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Crisis Management

Outage Outrage
by

Bath Road

on 12 September 2014

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Transcript of Crisis Management

"Leave" and "leaving" were used twice as often in July.

People mentioned "contracts" much more (2.3%) in October compared to 0.9% in July
Why listen to me?
The morning of 11th July
Within 15 minutes
RESULTS AND IMPACT
885k fans
193k followers
110k followers
70k Unique Readers a month
NICOLA GREEN

Director of Communications and Reputation

Telefónica UK

@o2

@cola_green
The Calm
The Crisis...
The Storm
Outage Outrage
BUT
The Process
Appoint lead
Form team
Within 30 minutes
Draft holding
Begin acknowledgement
Mirror for press
Hold...
3 Stages of Engagement
ACKNOWLEDGE
RESPOND
PRIMARY POINT OF FAILURE
AND YOUR OPPORTUNITY
ANSWER
Battle Plan
Influencing in a Crisis
Campaigning
(pre-event)
Director of Communications and Reputation
PR
(event)
Press Office
(post-event)
Social Media
What we did
Channels
We knew which channels would carry
which message best:
Blog - longer-form explanation
Twitter - real-time interactions/updates
Volume
High volumes of identical responses to identical
complaints were rapid and added little value (aside from being too many):
Authenticity of concern was paramount: be direct, personalise, firefight, rise above it
Never lose sight of the issue WE created
Matched humour with humour
Matched severity with severity
TURNING A CRISIS
INTO AN OPPORTUNITY

Don't give up.
Support will come...
"Impressed by @O2 with the compensation for last weeks issues"
"Haha so I didn't lose any signal with O2 last week yet they're still giving me 10% off my bill and £10 on priority moments #win"
Legacy
Outage Outrage
Following through on promises
We followed-through with our open, honest approach
We made commitments from the very TOP
And we went the extra mile, and then a bit more
Our Facebook compensation
announcement generated :
3,134 likes
469 shares
973 comments
The press coverage of our goodwill
offer was also met postively
180+ pieces of coverage
82% strongly favourable
90 proactive media statements sent
Major National and Online spread
Four 4 learnings:
1. Teamwork
2. Keep the communication up
3. Understand who owns which content platform
4. Plan for the unexpected


WE COULD ONLY MANAGE OUR CRISIS EFFECTIVELY BECAUSE WE HAD BUILT UP A COMMUNITY OF FOLLOWERS.
Balance - Don't oversell
HOW WE BUILT A COMMUNITY
Branded content resonates with audience
We act according to self image.
Knowing when to reach out to customers
We are creatures of habit.
We need to feel empowered to take action.
Thought leadership
The opinions of others matter.
Entertain and amuse
Time and transparency
It wasn't just social that was going crazy...
360 calls came into the press office
over the two days of the outage (versus
BAU of around 15 over two days) which
generated 400 press articles.
The evening of 11th July




Faced with crisis, the man of character falls back on himself. He imposes his own stamp of action, takes responsibility for it, makes it his own.


Charles de Gaulle






Thank you.
With...
Full transcript