Published on April 7, 2014
Crisis Management The Good, the Bad and the Ugly #CrisisSM4 Francesca Capotorto @FrancescaCapoto Brian Poole @BSPoole Samantha Sonner@SamanthaSonner Paulina Cuevas @PSCuevas
What is Crisis Management?
Crisis Occurs Formulate Plan of Action MediaReports Respond to Media Outlets Continue Until Crisis is Resolved Crisis Occurs Media Reports Formulate Plan of Action Respond to Media Outlets Continue Until Crisis is Resolved Info Hits SMCrisis Occurs Media Reports Formulate Plan of Action Respond to Media Respond to SM Continue Until Crisis is Resolved Continue Until Crisis is Resolved Traditional Crisis Management (Ideal) Crisis Management in 24hr News Cycle Crisis Management in Social Media Age
Meghan Repko Parnter at Joele Frank “In all crisis situations, we advocate: • Disciplined messaging • Controlling the dialogue • Taking the initiative • Gathering support”
The Good https://wjcl.com/sites/default/files/sites/8/2014/02/redcross.jpg
Gloria Huang “We try to have a voice on social media that is going to be relatable, we want someone to see the red cross not as an institution but more like your neighbor next door.” “We deal with life threatening situations on a daily basis, it’s really on the grand scheme of things not a huge deal.”
The Bad http://marketingland.com/wp-content/ml-loads/2013/09/kenneth-cole-logo.jpg
The First Fail http://money.cnn.com/2011/02/03/news/companies/KennethCole_twitter/i ndex.htm?iid=E
Learn from your mistakes… http://money.cnn.com/2013/09/05/news/companies/kenneth-cole-tweet/
Advice from Crisis Experts "People always think of transmitting, but listening is what's most important. The main role of social in a crisis is to use it as a listening tool to detect a crisis before it breaks.” – Dan Hill, President, Ervin Hill Strategy “To be in business – even if you are a non-profit – in 2014 is to be in crisis.” – Michael Robinson, Partner, CLS Strategies Being a social media person isn’t enough to handle a crisis on social media.
The Ugly A case study of Amy’s Baking Company on Kitchen Nightmares
Backlash After the episode aired, Amy’s Baking Company’s Facebook page was inundated with nasty comments about her restaurant and her behavior. While this is to be expected, Amy’s response to the situation was not… http://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/
Samy’s Response http://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/
Advertising • Going viral Digital Era • Wide audience access and and reach • Brand awareness, making a buzz • Viral video + social media= word of mouth • Word of mouth is the most powerful way of advertisement Lance Porter - Focused on digital media since 1995 Executive director of Internet marketing for Disney (4 years) - Won a Clio award for excellence in advertising - Teaches advertising creative strategy and campaigns focusing on digital media effects
The Good, Red Cross • Advertising consists of PSA’s • “Rookie mistake[…]social media needs its full attention” –Lance Porter • Audience connects with brand http://www.redcross.org/about-us/media/public-service-advertising
The Bad, Kenneth Cole • “Provocative campaign” • Making a buzz creating word of mouth • Brand awareness • Good or bad? http://30yearsbold.com/
The Ugly, Kitchen Nightmares • “Period of correction,” lack of sophisticated skills http://www.brandwatch.com/2014/02/4-steps-to-reach-an-integrated-social-crm-program/
Journalism • The tone of the articles • What the headlines say? • How many sides of the story did they look at?
Red Cross Headlines http://www.cmswire.com/cms/web-engagement/social-media-minute-bloggings-not-dead-a-red-cross-errant-tweet-010278.php http://www.myfoxchicago.com/story/17804304/red-cross-rogue-beer-tweet-an-embarrassment http://www.huffingtonpost.com/2011/02/16/red-cross-rogue-tweet_n_824114.html
More Headlines http://www.aolnews.com/2011/02/17/rogue-beer-tweet-by-red-cross-employee-leads-to-donations http://money.cnn.com/2011/02/17/smallbusiness/dogfish_redcross/
Kenneth Cole Headlines http://money.cnn.com/2011/02/03/news/companies/KennethCole_twitter/ http://www.aolnews.com/2011/02/03/kenneth-coles-egypt-tweet-offends-just-about-everyone-on-twitte/ http://latimesblogs.latimes.com/technology/2011/02/kenneth-cole-tweet-on-egypt-protests-sparks-controversy-.html
They Do It Again http://www.businessinsider.com/kenneth-coles-twitter-account-hits-controversy-again-after-syria-boots-on-the-ground-tweet-2013-9 http://www.washingtonpost.com/blogs/style-blog/wp/2013/09/05/kenneth-cole-didnt-learn-from-cairo-posts-another-controversial-tweet/
Business Strategy http://nation.time.com/2013/09/06/watch-kenneth-cole-stands-by-controversial-syria-tweet/ https://www.mediabistro.com/prnewser/kenneth-cole-says-controversial-tweets-are-great-for-business_b72065 http://www.huffingtonpost.com/2013/09/06/kenneth-cole-twitter_n_3881085.html
Kitchen Nightmare http://www.buzzfeed.com/ryanhatesthis/this-is-the-most-epic-brand-meltdown-on-facebook-ever http://www.dailymail.co.uk/news/article-2324641/Amys-Bistro-social-media-meltdown-Gordon-Ramsay-walks-TV-episode-Kitchen-Nightmares- US.html
Forbes Coverage Forbes created an entire case study on Amy’s Baking Co. to show business how not to respond to SM comments The article is titled “Lessons From Amy’s Baking Company: Six Things You Should Neverd Do On Social Media” 1. Don’t Reply to Everyone 2. Don’t Respond to Trolls 3. Don’t React Right Away 4. Reddit is Not for the Weak 5. Don’t Insult People 6. Learn When To Walk Away 7. (Update) Don’t Lie http://www.forbes.com/sites/kellyclay/2013/05/14/lessons-from-amys-baking-company-six-things-you-should- never-do-on-social-media/
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