Published on March 15, 2016
1. CRISIS MANAGEMENT 2.0 YASSER TAKIE EDDINE ABDESSELAM DIGITAL MANAGER @ ICOSNET, SPA. DIGITAL COMMUNICATION CONSULTANT GRAPHIC & WEBDESIGNER
2. INTRO As a company in a the local market, whether you’re a startup, a large company, a group of companies or even a multinational business, you are always facing threats of crises. It is certainly not something you can avoid, yet it most certainly is something you have to deal with. A crisis is not something in your hand that you can control or predict, it depends on totally independent and external factors. Dealing with a crisis is called « Crisis Management »
3. DEFINITION A crisis can be defined as: “A state of affairs in a business wherein the leadership (owner, CEO, or Board of Directors) must take urgent and unprecedented action to try to save the business from failure—with the distinct possibility of a highly undesirable outcome.” In a time of crisis, conventional management practices are inadequate and ways of responding usually insufficient. FACT: A CRISIS ISN’T ONLY A NEGATIVE STATE, SOMETIMES WHEN THINGS ARE TOO POSITIVE, THEY CAN CAUSE A CRISIS.
4. EXAMPLES OF CRISES Johnson&Johnson’s • 1982 • 31 Million bottles recalled • $1M worth • $100.000 offered as reward Bridgestone • 1998/2000 • 200 deaths • $6,5M worth of tires recalled JetBlue • 2007 • 1000 blocked passengers for 11 hours
5. EXAMPLES OF CRISES Djezzy • 2009 • Many destroyed outlets • General boycott • ??? Toyota • 2010 • 8,8 million cars recalled • 19 deaths • 1,2 billion dollars fee
6. RECENT CRISES (ALGERIAN BRANDS) •The “Meuh” Contest Loya •The “Divorce” Commercial N’Gous
7. TYPES OF CRISES Flash Fire Minor crisis Easy to manage Short Does not need crisis cell Does not need high leadership interventions Rolling Disaster Major crisis May ruin the company’s reputation May cause financial losses Hard to manage May last for years Needs dedicated crisis management cell Needs highest leadership interventions, strategic level
8. TYPES OF CRISES THE ALLAH GHALEB CRISIS Does not depend on you Caused by lack of awareness Almost impossible to manage Happens only in 3rd World countries You pay someone else’s due You pray that it will end up alright
9. MANAGING THE CRISIS Crisis management is the process by which an organization deals with a major event that threatens to harm the organization, its stakeholders, or the general public. Crisis management is a whole process, a plan, a strategy even. Whether it’s a Flash Fire or a Rolling Disaster, an angry #hashtag or Ddos hack, it has to go through a chain of actions to be monitored, managed and eventually overcome. Crisis management is a 3 phases cycle, no matter how big is the company, it’s always the same: Pre-crisis • Preparation Crisis • Reaction Post-Crisis • Analysis
10. PHASE I: PRE-CRISIS Be prepared for the crisis It can happen to anyone, you can not predict it Create an emergency cell Only deployed when needed (internal, not recruits) Create a team ready for response People who can react fast, social media ninjas Train the emergency team Crisis simulations, trainings Create an internal communication plan Eveyone is potential spokesperson, employees must be aware Create response templates Quickly editable templates that can work for most cases Set the emergency calls priority Who to call when a management/leadership decision or statement is needed Have an eye on what’s happening Follow your brand e-reputation and make reports Prevent crises from happening Expect what may happen, communicate to stop it
11. PHASE II: CRISIS Be aware of what is happening Do not react until you understand React as fast as you can The longer you take, the worse it becomes Deploy the crisis cell Ninjas with Katanas (A team with fast fingers) Respond on the network where it started Go to the source Communicate on all other social media Cover as much ground as you can, do not neglect any of the social network Put everything on hold Postpone your editorial calendar Issue an official statement (or press release) Acknowledge your awareness and explain your position regarding the crisis IF YOU ARE WRONG: APOLOGIZE Blame only yourself, the customer is your master, especially in a crisis time Make sure you spell your words right Every single letter is important, if your statement doesn’t your company, it will burn it to ashes Communicate only enough, do not overreact A simple effective response is better than a
12. PHASE III: POST-CRISIS Collect DATA, it’s IMPERATIVE Go beyond the crisis, get all the details Analyze DATA The only way to prevent it from happening again is to understand how it really happened Use the analysis outcome to change/reverse/eliminate what caused the crisis You don’t want it to happen again, because if it does it’s your end ! Keep communicating The crisis is never over until another trend comes up Keep following your brand The crisis can come back anytime, an angry customer can bring it back to life Give your team some time to relax People are … You guessed it … “HUMANS”, give them a day off to chill and forget about the stress
13. APPLICATION: LET’S TRY IT ! General manager Communication Manager Community Manager Public relations Manager General Manager Manages Everything Responsible for everything Public Relations Manager Manages external relations with Media Communication Manager Manages cross-channels communication Community Manager Manages social media
14. CASE STUDY: GOOD FOOD CO. TIMELINE OF EVENTS Distribution sends out 2,000,000 Bags of Chips into the market (Produced on March 8th 2016) and expire 3 months later (Net worth: 20,000,000 DZD) A mother buys 5 bags of chips for her children on March 14th, and finds insects in two of them, The mother goes and complains to the retail store about them, and keeps the open bags, The mother’s brother is a social media addict, web influencer, takes a picture and tweets it « @GoodFoodCo are you sure about the « #Good » part of your name ? #Insects #InfestedFood #Algeria » The brother has 3856 Followers on twitter, 30% are daily active users Tweet gets retweeted 29 times, 1,2,3 Viva l’Algérie facebook page screenshoots it and posts it, Your Twitter and Facebook pages are now officially a comments dumpster, The general manager is on a vacation, and he leaves the Marketing Manager as Acting General Manager LADIES AND GENTLEMEN: WE HAVE A CRISIS !
15. THANK YOU BE DIGITAL, BE SOCIAL, BE AWESOME ! YASSER TAKIE EDDINE ABDESSELAM firstname.lastname@example.org about.me/yasserabdesselam linkedin.com/in/yasserabdesselam facebook.com/themagnifico twitter.com/lyxdesign
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