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Social Media: Gasoline or Water during a crisis?

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Presentation on the impact of Social Media on Crisis Communication, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp

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Social Media: Gasoline or Water during a crisis?

  1. 1. Social media:Gasoline or water during a crisis?Julie Rosendal, PR & Communications Manager, Dell Denmark@julieratDell#SMWcommsDell Global Marketing
  2. 2. Crisis Communications 101 Crises happen explosively but are resolved incrementally Global Marketing
  3. 3. Crisis Communications 101 A crisis requires: • Prompt, incremental response • Quickly-defined roles and responsibilities Global Marketing
  4. 4. Historically, acompany hasbeen able todirect theconversation andmessaging arounda crisis. Notanymore… Global Marketing
  5. 5. Social mediaallows theaudience todirect the story Global Marketing
  6. 6. Comparing crises Then Now 2010 Oil Spill 1989 Oil Spill Estimated 4x oil spilled Reputation management efforts Brand hijacked via social media limited primarily to broadcast Lack of social media preparedness and print media Misalignment: advertising and reality Unfortunately for ExxonMobil it returned to media spotlight 21 years after its crisis Global Marketing
  7. 7. Journalists are Using Social Media Journalists consult blogs for story ideas, angles and insights: Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue 70% of reporters check a blog list on a regular basis 21% of reporters spend over an hour per day reading blogs 57% of reporters read blogs at least two to three times a week Journalists are getting more savvy, not only utilizing social media, but as participants: 16% have their own social networking page 48% say they are “lurkers” – in that they read but rarely comment on blogs 4 out of 5 journalists say they read blogs at least two to three times a week Almost 30% have their own blogBrodeur and MarketWire7 Global Marketing
  8. 8. Social media: Gasoline or water during a crisis8 Global Marketing
  9. 9. “The social webamplifies ouropportunity to listenand learn and investourselves in two-waydialogue, enabling usto become a bettercompany with moreto offer the peoplewho depend on us.” – Michael Dell Global Marketing
  10. 10. Over six years of social media experience Altimeter March 2008 June 2009 Dell February 2007 recognized Dell Accepted Solutions Global Twitter with “Open namedFebruary 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No. A voting based site allowing for Innovation andMichael Dell asked Dell France begins Online May 2008 $6.5 M 1 most customers and others to Community Outreach Execution”Why don‖ we reach out and help t submit ideas for Dell. Dell Outlet achieved socialbloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand Michael Dell quoted in Business March December 2006 Week 2010 Ratings and In response to Jeff Jarvis question around Dell whether companies want to be part of the January 2009 joins reviews launched online conversation: ”My argument is you December 2010 Dell Organizes June 2009 Sina on Dell.com absolutely do. You can learn from them. You Social Media can improve your reaction time. And you can into four $2M+ Sales Weibo Listening be a better company by listening and being customer via Twitter in Command involved in that conversation.” focused China Center launched business units 2006 2007 2008 2009 2010 2011 Social Media & July 2006 Direct2Dell Community June 2007 2009 University (SMaC U) launched Today Direct2Dell exists in English, Dell joined Twitter June 2008 Dell TechCenter launched Spanish, Norwegian, Channel 5,000 team Japanese and Chinese. EmployeeStorm January Spring 2009 members trained by 6 Awards for the Social blog December launched 2008 Members of end of year Media Listening launched 2009 Internal Blogs Launched Dell aligns Community Command Center Huffington January 2007 for Employees. organization and Post Blog StudioDell launched November 2007 for success Conversations B2B pages on Dell‖ video and podcast site, with s DellShares deployed FacebookAugust 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launchedtech Support customers, and Cloud In-person events for vocal Computing. online customers 10
  11. 11. Listen, Learn, Engage & ActDell’s Social Media Listening Command Center 25,000 posts a day Global Marketing
  12. 12. Social media listening • Social Outreach Service (SOS):• Listening Command Center: • @DellCares team engaging 1,000+ • Accountable for the timely and customers per week accurate resolution and public • Positive impact on customer response for high severity issues satisfaction: 35 percent • Global Listening across 11 conversion of demoters to languages and all Business Units promoters • Monitoring 25,000 conversations • Negative sentiment on FB wall about Dell each day from 27 % to 13 % in few months• What does it give us? • Intelligence across the business • Actionable insights • Incident monitoring • Knowledge about our customers Global Marketing
  13. 13. Empowering employees: Social Media &Community University Policy Principles Governance Training & tools13 Confidential Global Marketing
  14. 14. Customers inneed are criticalopportunitiesSocial Mediagives them voice& you…Opportunities14 Global Marketing
  15. 15. Front Runner or Big Brother? Global Marketing
  16. 16. Crisis time is too late to build the footprint Global Marketing
  17. 17. Addressing futurecrisis is all abouthaving a planand engagingcontinually withour customerbase Global Marketing
  18. 18. Make Sure You Can AnswerThese Questions… Where do your customers and prospects spend time online? What are they saying about your brand, products, industry and competitors? Who are the digital influencers in your industry? How would you learn about a crisis that is developing online? How quickly would you be alerted? How would you rapidly communicate with your customers if a crisis escalated online?18 Global Marketing
  19. 19. Thank you!Julie Rosendal, PR & Communications Manager, Dell Denmark@julieratDell#SMWcommsDell Global Marketing