Every Crisis is Global, Social, Viral

Every Crisis is Global, Social, Viral!

MSLGROUP Crisis Network!

MSLGROUP Crisis Network!MSLGROUP Crisis Network is a global network of our 50+ crisis experts,with deep vertical expertise across industries and geographies, connected toeach other by our proprietary Peopleʼs Lab crowdsourcing platform. !For more, see: http://crisis.mslgroup.com !

Every Crisis is Global, Social, Viral!

The end of trust!Crisis management in todayʼs fragile world is intrinsically interlinked withglobal shifts in trust and power between individuals, inﬂuencers andinstitutions. !“In times of crisis, executives are seen as imbeciles, and in times of euphoria, they are seenas geniuses.”!SERGE TCHURUK, Former CEO, Alcatel SA!Photo from p22earl on Flickr!

Power to the people!Trust in all institutions, including corporations and governments, is at anall-time low across the world. People believe that only they themselvescan come up with innovative solutions to our most pressing problems.!Photo from untitlism on Flickr!

Every crisis is global, social, viral!Corporations need to master three interplays shaping crisis: theinterplay between mainstream media and social media, the interplaybetween local and global dynamics, and the interplay between crisisplanning and response. !Photo from Gamma-Ray Productions on Flickr!

Interplay between mainstream and social!The boundaries between mainstream media and social media areburring as online influencers are linking to media stories and newsorganizations are quoting online influencers.!“Technology is shifting the power away from the editors, the publishers,  the establishment, the media elite. Now itʼs the people who are in   control.”   RUPERT MURDOCH, Chairman and CEO, News Corporation!Photo by Ben Chau on flickr!!

Interplay between local and global!No crisis is truly local in our interconnected world, as memes orhashtags can spread globally in seconds on the social web, yet localconsiderations must be factored into crisis planning and response.!“Sometimes when you come through a crisis you become better listeners...”!ANN MULCAHY, CEO and Chairman, Xerox Corporation!hoto from h.koppdelaney n Flickr!

Interplay between planning and responding!Itʼs critical to plan and prepare for crisis scenarios, but itʼs even moreimportant to respond to emergent crisis situations authentically, withoutover-reliance on scripted messages.!“When you have a crisis, the crisis itself becomes one of your biggest asset if that crisis isbad enough. Everyone get very modest and humble and listens. If you need do rough things,you do rough things.”!CARL-HENRIC SVANBERG, CEO, Ericsson!Photo from alancleaver on Flickr!

Social media and the news curve!

The news curve!All news stories develop in a similar manner, following the news curve.The news curve has four stages: breaking news, context, analysis andarchival.! Attention! 2! Context! 3! Analysis! Has something similar Why did it happen and happened before?! what does it mean?! 1! Breaking news! 4! Archival! What happened? With Off the front page and whom? Where?! the evening news.! crisis.mslgroup.com! Time!

The news curve!The news curve is becoming shorter in the ʻbreaking newsʼ and ʻcontextʼstages, but longer in the ʻanalysisʼ and ʻarchivalʼ stages. The news curveis also becoming more fragmented.! Attention! 2! Context! 3! Analysis! More fragmented, but more viral! 1! Breaking news! 4! Archival! crisis.mslgroup.com! Time! Shorter head! Longer tail!

Social media and the news curve!Social media and search are playing an important role in re-shaping thenews curve. Different social media behaviors play different roles acrossthe four stages of the news curve.! Attention! 2! Context! 3! Analysis! Sharing links via Sharing opinions hashtags! via blog posts! 1! Breaking news! 4! Archival! Sharing stories via Searching for retweets! stories via Google! crisis.mslgroup.com! Time!

Overlapping news curves!Each news story leads to clusters of related stories, leading tooverlapping news curves. In fact, each news curve consists of a clusterof smaller news curves.! 1! +! 2! +! 3! Attention! 1! 2! 3! crisis.mslgroup.com! Time!

Social media and the crisis curve!

The crisis curve!The four stages in the crisis curve correspond to the four stages in thenews curve, and social media makes it more difﬁcult to control a crisis.! Attention! 2! Spotlight! 3! Blame Game! Sharing links via Sharing opinions hashtags! via blog posts! More fragmented, 1! Flash Point! but more viral! 4! Resolution! Sharing stories via Searching for retweets! stories via Google! crisis.mslgroup.com! Time! Shorter head! Longer tail!

Overlapping crisis curves!Like overlapping news curves, clusters of related crisis stories lead tooverlapping crisis curves that build upon each other.! 1! +! 2! +! 3! Attention! 1! 2! 3! crisis.mslgroup.com! Time!

Interplay between social media andmainstream media!The interplay between social media and mainstream media shapes thecrisis curve, with online influencers linking to media stories and mediaquoting online influencers.! Attention! 2! 3! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!

Three types of crises!Based on the interplay between mainstream media and social media atthe ﬂash point stage, crisis situations can be categorized into threetypes that need different approaches.! Attention! 1! Real world! 2! 3! 2! Slow burn!3! Flash mob! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the inﬂuence of the story.!

The ʻreal worldʼ crisis!A real world incident (oil spill, ﬁnancial scam, sex scandal) precipitatesthe crisis. Mainstream media puts a spotlight on the crisis while socialmedia ampliﬁes the crisis.!“Turbulence is a time to focus on what matters most to your business... It is a time whenwaste and duplication need to be shed, and it is a time... to continue to communicate withconsumers.”!MUHTAR KENT, President and CEO, Coca-Cola Co.!!Photo from mugley on Flickr!

The ʻreal worldʼ crisis!A real world incident (oil spill, financial scam, sex scandal) precipitatesthe crisis. Mainstream media puts a spotlight on the crisis while socialmedia amplifies the crisis.! 2! 3! Attention!- Triggered byreal worldincident!!- Driven bymainstreammedia! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!

Example: BP Gulf of Mexico oil spill!During the protracted BP Gulf of Mexico crisis in 2010, the ﬂash pointwas the oil spill itself, but social media played a critical role in thespotlight, blame game and resolution stages.!Source: BP Spills Coffee viral video!

The ʻslow burnʼ crisis !Social media conversations (product quality, customer support,employee discontent) build up into a crisis and are picked up byinﬂuential bloggers and even mainstream media.!“If you make customers unhappy in the physical world, they might each   tell 6 friends. If you make customers unhappy on the Internet, they can  each tell 6,000 friends.”!JEFF BEZOS, CEO, Amazon!

The ʻslow burnʼ crisis!Social media conversations (product quality, customer support,employee discontent) build up into a crisis and are picked up byinﬂuential bloggers and even mainstream media.!- Triggered by 2! 3! Attention!social mediachatter!!- Driven bysocial mediaconversations! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the inﬂuence of the story.!

Example: Dell Hell!In 2005, inﬂuential blogger Jeff Jarvis blogged about a series of badcustomer service experiences with Dell, and became the focal point ofthe Dell Hell crisis.!Source: Dell Social Media Command Center!

The ʻﬂash mobʼ crisis!A social media meme (Greenpeace campaign, anti-brand hashtag, anti-brand video) creates a ﬂash mob, turns into a crisis, and is picked up bymainstream media.!“If [social media activists] can bring down the Egyptian regime in a few   weeks, they can bring us down in nanoseconds.”!PAUL POLMAN, CEO, Unilever!

The ʻflash mobʼ crisis!A social media meme (Greenpeace campaign, anti-brand hashtag, anti-brand video) creates a flash mob, turns into a crisis, and is picked up bymainstream media.!- Triggered by 2! Attention! 3!social mediameme!!- Driven bysocial mediaconversations! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!

Example: Greenpeace vs. Nestle Kit Kat!In 2010, Greenpeace created a viral video led campaign to protestagainst Nestle and protestors hijacked Nestleʼs Facebook page andﬁlled it with abusive comments and Nestle Killer proﬁle pics.!Source: Greenpeace!

Social media for crisiscommunications!

Social media and crisis comms!MSLGROUP has created a crisis planning and response toolkit thatincludes tools and best practices for leveraging social media at eachstage in the crisis curve.! Attention! 2! Spotlight! 3! Blame Game! Plot heat map of Shape narrative crisis ﬂows! via owned media! 1! Flash Point! 4! Resolution! Track early Optimize for warning signals! search results! crisis.mslgroup.com! Time! 0! Before Crisis! Plan for crisis scenarios!

Plan for crisis scenarios!Itʼs critical to map out crisis situations and plan for alternate scenarios inadvance, in order to respond to them effectively.!Mapping outalternate crisisscenarios andplanning fortheir best,worst and mostlikely cases Worst Case!can helprespond tothemeffectively.! Most Likely! Best Case! Negative! Neutral! Positive! Each circle represents a story on mainstream media or social media. The size of the circle represents the inﬂuence of the story.!

Plan for crisis scenarios!Different aspects of crisis planning play different roles at different stagesof the crisis.! Attention! 2! Spotlight! 3! Blame Game! Spokesperson & CMS-based crisis dark message mapping! site for response! Wiki-based crisis war room for collaboration! 1! Flash Point! 4! Resolution! Scenario, inﬂuencer Keyword-based search & keyword mapping! & social marketing! crisis.mslgroup.com! Time!

Track early warning signals!In the ﬂash point stage, social media can be used to track negativesocial media chatter, identify issues, and resolve them, before they turninto a crisis.!Identifyingnegative social 2! 3! Attention!media chatterearly can helpplan for andeven preventthe crisis,especially inthe case of aslow burn 1! 4!crisis.! crisis.mslgroup.com! Time! Negative! Neutral! Positive! Each circle represents a story on mainstream media or social media. The size of the circle represents the inﬂuence of the story.!

Plot heat map of crisis flows!In the spotlight stage, social media can be used to plot a heat map ofthe crisis flows between social media and mainstream media andidentify influencers hubs.!Identifying Attention!influencer hubscan help 2! 3!change thecrisis flowsbetweenmainstreammedia andsocial media.! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!

Shape narrative via owned media!In the blame game stage, social media can be used to shape thenarrative, especially by leveraging owned media channels to reframethe issue more positively.!Sharing a new Attention!perspective viaowned media 2! 3!at the righttime can helpshape thenarrative of thecrisis and avertdirect blame.! 1! 4! crisis.mslgroup.com! Time! Earned Earned Earned Negative! Neutral! Positive!Each circle represents a story on mainstreammedia or social media. The size of the circle Owned ! Ownedrepresents the inﬂuence of the story.! Neutral! Positive!

Optimize for search results!In the resolution stage, social media can be used to create new contextsfor positive stories, so that the negative stories arenʼt the mostprominent in search results.!Proactively Attention!creatingopportunities 2! 3!for positivestories at thetail of the crisiscurve can helpclose the crisisin a way thatminimizes 1! 4!ongoingdamage. ! crisis.mslgroup.com! Time! Earned Earned Earned Negative! Neutral! Positive!Each circle represents a story on mainstreammedia or social media. The size of the circle Owned ! Ownedrepresents the inﬂuence of the story.! Neutral! Positive!

Six tips for crisis management!

1. Build crisis preparedness!Proactively work on crisis preparedness, including crisis simulationworkshops, crisis manuals, crisis collaboration wikis and dark crisiswebsites.!

2. Train staff on social media guidelines!Train staff, including the C-suite, on the new news ecosystem andguidelines for social media engagement, before a crisis hits.!

3. Create local crisis plans!Create local crisis plans in collaboration with key inﬂuencers, instead ofmerely localizing global crisis plans.!hoto from danprates n Flickr!

4. Plan to communicate firsthand!Specifically plan for communicating firsthand with all key influencers,including employees, during a crisis.!Photo from xavitalleda on Flickr!

5. Build trust assets!Build trust assets, including the reputation of being rooted in a sharedpurpose, strong relationships with key inﬂuencers, and strong ownedmedia channels like blogs and microblogs.!Photo from pochacco20 on Flickr!!!

6. Respond with authenticity!Respond to the crisis with authenticity, integrity and the will to do theright thing, not only say the right thing.!Photo from ngmmemuda on Flickr!

For more: http://crisis.mslgroup.com!

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Every Crisis is Global, Social, Viral

by Gaurav Mishra on Jul 12, 2011

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Every Crisis is Global, Social, Viral — Presentation Transcript