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ASIANA Flight 214 | CRISIS COMMUNICATIONS ANALYSIS
Digital & Social Media
Brendan Hodgson, Strategy Director
H+K Strategie...
Analysis:
– Initial 90 min following crash – July 6, 2013
(approx. 21:30 – 22:30 CET)
– Supplemented by 12hr refresh – 10A...
Analysis:
– This document explores the following
incident elements:
• Role of web/social properties by involved
parties – ...
Asiana Flight OZ 214
Departed from Seoul at 5.04pm Korean
time and touched down in San
Francisco at 11:28am PDT, according...
First 60 min:
No mention of incident
across any of Asiana’s
digital platforms:
regional websites (US,
Asia etc.), FB or Tw...
First 60 min:
Asiana Twitter feed:
No mention of incident – Potential
reputation risk due to perceived lack of
sensitivity...
Airline | Asiana
Press release
uploaded to US site
2.5 hours following
crash.
Over 6 hours the
release receives
18000+ hits
Airline | Asiana
Potential consistency issue
as some regional sites
updated (e.g. US, Korea)
while others not (Europe)
Kor...
Airline | Asiana
Within approximately 12 hours of
the crash, Asiana had published
5 tweets and updated all of its
social p...
Airline | Asiana
Interestingly, Asiana linked
one tweet to its media
statement hosted on its
Google+ account versus its
ow...
Airline | Asiana
From an employee
management
standpoint, issue
potential as
employees from
other airlines
comment and
spec...
Airport | SFO
Within minutes, SFO website inaccessible
Remains inaccessible for the next 12 hours.
21h50 CET
22h10 CET
22h...
+12 hours
SFO website remains
inaccessible – basic
information page
updated to direct
public to either call a
number or fo...
Active use of Twitter by SFO throughout crisis
Less active use of Facebook
Recognition that social platforms were only
ava...
Airport | SFO
Over the initial 12 hours
following the crash, SFO
tweeted more than 15
updates
Manufacturer | Boeing
Boeing | 777 manufacturer
acknowledged incident via
Twitter within first 35 min.
During that time, n...
Potential issue for
companies with
more than one
Twitter Account
Boeing corporate
inconsistent with
Boeing Airplanes
despi...
Manufacturer | Boeing
Within several hours, all Twitter accounts had been updated with expression of
condolences – Re-twee...
Proactive Tweet’s by Boeing
amplified almost immediately
Picked up by mainstream media
Guardian.co.uk
Manufacturer | Boein...
+ 1 minute
Within 60 seconds of incident, the first
image is posted to Twitter by airport
witnesses
Reporters quick to see...
Passenger Reporting
+20 min:
First passenger photos are posted to
Path | amplified through Twitter
Pick-up by mainstream m...
Passenger Reporting
Within first 8 hours, image had
been re-tweeted more than
30,000 times
Passenger Reporting
Survivors | participants became key
players in the unfolding story – with
images and regular updates b...
Regulatory Body | NTSB
Within first 60 minutes – NTSB site was
updated multiple times
Regulatory Body | NTSB
Within 12 hours of crash, NTSB had added
images of the NTSB investigation team on-
site
General Observations
Role of social heightened through visual
proximity to incident
As media mobilized, citizen journalism...
General Observations
Heavy reliance on
mainstream media screen
grabs as source for visuals
and new information
Mainstream ...
General Observations
Mainstream media tweets | links
most popular re-tweets in first
hour following crash
General Observations
An interesting side-story: Facebook’s
Sheryl Sandberg updates FB indicating
she had been scheduled to...
Transparency | Availability of Data
The Asiana crash continues to
demonstrate the increasing availability of
information t...
General Observations
As with virtually every
21st century crisis, the
web is quick to elevate
the history behind the
key p...
By the Numbers: Social & Online Media
More than 44000 Tweets
referencing Asiana within first
30 minutes
More than 52000 Tw...
Massive traffic spike to
Asiana’s corporate website
Reinforcement of need for
robust infrastructure and
importance of webs...
By the Numbers: Media Coverage
Google News
22h30 CET
10h30 CET +1
Importance of having social platforms deployed as back-up should owned platforms
(websites) fail
Importance of consistency...
Final Note
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Asiana Airlines 214 & Digital Crisis Management

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This document reflects relevant online activity related to the crash of Asiana Airlines 214 which occurred on the evening of July 6, 2013. It covers the initial 90 minutes of online activity with a 12-hour refresh. It is based purely on external analysis of the incident and communications activities undertaken in the public domain.

Published in: Technology, Business
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Asiana Airlines 214 & Digital Crisis Management

  1. 1. ASIANA Flight 214 | CRISIS COMMUNICATIONS ANALYSIS Digital & Social Media Brendan Hodgson, Strategy Director H+K Strategies, Brussels @brendanhodgson Brendan.hodgson@hkstrategies.com 7 JULY 2013
  2. 2. Analysis: – Initial 90 min following crash – July 6, 2013 (approx. 21:30 – 22:30 CET) – Supplemented by 12hr refresh – 10AM CET – July 7, 2013 – Timestamps included in this document are estimates only. – NOTE: this analysis is not intended as a critique of the response efforts of any involved party Introduction
  3. 3. Analysis: – This document explores the following incident elements: • Role of web/social properties by involved parties – airlines, airports, emergency responders, regulatory bodies etc. • Role of web/social by witnesses and general public • Role of web/social by media – The observations and questions raised by this analysis are not informed by any internal knowledge of the incident response plans of any of the involved parties Introduction 10/1/2013 3
  4. 4. Asiana Flight OZ 214 Departed from Seoul at 5.04pm Korean time and touched down in San Francisco at 11:28am PDT, according to FlightAware. The flight lasted 10 hours and 23 minutes Boeing 777 291 passengers 3 confirmed fatalities | Multiple injuries Background 10/1/2013 4
  5. 5. First 60 min: No mention of incident across any of Asiana’s digital platforms: regional websites (US, Asia etc.), FB or Twitter Airline | Asiana 21h50 CET 22h10 CET
  6. 6. First 60 min: Asiana Twitter feed: No mention of incident – Potential reputation risk due to perceived lack of sensitivity given current tweets Airline | Asiana 10/1/2013 6
  7. 7. Airline | Asiana Press release uploaded to US site 2.5 hours following crash. Over 6 hours the release receives 18000+ hits
  8. 8. Airline | Asiana Potential consistency issue as some regional sites updated (e.g. US, Korea) while others not (Europe) Korean English site European English site
  9. 9. Airline | Asiana Within approximately 12 hours of the crash, Asiana had published 5 tweets and updated all of its social platforms, including FB.
  10. 10. Airline | Asiana Interestingly, Asiana linked one tweet to its media statement hosted on its Google+ account versus its own website.
  11. 11. Airline | Asiana From an employee management standpoint, issue potential as employees from other airlines comment and speculate on potential causes etc.
  12. 12. Airport | SFO Within minutes, SFO website inaccessible Remains inaccessible for the next 12 hours. 21h50 CET 22h10 CET 22h20 CET 22h35 CET
  13. 13. +12 hours SFO website remains inaccessible – basic information page updated to direct public to either call a number or follow their twitter feed. Airport | SFO 10/1/2013 13
  14. 14. Active use of Twitter by SFO throughout crisis Less active use of Facebook Recognition that social platforms were only available online channels to communicate messages | actions Airport | SFO 14 22h25 CET
  15. 15. Airport | SFO Over the initial 12 hours following the crash, SFO tweeted more than 15 updates
  16. 16. Manufacturer | Boeing Boeing | 777 manufacturer acknowledged incident via Twitter within first 35 min. During that time, no mention posted to Boeing.com
  17. 17. Potential issue for companies with more than one Twitter Account Boeing corporate inconsistent with Boeing Airplanes despite equal visibility Issue – how should organisations with multiple accounts push public to handle specific to crisis response? Manufacturer | Boeing 10/1/2013 17
  18. 18. Manufacturer | Boeing Within several hours, all Twitter accounts had been updated with expression of condolences – Re-tweeting Boeing Airplanes
  19. 19. Proactive Tweet’s by Boeing amplified almost immediately Picked up by mainstream media Guardian.co.uk Manufacturer | Boeing 10/1/2013 19
  20. 20. + 1 minute Within 60 seconds of incident, the first image is posted to Twitter by airport witnesses Reporters quick to seek out eyewitnesses | passengers etc. Seiden/photo mentioned in more than 5000 articles Passenger Reporting 10/1/2013 20
  21. 21. Passenger Reporting +20 min: First passenger photos are posted to Path | amplified through Twitter Pick-up by mainstream media within minutes of posting by passenger to social platform
  22. 22. Passenger Reporting Within first 8 hours, image had been re-tweeted more than 30,000 times
  23. 23. Passenger Reporting Survivors | participants became key players in the unfolding story – with images and regular updates bypassing traditional media
  24. 24. Regulatory Body | NTSB Within first 60 minutes – NTSB site was updated multiple times
  25. 25. Regulatory Body | NTSB Within 12 hours of crash, NTSB had added images of the NTSB investigation team on- site
  26. 26. General Observations Role of social heightened through visual proximity to incident As media mobilized, citizen journalism drove much of the data flow All major social platforms at play re. amplification – Twitter, FB, YouTube, Instagram
  27. 27. General Observations Heavy reliance on mainstream media screen grabs as source for visuals and new information Mainstream media ensured social served as a key channel during first hours of crisis
  28. 28. General Observations Mainstream media tweets | links most popular re-tweets in first hour following crash
  29. 29. General Observations An interesting side-story: Facebook’s Sheryl Sandberg updates FB indicating she had been scheduled to be on flight. A large number of responses were critical of her comments in light of the situation.
  30. 30. Transparency | Availability of Data The Asiana crash continues to demonstrate the increasing availability of information that can be accessed by the public unfiltered by either the media or government bodies. General Observations 10/1/2013 30
  31. 31. General Observations As with virtually every 21st century crisis, the web is quick to elevate the history behind the key players – even as the crisis continues to unfold.
  32. 32. By the Numbers: Social & Online Media More than 44000 Tweets referencing Asiana within first 30 minutes More than 52000 Tweets referencing Asiana within first 60 minutes Global reach – driven largely by movement of visuals | video
  33. 33. Massive traffic spike to Asiana’s corporate website Reinforcement of need for robust infrastructure and importance of website as primary information resource Asiana’s Twitter account grew by approx 2500 during height of the incident By the Numbers: Asiana Platforms 10/1/2013 33
  34. 34. By the Numbers: Media Coverage Google News 22h30 CET 10h30 CET +1
  35. 35. Importance of having social platforms deployed as back-up should owned platforms (websites) fail Importance of consistency across all regional websites – as all major events are now global events For companies with multiple Twitter handles, importance of proactively identifying specific Twitter account responsible for response As demonstrated by earlier events (Hudson River, Costa Concordia), proximity to the event, and the potential to capture and share compelling visuals will further drive social and media amplification – When such a scenario exists, be prepared for significantly heightened coverage and commentary. During first minutes of a crisis, social media functions as more than an amplifier of news and sentiment. During this confused period, and as media are trying to mobilize and access information, social and digital often drives new information (particularly images and video). Once mainstream media are in play, the role of social typically reverts to one of amplification. Mainstream media will continue to serve as the primary content source for social amplification Communication within the first 30-60 minutes remains a critical factor in corporate crisis response – corporations must be careful to control all employee engagement, up to the most senior ranks Key Observations 10/1/2013 35
  36. 36. Final Note

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