1. Social Media Crisis Management
SESSION 3
SITEL Social Media Communication Workshop
Summer 2013

2. SESSION 3 OBJECTIVES Understand and know how to: Identify Avoid Handle
… social media crises.

3. SESSION PROCEDURE Mini-sessions (~20 min) Ideas & Information
Example Case
Assignment
Takeaway(s)

4. LET’S START!

5. FUN: THE SAMSUNG KANGAROO CASE

6. WIN/FAIL: NO-DADDY CRISIS

7. FAIL: FEDEX DELIVERY GUY

8. WHAT IS A SOCIAL MEDIA CRISIS?

9. CRISIS DEFINITION
An information and interaction snowball which can cause serious damage to the organization’s products/services, finances and/or image (brand) if is not handled well.

11. HP RASIST CAMERA Remain calm Don't go on the defensive Don't attack
Be human

12. ASSIGNMENT: Name one crisis situation from your practice and share your approach.

13. TAKEAWAY: Every crisis has a trigger.

14. TYPES OF CRISES

15. TYPOLOGY OF SOCIAL MEDIA CRISES

16. CAT-FIGHT ONLINE

17. ASSIGNMENT: Give us an example for a disastrous situation in your community.

18. TAKEAWAY: Identify the situation before taking action.

19. CRISIS STAGES

20. CRISIS STAGES
ZONE OF CONTROL

21. JC PENNEY HANDLED THEIR HITLER TEAPOT

22. ASSIGNMENT: “I am pissed off. This guy is a pure idiot
ASSIGNMENT: “I am pissed off! This guy is a pure idiot!” (public tweet instead of personal message)

23. TAKEAWAY: The crisis is a process.

24. HOW TO PREPARE FOR SOCIAL MEDIA CRISIS?

25. HAVE A PLAN

26. HAVE A TEAM WITH CLEAR RESPONSIBILITIES

27. WIN: KITCHENAID OBAMA TWEET

28. ASSIGNMENT: A blog post by a Nokia user with well supported criticism, but too negative and general (offensive to Nokia) conclusions.

29. TAKEAWAY: Have a plan.

30. SOCIAL MEDIA CRISIS HANDLING PROCEDURE

32. FAIL: TACO BELL’S FOOD LICKING

33. ASSIGNMENT: Nokia Twitter account has been hacked and is now full with abusive and negative tweets.

34. TAKEAWAY: Keep calm and follow the procedure.

35. SPECIAL HOMEWORK: GENERATE THREE IDEAS FOR IMPROVEMENTS OF YOUR COMMUNITY IN ORDER TO BE ESCALATED AND APROVED FOR IMPLEMENTATION.

37. BEST PRACTICES

38. BE GOOD AND USE THESE
Admit fault. Don’t be afraid to say, “I’m sorry.”
Build your community before you need it.
Learn as much as you can about the customer when you reach out to respond.
Know who all the players are in your company who will be involved in a crisis.
Your messaging needs to be consistent across all channels, online and off.
Have a plan. Be proactive rather than reactive. Keep your plan up-to-date.
Have a social media policy that maintains consistency of voice and message across your outlets.
Listen to what your customers are saying. Use a social media monitoring platform to aggregate their comments.

39. FAIL: NESTLE’S LOGO CASE

40. ASSIGNMENT: Mass issue with a given Nokia model widely covered in Twitter by angry users.

41. TAKEAWAY: Best practices are “best” for a reason.

43. WORST PRACTICES

44. USE ON YOUR OWN RISK Don’t react at all.
Delete all negative posts/comments immediately.
Ban all users who criticize you.
Never apologize, but always throw official statements.
Don’t be flexible.
Fight back. Be mean and merciless.
Lie easily.
Use fake posts / users / comments.

45. FAIL: BRITISH PETROLEUM

46. ASSIGNMENT: Ex-Nokia employee posts pro-actively negative comments all over the forum, Twitter and Facebook.

47. TAKEAWAY: Learn from others’ experience – it is less painful.

49. CRITICISM & CONFLICT RESOLUTION

50. 1. Ask questions Conflict can arise due to poor communication -- someone didn't say what they meant to say or perhaps misstated what was intended. Before you allow an escalation, ask questions. It won't cause any loss of face, and may result in a quick resolution.

51. 2. Analyze expectations Often, conflicts develop as a result of unmet expectations on one side. If the other party -- expected something they didn't get or something that didn't happen, the whole conversation can become negative and closed. If a conversation seems to be getting rocky, take a step back and review together with the other person to try to uncover what just occurred.

52. 3. Recognize differing perspectives Keep in mind that conflict may arise due to people having different perceptions. You, or the other person, saw things differently. This happens most frequently when one is dealing with someone from another organization, background, or culture. It's easy to believe that we all see things the same way and then get derailed unexpectedly.

53. 4. Identify mistakes Honest and unintended mistakes frequently result in conflict. Before you let temperatures rise, do a reality check of your understanding with the other person(s). Mistakes, even small ones, can erode one's credibility -- someone made a mistake.

54. 5. Watch out for emotional triggers Beware of emotions
5. Watch out for emotional triggers Beware of emotions. Fear of someone or somebody, loss of face, whether real or perceived, anger, and surprisingly even excitement can all result in unintended conflict, which may cause your interaction to go downhill.

55. 6. Focus on preventing escalation Conflict resolutions always start with one or both parties making an honest attempt at avoiding further escalation. This recognition, even if only by one of those involved, often causes a more objective review to occur.

56. 7. Take action to control the situation Escalation-avoidance tactics may involve one of more key steps including separating the parties, changing the location of the discussion, signaling empathy to the other involved.

57. 8. Commit to working it out Take charge of the process by committing to reach a resolution. A powerful impact occurs when one person makes this statement. It can turn down the temperature immediately.

58. 9. De-escalate the conflict De-escalation is next: This can be accomplished with a joint statement of the facts at hand, always eliminating exaggerations, embellishments or personalities, which may inadvertently apply judgments and re-created the cycle of escalation.

59. 10. Stay calm Cooler heads prevail in even the most difficult conflicts. Whether you're in a business or personal situation, you can take control of it by keeping cool. And when you're maintaining your calm, it will be easier for others involved to get back to the task at hand.

60. POSITIVE TO NEGATIVE? (IDEAS)
Keep calm and listen
Identify the problem and its reason
Identify points of proximity and show empathy
Calibrate, build rapport and sync “pages”
Take the initiative
Reach the win-win point

61. RESPONSE DECISION MAP

62. MARMITE - CRITISISM HANDLING MASTERS

63. ASSIGNMENT: You have just twitted a classified corporate information by mistake. (Hidden issues of the new Nokia model.)

64. TAKEAWAY: Criticism is not necessarily bad.

66. PRAISE

67. THE PRAISE AS A PHENOMENON
Used your products / services
Liked them
Found a communication channel / medium
Described his/her experience and opinion
Doesn’t want compensation
IMAGINE SOMEBODY WHO…

68. THIS IS A MIRACLE!

69. TO TAKE ADVANTAGE OR NOT TO TAKE ADVANTAGE?

70. BUT HOW?

71. HOW TO USE PRAISE? Deepen the relationship (a new brand fan?)
Make it visible (share; start a discussion)
Multiply it (repeat the action that caused it)

72. SPECIAL HOMEWORK: COME UP WITH ONE IDEA FOR A CREATIVE WAY TO SPREAD PRAISE.

73. FAIL: DOMINOS PIZZA "EXTRA TOPPINGS"

74. ASSIGNMENT: Find a creative way to share a praise from a user.

75. TAKEAWAY: Spread praise.

76. THE HOMEWORK

77. THE HOMEWORK Find one crisis case in your community.
Analyze how it is managed.
Propose a three step strategy for better handling.

78. FASTEST AND BEST “HOME-WORKERS” WIN…

82. Thank You!

83. BONUS SLIDES
Supplemental Materials

84. HATERS

85. HOW TO DEAL WITH THEM?

86. REMEMBER THE 33/33/33 RULE

87. MAKE A PAUSE

88. DON’T TAKE IT PERSONALLY

89. DON'T EVER LET THEM SEE YOU SWEAT

90. DON’T FIGHT WITH PIGS, BECAUSE OTHERS WON’T BE ABLE TO SEE THE DIFFERENCE

91. ASSIGNMENT: A video shows children working in Nokia factories – gone viral on YouTube and Twitter.

92. TAKEAWAY: Haters gonna hate…

93. HUMOR

94. THE HUMOUR RULES Don’t make fun of others.
Don’t overdo it, your brand is not a clown.
Test it with small audience first.
Be positive.
Use pictures and video.

95. ASSIGNMENT: Find/think-of a fun (and appropriate to share) fact about Nokia.

96. TAKEAWAY: Humor is an art.