Crisis Management by คุณสุธีรพันธ์

Managing Social Media During Tough TimesSutirapan Sakkawatra

What was your last nightmare?

Facebook nightmare

http://blog.hubspot.com/blog/tabid/6307/bid/9286/Learning-From-Kenneth-Cole-s-Social-Media-Mistake.aspx

Twitter nightmare



YouTube nightmare

Blog nightmare

From one single tweet

Website nightmare

Brands are not used to being open; they’re used to being in control. Old-style marketing was easy – you push out a message to millions of people (through TV or radio) and you’re done.

Because a lot of executives often are not personally active on social networking sites and microblogs, they lack full knowledge of the inner workings.

The negative press some companies are getting for portraits the wrong approach to social media and you start seeing the lack of trust in the effectiveness of social media.

Conversations are happening online with or without you.

It’s all about human.

Top Amex’s Social Conversation

‘Oh, my gosh, I just got my Gold Card arrived!’

“We didn’t have a strong agenda. I wanted us to listen, watch, and learn what people were interested in, and

then serve up the appropriate content.

The community shaped our strategy.It’s to build long-standing

relationships with customers and partners.”

John Hayes, CMO, American Express

“We don’t have agencies helping us here—

something I initially was questioned about, because it’s

easier to outsource. But my view was to have us living and

breathing this stuff.”

Whether or not we should hire an agency?

Leslie Berland, SVP Digital Partnership & Developement American Express


“Set up a small team of dedicated customer-service representatives in

consisting of social-media-savvy employees who had already been

trained to correspond with customers via e-mail.”

What do you answer when a customer say ‘I’m having an issue.’ online?


“You can imagine that everyone wanted a Facebook presence.

But this implied that we ran the risk of fragmenting our cardmember

community.Now everyone gets to benefit from the

2.7 million “Likes” that we have on Facebook.”

Do we need to run Social Media strategy as we run Business Units?

“We were trying to go where our cardmembers are and provide them with an awesome experience.”

Luke Gebb, VP Global Marketing Capabilities - American Express

“The aftermath of Haiti earthquake, we then realized the power of that channel to connect with

media, and how this would change the way that we publicize news.”

Leslie Berland, SVP Digital Partnership & Developement - American Express

Learn how to use fire drills.

Situation Timeline

BP offshore drilling - Deep Horizon exploded, killed 11 and injured 17 of its workers

Oil has been spilling out into the ocean for few months before finally capped

Situation Timeline

Situation Timeline

BP’s inefficiency to stop spill and blaming other parties fueled the incident

CEO’s insensitive comments about the amount of oil being ‘tiny’

Worst, his remark that he ‘would like his life back’ from crisis

BP offshore drilling - Deep Horizon exploded, killed 11 and injured 17 of its workers

Oil has been spilling out into the ocean for few months before finally capped

BP has failed to harness its social media.

V.S.

Faith Fact

Copyright © 2010 Adonai Training LLP. All rights reserved.

What BP has done…

During the crisis, BP constantly update their social media tools to provide the latest informationwithout any form of engagement. However, BP’s voice in social media is drown in the voices ofdissenters. Below are the social media tools BP adopts and their fan-base numbers. For Facebookand Twitter, statistics of fan-base belonging to dissenters are also presented.

Youtube6,472 Subscribers

FacebookBP Official Page41,069 Fans

Boycott BP Page846,608 Fans

TwitterBP Official Account18,596 Followers

BPGlobalPR190,561 Followers

7

It’s the war between you and your detractors.

Don’t blind yourself. People love negative sentiments when crisis happened.

Lesson Learned

What BP has done right?1. Update its social media platform

What BP has not done right?1. Did not build up a strong loyal base at the first place

2. Failure to engage with fans/followers in crisis

3. Ignore to cease or respond to negative comments

4. No team in place 24/7

Recommendation

Source: adapted from Hamill (2010)

1. Involvement : network/community numbers/quality, time spent, frequency, geography

2. Interaction : read, post, comment, reviews, recommendations

3. Intimacy : affection or aversion to the brand ; community sentiments, opinions expressed etc

4. Influence : advocacy, viral forwards, referrals and recommendations, social bookmarking

Past. News broadcaster set the message first, people then tweeted.

Present.People tweeted first, then news broadcaster picked up to report.

Lesson Learned

It’s easier to forgive a friend than a stranger.

Listen. Listen. Listen.

A story of Dave Kerpen.

“Many business executives still don't understand how to leverage it for their organizations, large or small. They're too focused on the talking, and not focused enough on the listening.”

http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media

Dave KerpenCEO, Likeable Local, NY Times Best-Selling Author & Keynote Speaker





http://www.linkedin.com/profile/view?id=15077789&authType=name&authToken=kD6O&goback=%2Empd2_*1_*1_*1_%2F20130207152835*515077789*5the*51*5thing*5every*5business*5executive*5must*5understand*5about*5social*5media&trk=mp-ph-pn

http://www.linkedin.com/profile/view?id=15077789&authType=name&authToken=kD6O&goback=%2Empd2_*1_*1_*1_%2F20130207152835*515077789*5the*51*5thing*5every*5business*5executive*5must*5understand*5about*5social*5media&trk=mp-ph-pn


No Vegas hotel could be worth this long wait. Over an hour to checkin at the Aria. #fail




What do you think the Rio Hotel would tweet?

“Come on over, we have no line here. - Rio Hotel”

“Call us, we have a room for you. - Rio Hotel”

Wrong!



Sorry about your bad experience, Dave. Hope the rest of your stay in Vegas goes well.




1. All they did was use social media to listen, and then show a little empathy to the right person at the right time.

2. An ad, or a push-marketing-like message from the Rio, simply wouldn’t have worked.

3. But their ability to listen, respond and be empathic did work.


Lesson Learned



People talk about themselves don’t go really far.

Content drives traffic.

Traffic creates interest.

Interest breeds conversion.

Be polite.

V.S.

http://www.web-strategist.com/blog/2010/03/22/prepare-your-company-now-for-social-attacks/



http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/

Greenpeace’s Give Rain Forests A Break campaign



http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/

March 16 - Greenpeace reported calling out Nestle

March 17 - Nestle launched press release that they dropped palm oil supplier in question

Timeline




Trouble Profile Photo

Paul Griffin - "not sure you're going to win friends in the social media space with this sort of dogmatic approach. I understand that you're on your back-foot due to various issues not excluding palm oil but social media is about embracing your market, engaging and having a conversation rather than preaching!"

Nestle - "Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus."



Ongoing social backlash

Nestle’s Apology.


Fueled by Twitter.



Public Screw-Up.

One year later.

Lesson Learned

1. While every company has critics, they can now organize a coordinated attack.

2. Facebook fan page brand-jacking is the new form of tree hugging. Don’t leave the page open for detractors.

3. Ownership isn’t clear –yet the power belongs to community.

http://www.facebook.com/pages/Nestle/24287259392

http://www.facebook.com/pages/Nestle/24287259392

Recommendation

1. Companies must have a community strategy –don’t jump without a parachute.

2. Hire seasoned community managers –don’t relegate to PR intern.

3. Plan and practice for the worse –yet live for the best.

Believe me you don’t want to see this in your board room.

7 advices during peaceful time.

http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html



#1 Start getting engaged now.




#2 Build your team.





#3 Have social monitoring tools ready.



Social monitoring isnt a geeky tool,

It’s all about listening like your

grand mom is listening to her

neighbours.

Google Alerts

To your email

Or send to your Google Reader

Twitter Search

Radian6

Tune In - Get the coverage to ensure you don’t miss a beat

Listen globally - conversations are happening in many languages

Find clarity - Dig deeper with insights

Listen to online conversation

Understand consumer insights

Measure efficiency & effectiveness

Discover what you need

Follow Thai bloggers

OBVOC

ZocialEye

Track a variety of social media channels

Watch your trend and engagement

Know your brand influencer

Know what people are talking about

Track complaints of your branches

View your video campaign feedback

#4 Make use of latest news on your home page.




#5 Create a dark site.




#6 Plan search terms to draw traffic.





#7 Learn to use the right weapons.Twitter, Facebook, YouTube, LinkedIn




Admit it with Twitter.

Re Egypt tweet: we weren't intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC




Divert community to your response via Facebook.




Broadcast top executive on YouTube.




Links to professional with LinkedIn.



5 advices during the war time.Social Media Crisis Response Plan

http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009













Bad news always travel fast.




Crisis Management Framework

Ogilvy says 5 Things to remember.

Everything happens at lightening-speed

People demand ‘hyper-transparency’

Dialogues as important as message delivery

Search reputation delivers multimedia

Brand detractors have the same tools

7 Tips for Dealing With Upset Facebook Fans

http://www.socialmediaexaminer.com/7-tips-for-dealing-with-upset-facebook-fans/



#1 Respond no matter what

#2 Be patient and understanding

#3 Contact the Customer Privately

#4 Consider asking the fan to remove the post

#5 Respond back to the original post

#6 Let your community respond

#7 The Last Resort - Report

“With any negative comments, there obviously was an opportunity to turn those into positives.

With the neutral, we had a big opportunity to turn those people into advocates.

And with the positives, we had the opportunity to amplify.”

Leslie Berland, SVP Digital Partnership & DevelopementAmerican Express

Thank you & good luck!

[email protected] 0555 0777

mailto:[email protected]




Crisis Management by คุณสุธีรพันธ์

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