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Marketing 2.0: Crisis Communications in the Social Media Era
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Marketing 2.0: Crisis Communications in the Social Media Era

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Organizational leaders and communicators face a daunting challenge in the face of a reputational crisis today. While none of the age-old fundamentals of communication have changed, the introduction of …

Organizational leaders and communicators face a daunting challenge in the face of a reputational crisis today. While none of the age-old fundamentals of communication have changed, the introduction of social channels to the mix has irrevocably changed the rules. In this session, online communication authority Shel Holtz will explain the impact of digital and social media on crisis communication, and help you learn how to...

* Accommodate the new definition of "news"
* Understand the role of the community manager during a crisis
* Make the case for a corporate blog as a vehicle for instant response
* Convince the Legal team that transparency will produce the best result
* Develop asseets others can use to support your efforts
* Apply the tried-and-true crisis principles to modern crisis situations

Shel Holtz is principal of Holtz Communication + Technology, consulting with organizations on the use of online technology to support strategic communciation objectives. The author of six communications-themed books, Shel is a regular speaker at conferences and workshops. He blogs at http://blog.holtz.com and co-hosts the first and longest-running communications-focused podcast, "For Immediate Release," at http://www.forimmediaterelease.biz. Shel is a founding Fellow of the Society for New Communication Research and is a Fellow of the International Association of Business Communicators. Sponsored by Human 1.0

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  • 1. Crisis Communications in the Social Media World Shel Holtz, ABC
  • 2. Baseline: What is a PR crisis?
    • An unanticipated event or disclosure that threatens your organization ’s/client’s reputation
  • 3. The conundrum
    • Nothing ’s changed
      • Crisis principles remain unaffected
    • Everything ’s changed
    • Solution: Apply crisis basics to Web 2.0 crises
  • 4. Crisis basics
    • The public is risk-averse
    • The public attaches little credibility to business advocates
    • Media ’s role is based on conflict
    • Advocacy groups will exploit your crisis to their own ends
    • Emotion, not logic, is at issue
      • If you engage in debate, you ’ll be seen as defensive
    • Crises are characterized by symbols
  • 5. Exxon Valdez
  • 6. Enron
  • 7. Ford Explorer/Firestone Tires
  • 8. FEMA/Katrina
  • 9. Key crisis goals
    • Survive the crisis
    • Present/maintain positive image
    • Maintain constituent support
    • Monitor / listen (a given)
      • Address misperceptions and misinformation
      • Eliminate or alter the symbols
  • 10. Tylenol (at first)
  • 11. Tylenol (long-term)
  • 12. Let ’s talk for a minute about your
  • 13. Evidence: Oxford study
    • Share values of companies responding well:
      • Initial 4% drop
      • Rebound
      • Finish year 7% above pre-crisis close
    • Share values of companies responding poorly:
      • Initial 10% drop
      • Prices remain down
      • Finish year 15% below pre-crisis close
    • That ’s a 22% difference!
  • 14. Evidence: Stanford Graduate School of Business
    • Organizations taking responsibility outperformed those that placed blame elsewhere by 14-19%
  • 15. Strategies
    • Respond quickly, accurately, professionally, with care
    • Be transparent and accessible
    • Treat perceptions as fact
    • Acknowledge mistakes
    • Tailor messages to address the “angry” party
    • Note other side ’s concerns
    • Make no public confrontations
    • Emphasize existing relationships
  • 16. The reality of crises today
    • Erupt with unprecedented speed
    • An insatiable thirst for news
    • Anyone can break news
    • Porous boundaries between social & mainstream media
  • 17. How fast does news break?
  • 18.  
  • 19. What is news?
    • Not just major announcements or milestones
    • Instead: Frequent, regular updates
      • We ’re in meetings discussing it
      • New information is emerging
    • These updates will drive the 140-character news cycle
      • Without them, other content will
  • 20. Original Blog Post or Tweet ReTweet Blog Post Video Delicious Digg Blog Post ReTweet ReTweet Blog Post Video Delicious Digg Blog Post ReTweet ReTweet Blog Post Video Delicious Digg Blog Post ReTweet ReTweet Blog Post Video Delicious Digg Blog Post ReTweet ReTweet Video Delicious Digg Blog Post ReTweet ReTweet Blog Post Video Delicious Digg Blog Post ReTweet Blog Post Mainstream Media
  • 21. Why use social media in a crisis?
    • It ’s where people increasingly go for information
      • Online social interaction centers around the "emergency period" of an event – University of Colorado at Boulder
    • Instant updating
    • Human voice
      • Accommodates public ’s emotional response
    • Produce a record
    • Two-way communication is more credible
  • 22. Why a blog is a prerequisite
    • Media follow them
    • Your critical publics read them
    • Serves as “hub” in a hub-and-spoke model
      • Publish once, distribute to multiple properties
  • 23.  
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  • 31. 138 total tweets to 32,000-plus
  • 32. A Case Study
    • Scott & White (Temple, TX)
    • Primary intake for Ft. Hood shooting victims
    • Blood donation efforts
    • Phones jammed with inquiries from…
      • Media
      • Families
      • Community
  • 33.  
  • 34.  
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39. Release assets into the wild
    • Core facts
    • Photos on Flickr
    • Videos on YouTube
    • Documents on Scribd
    • Presentations on SlideShare
  • 40. Leverage your existing relationships
  • 41. Acknowledge mistakes
  • 42. Don ’t: Filter the Negative
    • The 100% illusion
    of our publics are happy with us of the time
  • 43. Questions?
    • Shel Holtz, ABC
      • Phone: 415.367.3820
      • Email: [email_address]
      • Web: www.holtz.com
      • Blog: blog.holtz.com
      • Podcast: www.forimmediaterelease.biz
      • Lifestream: www.shelholtz.com
      • Skype: shelholtz
      • Twitter: @shelholtz
      • 2 nd Life: Shel Witte
      • Friendfeed: shelholtz
    Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0