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Online Issues Management
Training
September 27th 2012
2 ©Merchant Marketing Group – 2012. All rights reserved.
3 ©Merchant Marketing Group – 2012. All rights reserved.
4 ©Merchant Marketing Group – 2012. All rights reserved.
The Internet has changed how we respond to issues• In the era of social media, a crisis can start
anywhere and can quickly spread everywhere
• Potential risk factors: negative media coverage, influenceonstockprices,breachofcompanyconfidentiality,customercomplains,etc
• All of these issues will live forever online in search engines
• We only have one reputation online – it is not segmented by country or business unit
• Liketraditionalmedia,onlineinfluencersbecometrustedsourcesandcandrivesignificantattention to an issue quickly
5 ©Merchant Marketing Group – 2012. All rights reserved.
People now expect access to information as it happens…15:26 Incident occurs
15:36 10 minutes later, a passenger on the rescue ferry tweets from his iPhone the first known photo of the incident. 34 minutes later, MSNBC interviews him as a witness
15:36 Airliners.net posts its first thread on the incident
15:41 FlyerTalk.com posts its thread on the incident
15:46 Airline Pilots Central Forum posts its thread on the incident
15:49 WSJ Blog posts its first story. ‘US Airways plan Crashes in New York’s Hudson River’
15:52 A WSJ e-mail alert is issued to subscribers
16:00 Story appears on Google News
16:03 AP story begins to appear on blogs and websites
16:04 First person to tweet the story is interviewed on MSNBC as witness
16:12 US Airways issues first statement
16:15 9 of the 10 most discussed topics on Twitter are about the incident
16:30 @southwestair (southwest’s twitter profile posts the following message: Our friends @USAir and their customers are in our thoughts this afternoon
16:34 Someone tweets that wikipedia has an entry on the crash before any info is available on usairways.com
16:40 Twitterers are anticipating the US Airways Press Conference
16:49 US Airways issues second statement
16:56 Someone creates a Twitter profile titled @Hudsoncrash to share news
16:59 @skytalk (the star-telegram twitter profile) tweets the link to he flight log
17:00 USAirways creates its first Twitter account (@USAirways)
17:20 People begin following the newly created US Airways Twitter account
6 ©Merchant Marketing Group – 2012. All rights reserved.
Your client faces a number of potential online issues…
Staff or executive misconduct
Allegations of fraud, plagiarism
Comments made by staff in their
private time if they are associated with the brand
Internal emails are leaked
Staff strikes
Accidents or major
crisis events
Controversy regarding ad revenue or product placement
Budget cuts and funding decisions become a focus
Celebrity involvement
Accusations of bias or inappropriate
standards of care (healthcare)
7 ©Merchant Marketing Group – 2012. All rights reserved.
Ignoring online conversations can create a crisis
8 ©Merchant Marketing Group – 2012. All rights reserved.
Well-known case studiesSony
9 ©Merchant Marketing Group – 2012. All rights reserved.
Well-known case studiesBP
10 ©Merchant Marketing Group – 2012. All rights reserved.
Well-known case studiesToyota
11 ©Merchant Marketing Group – 2012. All rights reserved.
New pillars of online Reputation ManagementCrisis Communications Model
OLD NEW24-hour news 24-second news
New Guidelines for Online Issues
1. Acknowledge issues as quickly as possible
2. Keep statements simple and transparent
3. Respond in-channel and go straight to the source
4. Empower your team
5. Make materials sharable
12 ©Merchant Marketing Group – 2012. All rights reserved.
The environment may have changed……But some rules are timeless
• Acknowledge issues as quickly as possible
• Keep statements simple and transparent
• Respond in-channel and go straight to the source
• Empower your team
• Make materials sharable
13 ©Merchant Marketing Group – 2012. All rights reserved.
What can Merchant do?
14 ©Merchant Marketing Group – 2012. All rights reserved.
1. Convince
2. Answer questions
3. Plan
4. Monitor
5. Assist
5 Stages
15 ©Merchant Marketing Group – 2012. All rights reserved.
1. Convince
16 ©Merchant Marketing Group – 2012. All rights reserved.
2. Answer questions
Who should respond?
?What
tone do we use to respond?
When should they respond?
What platforms should they
use to respond?
Do we ignore traditional
press?
?Should our
employees use their own social media platforms to
post statements?
?
When do we respond?
17 ©Merchant Marketing Group – 2012. All rights reserved.
3. Plan
Preparation Activating the process Taking action
There are three phases of developing and implementing an issue response process.
18 ©Merchant Marketing Group – 2012. All rights reserved.Preparation
Landscaping Audit
• Teach the basics of social sphere
• Develop a list of issues and keywords
• Take ownership of brand names in social spheres
• Determine roles and responsibilities from team/agency
• Prepare for barriers
• Decide upon employee guidelines
• Decide an information online hub
19 ©Merchant Marketing Group – 2012. All rights reserved.Activating the process
Have in place:
• Your chosen alert system
• Own brand names across all wanted social platforms
• Online information hub ready to go live with updates
• Plan for monitoring with in-house and/or agency
20 ©Merchant Marketing Group – 2012. All rights reserved.
• Determine the severity level
• Follow the company response protocol
• Increase the monitoring of the brand/product
• Correct misinformation online
• Update anddrivetraffictotheonlineinformationhub
• Engage onlineinfluencers
• Continue to monitor and stay involved
Taking Action
21 ©Merchant Marketing Group – 2012. All rights reserved.
What others do wrong
Companies that experienced Social Media crises lacked the following internal requirements (2001-2011)
0 5 10 15 20
Internal Education
Professional Staff
Triage Plan
Employee Policy
Influencer Identification
Moderation
Community Guidelines
20
13
11
11
6
5
4
Source: Altimeter Group (August 2011)
22 ©Merchant Marketing Group – 2012. All rights reserved.
Practice makes perfect
23 ©Merchant Marketing Group – 2012. All rights reserved.
THANK YOU[ ]Jessica North @JessicaNorthPR @mmgroup