The Changing Face of Crisis in the Digital Age: Part III

1. www.rockdovesolutions.com
The Changing Face of
Crisis in the Digital Age
Sponsored by
Presenters:
Chris Nelson – Partner | Crisis Lead, Americas | FleishmanHillard
Ryan Smith – Partner | Social & Innovation,
Global Insights & Analytics | FleishmanHillard

2. Photo
from
David
Eun
(@Eunner)
tweet,
July
6,
2013

4. 4
Positioning &
Storytelling
Engage
Understand
Prepare
C R I S I S
I N
T H E
D I G I T A L
A G E

5. 5
Positioning &
Storytelling
Prepare
C R I S I S
I N
T H E
D I G I T A L
A G E
• Mapping
• Scenario
Planning
• Training

6. • Large
volume
outside
of
Tier
1
Media
• Forums
amplify
the
story
to
mainstream
• Top
5
are
all
areas
that
can
influence
adop@on
or
regula@on
M A P
C I R C L E S
O F
I N F L U E N C E
VOICE-­‐COMMAND
APPLIANCES

7. 7
CONFIDENTIAL
Create
industry-­‐specific
models
of
crises
in
social
media
• How
conversaOons
start
• How
they
propagate
• Predict
acOvaOon
levels
by
influencer
group
and
incident
type
Iden@fy
response
thresholds
and
mi@ga@on
tac@cs
• Create
maps
and
Omelines
of
relevant
scenarios
• Isolate
and
measure
effecOve
responses
C R E A T E
M O D E L S
O F
I N D U S T R Y
C R I S E S

8. 8
CONFIDENTIAL
D E T E R M I N E
E N G A G E M E N T
T H R E S H O L D S
Threat
Level
Descrip@on
LOW
• Less
than
10
social
posts
per
hour
• Low
influence
–
users
with
a
network
size
of
less
than
200
members
• Trolls
(individuals
focused
solely
on
degrading
and
beraOng
others)
• SaOrical,
rant
or
rage-­‐filled
content
• Isolated
opinion
posts
with
lile
to
no
engagement
MEDIUM
• 10
–
30
social
posts
an
hour
• Medium
influence
–
users
with
a
network
size
of
201-­‐1,000
members
• Medium-­‐sized
news
outlets
and
blogs
-­‐
regional,
less
than
50,000
unique
monthly
visitors
• CriOcism
or
negaOve
commentary
that
has
generated
response
from
influencers
or
10+
users
and
is
gaining
visibility
HIGH
• More
than
30
social
posts
an
hour
• High
influence
-­‐
users
with
greater
than
1,000
member
networks
(fans,
following)
• CelebriOes,
government
officials,
high
profile
business
owners,
analysts
• NaOonal
media
outlets
and
blogs
–
naOonal
circulaOon/viewership,
greater
than
50,000
unique
monthly
visitors
• InternaOonal
media
outlets
and
blogs
with
posts
including
negaOve
senOment
8

9. 9
Positioning &
Storytelling
I D E N T I F Y
C O N T E N T
N E E D S
&
P L A T F O R M S

10. 10
E S T A B L I S H
A N A L Y T I C S
M O D E L S
I N
A D V A N C E
AND
/
OR
/
NOT

11. 11
C H O R E O G R A P H
C O M M U N I C A T I O N S

12. 12
Positioning &
Storytelling
Understand
C R I S I S
I N
T H E
D I G I T A L
A G E
• Monitoring
• Analy@cs
• Forensics

13. 13
CONFIDENTIAL
S O C I A L
M E D I A
I N
A
C R I S I S
ACCELERANT:
Not
just
the
speed
that
news
disseminates,
but
also
the
speed
that
a
story
develops
via:
• SpeculaOon
• MisinformaOon
• Crowd-­‐sourced
reporOng
MITIGATION:
Can
deflate
a
story
as
fast
as
it
emerges,
and
redirect
aenOon
• Independent
fact-­‐checking
• Rapid
news
cycle
moves
on
• ConversaOon
moves
to
the
fringe

14. 14
CONFIDENTIAL
How
far
a
story
has
spread
What
angles
are
gaining
the
most
aenOon
How
credible
the
actors
are
What
aspects
of
a
response
get
tracOon
How
similar
instances
have
played
out
PotenOal
impact
of
response
messaging
Who
might
be
working
behind
the
scenes
What
quesOons
from
the
public
might
require
response
C R I S I S
A N A L Y T I C S
14

15. M O N I T O R I N G
–
T H E
A R T
O F
P A Y I N G
A T T E N T I O N
The
shape
of
the
line
maers
Clarity,
meaning
&
speed
beat
beauOful
&
complex
People
cause
the
line
to
go
up
and
down
by
doing
things
…
you
have
to
know
which
people
and
what
they
are
saying
/
feeling

16. Overall
US
Mainstream
Merger
Announcement
Files
Papers
Stock
Ac@on
Oppo.
Statements
Court
Ruling
Cnet
Story
C O V E R A G E
S T E A D I L Y
I N C R E A S I N G

17. 17
CONFIDENTIAL
R A C I A L
I S S U E
C O V E R A G E
–
A C T I V I S T
B A C K L A S H
D R I V E S
V O L U M E
Accurately
showed
spikes,
as
well
as
pickup
follow
up
events

18. 18
CONFIDENTIAL
I N F L U E N C E R S
A L M O S T
E X C L U S I V E L Y
F R O M
T H E
R I G H T

19. 19
CONFIDENTIAL
G E O G R A P H I C
C O V E R A G E
L I M I T E D
I M P A C T

20. The
best
companies
do
analyOcs
aner
a
risk
assessment
and
BEFORE
a
crisis
Benchmark
yourselves,
your
compeOtors,
and
the
issue
type
Keep
them
current
/
build
over
Ome
A N A L Y T I C S
–
A P P L Y I N G
S C I E N C E
T O
C O N V E R S A T I O N S

21. 1
11
21
31
41
51
61
Average
LiOgaOon/RegulaOon
(spike:
5,716
menOons)
1
11
21
31
41
Average
Service
DisrupOon
(spike:
1,889
menOons)
1
11
21
31
41
51
61
71
Average
Social
Issue
(spike:
2,323
menOons)
1
11
21
31
41
51
61
71
Average
Business
News
(spike:
4,779
menOons)
1
11
21
31
41
51
61
Average
Cyber
Breach
(spike:
2,452
menOons)
1
11
21
31
41
Average
Contract
Dispute
(spike:
802
menOons)
Charts
are
a
measure
of
volume
trends
in
the
six
disOnct
categories.
Volume
(y-­‐axis)
is
measured
over
the
hour
(x-­‐axis).
O V E R V I E W
O F
S O C I A L
I S S U E
M O D E L S

22. 22
0
1000
2000
3000
4000
5000
6000
7000
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
Service
Outage
Social
Issue
Business
News
LiOgaOon/RegulaOon
Breach
Contract
Dispute
During
service
outages,
we
see
a
low
drumbeat
of
chaer,
but
when
the
outage
is
widespread
and
prolonged,
menOons
spike
significantly
within
the
first
hour
and
conOnue
unOl
service
is
restored.
q Service
Disrup@on
q Social
Issue
q Business
News
q Li@ga@on/Regula@on
q Breach
q Contract
Dispute
C O M P A R I S O N
O F
“ H I G H
W A T E R
M A R K ”
E V E N T S
Business
news
makes
a
sharp
and
quick
spike
in
menOons
as
media
outlets
rush
to
tweet
headlines
and
followers
rush
to
retweet
them.

23. 23
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
1
11
21
31
41
51
61
71
During
service
outages,
we
see
a
low
drumbeat
of
chaer,
but
when
the
outage
is
widespread
and
prolonged,
menOons
spike
significantly
within
the
first
hour
and
conOnue
unOl
service
is
restored.
Business
news
makes
a
sharp
and
quick
spike
in
menOons
as
media
outlets
rush
to
tweet
headlines
and
followers
rush
to
retweet
them.
q Service
Disrup@on
q Social
Issue
q Social
Issue
(original
data)
q Business
News
q Li@ga@on/Regula@on
q Breach
q Contract
Dispute
C O M P A R I S O N
O F
“ H I G H
W A T E R
M A R K ”
E V E N T S

24. Before
and
aner
crisis,
it
is
about
knowing
true
impact
to
what
maers
It
helps
you
be
predicOve
F O R E N S I C S
–
K N O W I N G
T H I N G S
N O
O N E
E L S E
K N O W S

25. 0
10
20
30
40
50
60
70
80
90
100
Day
One
Day
Two
Day
Three
Day
Four
Day
Five
Day
Six
Day
Seven
Do
not
feel
relief
here.
Ask
a
quesOon.
N O T
G E T T I N G
P U N C H E D
A N Y M O R E ?
G E T
M E D I C A L
A T T E N T I O N

26. D I D
Y O U
M A K E
I T
T H R O U G H
O K A Y
O R
A R E
Y O U
B E A T
U P ?

27.
Measure
feelings
like
love,
hate,
purchase
intent,
advocacy,
innovaOon,
or
ANY
brand
pillar
T R A C K
H O W
Y O U R
A U D I E N C E
F E E L S
A B O U T
Y O U

28. D I G
I N T O
T H E
D E T A I L S
Company
in
Dallas
Company
apologizes
Company
removes
manager
Honor
of
Veterans
Day
Free
Veterans
Day
Meal

29. Positioning &
Storytelling
Engage
Understand
Prepare
C R I S I S
I N
T H E
D I G I T A L
A G E

30. CONFIDENTIAL
A
F I N A L
W O R D
O F
C A U T I O N
30

31. www.rockdovesolutions.com
Questions
Sponsored by

32. www.rockdovesolutions.com
Thank you.
Contact us:
www.rockdovesolutions.com
e: info@rockdovesolutions.com
p: 1.800.787.1639
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