How to survive a Social Media Crisis

Transcript

1. Folke  Lemaitre   Founder  &  CEO   h5p://twi5er.com/folke   How  to  survive  a   Social  Media  Crisis  
2. What  is  Engagor?   ü Monitor  your  brand  across  the  web   ü Talk  with  your  customers  on  any  social  network   ü Measure  your  results   ü Create  detailed  Social  Media  reports   ü Powerful,  yet  easy  to  use   Enterprise   B2C   All-­‐in-­‐one  social  media  monitoring,   analyNcs  and  management  tool  
3. Billions  of  conversaNons  each  day   ¥ Consumers  use  social  media  every  day.   ¥ Do  You?  
4. The  Social  Consumer  is  king  
5. How  do  you  talk  to  a  king?   •  Do  your  homework  è  learn,  learn,  learn!   1.  Build  your  personal  Social  IdenNty   2.  Prepare  for  war   3.  Survive  a  war   4.  Adapt  your  strategy  
6. Get  started  with  Social  Media   •  Create  a  personal  Twi5er  account   – Follow  influenNal  people   – Gather  a  following   – Talk   – Tweet  oXen,  but  don’t  overdo  it   •  Understand  Social  Media  dynamics     èNow  you’re  ready  to  get  started  on  that  social   media  crisis  plan  
7. How  do  you  talk  to  a  king?   •  As  a  Guru?  
8. How  do  you  talk  to  a  king?   •  As  a  Guru?   •  Vanity  metrics  are  fun,   but  not  a  goal   •  Treat  others  as  your   equal     •  Remember  that  you  are   not  the  King  
9. How  do  you  talk  to  a  king?   •  As  a  Guru?   •  As  a  Robot?   SOCIAL  MEDIA…   OM  NOM  NOM   *  BEEEEEP   TWEEEEEET  
10. How  do  you  talk  to  a  king?   •  As  a  Guru?   •  As  a  Robot?   SOCIAL  MEDIA…   OM  NOM  NOM   *  BEEEEEP   TWEEEEEET   •  AutomaNon  is  great!  But   keep  the  human  touch   •  Never  send  automaNc   messages   •  Answer  to  people  
11. How  do  you  talk  to  a  king?   •  As  a  Guru?   •  As  a  Robot?   Be  Human   Be  Personal   Be  Professional  
12. Prepare  for  War  
13. Be  Prepared   •  Crisis  can  strike  any  Nme   – During  the  day  if  you’re  lucky   – During  the  night,  weekend  if  you’re  not  so  lucky     •  When  crisis  strikes  you  be5er  be  prepared   – This  is  not  the  Nme  to  start  thinking  about  a  social   media  crisis  plan  
14. Start  Listening   •  Monitor  your  brand,  compeNtors,  industry   •  Monitor  key  people  in  your  company,   including  yourself   •  Monitor  generic  list  of  negaNve  keywords   – For  example:  menNons  of  “health  claim”  in   Belgium  (for  Consumer  Goods)  
15. Get  to  know  your  audience  
16. Get  to  know  your  audience  
17. Get  to  know  your  audience  
18. Get  to  know  your  audience  
19. Get  to  know  your  audience  
20. Get  to  know  your  audience  
21. Detect  early:  negaNve  menNons  from  influencers  on  Twi5er  
22. Detect  early:  Surge  in  negaNvity  
23. Detect  early:  surge  in  menNons  
24. Prepare  when  you  know  a  crisis  will  hit   •  Setup  very  broad  keyword  topics   – For  example,  if  you  expect  a  mass  layoff   •  Use  saved  searches  for  further  filtering  
25. Prepare  for  quick  response   •  Setup  Quick  Searches   – List  of  influencers   – Sort  incoming  menNons  by  authority   – Filter  on  most  pending  issues  first   – …   •  Setup  a  crisis  response  team  for  aXerhours  
26. Surviving  a  War  
27. Admit  there  is  a  problem   •  Admit  there’s  an  issue  (don’t  wait  too  long)   è   on  your  website  or  blog   è   on  your  social  channels  
28. •  Keep  your  calm  at  all  Nmes   •  Answer  correctly   •  Don’t  be  harsh   è  BUT:  don’t  feed  the  trolls  
29. Update  regularly,  even  when  there  are  no  updates   No  news      è    Bad  news   Bad  news    è    Good  news   Good  news    è    No  news   •  Don’t  leave  your  customers  in  the  dark   •  Be  as  transparent  as  possible  
30. Be  Responsive   •  Answer  as  much  and  as  fast  as  possible   •  Priori?ze  on  influencers,  key  issues,  …   •  DON’T  delete/hide  posts  on  Facebook   •  Communicate  beyond  Facebook  &  Twi5er  
31. Adapt  your  Strategy  
32. Analyze  Your  Data  
33. Learn  and  Adapt   •  Adapt  your  strategy   •  Be  even  be5er  prepared   •  How  can  we  do  be5er  next  Nme?  
34. TL;DR   •  Consumer  is  King   •  Understand  Social  Media  dynamics   •  Start  listening  and  be  prepared   •  Be  transparent  and  responsive   •  Learn  from  your  mistakes   •  Start  your  free  Engagor  trial  today!  ;-­‐)   folke@engagor.com   h5p://twi5er.com/folke    
35. Why  200+  customers  worldwide  choose  Engagor   ü  Completeness   –  All-­‐in-­‐one  monitoring,  analyNcs  &   engagement   –  Comprehensive  feature  set   ü  Powerful   –  Deep  filtering   –  Real-­‐Nme  analyNcs   ü  Easy  to  use   –  Quick  on-­‐boarding  &  adopNon   –  Enterprise  soXware  does  not  need  to   be  complex  &  ugly   ü  Global   –  Smart  language  and  locaNon   –  Extensive  coverage:  both  social  and   classic   200+  customers  worldwide