Crisis Management
description
Transcript of Crisis Management
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Crisis ManagementDavid Gracia
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Crisis Management
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
Com
mun
icati
on in
Se
arch
Eng
ines
: SEO
Com
mun
icati
on in
Se
arch
Eng
ines
: SEM
Soci
al M
edia
M
arke
ting
Cris
is M
anag
emen
t in
Soc
ial M
edia
Digital Communication
Strategy
Online User ExperienceF-
Com
mer
ce:
From
Lik
es to
Buy
s
Mob
ile M
arke
ting
and
Com
mun
icati
on
Course Introduction
Reputational Risk Management in Social Media
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Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
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Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
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The Streissand Effect
• 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
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Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
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Dell Hell Learnings
• 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
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Brand buzz monitoring
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
% d
e B
uzz
To
tal
BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online
A
E
C
D
B
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Brand sentiment
6%16% 12% 16%
7%15% 11% 12%
18%24%
32%22%
21% 16% 34%23%
13%
24%22%
18%
1% 5%
2% 5%
8%7%
5%
3%
6% 4%6%
6%
5%6%
12%14%
12%
6%
9% 12%
55% 51%60% 57%
39% 41%
59%55%
45% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2
BBVA Santander La Caixa Caja Madrid ING DirectPositivo Negativo Mixto Inseguro NeutroFuente: Nielsen Online
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Trending topics
0% 5% 10% 15% 20% 25%
Plan de pensiones
Fondo de Inversión
Préstamo
Tarjeta de Débito
Seguros
Tarjeta Virtual
Tarjeta de Crédito
Tarjeta Prepago
Cuenta Corriente
Hipoteca
Depósito
1%
2%
3%
2%
6%
19%
3%
15%
2%
3%
5%
3%
7%
23%
7%
2%
3%
2%
5%
17%
5%
20%
7%
7%
10%
2%
2%
1%
1%
2%
1%
3%
4%
24%
3%
4%
4%
2%
5%
2%
5%
7%
10%
21%
BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online
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Conversation forums
gsmspain
inverforo
rankia
servicios.invertia
invertirenbolsaofertasbancariasurbanity
euribor
elotrolado
foros.expansion
0
200
400
600
800
1000
0 50 100 150 200 250 300 350 400 450 500
Us
ua
rio
s Ú
nic
os
(00
0)
AutoresFuente:Nielsen Online
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Identification of opinion leaders
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Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
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Dirty Dirty Domino’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
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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
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Tiger Woods: Walk on Water
• 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
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Tiger Woods: Walk on Water
• 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
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Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
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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
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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
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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
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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
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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
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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”
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Agenda
1 Brain Teaser
2 BEFORE a crisis happens
3 WHILE a crisis is happening
4 AFTER the crisis is over
5 Wrap Up
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Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics
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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
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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
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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
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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…
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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
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Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics
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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
![Page 34: Crisis Management](https://reader036.fdocuments.us/reader036/viewer/2022062315/56815b9c550346895dc9a28c/html5/thumbnails/34.jpg)
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
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Don’t feed the troll
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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
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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
![Page 38: Crisis Management](https://reader036.fdocuments.us/reader036/viewer/2022062315/56815b9c550346895dc9a28c/html5/thumbnails/38.jpg)
Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics
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Brand buzz monitoring
0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
% d
e B
uzz
To
tal
BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online
A
E
C
D
B
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Brand sentiment
6%16% 12% 16%
7%15% 11% 12%
18%24%
32%22%
21% 16% 34%23%
13%
24%22%
18%
1% 5%
2% 5%
8%7%
5%
3%
6% 4%6%
6%
5%6%
12%14%
12%
6%
9% 12%
55% 51%60% 57%
39% 41%
59%55%
45% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2
BBVA Santander La Caixa Caja Madrid ING DirectPositivo Negativo Mixto Inseguro NeutroFuente: Nielsen Online
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Trending topics
0% 5% 10% 15% 20% 25%
Plan de pensiones
Fondo de Inversión
Préstamo
Tarjeta de Débito
Seguros
Tarjeta Virtual
Tarjeta de Crédito
Tarjeta Prepago
Cuenta Corriente
Hipoteca
Depósito
1%
2%
3%
2%
6%
19%
3%
15%
2%
3%
5%
3%
7%
23%
7%
2%
3%
2%
5%
17%
5%
20%
7%
7%
10%
2%
2%
1%
1%
2%
1%
3%
4%
24%
3%
4%
4%
2%
5%
2%
5%
7%
10%
21%
BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online
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Conversation forums
gsmspain
inverforo
rankia
servicios.invertia
invertirenbolsaofertasbancariasurbanity
euribor
elotrolado
foros.expansion
0
200
400
600
800
1000
0 50 100 150 200 250 300 350 400 450 500
Us
ua
rio
s Ú
nic
os
(00
0)
AutoresFuente:Nielsen Online
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Identification of opinion leaders
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Google Analytics
Google Adwords
Google Adsense
Google Places
Facebook Insights
Facebook Places
Youtube InsightsTwitter Search
Hootsuite
Tweet Scan
Tweet Stats
TweetertiseWebsite Optimizer
Quantcast
Digital Marketing Toolkit
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Crisis Management
Get early warnings
Identify influencers
Own front page
Earned media
Social & mass media
No censorship
Go wh conversation is
Don’t feed the troll
Be sensitive
Use humor
Buzz monitoring
Brand sentiment
Trending topics
Conversation forums
Opinion leaders
why how metrics