Crisis Management in a multi-channel world

Resolving the ownership of Social

Media

Nick Sharples

Founder and CEO

Introductions

• Your Name

• Your Company

• Areas of responsibility within the organisation

• Your biggest challenge in crisis management/social media: budget, culture, awareness, monitoring, resources, etc.

Agenda

• Understand the recent proliferation of digital channels and techniques that have the potential to derail your organisation's crisis response

• Examine some of the human and structural issues preventing effective crisis management planning

• Work with colleagues to identify best practice and develop robust solutions to your individual challenges

The New Multi-channel Paradigm

• The Marketing revolution – content marketing

www.theconversationprism.com ©Brian Solis and JESS3

The New Multi-channel Paradigm

• The Marketing revolution – content marketing

• The Data Explosion and the rise of Big Data

The Data Explosion

The New Multi-channel Paradigm

• The Marketing revolution – content marketing

• The Data Explosion and the rise of Big Data

• Consumer Expectations and Twitter Time

The New Multi-channel Paradigm

• The Marketing revolution – content marketing

• The Data Explosion and the rise of Big Data

• Consumer Expectations and Twitter Time

• The monitoring and responding challenge

Recent Crises

Agenda

• Understand the recent proliferation of digital channels and techniques that have the potential to derail your organisation's crisis response

• Examine some of the human and structural issues preventing effective crisis management planning

• Work with colleagues to identify best practice and develop robust solutions to your individual challenges

Ego Influence

Sta

tus Legacy

Agenda

• Understand the recent proliferation of digital channels and techniques that have the potential to derail your organisation's crisis response

• Examine some of the human and structural issues preventing effective crisis management planning

• Work with colleagues to identify best practice and develop robust solutions to your individual challenges

A Possible Approach

A four step process for most companies:

– Establish a Social Media Steering Committee

– Use the Committee to explore and document the current crisis management arrangements

– Overlay the Crisis Plan on the current position, modifying responsibilities as required

– Secure approval from the Steering Committee and integrate the Social Media elements within the Crisis Plan.

Social Media Steering Committee

• Multi disciplinary (Corp Comms, Marketing, Digital, Customer Services, Community Management, HR, Legal,etc)

• Set Strategic direction, guiding principles

• Establish ownership, accountability, roles and responsibilities (and what they mean)

• Develop the business case for funding if required

Workshop Activity

• As a group, choose one of your initial challenges that has the most relevance to you all.

• Discuss and create an Action Plan that will allow you to return to your companies, engage with colleagues who have a stake in social media and take your personal agenda forward.

• Feedback the challenge and the solution to the Group.

Workshop Considerations

• Bring your experience and internal challenges to the discussion – but try to keep solutions general and relevant to all.

• Consider the perspectives and roles of your colleagues in other departments without a crisis management remit

• What about external agencies working on your behalf