CRISIS COMMUNICATIONS AND
REPUTATION MANAGEMENT
IN THE DIGITAL AGE
Stock Value Plummets 90%
Trading Halted at 11:10 AM
Stock Closes Down
10% For The Day
1. Accidental
2. Deliberate but
uncoordinated
3. Organized
campaigns
CONSUMERS TRUST SOCIAL
50%
Half of all online users gather news from within
their social networks
37% More than a third of...
CONNECTING IN THE AGE OF SOCIAL
PUBLIC RELATIONS
“TRUST ME,
HE’S A GREAT LOVER”
“I’M A GREAT LOVER.
I’M A GREAT LOVER.
I’M A GREAT LOVER.”
ADVERTISING
CONNECTING IN THE AGE OF SOCIAL
* Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-s...
WHY DOES SOCIAL MEDIA MATTER?
• Top 8 reasons
social media presents real
challenges and clear opportunities for
clients, b...
WHY DOES SOCIAL MEDIA MATTER?
REASON 1
• 2/3rds of the global Internet
population visits social networks
WHY DOES SOCIAL MEDIA MATTER?
REASON 2
• There are now 133 million active
blogs online. 50% of professional
bloggers are p...
WHY DOES SOCIAL MEDIA MATTER?
BLOGOSPHERE CRISIS CASE STUDY:
SIX FLAGS BANKRUPTCY
WHY DOES SOCIAL MEDIA MATTER?
REASON 3
• Twitter now has 180 million
registered users. 300,000 join
every day, sending 85 ...
WHY DOES SOCIAL MEDIA MATTER?
REASON 4
• YouTube users watch 2 billion
videos everyday. 24 hours of new
video is uploaded ...
ONLINE VIDEO CRISIS CASE STUDY:
LIFELOCK
WHY DOES SOCIAL MEDIA MATTER?
REASON 5
• If Facebook were a country,
it would be the 3rd most
populated in the world.
WHY DOES SOCIAL MEDIA MATTER?
• Facebook has 520+ million
users, 1.5 million business
pages and 100 million mobile
users
p...
WHY DOES SOCIAL MEDIA MATTER?
REASON 6
• Customers today who make buying
decisions online want to continue
their brand int...
LOGOS CAN’T TALK - CSR CASE STUDY:
COMCAST
WHY DOES SOCIAL MEDIA MATTER?
REASON 7
• Social media provides every individual
and organized issue advocacy group
with a ...
OVERWHELMING MAJORITY OF ADVOCACY
GROUPS USE AT LEAST ONE SOCIAL PLATFORM
Thirty-three out of the 34 political advocacy
gr...
ALMOST ALL GROUPS ARE USING MULTIPLE
PLATFORMS SIMULTANEOUSLY
Ninety-one percent of the political advocacy
groups that use...
INTEREST GROUPS USE SOCIAL MEDIA TO
ADVOCATE POSITIONS ON LEGISLATION
• All of the political advocacy groups on Facebook a...
GROUPS USE SOCIAL TO ENCOURAGE DIRECT
LOBBYING OF POLITICIANS
• Sixty-one percent of political advocacy groups on Twitter
...
DIALOGUE VERSUS MONOLOGUE
 On Twitter, 73 percent of political advocacy groups
mentioned or directly responded to others.
STAKEHOLDERS ARE SEEKING OUT AND
CONNECTING WITH ADVOCACY GROUPS
• The average number of followers, fans, and subscribers ...
ISSUE ADVOCACY CASE STUDY:
GREENPEACE VS NESTLE
50,000+ Followers
500,000+ Fans
1.8 Million+ Views
UNIONS ARE ALREADY ACTIVE
UNION ORGANIZING CASE STUDY:
NATIONAL EDUCATION ASSOCIATION
Creating multiple properties has facilitated broad stakeholder...
WHY DOES SOCIAL MEDIA MATTER?
REASON 8
• Members of Congress, the White
House, U.S. and global regulatory
agencies are act...
• About six out of 10 (62%) senators and
representatives have Twitter accounts.
• While there are fewer Republicans in Con...
DIALOGUE VERSUS MONOLOGUE
• 53% of accounts are re-tweeting content.
• 59% of congressional accounts are using the “@”
fun...
WHAT’S COMING NEXT:
THE WHITE HOUSE PLAYBOOK
YOUR LOGO
HERE
BEST PRACTICES:
SOCIAL MEDIA CRISIS MANAGEMENT
1. Prepare - Use your peacetime to build credibility and identify
your pote...
Dallas Lawrence
Managing Director
Twitter: @dallaslawrence
dallas.lawrence@proofic.com
BOLO2010 Lawrence
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BOLO2010 Lawrence

  1. 1. CRISIS COMMUNICATIONS AND REPUTATION MANAGEMENT IN THE DIGITAL AGE
  2. 2. Stock Value Plummets 90% Trading Halted at 11:10 AM Stock Closes Down 10% For The Day
  3. 3. 1. Accidental 2. Deliberate but uncoordinated 3. Organized campaigns
  4. 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. 5. CONNECTING IN THE AGE OF SOCIAL PUBLIC RELATIONS “TRUST ME, HE’S A GREAT LOVER”
  6. 6. “I’M A GREAT LOVER. I’M A GREAT LOVER. I’M A GREAT LOVER.” ADVERTISING CONNECTING IN THE AGE OF SOCIAL
  7. 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. 8. WHY DOES SOCIAL MEDIA MATTER? • Top 8 reasons social media presents real challenges and clear opportunities for clients, businesses and organizations today.
  9. 9. WHY DOES SOCIAL MEDIA MATTER? REASON 1 • 2/3rds of the global Internet population visits social networks
  10. 10. WHY DOES SOCIAL MEDIA MATTER? REASON 2 • There are now 133 million active blogs online. 50% of professional bloggers are parents.
  11. 11. WHY DOES SOCIAL MEDIA MATTER?
  12. 12. BLOGOSPHERE CRISIS CASE STUDY: SIX FLAGS BANKRUPTCY
  13. 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. 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. 15. ONLINE VIDEO CRISIS CASE STUDY: LIFELOCK
  16. 16. WHY DOES SOCIAL MEDIA MATTER? REASON 5 • If Facebook were a country, it would be the 3rd most populated in the world.
  17. 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. 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. 19. LOGOS CAN’T TALK - CSR CASE STUDY: COMCAST
  20. 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. 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. 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. 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. 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. 25. DIALOGUE VERSUS MONOLOGUE  On Twitter, 73 percent of political advocacy groups mentioned or directly responded to others.
  26. 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. 27. ISSUE ADVOCACY CASE STUDY: GREENPEACE VS NESTLE 50,000+ Followers 500,000+ Fans 1.8 Million+ Views
  28. 28. UNIONS ARE ALREADY ACTIVE
  29. 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. 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. 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. 32. DIALOGUE VERSUS MONOLOGUE • 53% of accounts are re-tweeting content. • 59% of congressional accounts are using the “@” function.
  33. 33. WHAT’S COMING NEXT: THE WHITE HOUSE PLAYBOOK YOUR LOGO HERE
  34. 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. 35. Dallas Lawrence Managing Director Twitter: @dallaslawrence dallas.lawrence@proofic.com
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