Social Media Crisis Management
•Télécharger en tant que PPTX, PDF•
163 j'aime•27,295 vues
TOPIC: A HOW TO approach to dealing with a crisis with Social Media. This is the third in a series of online trainings brought to you by The Wall Street Journal, Ogilvy and GoToWebinar. Asia Pacific director of Digital Influence Thomas Crampton moderated a presentation by Digital Influence Global Managing John Bell and Managing Director of the Global Public Affairs Practice Jamie Moeller.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Social Media Crisis Management
Similaire à Social Media Crisis Management (20)
Plus de Ogilvy Consulting
Plus de Ogilvy Consulting (20)
Dernier
Dernier (20)
Social Media Crisis Management
- 1. Social Media for Crisis Management
- 5. Presenters Jamie Moeller Global Practice Director | Public Affairs Ogilvy Public Relations Worldwide John Bell Global Managing Director | 360 Digital Influence Ogilvy Public Relations Worldwide
- 8. The Executive’s GuideSocial Media for Crisis Management
- 10. Social Media Buzz Traditional Media Coverage
- 12. How did they do?
- 13. AGENDA 5 Trends In Digital Crisis Management A Digital Crisis Management Framework 5 Keys to Managing the Crisis Next Steps
- 14. 5 Trends in Digital Crisis Management
- 15. 5 Trends in Digital Crisis Management Everything happens at lightning-speed People demand “hyper-transparency” Dialogue as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools
- 17. Monitor all relevant consumer generated media, not just traditional media
- 18. When responding to emerging crisis, you may need to react fast – in a matter of hours, not days
- 19. Have a streamlined approach and a team in place
- 22. Any individual has the power to expose what were once “private” conversations, making them public – expect what you say to be blogged
- 23. Be ready to reconcile contradictory business practices
- 26. Inviting customers into a conversation is the most effective way to build goodwill and brand advocates who will support you if crisis hits
- 27. Communicating solely through press releases and scripted interactions doesn’t satisfy
- 30. Organic search is sensitive to social media content due to the cross-linking
- 31. Google delivers “universal search” making multimedia critical
- 34. Small organizations can often be fast and nimble with social media
- 35. Listening to consumer generated media is critical
- 37. Digital Crisis Management: A Framework
- 38. A Framework Digital Crisis Management
- 41. Establish weekly social media monitoring to complement existing media monitoring reports.
- 42. Reports should include analysis of discussion, topline charts or visuals, and clip sheet of the most relevant “hits” across social media (blogs, message boards, micromedia, multimedia, soc nets)
- 43. After the Crisis Hits
- 44. Expand weekly monitoring reports to daily or hourly reports
- 47. Create an Influencer Map to know where your promoters and detractors live online
- 48. Consider influencer engagement campaigns during non-crisis times to develop relationships that could be revisited if needed
- 49. After the Crisis Hits
- 50. Engage influencer in your rapid response efforts as needed: be personal
- 53. Develop crisis messaging and adapt it to social media venues
- 54. Identify and train marcom staff for social media
- 55. Set up online crisis collaboration site
- 56. Design and build a crisis dark site
- 57. After the Crisis Hits
- 60. Develop your brand’s presence & voice on the social Web – a corporate blog, Twitter handle, Facebook page, YouTube channel…
- 61. After the Crisis Hits
- 62. Actively update home page or dark site
- 63. Consider using video to deliver a human message
- 66. Build list of keywords (negative and positive) to use for SEO/SEM (Search Engine Optimization/Search Engine Marketing)
- 67. Explore leveraging or creating online advertising
- 68. Identify potential multimedia responses (photo, video) and key players necessary to create them
- 69. After the Crisis Hits
- 70. Deploy a keyword buy across major search engines
- 71. Create and optimize a variety of multimedia content to help tell your story in multiple ways
- 74. Get C-Suite buy-in on the importance of social media
- 75. Identify the top online influencers for your business (and begin building relationships)
- 76. Know how you will “speak” online (e.g. Twitter, Blog, YouTube)
- 78. Don’t launch campaigns on a Friday
- 79. Make sure you are monitoring through the weekend
- 80. Listen first (and test your ideas)
- 83. Thank You John H. Bell Global Managing Director | 360° Digital Influence Ogilvy email john.bell@ogilvypr.com blog: http://johnbell.typepad.com Jamie Moeller Global Practice Director | Public Affairs Ogilvy email jamie.moeller@ogilvypr.com blog: http://www.theintersection.com Thomas Crampton Regional Director - Asia | 360° Digital Influence Ogilvy email thomas.crampton@ogilvypr.com blog: http://www.asiadigitalmap.com
Notes de l'éditeur
- Need more points:Introduction of Web 2.0
- http://www.youtube.com/watch?v=su0U37w2tws
- Zero Hour: crisis hitsHour 6: you’ll know whether the issue breaks into mainstream news. Often bloggers and twitter users will post links to news storiesHour 12: sharing begins to occur – people will be digging the coverage, viewing the videos, sharing it on social networksHour 18: typically begin to see people editorialising about the issue – adding their POV to whatever has happened. Also appearing in searchHour 24: often much of the damage has been done and will continue to build or die offIMPORTANT: the first six hours are critical point where you need to determine whether it’s appropriate to respond, or not.