You are on page 1of 32

Surviving a Brand Crisis

Sept 12, 2017


#NetBaseWebinar
Todays Speaker

Mike Baglietto,
Global Director, Product Marketing,
NetBase Solutions

#NetBaseWebinar
NetBase Social Media Analytics

TRUSTED BY THE WORLDS


TOP BRANDS.
NetBase helps them analyze millions of social media
posts, process real-time data, and support every
facet of business.

#NetBaseWebinar
NetBase LIVE!
Consider This

#NetBaseWebinar
Case Study: Volkswagen Emissions Scandal

Sept 18, 2015

54K Tweets

The Next Week

1.3M Tweets
(8K/hour)

100K/day

#NetBaseWebinar
Todays Reality

#NetBaseWebinar
How Can Social Listening Help?

Conv ersation v olume


Share of Buzz/Voice
Net Sentiment
Brand Passion
Competitiv e Intelligence

Understand Consumers
Opinions
Emotions
Behaviors
Themes

#NetBaseWebinar
Anatomy of a Social Post

Emotions Behaviors Attributes

Gender
Influence
Love my new iPhone. Im using the iTunes app to stream
the new Taylor Swift Album. Thanks apple! #itunes Sentiment
Source
Location
People Brands Hashtags

#NetBaseWebinar
Understand the Context Around the Conversation

1. Volume 2. Sentiment 3. Who is Talking


What is the impact of the Are attitudes in line Who is driving the
conversation? with other issues? conversation?
Reach
Net S entiment
Issue Industry Volume
-10 -30 -40

50 25 5
Influence

How big is the How strongly do people Where is conversation


conversation in relation to feel? happening?
others? Previous
Previous Type Popular
Issue Issue

Parallel Parallel
Issue Issue

#NetBaseWebinar
#NetBaseWebinar
E. Coli Outbreak Hits Chipotle Hard

Oct 2015: 52 people sickened


across nine states

Nov 2015: Temporary closing of 43


stores in Washington and Oregon

Dec 2015: Boston outbreak

Feb 8, 2016: Chipotle shutdown for


Food Safety training

#NetBaseWebinar
N E T S ENTIMENT: 60
Net Sentiment is a score from -
100 to 100 indicating the overall
sentiment expressed by the
mentions of a given subject.

PAS S ION INTENS ITY: 58


A score (0-100) that expresses
the ratio of strong emotions (such
as love and hate) to all emotions
expressed about the brand.

#NetBaseWebinar
Chipotle Brand Passion

Brand Passion declines with E. coli concerns


PAS S ION INTENS ITY
80 A score (0-100) that expresses
HATE LOVE the ratio of strong emotions (such
70 as love and hate) to all emotions
expressed about the brand.
Chipotle
Passion Intensity

60 Chipotle
Chipotle 3Q15
1Q16
4Q15 Chipotle Passion Intensity
50
1Q16 57
40
4Q15 55
30
DISLIKE LIKE 3Q15 61
0 10 20 30 40 50 60 70 80 90

Net Sentiment

#NetBaseWebinar
Chipotle Stock Reflective of Brand Reputation

3Q15 4Q15 1Q16


Brand Passion: 61 Brand Passion: 55 Brand Passion: 57
Net Sentiment: 64 Net Sentiment: 49 Net Sentiment: 47

#NetBaseWebinar
Chipotle Conversation Trends

11/1 - 43 2/8 - 4 Hour


Res taurants S hutdown @ All
4/26- C hipotle Temporarily C los e S tores
delivery s pikes
convers ation

#NetBaseWebinar
Outbreak Impact on Brand Conversation

Outbreak Conversation:
Mentions: 750k
Net Sentiment: -20

1 2 /7- 8 - B o s to n
C o lleg e B a s ketba ll
tea m fa lls ill
11/1 - 43 S to res
Tem po ra rily C lo s ing

3 /8 - B o s to n wo rkers fall ill


N etB a s e A lerted 24 H o urs
B efo re P res s C o vera g e

#NetBaseWebinar
Understanding Consumer Concerns

Top Emotions Top Hashtags

#NetBaseWebinar
Chipotle Raincheck February 8 th Closures

Nationwide shutdown for 4 hours

Reason: Food safety briefing for all


employees

Consumers were able to tap into


briefing through Twitter & Periscope

#NetBaseWebinar
Chipotle Raincheck Response

95% of conversation occurring on


Earned channels

2B Impressions from Earned Media

#NetBaseWebinar
Determine How and Whether to Respond

Once an issue begins to escalate, time is of the essence. Having a


repeatable framework for issue analysis helps to determine:

How big is the issue? relative to the brand and versus previous issues
How quickly is the issue growing/dissipating?
How are people discussing the issue? conversation what
terms/hashtags, emotions, and language is being used to describe
the issue
Who is talking and where? Audience characteristics, influencers and
known detractors

#NetBaseWebinar
Case Study: Pepsi Resistance Ad Campaign

#NetBaseWebinar
Case Study: Aunt Jemima Waffle Recall

Waffle Recall
Significant increase in mention volume
Significant drop in brand sentiment

#NetBaseWebinar
Where is the Conversation Happening? Who are the Influencers?

#NetBaseWebinar
Who is Affected? Who is Sharing?

#NetBaseWebinar
What Are They Sharing?

#NetBaseWebinar
Issue Lifecycle

#NetBaseWebinar
Best Practices for Managing A Social Crisis

Monitor your for sudden spikes in conversation


Track known conversations that may be
flaring up
Develop benchmarks to understand severity
of emerging conversations
Create a robust alerting suite for leading
indicators and analysis
Build a crisis response plan with clearly
defined responsibilities

#NetBaseWebinar
Implement A Robust Alerting Framework

Any Mention Alerts


For known issues or issue triggers

Any Metric Alerts


# of posts, impressions, sentiment, passion
intensity, negative comments, etc.

Triggered Alerts
Uncover unexpected spikes by comparing
actual vs. expected (historical) activity

#NetBaseWebinar
Whew Its Over. What now?

Dont forget to measure!


Before, During & After
Time to response
Reduction in volume (by sentiment &passion + amongst audiences)
Longitudinal audience analysis + sentiment before/after
Those who forget the past are bound to repeat it
Add issues to your benchmarking analysis
Are there new thresholds?

Could we improve our process?

Do we need new alerts?

#NetBaseWebinar
THANK YOU!

https://www.netbaselive.com/
30% OFF use code: NBLIVE-AdWeek-30
Q&A

#NetBaseWebinar