ONLINE CRISIS COMMS

CONVERSATIONS Discussion Blogs Video MySpace Facebook Wikis Linked In Pings YouTube Trackbacks Comments Permalinks RSS Podcasts Aggregators Widgets Folksonomies Wisdom of the crowds Tagging

Technorati tracking 15.5 million active blogs 1.6 million posts every day YouTube has 100 million videos watched per day MySpace has 130 million members – 9 million in the UK UK broadband subscribers at 65% of all UK internet users A FEW NUMBERS

Technorati tracking 15.5 million active blogs

1.6 million posts every day

YouTube has 100 million videos watched per day

MySpace has 130 million members – 9 million in the UK

UK broadband subscribers at 65% of all UK internet users

Source: StrategyOne

24 HOUR NEWS CYCLE

+ 1 second to press ‘publish’ + 2 seconds for a blog to refresh + 5 seconds to email, link or tag +15 seconds for readers to form an opinion and/or leave a comment +60 seconds for a blog search engine to crawl and index the blog post + 4 seconds for the blog post to plateau, amplify or disappear + 2 seconds for this cycle to repeat from the beginning + 1 second to realise the world is changing Source: Mike Manuel 90 SECOND NEWS CYCLE

90 SECOND NEWS CYCLE 86,400 “ninety second news cycles” every day 90 of them are running concurrently at any given time Source: Mike Manuel

86,400 “ninety second news cycles” every day

90 of them are running concurrently at any given time

“ By mid-day, my website stats showed tens of thousands of hits on the videos and I was moving gigabytes of data every hour. “ I received calls from an Associated Press reporter and a day later, the NY Times, Daily News, a variety of bicycle and security trade magazines, a number of local New York talk radio stations, and smaller publications from across the country were all asking me for interviews.”

YES

YES Researched allegations to create plan for customers Aware of it before the media Identified influential blogs Plans for replacements were made in days

Researched allegations to create plan for customers

Aware of it before the media

Identified influential blogs

Plans for replacements were made in days

+ =

“ I’m just a citizen, a consumer, a guy who has my own printing press – my weblog, Buzzmachine.com – and I get to use it however I want. In June, I used it to whine about the lemon of a computer Dell sold me and the customer service I didn’t get.” Jeff Jarvis, Guardian, August 2005

X 2

HOW? Really Simple Syndication RSS

DEVELOP AN ONLINE CCP Mine the conversations - discover what’s already been said about your brand online Identify key people (advocates and vigilantes) in relation to your brand and scope of work If needs be, develop relationships with these key people Understand the common threads of the conversations Set up the infrastructure to continually monitor the conversations Be prepared to act fast!

Mine the conversations - discover what’s already been said about your brand online

Identify key people (advocates and vigilantes) in relation to your brand and scope of work

If needs be, develop relationships with these key people

Understand the common threads of the conversations

Set up the infrastructure to continually monitor the conversations

Be prepared to act fast!

THANK YOU