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Crisis Management

Crisis Management. David Gracia. Crisis Management. Reputational Risk Management in Social Media. Digital Communication Strategy. 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.

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Crisis Management

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  1. Crisis Management David Gracia

  2. Crisis Management Reputational Risk Management in Social Media Digital Communication Strategy • 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 Online User Experience Communication in Search Engines: SEM Communication in Search Engines: SEO Social Media Marketing Crisis Management in Social Media F-Commerce: From Likes to Buys Mobile Marketingand Communication Course Introduction

  3. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

  4. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

  5. TheStreissandEffect • 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

  6. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

  7. Dell HellLearnings • 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

  8. Brand buzz monitoring B E A C D

  9. Brand sentiment

  10. Trending topics

  11. Conversation forums

  12. Identification of opinion leaders

  13. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

  14. DirtyDirtyDomino’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

  15. 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

  16. Tiger Woods: WalkonWater • 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

  17. Tiger Woods: WalkonWater • 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

  18. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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

  24. 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”

  25. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

  26. Crisis Management why how metrics Get early warnings No censorship Buzz monitoring Identify influencers Go wh conversation is Brand sentiment Own front page Don’t feed the troll Trending topics Earned media Be sensitive Conversation forums Social & mass media Use humor Opinion leaders

  27. 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

  28. 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

  29. 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

  30. 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…

  31. 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

  32. Crisis Management why how metrics Get early warnings No censorship Buzz monitoring Identify influencers Go wh conversation is Brand sentiment Own front page Don’t feed the troll Trending topics Earned media Be sensitive Conversation forums Social & mass media Use humor Opinion leaders

  33. 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

  34. 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

  35. Don’t feed the troll

  36. 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

  37. 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

  38. Crisis Management why how metrics Get early warnings No censorship Buzz monitoring Identify influencers Go wh conversation is Brand sentiment Own front page Don’t feed the troll Trending topics Earned media Be sensitive Conversation forums Social & mass media Use humor Opinion leaders

  39. Brand buzz monitoring B E A C D

  40. Brand sentiment

  41. Trending topics

  42. Conversation forums

  43. Identification of opinion leaders

  44. Digital Marketing Toolkit Twitter Search Google Analytics Facebook Insights Youtube Insights Hootsuite Google Adwords Facebook Places Tweet Scan Google Adsense Quantcast Tweet Stats Google Places Tweetertise Website Optimizer

  45. Crisis Management why how metrics Get early warnings No censorship Buzz monitoring Identify influencers Go wh conversation is Brand sentiment Own front page Don’t feed the troll Trending topics Earned media Be sensitive Conversation forums Social & mass media Use humor Opinion leaders

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