Developing a Digital Crisis Communications Plan
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Transcript of Developing a Digital Crisis Communications Plan
Developing a Digital Crisis Communications PlanJustin Levy@justinlevy
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Our companies are not clones
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Don’t fall into the trap
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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11 Steps to Developing a Plan
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#1: Choose and set up your monitoring platform(s)
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#2: Determine your monitoring schedule
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#3: Ensure local language support teams
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#4: Determine what constitutes a crisis
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Conversation Severity Grid
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
Severity Immediate (1 day) 7 Days Issue Trend
High Influential Blog or Twitter user, negative tone 10+ med-hot temperature posts/comments on a high-authority site or 10+ med-hot temperature tweets
Post or tweet going viral via social networks, medium or hot temperature
10+ unique users have the same issue
A medium or high temperature customer or employee post or tweet that draws media attention
Medium Influencer or high visibility forum post, blog post or tweet, medium or hot temperature
5+ or more medium-hot temperature posts/comments/ on a high-authority site or 5+ medium-hot temperature tweets
Post or tweet that compels 3+ other commenters to share their negative customer experience
6-9 unique users have the issue
Low Low influencer, hot temperature with 12+ comments or retweets, or 5+ unique comments or retweets
5 unique users have the issue
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#5: Determine what you WILL respond to
• Compliments of your product, service, or people
• Recommendations or referrals to products
• Customer Service/Support issues or inquiries
• Sales leads of product inquiries
• Feature requests
• Other regular and normal posts or inquiries
What to respond to:
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#6: Determine what you WILL NOT respond to
• Sarcastic, snarky or potentially inflammatory or damaging comments
• Discussions/conversations between individuals that mention the company in which involvement could be perceived as intrusive
• Posts in a language that the company doesn’t have the appropriate understanding or resources to respond to
• Posts/forum threads that require membership to respond to, unless it’s a customer service issue, negative post or misinformation you need to correct
• Posts regarding staff consolidation, compensation or other Human Resources-related issues
• Discussions regarding the legality of an acquisition, timing of a close and any financial data that is not already made publicly available
What you should not respond to:
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#7: Form your digital crisis communications team
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
Core Digital Crisis
Communications Team
Marketing
PR
HR
International Teams
Customer Service
Agency Support
Internal Communications
Other Potential Teams:• Creative• Web Development• Customer Insights• SEO• Sales
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#8: Escalation ladder and flow
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#9: Who will respond on the company’s behalf
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©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#10: What to report on and how frequently
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©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#11: Build support beams
QUESTIONS
Where to find me:• justinrlevy.com
• @justinlevy
• workshifting.com
• @citrixonline / @workshifting
…to stalk me
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.