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In this webinar, Kara Clark, Account Manager for the SDL Social Intelligence Division, guides you through 3 common crisis managment traps and examples of brands that have fallen into them. Most importantly, she provides best practices for how to prevent them from happening to your brand.
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SDL Proprietary and Confidential SDL Proprietary and Confidential
Brand Crisis Webinar
Kara Clark – Account Manager
Hash tag #sicrisismanagement
TRAP 1: AMERICAN APPAREL EXAMPLE
“I don’t think our marketing guys made a
mistake…I’m sleeping well at night knowing this is
not a serious matter”
“Of course we never mean to offend anyone
and if we made a mistake here, it came from the
good place of trying to keep the machine
going—for the sake of our employees and
stakeholders.”
“Our staff are safe and our stores are back on
track in NY. Come visit us in Williamsburg,
Carroll Gardens & Columbus Circle. Open until
9pm.”
The CEO tries to invalidate
customer’s concerns…
Then a PR rep tries to
explain, but still doesn’t
apologize…
And no response on
Twitter or Facebook
from the brand until…
AVOID THE TRAP BY…
• Meet with your legal team and executive team BEFORE a crisis hits to
decide how to properly apologize during various types of crisis (recall,
employee issues, natural disaster, service disruption, marketing blunder,
etc.) without taking direct blame or liability for the crisis.
• Hold focus groups with customers and get their opinion on these
“approved apologies” - do they resonate? Do they feel sincere?
This will ensure that the company can make a…
Timely and sincere apology that specifically
speaks to customer’s concerns and validates
their emotions
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TRAP 2: NOVARTIS EXAMPLE
“I want to know why they were
gone so long. It had to be
something major. I want
answers before I will buy
again.”
“Why doesn't Excedrin do us
all the big favor and take the
extra step and tell us where
they are being shipped. This is
almost as bad as going on a
snipe hunt. Excedrin you get
an F for the handling of this
ordeal.”
AVOID THE TRAP BY…
• Having a vendor lined up BEFORE a crisis hits to monitor social media
chatter during the crisis. They can determine what specific concerns and
questions customers have, so they can speak to them directly. Set up an
FAQ page that directly answers the prominent concerns and questions
from the online buzz.
• Utilize social media to disseminate frequent and detailed updates that
specifically explain what steps are being taken and the timeline of
implementation – OR explain clearly why you can’t give that information
out at that time.
This will ensure that….
Customers feel well informed and don’t feel
the need to “fill in the blanks” themselves.
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TRAP 3: CHAPSTICK EXAMPLE
“I would encourage you to take
Chapstick up on their bold-print offer to
“Be Heard at Facebook.com/chapstick”
except I’ve tried that: they delete any
comments even remotely questioning
or critical.”
“One of the biggest mistakes a
company can make on social media
is censorship. If somebody posts a
negative comment on your
company's wall, don't delete it,
engage them and find out why.
AVOID THE TRAP BY…
• Use your customer’s comments and concerns during a crisis to help mold the right crisis response and understand concerns – they are sharing their feelings and opinions and ideas with you FOR FREE, so use them!
• Don’t, don’t, don’t delete comments unless they are vulgar or they go against your page’s code of conduct
• Assign someone to monitor and respond to ALL messages, tweets, and comments during a crisis to show that your brand is listening and actively solving the problem
This will help the brand…
Turn a crisis, into an opportunity to expand and deepen relationships with the most loyal
(and vocal) fans.
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