Crisis Communications for the Social Web October 28, 2008

Trust in Online 41 percent trust Internet news according to (HarrisInteractive) From Searchers: Do you trust your search engine with your information? No say 62% (hakia) 44% of searchers regularly use just one engine, and another 48% use just two or three (Pew/Internet) Marketshare (ComScore): Google 61% Yahoo 20% Microsoft 8%

41 percent trust Internet news according to (HarrisInteractive)

From Searchers: Do you trust your search engine with your information? No say 62% (hakia)

44% of searchers regularly use just one engine, and another 48% use just two or three (Pew/Internet)

Marketshare (ComScore):

Google 61%

Yahoo 20%

Microsoft 8%

09 f9 11 02 Song by Keith Burgmun, www.dinosaurlightning.com License: http://www.archive.org/details/OhNineEffNine

Not Only Do Posts Occur, They Create Conversations & Memes

Time Moves Quickly on the Internet

Crisis PR: Time Is of the Essence Traditional crisis tenets apply Like crisis, messaging must not stray from facts Timely reactions are critical to stymie crisis Big blogs, social network users prompt immediate reaction Never overpromise (coal miners)! Even small blogs, social network users should be responded to w/in 24 hours Media “crowdsources” stories from blogs, socnets

Traditional crisis tenets apply

Like crisis, messaging must not stray from facts

Timely reactions are critical to stymie crisis

Big blogs, social network users prompt immediate reaction

Never overpromise (coal miners)!

Even small blogs, social network users should be responded to w/in 24 hours

Media “crowdsources” stories from blogs, socnets

Influence As Pictured by Simon Collister

jetBlue Crisis

“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth

“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”

Amy Jussel, Founder Executive Director, Shaping Youth

Off Target Target’s e-mail response: “ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Target’s e-mail response:

“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Have a Plan, Items in Place Worst case scenarios such as downed plane, terrorist attack, etc: Have messaging in place Communication guidelines in place In some cases, prepared statements Emotions involved get shared socially across the Internet, making it a community loss: It’s about them Prepare to provide regular updates on a public schedule, even if there is no update

Worst case scenarios such as downed plane, terrorist attack, etc:

Have messaging in place

Communication guidelines in place

In some cases, prepared statements

Emotions involved get shared socially across the Internet, making it a community loss: It’s about them

Prepare to provide regular updates on a public schedule, even if there is no update

Advance Work Pre-select and train your social media team Have an in-bound blogger relations contact Make sure there are monitoring and fielding processes in place Do the executives understand the immediacy of online? Preordained executive contacts necessary Similarly, having legal buy-in beforehand is critical

Pre-select and train your social media team

Have an in-bound blogger relations contact

Make sure there are monitoring and fielding processes in place

Do the executives understand the immediacy of online? Preordained executive contacts necessary

Similarly, having legal buy-in beforehand is critical

Social Media Tools for Crisis Launching a blog before crisis Blog dark site for major issues that involve human lives Social network accounts: Facebook, Twitter, YouTube Integrate social activities into traditional media room

Launching a blog before crisis

Blog dark site for major issues that involve human lives

Social network accounts: Facebook, Twitter, YouTube

Integrate social activities into traditional media room

CRITICAL: Don’t Forget to Be Human Yes, communicate facts, etc, but it is Social Media Genuine emotions Authentic tone Real conversations Transparency does not mean give away the house, dirty laundry Central Park Sheep Meadow by New York808 - http://www.flickr.com/photos/newyork808/181896227/

Yes, communicate facts, etc, but it is Social Media

Genuine emotions

Authentic tone

Real conversations

Transparency does not mean give away the house, dirty laundry

Admitting Fault Key to Dell Hell turnaround: Listening Acknowledging Doing something about it If you can’t or shouldn’t fix it, acknowledge remarks Use your social tools Don’t apologize and do it again: Change!

Key to Dell Hell turnaround: Listening

Acknowledging

Doing something about it

If you can’t or shouldn’t fix it, acknowledge remarks

Use your social tools

Don’t apologize and do it again: Change!

Southwest Airlines Seating Policy

Dell Learns to Listen From Hell To Heaven

From Hell

To Heaven

Diacetyl Crisis Image by Sage - http://tinyurl.com/3jptva

Where the Wild Things Are

Negative Comments and Trolls Identify through search, previous incidents Don’t answer every post >20 authority are musts Avoid attention seekers Don’t feed the trolls! Blog: State your facts, link back

Identify through search, previous incidents

Don’t answer every post

>20 authority are musts

Avoid attention seekers

Don’t feed the trolls!

Blog: State your facts, link back

Questions? Additional reading: http://tinyurl.com/4g8bug Contact: Geoff Livingston 703-894-5460 [email_address] Twitter: geoffliving

Additional reading: http://tinyurl.com/4g8bug

Contact:

Geoff Livingston

703-894-5460

[email_address]

Twitter: geoffliving