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080924   Mexican Tourist Board   Crisis Communications
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080924 Mexican Tourist Board Crisis Communications

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A deck that I created on online crisis communications

A deck that I created on online crisis communications

Published in: Business, Technology

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    • 1. CRISIS COMMUNICATIONS ONLINE FOR MEXICAN TOURISM BOARD DIGITAL Waggener Edstrom Worldwide I Ged Carroll 16 10 2008
    • 2. THIS AFTERNOON WE’LL COVER…
      • Digital why?
      • Demystifying some of the jargon
      • Engagement model
      • Crisis principles
      • Monitoring
      • UK legislation
      • Case studies
      • Social media creation
    • 3. DIGITAL WHY?
      • Consumers have never had so much information
      • Technorati indexes 250 million items of social media content
      • Flickr had 1.1 billion pictures in 2007
      • The worlds largest camera manufacturer is Nokia
      • Google has 2,412,000 results when you search for mexican hotel
      • It has 1.93 million pictures available for mexican hotel
      • Word has never travelled so fast:
      • The first news of the Sichuan earthquake was on Twitter within 5 minutes of the tremors (that’s were The Guardian got the story)
      • The BBC received mobile phone video and pictures within 5 minutes of the South East Asia tsunami happening. It couldn’t get a camera crew there for 3 days
      • Almost 340,000 people have seen the JetBlue CEO ‘Our Promise To You Video’
    • 4. DEMYSTIFYING THE JARGON
    • 5. WHAT IS SOCIAL NETWORKING?
      • A social network is a social structure made of nodes (which are generally individuals or organisations) that are tied by one or more specific types of interdependency, such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links, sexual relations or airline routes.
      • Trust or relationship based
      • Provide a collection of various ways for users to interact, such as Q&A, messaging, email, video, voice chat, photos, file sharing, bookmarks, blogging, discussion groups etc.
    • 6. WHAT IS UGC?
      • User generated content ( UGC ), also known as consumer generated media ( CGM ) or user created content ( UCC ), refers to various kinds of media content, publicly available, that are produced by end-users
      • Definition is often narrowed further to include only work that is published, requires a creative effort and is outside the creator’s ‘professional routines & practices’
      • Differentiation between UGC and prosumer generated content or micro media
      • Not a new concept – Rodney King, Zapruder footage, The Anarchist Cookbook, The Whole Earth Catalog
      • 2005 – media big bang. BBC sets up user-generated content team. Receives 5,000+ photos from Buncefield terminal fire
    • 7. MICRO MEDIA
    • 8. ENGAGEMENT MODEL
    • 9. LEVELS OF ONLINE PR ENGAGEMENT
      • Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues
      • Low-level engagement: as Monitoring plus response-led online presence
      • High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities
    • 10. CRISIS PRINCIPLES
    • 11. CRISIS PRINCIPLES FOR ONLINE
      • Everything you know about crisis is correct, but…
      • Do plan for scenarios (earthquake, air crash, holiday firm going bankrupt)
      • Things have got a whole lot faster
      • Intervene earlier
      • Acknowledge the salient points of the news
      • Tell what you are going to do
      • Tell them your progress in doing it in near real-time
      • Tell them what you’ve done
      • The crisis isn’t over when it is out of the media agenda, you now need to rebuild the Mexico brand so it also off at least the first page of search results on Google. Yesterday’s news can still tarnish your reputation
      • Social media is much more likely to work in your favour if you build trust before you need to cash it in.
    • 12. MONITORING
    • 13. MEASUREMENT: SILVER BULLET (OR NOT)
      • Cision
      • Attentio
      • Market Sentinel
      • BuzzMetrix
      • Cymfony
      • Biz360
      • Factiva
      • Brandimensions
    • 14. MONITORING
        • Measurement tools often don’t have the speed of near real-time updates and you have to go back to basics
        • Google alerts:
          • Ongoing monitoring
        • Google news alerts
        • Google blog search
        • Technorati :
          • RSS-fed buzz with authority meter
        • Yahoo! Site Explorer :
          • Inbound links
        • Website analytics
        • Radian6 – commercial offering that many major brands like
      • Pull this all together with RSS
    • 15. A LITTLE BACKGROUND ON RSS
      • The paradigm
        • The tickertape (1870s - 1960s)
        • Reuters, Telerate, Bloomberg
        • Teletext
        • Financial TV
        • PointCast, BackWeb and BBC ticker
        • RSS & Atom
    • 16. READER CHOICE
      • Information presentation
      • How much information?
      • Application, plug-in or online?
      • Is mobile access required?
    • 17.
      • A quick run through setting up a Bloglines account (www.bloglines.com)
      • Click on register at the top right of the page
      • Complete form
      • Complete click on confirmation mail
      SETTING UP A READER
    • 18.
      • Select which news feeds you would like
      • Go and get an easy subscribe button for your browser from: http://www.bloglines.com/help/easysub
      SETTING UP A READER CONT’D
    • 19. UK LEGISLATION
    • 20. UK LEGISLATION
      • From end of May 2008: Consumer Protection from Unfair Trading Regulations 2008
        • No astro-turfing
        • No sock puppetry
        • Up to 6 months jail time
      • What can you do legally?
        • Notify the service provider if content violates their terms of service, there is usually a feedback email in their help section, or content will have a flag button by it
        • For blogs, where there is content that you could take legal action to remove:
          • Notify the legal department of their hosting company
    • 21. CASE STUDIES
    • 22. JET BLUE CASE STUDY
      • Valentines Day 2007:
        • 130,000 customers trapped in bad weather conditions
        • JetBlue fliers were trapped on the runway at JFK for hours, many ultimately delayed by days
        • Only 17 of JetBlue's 156 scheduled departures left JFK
      • What JetBlue did
        • Communicated directly with its audiences
        • Admitted that things had gone wrong
          • Explained what had gone wrong
          • Explained what they were going to do about it
    • 23. ALPO / PURINA PET FOOD RECALL CASE STUDY
    • 24. ALPO / PURINA PET FOOD RECALL CASE STUDY
    • 25. SOCIAL MEDIA CREATION
    • 26. GED CARROLL Waggener Edstrom Tower House 10 Southampton Street London, WC2E 7AH, UK [email_address] +44 (0)20 7632 3800 www.waggeneredstrom.co.uk WAGGENER EDSTROM WORLDWIDE OFFICES Europe: Brussels . London . Munich . Paris Asia: Beijing . Hong Kong . Singapore North America: Austin . Boston . Dallas . New York . Portland . San Francisco . Seattle . Washington Dc
    • 27. ONLINE INSPIRATION & USEFUL LINKS
      • The Cluetrain Manifesto
      • Crowdsurfing
      • Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams
      • Collected papers and essays by danah boyd
      • Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi
      • OECD whitepaper on user-generated content
      • Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School
      • Some suggested blogs and online sources to read sorted by subject area
      • How to read RSS feeds in Outlook: http://office.microsoft.com/en-us/outlook/HA011750001033.aspx
      • Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/
      • Online readers: http://www.bloglines.com/ http://www.newsgator.com/
      • A regularly-updated RSS reader resource: http://blogspace.com/rss/readers
    • 28. © Waggener Edstrom Worldwide 2008