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Protecting Reputation in a Digital World
The document discusses the challenges organizations face in maintaining their reputation in a digital world, emphasizing the rapid escalation of issues into crises due to new media and misinformation. It highlights the role of employees as brand guardians and the importance of transparency, honesty, and defined response protocols in crisis management. Recommendations for mitigation include conducting vulnerability audits, engaging in active monitoring, and being open to feedback from the public.
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Protecting Reputation in a Digital World
- 1. @HK_London#SMWLDNPROTEcting reputation ina digital worLd8 February 2011Tim Luckett, Lead Counsel Candace Kuss, Lead CounselIssues and Crisis, London Planning & Interactive Strategy
- 2. Reputation:communication hazards facingorganisations in the digital worldTim Luckett, Lead Counsel Issues and Crisis, London
- 3. Speed by whichissues escalate into crisesThe impact of new media on traditional mediaUnprecedented transparencyIncreased “noise” & misinformation Ability to mobilize & activateRole of employees:“Brand Guardians”Rise of specialist groups“Google Effect”:The impact of digital permanence & search / reputationHow crisis is changing...© Hill & Knowlton 2011
- 4. Us airways© Hill& Knowlton 2011
- 5. Shooting on oxfordst?© Hill & Knowlton 2011
- 6. Shooting on oxfordst?© Hill & Knowlton 2011
- 7. Shooting on oxfordst?© Hill & Knowlton 2011
- 8. Kit Kat© Hill& Knowlton 2011
- 9. Employees as BrandGuardians: Loss of Control© Hill & Knowlton 2011
- 10. the dark sideof user generated content@CandaceKuss// #SMWLDN // 2011
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- 12. the happy side:doritos
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- 45. “So what isthe point of all this? The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it?” - ‘Leroy Stick’, the man behind @BPGlobalPR
- 46. what can wedo to mitigate?
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- 48. Move quicklyDark siteto act as central reference point24/7 monitoringAccept negative comments – but don’t delete themResponse protocols must be definedBe prepared to say sorry on-lineEmployee SM Policies & Guidelines must defined & CommunicatedLessons learned?Transparency and honesty are key for building trust© Hill & Knowlton 2011
- 49. What’s next?© Hill& Knowlton 2011
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Editor's Notes
- #5 Context: On January 15th 2009 US Airways Flight 1549 was a scheduled commercial passenger flight from New York City to Charlotte, North Carolina, that was successfully ditched in the Hudson River adjacent to midtown Manhattan six minutes after takeoff from LaGuardia Airport after being disabled by striking a flock of Canada Geese during its initial climb outLearnings:Speed of social media Twitter set the news agenda Twitter provided the content for the media Someone on Twitter, not US Airways, created the trend topic to capture all the news (16:56)
- #6 Speed of TwitterOne innocent post about a photo shoot, coupled with a leaked memo from the Met Police wioth regard a desktop training scenraio, t
- #7 Speed of TwitterOne innocent post about a photo shoot, coupled with a leaked memo from the Met Police wioth regard a desktop training scenraio, t
- #8 Speed of TwitterOne innocent post about a photo shoot, coupled with a leaked memo from the Met Police wioth regard a desktop training scenraio, t
- #9 Context: In March this year Nestle saw their Facebook page deluged with comments with regard their Palm Oil use.Learnings: Social media demands a new tone and languageThose responsible for engaging with it need to be sympathetic to the styles and rulesBrands need to earn social currency ready for any issue that may ariseThe skill is knowing when to engage and how
- #10 Context: Employees have access to a huge range of communication tools, this image shows an employee taking a picture of a police support vehicle outside his place of workBrand spokespeople are not just “Corporate Communications” or the CEOEvery employee can be either a brand protagonist or detractor from executives to shop floorBut Very few are trained to speak “on behalf” of their employerVery few likely consider the impact of their words / actionsVery few realize the power of social media to turn their words into reputation capital or reputation fodder
- #13 http://www.crashthesuperbowl.com/now in UKhttp://kingofads.doritos.co.uk/- - -Doritos Crash the Super Bowl winnershttp://www.flickr.com/photos/themarketingarm/3721777074/XLIII - 2009http://www.adrants.com/2009/01/doritos-narrows-crash-the-super-bowl.php
- #14 http://www.nytimes.com/2006/04/04/business/media/04adco.html?_r=1On March 13 2006, Chevrolet introduced a Web site allowing visitors to take existing video clips and music, insert their own words and create a customized 30-second commercial for the 2007 Chevrolet Tahoe.
- #15 http://www.nytimes.com/2006/04/04/business/media/04adco.html?_r=1On March 13 2006, Chevrolet introduced a Web site allowing visitors to take existing video clips and music, insert their own words and create a customized 30-second commercial for the 2007 Chevrolet Tahoe.
- #20 http://twitter.com/greenpeaceuk/status/15547016378> don't you hate adverts that make green claims which aren't true? like, say, hsbc's? if only someone could fix them... http://bit.ly/a2UpcK@greenpeaceukGreenpeace UKhttp://www.youtube.com/group/hsbcadvertshttp://www.greenpeace.org.uk/blog/forests/hsbc-adverts-are-just-greenwash-so-why-not-make-your-own-20100603HSBC adverts are just greenwash, so why not make your own?>Our Kit Kat advert was instrumental in changing Nestlé's forest policy - now you can do the same with HSBC.We'd like to show the best ones at Glastonbury >
- #23 http://www.andybarefoot.com/politics/cameron.phphttp://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html>Tories denied suggestions that the photograph - which will feature on hundreds of 15ft-wide posters as part of a £500,000 nationwide advertising campaign - had undergone major airbrushing to enhance Mr Cameron's appearance. But an official conceded there may have been minor touching upRead more: http://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html#ixzz1DHIufn4H
- #24 http://www.andybarefoot.com/politics/cameron.phphttp://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html>Tories denied suggestions that the photograph - which will feature on hundreds of 15ft-wide posters as part of a £500,000 nationwide advertising campaign - had undergone major airbrushing to enhance Mr Cameron's appearance. But an official conceded there may have been minor touching upRead more: http://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html#ixzz1DHIufn4H
- #25 http://www.andybarefoot.com/politics/cameron.phphttp://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html>Tories denied suggestions that the photograph - which will feature on hundreds of 15ft-wide posters as part of a £500,000 nationwide advertising campaign - had undergone major airbrushing to enhance Mr Cameron's appearance. But an official conceded there may have been minor touching upRead more: http://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html#ixzz1DHIufn4H
- #26 http://www.andybarefoot.com/politics/cameron.phphttp://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html>Tories denied suggestions that the photograph - which will feature on hundreds of 15ft-wide posters as part of a £500,000 nationwide advertising campaign - had undergone major airbrushing to enhance Mr Cameron's appearance. But an official conceded there may have been minor touching upRead more: http://www.dailymail.co.uk/news/article-1240734/As-pre-election-campaign-steps-gear-meet-Dave-airbrushed-poster-boy.html#ixzz1DHIufn4H
- #27 http://www.treehugger.com/files/2010/10/subverting-the-logo-on-bicycles.php?campaign=daily_nlfficially they are called Barclays Cycle Hire, unofficially they are called Boris Bikes after the Mayor of London who introduced them.But slowly all kinds of subversive tags are showing up on the new rental bicycles that dot the town. That big blue Barclay's logo on the rear wheel was just too inviting to ignore...Not everyone is happy with the banks and their profits these days and this is an easy way to vent.Barclays is a big bank that paid big money-- £25 million--to buy their sponsorship. As well as getting their company colours painted on the street as bicycle lanes, they also get their logo on the 4,000 bikes that are part of the new rental scheme. Others object to the commercialization of the bike rental scheme, feeling that London has become one big blue ad for the bank.These stickers appeared one morning to convey some pranksters' views on the bank and its sponsorship.In another hit, thousands of stickers, in the same shade of blue and same font that Barclays uses, were placed on bikes all over the city, carrying such messages as "Barclays does not give a shit about you" and "£20m investment in bikes, £7300m investment in bombs".- - --http://www.lrb.co.uk/blog/2010/09/16/jon-day/invasion-of-the-boris-bikes/>http://www.indymedia.org.uk/en/2010/08/457086.html>Having spent £25m on the branding rights to London's new cycle hire scheme, the bright sparks in the Barclays marketing department have started a dialogue with the public which could last for several years. The scheme is part of a private finance initiative providing thousands of rental bikes in return for painting London's roadways in the bank's corporate colours.Only minutes after the bank unveiled the bikes-for-rent in partnership with the city's Conservative administration, situationist guerrilla teams struck in the night to add their own mobile advertising messages under the Barclays logo. One of the messages, "Funding depleted uranium birth defects in Iraq", was particularly timely. New studies suggest that the ongoing genetic damage caused by the U.S. attack on the Iraqi city of Fallujah in 2004 may be worse than that caused by the atom bombing of Hiroshima and Nagasaki 65 years ago.
- #28 http://www.treehugger.com/files/2010/10/subverting-the-logo-on-bicycles.php?campaign=daily_nlfficially they are called Barclays Cycle Hire, unofficially they are called Boris Bikes after the Mayor of London who introduced them.But slowly all kinds of subversive tags are showing up on the new rental bicycles that dot the town. That big blue Barclay's logo on the rear wheel was just too inviting to ignore...Not everyone is happy with the banks and their profits these days and this is an easy way to vent.Barclays is a big bank that paid big money-- £25 million--to buy their sponsorship. As well as getting their company colours painted on the street as bicycle lanes, they also get their logo on the 4,000 bikes that are part of the new rental scheme. Others object to the commercialization of the bike rental scheme, feeling that London has become one big blue ad for the bank.These stickers appeared one morning to convey some pranksters' views on the bank and its sponsorship.In another hit, thousands of stickers, in the same shade of blue and same font that Barclays uses, were placed on bikes all over the city, carrying such messages as "Barclays does not give a shit about you" and "£20m investment in bikes, £7300m investment in bombs".- - --http://www.lrb.co.uk/blog/2010/09/16/jon-day/invasion-of-the-boris-bikes/>http://www.indymedia.org.uk/en/2010/08/457086.html>Having spent £25m on the branding rights to London's new cycle hire scheme, the bright sparks in the Barclays marketing department have started a dialogue with the public which could last for several years. The scheme is part of a private finance initiative providing thousands of rental bikes in return for painting London's roadways in the bank's corporate colours.Only minutes after the bank unveiled the bikes-for-rent in partnership with the city's Conservative administration, situationist guerrilla teams struck in the night to add their own mobile advertising messages under the Barclays logo. One of the messages, "Funding depleted uranium birth defects in Iraq", was particularly timely. New studies suggest that the ongoing genetic damage caused by the U.S. attack on the Iraqi city of Fallujah in 2004 may be worse than that caused by the atom bombing of Hiroshima and Nagasaki 65 years ago.
- #29 http://www.treehugger.com/files/2010/10/subverting-the-logo-on-bicycles.php?campaign=daily_nlfficially they are called Barclays Cycle Hire, unofficially they are called Boris Bikes after the Mayor of London who introduced them.But slowly all kinds of subversive tags are showing up on the new rental bicycles that dot the town. That big blue Barclay's logo on the rear wheel was just too inviting to ignore...Not everyone is happy with the banks and their profits these days and this is an easy way to vent.Barclays is a big bank that paid big money-- £25 million--to buy their sponsorship. As well as getting their company colours painted on the street as bicycle lanes, they also get their logo on the 4,000 bikes that are part of the new rental scheme. Others object to the commercialization of the bike rental scheme, feeling that London has become one big blue ad for the bank.These stickers appeared one morning to convey some pranksters' views on the bank and its sponsorship.In another hit, thousands of stickers, in the same shade of blue and same font that Barclays uses, were placed on bikes all over the city, carrying such messages as "Barclays does not give a shit about you" and "£20m investment in bikes, £7300m investment in bombs".- - --http://www.lrb.co.uk/blog/2010/09/16/jon-day/invasion-of-the-boris-bikes/>http://www.indymedia.org.uk/en/2010/08/457086.html>Having spent £25m on the branding rights to London's new cycle hire scheme, the bright sparks in the Barclays marketing department have started a dialogue with the public which could last for several years. The scheme is part of a private finance initiative providing thousands of rental bikes in return for painting London's roadways in the bank's corporate colours.Only minutes after the bank unveiled the bikes-for-rent in partnership with the city's Conservative administration, situationist guerrilla teams struck in the night to add their own mobile advertising messages under the Barclays logo. One of the messages, "Funding depleted uranium birth defects in Iraq", was particularly timely. New studies suggest that the ongoing genetic damage caused by the U.S. attack on the Iraqi city of Fallujah in 2004 may be worse than that caused by the atom bombing of Hiroshima and Nagasaki 65 years ago.
- #30 http://www.flickr.com/photos/frugalbinx/5415033459/in/photostream/By rachelbinxhttp://twitter.com/#!/KennethColePRfull story:http://mshahab.posterous.com/hashtag-hacking-the-kenneth-cole-failcoveragehttp://voices.washingtonpost.com/blog-post/2011/02/kenneth_coles_egypt_tweet_the.html
- #31 10 thousand followers for real accountvsabout 7,500 in a day or so for fake one (now dropped)
- #32 10 thousand followers for real accountvsabout 7,500 in a day or so for fake one (now dropped)
- #33 http://www.flickr.com/photos/joncainecu/4711495907/http://twitter.com/chrisharringtonhttp://twitter.com/chrisharrington/status/16481708288Friend @whoisjoncain made this Oil Bird profile pic for me. You can download it from his flickr page. http://bit.ly/aBJJHM#savethegulf
- #38 Miles Kurland
- #42 http://www.flickr.com/photos/greenpeaceuk/sets/72157623796911855/http://newsfeed.time.com/2010/05/29/internet-gives-bp-a-snarky-new-logo/>The U.K. arm of the environmental group Greenpeace started a logo redesign contest for BP in the wake of the company's massive oil spill in the Gulf of Mexico. The results? Predictably passive aggressive.The contest stems from a Greenpeace takeover of the logo hanging from the facade of BP's London headquarters last week.
- #43 http://mashable.com/2010/06/01/bp-oil-firefox-plugin/ Creative agency Jess3 has developed a Firefox plugin that aims to black out all mentions of BP (British Petroleum) across the web.
- #45 http://www.kickstarter.com/projects/quirk/vuvuzelas-for-bp>>BP is not feeling the pain they are causing in the Gulf. BP is spending millions on PR. In order to put a bit of public pressure on them, we plan to buy 100 vuvuzelas and hire 100 vuvuzela players off Craigslist to play in front of BP's International Headquarters in London for a one-day flash mob. >http://twitter.com/quirk
- #46 $25All proceeds from these satirical shirts will be given to www.healthygulf.orghttp://www.healthygulf.org/
- #48 What position are you in now?Issues tracking and analysis– who to listen to?what are they saying?what does it mean?Early warningPreparedness – Training for your staffRegular review of crisis plansDevelopment of e-learning tools for cross site/brands Training and simulations including full digital element Dark site development Real time internal status monitoring appsReview of current social media currencyAdvocate and influencer relationship management
- #50 Growth of mobile platformsEmployee’s developing their own ‘brand’Blurring of lines between bloggers and traditional mediaImportance of video to portray organisation's characterYou Tube moving to a broadcasting channelQuality of user generated content is improvingMedia consumption dictated by user rather than outletFacebook and Yahoo news, driven by Twitter linksDouble digit yearly decline in print media salesDeveloped world work place standards applied to emerging markets – amplified by internet scrutiny