Crisis Communications

Joel Book

Principal, Marketing Insight

ExactTarget Marketing Cloud

@joelbook

Rick Murray

Consultant & Former President – Midwest Region

Edelman Public Relations

@rickmurray

How to Use Digital Media when your Brand Reputation is On the Line!

Joel BookPrincipal, Marketing Insights

Salesforce Marketing Cloud

Place

Customer or

Partner logo in

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Rick MurrayConsultant

Former President, Midwest Region

Edelman Public Relations

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A critical event which, if not handled in an appropriate and timely manner (or if not handled at all), may turn into a disaster or catastrophe.

What is a “crisis”?

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demo, video,

Q&A, etc.

. . . Turns Out the Customer was Home

Customers Share their Experience – Especially When It’s Bad

86% of consumers who read or watch negative reviews say it impacts their buying decision. Source: Dimensional Research

FedEx Apologizes After Video of Driver Throwing Fragile

Package Goes Viral, saying the Courier’s Behavior was

“Absolutely, Positively Unacceptable.”

FedEx Followed with a Series of Tweets Addressing the

Problem

People on Twitter Praised FedEx for the Way they Handled

the Problem

Use to

introduce a

demo, video,

Q&A, etc.

You Can’t Prevent Every Crisis, But You Can Minimize Impact.

Every Crisis Has a Cost

• Public Trust

• Stakeholder Confidence

• Problem Solving

• Business Performance

• Book Value

Crisis Communications Objectives

1. Minimize the impact of a crisis on the brand’s

reputation, employees, customers, shareholders and

partners

2. Minimize the amount of time spent focused on the

crisis • Internally

• By our constituents

3. Regain control of the situation and the conversation as

quickly as possible

Be Prepared.

Identify

Points of

Vulnerability

24/7

Social

Listening

Identify

Friends

& Foes

Scenario

& Journey

Planning

Gather Key

Stakeholders

Response

Protocol

Decision

Matrix

Message,

Content, List

& Platform

Development

Friends & Foes > Map Your Influencers

Decision Matrix > Prioritize What Really Matters

Cases in Point

Use to

introduce a

demo, video,

Q&A, etc.

When it Comes to Communicating in a Time of Crisis, You Need Technology.

When Bad News Breaks, Responding Quickly is Critical

Most companies lack the tools to “Listen and

Respond” immediately and correctly to

comments made in social media. (FedEx got it

right!)

As a result, companies are caught off-guard

and are not prepared to execute a coordinated

Crisis Communications strategy.

The damage is confusing and alienating

customers and hurting your brand’s reputation.

Tools for Crisis Communications – Radian6

Radian6’s listening and engagement

capabilities allow your organization to

monitor social media conversations,

treat it like intelligence, and make

informed PR decisions quickly

In Times of Crisis, Brands Must have the Ability to Proactively Listen to What’s Being said Respond Correctly

“How to I listen to online conversations

about my brand?”

“How can I connect and engage with

influential thought leaders?”

“What is the best way to find positive

brand conversations that I can amplify?”

“How do I track and engage in

conversations across my team,

ensuring brand consistency?”

Director of Social

Media / Marketing / PR

Tools for Crisis Communications – Journey Builder

Empowers marketing and PR

professionals to plan, personalize

and execute 1:1 interactions with

the brand’s key constituents --

customers, partners, media and

influencers -- across channels and

devices.

Develop and Execute Your Crisis Communications Plan with Journey Builder

Maps

Lay out the entire Crisis

Communications Plan

(Who, What, When, How)

Interactions

Identify what channels will be

used to deliver specific

communications

Analytics

Track & optimize goal results

over time

PLAN PERSONALIZE OPTIMIZE

Be Prepared!

• Learn to listen proactively

using social listening tools like

Radian6.

• Have a plan to address any

potential crisis communication

situation you encounter.

1 2 3

Crisis Communications – Key Takeaways

1 2 3

Crisis Communications – Key Takeaways

Be Prepared!

• Learn to listen proactively

using social listening tools like

Radian6.

• Have a plan to address any

potential crisis communication

situation you encounter.

Don’t Delay!

• Speed in responding is critical

for “first mover” advantage.

• Be totally transparent. If

you’ve made a mistake,

acknowledge it.

• Be “Audience-Specific” in

your communications.

1 2 3

Crisis Communications – Key Takeaways

Don’t Delay!

• Speed in responding is critical

for “first mover” advantage.

• Be totally transparent. If

you’ve made a mistake,

acknowledge it.

• Be “Audience-Specific” in

your communications.

Use Your Tools!

• Use Radian6 to monitor the

conversation on social media.

• Use Journey Builder to

orchestrate audience-specific

communications.

• Post articles and responses on

your blog and website; Link to

these assets in social media.

Be Prepared!

• Learn to listen proactively

using social listening tools like

Radian6.

• Have a plan to address any

potential crisis communication

situation you encounter.

Resources

What Should Marketers Do When Brand Negativity Goes Viral?

http://bit.ly/1opemIG

When Social Media Comments Go Negative, Should Your Brand

Respond? http://bit.ly/1eRIPpp

Making Data Breach Readiness a Priority

http://bit.ly/1mksJtM

Joel Book

Principal, Marketing Insights

Salesforce Marketing Cloud

@joelbook

Rick Murray

Consultant and Former President, Midwest Region

Edelman Public Relations

@rickmurray

Thank You!

Joel Book

Principal, Marketing Insight

Salesforce Marketing Cloud

@joelbook

Rick Murray

Consultant & Former President – Midwest Region

Edelman Public Relations

@rickmurray