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Ogilvy On: Social Media for Crisis Management

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TOPIC: A HOW TO approach to dealing with a crisis with Social Media. This is the third in a series of online trainings brought to you by The Wall Street Journal, Ogilvy and GoToWebinar. Asia Pacific …

TOPIC: A HOW TO approach to dealing with a crisis with Social Media. This is the third in a series of online trainings brought to you by The Wall Street Journal, Ogilvy and GoToWebinar. Asia Pacific director of Digital Influence Thomas Crampton moderated a presentation by Digital Influence Global Managing John Bell and Managing Director of the Global Public Affairs Practice Jamie Moeller.

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  • I skipped straight to pages 27 - 33 and liked how it explains the steps in phases.
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  • Interestingly, all the crises management strategies was put into play for BP, but they're still in the litigation dock and looking to pay upwards to $60 billion+ in damages, punitive damages, and environmental fines. That's aside from the tens of $millions they spent on crises management.

    Most of the social networking strategy BP's crisis management PR firm used was totally predictable after the first volleys.

    1. The reasonable person approach.
    2. The concerned housewife approach.
    3. The economic concerns.

    When people got wise to that, then came the hired psychopathic trolls.

    When that didn't work, the next step was robotic spamming the comments with pornography and weird sites that contained versus.

    Then there were the mirror Facebook pages and also sites purporting to be against BP.

    The truth of the matter is that once a company loses their reputation, they don't have enough money to buy it back again - the stigma linger on for decades e.g. Exxon.

    The moral of the story is - honesty is the best policy and don't put yourself in a position to generate public animosity.
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  • Great job, more of these please.
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  • Great presentation.
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  • Mycket fluff, men: Slide 17, 27 och några av 'trenderna'!
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  • Need more points:Introduction of Web 2.0
  • http://www.youtube.com/watch?v=su0U37w2tws
  • Zero Hour: crisis hitsHour 6: you’ll know whether the issue breaks into mainstream news. Often bloggers and twitter users will post links to news storiesHour 12: sharing begins to occur – people will be digging the coverage, viewing the videos, sharing it on social networksHour 18: typically begin to see people editorialising about the issue – adding their POV to whatever has happened. Also appearing in searchHour 24: often much of the damage has been done and will continue to build or die offIMPORTANT: the first six hours are critical point where you need to determine whether it’s appropriate to respond, or not.

Transcript

  • 1. Social Media for Crisis Management
  • 2.
  • 3.
  • 4.
  • 5. Presenters
    Jamie Moeller
    Global Practice Director | Public Affairs
    Ogilvy Public Relations Worldwide
    John Bell
    Global Managing Director | 360 Digital Influence
    Ogilvy Public Relations Worldwide
  • 6.
  • 7.
  • 8. The Executive’s GuideSocial Media for Crisis Management
  • 9.
  • 10. Social Media Buzz  Traditional Media Coverage
  • 11.
  • 12. How did they do?
  • 13. AGENDA
    5 Trends In Digital Crisis Management
    A Digital Crisis Management Framework
    5 Keys to Managing the Crisis
    Next Steps
  • 14. 5 Trends in Digital Crisis Management
  • 15. 5 Trends in Digital Crisis Management
    Everything happens at lightning-speed
    People demand “hyper-transparency”
    Dialogue as important as message delivery
    Search reputation delivers multimedia
    Brand detractors have the same tools
  • 16. #1 - Speed
    The First 24 Hours
    • Bad news spreads faster than ever before via Twitter, Facebook and our collective “lifestreams”
    • 17. Monitor all relevant consumer generated media, not just traditional media
    • 18. When responding to emerging crisis, you may need to react fast – in a matter of hours, not days
    • 19. Have a streamlined approach and a team in place
    • 20. Experience in social media will help you respond fast
  • #1 - Speed
    The First 24 Hours
    Hour 18
    Hour 24
    Hour 12
    Hour 6
    Editorial
    Sharing
    Micromedia
    0 Hour
    CRISIS
    HITS
    Mainstream
    Search
    Blogs
  • 21. #2 - Hypertransparency
    1 Million Forensics Experts
    • There are no secrets anymore – don’t assume you can hide information
    • 22. Any individual has the power to expose what were once “private” conversations, making them public – expect what you say to be blogged
    • 23. Be ready to reconcile contradictory business practices
    • 24. Ensure any CSR efforts are sincere, defensible and authentic
  • 25. #3 - Dialogue
    Get Ready for 2-Way Dialogue
    • One-way messaging doesn’t work anymore in a world where people crave dialogue
    • 26. Inviting customers into a conversation is the most effective way to build goodwill and brand advocates who will support you if crisis hits
    • 27. Communicating solely through press releases and scripted interactions doesn’t satisfy
    • 28. A system for listening is critical to remaining responsive
  • #3 - Dialogue
    Get Ready for 2-Way Dialogue
  • 29. #4 - Search
    Reputations are Built or Broken in Search
    • 80% of Internet users start their session at search
    • 30. Organic search is sensitive to social media content due to the cross-linking
    • 31. Google delivers “universal search” making multimedia critical
    • 32. Difficult to dislodge content once it is in search results
  • # 4 - Search
    Reputations are Built or Broken in Search
  • 33. #5 - Detractors
    Your Detractors Are Resourceful
    • An individual voice can travel around the world more easily today
    • 34. Small organizations can often be fast and nimble with social media
    • 35. Listening to consumer generated media is critical
    • 36. Everyone is an influencer in their own circles, so traffic alone can no longer be the only metric for judging influence
  • Detractors
    Your Detractors Are Resourceful
  • 37. Digital Crisis Management: A Framework
  • 38. A Framework
    Digital Crisis Management
  • 39.
    • MONITOR
    • 40. Before the Crisis
    • 41. Establish weekly social media monitoring to complement existing media monitoring reports.
    • 42. Reports should include analysis of discussion, topline charts or visuals, and clip sheet of the most relevant “hits” across social media (blogs, message boards, micromedia, multimedia, soc nets)
    • 43. After the Crisis Hits
    • 44. Expand weekly monitoring reports to daily or hourly reports
    • 45. Include response recommendations to take action against
    • CULTIVATE
    • 46. Before the Crisis
    • 47. Create an Influencer Map to know where your promoters and detractors live online
    • 48. Consider influencer engagement campaigns during non-crisis times to develop relationships that could be revisited if needed
    • 49. After the Crisis Hits
    • 50. Engage influencer in your rapid response efforts as needed: be personal
    • 51. Monitor pre-identified detractor sites and apply messaging strategy to determine appropriate response
    • PREPARE
    • 52. Before the Crisis
    • 53. Develop crisis messaging and adapt it to social media venues
    • 54. Identify and train marcom staff for social media
    • 55. Set up online crisis collaboration site
    • 56. Design and build a crisis dark site
    • 57. After the Crisis Hits
    • 58. Turn on dark site or messaging on home page, and use collaboration site to communicate around the crisis in real time
    • RESPOND
    • 59. Before the Crisis
    • 60. Develop your brand’s presence & voice on the social Web – a corporate blog, Twitter handle, Facebook page, YouTube channel…
    • 61. After the Crisis Hits
    • 62. Actively update home page or dark site
    • 63. Consider using video to deliver a human message
    • 64. If corporate, use social web platforms to respond – these are most effective when they are well established and active prior a crisis
    • PROMOTE
    • 65. Before the Crisis
    • 66. Build list of keywords (negative and positive) to use for SEO/SEM (Search Engine Optimization/Search Engine Marketing)
    • 67. Explore leveraging or creating online advertising
    • 68. Identify potential multimedia responses (photo, video) and key players necessary to create them
    • 69. After the Crisis Hits
    • 70. Deploy a keyword buy across major search engines
    • 71. Create and optimize a variety of multimedia content to help tell your story in multiple ways
    • 72. Advertise online with crisis messaging (as appropriate)
  • 5 Keys to Digital Crisis Management
  • 73. 5 Keys to Digital Crisis Management
    • Set up a Listening Post program TODAY
    • 74. Get C-Suite buy-in on the importance of social media
    • 75. Identify the top online influencers for your business (and begin building relationships)
    • 76. Know how you will “speak” online (e.g. Twitter, Blog, YouTube)
    • 77. Establish Social Media Engagement Guidelines across your marcom team
  • Motrin: How did they do?
    C
    • Train your marcom teams in social media
    • 78. Don’t launch campaigns on a Friday
    • 79. Make sure you are monitoring through the weekend
    • 80. Listen first (and test your ideas)
    • 81. Build relationships w/influencers now
    • 82. Don’t overreact – find opportunity in crisis
  • Find Us
    AsiaDigitalMap.com
    360 Digital influence Asia Pacific Regional Blog with frequently updated information on social media in APAC.
    theDailyInfluence.com
    360 Digital influence Asia Pacific Regional Blog with frequently updated information on social media in APAC.
  • 83. Thank You
    John H. Bell
    Global Managing Director | 360° Digital Influence
    Ogilvy
    email john.bell@ogilvypr.com
    blog: http://johnbell.typepad.com
    Jamie Moeller
    Global Practice Director | Public Affairs
    Ogilvy
    email jamie.moeller@ogilvypr.com
    blog: http://www.theintersection.com
    Thomas Crampton
    Regional Director - Asia | 360° Digital Influence
    Ogilvy
    email thomas.crampton@ogilvypr.com
    blog: http://www.asiadigitalmap.com