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LIVE TIME: Crisis Management for Online Community Managers

Brooke McMillan, online community manager at the Livestrong Foundation, on her organization’s response to founder Lance Armstrong’s public acknowledgement of his doping allegations: “We had six days’ notice before the Oprah interview. We had six days to prepare. This was a moment in time where everybody had their eyeballs glued to the foundation. What are they going to do? What are they going to say? Are they going to go away? It’s like this one massive case study in the making. Having that real-time communication, and asking people their stories and how the foundation has helped them, and then reminding people who we are and what we do, that was very important during those six days leading up to the Oprah interview, as well as during everything afterward.”

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LIVE TIME: Crisis Management for Online Community Managers

  1. 1. LIVE TIME: Crisis Management July 16, 2013 Brooke McMillan Online Community Manager LIVESTRONG Foundation
  3. 3. Who We Are. What We Do.
  4. 4. Who We Are. What We Do.
  5. 5. Who We Are. What We Do.
  6. 6. Who We Are. What We Do.
  8. 8. • YouTube/LIVESTRONGArmy • •Flickr/LIVESTRONGArmy •Facebook/LIVESTRONG •Twitter/LIVESTRONG •Instagram/LIVESTRONG Foundation Our Online Communities
  9. 9. Our Online Communities
  10. 10. Our Online Communities
  11. 11. CRISIS TIMELINE 2012
  12. 12. •October 10: USADA report released •October 15: Foundation 15th Anniversary Weekend •October 17: Lance steps down as Chairman •October 22: Lance stripped of titles •November 4: Lance resigns from board •November 14: Foundation official name change final 2012
  13. 13. •October-November 2013
  14. 14. •What is Important to the Community 2012
  15. 15. JANUARY 2013
  16. 16. •January 8: Oprah announces. Foundation learned at same time as the world •January 14: Lance apologizes to LIVESTRONG Foundation staff. Minutes later Lance tapes interview with Oprah where he confesses •January 16: Foundation issues statement in advance of Lance’s Oprah Interview •January 17: Part 1 of Lance’s interview with Oprah (@LIVESTRONG tweets minutes before the show) Foundation sends house file email with shareable graphic •January 18: Part 2 of Lance’s interview with Oprah 2013
  17. 17. The Foundation had six days to prepare
  18. 18. •Dispelling Rumors 2013
  19. 19. •Letting People Share Their Opinions 2012
  20. 20. •Protecting the Community 2013
  21. 21. •Promoting Our Work In Their Words 2013
  22. 22. •Letting Them Grieve 2013
  23. 23. •Give Them Something to Share 2013
  25. 25. •Arm Your Advocates: Transparency
  26. 26. •Our Voice Series: Transparency
  27. 27. Our Voice Series:
  28. 28. •Share The Good News: Transparency
  29. 29. Transparency
  31. 31. •Unless It’s Personal Don’t Take It Personally
  32. 32. •Unless It’s Personal Don’t Take It Personally
  33. 33. THANK YOU