nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Great #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis
Crisis Management in Social Media Marketing
Conversation Reminder
@NickWestergaard
#UIMKTG
Social Media Crisis Management
‣ The Truth About Social Mistakes
‣ The Root Causes of a Social Media Crisis
‣ How to Be a First Responder
‣ A Tale of Two Airlines
‣ Finally (For Fun)
1
The Truth About Social Media Mistakes
The Truth About Social Mistakes
‣ They Happen — More Than You Think
‣ More Opportunities (Real-Time, Multi-Directional) = More Risk
‣ Nature of the Beast — The Audience (Community!) Can Talk Back
Can’t Fear the Negative
Leadership Fears the Angry Mob
Photo via Flickr user Robert Couse-Baker
Beware #Fail Culture
Photo via Flickr user apdk
2
The Root Causes of Social Media Crisis
JP Morgan: Misguided Strategy
FOR THE NEXT 6 HRS!
Photo via Flickr user Gauravonomics
Nestle: Fighting with Community
Chrysler: Employee Error
Motrin: Not Listening
Ragu: Insensitive Messaging
Pepsi Maxx: Insensitive Messaging
ANTI-PEPSI FB 100 LIKES
LIKES IN A DAY
Luton Airport: Insensitive Messaging
Home Depot: Just Plain Racist
Celeb Boutique: Missing the News
Epicurious: Solemn Events
Bottom Line …
Photo via Flickr user KOMUnews
800-Flowers: Insufficient Staffing
Shutterfly: Wrong Message
Shutterfly’s Response
3
How to Be a First Responder
Build a Fire Extinguisher
Photo via Flickr user Adikos
Have a Process for Sounding the Alarm
Photo via Flickr user schuminweb
Who to Involve
Prepare Your Response
‣ Speed Matters — Every Second It Gets Worse
‣ Time to Be Transparent — Are You Ready?
‣ Do You Have Protocols for What Happens Next? (After Your Response)
K-Mart Response: More Layers Needed
TWEETED THIS RESPONSE
100x
Goes a Long Way
Photo via Flickr user butupa
We Are a Forgiving Culture
Photo via Flickr user Keith Allison
Create Additional Life Preservers
‣ Create a Central Hub Online for Your Crisis Center
‣ Website — Either Blog or Microsite
‣ Detailed FAQ
‣ Provide Avenues for Contacting Someone
‣ Train Staff on How to Respond Appropriately (Talking
Points)
When Conversations Go Bad
‣ Acknowledge Their Right to Be Upset
‣ Apologize!
‣ Assert Clarity in Your Policy (if needed)
‣ Assess What Will Help Them
‣ Act!
‣ Abdicate because ...
Source: No BS Social Media, Falls & Deckers
You Can’t Feed the Trolls
Photo via Flickr eirlkso
Work with HR & Legal on Policy
Photo via Flickr user eflon
Policy Tip — Add Phrase:
“Online & Offline ...”
HMV: Need Social Policies
Not Answering the “Social Phone” Is a Fail Too
Photo via Flickr user nate steiner
Practice Your Plan!
4
A Tale of Two Airlines
United
Taylor Guitars Responds
Damage Was Done
Photo via Flickr user Roadside Guitars
Classic Example
Photo via Flickr user saaby
Apology + Promise
Photo via Flickr user monkeyatlarge
6
Finally (For Fun)
A Tale of Two Hacks
Photo via Flickr user dno1967b
Fake Hack!
Photo via Flickr user Atomic Taco
More Recently ...
Source: Washington Post
Kanye vs. Zappos
Photo via Flickr user DrabikPany
“I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he SELLS ALL THIS S--T PRODUCT to everybody, his whole thing is based off of SELLING SH--T PRODUCT.”
Zappos Responds with Humor
The Spoils of Good Humor
Final Thoughts
‣ Remember: Everyone’s a Marketer Now — We Have to Be Ready to Respond
‣ Time & Transparency Matter
‣ It’s the Golden Rule Stuff
‣ Deep Breaths — People Forgive
‣ Trust
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard