Digital Crisis Communications: Case Studies and Tips - July 2015
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With one of the freshest sets of examples of crises, from sad revelations about Jared / Subway and Bill Cosby, to constant feet-in-mouth celebrities Donald Trump and Paul Deen, to business upheavals like Reddit and United, Scott Monty presents some key takeaways and lessons on handling a crisis in the digital era.
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Digital Crisis Communications: Case Studies and Tips - July 2015
- 1. Digital Crisis Communications: A Survival Guide Dallas SEM & SMC July 8, 2015
- 2. About Scott Monty • Two decades of agency and brand experience • Strategic communications consultancy founded, 2015 • This Week in Digital newsletter smonty.co/twidsignup • @scottmonty
- 4. “There cannot be a crisis next week. My schedule is already full.” - Henry Kissinger
- 14. Lessons from Shackleton • Be prepared to dig in and go the distance • Assign roles • Be flexible • Pick your point people well • Have the right tools
- 22. Two kinds of crises Unplanned / immediate • Natural disasters • Industrial accidents • Acts of terrorism Foreseen / emerging • Product recalls • Security breach / hacks • Rogue employees • Dissatisfied customers • Stupid marketing/PR decisions
- 27. 1. Stop doing whatever is causing the crisis
- 28. 2. Know who your influencers are
- 29. 3. Listen / monitor
- 32. 4. Say something. Silence spurs rumors.
- 33. 5. Messaging should be appropriate for and on platforms where it’s happening
- 35. 6. Journalists use Twitter to mine for news
- 36. 7. Communicate from your people, not logos smonty.co/ rangerfire
- 37. 8. Integrate all channels – paid, earned, owned
- 39. 10. Prepare your employees Gaggle Amp
- 41. Serenity now!
Editor's Notes
- United’s computer system went down The New York Stock Exchange suspended trading after a glitch in its system The Wall Street Journal website stopped working 2,500 Washington, DC residents lost power
- Ernest Shackleton: leader and exemplar in times of crisis
- The Endurance, from the Imperial Trans-Antarctic Expedition, 1914-1917
- South Georgia Island
- The first wave of the expedition, until the Endurance was trapped in ice
- The ship eventually was trapped in ice floes from January – October 1915
- Shackleton and team camped on the ice floes and eventually abandoned ship in October 1915 when the ship was crushed. The continued their journey on foot and launched a lifeboat to make land at Elephant Island (April 9-15, 1916)
- Shackleton chose 5 crew members to set off on an 800-mile journey to South Georgia over two weeks
- The full journey of Shackleton’s team – from December 1914 – August 1916
- Shackelton returned to Elephant Island – not a single crew member was lost during the expedition.
- Reddit had a bad week
- Paula Deen doesn’t know when to stop.
- United hates software
- God’s gift to crisis communications
- The investigation of Jared by the FBI spilled over into Subway’s communications
- If you think Jared had a bad week…
- EL James had a Twitter chat
- …but it didn’t go quite as planned.
- Bobby Jindal had every opportunity to learn from EL James (THE DAY BEFORE!) but opted not to.
- Zignallabs.com
- Genius.com was invented for annotating rap lyrics. But it has another use… genius.it/www.detroitnews.com/story/news/special-reports/2015/07/01/quicken-loans-blight-dilemma/29537285/
- Use Twitter lists to your advantage
- GaggleAmp.com for employee engagement