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Casevi Crisis Comm


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Slides from "Crisis Communications in a Networked World," presented by Andrew Careaga, director of communications, Missouri University of Science and Technology, at CASE District VI Conference, Jan. 14, 2008

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Casevi Crisis Comm

  1. 1. Crisis communications in a networked world CASE District VI Conference || Jan. 14, 2007 || Denver Andrew Careaga || Director of Communications Missouri University of Science and Technology [email_address] ||
  2. 2. Reputation management online <ul><li>how social media can affect your institution’s reputation </li></ul><ul><li>better monitor online discussions about your institution </li></ul><ul><li>refine your crisis communications plan to address online issues </li></ul><ul><li>improve management of your institution’s online reputation </li></ul><ul><li>be prepared to enter the online “conversation” about your institution </li></ul>
  3. 3. Lessons from Virginia Tech Spike in web traffic Page views Source: Michael Dame, director of web services, Virginia Tech, “ From the Inside Out: Lessons Learned in Crisis Web Communications After the Virginia Tech Tragedy,” webinar, July 10, 2007 687% 1,019,966 129,544 % change April 16, 2007 Avg. Monday 1087% 2,294,687 193,258 % change April 16, 2007 Avg. Monday
  4. 4. ‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( )
  5. 5. Disintermediation Eliminating the middleman
  6. 6. ‘ Don’t tase me, bro!’ 2,238,930 views 27,599 comments
  7. 7. ‘ Can’t tase this’ 1,008,097 views 2,596 comments
  8. 8. So what?
  9. 9. Source: Business Week , &quot;Web Strategies That Cater To Customers,&quot; June 11, 2007; chart source:
  10. 10. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( )
  11. 11. The rise of citizen journalism Every Citizen Is A Reporter 47,000 registered citizen reporters more than 2,500 stories a day 600,000 daily readers
  12. 14. Citizen journalism: StumbleUpon Founded 2001 2006 membership: 1 million 2007 membership: 4 million May 2007: Purchased by eBay for $75 million
  13. 15. Blogs as news sources <ul><li>October 2006 </li></ul><ul><ul><li>12 blogs in top 100 most linked-to news and information sites </li></ul></ul><ul><li>December 2006 </li></ul><ul><ul><li>22 blogs in top 100 most linked-to news and information sites </li></ul></ul>Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( )
  14. 16. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( / )
  15. 17. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( )
  16. 18. Traditional media: losing ground – and credibility <ul><li>72% of adults dissatisfied with the quality of American journalism today </li></ul>55% said bloggers are important to the future of American journalism 74% said citizen journalism will play a vital role Source: We Media/Zogby Interactive survey, reported in Advertising Age, “Who blogs? Odds are marketers have no idea,” June 4, 2007 ( =116998 )
  17. 19. Social media: gaining ground – and credibility <ul><li>78% of online consumers spend more than 10 minutes reading consumer-generated reviews before buying </li></ul>90% of Internet users “moderately” or “highly” trust information from online acquaintances 4% “highly” trust information from vendors or advertisers Source: PowerReviews and research, reported by Elisabeth A. Sullivan in “Be Sociable,” Marketing News , Jan. 15, 2008
  18. 20. Twitter - 500,000 ‘microbloggers’
  19. 21. Online video: we like to watch Source: comScore Media Metrix 7.2 billion 136 million Sept. 2007 2.5 billion 123 million Jan. 2007 Videos watched Viewers Online video stats
  20. 22. Social networks: Catalysts for activism?
  21. 23. Social networks: Catalysts for activism?
  22. 24. Social networks: Catalysts for activism?
  23. 25. An example close to home
  24. 26. An example close to home
  25. 27. ‘Sudden jihad syndrome’ ‘We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
  26. 28. ‘Sudden jihad syndrome’ ‘Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show
  27. 29. Other online reactions
  28. 30. Other online reactions
  29. 31. How to prepare? 4 steps <ul><li>SWOT analysis </li></ul><ul><li>Fill in the gaps </li></ul><ul><li>Get tech-savvy </li></ul><ul><li>Get tech-ready </li></ul>
  30. 32. Step 1: start with a SWOT <ul><li>Strengths might include…accessible, easily updated website </li></ul><ul><li>Weaknesses might include…no ability to send mass text messages, no experience creating podcasts, no concept of blogging </li></ul><ul><li>Opportunities …enlist cyber-savvy student assistants for blogging, podcasting </li></ul><ul><li>Threats …local disgruntled alumnus is also an influential blogger (Do you know who the bloggers are in your community?) </li></ul>
  31. 33. Web-ready SWOT analysis: Missouri S&T Local paper’s open forum online Local colunnist/blogger Students’ user-generated video on YouTube Blogging platform for emergencies IT bloggers can assist Incorp social media into plan Get to know local soc media Explore Facebook culture Threats Opportunities CMS issues Mass notif system new, untested Crisis plan doesn’t take social media into account Not familiar w/ local bloggers Not Facebook-savvy Solid crisis comm experience Experienced bloggers One savvy podcaster Monitoring social media Good IT relations Good media relations Weaknesses Strengths
  32. 34. Step 2: fill in the gaps <ul><li>New skill sets for reputation management in the online world: </li></ul><ul><ul><li>Comfort with technology </li></ul></ul><ul><ul><li>Conversational, honest communication </li></ul></ul><ul><ul><li>Team-building and collaboration </li></ul></ul><ul><li>Have the right people on your crisis communications team (IT, alumni relations, student representatives) </li></ul><ul><li>Collaborate with your IT staff </li></ul><ul><li>Learn from students </li></ul>
  33. 35. Step 3: get tech-savvy <ul><li>Blog discussions: Technorati, BlogPulse, Alexa </li></ul><ul><li>Microblogging: Twitter </li></ul><ul><li>Video: YouTube, Blinkx </li></ul><ul><li>Photos/images: Flickr </li></ul><ul><li>Social bookmarks: Digg, </li></ul><ul><li>Social networks: Facebook, MySpace, LinkedIn </li></ul><ul><li>Wikipedia </li></ul>
  34. 36. Have you met your Wikipedia editor? <ul><li>Here’s ours: </li></ul>
  35. 37. Step 4: get tech-ready <ul><li>Create a plan to monitor your online reputation </li></ul><ul><li>Prepare to respond – or not </li></ul><ul><li>Use web 2.0 tools to reach key audiences </li></ul>
  36. 38. Monitoring online reputation <ul><li>Monitor keywords </li></ul><ul><ul><li>Google News Alerts </li></ul></ul><ul><ul><li>Google Blog Alerts </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>BlogPulse </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Google Video </li></ul></ul><ul><li>Join the Wikipedia editorial team </li></ul>
  37. 47. What’s your reputation
  38. 50. Don’t overlook these sites
  39. 51. Don’t overlook these sites
  40. 53. Responding to online media <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul><ul><li>Respond on your site or at large </li></ul><ul><li>Respond traditionally </li></ul>Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007
  41. 55. Dalhousie University’s response
  42. 56. Measuring online reputation <ul><li>Outcomes : affecting behavior, relationships </li></ul><ul><ul><li>traffic </li></ul></ul><ul><ul><li>relationships </li></ul></ul><ul><li>Outtakes : social capital, social networking measures </li></ul><ul><ul><li>what ‘networks’ are connected? </li></ul></ul><ul><ul><li>comments and commentary </li></ul></ul><ul><ul><li>ability to disseminate info quickly/accurately/widely/narrowly </li></ul></ul><ul><li>Output : How many people are paying attention? </li></ul><ul><ul><li>rankings/authority (Technorati) </li></ul></ul><ul><ul><li>conversation index (comments/post) </li></ul></ul><ul><li>Analysis : Look at trends over time </li></ul>
  43. 57. Getting your story out <ul><li>Email </li></ul><ul><ul><li>most traditional </li></ul></ul><ul><li>Your website </li></ul><ul><ul><li>blog format is useful </li></ul></ul><ul><ul><li>RSS for updates, republishing </li></ul></ul><ul><li>Correct misinformation </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>video to YouTube </li></ul></ul><ul><ul><li>images to Flickr </li></ul></ul><ul><li>Create and post relevant podcasts </li></ul>
  44. 58. Blogging about controversial issues
  45. 59. Get the right tools and people <ul><li>Can you quickly post information on the website and make it readily accessible? </li></ul><ul><li>Do you have RSS feeds, email lists, etc.? </li></ul><ul><li>Who is on your crisis communications team? </li></ul><ul><ul><li>Include key IT staff, alumni relations staff, athletics staff, radio station staff </li></ul></ul><ul><li>Get buy-in from above </li></ul>
  46. 60. In summary <ul><li>Determine your strengths, weaknesses, opportunities, threats </li></ul><ul><li>Fill the gaps </li></ul><ul><li>Get tech-savvy </li></ul><ul><li>Get tech-ready </li></ul><ul><ul><li>Create a plan for monitoring online activity </li></ul></ul><ul><ul><li>Be prepared to respond quickly to misinformation </li></ul></ul>