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BOLO2010 Lawrence

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Dallas Lawrence -- Crisis Communication and Reputation Management in the Digital Age

Dallas Lawrence -- Crisis Communication and Reputation Management in the Digital Age

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  • 1. CRISIS COMMUNICATIONS AND REPUTATION MANAGEMENT IN THE DIGITAL AGE
  • 2. Stock Value Plummets 90% Trading Halted at 11:10 AM Stock Closes Down 10% For The Day
  • 3. 1. Accidental 2. Deliberate but uncoordinated 3. Organized campaigns
  • 4. CONSUMERS TRUST SOCIAL 50% Half of all online users gather news from within their social networks 37% More than a third of internet users contribute to creating news. Source: 2010 Pew State of the News Media Annual Report on American Journalism 75% Three quarters of online users receive news forwarded via email or social networking posts Consumers are seeking, and sharing brand information online like never before
  • 5. CONNECTING IN THE AGE OF SOCIAL PUBLIC RELATIONS “TRUST ME, HE’S A GREAT LOVER”
  • 6. “I’M A GREAT LOVER. I’M A GREAT LOVER. I’M A GREAT LOVER.” ADVERTISING CONNECTING IN THE AGE OF SOCIAL
  • 7. * Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media CONNECTING IN THE AGE OF SOCIAL
  • 8. WHY DOES SOCIAL MEDIA MATTER? • Top 8 reasons social media presents real challenges and clear opportunities for clients, businesses and organizations today.
  • 9. WHY DOES SOCIAL MEDIA MATTER? REASON 1 • 2/3rds of the global Internet population visits social networks
  • 10. WHY DOES SOCIAL MEDIA MATTER? REASON 2 • There are now 133 million active blogs online. 50% of professional bloggers are parents.
  • 11. WHY DOES SOCIAL MEDIA MATTER?
  • 12. BLOGOSPHERE CRISIS CASE STUDY: SIX FLAGS BANKRUPTCY
  • 13. WHY DOES SOCIAL MEDIA MATTER? REASON 3 • Twitter now has 180 million registered users. 300,000 join every day, sending 85 million tweets every 24 hours.
  • 14. WHY DOES SOCIAL MEDIA MATTER? REASON 4 • YouTube users watch 2 billion videos everyday. 24 hours of new video is uploaded every minute of every day by the site’s 250 million monthly visitors.
  • 15. ONLINE VIDEO CRISIS CASE STUDY: LIFELOCK
  • 16. WHY DOES SOCIAL MEDIA MATTER? REASON 5 • If Facebook were a country, it would be the 3rd most populated in the world.
  • 17. WHY DOES SOCIAL MEDIA MATTER? • Facebook has 520+ million users, 1.5 million business pages and 100 million mobile users per day { Average User Spends > 55 minutes on Facebook
  • 18. WHY DOES SOCIAL MEDIA MATTER? REASON 6 • Customers today who make buying decisions online want to continue their brand interaction in the same medium. • Social Customer Service cuts costs, reduces reputational damage and increases customer loyalty.
  • 19. LOGOS CAN’T TALK - CSR CASE STUDY: COMCAST
  • 20. WHY DOES SOCIAL MEDIA MATTER? REASON 7 • Social media provides every individual and organized issue advocacy group with a free globally interconnected multi-media megaphone aimed directly at your corporate reputation.
  • 21. OVERWHELMING MAJORITY OF ADVOCACY GROUPS USE AT LEAST ONE SOCIAL PLATFORM Thirty-three out of the 34 political advocacy groups examined use at least one social media platform, including either a Facebook page, Twitter account or YouTube channel.
  • 22. ALMOST ALL GROUPS ARE USING MULTIPLE PLATFORMS SIMULTANEOUSLY Ninety-one percent of the political advocacy groups that use social media use Twitter, Facebook and YouTube as a means of outreach.
  • 23. INTEREST GROUPS USE SOCIAL MEDIA TO ADVOCATE POSITIONS ON LEGISLATION • All of the political advocacy groups on Facebook and Twitter use the platforms to share views and news about specific local, state or federal legislation or regulation. • Advocacy groups use Twitter more than Facebook to relay legislative and regulation messages.
  • 24. GROUPS USE SOCIAL TO ENCOURAGE DIRECT LOBBYING OF POLITICIANS • Sixty-one percent of political advocacy groups on Twitter and 56 percent on Facebook use social media to encourage stakeholders to lobby politicians. • Ninety-five percent of direct outreach posts on Twitter and 89 percent on Facebook provided phone numbers, instructions or easy to fill out forms to contact politicians.
  • 25. DIALOGUE VERSUS MONOLOGUE  On Twitter, 73 percent of political advocacy groups mentioned or directly responded to others.
  • 26. STAKEHOLDERS ARE SEEKING OUT AND CONNECTING WITH ADVOCACY GROUPS • The average number of followers, fans, and subscribers on Twitter (4,880 followers), Facebook (32,588 fans) and YouTube (777 subscribers) highlights significant public interest in connecting with advocacy groups via social.
  • 27. ISSUE ADVOCACY CASE STUDY: GREENPEACE VS NESTLE 50,000+ Followers 500,000+ Fans 1.8 Million+ Views
  • 28. UNIONS ARE ALREADY ACTIVE
  • 29. UNION ORGANIZING CASE STUDY: NATIONAL EDUCATION ASSOCIATION Creating multiple properties has facilitated broad stakeholder engagement • Facebook (3 pages) – National Education Association: 7,205 “likes”, daily content updates – Speak Up For Education & Kids: 35,827 “likes”, multiple daily updates, emphasis on motivating members to force changes in education legislation – NEA Priority Schools Campaign: 2,483 “likes”, posts directly address members and start discussions • Twitter (3 accounts) – NEA Today: 8,405 followers – NEA Media: 682 followers – Priority Schools: 697 followers
  • 30. WHY DOES SOCIAL MEDIA MATTER? REASON 8 • Members of Congress, the White House, U.S. and global regulatory agencies are actively engaging in social media.
  • 31. • About six out of 10 (62%) senators and representatives have Twitter accounts. • While there are fewer Republicans in Congress, a larger percentage of them are using Twitter to communicate. 72% of Republicans have at least one Twitter account, compared with 55% of Democrats. CONGRESSIONAL USE OF TWITTER
  • 32. DIALOGUE VERSUS MONOLOGUE • 53% of accounts are re-tweeting content. • 59% of congressional accounts are using the “@” function.
  • 33. WHAT’S COMING NEXT: THE WHITE HOUSE PLAYBOOK YOUR LOGO HERE
  • 34. BEST PRACTICES: SOCIAL MEDIA CRISIS MANAGEMENT 1. Prepare - Use your peacetime to build credibility and identify your potential online brand ambassadors before you need them. 2. Integrate - Coordinate across all teams, both online and off. 3. Benchmarks - Establish clear objectives and don’t try and do “everything” at once. 4. Avoid Talking Logos - Identify and train your internal and external social media ambassadors/spokespeople early. 5. Define It – Create the visuals and the narrative during and after a crisis to define the situation before others define it for you. 6. Fix It – Over communicate actions, stop explaining and begin to articulate the next steps to fix the problem. 7. Engage - Don’t ignore criticism – answer it and claim at least ½ of the narrative. 8. Don’t Forget Employees - Define best practices for online employee communications. 9. Don’t Quit!
  • 35. Dallas Lawrence Managing Director Twitter: @dallaslawrence dallas.lawrence@proofic.com

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