CRISIS MANAGEMENT 2.0YASSER TAKIE EDDINE ABDESSELAM

DIGITAL MANAGER @ ICOSNET, SPA.

DIGITAL COMMUNICATION CONSULTANT

GRAPHIC & WEBDESIGNER

INTRO

As a company in a the local market, whether you’re a startup, a large company, a group of companies or even amultinational business, you are always facing threats of crises.

It is certainly not something you can avoid, yet it most certainly is something you have to deal with.

A crisis is not something in your hand that you can control or predict, it depends on totally independent andexternal factors.

Dealing with a crisis is called « Crisis Management »

DEFINITION

A crisis can be defined as:

“A state of affairs in a business wherein the leadership (owner, CEO, or Board ofDirectors) must take urgent and unprecedented action to try to save the business fromfailure—with the distinct possibility of a highly undesirable outcome.”

In a time of crisis, conventional management practices are inadequate and ways ofresponding usually insufficient.

FACT: A CRISIS ISN’T ONLY A NEGATIVE STATE, SOMETIMES WHEN THINGS ARE TOO POSITIVE, THEY CAN CAUSE A CRISIS.

EXAMPLES OF CRISESJo

hn

son

& J

oh

nso

n’s • 1982

• 31 Million bottles recalled

• $1M worth

• $100.000 offered as reward

Bri

dge

sto

ne • 1998/2000

• 200 deaths

• $6,5M worth of tires recalled

JetB

lue • 2007

• 1000 blocked passengers for 11 hours

EXAMPLES OF CRISESD

jezz

y • 2009

• Many destroyed outlets

• General boycott

• ??? Toyo

ta • 2010

• 8,8 million cars recalled

• 19 deaths

• 1,2 billion dollars fee

RECENT CRISES (ALGERIAN BRANDS)

•The “Meuh” Contest

Loya

•The “Divorce” Commercial

N’Gous

TYPES OF CRISES

Flash Fire

Minor crisis

Easy to manage

Short

Does not need crisis cell

Does not need high leadership interventions

Rolling Disaster

Major crisis

May ruin the company’s reputation

May cause financial losses

Hard to manage

May last for years

Needs dedicated crisis management cell

Needs highest leadership interventions, strategic level

TYPES OF CRISES

THE ALLAH GHALEB CRISIS

Does not depend on you

Caused by lack of awareness

Almost impossible to manage

Happens only in 3rd World countries

You pay someone else’s due

You pray that it will end up alright

MANAGING THE CRISIS

Crisis management is the process by which an organization deals with a

major event that threatens to harm the organization, its stakeholders, or the

general public.

Crisis management is a whole process, a plan, a strategy even. Whether

it’s a Flash Fire or a Rolling Disaster, an angry #hashtag or Ddos hack, it has to

go through a chain of actions to be monitored, managed and eventually

overcome.

Crisis management is a 3 phases cycle, no matter how big is the company,

it’s always the same:

Pre-crisis

• Preparation

Crisis

• Reaction

Post-Crisis

• Analysis

PHASE I: PRE-CRISIS

Be prepared for the crisis

It can happen to anyone, you can not predict it

Create an emergency cell

Only deployed when needed (internal, not recruits)

Create a team ready for response

People who can react fast, social media ninjas

Train the emergency team

Crisis simulations, trainings

Create an internal communication plan

Eveyone is potential spokesperson, employees must beaware

Create response templates

Quickly editable templates that can work for most cases

Set the emergency calls priority

Who to call when a management/leadership decision orstatement is needed

Have an eye on what’s happening

Follow your brand e-reputation and make reports

Prevent crises from happening

Expect what may happen, communicate to stop it

PHASE II: CRISIS

Be aware of what is happening

Do not react until you understand

React as fast as you can

The longer you take, the worse it becomes

Deploy the crisis cell

Ninjas with Katanas (A team with fast fingers)

Respond on the network where it started

Go to the source

Communicate on all other social media

Cover as much ground as you can, do not neglect any ofthe social network

Put everything on hold

Postpone your editorial calendar

Issue an official statement (or press release)

Acknowledge your awareness and explain your positionregarding the crisis

IF YOU ARE WRONG: APOLOGIZE

Blame only yourself, the customer is your master, especially in acrisis time

Make sure you spell your words right

Every single letter is important, if your statement doesn’t yourcompany, it will burn it to ashes

Communicate only enough, do not overreact

A simple effective response is better than a

PHASE III: POST-CRISIS Collect DATA, it’s IMPERATIVE

Go beyond the crisis, get all the details

Analyze DATA

The only way to prevent it from happening again is to understand how it really happened

Use the analysis outcome to change/reverse/eliminate what caused the crisis

You don’t want it to happen again, because if it does it’s your end !

Keep communicating

The crisis is never over until another trend comes up

Keep following your brand

The crisis can come back anytime, an angry customer can bring it back to life

Give your team some time to relax

People are … You guessed it … “HUMANS”, give them a day off to chill and forget about the stress

APPLICATION: LET’S TRY IT !

General manager

Communication Manager

CommunityManager

Public relations Manager

General Manager

Manages Everything

Responsible for everything

Public Relations Manager

Manages external relations with Media

Communication Manager

Manages cross-channels communication

Community Manager

Manages social media

CASE STUDY: GOOD FOOD CO. TIMELINE OF EVENTS

Distribution sends out 2,000,000 Bags of Chips into the market (Produced on March 8th 2016) and expire 3 months later (Net worth: 20,000,000 DZD)

A mother buys 5 bags of chips for her children on March 14th, and finds insects in two of them,

The mother goes and complains to the retail store about them, and keeps the open bags,

The mother’s brother is a social media addict, web influencer, takes a picture and tweets it

« @GoodFoodCo are you sure about the « #Good » part of your name ? #Insects #InfestedFood #Algeria »

The brother has 3856 Followers on twitter, 30% are daily active users

Tweet gets retweeted 29 times,

1,2,3 Viva l’Algérie facebook page screenshoots it and posts it,

Your Twitter and Facebook pages are now officially a comments dumpster,

The general manager is on a vacation, and he leaves the Marketing Manager as Acting General Manager

LADIES AND GENTLEMEN: WE HAVE A CRISIS !

THANK YOUBE DIGITAL, BE SOCIAL, BE AWESOME !

YASSER TAKIE EDDINE ABDESSELAMabdesselamyasser@gmail.comabout.me/yasserabdesselamlinkedin.com/in/yasserabdesselamfacebook.com/themagnificotwitter.com/lyxdesign