11 Confidential 11/19/2013

Softening the Social Blow with Crisis

Management

PRESENTED BY:

Emilie Bridon

Senior Digital Marketing Manager, Microsoft

Lynn Morton

Senior Account Strategist, R2integrated

NOVEMBER 18, 2013

22

Price Change

VMware & Netflix

Socially Engaged Audience

Cultural Fear of Reaction

#WOMMASummit

?

33

Audience: IT Implementer

New 2012 version release

Price Change

EngagedCommunity

Hello my name is…

#WOMMASummit

44

Content Strategy

Audience Research

Response Management

Listening & Monitoring Program

Disclose Manage Reaction

Excite

#WOMMASummitDeveloping a Program

55

#WOMMASummit

Vision:24/7 monitoring command center

to manage reaction.

Scope:Extended to all

English language online channels

and comments/question

s.

Response Philosophy: No response

to online reaction. Specific queries are

answered by a private response.

Online Listening &Engagement Plan

66

#WOMMASummit

Announcement Planning

Microsoft Sales

Partners

Highly ImpactedCustomers

Key Influencers

Press/Analysts

Social Community

Internal

External

Public

Prepare to Announce

Disclose Change

77

321#WOMMASummi

t

Pre-Disclosure Planning

PHASE 1

Active Online

Listening

PHASE 2

Advocacy Plan

PHASE 3

Putting the Plan into Action

88

4 5 6#WOMMASummi

tPutting the Plan into Action

Disclosure Managemen

t

PHASE 4

Reporting & Course Correction

PHASE 5

Post-Disclosure

Process

PHASE 6

99

#WOMMASummit

Minimize Direct Response

Leverage Influencers

Conversation Doesn’t Stop

Big Bets into Best Practices

1010

#WOMMASummit

Disclosure Toolkit

Keywords

Message Map

Content Strategy

Audience Research

Response Assessment Framework

Response Prioritization

1111

#WOMMASummit

Takeaways

REACTIVE

Ongoing Work Streams

Reporting

Listening

Community Management

PROACTIVE

1212

#WOMMASummit

Questions

Lynn MortonSr. Account StrategistR2integrated

www.r2integrated.com

Emilie BridonSr. Digital Marketing ManagerMicrosoft

www.microsoft.com

@MissLynn13