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On the darkside, presentation from Sam Cookney at Social Media in a Corporate Context
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On the darkside, presentation from Sam Cookney at Social Media in a Corporate Context

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Dark sites are becoming an increasingly important part of a company’s crisis communications plan. Pages, microsites, and whole 'command and control' crisis centres are increasingly ready and waiting …

Dark sites are becoming an increasingly important part of a company’s crisis communications plan. Pages, microsites, and whole 'command and control' crisis centres are increasingly ready and waiting for potential disasters to strike. Because when crises erupt, the communication often evolves at a frightening pace, with that pace being driven by social. This session, led by NASDAQ OMX, looks at dark sites in general but also on building in proactive social tools with those sites so crises-related conversations can be monitored, steered and hopefully contained.


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  • 1. ON THE DARK SIDESocial Media in a Corporate Context15 November 2012 © Copyright 2011, The NASDAQ OMX Group, Inc. All rights reserved.
  • 2. WHY NASDAQ OMX?
  • 3. THE DARK SIDE
  • 4. CRISIS MANAGEMENTFIRST PRINCIPLES Measure a crisis by Manage two the impact it could things: have on your 1. The Information organization 2. The Message Take responsibility Respond Quickly Be accessible Be honest
  • 5. THE VICIOUS CIRCLE OF COMMUNICATING IN A CRISIS Lack of accessible information No time to formulate Journalists call consistent messages Time absorbed answering phone calls
  • 6. THE CIRCLE OF SUCCESS WITH MULTICHANNEL MESSAGING Website, email and social channels used to keep media informed More time to Journalists are plan response able to self – and formulate service for key messaging information Comms team able to reduce low value inbound calls
  • 7. THE 3 P’S OF CRISISCOMMUNICATION:PEOPLEPLATFORMPOLICY
  • 8. PEOPLE • Right team in place • Who’s the key audience? • Empower staff on social media
  • 9. PLATFORM • Familiar • Fire-power • Secure • Multi-channel distribution • Analytics
  • 10. POLICY (REPRODUCED FROM SOCIAL MEDIA INFLUENCE HTTP://HTTP://SOCIALMEDIAINFLUENCE.COM/)
  • 11. DARK SITE – THE CRISIS EXPRESS LANE • Home/Statement page • Social media feeds • Key information/FAQ • Media area Keep it simple • Contact details • Site map
  • 12. MARKETING THE SITE – AN OWNED MEDIA CHANNEL
  • 13. CONTROL THE MESSAGE – WHAT’S REAL?
  • 14. FINALLY – DON’T ACCIDENTALLY HIT ‘PUBLISH’
  • 15. THANK YOU! Sam Cookney Associate Director, Communications and Marketing NASDAQ OMX sam.cookney@nasdaqomx.com Mobile: 07785 615 653
  • 16. PHOTO CREDITS – CREATIVE COMMONS LICENSE VIA FLIKRDark side of the moonhttp://www.flickr.com/photos/d3l/3681854235/Nelsons Column, Trafalgar Squarehttp://www.flickr.com/photos/kevinpoh/6920255769/Divehttp://www.flickr.com/photos/joeshlabotnik/516341295/Statue of Libertyhttp://mashable.com/2012/10/29/fake-hurricane-sandy-photo