How to integrate social media with PR, communications, and crisis management, presented by Debbie Curtis-Magley
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In her presentation, Ariba's Senior Manager of Social & Community, Debbie Curtis-Magley, teaches a class on how to use social channels to complement your core communications functions. She goes into detail about how social media can help you react and respond to critical crisis, employees misbehaving, and customer chaos.
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How to integrate social media with PR, communications, and crisis management, presented by Debbie Curtis-Magley
- 1. How to integrate social media with PR, communications, and crisis management DEBBIE CURTIS-MAGLEY ARIBA DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT
- 2. It Takes a (Social) Village: Collaborating with PR (and Others) Debbie Curtis-Magley, Sr. Manager for Social & Community @DebCM
- 3. Why Social Media needs PR (and PR needs Social Media) PR Role Social Media Role 1. Serves as “official” voice of company 1. 2. Strives to influence brand perceptions and generate positive opinions and coverage 2. Strives to inform brand perceptions and generate positive commentary and advocacy 3. Shares content with news media channels that can influence social content 3. Shares content with social channels that can influence news reporting and coverage 4. Engages with bloggers and reporters who may source story ideas from social media 4. Engages with social media communities that may include bloggers and reporters 5. Responds to issues and inquiries that impact the brand 5. Responds to issues and inquiries that impact the brand Amplifies reach of company voice PR and Social Media Work Better When They Work Together © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2
- 4. What we’ll cover Three types of scenarios: • Critical Crisis • Employees Behaving Badly • Customer Chaos Collaborating with PR and Others in Real-Time Response Be Prepared: Tips & Opportunities © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3
- 5. Scenario #1: Critical Crisis Scenarios • Explosions, natural disasters, accidents, terrorist incidents Messaging Leader • PR Collaboration • PR, Legal, Employee Communications, Customer Service Social Response • Acknowledge awareness of reports (gain PR permission first) • Direct audience to media statement(s) • Express gratitude for concerns/condolences Avoid • Speculation and debates(and responding to it) • Commenting on news coverage (unless directed by PR) • Paying tribute to deceased What to Track + Report • Channels where news is fueling commentary • Volume, focus, and tone of commentary • Lifespan of story in social media © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4
- 6. Scenario #2: Employees Behaving Badly Scenarios • Rude, unsafe actions caught on video Messaging Leader • Social & PR together Collaboration • PR, HR, Customer Service, Employee Communications Social Response • Acknowledge awareness of video and assert that behavior violates company policy • Where appropriate, provide contact info for customer support • Offer appreciation for feedback (good or bad) Avoid • Statements that the employee was or will be fired (unless permitted by Legal) What to Track + Report • Channels where video/story is fueling commentary • Volume, focus, and tone of commentary • Influencers amplifying story (media, celebrities, thought leaders) • Lifespan of story in social media © 2013 SAP AG or an SAP affiliate company. All rights reserved. 5
- 7. Scenario #3: Customer Chaos Scenarios • Outrage over campaigns, customer service stories gone viral Messaging Leader • PR Collaboration • PR, Customer Service, Employee Communications Social Response • Explain spirit of campaign and acknowledge if it failed to deliver • Indicate service issues are being addressed (if confirmed with Customer Service) • Where appropriate, provide contact info for customer support • Offer appreciation for feedback (good or bad) Avoid • Debates with customers • Allowing trolls to dominate conversations • Speculating on how service issues will be resolved • Humor What to Track + Report • Channels where story is fueling commentary • Volume, focus, and tone of commentary • Influencers amplifying story (media, celebrities, thought leaders) • Lifespan of story in social media © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6
- 8. 5 Tips to Manage the “Crisis Fire” 1.) Be a Good Listener • Monitoring distinguishes everyday chatter from real issues • Customer Support can be your early alert system • Track progress and effectiveness of your response 2.) Be Credible • Respond promptly and respectfully (no spin) • Acknowledge rumors/reports and direct to accurate information • Leverage trusted brand voices to amplify response (e.g. Customer Service) 3.) Be Empowering • Train staff in advance and have response plan in place for teams to act • Don’t overlook employees! Give guidance on what to say/not say 4.) Be Savvy • Know when to respond and when to observe • Sometimes the debate is best left in the hands of the community 5.) Be Prepared • Execs are interested and anxious – take advantage of the moment! • Educate and demonstrate best practices you are using • Have your wish list ready – tell execs what is needed for ongoing work (resources, staff, tools) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7
- 9. Closing thoughts … ROI ROI for Crisis Management = Rescue of Image • Was social commentary and news coverage wide spread? • Did Customer Service experience an increase in call/e-mail volume due to story? • Was story discussed in employee/franchisee communities? • Did it influence customers’ purchasing behavior? • Did it impact the company’s financial performance? © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8
- 10. Contact details Debbie Curtis-Magley Ariba, Sr. Manager, Social Media & Community E-mail: debra.curtis-magley@sap.com Twitter: @DebCM LinkedIn: http://www.linkedin.com/in/debbiecurtismagley © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9
- 11. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS DECEMBER 9–11, 2013 ORLANDO SOCIALMEDIA.ORG/SUMMIT