Reputation and Crisis Communication 2011


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How does one handle when sudden waves of negativity -- a crisis -- strikes their business online? Here are tips for handling real and unfactual crisis online.

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  • Source: Edelman Eighty-nine percent of survey respondents say they think search engines are good or excellent sources for finding relevant information. - Rasmussen 90% of consumers online trust recommendations from people they know ; 70% trust opinions of unknown users . (Econsultancy, July 2009) ”  71% claim reviews from family members or friends exert a "great deal" or "fair amount" of influence.  (Harris Interactive, June 2010)
  • One of the earliest examples of flash mob behavior revolved around the incorrect information posted about febreze in a community bulletin board about CompuServe. Incorrect information proliferated about the product creating numerous issues for the brand.
  • Chrysler’s F Bomb on Twitter created an over reaction while the American Red Cross handled its Gizzard beer tweet well.
  • Failure to engage intelligently and engage online voices in an empathatic manner turned a one day gaffe into a week long black eye and the eventual shake up of the executive team.
  • Reputation and Crisis Communication 2011

    1. 1. Reputation & Crisis Communications
    2. 2. Trust Online
    3. 3. Compuserve & Febreze
    4. 4. Recent Examples
    5. 5. Not Only Do Posts Occur, They Create Conversations & Memes
    6. 6. Time Moves Quickly on the Internet
    7. 7. Crisis PR: Time Is of the Essence <ul><li>Traditional crisis tenets apply </li></ul><ul><li>Like crisis, messaging must not stray from facts </li></ul><ul><li>Timely reactions are critical to stymie crisis </li></ul><ul><li>Big blogs, social network users prompt immediate reaction </li></ul><ul><li>Never overpromise (coal miners)! </li></ul><ul><li>Even small blogs, social network users should be responded to w/in 24 hours </li></ul><ul><li>Media “crowdsources” stories from blogs, socnets </li></ul>
    8. 8. Influence As Pictured by Simon Collister
    9. 9. Groupon Super Bowl Crisis
    10. 11. <ul><li>“ 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.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
    11. 12. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ 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.” </li></ul>
    12. 14. Have a Plan, Items in Place <ul><li>Worst case scenarios such as poisoned product, workplace violence, terrorist attack, etc: </li></ul><ul><ul><li>Have messaging in place </li></ul></ul><ul><ul><li>Communication guidelines in place </li></ul></ul><ul><ul><li>In some cases, prepared statements </li></ul></ul><ul><li>Emotions involved get shared socially across the Internet, making it a community loss: It’s about them </li></ul><ul><li>Prepare to provide regular updates on a public schedule, even if there is no update </li></ul>
    13. 15. Exercise: How Quickly Should You Respond? Image by Lexngr:
    14. 16. Advance Work <ul><li>Pre-select and train your social media team </li></ul><ul><li>Have an in-bound blogger relations contact </li></ul><ul><li>Make sure there are monitoring and fielding processes in place </li></ul><ul><li>Do the executives understand the immediacy of online? Preordained executive contacts necessary </li></ul><ul><li>Similarly, having legal buy-in beforehand is critical </li></ul>
    15. 17. Social Media Tools for Crisis <ul><li>Launching a blog before crisis </li></ul><ul><li>Blog dark site for major issues that involve human lives </li></ul><ul><li>Social network accounts: Facebook, Twitter, YouTube </li></ul><ul><li>Integrate social activities into traditional media room </li></ul>
    16. 18. CRITICAL: Don’t Forget to Be Human <ul><li>Yes, communicate facts, etc, but it is Social Media </li></ul><ul><ul><li>Genuine emotions </li></ul></ul><ul><ul><li>Authentic tone </li></ul></ul><ul><ul><li>Real conversations </li></ul></ul><ul><li>Transparency does not mean give away the house, dirty laundry </li></ul>Central Park Sheep Meadow by New York808 -
    17. 19. Admitting Fault <ul><li>Key to Dell Hell turnaround: Listening </li></ul><ul><li>Acknowledging </li></ul><ul><li>Doing something about it </li></ul><ul><li>If you can’t or shouldn’t fix it, acknowledge remarks </li></ul><ul><li>Use your social tools </li></ul><ul><li>Don’t apologize and do it again: Change! </li></ul>
    18. 20. Southwest Airlines Seating Policy
    19. 21. Diacetyl Crisis Image by Sage -
    20. 22. Where the Wild Things Are
    21. 23. Negative Comments, Haters and Trolls <ul><li>Identify through search, previous incidents </li></ul><ul><li>Don’t answer every post </li></ul><ul><li>>20 authority are musts </li></ul><ul><li>Avoid attention seekers </li></ul><ul><li>Don’t feed the trolls! </li></ul><ul><li>Blog: State your facts, link back </li></ul>
    22. 24. Questions? <ul><li>Contact: </li></ul><ul><li>Geoff Livingston </li></ul><ul><li>703-859-0089 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: geoffliving </li></ul>
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