nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Great #Fails in Social Media and What You Can Do to Protect Your Brand in the Event of a Crisis

Crisis Management in Social Media Marketing

Conversation Reminder

@NickWestergaard

#UIMKTG

Social Media Crisis Management

‣ The Truth About Social Mistakes

‣ The Root Causes of a Social Media Crisis

‣ How to Be a First Responder

‣ A Tale of Two Airlines

‣ Finally (For Fun)

1

The Truth About Social Media Mistakes

The Truth About Social Mistakes

‣ They Happen — More Than You Think

‣ More Opportunities (Real-Time, Multi-Directional) = More Risk

‣ Nature of the Beast — The Audience (Community!) Can Talk Back

Can’t Fear the Negative

Leadership Fears the Angry Mob

Photo via Flickr user Robert Couse-Baker

Beware #Fail Culture

Photo via Flickr user apdk

2

The Root Causes of Social Media Crisis

JP Morgan: Misguided Strategy

FOR THE NEXT 6 HRS!

Photo via Flickr user Gauravonomics

Nestle: Fighting with Community

Chrysler: Employee Error

Motrin: Not Listening

Ragu: Insensitive Messaging

Pepsi Maxx: Insensitive Messaging

ANTI-PEPSI FB 100 LIKES

LIKES IN A DAY

Luton Airport: Insensitive Messaging

Home Depot: Just Plain Racist

Celeb Boutique: Missing the News

Epicurious: Solemn Events

Bottom Line …

Photo via Flickr user KOMUnews

800-Flowers: Insufficient Staffing

Shutterfly: Wrong Message

Shutterfly’s Response

3

How to Be a First Responder

Build a Fire Extinguisher

Photo via Flickr user Adikos

Have a Process for Sounding the Alarm

Photo via Flickr user schuminweb

Who to Involve

Prepare Your Response

‣ Speed Matters — Every Second It Gets Worse

‣ Time to Be Transparent — Are You Ready?

‣ Do You Have Protocols for What Happens Next? (After Your Response)

K-Mart Response: More Layers Needed

TWEETED THIS RESPONSE

100x

Goes a Long Way

Photo via Flickr user butupa

We Are a Forgiving Culture

Photo via Flickr user Keith Allison

Create Additional Life Preservers

‣ Create a Central Hub Online for Your Crisis Center

‣ Website — Either Blog or Microsite

‣ Detailed FAQ

‣ Provide Avenues for Contacting Someone

‣ Train Staff on How to Respond Appropriately (Talking

Points)

When Conversations Go Bad

‣ Acknowledge Their Right to Be Upset

‣ Apologize!

‣ Assert Clarity in Your Policy (if needed)

‣ Assess What Will Help Them

‣ Act!

‣ Abdicate because ...

Source: No BS Social Media, Falls & Deckers

You Can’t Feed the Trolls

Photo via Flickr eirlkso

Work with HR & Legal on Policy

Photo via Flickr user eflon

Policy Tip — Add Phrase:

“Online & Offline ...”

HMV: Need Social Policies

Not Answering the “Social Phone” Is a Fail Too

Photo via Flickr user nate steiner

Practice Your Plan!

4

A Tale of Two Airlines

United

Taylor Guitars Responds

Damage Was Done

Photo via Flickr user Roadside Guitars

Classic Example

Photo via Flickr user saaby

Apology + Promise

Photo via Flickr user monkeyatlarge

6

Finally (For Fun)

A Tale of Two Hacks

Photo via Flickr user dno1967b

Fake Hack!

Photo via Flickr user Atomic Taco

More Recently ...

Source: Washington Post

Kanye vs. Zappos

Photo via Flickr user DrabikPany

“I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he SELLS ALL THIS S--T PRODUCT to everybody, his whole thing is based off of SELLING SH--T PRODUCT.”

Zappos Responds with Humor

The Spoils of Good Humor

Final Thoughts

‣ Remember: Everyone’s a Marketer Now — We Have to Be Ready to Respond

‣ Time & Transparency Matter

‣ It’s the Golden Rule Stuff

‣ Deep Breaths — People Forgive

‣ Trust

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard