66-crisis-playbook

name	66-crisis-playbook
description	Dung khi thuong hieu DANG bi tan cong hoac campaign gay phan ung xau — phan loai 5 cap L1 den L5, quy trinh 4 gio dau, template phan hoi tung tinh huong, ai duoc phat ngon, danh sach TUYET DOI khong lam va post-mortem sau khung hoang. Kich hoat khi user nhac 'khung hoang truyen thong', 'crisis', 'bi bao xau', 'review 1 sao lan rong', 'content gay phan ung', 'khach to tren mang', 'dang bi tay chay', 'phai xin loi the nao'. Khong dung cho — theo doi va canh bao som khi chua co su co thi dung skill 15-social-listening; campaign kem ve so lieu chu khong phai su co thi dung skill 03-danh-gia-hieu-suat; tong ket bai hoc sau khi da yen thi dung skill 63-campaign-retrospective.
metadata	{"version":"1.0.1","category":"operations"}
license	MIT
triggers	["xu ly khung hoang","crisis playbook","campaign dang fail","content gay phan ung tieu cuc","review xau lan rong","brand bi tan cong","complaint viral","khung hoang truyen thong"]
output	File .md — phan loai crisis, response plan theo gio, ai lam gi, noi gi va khong noi gi, escalation matrix, post-mortem
related	["15-social-listening","03-danh-gia-hieu-suat","63-campaign-retrospective","07-bao-cao-marketing","62-marketing-review"]

Crisis Playbook

Khung hoang den bat ngo — playbook phai co san truoc khi can dung. Ba quy tac goc: (1) khong phan ung khi chua du thong tin, phan lon crisis trong te hon thuc te trong 30 phut dau; (2) khong im lang qua 4 gio voi crisis dang lan, im lang bi hieu la thua nhan; (3) xu ly dung la co hoi xay trust, xu ly sai la mat trust vinh vien.

Thu thap thong tin

Doc 15-social-listening report neu co (phat hien som). Truoc khi lam bat cu gi, tra loi 4 cau:

1. Crisis loai gi? Doi chieu bang phan loai L1-L5 ben duoi.
2. Toc do lan? 10 nguoi biet hay 10.000 nguoi? Dang o mot kenh hay da nhay kenh?
3. Nguon goc tu dau? Mot khach hang khong hai long, KOL/influencer, doi thu, hay bao chi?
4. Su that la gi? Fact nao dang bi tranh cai, minh co bang chung khong, va co du thong tin de phan hoi chua?

Neu chua du thong tin: cong bo mot cau ngan xac nhan dang kiem tra, va hen gio cap nhat cu the. Khong im lang, cung khong phan hoi voi tin chua kiem chung.

Nguyen tac

1. Assess truoc, react sau. Danh 30-60 phut dieu tra con hon phan hoi sai trong 5 phut.
2. Khong im lang qua 4 gio voi crisis dang lan.
3. Khong xoa comment tieu cuc chinh dang (tru spam/hate speech ro rang) — xoa lam crisis nang them.
4. Khong tranh cai cong khai. Keo nguoi complaint vao kenh rieng de xu ly.
5. Khong phan hoi khi dang cam xuc. Viet nhap, cho 30 phut, doc lai, roi gui.
6. Khong hua dieu chua chac lam duoc, khong noi giam su that.
7. L3 tro len bat buoc bao leader, khong tu xu ly.

Phan loai crisis

Cap	Loai	Vi du	Do uu tien	Thoi gian phan hoi
L1	Operational — campaign/he thong loi, KPI miss nang	Ads khong chay, landing page down, tracking hong	High	2-4 gio
L2	Content — noi dung sai su that, vo y gay hieu lam	Caption gay hieu nham, so lieu sai, hinh anh khong phu hop	High	2-4 gio
L3	Reputation — complaint khach hang lan rong	Review 1 sao viral, bai boc phot	Critical	1-2 gio