Intro

1Crisis Management

“Your Online

Reputationcan MAKE or

Break your

brand.”

The secret of crisis management

is not good vs. bad, it’s preventing

the bad from getting worse.

Crisis Management concept

“

”Co-author of the best-selling book Get To The Point – Andy Gilman

Crisis management Why it matters?

• High probability of reach more than (x) million/s.

Egypt online population reached 48 million users.

• keep your reputation safe.

• Retain your customers’ loyalty.

Crisis management When is it a crisis?

• When it affect your name negatively and goes out of

control.

• When the negative feedback get high buzz.

• If your brand involved in [Sports - Sexual - Political –

Religious] issues.

• If influencers involved.

Crisis management How to monitor

• Select the suitable listening tools.

• Create keywords groups [Brand, products, services,

top influencers].

• Update your team and set a suitable way of

communication to connect online and offline customer

service to be updated.

• Be transparent and set a severity level.

Crisis management First Report

The first report is the most important one and it should

contain:

• The main message with a overall view about the buzz.

• Social networks’ Trends.

• Total number of buzz with sentiment analysis.

• Influencers, blogs, and media.

Mistakes that you should avoid

Don’t do it

like Pinocchio

You are not a ostrich

It’s okay

You still alive

If you do the above mistakes, so

the result will be…

Digital Crisis

Victim

Studies

2

Case

Mobinil Case Study

Mickey Mouse tweet costs Mobinil +3 MILLION customers

Naguib Sawiris – Mickey Mouse

Naguib Sawiris - Response

Vodafone Case Study

Abbas Ebn Fernas:

2010

6Kmentions

Negative Buzz in 18 hrs.

Vodafone’s Reaction:• Vodafone removed the ad from YouTube

with its negative buzz & Re-uploaded it!

Abbas Ebn Fernas:

33Kviews

24 hrs.

Abbas Ebn Fernas:

United Airline Case Study

United Airlines issue:

https://www.youtube.com/watch?v=5YGc4zOqozo

United Airlines - Mistakes:

United Airlines - Mistakes:

United Airlines - Results:

United Airlines - Results:

United Airlines - Results:

United Airlines - Results:

Miro Case Study

Each crisis is predictable even if they told you that we find Aliens in

the street. [How many movies that you watched and includes Aliens]

When you are going to set the digital strategy you should have a

Crisis management team in place and set the expected crisis, a crisis

response plan, tactics to use to defend your reputation online.

It will be a crisis if your brand didn’t respond within 15 minutes.

And Remember… You Will Never Please Everybody

Tips to be considered