MAKING CRISIS STRATEGIES WORK

IN THE SOCIAL WORLD

Adam Vincenzini

Founder and Managing Partner

@AdamVincenzini @KamberCo

SESSION FOCUS

Introducing and applying the three

step process we adopt to ensure

our clients have a robust long term

crisis strategy in place.

PROCESS OVERVIEW

Audit

Strategy(and capability framework)

Roll Out

1

2

3

Considerations and

Variables

LIFECYCLE STAGE

THE OLD AND NEW

Human factors(No matter the tools, it is people who implement them)

Act first, verify second(Everyone wants to be the first)

The value of values(Responses consistent with organisational values have much more

resonance)

The response to the response(How an organisation responds can have more impact than the issue itself)

Still vital and

won’t change,

ever.

The role played

by social media

participants.

PROCESS OVERVIEW

Audit

CCapture

1

AAnalyse

RRank

AUDIT PHASE

CCapture

• Existing digital footprint

• Existing crisis management plan

• Existing policies

• Existing tools

• Previous crisis experiences

• Online brand mentions

• One-to-one stakeholder interviews

AAnalyse

AUDIT PHASE

Employee activity on site

AUDIT PHASE

Claiming social media handles

AUDIT PHASE

If it doesn’t, it needs reform

Does the social media policy tick the following:

• Be legally binding

• Inspire staff to take part, rather than instil fear

• Reference personal and professional use and the

applications of the policy to each

• Be easy to digest for all staff competency levels

• Give context, usually through the use of a visual /

infographic

AUDIT PHASE

RRank

• What are the immediate priorities?

• Where are the most exposed

pressure points?

• Which people in the organisation

are most vital?

• Which channels / influencers

require the most monitoring and

attention?

• Are the right tools in place?

• What are people saying about you

in general?

AUDIT: KEY OUTTAKE

Without the audit, the resulting strategic

framework won’t be powered by proof.

The strategy must be specific to the

operations of the business, not simply

follow a generic template.

STRATEGY PHASE

Strategy(and capability framework)

FFoundations

2

SSafety

AUDIT PHASE

FFoundations

Key elements:

• Objectives

• Policies

• Education

• Access

AUDIT PHASE

SSafety

Key elements:

• Dedicated team

• Workflow process

• Crises preparedness

(for top 5 likely events)

• Monitoring and

moderation toolkit

PROCESS OVERVIEW

Roll Out3

AActivate

TTest

RReview

AUDIT PHASE

AActivate

TTest and

learn

• Crisis simulation exercise

• Mention levels / sentiment

• Refreshed toolkit

• New workflow processes put in

place

• Publish updated community

guidelines

• Refreshed policy circulated

AUDIT PHASE

RReview and

benchmark

• Qualitative feedback

• Response time average

• Appropriateness of tools /

moderation system

Key takeaways

ONE

There is no blanket approach,

but there are mandatory

elements in each crisis

strategy.

TWO

Crisis simulations are the best

(and safest) way to test the

strategic framework.

THREE

Improvements and

optimisations are a continual

process.

FOUR

Sometimes education is the

first step and paves the way

for better use of the strategic

solution.

FIVE

The old principles still apply

which makes the human

element more important than

ever.

BIG FINISH

Question time(Let’s get practical)

Keep in touch@AdamVincenzini / Adamvincenzini.com

@KamberCo / Kamber.com.au