Digital Crisis Management

- Your crisis on speed

Nicholas O’FlahertyManaging Director, Social@Ogilvy

Twitter: @NickOFlahertyLinkedIn: nz.linkedin.com/in/nicholasoflaherty/

NZ Social Media ForumJune 2013

Businesses have always made mistakes

but….

Today our mistakes are played out…

1. Real time2. Mass audience3. Cached and viewable in perpetuity4. Story telling is two way

Why we need a new approach to crisis management

Consumers turn first to search…..

And search favours the fresh and viral

1. Readiness

1. Work out your teams for each scenario

2. Create a ‘team finder’3. Create a ‘dark site’ 4. Proactive engagement5. Know your ‘badvocates’

2. Radar

1. Put listening in place2. Evaluate the threat3. Get house rules in order

1. Put listening in place2. Evaluate the threat3. Get house rules in order

3. Response

1. Stand upright2. Stick to the playbook

Don’t be a dick

3. Response

1. Stand upright2. Stick to the playbook3. Pull ‘tone deaf’ advertising

Pull ‘tone deaf’ advertising

3. Response

1. Stand upright2. Stick to the playbook3. Pull ‘tone deaf’ advertising4. Create relevant content5. Choose the right platform 6. Make sure you can be found online7. If you’re going to apologise…

4. Recovery

1. Maintain communications2. Reporting and learning

Nicholas O’FlahertyManaging Director, Social@Ogilvy

021 303-181nicholas.oflaherty@ogilvy.co.nz

Twitter: @NickOflahertyLinkedin: nz.linkedin.com/in/nicholasoflaherty

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