2
The Root Causes of Social Media Crisis
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JP Morgan: Misguided Strategy
FOR THE NEXT 6 HRS!
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Photo via Flickr user Gauravonomics
Nestle: Fighting with Community
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Chrysler: Employee Error
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Motrin: Not Listening
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Ragu: Insensitive Messaging
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Pepsi Maxx: Insensitive Messaging
ANTI-PEPSI FB 100 LIKES
LIKES IN A DAY
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Luton Airport: Insensitive Messaging
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Home Depot: Just Plain Racist
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Celeb Boutique: Missing the News
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Epicurious: Solemn Events
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Bottom Line …
Photo via Flickr user KOMUnews
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800-Flowers: Insufficient Staffing
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Shutterfly: Wrong Message
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Shutterfly’s Response
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3
How to Be a First Responder
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Build a Fire Extinguisher
Photo via Flickr user Adikos
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Have a Process for Sounding the Alarm
Photo via Flickr user schuminweb
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Who to Involve
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Prepare Your Response
‣ Speed Matters — Every Second It Gets Worse
‣ Time to Be Transparent — Are You Ready?
‣ Do You Have Protocols for What Happens Next? (After Your Response)
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K-Mart Response: More Layers Needed
TWEETED THIS RESPONSE
100x
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Goes a Long Way
Photo via Flickr user butupa
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We Are a Forgiving Culture
Photo via Flickr user Keith Allison
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Create Additional Life Preservers
‣ Create a Central Hub Online for Your Crisis Center
‣ Website — Either Blog or Microsite
‣ Detailed FAQ
‣ Provide Avenues for Contacting Someone
‣ Train Staff on How to Respond Appropriately (Talking
Points)
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When Conversations Go Bad
‣ Acknowledge Their Right to Be Upset
‣ Apologize!
‣ Assert Clarity in Your Policy (if needed)
‣ Assess What Will Help Them
‣ Act!
‣ Abdicate because ...
Source: No BS Social Media, Falls & Deckers
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You Can’t Feed the Trolls
Photo via Flickr eirlkso
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Work with HR & Legal on Policy
Photo via Flickr user eflon
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Policy Tip — Add Phrase:
“Online & Offline ...”
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HMV: Need Social Policies
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Not Answering the “Social Phone” Is a Fail Too
Photo via Flickr user nate steiner
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Practice Your Plan!
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4
A Tale of Two Airlines
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United
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Taylor Guitars Responds
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Damage Was Done
Photo via Flickr user Roadside Guitars
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Classic Example
Photo via Flickr user saaby
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Apology + Promise
Photo via Flickr user monkeyatlarge
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6
Finally (For Fun)
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A Tale of Two Hacks
Photo via Flickr user dno1967b
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Fake Hack!
Photo via Flickr user Atomic Taco
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More Recently ...
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Source: Washington Post
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Kanye vs. Zappos
Photo via Flickr user DrabikPany
“I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he SELLS ALL THIS S--T PRODUCT to everybody, his whole thing is based off of SELLING SH--T PRODUCT.”
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Zappos Responds with Humor
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The Spoils of Good Humor
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Final Thoughts
‣ Remember: Everyone’s a Marketer Now — We Have to Be Ready to Respond
‣ Time & Transparency Matter
‣ It’s the Golden Rule Stuff
‣ Deep Breaths — People Forgive
‣ Trust
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard