iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Social Media / Crisis Management

Context: Speed-Conversations-Tools-Transparency Framework: Prep-Maintain-Action

Services & Rates

Social Media Crises are on the Rise

Source  :  Al+meter  Consul+ng  :  How  Social  Businesses  Prepare  

Social Media Crises

• Social Media Crises arise from a number of different social channels •  Crises occur in every major industry from manufacturing to Retail to Celebrity

Source  :  Al+meter  Consul+ng  :  How  Social  Businesses  Prepare  

Why Social Media Crises Occur

• More than one cause may apply •  A Crisis may be 3 levels:

•  Negative publicity •  Negative publicity + forced changes •  Direct financial impact

Anatomy of a Social Media Crisis

Could they be averted? Reasons for internal Failure

Context: Speed

Ø Social channels enable information to travel exceptionally FAST

Ø Hence the need for monitoring, efficient mobilisation, and an experienced team

Context: Conversations

Ø  The SOCIAL web is not only for broadcasting

Ø Engaging in conversations will help build trust and reach that can later be leveraged to manage crisis

Context: Tools

Ø Everybody has access to the same tools (including those creating miss-information and exposing you)

Ø  Taking into account, and/or leveraging the right tools is key

Context: Transparency

Ø  Today’s public value and expect Transparency

Ø  The Public are extremely well informed and ready to expose and harm liars

How to Prepare

* Altimeter define the social business hierarchy as a model of preparation to both avoid as well as deal with social media crises

Framework : Preparation

Ø  1 : Preparation (foundation –  Team for crisis (complete, trained and experienced) –  Channels (established, linked, with process to adapt content) –  SEO (make sure our website and other channels are first) –  Influencers (identify them, create and maintain relationship) –  Employees (ensuring communications with all staff is ready) –  Monitoring (monitoring brand and other keywords globally) –  Strategy (define social media strategy for crisis) –  Policies are in place and understood

–  Run simulations

Framework : Maintain

Ø  2: Maintain –  Team stays on top of processes and tools –  All social channels live, including internal (employees) –  Keep influencers relationships active.. –  .. & identify/engage new ones –  Run & refine monitoring constantly – always on. –  Comms to always create “channels ready” content –  Review and maintain SEO –  Refine strategy with experience and new learnings

–  Basically maintain and pursue everything done in phase 1

Framework : Action

Ø  3: Action –  Fully mobilize crisis management team –  Execute crisis management strategy –  Use all channels –  Be quick and authentic –  Leverage influencers –  Intensify and adapt monitoring

–  Like in phases 1 & 2, iGo2 consultants provide support and advice, and can mobilize more ad-hoc resources

Services & Rates

Ø Retainer –  Monthly cost: $2000-$8000

•  Depending on SLA –  Response time –  Technologies –  Dedicated/shared –  Team size

Ø Services / all phases –  Daily rates

•  Consultants: $1500 •  Certified Strategist: $2500

iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Thank  you  !  

Ø www.igo2group.com  Ø  contact@igo2group.com