Crisis & online reputation management
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Transcript of Crisis & online reputation management
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
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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.
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“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)
Blog: www.crttbuzzbin.com