Managing a Crisis in the New World of Social Media

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Information about Managing a Crisis in the New World of Social Media
Business & Mgmt

Published on February 21, 2014

Author: alibullock

Source: slideshare.net

Description

A presentation on how to handle PR issues in the new world of social media with personal examples from NGO attacks to severity 2 airline incidents.

Crisis Control: Containing Widespread of Outrage Online & Minimizing Reputation Damage Presentation by: Ali Bullock

I H E L P C O M PA N I E S F I G U R E OUT SOCIAL ENGAGEMENT

S O C I A L C H A N G E S T H E O L D VA L U E S , T H E O L D N A R AT I V E S , T H E O L D WAY S

I S TA R T E D T H E C X FA N PA G E O N FACEBOOK… WITH ONE FAN. ME. In 5 years we built a base of over 4 million fans of fans in 20 countries.

PEOPLE. ITS ABOUT ENGAGEMENT WITH PEOPLE..

I N S I G H T S : 1 9 1 2

I N S I G H T S : - W H I S K E Y W E I G H T - 1 9 1 2 L O S S S U P E R F L O U S H A I R L O S S

I N S I G H T S : 2 0 1 3

I N S I G H T S : - W H I S K E Y W E I G H T - 1 9 1 2 L O S S S U P E R F L O U S H A I R L O S S

MANAGING A CRISIS IN SOCIAL MEDIA.

DON’T HAVE A CRISIS IN THE FIRST PACE  B u i l d s o c i a l y o u r r e p u t a t i o n m e d i a : M e a n i n g f u l a n d  B u i l d n e e d y o u r t h o s e  U s e t r u e c o m m u n i t y a d v o c a t e s i n t e r n a l o n C S R ( y o u ’ l l l a t e r ) e n g a g e m e n t s t r a t e g i e s w i t h y o u r e m p l o y e e s  H a v e s o c i a l m e d i a g u i d e l i n e s

 1 . E v e r y t h i n g h a p p e n s a t l i g h t n i n g - s p e e d 5 TRENDS IN DIGITAL CRISISMAN AGEMENT  2 . P e o p l e d e m a n d “ h y p e r - t r a n s p a r e n c y ”  3 . D i a l o g u e a s i m p o r t a n t m e s s a g e  4 . R e p u t a t i o n i s a s d e l i v e r y i n s o c i a l m e d i a  5 . B r a n d d e t r a c t o r s t h e s a m e h a v e t o o l s

E V E RY O N E M A K E S M I S TA K E S . B E C A U S E T H E Y A R E H U M A N … Stupid post to make on a corporate channel.

E V E N T H E B E S T O F U S … “ G R E AT D AY, “ G R E AT D AY, SHOOTING PHOTOGRAPHING ELEPHANTS FOR 8 ELEPHANTS FOR 8 HOURS”- ALI HOURS”- ALI BULLOCK, HEAD OF BULLOCK, HEAD OF COMMS WWF COMMS WWF .

SOCIAL MEDIA & SPEED

# 1  B a d - n e w s t h a n e v e r T w i t t e r , S p e e d H o u r s j u s t  W h e n t o m a t t e r  H a v e a n d g e n e r a t e d a c r i s i s , r e a c t o f t o y o u f a s t h o u r s , m e d i a – i n n o t s t r e a m l i n e d m a y a d a y s a p p r o a c h t e a m i n p l a c e  E x p e r i e n c e i n s o c i a l m e d i a r e s p o n d f a s t w i l l a m e d i a , t r a d i t i o n a l e m e r g i n g o u r r e l e v a n t r e s p o n d i n g n e e d a n d “ l i f e s t r e a m s ” a l l c o n s u m e r n o t v i a F a c e b o o k  M o n i t o r 2 4 f a s t e r b e f o r e c o l l e c t i v e T h e F i r s t s p r e a d s h e l p y o u

# 1 - S p e e d Hour 12 Hour 6 T h e Micromedia F i r s t H o u r s Hour 18 2 4 0 Hour CRISIS HITS Mainstream Blogs Sharing Hour 24 Editorial

IN 30 SECONDS THIS PHOTO HAD B E E N TA K E N A N D UPLOADED TO SOCIAL MEDIA

JOURNALISTS WORKING IN REAL TIME # a l i b u l l o c k # c r i s i s c o m m s

 I T S A B O U T S Y M P A T H Y, C O M M U N I T Y & E N G A G E M E N T A S I A N A A P R E S S P U T R E L E A S E 8 HOURS L AT E R .  T H AT W O R K E D W O R L D ” I N T H E O F C O M M U N I C A T I O N S . “ O L D

I T S E R E S O V O T O O K A S I A N A 8 H O U R S T O N D O U T A P R E S S L E A S E . N O U P D A T E S O N C I A L M E D I A T O F I L L T H E I D …

T H I S P H O T O W A S N ’ T T A K E N J O U R N A L I S T, I T W A S B Y A P H O T O T A K E N B Y A P A S S E N G E R .

H O W S H O U L D H AV E A S I A N A RESPONDED?

I T ’ S N O T T H E M I S TA K E S M A D E U S I N G S O C I A L M E D I A T H AT C A U S E B R A N D S T H E B I G G E S T P R O B L E M S , I T ’ S H O W P O O R LY O R S L O W LY THEY DEAL WITH THEM.

SAYING NOT HING OR TAKING TOO MUCH TIME TO RESPOND IS AS BAD AS GETTING YOUR FACTS WRONG.

 O n e - w a y # 3 D i a l o g u e G e t R e a d y f o r 2 - Wa y D i a l o g u e w o r k w h e r e m e s s a g i n g a n y m o r e p e o p l e  I n v i t i n g d o e s n ’ t i n c r a v e a d i a l o g u e c u s t o m e r s c o n v e r s a t i o n e f f e c t i v e w h o y o u p r e s s s c r i p t e d m o s t w a y t o b u i l d a n d w i l l i f s y s t e m f o r c r i t i c a l b r a n d s u p p o r t c r i s i s h i t s s o l e l y r e l e a s e s a n d i n t e r a c t i o n s d o e s n ’ t  A a t h e  C o m m u n i c a t i n g t h r o u g h i n t o i s g o o d w i l l a d v o c a t e s w o r l d s a t i s f y l i s t e n i n g t o i s r e m a i n i n g r e s p o n s i v e

# 4 S e a r c h R e p u t a t i o n s a r e B u i l t o r B r o k e n o n S o c i a l M e d i a  8 0 % o f I n t e r n e t t h e i r  O r g a n i c t o s e s s i o n s e a r c h s o c i a l t h e a t i s m e d i a t o  G o o g l e u s e r s s t a r t s e a r c h s e n s i t i v e c o n t e n t d u e c r o s s - l i n k i n g d e l i v e r s “ u n i v e r s a l m a k i n g m u l t i m e d i a s e a r c h ” c r i t i c a l  D i f f i c u l t o n c e i t t o i s d i s l o d g e i n s e a r c h c o n t e n t r e s u l t s

OLD MEDIA APPROACH

WELCOME TO THE NEW WORLD OF SOCIAL (EVERYONE HAS A CAMERA…)

SOCIAL MEDIA PUTS YOUR BRAND IN THE HAND OF THE CONSUMER.

 A n # 5 D e t r a c t o r s Yo u r D e t r a c t o r s A r e R e s o u r c e f u l i n d i v i d u a l t r a v e l a r o u n d  S m a l l g e n e r a t e d o w n a l o n e i s a n d t o m e d i a a n n o c a n n i m b l e m e d i a c o n s u m e r i s c r i t i c a l i n f l u e n c e r c i r c l e s , c a n o n l y t o d a y s o c i a l  L i s t e n i n g t h e i r w o r l d f a s t w i t h  E v e r y o n e t h e o r g a n i z a t i o n s b e c a n e a s i l y m o r e o f t e n v o i c e s o l o n g e r m e t r i c f o r i n t r a f f i c b e t h e j u d g i n g i n f l u e n c e

ANTON CASEY

ANTON CASEY; #5 - Detractors … REMEMBER. People see EVERYTHING!

#5 - Detractors … H E H A D N O S O C I A L C A P I TA L TO U S E .

M Y E X P E R I E N C E S

BUT SOMETIMES YOU NEED COURAGE ON SOCIAL MEDIA

C AT H AY PA C I F I C S H E PA R D V S S E A “CATHAY PACIFIC SEVERAL OF WHOM WERE PARTICIPATES IN THE VERBALLY ASSAULTED AT OUR DOLPHIN SLAVE TRADE.” AIRPORTS BY PEOPLE ANGRY - SEA SHEPERD OVER THE STORY. FROM PICKING UP THE STORY - OUR POSTS ON SOCIAL TO POSTING ON FACEBOOK MEDIA TOOK HOURS TO GET OVER 24 HOURS PASSED – APPROVALS RATHER THAN MINUTES. THIS WAS TOO LONG - WE DIDN’T INFORM STAFF AROUND THE NETWORK,

“One can imagine what Cathay Pacific officials would say about their company’s participation in this activity. Perhaps they would tell us that it is only business, and moving dolphins from Japan to China is legal. Let us remember Cathay Pacific’s role in this. Let us also be informed. U.S. based American Airlines just entered into a codesharing arrangement with Cathay Pacific. British Airways and Qantas Airlines are also in that elite group. Perhaps those who care about the plight of dolphins should remember this when they make business decisions about which airline to patronize..” - SEA SHEPERD JUNE 8 2011

R I C O ’ B A R RY G O O N C N N … WA S A B O U T …WE KNEW THE STORY WASN’T THEM TO HAND. I WAS HONEST ACCURATE. BUT HOW DO YOU AND 100% TRANSPARENT. FACE SOMEONE AS RESPECTED AS RIC O’BARRY, ONE OF THE I SAID THAT IF IT TURNED OUT WORLDS LEADING DOLPHIN THE STORY WAS TRUE I WOULD ADVOCATES. RESIGN FROM CX. I WAS THAT CONFIDENT IN MY BELIEF THAT I WAS CONTACTED BY RIC CX WOULD NOT HAVE O’BARRYS FOUNDATION TRANSPORTED THESE (THANKS TO MY VOLENTEER DOLPHINS. WORK PHOTOGRAPHING ANIMALS FOR CHARITIES SUCH RIC DIDN’T GO ON CNN. AS PETA, AAF, SPCA, HKDR ACRES AND WWF.) 1 YEAR LATER WE BROUGHT OUT A NEW SET OF GUIDELINES I SPOKE TO RIC’S THAT INCLUDED A BAN ON REPRESENTATIVES AND GAVE SHIPMENTS OF SHARKFIN… THEM THE FACTS AS I HAD TO

“Cathay Pacific holds a 32% stake in CKTS but has no direct involvement in its day-to-day management. We will be contacting the handling agent to find out more about this incident.” - CATHAY PACIFIC JUNE 8 2011

S O C I A L & M E D I A A C C U R A T E T H A T 1 4 0 N E E D S A Q U I C K R E S P O N S E I N C H A R A C T E R S L E S S .

S E V E R I T Y 2 C R I S I S AT C X

9.32am CALL: “ALI, WE NEED YOU IN THE CRISIS COMMS CENTER… NOW.” 9.40am COMMS BRIEFING ON A SEVERITY 2 INCIDENT WITH A PLANE MAKING AN EMERGENCY LANDING. 10.12am PEOPLE EVACUATED FROM THE PLANE AND IMAGES / POSTS START TO APPEAR ON SOCIAL MEDIA CHANNELS.

 W H AT W E  L E A R N T T H AT D AY  WA S  I N VA L U A B L E OUR CRISIS CENTER NEEDED UPDATING! WE NEEDED MORE THAN JUST THE CORPORATE COMMS TEAM IN THE ROOM. WE NEEDED CUSTOMER SERVICE,  OPS AND PERHAPS CRITICALLY, THE SOCIAL MEDIA TEAM SOCIAL MEDIA UPDATES WOULD NEED TO HAPPEN AT THE SAME TIME AS TRADITIONAL MEDIA BRIEFINGS SOCIAL MEDIA CREATED 100 TIMES TH NOISE OTHER CHANNELS DID MOVING FORWARD WE WOULD NEED 24/7 MANNING OF SOCIAL MEDIA ACROSS 20 DIFFERENT COUNTRIES  CUSTOMERS AND PASSENGERS USED SOCIAL MEDIA FOR ENQUIRES AND COMMENTS  CUSTOMER SERVICE AND LISTENING FOR PASSENGER OR RELATED ENQUIRIES ON SOCIAL AS CUSTOMERS COULD NOT GET THROUGH ON THE PHONE LINES

L I S T E N I N G E N A B L E D U S TO M A K E I N F O M R E D D E C I S I O N S A N D C O M M U N I C AT I O N S .

5 K E Y S TO D I G I TA L C R I S I S M A N A G E M E N T Y O U C A N A P P LY TO Y O U R B U S I N E S S  S E T U P A L I S T E N I N G P O S T P R O G R A M T O D A Y  G E T C - S U I T E I M P O R T A N C E  O F I D E N T I F Y I N F L U E N C E R S F O R ( A N D B U Y - I N : S O C I A L T H E T O P T H E M E D I A O N L I N E Y O U R B U S I N E S S B E G I N B U I L D I N G R E L A T I O N S H I P S )  K N O W O N L I N E H O W Y O U ( E . G . W I L L “ S P E A K ” T W I T T E R , B L O G , Y O U T U B E )  E S T A B L I S H E N G A G E M E N T S O C I A L G U I D E L I N E S Y O U R M E D I A A C R O S S M A R C O M T E A M

  5 K E Y T R A I T S Y O U M U S T H AV E I N C R I S I S 1 . C O M P E T E N C E : HANDLE A TOUGH PRESS CONFERENCE WITH DEXTERITY? YOU’RE DEEMED COMPETENT. LOOK UNEASY BEFORE CAMERAS? YOU’RE NOT.   2 . C R E D I B I L I T Y : THERE’S ONE QUESTION THAT DRIVES THE PUBLIC’S PERCEPTION OF AN EXECUTIVE OR SPOKESPERSON MORE THAN ANY OTHER: “DOES HE OR SHE GET IT?”   A 3 . C O M M I T M E N T SET THE RIGHT TONE, WITH ACTIONS AND WORDS TO THE MEDIA, AFFECTED STAKEHOKDERS AND EMPLOYEES CONSISTENT MESSAGE OF ADDRESSING AND FIXING THE ISSUE.   4 . C A R I N G : LITTLE MAKES THE PUBLIC TURN ON AN EXECUTIVE OR PUBLIC FIGURE IN CRISIS MORE THAN SOMEONE WHO’S CAVALIER TOWARD ANY VICTIMS.   5 . C A P A B I L I T Y : SHOW THAT YOU OR YOUR CEO SOLVE THE PROBLEM AT HAND

I N A C R I S I S ( B O T H C O M M U N I C A T I O N S I N T E R N A L L Y E X T E R N A L L Y ) I S A N D E S S E N C I A L .

M O V I N G F O RWA R D

S O C I A L C H A N G E S V A L U E S , N A R A T I V E S , T H E T H E T H E O L D O L D O L D W A Y S .

“ T H E L I N E S B E T W E E N C O M M U N I C AT I O N S B L U R R I N G A N D E N C O U R A G E O F A N Y D O N ’ T S H O U L D H A S T E N R E M A I N I N G K N O W O R A R E W E L C O M E , T H E W A L L S . W H E T H E R A D V E R T I S I N G , T H E P R O F E S S I O N S W E A N D A L L T E A R I N G G R E AT T H E Y ’ R E I D E A S P R , S O C I A L . ” E D W A R D B O C H E S , C R E AT I V E D I R E C T O R D O W N

THANK YOU FOR YOUR TIME. YOU CAN FIND A COPY OF THIS PRESENTATION HERE: WWW.SLIDESHARE.NET/ALIBULLOCK/P RESENTATIONS LINKEDIN: ALI BULLOCK ALIBULLOCK@GMAIL.COM WWW.ALIBULLOCK.COM

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