2. Twitter is where
people discover
what’s happening
Twitter can protect
and strengthen your
brand before, during,
and after crisis
1 3
Twitter is an
essential tool for
crisis management
2
Why Manage A Crisis on Twitter?
9. Clarify the situation and correct misinformation
Advance your organization’s story through positive
messaging
Engage users quickly and directly
Keys to crisis management
Seek crisis communications advice and legal counsel
10. • When Ford was cited as an example of a
company sending U.S. jobs to Mexico during
the Presidential debates, Ford had an
infographic prepared to set the facts straight
• Ford continued to respond with the facts in
real-time to consumers, reporters and
interested parties
Clarify the situation &
correct misinformation
11. • In 2016, Airbnb faced allegations of
discrimination from hosts and a swirl of negative
attention
• Airbnb responded by addressing the allegations
head on with creative that advanced its new
community commitment, shifting the
conversation from negative to positive
• The use of ‘conversational’ video cleverly
mimicked the experience of a host accepting
anyone to stay with them
Advance positive
messaging
12. • In 2007, JetBlue had to cancel 139 of its 156
Valentine’s Day flights out of JFK due to weather
and issues with its reservation system
• Facing angry customers, the CEO announced
the creation of JetBlue’s Customer Bill of Rights
• Since then, JetBlue has made Twitter the core of
its customer relations strategy, monitoring
conversations, responding to questions, and
listening for complaints so that it can swiftly direct
users to the Customer Bill of Rights
Engage your audience
quickly and directly
13. Twitter can protect and
strengthen your
organization before,
during, and after crisis
14. Give your brand a
human face
1 Consider ad formats & targeting
tactics that mitigate risks
5
Leverage key executives2 Get personal with customer
service
6
Activate influential
3rd parties
3 Focus on goodwill7
Use immersive formats4 Build momentum and be
prepared to respond
quickly
8
8 ways Twitter can protect and
strengthen your organization
15. Give your organization a human face
SOURCE | Nielsen, DAN + Twitter Video Content Best Practices Research, May 2015
People are naturally drawn to human faces. Instead of focusing on your
product or your brand, use people in your promoted video to establish a
greater emotional connection with your audience on Twitter.
higher emotional
connection when people
are included in the first few
frames of a brand video
16. Airbnb used real-life employees in its
Superbowl campaign to make an
emotional connection around its
#WeAccept campaign
Acceptance sta
Airbnb
@Airbnb
Tweet
4:12 PM
Acceptance starts with all of us.
#weaccept
17. Leverage key executives
Humanize your brand by using your thought leaders and executives to
explain the situation and convey that your leadership is treating it with
the seriousness that it demands.
"Reporters are obsessed with it. It’s like a tube and
I have loudspeakers installed in every reporting
cubicle around the world.”
- Marc Andreesen
@pmarca
18. When Tesla took heat for a Model S
catching fire after an accident, CEO
@elonmusk Tweeted a link to his blog
post explaining what happened
showing the car owner’s satisfaction
vv
Here's where our Kona coffee
beans are grown on the Big Island
in Hawaii. Feast your eyes!
The Barista Bar
@baristabar
Tweet
27 RETWEETS 73 LIKES
Promoted
19. of global decision makers expect
a company crisis within 12
months, yet only half have a plan
in place.
Activate influential 3rd parties
Have a plan. Tap credible 3rd party advocates like influencers,
publishers or news outlets that can help disseminate your story.
Does your brand have a partnership that it can use to its
advantage?
SOURCE | Burson-Marsteller & Entrepreneur Feb. 6, 2017
20. @VW promoted reports from @AP
to help spread the word about its
proactive recalls during its diesel
emissions scandal
Volkswagen recalls diesel vehicles in
China to correct engine software that
cheats on emissions tests:
apne.ws/1LfBmAr
Promoted by Volkswagen
21. point of view to tell the
full story of your brand
Use immersive formats to reaffirm
your brand values, voice, and vision
Immersive formats allow you to bring consumers into
your story and tell a story from all perspectives, from
start to finish, using rich media.
Video can be a powerful way to grab attention quickly
in a mobile-first way using sight, sound and motion.
22. Exxon Mobil
Exxon Mobil highlighted its commitment
to inspiring and supporting future
generations of engineers using Twitter
moments
Budweiser
Budweiser encouraged responsible
drinking, inviting people to Tweet
#GiveaDamn using a conversational
video that featured their TV spot
23. Best Practice:
Control your message, address customer concerns &
foster vital conversations
Consider ad formats and targeting
tactics that mitigate risks
In a situation where you want to broadcast a statement but not create
conversation around it, leverage formats like Ads Without Profiles and dark
tweets to help you safely get your message out without facing @replies
from haters and trolls.
SOURCE | Entrepreneur March 4, 2017
24. Ads Without Profiles enables
advertisers to leverage Twitter’s
live canvas by running ads without
profiles in the same rich viewing
experience as regular Tweets.
So many donut flavors to try
@stansdonuts, can’t wait to try them all,
maybe today!
Ginette @ginettek • 20m
Home Notifications Messages MeExplore
4:12 PM
Got all my work done for the week, time
to get ready and packed for my weekend
trip #Vacation
Donna @donnat • 2m
Nothing beats espresso for two on
Valentine’s Day. Stop in on the 14th for
specials on our finest coffee.
The Barista Bar
Here’s my picks for the best restaurants
in the city, if you’re visiting the area you
definitely have to try these food.com/2a2
Alisha @alishak • 1m
Promoted
Profile image and
name not clickable
No @username is
clickable or in view
Retweets, replies,
and likes disabled
25. Dark tweets are advertising
posts that don’t appear on
your pages timeline – they are
only seen by users targeted
by the ad and still searchable.
This technique allows you to
minimize negative attention
from users seeking out your
brand on your profile.
26. increase in likelihood to
recommend a brand among
customers who got a reply
Get personal with customer service
Direct, personal replies are a powerful way to build
a connection with customers on Twitter, including
providing customer service through DMs
It’s also a great way to take the conversation
“offline” into a private forum when possible.
In some cases brands may not be able to respond
to every negative tweet so consider how to
broadcast your positive message at scale.
SOURCE | Applied Marketing Science for Twitter — Aggregated Customer Service Report, Jan - July 2016, compared to users who didn’t receive a reply
27. @TMobileHelp is a leader in
customer service on Twitter,
making DM conversations more
human and personal
28. consumers buy from brands
based on their social and
environmental impact
Focus on goodwill
Aligning with the causes that your
stakeholders care about is a powerful way to
rebuild goodwill in the aftermath of a crisis
SOURCE | Unilever Consumer Study
29. Delta Airlines shares their work with
the Red Cross during a 24-hour
Giving Day to help people in crisis
30. Best practice:
Crisis management begins before there is an issue.
Build momentum with an
always-on approach
Always-on campaigns outperform event-focused campaigns on Twitter by
building a steady drumbeat of touchpoint with clients. Adopting an always-
on strategy can accelerate your brand’s recovery and also increase your
ability to respond quickly should the opportunity present itself.
SOURCE | Entrepreneur March 4, 2017
Dianna
Intros - Thank you for braving this beautiful weather to be here today
This is our second iteration of Twitter x Advocacy
My name is Dianna and I am an AE on the political team here in DC. - we work with Issue advocacy groups, associations, nonprofits, and political entities
Crisis management is such a relevant topic at this present moment - I’m sure we can all think of 2-3 examples in the last month of brands that maybe didn’t execute the best crisis management strategy. However, Twitter is an essential tool to very successful crisis management.
Things happen
We’re here today to speak through how you can successful navigate a crisis with Twitter as your partner to do so. We’ll talk about some examples of our partners who have done just that!
We understand that Twitter is the place where news spreads fast - but as fast as it spreads is as fast as you can spread the right information and the information that you can control.
It’s going to break here so you have to be here to control it.
Twitter is what’s happening and is an essential tool to manage crisis management on Twitter - before, during, and after an issue arises
Dianna
Dianna
Pull from core story for this portion*
Twitter is where America goes to discover what’s happening because, especially in politics, because:
It is fast… the first to make the information available about what’s happening in the world, right now
Dianna
Twitter is where America goes to discover what’s happening because, especially in politics, because:
It is fast… the first to make the information available about what’s happening in the world, right now
It is public, making it a place where literally anyone can speak truth to power and have their voice be heard
Dianna
Twitter is where America goes to discover what’s happening because, especially in politics, because:
It is fast… the first to make the information available about what’s happening in the world, right now
It is public, making it a place where literally anyone can speak truth to power and have their voice be heard
It is a discovery engine where people want to see all points of view, including perspectives from outside their own bubble
Dianna
Twitter is where America goes to discover what’s happening because, especially in politics, because:
It is fast… the first to make the information available about what’s happening in the world, right now
It is public, making it a place where literally anyone can speak truth to power and have their voice be heard
It is a discovery engine where people want to see all points of view, including perspectives from outside their own bubble
It is conversational. Perhaps the most powerful thing about twitter is that the audience is connected to each other. Because we are live and public, Twitter is truly a conversational platform that drives discussion
Dianna
Jenna
Over the course of the last several years - we’ve really seen Twitter used exceptionally to manage a crisis
We can also stop and think about 2 or 3 disasters that have happened more recently - what we want to help you do is figure out how to avoid those
1. During breaking situations a lack of clarity can cause incorrect information to spread quickly across all media. Twitter is the fastest place to quickly and publicly frame the situation and disseminate the truth.
2. People on Twitter are receptive to brand messages and want to hear from you. In times of crisis, Tweeting can be the best way to inject your positive messaging into the conversation.
3. People who have friendly customer service interactions on Twitter are more likely to recommend the brand. Engaging customers quickly and directly mitigates crisis blowback and shapes positive brand perceptions.
4. And finally, seek advice. Crisis management requires integrating experts from multiple different functions in your organization - from comms to legal
Ford is a great example that really illustrates how quickly disseminating clarifying information and responses - both as a tweet / pinned tweet and as a 1:1 engagement.
Here, we can see that during a presidential debate, Ford was cited as an example of a company sending jobs abroad. Knowing that this would likely come up in advance, they were able to prepare for the potential situation with a creative infographic. As soon as they were mentioned on TV, they published an infographic setting the facts straight, and continued to respond to mentions / questions throughout the night with interested parties.
Using positive messaging on an ongoing basis - and using either potential crises or past experiences as insights to inform future strategy is very effective. Airbnb is a great example of this. Here they created a conversational ad unit encouraging audiences to share their #Accept message on Twitter. As a result, conversation shifted from negative to positive.
Finally, Twitter is the only social platform where you can engage directly, on a real-time 1:1 basis with your audiences - whether they are customers, members, members of congress, the White House, or the general public.
JetBlue is a best in class example of their use of Twitter for customer service and engagement following a past crisis experience due to weather. Since that incident, they have both announced a “Customer Bill of Rights” and made Twitter a core component to responding to questions, listening to complaints and resolving issues in real-time.
So to sum up, Twitter is key to protecting and strengthening your brand - not only in the midst of a crisis, but before and after as well.
There are some key steps that you can take to protect and strengthen your brand throughout your lifecycle on Twitter - as Jenna mentioned it’s key to be active before, during, and after a crisis. It does come across as inauthentic to respond to a negative event when you’ve previously not been engaging with your core audience.
These key steps will really help to buffer any potential issue and strengthen your presence on the Twitter platform especially in the case where this type of a crisis occurs.
Dianna to present 1- 3
Jenna to present 4-6
Dianna to present 7-8
Use people/humans to make an emotional connection
We’ll be showing you some examples of usage with these human connections - the point to be made here is that people really relate to other people
This helps both during a crisis as well as making connections with your audience at all times
We have a great quote here from Marc Andreessen - a venture capitalist and tech influencer.
The reason this quote is so important is because when you have such a powerful mechanism of communication, utilizing executives and influencers makes your brand all the more credible - especially in a moment of crisis. As we mention here - it shows that your organization is treating the situation with the seriousness the event demands.
Example from Tesla
We see this time and time again with companies like Apple/Tim Cook, CTA/Gary Shapiro, and even here at Twitter with Jack Dorsey who’s used Twitter to clarify his current stock investment with the company when it’s been incorrectly reported
https://www.entrepreneur.com/article/288743
Activating influencers/advocates for your organizations - we’ve looked at research that shows people trust influencers second to their own family/friends
It is very helpful if you have a partnership that you can leverage - again for credibility and trustworthiness in your users hearing from an outside party when they may not trust you as much should something go amiss.
When we look at Twitter overall, we always guide our partners to look at every format available to tell the full story of their brand.
When thinking through your preparation, management and mitigation of a crisis, the story is no different. And using immersive formats to re-affirm your brand values, voice and vision is incredibly effective to telling the full story of your brand. Whether you are thinking about a video to break down a complicated policy issue, creating a conversational ad to encourage conversation or leveraging the power of your existing messaging, thinking in a 360 degree view will tell the whole story of your brand - not just crisis related messaging
So here we have two great examples of partners who have leveraged a 360 degree view of storytelling.
Exxon Mobil aggregated positive news and messaging around their Be An Engineer campaign, highlighting their commitment to diversity and to future generations of engineers. By promoting a moment, they were able to showcase not only their point of view, but that of media, influencers, participants in the campaign and everyday users as well.
Budweiser, meanwhile, does a lot of work to encourage responsible drinking and standing up against drinking and driving. By using a conversational ad unit, they were able to get their message out and create organic conversation
https://www.entrepreneur.com/article/289903
Carrie, Gina, Nina on Content Planning -
A core component of Twitter advertising is ensuring you can control your message, and communicate the right messages to the right audiences and the right time. With that in mind, and in addition to 360 degree storytelling, using promoted products is important to
Twitter is an open platform, and we place high value on the diversity of our user’s point of view. That said, we know that particularly in crisis situations, you may not want your messages to be seen be available to all users. And with that in mind, we have a number of products that will allow you to get your message across to the parties who you need or want to see it, but avoid those from whom you may see blowback.
One such product that we know many of you have used in the past is Ads Without Profiles, which is a very effective ad unit both for coalitions and similar initiatives, and in times of crisis or sensitivity. Ads without profiles allows you to get your message out to target audiences and to give parties of relevance the opportunity to see your tweets / click through to further information.
However, the unit does not offer retweets, replies or likes, so as an organization, you will have high levels control over associated conversation.
As you all know, we also offer dark - aka promoted only - tweets that do not appear on your timeline, and will only be served to targeted users. The option allows you to minimize negative attention from users overall, but still encourage conversation and dialogue among those of relevance
Finally, using our direct messaging - or DM - experience will allow you to move conversations . Replies and conversation publicly can be a fantastic way to engage users; however, during a crisis, there may be issues or opportunities where resolving an issue privately will be more effective / allow you to work with those affected out of the public eye.
There are a number of options to use this tactic. In particular, responding to key stakeholders and media can minimize impact and control your message. And we also offer a promoted Direct Message bot. We’ve seen this used so effectively with partners like CTA, Starbucks and JetBlue, as shown previously, to create automated - yet still personalized - private conversations on a larger scale.
So, here is one quick example of a DM experience executed effectively. By getting in front of your audiences when they have an issue on a personal level, your clients, customers or others are more likely to have a positive association with your organization moving forward.
https://www.unilever.com/news/press-releases/2017/report-shows-a-third-of-consumers-prefer-sustainable-brands.html
We all know that everyone in here is involved with issue advocacy or a political organization
But in a moment of crisis - focus on the goodwill that you do - or a charity that you are involved with
Helps in the aftermath of a crisis - remember (especially in the millennial world) people focus on organizations that have a greater challenge/greater good - highlight the great things that you are doing for society
Not immediately after a crisis - but highlighting good things happening in your organization if that is true to your org.
We don’t want to be defined by the one negative event that occurred and this is a great way to shine some positive light on the organization
On #EarthDay, Apple rallied people with #AppsForEarth donations to the World Wildlife Fund for every app downloaded.
In a Brand Crisis, Should You Turn to Social Media Marketing or PR?
https://www.entrepreneur.com/article/289903
We talk about building momentum
It’s so important to be present and build up your credibility, audience, and presence before there’s any issue! This is why an always on strategy is so important.
Drives home exactly what we are saying - you have to be out there on Twitter before there’s even a problem - you can’t wait for the moment that there’s a crisis - manage proactively when there’s GOOD news before there’s a problem
If you are using Google Search - you should be using an always-on approach on Twitter
AirBnB did face backlash around diversity this year- and ran a campaign around acceptance - but it didn’t start here….
What they learned from their experience was the importance of running an always-on strategy that drives home their mission and their message in the marketplace on a consistent basis and ensures trust amongst their current and potential customers.
If you are using google search on a consistent basis -you should be using Twitter in the same way**
