The fifth lesson of Online Communication. Online Reputation Management, Online Crisis Management, Online Risk Management, Social CRM. Flash materials, videos and some critical pages are not included. Educational use only!
1. Online Communication V
Online Reputation Management, Crisis Management,
Risk Management, Social CRM
Dr. Cem Cinlar
10.12.2012
Online Communication Lesson 5 Cem Cinlar
2. Content
Online Crisis Management
Online Risk Management
Social CRM
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Online Communication Lesson 5 Cem Cinlar
3. Online Crisis
Management
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Online Communication Lesson 5
4. Online Crisis Management Plan
- Prepare Crisis Management Plan
- Team
- Meeting area
- Strength & range
- Scenarios
- Solutions
- Actions
- Opportunities
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Online Communication Lesson 5 Cem Cinlar
5. Online Crisis Management Risks
- Speed
- Definition (Clarification)
- Complexity
- Decision (Channel or message selection, etc.)
- Communication
- Action
- Evaluation
- Reporting
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Online Communication Lesson 5 Cem Cinlar
6. Online Crisis Management – Make sure
- Be the process owner
- Inform others actively
- Avoid delay
- One message and relevant channels
- Focus on the issue
- Spread key messages
- Explain more details (in or out connections)
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Online Communication Lesson 5 Cem Cinlar
7. Prevent crisis via
Risk
Management !
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Online Communication Lesson 5 Cem Cinlar
8. Risk
Risk can be defined as the
combination of the probability of
an event and its consequences.
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Online Communication Lesson 5 http://bit.ly/TXh9p0
9. Risk Management Method
- Identify, specify, assess and categorize threats
- Determine the risk
- Tactics and strategy to reduce risks
- Risk reduction measurement
- Evaluation
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Online Communication Lesson 5 Cem Cinlar
10. Risk Management Principles (ISO)
- create value
- be an integral part of organizational processes
- be part of decision making process
- explicitly address uncertainty and assumptions
- be systematic and structured
- be based on the best available information
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11. Risk Management Principles (ISO)
- be tailorable
- take human factors into account
- be transparent and inclusive
- be dynamic, iterative and responsive to change
- be capable of continual improvement and
enhancement
- be continually or periodically re-assessed
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Online Communication Lesson 5 http://bit.ly/STtCuD
12. Online Risk Management Plan
- Prepare Risk Management Plan
- Team
- Meeting area
- Strength & range
- Potantial risks
- Solutions
- Actions
- Opportunities
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Online Communication Lesson 5 Cem Cinlar
13. Online Risk
Management
Life Cycle
‘9 Steps’ by Cem Cinlar 2012
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Online Communication Lesson 5 Cem Cinlar
14. STEP 1:
Monitoring
Keywords to prevent potential crisis
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Online Communication Lesson 5 Cem Cinlar
15. STEP 2:
Objectives
Company or organisation
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Online Communication Lesson 5 Cem Cinlar
16. STEP 3:
Risk Assessment
Risk analysis, identification, description, estimation and evaluation
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Online Communication Lesson 5 Cem Cinlar
17. STEP 4:
Reporting 1
Threats and opportunities
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Online Communication Lesson 5 Cem Cinlar
18. STEP 5:
Decision
Tactics & strategy
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Online Communication Lesson 5 Cem Cinlar
19. STEP 6:
Treatment
Action
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Online Communication Lesson 5 Cem Cinlar
20. STEP 7:
Reporting 2
Reports & analysis
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Online Communication Lesson 5 Cem Cinlar
21. STEP 8:
Monitoring
Situation assessment & keywords check, etc.
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Online Communication Lesson 5 Cem Cinlar
22. STEP 9:
Modification
In all process with formal audit, communication & consultancy
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Online Communication Lesson 5 Cem Cinlar
23. Use
Risk Management
before
Crisis Management
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Online Communication Lesson 5 Cem Cinlar
24. Social CRM Integration
- Understand the conversation
- Understand the cusmomer’s social status
- Understand the cusmomer’s user status
- Establish processes & requirements
- Integrate social media plan
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Online Communication Lesson 5 http://bit.ly/QOdYT6
25. Social CRM Integration
Mainstrean Practices
- Social media presence
- Listening & monitoring (SERPs, etc.)
- Engagement & interaction
- Web site or micro site creation
- Corporate web site social information
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Online Communication Lesson 5 http://bit.ly/122eIaH
26. Social CRM Integration
Auxiliary Requirements
- Organisational structure
- Social CRM process and framework
- Change management
- Culture shift
- Governance & guideline
- Advocacy program creation and empowerment
- Mutiple program / tool integration
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Online Communication Lesson 5 http://bit.ly/122eIaH
27. Social CRM Integration
Auxiliary Requirements
- Information response plan and process
- Risk management plan
- Crisis management plan
- Internal and external collaboration integration
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Online Communication Lesson 5 http://bit.ly/122eIaH
28. Social Customer Insights
- Marketing
- Social marketing insights
- Social marketing responses
- Social campaigns
- Social events
- Sales
- Social sales insights
- Social sales responses
- Social lead generation
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29. Social Customer Insights
- Service & Support
- Social support insights
- Social responses
- Peer to peer unpaid crowd
- Innovation
- Innovation insights
- R&D crowdsourcing
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Online Communication Lesson 5 http://bit.ly/YWnCqd