+ Crisis Communications in the Digital Age Deirdre Walsh Marketing Director
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+
Crisis Communications in
the Digital Age
Deirdre Walsh
Marketing Director
+
The ReactionWhen I start talking to executives
about crisis communications in the
digital age, I often get a response like
this guy!
That’s because people have one
definition of a “social crisis.”
They imagine situations like….
+Employee Tweets Something
Inappropriate from a Brand Channel
+Employee Isn’t Transparent
+Marketing Doesn’t “Get It.”
+BUT…..Social Can Be Your
Best Friend During a CrisisAnd I should know.
6
+In My Role, I’ve….
Lead communications strategy and execution for several issues
around products, financials, litigation, natural disasters,
investigative journalism, environmental issues, etc.
Trained more than 100 executives and public officials
worldwide on how to handle communications in high-pressure
environments
Provided internal and external clients with dynamic crisis
simulation exercises
7
+ Case Study: Product(eev) Issue
8
+In 2012, my company, Jive, acquired the
task-management tool Producteev.
Adopted by more
than 100,000
businesses and
1 million people
+The press and analyst coverage
was very positive.
+ A few months later, in true marketing
fashion, we created a new logo,
launched a new website, and hosted a
big press event in NYC.
+On May 21, I Woke Up To This….
I didn’t know the user. I didn’t know what he was referencing
(we do lots of acquisitions). I didn’t even know who managed
the website Contact Us form.
So I turned to our employee network to get some answers and
then publically responded.
+But the Social Swarming Began
+And I Watched Twitter Explode
Producteev end users took to social channels to complain. There
were big issues like, “I can’t access my service” and “I want a refund
since the product is now free” to “I don’t like the stars in the UI.”
For the first time in company history, our sentiment was negative.
+My Team was Spread Across the
Country so I Turned to Social.
15
PR Team
Community Managers
Social Media Managers
Me
Support and Product Teams
+
Employee
Intranet
I Used Social Technologies to Centralize
& Coordinate Communications.
Customer
Community
Social
Media
+Social Intranet: Share Insights
+Social Intranet:
Corporate Alignment
+Social Intranet: Action Items
+Customer Community: Updates
JIVE CMO
+Customer Community: Support
+Customer Community:
Product Ideas & FAQ
+Social Media:
Real-Time Communications
Changed sentiment
through open communications
and strategic coordination.
+Results By the Numbers
Became the command center. Updated current messaging for employees, specifically support and sales. Additionally provided regular customer updates.
The actual product issue lasted 8 days but we were able to change sentiment to positive by day 1 and level out the volume of social conversation by day 4.
Sent more than 400 personal messages on Facebook and Twitter answering questions, addressing concerns, providing updates
Monitored and addressed 300 unique discussion threads and 500 new users in the Producteev group in the online community
+ Want to Learn More about How
Social Can Streamline Your
Crisis Communications Efforts? Connect with me!
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