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If your company has employees, customers or partners located in other countries outside of the U.S., it is critical to have an international digital crisis communications plan in place that will help your organization to identify the potential for a crisis andguidelines for how to respond. This slide deck was for a presentation at the Radian6 Social2011 User Conference.
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Developing a Digital Crisis Communications PlanJustin Levy@justinlevy
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Our companies are not clones
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Don’t fall into the trap
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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11 Steps to Developing a Plan
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#1: Choose and set up your monitoring platform(s)
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#2: Determine your monitoring schedule
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#3: Ensure local language support teams
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#4: Determine what constitutes a crisis
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Conversation Severity Grid
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
Severity Immediate (1 day) 7 Days Issue Trend
High Influential Blog or Twitter user, negative tone 10+ med-hot temperature posts/comments on a high-authority site or 10+ med-hot temperature tweets
Post or tweet going viral via social networks, medium or hot temperature
10+ unique users have the same issue
A medium or high temperature customer or employee post or tweet that draws media attention
Medium Influencer or high visibility forum post, blog post or tweet, medium or hot temperature
5+ or more medium-hot temperature posts/comments/ on a high-authority site or 5+ medium-hot temperature tweets
Post or tweet that compels 3+ other commenters to share their negative customer experience
6-9 unique users have the issue
Low Low influencer, hot temperature with 12+ comments or retweets, or 5+ unique comments or retweets
5 unique users have the issue
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#5: Determine what you WILL respond to
• Compliments of your product, service, or people
• Recommendations or referrals to products
• Customer Service/Support issues or inquiries
• Sales leads of product inquiries
• Feature requests
• Other regular and normal posts or inquiries
What to respond to:
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#6: Determine what you WILL NOT respond to
• Sarcastic, snarky or potentially inflammatory or damaging comments
• Discussions/conversations between individuals that mention the company in which involvement could be perceived as intrusive
• Posts in a language that the company doesn’t have the appropriate understanding or resources to respond to
• Posts/forum threads that require membership to respond to, unless it’s a customer service issue, negative post or misinformation you need to correct
• Posts regarding staff consolidation, compensation or other Human Resources-related issues
• Discussions regarding the legality of an acquisition, timing of a close and any financial data that is not already made publicly available
What you should not respond to:
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#7: Form your digital crisis communications team
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
Core Digital Crisis
Communications Team
Marketing
PR
HR
International Teams
Customer Service
Agency Support
Internal Communications
Other Potential Teams:• Creative• Web Development• Customer Insights• SEO• Sales
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#8: Escalation ladder and flow
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#9: Who will respond on the company’s behalf
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©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
#10: What to report on and how frequently
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©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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#11: Build support beams
QUESTIONS
Where to find me:• justinrlevy.com
• @justinlevy
• justin.levy@citrix.com
• workshifting.com
• @citrixonline / @workshifting
…to stalk me
©2011 Citrix Online, a division of Citrix Systems, Inc. All rights reserved.
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