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Managing the uncontrollable: Crisis management in the age of social media
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Managing the uncontrollable: Crisis management in the age of social media

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Social or not – It’s Media Relations …

Social or not – It’s Media Relations
Managing effective communications
Leveraging smart tools to make smart decisions

Published in: Business

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  • 1. Managing the Uncontrollable: Integrated Communications in the Age of Social Media Social or not – It’s Media Relations Managing effective communications Leveraging smart tools to make smart decisions Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |
  • 2. Social Media still growing strongly: 24 percent year-on-year Source: The Nielsen Company; Reach and Usage by Country / Apr 2010 (Home & Work) © Copyright 2010 Dow Jones and Company |
  • 3. Twitter is more popular in Japan than in the US, Facebook basically not relevant Service / US Japan % of internet users 9.8 % 16.3 % 62% 3% Source: The Nielsen Company; Reach and Usage by Country / Apr 2010 (Home & Work) © Copyright 2010 Dow Jones and Company |
  • 4. Social Networking – It’s NOT just kids! Popular Social Networks like Japanese Mixi reach across age groups 7.4% 2.1% 9.4% Age 10~19 Age 20~29 7.3% Age 30~39 Age 40~49 Age 50 53.8% Source: Japan Mobile SNS Study 2010 © Copyright 2010 Dow Jones and Company |
  • 5. Social Media Relations: Everything Changes!? Everything Changes Nothing Changes It’s about two-way You’ve to manage conversations relationships You’ve to deal with more So it’s wires, print, channels broadcast – and social media We HAVE to listen and understand what’s said You already: monitor and about us! analyze your media coverage What about those negative comments and Not every negative posts? comment means a crisis The game get’s so much Already forgot newswires? faster Look at trends over time © Copyright 2010 Dow Jones and Company |
  • 6. Social Media Relations: Everything Changes!? Everything Changes Nothing Changes It’s about two-way You’ve to manage conversations relationships Dealing with Dealing with You’ve to deal with more channels (Social) Media is an ART: wires,and social So it’s (Social) Media is an ART: broadcast – print, Authentic media We HAVE to listen and Authentic understand what’s said Relevant You already: monitor and about us! Relevant analyze your media What about those Transparent Transparent coverage negative comments and Not every negative posts? comment means a crisis The game get’s so much Already forgot newswires? faster Look at trends over time © Copyright 2010 Dow Jones and Company |
  • 7. Nestlé's social media crisis Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  • 8. Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  • 9. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an don't post using an photos to altered version of any altered version of any anti-Nestlé of our logos as your of our logos as your slogans and profile pic--they will be profile pic--they will be start posting deleted” deleted” to the Nestlé fan page Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  • 10. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an Now it don't went using an all post Now iteven wentworse with all photos to altered version of with even version of any altered worse any kinds of criticism, allegations kinds of our logos as your of criticism, allegations anti-Nestlé of our logos as your and simple insults being and simple insults being be profile pic--they will slogans and postedprofilebottledwater be pic--they will posted(e.g. bottled water (e.g. deleted” start posting deleted” dispute in the US, “killing dispute in the US, “killing to the Nestlé babies”…) fan page babies”…) Nestlé unwillingly put public attention to Greenpeace's video campaign © Copyright 2010 Dow Jones and Company |
  • 11. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an post Key learnings: Now it don't went using an all Now iteven wentworse with all photos to altered version of with even version of any altered worse any kinds of criticism, allegations kinds of our logos as your of criticism, allegations anti-Nestlé of our logos as your and simple insults being and simple insults Control? Don't use being profile pic--they will be slogans and profile pic--they will be posted (e.g. bottledlawyers to take posted (e.g. bottledwater deleted” water start posting deleted” “killing dispute in the US, “killing off the dispute in the US, things to the Nestlé babies”…) fan page babies”…) Nestlé Internet unwillingly it, Admit it, stop put public and apologize attention to Customers Greenpeace's are criticizing you video telling you something very campaign valuable © Copyright 2010 Dow Jones and Company |
  • 12. Activists Nestlé: “To repeat: we Nestlé: “To repeat: we change their welcome your welcome your Facebook comments, but please comments, but please profile don't post using an post Key learnings: Now it don't went using an all Now iteven wentworse with all photos to altered version of with even version of any altered worse any kinds of criticism, allegations kinds of our logos as your of criticism, allegations anti-Nestlé of our logos as your and simple insults being and simple insults Control? Don't use being profile pic--they will be slogans and profile pic--they will be posted (e.g. bottledlawyers to take posted (e.g. bottledwater deleted” water start posting deleted” “killing dispute in the US, “killing off the dispute in the US, things to the Nestlé babies”…) fan page Nestlé babies”…) Internet What are your What are your unwillingly it, Admit it, stop Rules of Engagement? put public Rules of Engagement? and apologize. A crisis response protocol? FAST! to A crisis response protocol? attention How fast can you react?Greenpeace's How fast can you react? Customers Who decides? Who decides? video you are criticizing telling you campaign very something valuable © Copyright 2010 Dow Jones and Company |
  • 13. The majority of all crises come from within an organization. © Copyright 2010 Dow Jones and Company |
  • 14. Reputational Risk: It’s all about perception... Establishment: Full crisis Erosion: Spreading: Relevance Growing declines interest Emergence: Issue gets Potential: public Known areas YOU? © Copyright 2010 Dow Jones and Company |
  • 15. Reputational Risk: It’s all about perception... Establishment: Full crisis Erosion: Spreading: Relevance Growing declines interest Emergence: Issue gets Potential: public If a crisis happens: Known areas Get it fast, Get it right, YOU? Get it out, and Get it over! Your problem won’t improve with age. © Copyright 2010 Dow Jones and Company N. Augustine, CEO Lockhead Martin |
  • 16. Communications Objectives & Strategy Use smart tools along your workflow! Monitor Analyse Discover Engage research & issues, trends opportunities & & pinpoint promote & strategies for risks in time better the the buzz impact to act influential © Copyright 2010 Dow Jones and Company |
  • 17. Monitor What’s the Buzz? It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently. Warren Buffet © Copyright 2010 Dow Jones and Company | 17
  • 18. Monitor Analyse What are the Issues? Break it down: The best way to manage crises is to understand and manage issues. © Copyright 2010 Dow Jones and Company | 18
  • 19. Introducing: MEDIA MONITOR for Factiva.com Communications professionals can conduct on-the-fly research and do-it-yourself (DIY) media analysis of news and trends in both traditional and social media. They can monitor emerging issues and trends by creating and saving interactive charts to dashboards. © Copyright 2010 Dow Jones and Company |
  • 20. Analyse What’s going on? Who are they talking about? When is it happening? What is the chatter about? © Copyright 2010 Dow Jones and Company | 20
  • 21. Analyse If you need to look deeper How bad (good) is it? Where does a CRISIS happen vs. How does the story where does it play out in traditional start? and social media? © Copyright 2010 Dow Jones and Company | 21
  • 22. Analyse Research-on-Demand Management loves compelling report. Do you love compiling them from scratch? © Copyright 2010 Dow Jones and Company | 22
  • 23. Discover Discovery Issues in Time to Act: Toyota Crisis’ Key Topics iPhone “This is not about searching knowns, this is about uncovering unknowns and understanding the context.” © Copyright 2010 Dow Jones and Company | 23
  • 24. Discover Change: Mainly Positive Topics Now for Toyota! iPhone “This is not about searching knowns, this is about uncovering unknowns and understanding the context.” © Copyright 2010 Dow Jones and Company | 24
  • 25. Engage Engage and understand the influencers For most industries, PRINT is still king! What they’re writing about… …and how to contact them Link content (news, posts) with the creators (journalists, bloggers) Quickly access everything you need to make decisions and contact the right influencers © Copyright 2010 Dow Jones and Company | 25
  • 26. Managing the Uncontrollable Leverage Dow Jones’ Tools and Expertise Traditional Media Content: More than 25,000 publications and Web sites; 159 countries, 23 languages Social Media Content: Millions of blogs and social media sources, including boards and consumer review sites Do-it-yourself media analysis: Enter just a few keywords to get instant media analysis presented in interactive charts Visualisation: Save interactive charts on up to three dashboards so that you can monitor topics for as long as they stay in the news cycle. Research-on-Demand: Benchmark or analyze issues, events, campaigns. Monitor issue/crisis impact on stakeholders, leveraging Dow Jones’ MediaLab’s global expertise and resources. © Copyright 2010 Dow Jones and Company |
  • 27. Questions? Thank you. Lars Voedisch Regional Head – Media Intelligence, APAC Dow Jones and Company lars.voedisch@dowjones.com @larsv © Copyright 2010 Dow Jones and Company |