Social Media Crisis Communication

SOCIAL MEDIA CRISISCOMMUNICATIONHOW TO STAY ONE STEP AHEAD

Claudia Tluk, Social Media Manager

INTRO

CLAUDIA TLUKSOCIAL MEDIA MANAGERAT BRUSSELS AIRLINES FOR 6 YEARSMARKETING / CUSTOMER SERVICE / COMMUNICATION@CLAU_TLUK

MAGRITTE

AIRPORT

CHALLENGESSYMPATHY AND CARE

FIRST PRIORITY : WOUNDED COLLEAGUES & PASSENGERSSTRANDED PASSENGERS

OPERATIONS25.000 GUESTS/DAY — EASTER WEEKENDMOVE TO ANTWERP/LIÈGE/ZURICH/FRANKFURT

RECOVERYAIRPORT REOPENINGPOLITICAL LOBBYMEDIA RELATIONS

OUR COMMUNICATION

CRISIS CHECKLISTFIRST MESSAGES TO THE OUTSIDE WORLD (URGENCY)

SOCIAL MEDIAPRESSCEO COMMUNICATION

INTERNAL COMMUNICATIONCUSTOMER COMMUNICATION

WEBSITESOCIAL MEDIASERVICE CENTER

FIRST CRISIS RESPONSE

OUR COMMUNICATION

TRANSPARENCY

FAMILY FEELING

POSITIVITY

SOCIAL MEDIA BEFORE 22/3

1 PERSON FOR MARKETING & COMMUNICATION

2 AGENTS FOR CUSTOMER SERVICE

200-300 DAILY INCOMING MESSAGES

SOCIAL MEDIA CRISIS TEAM

SCALED UP TO A TEAM OF 45

2 TEAMS IN ENGAGOR

COLLEAGUES WITH SPECIFIC TASKS

POSITIVE SPIRIT

ENGAGOR DASHBOARD TO KEEP UP THE SPIRIT

AMOUNT OF QUESTIONS ANSWERED

UNIQUE USERS HELPED

COMPLIMENTS

COMPLIMENTS@manjilpsaikiaThank you very much. I understand the situation. I am very impressedby your social media response and wish everything settles back to normal.

@jeanvanwetter@FlyingBrussels well done to all of you, you do a great job in difficultcircumstances.

Anne MarklundI understand you have enormous amounts of mails coming in but I have to tell you how EXTREMELY impressed I am of you all at Brussels Airlines. Thanks once again!

Agatha VdpThanks so much Wendy! Fabulous! I’ve got my ticket- great job to all the Brussels Airlines team!

@boeleke_op_reisBe proud @FlyingBrussels! Cannot have been easy. Everybody was so friendly and patient. Thumps up!

THE NUMBERS

QUESTIONS AVAILABLE COMPLIMENTS

BACK TO BUSINESS

DOWNSCALE AFTER FULL RETURN TO BRUSSELS

BACK TO NORMAL COMMUNICATION

DIFFERENT VIEW

MANAGEMENT HELPED ON SOCIAL

MEDIA

SEEING IS BELIEVING

SOCIAL MEDIA ROOM

HOLISTIC APPROACH

THROUGHOUT THE CUSTOMER JOURNEY

INVOLVE ALL DEPARTMENTS

CENTRAL SOCIAL MEDIA KNOWLEDGE HUB

NEW CRISIS PROCESS

ALWAYS READY

MORE FOCUS ON CUSTOMER EXPERIENCE AND SOCIAL

JUMPSEAT PROGRAMME

CRISIS TIPS

CHECKLISTGREY PROFILE PICTURE AND COVER PICTURE

CHECK LATEST POSTS

STOP ADS

STATEMENT TEMPLATES

CRISIS TIPS

ENGAGOR AND SOCIAL MEDIA MINI COURSETONE OF VOICE (INFORMAL / NAME / EMPATHY)

SOCIAL MEDIA RISKS

TWITTER 101 (HANDLES / HASHTAGS / LINKS)

HOW TO RECOGNISE A POSSIBLE PR FIRE

ENGAGOR FUNCTIONALITIES

FAQ’S

CRISIS TIPS

TEAM SET UP

TOOL SET UP

CRISIS EXCERCISE

BENCHMARK OTHERS

THANKS FOR LISTENING

ANY QUESTIONS?

Claudia Tluk, Social Media Manager