crisis communications in the social age
Post on 13-Jul-2015
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+
The ReactionWhen I start talking to executives
about crisis communications in the
digital age, I often get a response like
this guy!
That’s because people have one
definition of a “social crisis.”
They imagine situations like….
+In My Role, I’ve….
Lead communications strategy and execution for several issues
around products, financials, litigation, natural disasters,
investigative journalism, environmental issues, etc.
Trained more than 100 executives and public officials
worldwide on how to handle communications in high-pressure
environments
Provided internal and external clients with dynamic crisis
simulation exercises
7
+In 2012, my company, Jive, acquired the
task-management tool Producteev.
Adopted by more
than 100,000
businesses and
1 million people
+ A few months later, in true marketing
fashion, we created a new logo,
launched a new website, and hosted a
big press event in NYC.
+On May 21, I Woke Up To This….
I didn’t know the user. I didn’t know what he was referencing
(we do lots of acquisitions). I didn’t even know who managed
the website Contact Us form.
So I turned to our employee network to get some answers and
then publically responded.
+And I Watched Twitter Explode
Producteev end users took to social channels to complain. There
were big issues like, “I can’t access my service” and “I want a refund
since the product is now free” to “I don’t like the stars in the UI.”
For the first time in company history, our sentiment was negative.
+My Team was Spread Across the
Country so I Turned to Social.
15
PR Team
Community Managers
Social Media Managers
Me
Support and Product Teams
+
Employee
Intranet
I Used Social Technologies to Centralize
& Coordinate Communications.
Customer
Community
Social
Media
+Social Media:
Real-Time Communications
Changed sentiment
through open communications
and strategic coordination.
+Results By the Numbers
Became the command center. Updated current messaging for employees, specifically support and sales. Additionally provided regular customer updates.
The actual product issue lasted 8 days but we were able to change sentiment to positive by day 1 and level out the volume of social conversation by day 4.
Sent more than 400 personal messages on Facebook and Twitter answering questions, addressing concerns, providing updates
Monitored and addressed 300 unique discussion threads and 500 new users in the Producteev group in the online community
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