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Crisis Management in Social Media Marketing

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Nick Westergaard
Nick Westergaard

Great #Fails in Social Media and What You Can 
Do to Protect Your Brand in the Event of a Crisis

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nick westergaard | branddrivendigital.com Crisis ManagementGreat #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis
#UImktg @nickwestergaard
Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
social media crisis management ‣ The Truth About Social Media Mistakes ‣ The Root Causes of Social Media Crisis ‣ How to Be a First Responder ‣ A Tale of Two Airlines ‣ Finally (For Fun)
The Truth About 
 Social Media Mistakes 1
First, the truth … ‣ Mistakes happen ‣ More often today — unidirectional vs. multidirectional ‣ More human media (people talking with people), 
 more risk (people can talk back)
leadership fears the angry mob Photo via Flickr user Robert Course-Baker
beware #Fail culture
never forget
what to do when things go bad?
The Root Causes 
 of Social Media Crisis 2
What are the seeds of crisis? ‣ Misaligned strategy ‣ Insensitive community management ‣ Poor staffing/training decisions ‣ Failure to listen
sound strategy defeats many of these
misaligned strategy: Jp morgan FOR THE NEXT 6 HRS!
misaligned strategy: Starbucks #racetogether
insensitive community management: nestle
insensitive community management: Luton airport
insensitive community management: home depot RACIST
insensitive community management: ragu
insensitive community management: shutterfly
Poor staffing/training: chrysler
Poor staffing/training: 1-800-flowers
Failure to listen & staffing: motrin
Failure to listen: Celeb boutique
insensitive to solemn events: epicurious
bottom line Photo via Flickr user L.C. Nøttaasen
with great power, comes great responsibility Photo via Flickr user Piano Piano!
RELEVANCE rules
most can be prevented by thinking Photo via Flickr user dire schaefer
but what about when you can’t …?
How to Be a First Responder 3
need a process for sounding the alarm
95%of unhappy customers will not complain in a way you can find Source: Jay Baer/Edison Research
3%of customer service tweets actually contain a company’s username or @ handle Source: Jay Baer/Edison Research
Know your haters ‣ Offstage Haters — Complain in private (telephone, email). They are older and less tech savvy. Offstage haters want an answer. ‣ Onstage Haters — Complain in public (social media, reviews). Younger, tech savvy. Onstage haters want an audience.
66%complain offstage (telpephone, email) 34%complain onstage (social media, reviews)
who to involve?
have to build a …
prepare your response ‣ Speed matters — every second it gets worse ‣ Transparency is key — are you ready? ‣ What happens next? Actions? Follow up?
39%of social media complainers expect a response within one hour yet the average response time is five hours Source: Jay Baer/Edison Research
71%of social media complaints are 
 logged on Facebook Source: Jay Baer/Edison Research
k-Mart Response: More layers needed TWEETED THIS RESPONSE 100x
‘sorry’ is a good start
we are a forgiving culture
making a pre-emptive response WRIGLEY’S RESPONSE 
 (Skittles Parent Co.) Skittles are candy. Refugees are people. 
 We don't feel it's an appropriate analogy. 
 We will respectfully refrain from further commentary as anything we say could be misinterpreted as marketing.
create additional life preservers ‣ Create a central hub online for your crisis response communications such as website, blog, or microsite ‣ Include a detailed FAQ ‣ Provide avenues for contacting someone and follow-up actions ‣ Train staff on how to respond appropriately — talking points
when good conversations go bad Photo via Flickr user Alan Levine
Dealing with upset community members ‣ Acknowledge their right to be upset ‣ Apologize ‣ Assert clarity in your policy (if needed) ‣ Assess what will help them ‣ Act! ‣ Abdicate because ... Source: No Bullshit Social Media/Falls & Deckers
you can’t feed the trolls – reply only twice Photo via Flickr user Eirik Solheim
jay baer Hugging your haters doesn’t mean the customer is always right, but it does mean the customer is always answered.” “
the final plan ISSUES MANAGEMENT RESPONSE FLOWCHART melissaagnes.com Does the situation risk escalating further? Are the facts correct? Can we easily correct them and regain control of the situation? Publish a sincere response that addresses the situation and makes an affirmative statement. Focus on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Publish a sincere and honest response. Apologize if an apology is due. Focus on building / strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Can we easily put the issue to bed with a sincere and honest response? Monitor the situation and let our community come to our defence. Consider responding to individual comments and questions with the aim of strengthening relationships. Publish a sincere response that addresses the issue. Apologize if an apology is due and focus on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Publish a sincere response that addresses the issue, corrects the misconceptions and focuses on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Monitor the situation. Prepare a sincere response that addresses the issue, apologizes if an apology is due and focuses on strengthening relationships with stakeholders. If the situation begins to garner more attention, publish the response. Continue to monitor and If need be, escalate to crisis team. YES NO YES YES YES YES YES NO NO NO NO YES Monitor and respond to inquiries when appropriate. Is this issue due to a mistake made on our end? Monitor and escalate to crisis team. Does the situation risk negatively impacting our reputation and/ or bottom line for the long-term? Does the situation risk negatively impacting our reputation and/ or bottom line for the long-term? Is our community coming to our defence? YES YESNO NO NO NO NOYES Have we already released a response? Is it garnering a lot of negative attention online? A negative issue has occurredSit back and monitor Respond accordingly Escalate to crisis LEGEND
Practice the plan
work with hr & legal on policy Photo via Flickr user eflon
“Online & Off”to your employee handbook policy tip: add the phrase
not answering the “social phone” is a big #fail Photo via Flickr user nate steiner
A Tale of Two Airlines 4
airlines are #fail magnets Photo via Flickr user Sebastian Fuss
15 millionviews to date — stock fell 10% after video went viral
jet blue: apology & promise
Finally (For Fun) 5
two hacks Photo via Flickr user Mike Mozart
fake hacks Photo via Flickr user Mike Mozart
and then there’s this …
Source: Washington Post
don’t forget kanye Photo via Flickr user Jason Persse “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.”
humor can help
being human is always best
key take-aways ‣ Be a first responder ‣ Plan the work — work the plan ‣ Time and transparency matter — remember the differences between offstage and onstage haters ‣ We are a forgiving culture — acknowledge, apologize, act, and move on
next up: Organizational Impact
#UImktg @nickwestergaard
nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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Crisis Management in Social Media Marketing

  • 1. nick westergaard | branddrivendigital.com Crisis ManagementGreat #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis
  • 3. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  • 4.
  • 5.
  • 6. social media crisis management ‣ The Truth About Social Media Mistakes ‣ The Root Causes of Social Media Crisis ‣ How to Be a First Responder ‣ A Tale of Two Airlines ‣ Finally (For Fun)
  • 7. The Truth About 
 Social Media Mistakes 1
  • 8. First, the truth … ‣ Mistakes happen ‣ More often today — unidirectional vs. multidirectional ‣ More human media (people talking with people), 
 more risk (people can talk back)
  • 9. leadership fears the angry mob Photo via Flickr user Robert Course-Baker
  • 12. what to do when things go bad?
  • 13. The Root Causes 
 of Social Media Crisis 2
  • 14. What are the seeds of crisis? ‣ Misaligned strategy ‣ Insensitive community management ‣ Poor staffing/training decisions ‣ Failure to listen
  • 15. sound strategy defeats many of these
  • 16. misaligned strategy: Jp morgan FOR THE NEXT 6 HRS!
  • 25. Failure to listen & staffing: motrin
  • 26. Failure to listen: Celeb boutique
  • 27. insensitive to solemn events: epicurious
  • 28. bottom line Photo via Flickr user L.C. Nøttaasen
  • 29. with great power, comes great responsibility Photo via Flickr user Piano Piano!
  • 31. most can be prevented by thinking Photo via Flickr user dire schaefer
  • 32. but what about when you can’t …?
  • 33. How to Be a First Responder 3
  • 34. need a process for sounding the alarm
  • 35. 95%of unhappy customers will not complain in a way you can find Source: Jay Baer/Edison Research
  • 36. 3%of customer service tweets actually contain a company’s username or @ handle Source: Jay Baer/Edison Research
  • 37. Know your haters ‣ Offstage Haters — Complain in private (telephone, email). They are older and less tech savvy. Offstage haters want an answer. ‣ Onstage Haters — Complain in public (social media, reviews). Younger, tech savvy. Onstage haters want an audience.
  • 38. 66%complain offstage (telpephone, email) 34%complain onstage (social media, reviews)
  • 40. have to build a …
  • 41. prepare your response ‣ Speed matters — every second it gets worse ‣ Transparency is key — are you ready? ‣ What happens next? Actions? Follow up?
  • 42. 39%of social media complainers expect a response within one hour yet the average response time is five hours Source: Jay Baer/Edison Research
  • 43. 71%of social media complaints are 
 logged on Facebook Source: Jay Baer/Edison Research
  • 44. k-Mart Response: More layers needed TWEETED THIS RESPONSE 100x
  • 45. ‘sorry’ is a good start
  • 46. we are a forgiving culture
  • 47. making a pre-emptive response WRIGLEY’S RESPONSE 
 (Skittles Parent Co.) Skittles are candy. Refugees are people. 
 We don't feel it's an appropriate analogy. 
 We will respectfully refrain from further commentary as anything we say could be misinterpreted as marketing.
  • 48. create additional life preservers ‣ Create a central hub online for your crisis response communications such as website, blog, or microsite ‣ Include a detailed FAQ ‣ Provide avenues for contacting someone and follow-up actions ‣ Train staff on how to respond appropriately — talking points
  • 49. when good conversations go bad Photo via Flickr user Alan Levine
  • 50. Dealing with upset community members ‣ Acknowledge their right to be upset ‣ Apologize ‣ Assert clarity in your policy (if needed) ‣ Assess what will help them ‣ Act! ‣ Abdicate because ... Source: No Bullshit Social Media/Falls & Deckers
  • 51. you can’t feed the trolls – reply only twice Photo via Flickr user Eirik Solheim
  • 52. jay baer Hugging your haters doesn’t mean the customer is always right, but it does mean the customer is always answered.” “
  • 53. the final plan ISSUES MANAGEMENT RESPONSE FLOWCHART melissaagnes.com Does the situation risk escalating further? Are the facts correct? Can we easily correct them and regain control of the situation? Publish a sincere response that addresses the situation and makes an affirmative statement. Focus on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Publish a sincere and honest response. Apologize if an apology is due. Focus on building / strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Can we easily put the issue to bed with a sincere and honest response? Monitor the situation and let our community come to our defence. Consider responding to individual comments and questions with the aim of strengthening relationships. Publish a sincere response that addresses the issue. Apologize if an apology is due and focus on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Publish a sincere response that addresses the issue, corrects the misconceptions and focuses on strengthening relationships with stakeholders. Continue to monitor the situation, responding when appropriate. Monitor the situation. Prepare a sincere response that addresses the issue, apologizes if an apology is due and focuses on strengthening relationships with stakeholders. If the situation begins to garner more attention, publish the response. Continue to monitor and If need be, escalate to crisis team. YES NO YES YES YES YES YES NO NO NO NO YES Monitor and respond to inquiries when appropriate. Is this issue due to a mistake made on our end? Monitor and escalate to crisis team. Does the situation risk negatively impacting our reputation and/ or bottom line for the long-term? Does the situation risk negatively impacting our reputation and/ or bottom line for the long-term? Is our community coming to our defence? YES YESNO NO NO NO NOYES Have we already released a response? Is it garnering a lot of negative attention online? A negative issue has occurredSit back and monitor Respond accordingly Escalate to crisis LEGEND
  • 55. work with hr & legal on policy Photo via Flickr user eflon
  • 56. “Online & Off”to your employee handbook policy tip: add the phrase
  • 57. not answering the “social phone” is a big #fail Photo via Flickr user nate steiner
  • 58. A Tale of Two Airlines 4
  • 59. airlines are #fail magnets Photo via Flickr user Sebastian Fuss
  • 60.
  • 61.
  • 62. 15 millionviews to date — stock fell 10% after video went viral
  • 63. jet blue: apology & promise
  • 65. two hacks Photo via Flickr user Mike Mozart
  • 66. fake hacks Photo via Flickr user Mike Mozart
  • 67. and then there’s this …
  • 69. don’t forget kanye Photo via Flickr user Jason Persse “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.”
  • 71. being human is always best
  • 72. key take-aways ‣ Be a first responder ‣ Plan the work — work the plan ‣ Time and transparency matter — remember the differences between offstage and onstage haters ‣ We are a forgiving culture — acknowledge, apologize, act, and move on
  • 74.