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Social Media Crisis Management
June 21, 2012Heather ReadSocial Media – DuPont Public Affairs@heatherread
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Good sensing helps prevents crisis
Stewardship
Issues Mgt
Crisis Mgt
Sensing,
Triggers &
Alerts
Social Media
Monitoring
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Data Example: Tracking Hurricane Irene
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Hurricane Irene vs. Japan Tsunami
Japan
Irene
Data courtesy of:
Establish a Corporate Reputation Baseline
@heatherread 4Sources: http://www.crimsonhexagon.com/airline_study/http://socialtimes.com/alterian-social-media-crisis-infographic_b78530http://www.netbase.com/sentiment/brand-passion-index-hormel-and-oscar-mayers-sizzling-bacon-buzz/
• Pick your metrics (net sentiment vs. drivers of passion or sentiment)
• Establish a baseline volume and sentiment metric or score
• Measure before and after a crisis
Use your tools to develop a scorecardSM
MS ‐Content /
Channel performance
‐Audience reach
‐Loyalty
‐Influencer engagement
SM M
onito
ring ‐Volume
‐Conversation analysis
‐Trends/ Triggers
‐Influencer identification
SEO ‐Traffic sources
from search vs. social
‐Popular content
‐Conversion goals
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Key Metrics
Scorecard
Metric indicators for your triage processLOW INFL/
HIGH BIZ IMPACT
HIGH INFL/
HIGH BIZ IMPACT
LOW INFL/
LOW BIZ IMPACT
HIGH INFL/
LOW BIZ IMPACT
Business Impact
Influ
ence
of u
ser
low high
low
high
METRICS:Audience Reach: • Klout score• Followers/friends #• Alexa rank• Inbound links/ UMV
Business Impact:• Reputation damage • Customer reaction• Govt/Reg action• Investor behavior
**CRISIS CASE**
Simple Criteria for Response
Is the post negative or incorrect?
OR
Is it being shared by a number of
people?
OR
Is it being shared by an influencer? (Klout score + Audience reach)
PRIO
RITIZE
•Will the content of the post damage our brand?
•Will it leave significant, incorrect information about the company online if not corrected?
•If the conversation persists, could it impact business?
•Will it affect stock price?
•Will not responding damage the company’s image?
RESPOND
If yes, then you are likely to
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Simple Criteria for Response
Is the post negative or incorrect?
OR
Is it being shared by an influencer? (Klout score + Audience reach)
OR
Is it being shared by a known critic or
competitor?
PRIO
RITIZE
•Does this person have a negative opinion of the company for emotional or ideological reasons?
•Is this person a part of a known group of critics?
•Will responding inflame the situation?
•Will responding fuel more media interest?
•Will responding raise other sensitive issues?
NOT RESPOND
If yes, then you are likely to
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If you elect to engage, your social media action plan should have a PURPOSE and the MESSAGEshould MATCH the MEDIUM
Change perceptions
Demonstrate transparency or company/ brand responsiveness
Understand the public discussion
Monitor Engage
SM monitoring inputs
Company action & Business commitment
Define the purpose of social media in your Action Plan
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Develop an action plan, identifying specific actions you expect your audience to take and metrics of success.
Here’s a tool to help you…
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Scenario Planning
LOW MEDIUM HIGH
MEDIA (which social networks do you expect to discuss this):
#/ % :
TONALITY:
TRIGGER TO MOVE SCENARIOS:
Action Plan:
Identify how your social media situation may shift, how your action plan will change and what the triggers are to move between scenarios. Some examples are provided:
e.g.: Blogs e.g.: Blogs, Twitter
e.g.: Blogs, Twitter, Facebook, YouTube, Flickr
e.g.: < 500 posts/day e.g.: 500-1000 posts/day
e.g.: > 1000 posts/day
e.g.: Neutral - Balanced e.g.: Negative e.g.: Inflammatory
e.g.: Up: incr. neg % of conversation Down: decrease in # of comments/ day
e.g.: Monitor only, Blogger outreach
e.g.: Twitter account provides updates/ corrections; Blogger briefings
e.g.: dedicated Twitter, FB, YouTube accounts; Content plan to inform the conversation
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Social Media Crisis Checklist:
Use the organization’s core values as your guidepostState the purpose of social media response in your crisis planUnderstand your audience Define your voice & engagement modelDefine a content strategy with SEO in mindMap your SM plan to media relations or other stakeholder outreach activitySpecify roles & responsibilities in a daily managing processDefine metrics of success
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Thank you!
Heather D. ReadProgram Manager, Social Media
DuPont Public [email protected]
@HeatherRead
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