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66 crisis playbook skill

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.

by minhnv0807·MIT license·★ 599 Stars on the repo·GitHub ↗

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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
L4 Brand attack — tan cong co to chuc Fake review hang loat, doi thu boi nho Critical Ngay
L5 Legal/Compliance — vi pham quy dinh, claim sai luat Claim y te khong duoc phep, vi pham ban quyen Critical + luat su Ngay

Quy trinh theo tung cap

L1 — Operational

Trong 2 gio dau: keo data day du de biet so that dang o dau; chan doan nguyen nhan goc (goi 03-danh-gia-hieu-suat); bao CEO kem hypothesis va action; trien khai fix khan.

Mau bao cao: "Campaign [X] dang o [so thuc] so voi target [so muc tieu]. Nguyen nhan so bo: [gia thuyet]. Dang lam: [3 hanh dong]. Cap nhat tiep luc [gio]."

L2 — Content

Ngay lap tuc: chup man hinh luu bang chung TRUOC khi go; go bai lien quan (nhanh hon la di xin loi tren bai cu); bao leader, khong tu xu ly.

Trong 2-4 gio: dieu tra sai o dau, anh huong ai, reach bao nhieu; viet nhap phan hoi, leader duyet truoc khi dang (goi 62-marketing-review).

Mau phan hoi: "Chung toi vua phat hien [noi dung X] trong bai dang ngay [Y] co [loi/thong tin khong chinh xac]. Chung toi da [go/sua] va xin loi vi su nham lan. Thong tin dung la: [...]. Cam on [nguoi phat hien] da phan anh."

L3 — Reputation

Ngay lap tuc: KHONG xoa comment, KHONG tranh cai cong khai, luu lai toan bo bang chung kem thoi gian.

Trong 1-2 gio: xac minh complaint co chinh dang khong.

  • Neu chinh dang: thua nhan, xin loi, sua, den bu. Mau: "[Ten], chung toi rat tiec ve trai nghiem nay. Day khong phai tieu chuan chung toi muon mang den. Ban nhan tin rieng giup chung toi de xu ly truc tiep duoc khong?"
  • Neu khong chinh dang: trinh bay su that binh tinh, kem bang chung, khong day cang thang len.
L4 — Brand attack

Luu bang chung co thoi gian; bao CEO ngay; can nhac im lang (neu quy mo nho, phan hoi se khuech dai) hay len tieng (neu dang lan); tuyet doi khong phan hoi theo cam xuc; tham van phap ly neu co dau hieu vu khong.

L5 — Legal/Compliance

Dung toan bo campaign lien quan NGAY; bao CEO ngay; tham van luat su truoc khi lam bat cu dieu gi; khong phat ngon cong khai truoc khi co y kien phap ly.

Escalation matrix

Cap Ai xu ly Ai phai biet Timeline
L1 Media buyer + leader CEO trong ngay 2-4 gio
L2 Content + leader CEO neu reach > 10K 2-4 gio
L3 Leader CEO ngay 1-2 gio
L4 CEO + leader Ban lanh dao neu can Ngay
L5 CEO + luat su Ban lanh dao Ngay

Danh sach KHONG lam

  • Xoa comment tieu cuc chinh dang.
  • Tranh cai hoac doi dau cam xuc voi nguoi dang gian.
  • Phan hoi khi chua kiem chung fact.
  • Hua den bu/xu ly dieu chua chac thuc hien duoc.
  • Noi doi hoac noi giam muc do nghiem trong.
  • Im lang qua 4 gio khi crisis dang lan.
  • De junior tu quyet dinh phan hoi tu cap L2 tro len.

Cau truc ket qua

# Crisis Response — [Ten su viec] — [Date/Gio]

## 1. Danh gia ban dau
| Hang muc | Noi dung |
|----------|----------|
| Phan loai | L[1-5] — [ten loai] |
| Nguon goc | |
| Quy mo hien tai | [reach uoc tinh, so kenh] |
| Fact da xac minh | |
| Fact chua xac minh | |

## 2. Response plan theo gio
| Moc thoi gian | Hanh dong | Owner | Trang thai |
|---------------|-----------|-------|------------|
| 0-1h | | | |
| 1-4h | | | |
| 4-24h | | | |
| Ngay 2-7 | | | |

## 3. Thong diep
Noi gi (da duyet): [...]
Khong noi gi: [...]
Nguoi phat ngon: [...]
Kenh phat ngon: [...]

## 4. Xu ly noi bo
| Viec | Owner | Deadline |
|------|-------|----------|

## 5. Theo doi
| Chi so | Truoc | Sau 24h | Sau 7 ngay |
|--------|-------|---------|------------|
| Sentiment | | | |
| Volume nhac ten | | | |
| Inbox/complaint | | | |

Sau khung hoang

Sau 1 tuan: viet post-mortem (chuyen gi xay ra, xu ly the nao, ket qua), cap nhat playbook voi bai hoc moi, hop team de tranh lap lai. Neu crisis lien quan campaign, gop vao 63-campaign-retrospective.

Lien ket skill

  • 15-social-listening: phat hien som truoc khi thanh crisis; theo doi sentiment trong va sau.
  • 03-danh-gia-hieu-suat: chan doan nguyen nhan goc cho crisis L1.
  • 62-marketing-review: duyet noi dung phan hoi truoc khi dang.
  • 63-campaign-retrospective: rut bai hoc he thong sau khi xu ly xong.
  • 07-bao-cao-marketing: bao cao anh huong len KPI thang.

Checklist chat luong

  • Da phan loai dung cap truoc khi phan hoi.
  • Da luu bang chung co thoi gian truoc khi go bat cu thu gi.
  • Fact trong phan hoi da duoc xac minh.
  • Phan hoi da qua nguoi duyet (leader tro len voi L2+).
  • Co nguoi phat ngon duy nhat — khong de nhieu nguoi tra loi lech nhau.
  • Khong vi pham danh sach KHONG lam.
  • Co lich theo doi sentiment sau 24h va 7 ngay.
  • Da len lich post-mortem trong vong 1 tuan.
1---
2name: 66-crisis-playbook
3description: "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."
4metadata:
5 version: 1.0.1
6 category: operations
7license: MIT
8triggers:
9 - "xu ly khung hoang"
10 - "crisis playbook"
11 - "campaign dang fail"
12 - "content gay phan ung tieu cuc"
13 - "review xau lan rong"
14 - "brand bi tan cong"
15 - "complaint viral"
16 - "khung hoang truyen thong"
17output: "File .md — phan loai crisis, response plan theo gio, ai lam gi, noi gi va khong noi gi, escalation matrix, post-mortem"
18related:
19 - 15-social-listening
20 - 03-danh-gia-hieu-suat
21 - 63-campaign-retrospective
22 - 07-bao-cao-marketing
23 - 62-marketing-review
24---
25 
26# Crisis Playbook
27 
28> 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.
29 
30## Thu thap thong tin
31 
32Doc `15-social-listening` report neu co (phat hien som). Truoc khi lam bat cu gi, tra loi 4 cau:
33 
341. **Crisis loai gi?** Doi chieu bang phan loai L1-L5 ben duoi.
352. **Toc do lan?** 10 nguoi biet hay 10.000 nguoi? Dang o mot kenh hay da nhay kenh?
363. **Nguon goc tu dau?** Mot khach hang khong hai long, KOL/influencer, doi thu, hay bao chi?
374. **Su that la gi?** Fact nao dang bi tranh cai, minh co bang chung khong, va co du thong tin de phan hoi chua?
38 
39Neu 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.
40 
41## Nguyen tac
42 
431. **Assess truoc, react sau.** Danh 30-60 phut dieu tra con hon phan hoi sai trong 5 phut.
442. **Khong im lang qua 4 gio** voi crisis dang lan.
453. **Khong xoa comment tieu cuc chinh dang** (tru spam/hate speech ro rang) — xoa lam crisis nang them.
464. **Khong tranh cai cong khai.** Keo nguoi complaint vao kenh rieng de xu ly.
475. **Khong phan hoi khi dang cam xuc.** Viet nhap, cho 30 phut, doc lai, roi gui.
486. **Khong hua dieu chua chac lam duoc**, khong noi giam su that.
497. **L3 tro len bat buoc bao leader**, khong tu xu ly.
50 
51## Phan loai crisis
52 
53| Cap | Loai | Vi du | Do uu tien | Thoi gian phan hoi |
54|-----|------|-------|------------|--------------------|
55| L1 | Operational — campaign/he thong loi, KPI miss nang | Ads khong chay, landing page down, tracking hong | High | 2-4 gio |
56| 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 |
57| L3 | Reputation — complaint khach hang lan rong | Review 1 sao viral, bai boc phot | Critical | 1-2 gio |
58| L4 | Brand attack — tan cong co to chuc | Fake review hang loat, doi thu boi nho | Critical | Ngay |
59| L5 | Legal/Compliance — vi pham quy dinh, claim sai luat | Claim y te khong duoc phep, vi pham ban quyen | Critical + luat su | Ngay |
60 
61## Quy trinh theo tung cap
62 
63### L1 — Operational
64 
65Trong 2 gio dau: keo data day du de biet so that dang o dau; chan doan nguyen nhan goc (goi `03-danh-gia-hieu-suat`); bao CEO kem hypothesis va action; trien khai fix khan.
66 
67Mau bao cao: "Campaign [X] dang o [so thuc] so voi target [so muc tieu]. Nguyen nhan so bo: [gia thuyet]. Dang lam: [3 hanh dong]. Cap nhat tiep luc [gio]."
68 
69### L2 — Content
70 
71Ngay lap tuc: chup man hinh luu bang chung TRUOC khi go; go bai lien quan (nhanh hon la di xin loi tren bai cu); bao leader, khong tu xu ly.
72 
73Trong 2-4 gio: dieu tra sai o dau, anh huong ai, reach bao nhieu; viet nhap phan hoi, leader duyet truoc khi dang (goi `62-marketing-review`).
74 
75Mau phan hoi: "Chung toi vua phat hien [noi dung X] trong bai dang ngay [Y] co [loi/thong tin khong chinh xac]. Chung toi da [go/sua] va xin loi vi su nham lan. Thong tin dung la: [...]. Cam on [nguoi phat hien] da phan anh."
76 
77### L3 — Reputation
78 
79Ngay lap tuc: KHONG xoa comment, KHONG tranh cai cong khai, luu lai toan bo bang chung kem thoi gian.
80 
81Trong 1-2 gio: xac minh complaint co chinh dang khong.
82 
83- Neu chinh dang: thua nhan, xin loi, sua, den bu. Mau: "[Ten], chung toi rat tiec ve trai nghiem nay. Day khong phai tieu chuan chung toi muon mang den. Ban nhan tin rieng giup chung toi de xu ly truc tiep duoc khong?"
84- Neu khong chinh dang: trinh bay su that binh tinh, kem bang chung, khong day cang thang len.
85 
86### L4 — Brand attack
87 
88Luu bang chung co thoi gian; bao CEO ngay; can nhac im lang (neu quy mo nho, phan hoi se khuech dai) hay len tieng (neu dang lan); tuyet doi khong phan hoi theo cam xuc; tham van phap ly neu co dau hieu vu khong.
89 
90### L5 — Legal/Compliance
91 
92Dung toan bo campaign lien quan NGAY; bao CEO ngay; tham van luat su truoc khi lam bat cu dieu gi; khong phat ngon cong khai truoc khi co y kien phap ly.
93 
94## Escalation matrix
95 
96| Cap | Ai xu ly | Ai phai biet | Timeline |
97|-----|----------|--------------|----------|
98| L1 | Media buyer + leader | CEO trong ngay | 2-4 gio |
99| L2 | Content + leader | CEO neu reach > 10K | 2-4 gio |
100| L3 | Leader | CEO ngay | 1-2 gio |
101| L4 | CEO + leader | Ban lanh dao neu can | Ngay |
102| L5 | CEO + luat su | Ban lanh dao | Ngay |
103 
104## Danh sach KHONG lam
105 
106- Xoa comment tieu cuc chinh dang.
107- Tranh cai hoac doi dau cam xuc voi nguoi dang gian.
108- Phan hoi khi chua kiem chung fact.
109- Hua den bu/xu ly dieu chua chac thuc hien duoc.
110- Noi doi hoac noi giam muc do nghiem trong.
111- Im lang qua 4 gio khi crisis dang lan.
112- De junior tu quyet dinh phan hoi tu cap L2 tro len.
113 
114## Cau truc ket qua
115 
116```markdown
117# Crisis Response — [Ten su viec] — [Date/Gio]
118 
119## 1. Danh gia ban dau
120| Hang muc | Noi dung |
121|----------|----------|
122| Phan loai | L[1-5] — [ten loai] |
123| Nguon goc | |
124| Quy mo hien tai | [reach uoc tinh, so kenh] |
125| Fact da xac minh | |
126| Fact chua xac minh | |
127 
128## 2. Response plan theo gio
129| Moc thoi gian | Hanh dong | Owner | Trang thai |
130|---------------|-----------|-------|------------|
131| 0-1h | | | |
132| 1-4h | | | |
133| 4-24h | | | |
134| Ngay 2-7 | | | |
135 
136## 3. Thong diep
137Noi gi (da duyet): [...]
138Khong noi gi: [...]
139Nguoi phat ngon: [...]
140Kenh phat ngon: [...]
141 
142## 4. Xu ly noi bo
143| Viec | Owner | Deadline |
144|------|-------|----------|
145 
146## 5. Theo doi
147| Chi so | Truoc | Sau 24h | Sau 7 ngay |
148|--------|-------|---------|------------|
149| Sentiment | | | |
150| Volume nhac ten | | | |
151| Inbox/complaint | | | |
152```
153 
154## Sau khung hoang
155 
156Sau 1 tuan: viet post-mortem (chuyen gi xay ra, xu ly the nao, ket qua), cap nhat playbook voi bai hoc moi, hop team de tranh lap lai. Neu crisis lien quan campaign, gop vao `63-campaign-retrospective`.
157 
158## Lien ket skill
159 
160- `15-social-listening`: phat hien som truoc khi thanh crisis; theo doi sentiment trong va sau.
161- `03-danh-gia-hieu-suat`: chan doan nguyen nhan goc cho crisis L1.
162- `62-marketing-review`: duyet noi dung phan hoi truoc khi dang.
163- `63-campaign-retrospective`: rut bai hoc he thong sau khi xu ly xong.
164- `07-bao-cao-marketing`: bao cao anh huong len KPI thang.
165 
166## Checklist chat luong
167 
168- [ ] Da phan loai dung cap truoc khi phan hoi.
169- [ ] Da luu bang chung co thoi gian truoc khi go bat cu thu gi.
170- [ ] Fact trong phan hoi da duoc xac minh.
171- [ ] Phan hoi da qua nguoi duyet (leader tro len voi L2+).
172- [ ] Co nguoi phat ngon duy nhat — khong de nhieu nguoi tra loi lech nhau.
173- [ ] Khong vi pham danh sach KHONG lam.
174- [ ] Co lich theo doi sentiment sau 24h va 7 ngay.
175- [ ] Da len lich post-mortem trong vong 1 tuan.
176 

Discussion

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