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6/9/2014 Babelcamp 2014
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WHAT I HAVE LEARNED ABOUT CRISIS COMMUNICATION FROM MY RELATIONSHIPS презентация
Содержание
- 1. WHAT I HAVE LEARNED ABOUT CRISIS COMMUNICATION FROM MY RELATIONSHIPS
- 2. Alžběta Matějů Online Marketing Consultant facebook.com/ alzbeta.mateju linkedin.com/in/ alzbetamateju @tyholky @Bettys_Tiger
- 3. What is a communication crisis?
- 5. It´s here! So what should I do?
- 6. Crisis communication specifics on SM channels
- 7. Crisis communication is not a solution, it
- 8. Do you want to master crisis communication
- 9. 1. Let go of the accidental swipes-to-the-left.
- 10. 1. Red Cross What is the worst
- 11. 1. Let go of the accidental swipes-to-the-left. Lesson
- 12. 2. Know which phrases to avoid (and please, don´t use them).
- 13. 2. Nestlé Nestle said: Nestle fans, don't
- 14. 2. Know which phrases to avoid (and please,
- 15. 3. Forget the ego. Say sorry.
- 16. 3. Domino’s Pizza Domino’s Pizza found themselves
- 17. 3. Forget the ego. Say sorry.
- 18. 4. Crisis is not a flu, it doesn´t disappear by itself.
- 19. 4. Parsley scandal aka „Petrželková kauza“
- 20. 4. Crisis is not a flu, it
- 21. 5. Never both be angry at the same time.
- 22. 5. Amy’s Baking Company Bakery Boutique & Bistro
- 23. 5. Never both be angry at the
- 24. 6. Don’t lower your standards.
- 25. 6. Amazon Amazon moved gay, lesbian, transgendered
- 26. 6. Don’t lower your standards. Lesson learned:
- 27. 7. Tell me what is the problem.
- 28. 7. Southwest Airlines Southwest Airlines is one of
- 29. 7. Tell me what the problem is.
- 30. 8. Do something for the other.
- 31. 8. DKNY DKNY recently found themselves in
- 32. 8. Do something for the other. Lesson
- 33. 9. Be smarter then your guy.
- 34. 9. Union Street Guest House Union Street
- 35. 9. Be smarter then your guy. Lesson
- 36. 10. Sometimes crisis can clean the air.
- 37. 10. Burger King The hacking of
- 38. 10. Sometimes crisis can clean the air.
- 39. Be always ready. What else can mess up?
- 40. Alžběta Matějů Online Marketing Consultant facebook.com/ alzbeta.mateju linkedin.com/in/ alzbetamateju @tyholky Thank you @Bettys_Tiger
Alžběta Matějů Online Marketing Consultant facebook.com/ alzbeta.mateju linkedin.com/in/ alzbetamateju @tyholky @Bettys_Tiger
Слайд 2Alžběta Matějů
Online Marketing Consultant
facebook.com/
alzbeta.mateju
linkedin.com/in/
alzbetamateju
@tyholky
@Bettys_Tiger
Слайд 5It´s here! So what should I do?
Don´t panic. Take a breathe.
Cooperate.
Brief every teammate. And track channels individualy.
What really happened?
How serious it is?
Listen up. Monitor your influencers.
Position your business.
Pick right channels.
Spread the message and react if needed.
Evaluate.
Learn.
What really happened?
How serious it is?
Listen up. Monitor your influencers.
Position your business.
Pick right channels.
Spread the message and react if needed.
Evaluate.
Learn.
Слайд 7Crisis communication is not a solution, it is a tool.
Premise No.
1: There exists the crisis and solution to the crisis. If we do not have a solution and answers, we do not have anything to communicate.
Слайд 8Do you want to master crisis communication on social media channels?
Learn
from your relationships. Think of social media and of your customers like thinking in a relationship.
I'll tell you what I have learned from my relationships (and probably you will find out that you know the same).
I'll tell you what I have learned from my relationships (and probably you will find out that you know the same).
Слайд 101. Red Cross
What is the worst marketer nightmare? Personal tweet on
the company's Twitter account.
Tweet from @RedCross went like : “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd”
Red Cross respond with transparency, humor and good grace.
Red Cross acknowledged the tweet went out, deleted it, and explaining it. They turned a potentially harmful tweet into an opportunity for engagement.
Tweet from @RedCross went like : “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd”
Red Cross respond with transparency, humor and good grace.
Red Cross acknowledged the tweet went out, deleted it, and explaining it. They turned a potentially harmful tweet into an opportunity for engagement.
Слайд 111. Let go of the accidental swipes-to-the-left.
Lesson learned: You’re life is not actually
destroyed because you accidentally swiped left when you meant to swipe right. You can make mistake. Be honest with your fans/followers. Social media folks are forgiving.
Слайд 132. Nestlé
Nestle said: Nestle fans, don't use an altered version of
the company's logo as your profile pic, or your comments will be deleted.
The reaction: Don't tell us what to do!
Nestle's response: The logo is our intellectual property. This is our page, we set the rules. You don't like it? There's the door.
The problem here isn't Nestle is trying to police its Facebook page, but Nestle's response to people who didn't like the initial statement.
The reaction: Don't tell us what to do!
Nestle's response: The logo is our intellectual property. This is our page, we set the rules. You don't like it? There's the door.
The problem here isn't Nestle is trying to police its Facebook page, but Nestle's response to people who didn't like the initial statement.
Слайд 142. Know which phrases to avoid (and please, dear god, avoid using
them)
Lesson learned: Be always polite. No need to play it cool, apologize when you should to. Do not just talk, do it. Respond even tough questions. Understand the other side of the problem. Avoid certain formulations. Be fully competent and familiar with the issue.
Every fan deserves you to provide him a full answear.
Слайд 163. Domino’s Pizza
Domino’s Pizza found themselves faced with a crisis-gone-viral. Back in
2009, before they ever had a social media presence, two employees of franchise uploaded a video to Youtube of themselves doing disgusting things to a sandwich.
The video instantly went viral and Dominos Pizza was launched into a full social media crisis.
They managed to launch a communication strategy that saved their brand from potential ruins, the results of this crisis were close to a miracle.
The video instantly went viral and Dominos Pizza was launched into a full social media crisis.
They managed to launch a communication strategy that saved their brand from potential ruins, the results of this crisis were close to a miracle.
/
Слайд 173. Forget the ego. Say sorry.
Lesson learned: Always release a
first response, don´t try to stay behing the closed doors. Silence is not a solution. Customers wold be horrified you are ignoring the situation in hopes that it would simply disappear.
Слайд 204. Crisis is not a flu, it doesn´t disappear by itself.
Lesson
learned: If you are not noticing the problem, it will escalate until you lose control over it. Do not ignore your customers, while you will be dealing with your little crisis by yourself. The biggest mistake is arrogantly respond or not respond at all. Sometimes things goes wrong, that happens. Simply say you are sorry.
Слайд 235. Never both be angry at the same time.
Lesson learned: Think
twice while writing the answer. Thing of the consequences. Think in bigger picture and predict.
Слайд 256. Amazon
Amazon moved gay, lesbian, transgendered and erotic books to the
Adult section. On one hand they say it was a re-categorization error, but Amazon sent letters to publishers informing them of the move. That's not something Amazon can take back easily.
Слайд 266. Don’t lower your standards.
Lesson learned: Don´t settle or go for
something you wouldn’t usually be willing to do. Keep in mind how to act and don’t feel like you have to compromise.
Слайд 287. Southwest Airlines
Southwest Airlines is one of the most recent example of
a big brand who knew exactly how to handle a crisis through social media. Quick response time and open, honest communication on Facebook and Twitter were key in helping the brand control the story. They posted just minutes after the accident, promising updates.
Most of the comments from fans included notes of support and appreciation for Southwest's open communication.
Most of the comments from fans included notes of support and appreciation for Southwest's open communication.
Слайд 297. Tell me what the problem is.
Lesson learned: Customers should be
informed about what is going on. If they don´t, they gets angry and confused. One of the basic principles of social networking is connecting friends and sharing. Share too and give your customers the real feeling that they know what is happening with the brand.
Слайд 318. DKNY
DKNY recently found themselves in an online situation that very
well could have gone viral, creating a potential crisis for the brand. Instead, DKNY handled the situation promptly, responsibly, honestly and strategically.
Слайд 328. Do something for the other.
Lesson learned: Be one of the
first to become aware of the situation, in real-time. Be able to extinguish this potential fire before it began to go viral, quickly escalating into a potential crisis.
Слайд 349. Union Street Guest House
Union Street Guest House in New York
put in place a policy to prohibit wedding parties from posting negative online reviews about them. The policy, stated that newlywed couples would be fined “$500 for any negative review posted on the internet after their special day”.
“The policy regarding wedding fines was put on our site as a tongue-in-cheek response to a wedding many years ago. It was meant to be taken down long ago and certainly was never enforced.”
“The policy regarding wedding fines was put on our site as a tongue-in-cheek response to a wedding many years ago. It was meant to be taken down long ago and certainly was never enforced.”
Слайд 359. Be smarter then your guy.
Lesson learned: You cannot control what
others say about you online. The only thing you can control are your own actions. Don’t do foolish things that will end up costing you way more.
Слайд 3710. Burger King
The hacking of the Burger King Twitter feed
have resulted in a good way.
Hack went on for a couple of hours. Users started noticing strange tweets coming from the burger chain’s account, profile picture changed to the McDonald’s and BK said the company was bought by their rivals.
The hack was quite fun, so it started to be great news topic soon. It brought many of new followers soon, people spread the word.
Hack went on for a couple of hours. Users started noticing strange tweets coming from the burger chain’s account, profile picture changed to the McDonald’s and BK said the company was bought by their rivals.
The hack was quite fun, so it started to be great news topic soon. It brought many of new followers soon, people spread the word.
Слайд 3810. Sometimes crisis can clean the air.
Lesson learned: Not all social
media disasters have to be catastrophic to the image of the company they affect and that Burger King even look to have come out of it positively. Sometimes you can gain large numbers of new followers. Your brand could show the funny/human side.
Слайд 40Alžběta Matějů
Online Marketing Consultant
facebook.com/
alzbeta.mateju
linkedin.com/in/
alzbetamateju
@tyholky
Thank you
@Bettys_Tiger
