Online Crisis Management + Case Studies - Elkottab Workshop
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Transcript of Online Crisis Management + Case Studies - Elkottab Workshop
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Crisis Management!
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Intro +! Case Studies!
!Common Mistakes + Open Discussion!
Qs & As!
Break!
Break!Crisis!
Management Process!
11:00 - 12:30! 12:30 - 1:00! 1:00 - 1:45!
2:15 - 3:45! 3:45 - 4:00! 4:00 - 5:00!
Break!
1:45 - 2:15!
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What is a Brand?!• Your identity, who you are, and how people
perceive your company!
• It is what builds the customers’ loyalty!
• Your first sales point!
• It is the most valuable asset among all your company’s assets!
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Brand Relationship Management!
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I have a problem!
My friend has a problem!
Someone has a problem and i’m cheering for them!
I hate you!
Your service is bad!
ياحرامية!كدابني!
نصابني!
عندي مشكلة!
ياوالد تييييييت!
اعالن وحش!
ثورة دي وال انقالب؟!
خدمة زبالة!
You’re sucks!
الساعة كام؟!
اتكلموا عربي!
WTF!
االسعار عالية!مابحبكوش!
ياحمار!
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So, when it can be a CRISIS?!
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“When it goes out of control & affects your
name negatively”!
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Why Crisis Management matters?!
• Protect your brand reputation!
• Retain your customers’ loyalty !
• Tell your customers that you do care!
• It’s how human relationships work!
• Because bad news travels faster than good news!
• Anyone’s voice online can be heard!
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Define crisis in a few words…!
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Receiving mass Negative messages !due to an error associated to the
brand name, promise, diversity, or culture, which could lead to brand
damage!
Online Crisis!
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Case Studies!
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Mickey Mouse tweet costs mobinil +3 million customers
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Is it enough?!
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ArabIdol - MBC!
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ArabIdol - MBC!Arabidol & MBC managed to contain the negative buzz!smartly by introducing Palestine in an emotional video with a fantastic reportage about its people’s sacrifices & culture. !!Result: !The heat declined and disappeared next day after the episode.!
!
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Left bank: from an individual case to a crisis!
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The case was offline - but left bank brought it online for some reason…!
- Typical PR Statement !- No apology to the
customer!- Mass attack in return!
48 hours left – no action!
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Noise on Twitter!
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The topic became Egypt’s number 1 twitter trending topic!
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Leftbank ignored the buzz, but…!
• People started to write negative reviews on leftbank’s facebook page with low rating score (because they know that reviews cannot be taken down – which negatively affects their potential customers’ decisions !
• The customer “victim” started her facebook page, telling all the updates about her experience with Left Bank!
• The case is generating a daily negative buzz around Left Bank!
Brand Damage…!
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Tivoli Dome !Perfectly handled a similar case months ago!!
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Tivoli Dome !Apology + the right compensation !
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KLM Offends Mexico With Dumb World Cup Tweet
Adios Amigos! #NEDMEX !
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Original tweet
Seeking engagement but…
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Among the offended was Mexican actor Gael Garcia Bernal, who used some harsh language to criticize the airline and vow never to fly on it again.
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The tweet was deleted without an apology or explanation after outraged fans began retweeting it in anger.
KLM Reaction!
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The best response came from Mexican airline Aeromexico.
Thanks for the great tournament, we are proud of you and expecting you at home # VivaMéxico!
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Don’t risk your brand name to be funny! !
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First online crisis in Egypt!Vodafone Abbas Ebn Fernas !
NOV!2010!
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The Ad provoked Egyptians Tweeps to ask Vodafone to take it down, because of abusing a
great Muslim scientist and mocking the islamic culture!
!
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Negative Buzz reached 6K in the first 18 hours!
18 Hours!
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Vodafone removed the ad from YouTube with all its negative
comments and re-uploaded it!!
Reaction…!18
Hours!
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Tough reaction: Mostafa Mourad’s video! 24 Hours!
33K views!
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0!
3000!
6000!
9000!
12000!
12 Nov! 13 Nov! 14 Nov! 15 Nov! 16 Nov! 17 Nov! 18 Nov! 19 Nov!
Case was escalated after the wrong move + Mostafa’s video to reach 12K tweets in 36 hours!
36 Hours!
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Vodafone Response: Removed the video from YouTube & TV and issued an apology statement !
48 Hours!
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Right actions are the shortest!After 72 hours!
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TE Data Facebook page was hacked for 24 hours.!No updates, apology or statement were issued to customers - brand damage & mismanagement of
the crisis…!
TE DATA treat their customer with disrespect !
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Coca Cola A7la Ramadan 2014 - True Crisis Avoided !
Coca Cola didn’t print religious related names on its bottles/cans
in their Ramadan campaign, choosing nicknames, such as
Hamada, Darsh, etc. !!
This smart approach saved the brand expected damage!
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Takeouts!• Once it’s online, you have no control, so it’s better to be
careful before publishing!
• Be responsible for your mistakes and say sorry with actions!
• Traditional PR statements do not work online !
• Bad news travels faster than good news !
• People want to see you apologizing for your mistakes !
• Respect your customers’ culture !
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Common Mistakes!
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1!OMG!!! I’m dead…!
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2!
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3!
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Please corner me…!4!
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Result :(!
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Crisis Management Process!
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What is the ideal plan to handle a crisis?!
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“The secret of crisis management is not good vs. bad, it's preventing
the bad from getting worse”!
Damage Control Concept!
Co-author of the best-selling book Get To The Point - Andy Gilman !
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Build your crisis management committee!!• Social Media!
• Public Relations!
• Brand Team!
• Legal SPOC!
• CEO & Board Members!
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Get Some listening softwares!
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• Create keyword groups for your brand name, products, & services!
• Update your team with automated email alerts!
• List the top influencers and include them in your keyword groups monitoring!
• Set a severity level!
Monitor your brand + Alerts!
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1. If it’s something hurts your name !
2. High volume of messages !
3. Influencers involved !
4. Political/sexual/religious topic!
Know when it is/isn’t a crisis!
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The first report!Because it gives the right/wrong direction — The first alert matters the most - so be clear and honest: !
• a brief about the buzz + main message !
• Buzz trend + quantity!
• Sentiment analysis!
• Top people/blogs/newspapers !
• Most mentioned concern !
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Now, you’re ready!!
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Acknowledge + apologize
1!
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Choose the right medium
2!
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Create scenarios (What if) and prepare answers
3!
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Be open to negative discussions
4!
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Take it offline
5!
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Update all your employees
6!
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Resume life normally
7!
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Thank you!