crisis management matthewgain.com version
Post on 09-May-2015
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Managing crisis in the
digital age
Presented by @matthewgain
THEY DON’T MAKE EM LIKE THEY USED TO
The old adage was that the first you would hear about a
crisis was when the media contacted you for comment.
By the time that happens today, potentially hundreds of
thousands of people are already aware of your issue
and sharing it amongst their friends.
Managing a crisis in the digital age requires rigorous
preparation, constant monitoring and a team that is well
prepared to ride the digital storm, converse naturally
and constantly whilst staying true to the golden rules of
crisis management.
Community
Managers on
staff
Community
Managers
through
partnership
DIGITAL CRISIS MANAGEMENT IS TRADITIONAL CRISIS
MANAGEMENT
Issue vs Crisis
Does the issue affect business as
usual, either now or in the future
Communication is part of the solution,
but it isn’t the solution
Identify the source of the crisis and fix
it
Remember the goal Restore business as
usual
SOCIAL MEDIA HAS CHANGED THE GAME
• 140 news cycle
• The speed from crisis to mass awareness reduced
• Citizen publishers
• Isolated issues now have the potential to gather
momentum and bubble up into mainstream media
• Influencers use social
• Even if you, your friends or your customers don’t
use social media
IT IS NOT GOING TO RETURN TO THE GOOD OLD DAYS
Community
Managers on
staff
Community
Managers
through
partnership
PREPARING FOR CRISIS COMMUNICATION
PREPARE TO FAIL
IT WILL HAPPEN
LISTEN CONSTANTLY
PREPARE TO RESPOND QUICKLY
REMEMBER ONLINE
VISIBILITY
TRAIN STAFF AND
PRACTICE
PREPARE TO FAIL
• Spend time with your leadership team to identify all
potential future crisis
• Prepare Q&As and reactive statements suitable for
media, social media and even Twitter
• Identify all potential touch points and train them all
• Get senior level buy in – VERY IMPORTANT
PREPARE TO FAIL: BUILD RELATIONSHIPS
• Once a crisis starts it is too late to look for friends
• Identify and partner with relevant partners and
develop relationships of mutual value
• Potential partners:
• Industry bodies
• Charities
• Government/ law enforcement
• Key opinion leaders – eg online influencers
academics/commentators
LISTEN CONSTANTLY
• Listen constantly for early
warning signs
• Free and paid tools help
monitor the landscape:
• Radian 6, Google alerts,
Twitter Search
• Identify online influencers
• Integrate into customer
service
• Shape messaging from
online conversations
PREPARE TO RESPOND QUICKLY
• Acknowledge issues quickly
and provide rapid updates
• Review all other proactive
business as usual comms
• Update constantly across all
communication channels, to
staff and stakeholders
• Prioritise respondents and
close discussions in one
conversation
ONLINE VISIBILITY: OWN THE FACTS AND THE DESTINATION
• Nobody is better positioned to own the facts about a
crisis than those in the middle of it. Owning the
location for facts about the crisis is crucial to ensure
the right information is getting out.
• This site could be:
• Your website/blog
• A specially designed dark site
• A dedicated community site where people
involved in the crisis can come together
• All communication should direct here
ONLINE VISIBILITY: SEARCH IS KING
• Search is the first destination for people seeking
information. Owning the top results for keywords
related to your search is crucial.
• A program of search engine marketing is the quickest
and most effective way to ensure your destination is
at the top of the results
• Other considerations:
• Social embassies rate well in search engines
• Ensure your existing web properties clearly point to
your crisis destination
Community
Managers on
staff
Community
Managers
through
partnership
USE SEM TO OWN THE CONVERSATION
TRAIN STAFF AND PRACTISE
• In a Web 3.0 environment everyone is a spokesperson.
Train widely about online engagement:
• Transparency is key – no astroturfing or
anonymous posts
• Engage in conversations do not delete material
• Be nice
• Practise crisis procedures with key team members
• Ensure community managers are briefed and
involved in any response
Community
Managers on
staff
Community
Managers
through
partnership
SUMMARY
PREPARE TO FAIL
IT WILL HAPPEN
LISTEN CONSTANTLY
PREPARE TO RESPOND QUICKLY
REMEMBER ONLINE
VISIBILITY
TRAIN STAFF AND
PRACTICE
Get in contact
Matthew Gain
Email –
matthewgain@hotmail.com
Phone – +61 434 481 133
Twitter – @matthewgain
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