Steve ChirelloADVERTISING / MARKETING / P.R.

Crisis Management In The Age Of Social Media

A Greater Oswego-Fulton Chamber of Commerce“Brown Bag” Lunch Event

Steve ChirelloADVERTISING / MARKETING / P.R.

SOCIAL MEDIA OVERVIEW

“SOCIAL MEDIA REVOLUTION 2012” on:

Steve ChirelloADVERTISING / MARKETING / P.R.

What Happens in ‘Vegas’ Stays In…

Steve ChirelloADVERTISING / MARKETING / P.R.

1 = 7

Miller Math

Steve ChirelloADVERTISING / MARKETING / P.R.

1 = 7

One ‘Unhappy’ Person Tells At Least 7 Others On Average

Steve ChirelloADVERTISING / MARKETING / P.R.

Social Media is 24/7 – “Gossip, innuendo, sour grapes, etc…never sleep!

Steve ChirelloADVERTISING / MARKETING / P.R.

How Can You Protect Yourself?

What NOT To Do:

• Don’t react in haste, out of emotion

• Don’t take it “personally”

• Don’t remove the post (unless it involves inappropriate language, etc.)

Here’s an excellent example fromthe American Red Cross…

Steve ChirelloADVERTISING / MARKETING / P.R.

Steve ChirelloADVERTISING / MARKETING / P.R.

What To Do (Mack Collier.com):

• Respond Quickly- Be able to by monitoring; Use tools like “Google Alerts”

• Respond Properly-If someone is leaving negative comments about your your company, respond.- Be thankful and polite.- If you are in the wrong, then apologize.- If commenters are jumping to the wrong conclusionabout your company, kindly correct them- Thank them for their feedback

Steve ChirelloADVERTISING / MARKETING / P.R.

Have A Plan(Source: Firestorm Solutions, LLC)

Transparency. 150 mm bloggers– thousands of forensic accountants and social watchdogs watching your company. Don’t assume you can hide information. It will be found.

Crises Go Viral. Companies need plans in place to respond. No time to create AFTER something happens. One Way Conversations Don’t Cut it. Conversations need to go both ways. Brand Detractors- leverage Social Media. You need to as well. Brand Fans- these people like you. They may infringe on your IP. Learn how to deal with it.

Steve ChirelloADVERTISING / MARKETING / P.R.

More than 75% of businesses use Social Media.Nearly Half Do Not Have Social Media Policies.

In addition, 43% of the respondents have reportedEmployee misuse of social networks.

-- Proskauer’s International Labor & Employment Group

Steve ChirelloADVERTISING / MARKETING / P.R.

Our FB comment guidelines:• The discussion board is available for

questions, often from those entering or considering Oswego ... we hope to get you answers in a timely manner as you ponder joining our community. However, spam, blatantly commercial, obscene and/or denigrating messages are not welcome in this space and may be removed, as this page exists to serve a broader community.

Have A Posted Policy (Courtesy of Tim Nekritz, SUNY Oswego)

Steve ChirelloADVERTISING / MARKETING / P.R.

POLICY CONSIDERATIONS:• Recruiting• Separation/Outplacement• Employee Blogging Policy• Personal Blog Policy• LinkedIn Policy• Corporate Blogging Policy• Corporate Blog Use Policy• Corporate Blog Approval, Corporate Blog Commenting• Corporate Facebook Usage, Corporate Facebook Comment• Comment/Messaging Policy• Corporate Twitter Account, YouTube Policy, YouTube Public• Comment Policy• Company Password Policy

-- Source: Firestorm Solutions, LLC

Steve ChirelloADVERTISING / MARKETING / P.R.

Elements For Planning and Response:

• Have a plan for conventional & social media- spokesperson, statement(s) media contact list

• Think It Through• Get The Facts –Evaluate who and why?• Understand who is listening to you• Discuss With Others

Is it really as detrimental as you think?• Consult An Expert - Sometimes it’s necessary to ask an expert for assistance• If you need to remove it, address it directly with the “poster” and possibly on the page itself. • Monitor and Measure

Steve ChirelloADVERTISING / MARKETING / P.R.

EXAMPLES…

http://www.youtube.com/watch?v=Z206ipPhuFQ

Groupon Super Bowl Ad Save The Money - Rainforest

Steve ChirelloADVERTISING / MARKETING / P.R.

Groupon CEO Andrew Mason’s Response:

“When we think about commercials that offend us, we think of those that

glorify antisocial behavior—like scores of Super Bowl ads that are built

around the crass objectification of women. Unlike those ads, no one

walks away from our commercials taking the causes we highlighted less

seriously. Not a single person watched our ad and concluded that it’s

cool to kill whales. In fact—and this is part of the reason we ran them—

they have the opposite effect.”

Steve ChirelloADVERTISING / MARKETING / P.R.

Were you one of the 5 million?

Steve ChirelloADVERTISING / MARKETING / P.R.

Steve ChirelloADVERTISING / MARKETING / P.R.

Steve ChirelloADVERTISING / MARKETING / P.R.

I have handouts with case histories on:

-Domino’s employees posted a video that put them in a bad light.

- Penn State’s poor crisis management

- Progressive Insurance’s blog incident “How Not To Handle A PR Crisis

Steve ChirelloADVERTISING / MARKETING / P.R.

Prevention of Negative Postsa. Manage your posts on your page

Direct Discussion on your page by asking questionsNew productsServiceWhat would you do?

b. Use ‘Google Searches” regularly Use the Search feature within the Social Medium itself Built your own varied network of personal connections via Social Media

Steve ChirelloADVERTISING / MARKETING / P.R.

It’s jungle out there….Be prepared!

Steve ChirelloADVERTISING / MARKETING / P.R.

QUESTIONS????

Steve ChirelloADVERTISING / MARKETING / P.R.

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For more information,contact Steve Chirello:

Tel: 592-9778

Email: steve@chirello.com

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