social media crisis management: lessons from the nfl
DESCRIPTION
When social media creates a firestorm of consumer protest against your company’s actions, how do you get ahead of the arguments and turn crisis into opportunity? Learn techniques to successfully manage any social media crisis in this free webinar, co-presented by Netvibes and Prosyna. We take lessons from a real-world case study by examining the recent social backlash around the NFL© and domestic violence. Attendees will learn best practices and tools for monitoring, measuring and reacting in real-time to PR crises in social channels, using a Netvibes dashboard and Prosyna’s social media management tool. For brands in any industry, social media crises can erupt unexpectedly and quickly spiral out of control, with the backlash lingering for months. It’s essential for social media practitioners to have a solid grasp of the tools so they are immediately aware of the problem and can respond quickly to minimize the damage. To watch a video of the webinar: https://vimeo.com/109190546 Disclaimer: Netvibes and Prosyna are in no way affiliated with the National Football League, or its Properties. This webinar is for informational purposes only. Netvibes is not an official website for the National Football League.TRANSCRIPT
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Social Media and Crisis Management
How the NFL should have addressed the firestorm over player domestic violence
and other stains on the league
October 8, 2014
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Today’s Presenters:
Marty LevineProsyna
Executive VP, Corporate Development
Kim TercaNetvibes
Director, UX and Press Relations
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How Corporate Crises Emerge
External Blindsides• Grass Root Protests• Guilt by Association• Hidden Agendas• Sacrificial lamb
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How Corporate Crises Explode
Internal Blunders• Insensitive Announcements• Unpopular Decisions• Scandals• Rogue Employees• Spectacularly Bad Customer
Service
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The NFL’s Blindside Hit• Player misdeeds fed into hot
button issue.• Misbehaving players identified
with team and league.• Sports and then general media
saw attractive high profile target. • NFL held up as example for
broader societal problem.
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The NFL fumbles its response• Goodell press conference had no
substance• Initial Ray Rice suspension• Indications league knew more than it
said.• League employee(s) had Rice tape
months before suspension.• League never really apologized to
fans
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The Result
• Horrible press coverage• Social media fans flames• Profoundly tarnished brand
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Best Practices for Social Crises
• Continually monitor to identify early warning signs.
• Respond quickly. • Be honest and transparent
(while following legal counsel’s advice).
• Subtly shift the conversation. • Don’t censor comments.
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Social monitoring to spot the crisis
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Social monitoring to spot the crisis
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Comparing Before/After Sept. 18
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Social monitoring to spot the crisis
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Comparing Before/After Sept. 18
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Comparing Before/After Sept. 18
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Content marketing to change the conversation
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To learn more:
Netvibes dashboards for agencies + enterprise:http://netvibes.com
Prosyna social media management:http://prosyna.com/product-bundle-netvibes.php
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Thank youContacts:For Netvibes:Kim Terca – Director, UX and Press [email protected]
For Prosyna:Marty Levine – EVP Corporate [email protected]