1. Crisis Management David Gracia

2. Crisis Management The new Rules of PR and Communication Monitoring the buzz about your brand in social media Building a Crisis Management Plan The Role of the Community Manager Communication in Search Engines: SEO Communication in Search Engines: SEM Social Media Marketing Crisis Management in Social Media Digital Communication Strategy Online User Experience F-Commerce: From Likes to Buys Mobile Marketing and Communication Course Introduction Reputational Risk Management in Social Media

3. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

4. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

5. The Streissand Effect In 2003 Barbara Streissand suit a photographer for taking a photo of her mansion.. As part of a 12.000-photo project to show the erosion of the west cost of USA The photo was viewed more than 400.000 times that month and published in newspapers and TV shows

6. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

7. Dell Hell Learnings It’s key to monitor the buzz about your brand and to identify opinion leaders When you deal with one customer you deal with all customers Mass media and social media are connected and they reinforce each other

8. Brand buzz monitoring A E C D B

9. Brand sentiment

10. Trending topics

11. Conversation forums

12. Identification of opinion leaders

13. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

14. Dirty Dirty Domino’s Pizza In Apr 2009, 2 Domino's Pizza employees posted a video on YT of them doing disgusting things to customers' food Later, the two workers were fired and the company issued an apology (also on YouTube). YouTube Top 3 results for the keyword “Dominos Pizza” in Google or YouTube are about this video

15. Dominos Pizza Learnings Authentic video response of the CEOvideo No content generation on YouTube strategy; this video is still #1 result when someone types the brand on YT Go where the conversation is: not more media (don’t over- react) and nor less media

16. Tiger Woods: Walk on Water In 2008 a user uploaded to YouTube a video of a glitch of the game Tiger Woods 08 with 1.100.000+ viewsvideo In the game one could see Tiger Woods standing on the top of a lake and driving the ball into the hole The company responded with another video showing that this was “actually true” using sense of humor: 6M views

17. Tiger Woods: Walk on Water Second position when searching “Tiger Woods” in YouTube Turn a potential problem into a branding opportunity by joining the conversation with sense of humor Amplify the buzz about your brand and promote EA SPORTS YouTube Channel with other games

18. Bing supporting Japan on Twitter This is an example of a seemingly novel social media donation campaign can go wrong Comedian Michael Ian Black with more than 1.6 million followers responded to the campaign with this tweet The company stopped the campaign and apologize but people continued talking not to kindly about Microsoft

20. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

21. Rats in Taco Bell In February 2007 someone records a video of several rats in a KFC/Taco Bell franchise in Manhatan The video is posted to YouTube an appears in all the morning TV talk shows The video gets millions of views and it’s still today in #1 result page on YouTube for the brand search keyword

22. Rats in Taco Bell Learnings Negative news tend to get more diffusion than positive ones It’s important to react quickly, apologize and in the same media the content has spread They have launched several campaigns on YouTube so that the bad news get diluted

23. United Breaks Guitars In 2008 Dave Carroll was travelling with United Airlines when a baggage handler breaks his $ 3.500 guitar Over the following months he complains to United representatives but decline any compensation He records a video song and informs the United rep but get the usual response. The video has more 10 M views

24. United Breaks Guitars Learnings The company did nothing during 9 months when Dave was struggling with customer support team of the company Once the song became famous, Dave was invited to popular TV talk shows, amplifying the brand damage The song was very sticky and it comes top of mind whenever the brand name is mentioned

25. Comcast Tech sleeping on my coach In 2008 a Comcast technician goes to clients home in Washington DC to fix a problem in cable TV The technician falls sleep and the client records a video of this guy snoozing comfortable on his couch He posts the video on YouTube with humorous text slides in Comcast’s signature font

26. Comcast Learnings The video was edited with music to include Eels’ song I need some sleep There are also some slides written in the corporate brand typography It’s #1 result in YouTube for the query “Comcast”

27. Agenda 1 Brain Teaser 2 BEFORE a crisis happens 3 WHILE a crisis is happening 4 AFTER the crisis is over 5 Wrap Up

28. Crisis Management Get early warnings Identify influencers Own front page Earned media Social & mass media No censorship Go wh conversation is Don’t feed the troll Be sensitive Use humor Buzz monitoring Brand sentiment Trending topics Conversation forums Opinion leaders whyhowmetrics

29. Get early warnings In a social web where people are highly connected a rumor might be spread very quickly To manage a crisis in social media it is critical to respond very quickly In order to get early warning companies need dedicated resources: people and buzz analytics tools

30. Identify your influencers From the Dell Hell case we learn that when you deal with one customer you deal with all customers A conversation starts one-to- on, then goes one-to-many and finally many-to-many Remember: a small number of people (mavens) drive most of the conversation about your brand

31. Own your front page Google shows user-generated comments in the search result pages if you have a share of voice for your brand keywords, bad comments will get diluted You cannot control the conversation but you should have a voice

32. Importance of the earned media Own Media. Online properties of the company: website, micro-sites, FB page, twitter profile, YT channel… Paid Media. Placements you pay for: sponsored links, promoted videos, banners, displays, TV spot, magazine Earned Media. user- generated comments about your brand: twitts, blog posts, facebook likes…

33. From social media to mass media In Dell Hell or Taco Bell we learn that social media and mass media are connected Something starts as a rumor in social media, gets bigger and jumps to mass media One its in the mass media not only reaches a larger audience but also reinforces the conversation in SM

34. Crisis Management Get early warnings Identify influencers Own front page Earned media Social & mass media No censorship Go wh conversation is Don’t feed the troll Be sensitive Use humor Buzz monitoring Brand sentiment Trending topics Conversation forums Opinion leaders whyhowmetrics

35. Censorship does not work In 2003 Barbara Streissand suit a photographer for taking a photo of her mansion.. As part of a 12.000-photo project to show the erosion of the west cost of USA The photo was viewed more than 400.000 times that month and published in newspapers and TV shows

36. Go where the conversation is In 2010 Greenpeace accused Nestle of using a certain oil for the production of Kit Kat The extraction of that oil was causing a deforestation in Indonesia and the extinction of the orangutan Instead of going to the social media Nestle tried to derive the conversation to its website without comments

37. Don’t feed the troll

38. Be sensitive with tragedies This is an example of a seemingly novel social media donation campaign can go wrong Comedian Michael lan Black with more than 1.6 million followers responded to the campaign with this tweet The company stopped the campaign and apologize but people continued talking not to kindly about Microsoft

39. Use humor when appropriate In 2008 a user uploaded to youtube a video of a glitch of the game Tiger Woods 08 In the game one could see Tiger standing on the top of a lake and driving the ball into the hole The company responded with another video showing that this was actually true in real life, using sense of humor

40. Crisis Management Get early warnings Identify influencers Own front page Earned media Social & mass media No censorship Go wh conversation is Don’t feed the troll Be sensitive Use humor Buzz monitoring Brand sentiment Trending topics Conversation forums Opinion leaders whyhowmetrics

41. Brand buzz monitoring A E C D B

42. Brand sentiment

43. Trending topics

44. Conversation forums

45. Identification of opinion leaders

46. Google Analytics Google Adwords Google Adsense Google Places Facebook Insights Facebook Places Youtube Insights Twitter Search Hootsuite Tweet Scan Tweet Stats Tweetertise Website Optimizer Quantcast Digital Marketing Toolkit

47. Crisis Management Get early warnings Identify influencers Own front page Earned media Social & mass media No censorship Go wh conversation is Don’t feed the troll Be sensitive Use humor Buzz monitoring Brand sentiment Trending topics Conversation forums Opinion leaders whyhowmetrics