Softening the Social Blow with Crisis Management
12
1 1 Confidential 3/16/22 Softening the Social Blow with Crisis Management PRESENTED BY: Emilie Bridon Senior Digital Marketing Manager, Microsoft Lynn Morton Senior Account Strategist, R2integrated NOVEMBER 18, 2013
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Transcript of Softening the Social Blow with Crisis Management
11 Confidential 11/19/2013
Softening the Social Blow with Crisis
Management
PRESENTED BY:
Emilie Bridon
Senior Digital Marketing Manager, Microsoft
Lynn Morton
Senior Account Strategist, R2integrated
NOVEMBER 18, 2013
22
Price Change
VMware & Netflix
Socially Engaged Audience
Cultural Fear of Reaction
#WOMMASummit
?
33
Audience: IT Implementer
New 2012 version release
Price Change
EngagedCommunity
Hello my name is…
#WOMMASummit
44
Content Strategy
Audience Research
Response Management
Listening & Monitoring Program
Disclose Manage Reaction
Excite
#WOMMASummitDeveloping a Program
55
#WOMMASummit
Vision:24/7 monitoring command center
to manage reaction.
Scope:Extended to all
English language online channels
and comments/question
s.
Response Philosophy: No response
to online reaction. Specific queries are
answered by a private response.
Online Listening &Engagement Plan
66
#WOMMASummit
Announcement Planning
Microsoft Sales
Partners
Highly ImpactedCustomers
Key Influencers
Press/Analysts
Social Community
Internal
External
Public
Prepare to Announce
Disclose Change
77
321#WOMMASummi
t
Pre-Disclosure Planning
PHASE 1
Active Online
Listening
PHASE 2
Advocacy Plan
PHASE 3
Putting the Plan into Action
88
4 5 6#WOMMASummi
tPutting the Plan into Action
Disclosure Managemen
t
PHASE 4
Reporting & Course Correction
PHASE 5
Post-Disclosure
Process
PHASE 6
99
#WOMMASummit
Minimize Direct Response
Leverage Influencers
Conversation Doesn’t Stop
Big Bets into Best Practices
1010
#WOMMASummit
Disclosure Toolkit
Keywords
Message Map
Content Strategy
Audience Research
Response Assessment Framework
Response Prioritization
1111
#WOMMASummit
Takeaways
REACTIVE
Ongoing Work Streams
Reporting
Listening
Community Management
PROACTIVE
1212
#WOMMASummit
Questions
Lynn MortonSr. Account StrategistR2integrated
www.r2integrated.com
Emilie BridonSr. Digital Marketing ManagerMicrosoft
www.microsoft.com
@MissLynn13
