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Keeping Your Cool When Things Get Hot

Keeping Your Cool When Things Get Hot. Crisis Communications + Social Media. Robert Philips Director, Digital Media GolinHarris. Words to live by:. “There are two kinds of pilots… those who have landed with their wheels up, and those who will.” –Geoff Nightengale. We’ve Been There.

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Keeping Your Cool When Things Get Hot

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  1. Keeping Your CoolWhen Things Get Hot

    Crisis Communications + Social Media Robert Philips Director, Digital Media GolinHarris
  2. Words to live by: “There are two kinds of pilots… those who have landed with their wheels up, and those who will.” –Geoff Nightengale
  3. We’ve Been There
  4. Why This Conversation is Important Surviving the first hours of a crisis can save assets, markets and reputations Poorly handled crises can end careers, destroy brands Outsiders, not the company, will control the perceptions of how the crisis is handled Handling victims insensitively or not at all can escalate visibility, cost and damage How companies handle a crisis has tremendous residual affect on every aspect of their business now, in future Social media presents new challenges, opportunities
  5. Social media Crisis Communications Overview
  6. What makes an issue more social? It impacts meor my family. It’s in mybackyard. It’s identifiable/relatable. It has a nameand a face. It’s in the press. It’s easy to share.
  7. The Usual Suspects Crusading Customer The Misinformant The Misstatement Employees Gone Wild
  8. Operational Crisis Sheer speed of conversation requires different tools, processes
  9. New Courts of Public Opinion Opinions about brands are formed in a multitude of locations today
  10. What Makes this Especially Treacherous… Beware of imitators
  11. The Benefits of Being Prepared A PRWeek survey found 84.8% of companies worldwide had general crisis plans in place, but only 20.7% had social media crisis plans set. In-house communicators rated the importance of social media in a crisis as seven out of 10.
  12. Goals of Crisis Management Close the crisis Minimal disruption to operations Minimal financial impact Contained/balanced media coverage + dialogue Minimal or no brand/reputation impact Partnership rather than punishment with third parties Identify and leverage the good
  13. Proactively prepare for a crisis
  14. Field the Right Team Marketing/Brand Public Relations Customer Service Investor Relations Issues Management Team Product & Market Research HR & Employee Communications Legal/Compliance Agency Partners Shared ownership of mainstream, digital and social media makes collaboration essential Faster pace of decision making requires an in-place team Every employee with Internet access could be spokesperson Communicators + biz leaders + digital whizzes + data miners
  15. Establish Response Processes
  16. Key First Steps Set-up a social media policy for employees Let them know when they can speak online on behalf of the company Educate them on the risks Acknowledge they can be brand champions as well Set-up a public guide for your social media pages Establish intent of social media pages Clarify up front what comments will be accepted Disclaim what comments may be deleted (but be careful!)
  17. Monitor, Monitor, Monitor
  18. Evaluate Your Online Footprint
  19. Understand Friends & Foes Online Favorability to Organization Online Influence/Social Capital
  20. Responding to a crisis: Making the Most of Every Minute
  21. Responsiveness Means Minutes Critical for a company’s voice to be heard early and often One tweet sparked 3,000 blog posts,5,100 forum posts, and 15,000 tweets Southwest respondedjust 16 minutes later Shared the facts soon afterwith post on SWA blog
  22. Golden Hour: The First 60 Minutes Contain the problem (Operational) Open crisis communications center, huddle with team Assume roles and responsibilities from crisis plan Quickly gather facts and assess the situation Understand conversation dynamics online Verify, verify, verify Lock down brand-owned touch points Compile standby talking points/news release/digital assets/search Follow internal/external notification process Prepare spokesperson for media and social responses Communicate clearly and directly to key audiences, offering to provide updates as available
  23. Golden Hour:What to Have at Your Fingertips Pre-approved standby talking points for foreseeable issues, for use in both traditional and social media (e.g. Twitter) Queued keyword buys to direct online stakeholders HD Flipcam Media-ready fact sheets with background info; ability to quickly post response to key digital + social touch points List of media outlets, online influencers, deadlines, air times List of contacts for partner agencies Logins/passwords/contacts for all brand-owned channels Checklist of “golden hour” actions
  24. After the Golden Hour:Within the First Day Within 2 Hours - Verify, verify, verify (more important as time goes on) - Deploy on-site and social media spokesperson - Shift from responsive to proactive - Continue to communicate with partners (USDA, FBI, etc.) - Monitor first media coverage and online discussion dynamics Within 24 hours - Provide regular, proactive updates to stakeholders - Provide assessment of media coverage and social conversations online, adapt where necessary - Develop communication and staffing plan for next day
  25. Listen 24X7 Online Ramp up full-time, human-assisted monitoring No single tool captures all online conversations... multiple systems = failsafe Ensure access to brief key decision makers Gatorade + Dell monitor brand health 24x7x365 Leverage GH Bridge facilities
  26. Let Them Know It’s Really You
  27. Make it Personal Allow real employeeswith skin in the game to serve as responders A human face enhancesauthenticity in social media Slick productions aren’talways the most impactful
  28. Mount a Multifaceted Response
  29. Mobilize Your Supporters Arm your supporters (online andoffline) with information to helpthem get out the facts Examine customer databases, FB fans, Twitter followers, etc. Provide access to friendlybloggers and other influencers
  30. Parting thoughts: “Get it quick, get it right, get it out, and get it over.” –Warren Buffett
  31. Robert Philips (p) 202.585.2630 (e)rphilips@golinharris.com Q&A
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