Managing a Crisis in the New World of Social Media

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    20-Nov-2014

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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.

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

2. I H E L P C O M PA N I E S F I G U R E OUT SOCIAL ENGAGEMENT 3. 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 4. 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. 5. PEOPLE. ITS ABOUT ENGAGEMENT WITH PEOPLE.. 6. I N S I G H T S :1 9 1 2 7. I N S I G H T S : -W H I S K E YW E I G H T-1 9 1 2L O S SS U P E R F L O U S H A I RL O S S 8. I N S I G H T S :2 0 1 3 9. I N S I G H T S : -W H I S K E YW E I G H T-1 9 1 2L O S SS U P E R F L O U S H A I RL O S S 10. MANAGING A CRISIS IN SOCIAL MEDIA. 11. DONT HAVE A CRISIS IN THE FIRST PACE B u i l d s o c i a ly o u rr e p u t a t i o nm e d i a :M e a n i n g f u la n d B u i l d n e e dy o u r t h o s e U s et r u ec o m m u n i t y a d v o c a t e si n t e r n a lo nC S R( y o u l l l a t e r )e n g a g e m e n ts t r a t e g i e sw i t hy o u re m p l o y e e s H a v es o c i a lm e d i ag u i d e l i n e s 12. 1 .E v e r y t h i n gh a p p e n sa tl i g h t n i n g - s p e e d5 TRENDS IN DIGITAL CRISISMAN AGEMENT 2 .P e o p l ed 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 ea si m p o r t a n tm e s s a g e 4 .R e p u t a t i o ni sa sd e l i v e r y i ns o c i a l m e d i a 5 .B r a n dd e t r a c t o r s t h es a m eh a v e t o o l s 13. 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. 14. E V E NT H EB E S TO FU S G R E AT D AY, G R E AT D AY,SHOOTINGPHOTOGRAPHINGELEPHANTS FOR 8ELEPHANTS FOR 8HOURS- ALIHOURS- ALIBULLOCK, HEAD OFBULLOCK, HEAD OFCOMMS WWFCOMMS WWF. 15. SOCIAL MEDIA & SPEED 16. # 1 B a d-n e w st h a ne v e rT w i t t e r ,S p e e dH o u r sj u s t W h e nt om a t t e r H a v e a n dg e n e r a t e dac r i s i s ,r e a c t o ft oy o uf a s th o u r s ,m e d i ai nn o ts t r e a m l i n e dm a y ad a y s a p p r o a c ht e a mi np l a c e E x p e r i e n c ei ns o c i a lm e d i ar e s p o n df a s tw i l lam e d i a ,t r a d i t i o n a le m e r g i n go u rr e l e v a n tr e s p o n d i n gn e e da n d l i f e s t r e a m s a l lc o n s u m e r n o tv i aF a c e b o o k M o n i t o r2 4f a s t e rb e f o r ec o l l e c t i v eT h eF i r s ts p r e a d sh e l py o u 17. # 1-S p e e dHour 12 Hour 6T h eMicromediaF i r s t H o u r sHour 182 40 HourCRISIS HITSMainstreamBlogsSharingHour 24Editorial 18. IN 30 SECONDS THIS PHOTO HAD B E E N TA K E N A N D UPLOADED TO SOCIAL MEDIA 19. 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 20. I T SA B O U TS 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 TA S I A N AAP R E S SP U TR E L E A S E8 HOURSL AT E R . T H ATW O R K E DW O R L D I NT H EO FC O M M U N I C A T I O N S . O L D 21. I T S E R E S O V OT 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 22. T H I SP 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 SB Y A P H O T O T A K E N B Y A P A S S E N G E R . 23. H O W S H O U L D H AV E A S I A N A RESPONDED? 24. 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. 25. SAYING NOT HING OR TAKING TOO MUCH TIME TO RESPOND IS AS BAD AS GETTING YOUR FACTS WRONG. 26. 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 ew o r k w h e r em e s s a g i n g a n y m o r ep e o p l e I n v i t i n gd o e s n ti nc r a v ead i a l o g u ec u s t o m e r sc 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 up r e s ss c r i p t e dm o s tw a yt ob u i l da n dw i l l i fs y s t e mf o rc r i t i c a lb r a n ds u p p o r tc r i s i sh i t ss o l e l yr e l e a s e sa n di n t e r a c t i o n sd o e s n t Aat h e C o m m u n i c a t i n g t h r o u g hi n t oi sg o o d w i l l a d v o c a t e sw o r l ds a t i s f yl i s t e n i n g t oi sr e m a i n i n g r e s p o n s i v e 27. # 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 fI n t e r n e tt h e i r O r g a n i c t os e s s i o ns e a r c hs o c i a lt h ea ti sm e d i at o G o o g l eu s e r ss t a r ts e a r c hs e n s i t i v ec o n t e n td u ec r o s s - l i n k i n gd e l i v e r s u n i v e r s a lm a k i n gm u l t i m e d i as 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 ei tt o i sd i s l o d g e i ns e a r c hc o n t e n t r e s u l t s 28. OLD MEDIA APPROACH 29. WELCOME TO THE NEW WORLD OF SOCIAL (EVERYONE HAS A CAMERA) 30. SOCIAL MEDIA PUTS YOUR BRAND IN THE HAND OF THE CONSUMER. 31. 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 li n d i v i d u a lt r a v e la r o u n d S m a l lg e n e r a t e do w na l o n ei sa n dt om e d i a a n n oc a nn i m b l e m e d i ac o n s u m e r i sc r i t i c a li n f l u e n c e rc i r c l e s ,c a no n l yt o d a ys o c i a l L i s t e n i n gt h e i rw o r l df a s tw i t h E v e r y o n et h eo r g a n i z a t i o n s b ec a ne a s i l ym o r eo f t e nv o i c es ol o n g e rm e t r i cf o ri nt r a f f i c b et h ej u d g i n gi n f l u e n c e 32. ANTON CASEY 33. ANTON CASEY; #5 - Detractors REMEMBER. People see EVERYTHING! 34. #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 . 35. M YE X P E R I E N C E S 36. BUT SOMETIMES YOU NEED COURAGE ON SOCIAL MEDIA 37. C AT H AY PA C I F I C S H E PA R DV SS E ACATHAY PACIFICSEVERAL OF WHOM WEREPARTICIPATES IN THEVERBALLY ASSAULTED AT OURDOLPHIN SLAVE TRADE.AIRPORTS BY PEOPLE ANGRY- SEA SHEPERDOVER THE STORY.FROM PICKING UP THE STORY- OUR POSTS ON SOCIALTO POSTING ON FACEBOOKMEDIA TOOK HOURS TO GETOVER 24 HOURS PASSED APPROVALS RATHER THAN MINUTES.THIS WAS TOO LONG - WE DIDNT INFORM STAFF AROUND THE NETWORK, 38. One can imagine what Cathay Pacific officials would say about their companys participation in thisactivity. Perhaps they would tell us that it is only business, and moving dolphins from Japan to China is legal. Let us remember Cathay Pacifics 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 39. R I C O B A R RY G O O N C N N WA SA B O U TWE KNEW THE STORY WASNTTHEM TO HAND. I WAS HONESTACCURATE. BUT HOW DO YOUAND 100% TRANSPARENT.FACE SOMEONE AS RESPECTED AS RIC OBARRY, ONE OF THEI SAID THAT IF IT TURNED OUTWORLDS LEADING DOLPHINTHE STORY WAS TRUE I WOULDADVOCATES.RESIGN FROM CX. I WAS THAT CONFIDENT IN MY BELIEF THATI WAS CONTACTED BY RICCX WOULD NOT HAVEOBARRYS FOUNDATIONTRANSPORTED THESE(THANKS TO MY VOLENTEERDOLPHINS.WORK PHOTOGRAPHING ANIMALS FOR CHARITIES SUCHRIC DIDNT GO ON CNN.AS PETA, AAF, SPCA, HKDR ACRES AND WWF.)1 YEAR LATER WE BROUGHT OUT A NEW SET OF GUIDELINESI SPOKE TO RICSTHAT INCLUDED A BAN ONREPRESENTATIVES AND GAVESHIPMENTS OF SHARKFINTHEM THE FACTS AS I HADTO 40. 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 41. S O C I A L &M E D I AA C C U R A T E T H A T1 4 0N E E D SAQ U I C KR E S P O N S E I N C H A R A C T E R SL E S S. 42. S E V E R I T Y2C R I S I SATC X 43. 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. 44. 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 EOUR CRISIS CENTER NEEDED UPDATING!WE NEEDED MORE THAN JUST THE CORPORATE COMMSTEAM 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 MEDIABRIEFINGSSOCIAL MEDIA CREATED 100 TIMES TH NOISE OTHER CHANNELS DID MOVING FORWARD WE WOULD NEED 24/7 MANNING OF SOCIAL MEDIA ACROSS 20 DIFFERENT COUNTRIESCUSTOMERS AND PASSENGERS USED SOCIAL MEDIA FOR ENQUIRES AND COMMENTSCUSTOMER SERVICE AND LISTENING FOR PASSENGER OR RELATED ENQUIRIES ON SOCIAL AS CUSTOMERS COULD NOT GET THROUGH ON THE PHONE LINES 45. 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 . 46. 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 SS E TU PAL I S T E N I N GP O S TP R O G R A M T O D A YG E TC - S U I T EI M P O R T A N C EO FI D E N T I F YI N F L U E N C E R SF O R( A N DB U Y - I N :S O C I A LT H ET O PT H EM E D I A O N L I N EY O U RB U S I N E S SB E G I NB U I L D I N GR E L A T I O N S H I P S )K N O W O N L I N EH O WY 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 HE N G A G E M E N TS O C I A LG U I D E L I N E S Y O U RM E D I AA C R O S SM A R C O MT E A M 47. 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 S1 .C O M P E T E N C E :HANDLE A TOUGH PRESS CONFERENCE WITH DEXTERITY? YOURE DEEMED COMPETENT. LOOK UNEASY BEFORE CAMERAS? YOURE NOT. 2 .C R E D I B I L I T Y :THERES ONE QUESTION THAT DRIVES THE PUBLICS PERCEPTION OF AN EXECUTIVE OR SPOKESPERSON MORE THAN ANY OTHER: DOES HE OR SHE GET IT? A3 .C O M M I T M E N TSET THE RIGHT TONE, WITH ACTIONS AND WORDS TO THE MEDIA, AFFECTEDSTAKEHOKDERS 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 MORETHAN SOMEONE WHOS 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 48. I NAC R I S I S( B O T HC O M M U N I C A T I O N SI N T E R N A L L YE X T E R N A L L Y )I SA N DE S S E N C I A L . 49. M O V I N GF O RWA R D 50. S O C I A LC H A N G E SV A L U E S , N A R A T I V E S ,T H ET H ET H EO L DO L DO L DW A Y S . 51. T H EL I N E SB E T W E E NC O M M U N I C AT I O N S B L U R R I N GA N DE N C O U R A G E O FA N YD O N TS H O U L DH A S T E NR E M A I N I N G K N O WO RA R EW E L C O M E ,T H EW A L L S .W H E T H E RA D V E R T I S I N G ,T H EP R O F E S S I O N SW EA N DA L LT E A R I N GG R E ATT H E Y R EI D E A SP 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 RD O W N 52. THANK YOU FOR YOUR TIME. YOU CAN FIND A COPY OF THIS PRESENTATION HERE: WWW.SLIDESHARE.NET/ALIBULLOCK/P RESENTATIONS LINKEDIN: ALI BULLOCKALIBULLOCK@GMAIL.COM WWW.ALIBULLOCK.COM

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