Crisis ManagementDavid Gracia

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

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Cris

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Digital Communication

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Online User ExperienceF-

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Course Introduction

Reputational Risk Management in Social Media

Agenda

1 Brain Teaser

2 BEFORE a crisis happens

3 WHILE a crisis is happening

4 AFTER the crisis is over

5 Wrap Up

Agenda

1 Brain Teaser

2 BEFORE a crisis happens

3 WHILE a crisis is happening

4 AFTER the crisis is over

5 Wrap Up

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

Agenda

1 Brain Teaser

2 BEFORE a crisis happens

3 WHILE a crisis is happening

4 AFTER the crisis is over

5 Wrap Up

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

Brand buzz monitoring

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BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online

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Brand sentiment

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BBVA Santander La Caixa Caja Madrid ING DirectPositivo Negativo Mixto Inseguro NeutroFuente: Nielsen Online

Trending topics

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Plan de pensiones

Fondo de Inversión

Préstamo

Tarjeta de Débito

Seguros

Tarjeta Virtual

Tarjeta de Crédito

Tarjeta Prepago

Cuenta Corriente

Hipoteca

Depósito

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BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online

Conversation forums

gsmspain

inverforo

rankia

servicios.invertia

invertirenbolsaofertasbancariasurbanity

euribor

elotrolado

foros.expansion

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AutoresFuente:Nielsen Online

Identification of opinion leaders

Agenda

1 Brain Teaser

2 BEFORE a crisis happens

3 WHILE a crisis is happening

4 AFTER the crisis is over

5 Wrap Up

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).

• Top 3 results for the keyword “Dominos Pizza” in Google or YouTube are about this video

Dominos Pizza Learnings

• Authentic video response of the CEO

• 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

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+ views

• 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

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

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

Agenda

1 Brain Teaser

2 BEFORE a crisis happens

3 WHILE a crisis is happening

4 AFTER the crisis is over

5 Wrap Up

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

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

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

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

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

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”

Agenda

1 Brain Teaser

2 BEFORE a crisis happens

3 WHILE a crisis is happening

4 AFTER the crisis is over

5 Wrap Up

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

why how metrics

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

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

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

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…

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

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

why how metrics

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

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

Don’t feed the troll

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

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

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

why how metrics

Brand buzz monitoring

0,00%

0,05%

0,10%

0,15%

0,20%

0,25%

% d

e B

uzz

To

tal

BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online

A

E

C

D

B

Brand sentiment

6%16% 12% 16%

7%15% 11% 12%

18%24%

32%22%

21% 16% 34%23%

13%

24%22%

18%

1% 5%

2% 5%

8%7%

5%

3%

6% 4%6%

6%

5%6%

12%14%

12%

6%

9% 12%

55% 51%60% 57%

39% 41%

59%55%

45% 42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2

BBVA Santander La Caixa Caja Madrid ING DirectPositivo Negativo Mixto Inseguro NeutroFuente: Nielsen Online

Trending topics

0% 5% 10% 15% 20% 25%

Plan de pensiones

Fondo de Inversión

Préstamo

Tarjeta de Débito

Seguros

Tarjeta Virtual

Tarjeta de Crédito

Tarjeta Prepago

Cuenta Corriente

Hipoteca

Depósito

1%

2%

3%

2%

6%

19%

3%

15%

2%

3%

5%

3%

7%

23%

7%

2%

3%

2%

5%

17%

5%

20%

7%

7%

10%

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2%

1%

1%

2%

1%

3%

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24%

3%

4%

4%

2%

5%

2%

5%

7%

10%

21%

BBVA Santander La Caixa Caja Madrid ING DirectFuente: Nielsen Online

Conversation forums

gsmspain

inverforo

rankia

servicios.invertia

invertirenbolsaofertasbancariasurbanity

euribor

elotrolado

foros.expansion

0

200

400

600

800

1000

0 50 100 150 200 250 300 350 400 450 500

Us

ua

rio

s Ú

nic

os

(00

0)

AutoresFuente:Nielsen Online

Identification of opinion leaders

Google Analytics

Google Adwords

Google Adsense

Google Places

Facebook Insights

Facebook Places

Youtube InsightsTwitter Search

Hootsuite

Tweet Scan

Tweet Stats

TweetertiseWebsite Optimizer

Quantcast

Digital Marketing Toolkit

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

why how metrics