Costa Concordia & Digital Crisis Management - The first 48 hours

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This document reflects relevant online activity related to the grounding of the Costa Concordia which occurred on the evening of Jan 13, 2012. It covers the period between 09:00 Jan 14 - 09:00 Jan 16. It is based purely on external analysis of the incident and communications activities undertaken in the public domain.

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  • Costa Concordia & Digital Crisis Management - The first 48 hours

    1. 1. #Costa ConcordiaDigital Crisis AnalysisConducted by: Brendan Hodgson, Strategy Director, BrusselsDate: Jan 13-16, 2012@brendanhodgson
    2. 2. Parameters Analysis conducted between 9:00, Jan 14 – 9:00 Jan16 Analysis of relevant publicly accessible sites, including: – Corporate sites of affected entity – Facebook – Twitter – YouTube – Forums – News entities – Other relevant sites This analysis is based on purely external analysis and does not reflect any knowledge of internal crisis communications procedures at Costa Cruise Lines
    3. 3. H+K CRISIS AUDIT: #Costa Concordia Costa Concordia: 114,500 Tonne cruise ship Carrying approx 3200 passengers + 1000 crew Jan 13, 2012 – 19:00 – Sets sail from Civitavecchio – 21:30 – Runs aground off Giglio Coastline – c. 22:20 – Coast Guard begins Real time Web cam 01-14-12 evacuation 6 Fatalities / 16 missing (Jan 16) Captain taken into custody
    4. 4. H+K CRISIS AUDIT: #Costa ConcordiaGoogle News: Google News: Google News:09:30 Jan 14, 2012 14:30 Jan 14, 2012 11:00 Jan 15, 2012
    5. 5. H+K CRISIS AUDIT: #Costa Concordia 01-13-2012 Social Amplification: – Jan 13 – Jan 16, 2012 35,000+ Tweets 10,900+ Blog mentions 34,000+ News mentions online 4600+ YouTube video mentions 01-16-2012
    6. 6. H+K CRISIS AUDIT: #Costa Concordia 6 Costa Cruises operates websites supporting a variety of regions / languages The company also manages a variety of social platforms: – Twitter (@costacrociere) – Facebook (EN & IT) – YouTube – CBlog Screengrabs taken @ 09:30 AM 01-14-121/17/2012
    7. 7. H+K CRISIS AUDIT: #Costa Concordia 7 Jan 14: – Rapid amplification of early images from passengers, witnesses, media: Screengrabs taken @ 09:30 AM 01-14-121/17/2012
    8. 8. H+K CRISIS AUDIT: #Costa Concordia 8 Jan 14: – Media turn to Twitter to seek passengers / eye- witnesses Screengrabs taken @ 09:30 AM 01-14-121/17/2012
    9. 9. H+K CRISIS AUDIT: #Costa Concordia 9 Jan 14: – Dark site activated early AM – Statements time-stamped 1:00 AM and 5:00 AM Screengrabs taken @ 09:30 AM 01-14-121/17/2012
    10. 10. H+K CRISIS AUDIT: #Costa Concordia Jan 14: – Rapid activation of social amplifiers: • Blog • Facebook Screengrabs taken @ 09:30 AM 01-14-12 • Twitter
    11. 11. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: Screengrabs taken @ 09:30 AM – As Europe wakes up to the 01-14-12 news, corporate site struggles to meet traffic demand – Social amplifiers become critical channels to supplement traditional processes. – Inability of corporate site to manage traffic in early hours reinforced social channels as back-ups / alternate sources.
    12. 12. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: – At approx. 11:00 AM CET, all primary corporate sites were inaccessible. – For a 3-4 hour period, social media represented sole direct interface with company Screengrabs taken @ 11:00 AM 01-14-12
    13. 13. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: – Increased reliance on social networks to share corporate content. Active engagment 09:30 Jan 14, 2012 15:15 Jan 14, 2012
    14. 14. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: – Lack of consistency across other FB sites re. Timing of updates (e.g. English). Protocols must be considered for cross-jurisdictional platform management 09:30 Jan 14, 2012 14:00 Jan 14, 2012
    15. 15. H+K CRISIS AUDIT: #Costa Concordia JAN 14: – By 15:15, access to corporate site remains spotty – contact # is added to front page. 15:15 Jan 14, 2012
    16. 16. H+K CRISIS AUDIT: #Costa Concordia 18:30 Jan 14, 2012 JAN 14: – Sporadic updates to crisis site throughout day. 5 hour gaps between major statements / announcements – Communications remains largely structured for media 15:15 Jan 14, 2012 15:30 Jan 14, 2012
    17. 17. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: – Active amplification via Twitter – @replies informing interested parties of emergency tel # – Negative: Company avoided #costa hashtag – Negative: Company did not include link in @replies back to site 12:00 Jan 16, 2012
    18. 18. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: – Parent company, Carnival Cruise Lines, joins conversation late on the 14th. 10:30 Jan 15, 2012
    19. 19. H+K CRISIS AUDIT: #Costa Concordia INSIGHT: – Dissemination and dialogue occurred across wide variety of platforms, forums, communities etc. – Many platforms referred to past history of company and vessel re. Previous groundings, superstitions re. launch
    20. 20. AUDIT: #Costa Concordia 20 Lessons Learned: – An organization’s website has become an essential communications channel, and must be viewed and managed as such – Social platforms play an essential back-up role during ‘hot’crisis activity – Policies must be considered for effective and consistent dissemination across multiple regions/jurisdictions – Use of #hashtags related to crises should exploited vs avoided in order to gain maximum exposure for message – Opportunities to fill gaps between statements should be explored in order to emphasize active response, transparency1/17/2012

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