Crisis communications in the Digital Age

Who We Are • Communications Strategy Our • Traditional & Social Media experience, Relations Your • Crisis Preparedness success! • Internal Communications • Media Training • Analysis, Measurement, Research Lars Voedisch Principal Consultant lars@preciouscomms.com © 2012 by Precious Communications

Crisis Fundamentals Establishment:Time is crucial for managing risk Full crisisas it allows you to stay in the‘driver seat’ Erosion: Spreading: Relevance Growing declines interest Emergence: Issue gets publicPotential:Known areas When a crisis happens: Get it fast, Get it right, Get it out, and YOU? Get it over! Your problem won’t improve with age. N. Augustine, CEO Lockhead 2012 by Precious Communications © Martin

Activists change their Facebookprofile photosto anti-Nestlé slogans andstart posting to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeaces video campaign © 2012 by Precious Communications 11

Activists Nestlé: “To repeat: we change their welcome your Facebook comments, but pleaseprofile photos dont post using anto anti-Nestlé altered version of any of slogans and our logos as your profilestart posting pic--they will be to the Nestlé deleted” fan page Nestlé unwillingly put public attention to Greenpeaces video campaign © 2012 by Precious Communications 12

Activists Nestlé: “To repeat: we change their welcome your Facebook comments, but pleaseprofile photos dont post using an Now it even went worse with allto anti-Nestlé altered version of any of kinds of criticism, allegations slogans and our logos as your profile and simple insults being postedstart posting pic--they will be (e.g. bottled water dispute in the to the Nestlé deleted” US, “killing babies”…) fan page Nestlé unwillingly put public attention to Greenpeaces video campaign © 2012 by Precious Communications 13

Activists Nestlé: “To repeat: we change their welcome your Facebook comments, but pleaseprofile photos dont post using an Key learnings: Now it even went worse with allto anti-Nestlé altered version of any of kinds of criticism, allegations slogans and our logos as your profile and simple insults being posted Control? Dont usestart posting pic--they will be (e.g. bottled water dispute in the take to the Nestlé deleted”lawyers to US, “killing babies”…) off the things fan page Nestlé Internet unwillingly it, and Admit it, stop put apologize. FAST! public attention to Customers Greenpeaces are criticizing you telling you video something very campaign valuable © 2012 by Precious Communications 14

Activists Nestlé: “To repeat: we change their welcome your Facebook comments, but pleaseprofile photos dont post using an Key learnings: Now it even went worse with allto anti-Nestlé altered version of any of kinds of criticism, allegations slogans and our logos as your profile and simple insults being posted Control? Dont usestart posting pic--they will be (e.g. bottled water dispute in the take to the Nestlé deleted”lawyers to US, “killing babies”…) off the things fan page Nestlé Internet What are your unwillingly it, and Admit it, stop Rules of Engagement? put apologize. FAST! publicA crisis response protocol? attention to Customers How fast can you react?Greenpeaces are criticizing you telling you Who decides? video something very campaign valuable © 2012 by Precious Communications 15

How to Deal with Comments – YOUR Response Plan • Comment / Blog Post Validity • Level of Responsibility • Level of Respect • The Commenter is a Troll / Rager • The Commenter is a Spammer by NatureSource: PR 2.0 Comment Response Chart © 2012 by Precious Communications 17

The BIGGER picture:What’s your engagement plan? What can/should your staff say – or not? Do you have a proper escalation path? How do you get ready for ‘beta’ mode? © 2012 by Precious Communications 18

Pressing the delete button for comments? Some reasons that might be acceptable…• Racism• Sexism• Verbal abuse• Inappropriate language• Pornographic content• (Blatant hostile behaviour toward other community members)However: It is imperative that you have a policy on yourFacebook page if you choose to delete content!Source: 5 ways to handle negative Facebook comments - PR Daily © 2012 by Precious Communications 19

The Social Dimension of Social Media [Brands] have to surprise me, not only meet my needs, but anticipate my needs. By using social media exclusively, I think the company has to answer me whenever I have a question, enlighten me whenever I complain, and thank me whenever I compliment them.Source: The Language of Love in Social Media - Firefly Millward Brown © 2012 by Precious Communications 20

Key Learnings 1) Speed is critical 2) Honesty is a virtue 3) Make your CEO visible4) Brands have to be on alert in order to correct any false assumptions before they reach critical mass 5) Track itSource: Not So SMRT: A Case Study of Communications Failure - Skribe © 2012 by Precious Communications 21

Social Media - Key Mistakes • Lack of Social Media Guidelines • No Senior Management Support • Undefined Mission and Roadmap • Focus on Technologies and Techniques rather then the Social Dimension of Social Media • Lack of Initiative (Procrastination) • Thinking 9-to-5 Social Media is… Instant Global UncensoredSource: Social Media and Crisis Management – Disaster Resource Guide © 2012 by Precious Communications 22

Crisis Situations Rules of Communication: • The first hours matter! • Tell people what to expect through regular updates • Reach your stakeholders where they look for you (“online crisis room”) • Confirm facts but don’t speculate - Do acknowledge uncertainty • Don’t lie and don’t tell half-truths • Communicate clearly and with empathy • Stay Alert! © 2012 by Precious Communications 23

Public Relations in beta mode:Do you have time for real-time?• Real-time web, events and communication are going to happen much faster• There is not enough time to get corporate content or responses 100% ready, checked and double-checked• Learn from Technology companies? • Launch in beta mode • Tweak it along the way • Decentralize where possible Source: Marketing in real time, Oh Yong Hwee, Media © 2012 by Precious Communications 28

Time to start or review Review your current policies for engagement Do scenario / crisis planning White-board your process Stress-test your plans Draw and distribute © 2012 by Precious Communications 29

Are we too proud?Sorry seems to be the hardest word…• Dont RE-act right away• Acknowledge - Dont be angry• Admit the mistake and apologize• Take ownership• Ask for forgiveness and make the needed changes – use the magic words: “I’m sorry” and “thank you” Source: When Youre Wrong, Say Youre Sorry - SOLUTIONS: Social Media © 2012 by Precious Communications 37

Crisis Survival Lessons for theSocial Media Age In a crisis, consumers need honest answers and they need them fast – and no messaging vehicle is better suited to meet this demand than those fueling the crisis in the first place. Transparent engagements in the online communities, where your customers already live, provide a credible and direct channel for the answers they need. © 2012 by Precious Communications 38

Case Study: Barclays UK Dan’s a HR manager and spends £5 a day on lunch. That’s about £100 a month; enough to buy a ticket to the vintage car festival he really wants to go to in August. Bringing food from home for a couple of months would mean a more memorable end to the summer. So come on Dan, get making those sandwiches and book those festival tickets.Source: Social Media Influence © 2012 by Precious Communications 39

Case Study: Barclays UK Dan’s a HR manager and spends £5 a day on lunch. That’s about £100 a month; enough to buy a ticket to the vintage car festival he really wants to go to in August. Bringing food from home for a couple of months would mean a more memorable end to the summer. So come on Dan, get making those sandwiches and book those festival tickets.Source: Social Media Influence © 2012 by Precious Communications 40

Case Study: Barclays UK Bob’s a CEO and spends £5,000 a day on Bollinger. That’s about £155,000 a month; enough to buy a classic Ferrari at the vintage car festival he really wants to go to in August. Rigging LIBOR for a couple of months would mean a more memorable end to the summer.Source: Social Media Influence © 2012 by Precious Communications 41

Where to start?• Social media policy• Engagement objectives• Rebut false claims and accusations• Continuously monitor on- and offline content• Peer-to-peer conversations• Identify and connect with key online influencers• Crisis response kit - include social media © 2012 by Precious Communications

Rules of Engagement – Things to ConsiderGet prepared• Risk Assessment• Simulations• TrainingWhat you need: People• A PLAN & Resources!• Scenario planning & Reaction Plans• Guidelines Processes• Listening / monitoring strategy PoliciesThere is no one-size-fits-all• Better start small than not at all• Form a team• Don’t panic and have fun! © 2012 by Precious Communications 45

‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month: two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• The video went popular on YouTube (over 1 million views), and Twitter lit up with disgusted customer complaints.• Domino’s apologized and put its own President on YouTube, started a Twitter response site;• Still: In just a few days, Domino’s reputation was damaged. © 2012 by Precious Communications 46

‘Classic’ Case Study: Domino’s YouTube Experience• Domino’s Pizza Chain discovered the power of viral marketing last month: Who in YOUR organization two employees in the US filmed "prank" videos of themselves stuffing cheese up their noses and then putting it into sandwiches.• The video went popular on go on Youtube? Twitter lit would YouTube (over 1 million views), and up with disgusted customer complaints.• Domino’s apologized and put its own President on YouTube, started a Twitter response site; What to wear?• Still: In just a few days, Domino’s reputation was damaged. What to say? Who to talk to? Are you ready? Nobody will wait for you…! © 2012 by Precious Communications 47

About us…• Independent, boutique communications consultancy• Based out of Singapore, at home in Asia and Europe• Globally connected via affiliation with +65 - 9170 2470 lars@preciouscomms.com larsvoed Facebook.com/PReciousComms 229 Mountbatten Road Twitter.com/PReciousComms #02-41 Mountbatten Square Singapore 398007 © 2012 by Precious Communications

Crisis communications in the Digital Age

by Lars Voedisch on Jul 16, 2012

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