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Klenk & Hoursch 1
Social Media Crisis Training
 interactive, realistic, safe
Executives in. D. Edelman, McKinsey
Klenk & Hoursch 2
Uwe Wache, Managing
Board
Nobody likes crises.
Neither in Facebook nor in
the New York Times.
However: The Social Web
has its own rules.
Realistic training in a safe
environment keeps your
business one step ahead.
Klenk & Hoursch 3
 Analyze and assess critical
situations (crisis) in the social web,
identify and take appropriate
courses of action
 Train channel-specific
communication in realtime (e.g.
Social Networks, Video, Blogs)
 Optimize processes, procedures
and decision-making within crisis
situations (under pressure)
 Reduce the fear of contact and
foster a better understanding for
the characteristics of the social
web
Training Objectives
What you will learn
Klenk & Hoursch 4
Our Trainings
Prepare your team for the real thing
1: Crisis90: Crisis exercise for small teams, new team
members or specific issues or channels, on-site or remote
training
 90 Minutes training; along pre-defined escalation steps; no real-
time training; decelerated
2: (Social Media) Crisis Training*: Stress test for crisis
management teams, with on-site support by an experienced
trainer, supported by a back-office team
 Social Media Crisis Training: Two- to four-hour training with the
Social Media Team based on the secure online platform Social
Simulator
 General Crisis Training: Four- to six-hour training session
involving all responsible functions within the organization, Social
Media is one part (Social Simulator)
*Both Crisis Trainings can be realized in two training modes:
 Basic: Discuss escalation levels during the exercise, feedback from the
trainer during the training (breaks) / decelerated
 Advanced: no breaks, escalation levels within the training, feedback after
training); stress test in real-time
Klenk & Hoursch 5
 Crisis90 allows teams to train in a
very compact training format and
without the intensity and pressure
of a full scale simulation
 Participating teams are taken
through a crisis scenario step-by-
step; the content and format is pre-
defined in advance of the session
 At each stage, participants can
review and compare their
responses on-screen with other
teams; receiving instant reaction
and feedback
Crisis90
Crisis exercise
Klenk & Hoursch 6
(Social Media) Crisis Training
Stress test
Stress test for the social media team or the whole
crisis management team with escalation levels
 Social Media Crisis Training: Involving the
Social Media team
 General Crisis Training: Involving external
communications (simulation of classic media f.e.
journalists calls and mails, simulation of Social
Media on Social Simulator), internal
communications, investor relations
All Social Media Communication is based on a
secure online platform
 Dashboard including a newsfeed (simulate
relevant News Channels in real-time during the
training) gives an overview of all Platforms
 Facebook, Twitter, LinkedIn: Realistic (look-
alike) pages, pre-filled with content and used for
interaction during the training
 Website: Can be used for corporate news
during the training
Klenk & Hoursch 7
(Social Media) Crisis Training
This is how it works (typically)
Feedback session
with all participants
Crisis trainings
with escalation levelsPreperation
Select and prepare
crisis scenario
Brief participants
Setup plattform
Follow-up
Written feedback on
learnings /
recommendations
regarding potentials to
further optimize the
crisis perparedness
level
2 to 6 hours
Klenk & Hoursch 8
 Select and develop a customized
and realistic crisis scenario
 Define learning objectives and
training focus for the crisis team
 Brief training participants:
agenda, short introduction to the
training and on the technical setup
 Prepare content for the training
platform and perform technical
setup
Preperation
4 to 6 weeks before the training
Klenk & Hoursch 9
Execution
Half-day (Social Media) Crisis Training
 Introduction to the training platform
30 minutes
 Crisis simulation with separate alert
levels up to 240 minutes
 On-side Feedback by the trainer
30 minutes
 Conference Call with all participants
regarding the essential learnings and
To-Dos
30 minutes
*exemplary
Klenk & Hoursch 10
Follow-up
Further Optimizing the Crisis Readiness
Following the training, you will receive a written
assessment:
 (Photo)Documentation of the created
content (social media channels), including
the respective reaction / interactions
 Feedback on the procedure and the
performance of the involved team(s)
 Optimization potential in terms of
processes, tools and responsibilities
 Recommendation on the most important To-
Dos (e.g. documents, decision-making, role
allocation)
Klenk & Hoursch 11
PROI Worldwide
Klenk & Hoursch is an exclusive partner of
PROI Worldwide, the largest global network of
leading, independently owned PR and
marketing agencies, http://www.proi.com/Public/
With more than 100 offices in 50 countries on
six continents, PROI agencies are the leading
independents in their markets with more than
4,400 customers and an annual net fee income
exceeding US$525 million.
Together, PROI Partners cover all major
economic regions and combine their local
knowledge to deliver global results by
understanding the demands facing clients and
the importance of return on investment.
Our global network
Klenk & Hoursch 12
Visit our Website or follow us on LinkedIn
Klenk & Hoursch 13
Klenk & Hoursch AG
Corporate & Brand Communications
Office Frankfurt
Walther-von-Cronberg-Platz 2
D-60594 Frankfurt am Main
Phone +49 69 719168-0
Fax +49 69 719168-28
www.klenkhoursch.de/home_en.html
Office Munich
Prinzregentenstrasse 64
D-81675 Munich
Phone +49 89 4702771-0
Fax +49 89 4702771-28
Office Hamburg
Kampstrae 15
D-20357 Hamburg
Phone +49 40 5896678-71
Fax +49 40 5896678-77
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Social Media Crisis Training (english)

  • 1. Klenk & Hoursch 1 Social Media Crisis Training interactive, realistic, safe Executives in. D. Edelman, McKinsey
  • 2. Klenk & Hoursch 2 Uwe Wache, Managing Board Nobody likes crises. Neither in Facebook nor in the New York Times. However: The Social Web has its own rules. Realistic training in a safe environment keeps your business one step ahead.
  • 3. Klenk & Hoursch 3 Analyze and assess critical situations (crisis) in the social web, identify and take appropriate courses of action Train channel-specific communication in realtime (e.g. Social Networks, Video, Blogs) Optimize processes, procedures and decision-making within crisis situations (under pressure) Reduce the fear of contact and foster a better understanding for the characteristics of the social web Training Objectives What you will learn
  • 4. Klenk & Hoursch 4 Our Trainings Prepare your team for the real thing 1: Crisis90: Crisis exercise for small teams, new team members or specific issues or channels, on-site or remote training 90 Minutes training; along pre-defined escalation steps; no real- time training; decelerated 2: (Social Media) Crisis Training*: Stress test for crisis management teams, with on-site support by an experienced trainer, supported by a back-office team Social Media Crisis Training: Two- to four-hour training with the Social Media Team based on the secure online platform Social Simulator General Crisis Training: Four- to six-hour training session involving all responsible functions within the organization, Social Media is one part (Social Simulator) *Both Crisis Trainings can be realized in two training modes: Basic: Discuss escalation levels during the exercise, feedback from the trainer during the training (breaks) / decelerated Advanced: no breaks, escalation levels within the training, feedback after training); stress test in real-time
  • 5. Klenk & Hoursch 5 Crisis90 allows teams to train in a very compact training format and without the intensity and pressure of a full scale simulation Participating teams are taken through a crisis scenario step-by- step; the content and format is pre- defined in advance of the session At each stage, participants can review and compare their responses on-screen with other teams; receiving instant reaction and feedback Crisis90 Crisis exercise
  • 6. Klenk & Hoursch 6 (Social Media) Crisis Training Stress test Stress test for the social media team or the whole crisis management team with escalation levels Social Media Crisis Training: Involving the Social Media team General Crisis Training: Involving external communications (simulation of classic media f.e. journalists calls and mails, simulation of Social Media on Social Simulator), internal communications, investor relations All Social Media Communication is based on a secure online platform Dashboard including a newsfeed (simulate relevant News Channels in real-time during the training) gives an overview of all Platforms Facebook, Twitter, LinkedIn: Realistic (look- alike) pages, pre-filled with content and used for interaction during the training Website: Can be used for corporate news during the training
  • 7. Klenk & Hoursch 7 (Social Media) Crisis Training This is how it works (typically) Feedback session with all participants Crisis trainings with escalation levelsPreperation Select and prepare crisis scenario Brief participants Setup plattform Follow-up Written feedback on learnings / recommendations regarding potentials to further optimize the crisis perparedness level 2 to 6 hours
  • 8. Klenk & Hoursch 8 Select and develop a customized and realistic crisis scenario Define learning objectives and training focus for the crisis team Brief training participants: agenda, short introduction to the training and on the technical setup Prepare content for the training platform and perform technical setup Preperation 4 to 6 weeks before the training
  • 9. Klenk & Hoursch 9 Execution Half-day (Social Media) Crisis Training Introduction to the training platform 30 minutes Crisis simulation with separate alert levels up to 240 minutes On-side Feedback by the trainer 30 minutes Conference Call with all participants regarding the essential learnings and To-Dos 30 minutes *exemplary
  • 10. Klenk & Hoursch 10 Follow-up Further Optimizing the Crisis Readiness Following the training, you will receive a written assessment: (Photo)Documentation of the created content (social media channels), including the respective reaction / interactions Feedback on the procedure and the performance of the involved team(s) Optimization potential in terms of processes, tools and responsibilities Recommendation on the most important To- Dos (e.g. documents, decision-making, role allocation)
  • 11. Klenk & Hoursch 11 PROI Worldwide Klenk & Hoursch is an exclusive partner of PROI Worldwide, the largest global network of leading, independently owned PR and marketing agencies, http://www.proi.com/Public/ With more than 100 offices in 50 countries on six continents, PROI agencies are the leading independents in their markets with more than 4,400 customers and an annual net fee income exceeding US$525 million. Together, PROI Partners cover all major economic regions and combine their local knowledge to deliver global results by understanding the demands facing clients and the importance of return on investment. Our global network
  • 12. Klenk & Hoursch 12 Visit our Website or follow us on LinkedIn
  • 13. Klenk & Hoursch 13 Klenk & Hoursch AG Corporate & Brand Communications Office Frankfurt Walther-von-Cronberg-Platz 2 D-60594 Frankfurt am Main Phone +49 69 719168-0 Fax +49 69 719168-28 www.klenkhoursch.de/home_en.html Office Munich Prinzregentenstrasse 64 D-81675 Munich Phone +49 89 4702771-0 Fax +49 89 4702771-28 Office Hamburg Kampstrae 15 D-20357 Hamburg Phone +49 40 5896678-71 Fax +49 40 5896678-77

Editor's Notes

  • #4: Bild: Person am PC / 端ber die Schulter / Facebook und Twitter offen