#CrisisSM4, The Good, The Bad and The Ugly of Crisis Management

Crisis ManagementThe Good, the Bad and the Ugly #CrisisSM4

Francesca Capotorto @FrancescaCapotoBrian Poole @BSPooleSamantha Sonner @SamanthaSonnerPaulina Cuevas @PSCuevas

What is Crisis Management?

Crisis Occurs Formulate Plan of Action

Media Reports 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 Goodhttps://wjcl.com/sites/default/files/sites/8/2014/02/redcross.jpg

http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of

http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of

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.”

http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of

http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of

http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-the-of

The Badhttp://marketingland.com/wp-content/ml-loads/2013/09/kenneth-cole-logo.jpg

The First Failhttp://money.cnn.com/2011/02/03/news/companies/KennethCole_twitter/index.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/

Amy’s Response

Samy’s Responsehttp://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/

http://agnesday.com/9-ways-to-make-sure-your-brand-becomes-the-laughing-stock-of-the-internet/

Meme-o-Mania

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 1995Executive 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 Headlineshttp://www.cmswire.com/cms/web-engagement/social-media-minute-bloggings-not-dead-a-red-cross-errant-tweet-010278.phphttp://www.myfoxchicago.com/story/17804304/red-cross-rogue-beer-tweet-an-embarrassmenthttp://www.huffingtonpost.com/2011/02/16/red-cross-rogue-tweet_n_824114.html

More Headlineshttp://www.aolnews.com/2011/02/17/rogue-beer-tweet-by-red-cross-employee-leads-to-donationshttp://money.cnn.com/2011/02/17/smallbusiness/dogfish_redcross/

Kenneth Cole Headlineshttp://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 Againhttp://www.businessinsider.com/kenneth-coles-twitter-account-hits-controversy-again-after-syria-boots-on-the-ground-tweet-2013-9http://www.washingtonpost.com/blogs/style-blog/wp/2013/09/05/kenneth-cole-didnt-learn-from-cairo-posts-another-controversial-tweet/

Business Strategyhttp://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_b72065http://www.huffingtonpost.com/2013/09/06/kenneth-cole-twitter_n_3881085.html

Kitchen Nightmarehttp://www.buzzfeed.com/ryanhatesthis/this-is-the-most-epic-brand-meltdown-on-facebook-everhttp://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 commentsThe article is titled “Lessons From Amy’s Baking Company: Six Things You Should Neverd Do On Social Media”

1. Don’t Reply to Everyone2. Don’t Respond to Trolls3. Don’t React Right Away4. Reddit is Not for the Weak5. Don’t Insult People 6. Learn When To Walk Away7. (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/

Best Practice Coverage