Krisenkommunikation für Marken

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</div> <div class="comp-wrapper nav-contextual-mobile"> <div class="comp-container"> <ul class="back-main"> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="ressourcen-und-leitf-den"> <i class="icon-navigation_side_back_arrow_mobile"></i> <span>Ressourcen und Leitfäden</span> </a> </li> </ul> <ul> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources/twitter-marketing-calendar.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="twitter-marketingkalender-2020"> Twitter Marketingkalender 2020 </a> </li> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources/video.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="videoressourcen"> Videoressourcen </a> </li> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources/agency-playbook.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="playbook-f-r-agenturen"> Playbook für Agenturen </a> </li> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources/agency.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="twitter-ads-f-r-agenturen"> Twitter Ads für Agenturen </a> </li> <li class="current"> <a href="/web/20200607171022/https://business.twitter.com/de/resources/crisis-communication-for-brands.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="krisenkommunikation-f-r-marken"> Krisenkommunikation für Marken <div class="arrow-down"> <i aria-hidden="true" class="icon-navigation_down_arrow"></i> <span class="screen-reader">Abwärtspfeil</span> </div> </a> </li> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources/blog.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="hilfreiche-artikel"> Hilfreiche Artikel </a> </li> <li> <a href="/web/20200607171022/https://business.twitter.com/de/resources/success-stories.html" class="twtr-scribe-clicks" data-twtr-scribe-section="u08-mobile-nav" data-twtr-scribe-element="JL08" data-twtr-scribe-component="erfolgsgeschichten"> Erfolgsgeschichten </a> </li> </ul> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-1"> </div> <div class="col col-10"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="QM4L"> <h2><b>Markenkommunikationen während des COVID-19-Ausbruchs</b></h2> <p>Angesichts des weltweiten Ausbruchs von COVID-19 finden wir uns alle in einer neuen Realität wieder, in der wir uns unsere Äußerungen gut überlegen müssen. Twitter ist eine Plattform, die eine erhebliche Rolle bei der Krisenkommunikation spielt, und kann für dich in Zeiten wie diesen ein leistungsstarkes Hilfsmittel bei der Kommunikation mit deinen Kunden, deinen Mitarbeitern und dem breiteren Ökosystem sein. Sieh dir dazu die folgenden Ratschläge an.</p> <p>Beachte bitte, dass dies keine „Marketing-Gelegenheit“ ist, aus der du Profit schlagen darfst. Marken sollten Gesundheitskrisen nicht auf opportunistische Weise für sich ausnutzen.</p> </div> </div> </div> <div class="col col-1"> </div> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-6"> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image img background contain"> <div class="img-container"> <div class="img-container-inner " style="background-image: url(https://web.archive.org/web/20200607171022im_/https://cdn.cms-twdigitalassets.com/content/business-twitter/de/resources/crisis-communication-for-brands/jcr:content/par/c01_column_33599180/col1/c09_small_module.img.500.medium.1586226200975.png);"> </div> </div> <div class="copy-container"> <h4>Alle 45 Millisekunden gibt es einen neuen Tweet zu COVID-19*</h4> <div class="copy-inner"> </div> </div> </div> </div> </div> <div class="col col-6"> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image img background contain"> <div class="img-container"> <div class="img-container-inner " style="background-image: url(https://web.archive.org/web/20200607171022im_/https://cdn.cms-twdigitalassets.com/content/business-twitter/de/resources/crisis-communication-for-brands/jcr:content/par/c01_column_33599180/col2/c09_small_module_cop.img.500.medium.1586226199252.png);"> </div> </div> <div class="copy-container"> <h4>#Coronavirus ist nun das zweihäufigste Hashtag des Jahres 2020*</h4> <div class="copy-inner"> </div> </div> </div> </div> </div> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-1"> </div> <div class="col col-10"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="3UK6"> <h3><b>Best Practices zum Twittern</b></h3> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-6"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="UGA9"> <ul> <li><p><b>Stimme deine Antwort individuell ab<br/> </b>Es ist zwar hilfreich zu sehen, was andere Marken tun, aber dies ist nicht der richtige Zeitpunkt, einen Ansatz einfach zu kopieren. Überleg dir, welche besondere Rolle dein Unternehmen im Leben der Menschen spielt, wie sich das vielleicht verändert hat und wie du während dieser Krise helfen oder dich nützlich machen kannst. </p> </li> </ul> <ul> <li><p><b>Finde Content für mögliche Kundenbedürfnisse<br/> </b>Zieh die Anforderungen und Interessen deiner Kunden in Erwägung. Welche Art von Content wäre für sie von Vorteil und/oder würde einen sinnvolleren Feed ergeben? Hier sind ein paar Möglichkeiten, die wir identifiziert haben:</p> <ul> <li>Kundensupport und -service, besonders wenn du in einer Branche arbeitest, die von den Ereignissen stark betroffen ist (Fluggesellschaft, Gastgewerbe, Tourismus)</li> <li>Positive Einstellung</li> <li>Gemeinschaft</li> <li>Ablenkung und Humor</li> </ul> </li> </ul> <ul> <li><p><b>Bleib auf dem Laufenden<br/> </b>Nur wenn du stets über die neuesten Entwicklungen informiert bleibst, kannst du sicher sein, dass du den Kontext verstehst, in dem du twitterst – und in dem auch deine Kunden twittern. Was gestern noch wie ein guter Beitrag erschien, wäre heute vielleicht schon nicht mehr angemessen.</p> </li> </ul> <ul> <li><p><b>Suche Gelegenheiten, mit gutem Beispiel voranzugehen<br/> </b>Unternehmen suchen bei anderen Unternehmen Orientierung. Da bietet sich für alle die Gelegenheit, einen neuen Standard zu setzen und einander mit ihren Reaktionen zu inspirieren.</p> </li> </ul> </div> </div> </div> <div class="col col-6"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="FTZK"> <ul> <li><p><b>Teile (glaubwürdige) Erkenntnisse<br/> </b>Hast du ein gutes Beispiel gefunden, oder etwas Glaubwürdiges und Wichtiges, das du teilen möchtest? Ein Retweet ist eine gute Möglichkeit, die Botschaft an deine Zielgruppe weiterzugeben. Wir haben gesehen, dass verifizierte Nutzer auf Twitter mit 2,4 Mal höherer Wahrscheinlichkeit an Unterhaltungen zu COVID-19 teilnehmen als nicht verifizierte Nutzer, und 75 % der Tweets zu COVID-19 sind eigentlich Retweets*.</p> </li> </ul> <ul> <li><p><b>Hast du etwas Wesentliches beizutragen?<br/> </b>Schalte dich nicht nur in die Unterhaltung ein, weil du gern dabei sein möchtest. </p> </li> </ul> <ul> <li><p><b>Wähle den richtigen Ton mit Bedacht<br/> </b>Ebenso wie Menschen ihren Ton an den Kontext anpassen, sollten das auch Marken tun. Jetzt solltest du dich wohl besser nicht schnippisch oder sarkastisch äußern. Aber Einfühlungsvermögen, Verständnis, Ehrlichkeit und sogar unbeschwerter Humor können Stress und Spannung unter deiner Zielgruppe abbauen. Hör gut zu, um herauszufinden, was für deine Marke richtig ist. </p> </li> </ul> <ul> <li><p><b>Stell dich auf Veränderungen im Verhalten deiner Kunden ein<br/> </b>Viele Menschen werden gebeten, sich in Selbstisolation zu begeben oder zu Hause zu bleiben. Da gibt es eine Reihe von Verhaltensänderungen, die sich auf ihre Anforderungen sowie auf die Art und Weise auswirken können, wie sie mit deinem Unternehmen interagieren. Du kannst in den kommenden Wochen eine Verlagerung hin zu E-Commerce und Live-Streaming erwarten. </p> </li> </ul> <ul> <li><p><b>Sei authentisch <br/> </b>Du solltest jetzt nicht heimlich versuchen, Profit aus der Situation zu schlagen, oder schwungvolle Versprechungen machen.</p> </li> </ul> </div> </div> </div> </div> </div> </div> </div> <div class="col col-1"> </div> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-1"> </div> <div class="col col-10"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="VHMG"> <h3><b>Twitter Tools zum Ausprobieren</b></h3> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-6"> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image img background contain"> <div class="img-container"> <div class="img-container-inner " style="background-image: url(https://web.archive.org/web/20200607171022im_/https://cdn.cms-twdigitalassets.com/content/business-twitter/de/resources/crisis-communication-for-brands/jcr:content/par/c01_column_461875119/col2/c01_column/col1/c09_small_module.img.500.medium.1586226200901.png);"> </div> </div> <div class="copy-container"> <h4>Tweets mit Bildern und Video</h4> <div class="copy-inner"> <p>Visuelle Elemente sind eine leichte Methode, umfangreichen Content knapp und präzise und gleichzeitig ansprechend darzustellen, vor allem, wenn es darum geht, aktuelle Vorgaben und Hinweise der Politik zu teilen. Und deine Zielgruppe bleibt auf der Plattform, anstatt sich ihre Informationen anderswo zu suchen. </p> </div> </div> </div> </div> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image img background contain"> <div class="img-container"> <div class="img-container-inner " style="background-image: url(https://web.archive.org/web/20200607171022im_/https://cdn.cms-twdigitalassets.com/content/business-twitter/de/resources/crisis-communication-for-brands/jcr:content/par/c01_column_461875119/col2/c01_column/col1/c09_small_module_cop.img.500.medium.1586226208708.png);"> </div> </div> <div class="copy-container"> <h4>Website Cards</h4> <div class="copy-inner"> <p>Nenne entscheidend wichtige Informationen im Tweet-Text und verweise gleichzeitig direkt in der App zu einer detaillierteren FAQ-Seite oder einer Landing Page.</p> </div> </div> </div> </div> </div> <div class="col col-6"> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image img background contain"> <div class="img-container"> <div class="img-container-inner " style="background-image: url(https://web.archive.org/web/20200607171022im_/https://cdn.cms-twdigitalassets.com/content/business-twitter/de/resources/crisis-communication-for-brands/jcr:content/par/c01_column_461875119/col2/c01_column/col2/c09_small_module_cop.img.500.medium.1586226201721.png);"> </div> </div> <div class="copy-container"> <h4>Tweet-Threads</h4> <div class="copy-inner"> <p>Für längere Mitteilungen, für die 280 Zeichen nicht ausreichen, kannst du mit einem Tweet-Thread deine Gedanken verbinden und sie für deine Zielgruppe leichter zugänglich machen. Das ist besonders gut für Erklärungen und Pressekonferenzen, bei denen es eine Menge Informationen zu vermitteln gilt.</p> </div> </div> </div> </div> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image img background contain"> <div class="img-container"> <div class="img-container-inner " style="background-image: url(https://web.archive.org/web/20200607171022im_/https://cdn.cms-twdigitalassets.com/content/business-twitter/de/resources/crisis-communication-for-brands/jcr:content/par/c01_column_461875119/col2/c01_column/col2/c09_small_module_cop_1680509519.img.500.medium.1586226201733.png);"> </div> </div> <div class="copy-container"> <h4>Twitter Liste</h4> <div class="copy-inner"> <p>Erweitere deine Liste um <a href="https://web.archive.org/web/20200607171022/https://twitter.com/WHO">@WHO</a>, <a href="https://web.archive.org/web/20200607171022/https://twitter.com/CDCgov">@CDCgov</a> und andere anerkannte Nachrichtenorganisationen, damit du während dieser Krise stets über die aktuellsten Nachrichten informiert bist. Sieh hier regelmäßig nach, damit du deinen Content und deinen Kommunikationsplan entsprechend umstrukturieren kannst.</p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="S22C"> <p>Hinweis: Wenn du Twitter nutzt, hast du vielleicht schon bemerkt, dass wir Nutzer, <a href="https://web.archive.org/web/20200607171022/https://twitter.com/search?q=COVID-19&src=typed_query">die nach Content zum Coronavirus suchen</a>, mit einem Hinweis auf korrekte Informationen der zuständigen örtlichen Behörden (z. B. die BZgA) aufmerksam machen. Dieser Hinweis wird in 64 Ländern und in 20 Sprachen angezeigt.</p> </div> </div> </div> <div class="col col-1"> </div> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-1"> </div> <div class="col col-10"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="NG0V"> <h3><b>Content-Ideen und Lösungen<br/> </b></h3> <p> </p> <ul> <li><b>Fragesitzung mit der Firmenleitung<br/> </b>Geh auf Twitter live oder poste einen Blog-Beitrag zu einer Fragesitzung mit der Firmenleitung. So gibst du deiner Botschaft ein Gesicht und lässt die Menschen wissen, dass ihr hinter der Sache steht. Vergiss nicht, vorher Fragen aus deiner Community zu sammeln, indem du im Voraus per Tweet um Anregungen bittest. </li> </ul> <ul> <li><p><b>Unternehmensrichtlinien <br/> </b>Teile wichtige Neuigkeiten und Informationen, die sich auf dein Unternehmen, deine Mitarbeiter und die breitere Branche auswirken, mit gleichgesinnten Unternehmen und Kollegen. Nenne offen und ehrlich alle Richtlinien, die du aufstellst, um deine Mitarbeiter und/oder die Gemeinschaft auch in dieser Zeit zu unterstützen. </p> </li> </ul> <ul> <li><p><b>Care-Pakete für soziale Distanzierung<br/> </b>Solche Pakete sind besonders nützlich für bestimmte Branchen, z. B. Ausbildung und Unterhaltung. Viele Menschen müssen zu Hause bleiben, haben plötzlich viel freie Zeit und sind verzweifelt auf der Suche nach Ideen, sich zu beschäftigen. Erstelle (oder teile) ein lustiges Spiel oder einen Wettbewerb, ein Projekt zum Selbermachen, E-Learnings oder Tutorials über deine Produkte oder andere Aktivitäten für drinnen.</p> </li> </ul> <ul> <li><p><b>Positive Stimmung <br/> </b>Teile, wenn möglich, deine eigenen Tipps für Gesundheit und Wohlbefinden, Meditation oder beruhigenden Content mit deiner Community. In Zeiten wie diesen, wo Abstand gehalten werden muss, können alle von positiven Gedanken und Inspiration in ihrer Timeline profitieren. Das ist auch eine Gelegenheit für dich und deine Marke, auf authentische Weise neue (virtuelle) Verbindungen zu knüpfen und den Gemeinschaftssinn zu stärken, um in Verbindung zu bleiben. </p> </li> </ul> <p>Hier noch ein paar Content-Ideen, die dir bei deiner Planung helfen können:</p> </div> </div> <div class="c12-button"> <div class=" comp-wrapper btn-container primary "> <a href="/web/20200607171022/https://business.twitter.com/de/blog/need-tweet-inspiration-20-creative-ideas-for-your-brand-to-tweet.html" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="c12-button" data-twtr-scribe-element="MN7U" data-twtr-scribe-component="mehr-lesen"> <button type="button" class="primary"> Mehr lesen </button> </a> </div> </div> </div> <div class="col col-1"> </div> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-1"> </div> <div class="col col-10"> <div class="c02-rich-text-editor text parbase"> <div class=" twtr-scribe-clicks-within" data-twtr-scribe-section="c02-rich-text-editor" data-twtr-scribe-element="QTW6"> <h3><b>Richtlinien zu COVID-19 für Twitter Ads</b></h3> <p>Twitter verbietet alle gesponserten Inhalte, die auf COVID-19 verweisen. Die einzigen Ausnahmen von diesem Verbot sind genehmigte Beiträge im Dienst der Öffentlichkeit, die von Regierungen und supranationalen Einrichtungen stammen, Nachrichtendienste, die derzeit eine Freistellungsbescheinigung für politische Inhalte haben, und einige Organisationen, die eine aktuelle Partnerschaft mit dem Twitter Policy Team unterhalten.</p> <p>Twitter verbietet außerdem das Targeting von Keywords zu COVID-19. Hier gibt es keine Ausnahmen. </p> <p>Wenn du vorhast, anlässlich oder in Verbindung mit COVID-19 eine Kampagne durchzuführen, solltest du die <a href="https://web.archive.org/web/20200607171022/https://business.twitter.com/de/help/ads-policies/introduction-to-twitter-ads/twitter-ads-policies.html">Richtlinien für Twitter Ads</a> lesen, und zwar insbesondere die <a href="https://web.archive.org/web/20200607171022/https://business.twitter.com/de/help/ads-policies/prohibited-content-policies/inappropriate-content.html">Richtlinie zu unangemessenen Inhalten</a>, bevor du deine Werbekampagne erstellst.</p> </div> </div> </div> <div class="col col-1"> </div> </div> </div> </div> <div class="c01-column"> <div class="container "> <div class="t-row"> <div class="col col-4"> <div class="c09-small-module"> <div class="comp-wrapper module cq-dd-image no-img background "> <div class="copy-container"> <h4>Weitere Tipps zur Markenkommunikation in Krisenzeiten</h4> <div class="copy-inner"> <div class="link-cont button"> <a href="https://web.archive.org/web/20200607171022/https://marketing.twitter.com/emea/de/insights/markenkommunikation-krisenzeiten" target="_blank" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="c09-small-module" data-twtr-scribe-element="9CLB" data-twtr-scribe-component="mehr-lesen">Mehr lesen</a> </div> </div> </div> </div> </div> </div> <div class="col col-4"> </div> <div class="col col-4"> </div> </div> </div> </div> </div> <footer class="comp-wrapper nav-footer"> <div class="comp-container"> <div class="footer-wrapper columns-5"> <div class="nav-col"> <dl> <dt> <a href="https://web.archive.org/web/20200607171022/https://about.twitter.com/de" title="Über uns" target="_blank" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="-ber-uns"> Über uns</a> </dt> <dd> <a 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href="/web/20200607171022/https://business.twitter.com/de/targeting.html" title="Targeting" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="targeting"> Targeting</a> </dd> <dd> <a href="/web/20200607171022/https://business.twitter.com/de/analytics.html" title="Analytics" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="analytics"> Analytics</a> </dd> <dd> <a href="/web/20200607171022/https://business.twitter.com/de/help.html" title="Support für Ads" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="support-f-r-ads"> Support für Ads</a> </dd> <dd> <a href="https://web.archive.org/web/20200607171022/https://blog.twitter.com/small-business" title="Business-Blog" target="_blank" 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href="https://web.archive.org/web/20200607171022/https://help.twitter.com/contact-us" title="Kontakt" target="_blank" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="kontakt"> Kontakt</a> </dd> </dl> </div> <div class="nav-col"> <dl> <dt> <a href="https://web.archive.org/web/20200607171022/https://marketing.twitter.com/emea/de.html" title="Marketing" target="_blank" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="marketing"> Marketing</a> </dt> <dd> <a href="https://web.archive.org/web/20200607171022/https://marketing.twitter.com/emea/de/insights.html" title="Insights" target="_blank" rel="noopener noreferrer" class="twtr-scribe-clicks" data-twtr-scribe-section="u03-footer" data-twtr-scribe-element="KCSD" data-twtr-scribe-component="insights"> Insights</a> </dd> <dd> <a 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