Welcome. Tweet us your questions #smwcrisismgt. Follow Managing Crisis in the Social Media Era

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Emil Skaarup
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1 Welcome Managing Crisis in the Social Media Era Internet Login: AVT Student Password: Copenhagen Tweet us your questions #smwcrisismgt Follow

3 Who are we UNFOLD by Essencius At UNFOLD we have more than 25 years of combined design and advertising experience Essencius At Essencius we have an established network and over 50 years of combined experience in PR and communications.

Essencius At Essencius we have an established network and

4 A young agency with a high degree of professionalism, team spirit and a performer culture Our specialties: Welcome Earned Media = PR + Blogs + Social Media Lifestyle and Luxury Brands FMCG Sport & Active Lifestyle NGO s & Charity CSR & CSV/Corporate Communications We are 15 consultants and we measure our success by our ability to deliver high ROI Offices in Copenhagen & Stockholm

Sport & Active Lifestyle NGO s & Charity CSR & CSV/Corporate Communications We are 15

5 Selected Clients

6 Who Am I? Christina Scharfe Lambach Managing Partner PR Specialist

7 Crisis Management

8 Agenda What is crisis management New era for crisis management How to ready yourself for crisis What to do when crisis happen What resources are necessary How to handle crisis: Cases

9 EVERYTHING. IS NOT A CRISIS

10 WHAT IS CRISIS MANAGEMENT? Sometimes things happen but how you handle it is key.

11 Three Characteristics of a True Social Media Crisis Assymetry: When you as a company do not know any more than the public (ex. Hudson River Plane Landing) Change from the norm: When negative chatter is ongoing. (ex. Apple labor practices) and either the volume changes or area of interest, then you might havea crisis. Potential harm to your business: YouTube videos showing your employees spitting in food and serving it (Ex. Findus)

Hudson River Plane Landing) Change from the norm: When negative chatter is ongoing. (ex.

12 Three Characteristics of a True Social Media Crisis Potential harm to your business: (Ex. Findus)

13 WHAT IS CRISIS MANAGEMENT? A crisis is defined here as a significant threat to operations that can have negative consequences if not handled properly. In crisis management, the threat is the potential damage a crisis can inflict on an organization, its stakeholders, and an industry. A crisis can create three related threats: (1) public safety, (2) financial loss, and (3) reputation loss. (W. Timothy Coombs, PhD. Issues Management and Public Affairs)

14 Failure

15 The Red Cross Case The Blunder

16 The Red Cross Case Action by the American Red Cross

17 The Red Cross Case The unexpected happens

18 The Red Cross Case 2 words of caution: 1) You ll want to space out giving a pint of blood and drinking a pint of beer for health reasons. 2) Be careful of Hootsuite! (Red Cross apology on their blog)

19 CRISIS MANAGEMENT? Despite the grueling news stories about reputational damage spinning out of control, none of the companies we looked at in our research actually suffered any significant or sustained impact on sales or stock price provided they reacted swiftly and constructively to arising criticism; In fact, some companies managed to turn even negative attention into positive buzz. (McKinsey Report: Turning Buzz into Gold May/2012)

looked at in our research actually suffered any significant or sustained impact on sales or stock price

20 PR-twist on McKinsey report conclusions: 1) Digg for gold on social media 2) Don t be scared, be prepared (less than 30 pct. are prepared)

21 NEW ERA FOR CRISIS MANAGEMENT event Traditional media outlet public event social media public Traditional media outlet public

22 HOW TO READY YOURSELF FOR CRISIS prepare listen & monitor evaluate engage restore

23 Stakeholder Involvement

24 WHAT TO DO WHEN CRISIS HAPPEN?

25 WHAT TO DO WHEN CRISIS HAPPEN? Important considerations: Acknowledge - Understand the entirety of the situation Remember that the first impression counts Show acknowledgement - Be Sorry (Mike Tyson, Bill Clinton, Exxon) Do not speculate or deal in hypotheticals Defend yourself against information that is factually wrong in a PR way Consider who you are talking with - shy away from technical jargon

26 WHAT TO DO WHEN CRISIS HAPPEN? Important considerations: Stay present Do not try to hide Fight Social Media Fire With Social Media Water - If the crisis initiated on Facebook, respond first on Facebook. Create a Crisis FAQ Build a Pressure Relief Valve Know When to Take it Offline -Do not get in an online tit for tat, ever Arm Your Army - keep ALL employees informed about the crisis Learn Your Lessons

27 WHAT RESOURCES ARE NECESSARY? Crisis plan Assigned decision-makers within the organization Supporting PR team Media channels for outreach

28 How to Handle Crisis - Cases -

30 How to Handle Crisis - Ryanair Case - Ryanair charged 300 to Suzy McLeod just to print out boarding passes for her family

31 How to Handle Crisis - Ryanair Case - The only response from Ryanair was the statement: As clearly outlined in the terms and conditions passengers agree to before a Ryanair booking can be completed, and in s sent to the passenger before travel, passengers must check-in online and print their boarding card before travel as failure to do so will result in a boarding card re-issue penalty.

32 How to Handle Crisis - Ryanair Case - The topic dominated the online conversation levels in the UK about Ryanair The noise in social channels spilled across the media, to many newspapers and other news outlets.

33 How to Handle Crisis - Ryanair Case - Ryanair s reputation on social media was already quite poor

34 How to Handle Crisis - Ryanair Case - Here are some comments that the Ryanair s CEO has given He said anyone who didn t like the policy could quite politely bu**er off We think Mrs. McLeod should pay 60 euros for being so stupid Passenger McLeod wrote to me last week asking for compensation and a gesture of goodwill. To which we have replied, politely but firmly, thank you Mrs McLeod but it was your ****-up for being an idiot and failing to comply with her agreement at the time of booking. We think Mrs McLeod should pay 60 euros for being so stupid

36 How to Handle Crisis - Domino s Case - Two employees made a Prank video on YouTube A Domino s employee in the USA is seen assembling sandwiches, spraying snot on them, sticking cheese up his nose before placing it on a piece of bread and passing gas on a slice of salami. The woman holding the camera narrates. In about five minutes, they ll be sent out to delivery, where somebody will be eating these, yes, eating them. And little did they know that cheese was in his nose and that there was some lethal gas that ended up on their salami, she proclaims proudly. That s how we roll at Domino s.

37 How to Handle Crisis - Domino s Case - 1. Dominos posted an apology to its website and asked employees with Twitter accounts to tweet a link to it 2. It created its own Twitter account to reassure consumers this was an isolated incident 3. Domino s USA president issued a video apology on YouTube

38 How to Handle Crisis - Domino s Case -

39 How to Handle Crisis - Domino s Case -

41 How to Handle Crisis Fan Post: Jeg ved ikke hvor jeg skal begynde. Det seneste stykke tid har jeg gået og tumlet lidt med nogle ting, og jeg er desværre bange for at vi to ikke passer sammen mere. Jeg synes ikke, at vi er det samme sted. Og nu har jeg altså mødt en anden. Hun hedder Netflix og vi passwer bar sammen. Jeg er virkelig ked af det, men jeg bliver nødt til at slå op med dig. Det går ikke mere det here. Men du skal vide, at det ikke er dig, der er mig. Jeg ved, at der er masser derude der gerne vil se dine TV-kanaler med alle reklamerne. Og måske kontakter jeg dig også igen en dag. Lige nu er kan det bare ikke være os to. Ha det godt. PS: Jeg er ked af at gøre det her offentligt på din væg, men jeg har altså også længe haft på fornemmelsen, at du var sammen med andre end mig.

42 How to Handle Crisis Kære Fan, Jeg er ked af, at du har fundet en anden. Jeg er jo ikke dum, og jeg anede jo nok, det var på vej, for du har virket så uengageret og ligeglad med mig i den senere tid. Det var nærmest kun, når du og gutterne skulle se fodbold, at du gad interessere dig for mig. Så var der ingen grænser for, hvor glad du var for mig - eller sur hvis jeg så ikke lige var der, når DU absolute ville. Men jeg har jo ikke været blind for, at du ofte hellere ville sidde bag den lille dumme computerskærm. Så var du mere interesseret i at hoppe fra den ene mere uskarpe og tarvelige hjemmevido på YouTube end mig og mine HD-kanler. Og da jeg så forleden fandt en brugt Netflix kupon mellem sofpuderne, vidst jeg, at det var slut. Jeg er ikke den første, der oplever en mand, der falder for en yngre model, og nok heller ikke den sidste. Jeg ved også godt, at jeg ikke er 17 længere, og der er nok også kommet en rynke eller to. Men jeg er ikke flov over mig selv. Jeg ved en masse om mænd og kvinder og børn. Jeg ved, hvordan man passer en familie og sørger for, at der er plads til alle i en husstand - både for de mindste of de ældste. Farvel Fan - din x-box er måske lid våd og står et sted på Enghavevej:) Mvh YouSee

43 The Eyjafjallajökull Volcano

45 Lufthansa, KLM and other airlines took to their social meida channels Fans and followers flocked to social media for updates and to ask questions People could get responses and updates in real time, calming travelers and building trust

46 SOCIAL MEDIA IS IN REAL-TIME Twitter is Faster Than Call Centers Facebook has more capacity than your help desk With the use of hashtags and the monitoring of the different social channels, an even more severe crisis was averted, consumers could get up to date informations and many Airlines came out on top in the eyes of their consumers.

47 Questions?

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