Crisis at the Speed of Light

Crisis at the speed of light….

Speed of Light: 186,000 miles per second

You can’t know precisely where crisis will come from. That’s why it’s called a crisis…

Being Prepared IS Everything…

“ If you can’t get a video of your CEO on YouTube within 3 hours, anytime of day or night, you are not ready.” Jason Baer

Paradigm shift: Spokesperson to media gatekeepers

New world order: You are not in control…

“ Technology is shifting the power away from editors, publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch

Your Crisis Challenge…

Unexpected, unauthorized and vetted leakage

Damage by perception

Photos, comments, conversation that conflicts

Repurposed statements

Confusion

The way we were….

House fire every 30 seconds in the US…

Over $120 million in product liability lawsuits in three months…

Integrated response team

Senior management involvement

Legal counsel

Outside experts

Lives saved testimonials

Government agency support

Challenge: media analysis and interpretation…

Familiar response vehicles…

Deep background, off record interviews

Outside expert sound bites

Press conferences

Counter-offensive media – lives saved

Satellite feeds

Reports, studies, quote-able sources

Testing demonstrations

What’s changed?

Time – speed of light

Media – people-driven

Who’s in control – they are

Social Crisis Management

The evolution of how we do business…

Marketing – the talkers

Customer service – the listeners

Social media – huh?? The conversation-ers??

93% of social media users want companies to have an on-line presence…now!

Brand Trust Ladder INVASIVE Telemarketing, spam PUSH Ads, promos, direct mail AUTHENTIC Experiences Events VALIDATION Trusted Influencers Character of Customer Interaction Communication ROI Relationship Driven Transactional Tuned Out Engaged Trusted Disbelief

The “full duplex” conversation…

Social media is word of mouth on steroids

Social media can create and solve crises

If Facebook were a country it would be larger than Japan.

As of July there were 23 million users on Twitter

Three million Tweets per day

Viral communication happens…

Is today your –

Dominos

United Airlines

Motrin

Pork Board

Dell???

Social Web alters communications landscape…

Tweets on Swine Flu exceed 10,000 per hour

Crisis Constants…

Perception leads reality

Fear drives perception

Messages/images promulgate fear

Communication now in visual, verbal and video form is instantaneous, global, track-able, available 24/7 and permanent…

The new rules:

What you say IS the message…

The Good News

Your message conveyed without filter instantly, everywhere…

The Bad News

Not everyone will like it and you will hear about it…

Social Media

Caution …

Transparency: if it can be known, it will!

Social media platforms do not intersect…

It is a collection of unique city-states…

A new strategic approach …

Flashpoint Response:

Tweet to Tweet

On Facebook

Blog to Blog

Video to Video

Dominoes big disconnect: press release response to a video

Lesson #1: on-line listening now!!

Radian6

Cision

Spiral16

Lesson #2:

Fight fire with fire!!

Crisis messaging:

Humanization of leaders

Plain speaking

Empathy

Responsiveness

Honesty

It’s about conversational communication…

So how does this work?

Listen

Engage

Respond

Repeat

Your new response tool kit…

Social media platform

Video

Podcast

Blog

Links

Photo gallery

Whitepapers

Background studies

Experts and credible third parties

Your crisis infrastructure:

Web platform construction in-house

Twitter embassy

Facebook presence

Listening tools and monitoring

Your crisis team:

Strategy experts

Message makers

Content creators

Legal

Vital step: Internal media policy Parallel employee communication

Honesty is the right policy…

Bob Wheatley

Wheatley & Timmons, Inc

312-755-6200

[email_address]

Blog: brandtrailblazers.com/blog

Web: www.wheatleytimmons.com

Crisis at the Speed of Light

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