Crisis management and digitalMuseumNext, Amsterdam, 2013Linea Hansen & Charlotte S H Jensen
What is a crisis?• Threat to humans, animals or valuables in your museum• Threat towards the reputation of the museum
• Be as open and honest as possibleThe classical 3 rules of crisis management• React quickly• Convey a consistent message
• What is being done to stop or diminish damagesThe core information• Damage or injury to people (animals, objects)?• Has ...
• Vandalism towards The Jelling Stone (2011)The past 6 years• Theft of The Golden Horns (2007)• Archaeologist attacked by ...
2007
• We did 5 ”stand-alone” pressreleases on webThe Golden Horns: a very ”classical” aproach• We were ”available”• We provide...
There is a longer tail2007
2011
• We monitoredThe Amber Bear Fraud: still visible today• We broke the news ourselves• We made sharable contentNo social sh...
Google serch in stealth mode2011
A catch 22 on videos…Made with YouTube stats2011
2013
• We had little dialogueThe Fire: a more transmedia approach• We did no pressreleases on the day• Our first digital platfo...
Our webvisits of the day (April 28th)Made with Google Analytics2013
Search InterestMade with Google Trends 2013
Our webvisits of the day (April 28th)NumberVisits to website in total 7,216Source: Google organic 3.829Came through search...
Our tweets of the day (April 28th)Tweet Time RT´s Potential reachBrand på Frihedsmuseet. Ingen personskade, men brandvæsne...
Our status´es of the day (April 28th)Status Time Like Share Comment ReachDer har været brand på Frihedsmuseet i nat. Der e...
An overview of the day (April 28th)Accessed newspage about the fire on web (560 as landingpage) 1.423Tweet with largest po...
Toblerone or Ayers Rock?
What are the take-aways?- and is there room for improvement?
ComparisonUse 2007 2011 2013Pressreleases as main communication (print/web) x (x) -Pressconference x - -Infosite on web as...
Hey… what about dialogue?• Ideal: answer and give recognition to all• Are there limits to openness?
Visual communication• Does visual have a new place in crisis management
• All the practical stuff• Prepare for the dialogueRemember• Include digital and social in crisis management• Give press- ...
Remember• Do not forget internal communications• Support and protect colleagues
• Hashtags may become important part of your crisis strategy• Today -or tomorrow- visual and live will play a much larger ...
SpørgsmålConnect with us@lineaha@charlotteshj
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Crisis Communication and social media (Amsterdam May 14th. 2013)

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  • Actually – the answer i quite easy: In the same way as everyone else
  • Actually – the answer i quite easy: In the same way as everyone else
  • Actually – the answer i quite easy: In the same way as everyone else
  • Actually – the answer i quite easy: In the same way as everyone else
  • Crisis Communication and social media (Amsterdam May 14th. 2013)

    1. 1. Crisis management and digitalMuseumNext, Amsterdam, 2013Linea Hansen & Charlotte S H Jensen
    2. 2. What is a crisis?• Threat to humans, animals or valuables in your museum• Threat towards the reputation of the museum
    3. 3. • Be as open and honest as possibleThe classical 3 rules of crisis management• React quickly• Convey a consistent message
    4. 4. • What is being done to stop or diminish damagesThe core information• Damage or injury to people (animals, objects)?• Has the accident been stopped?
    5. 5. • Vandalism towards The Jelling Stone (2011)The past 6 years• Theft of The Golden Horns (2007)• Archaeologist attacked by wild polar bear (2010)• The Amber Bear Fraud (2011)• Political debate on non-exhibition of scalps (2012)• Arson at The Resistance Museum (2013)
    6. 6. 2007
    7. 7. • We did 5 ”stand-alone” pressreleases on webThe Golden Horns: a very ”classical” aproach• We were ”available”• We provided webpages with content for others (pictures, facts)• We held a press-conference• We monitoredNo SEONo ”long-term awareness”No social sharing2007
    8. 8. There is a longer tail2007
    9. 9. 2011
    10. 10. • We monitoredThe Amber Bear Fraud: still visible today• We broke the news ourselves• We made sharable contentNo social sharing2011
    11. 11. Google serch in stealth mode2011
    12. 12. A catch 22 on videos…Made with YouTube stats2011
    13. 13. 2013
    14. 14. • We had little dialogueThe Fire: a more transmedia approach• We did no pressreleases on the day• Our first digital platforms were Twitter and Facebook, then web• We did bilingual• We monitoredNo visualLittle dialogue2013
    15. 15. Our webvisits of the day (April 28th)Made with Google Analytics2013
    16. 16. Search InterestMade with Google Trends 2013
    17. 17. Our webvisits of the day (April 28th)NumberVisits to website in total 7,216Source: Google organic 3.829Came through searches like ”frihedsmuseet”, ”frihedsmuseet københavn” etc. 1413Accessed page for ”Frihedsmuseet” (2.915 as landingpage) 3.886Accessed newspage about the fire (560 as landingpage) 1.423Made with Google Analytics
    18. 18. Our tweets of the day (April 28th)Tweet Time RT´s Potential reachBrand på Frihedsmuseet. Ingen personskade, men brandvæsnetarbejder stadig med slukning. Vi vender tilbage når vi kan sige mere.06.27 am 11 5.799Opsummeringen om branden på Frihedsmuseet var her (vælg at sevores website som desktop)08.25 am 3 982Fire at The Resistance Museum 11.05 pm 5 1.596Godt nyt: to tredjedele af genstandene fra #frihedsmuseet er nu hoskonservatorerne. Hidtil er intet gået tabt04.46 pm 3 2.118...og kæmpe STOR tak til brandfolk, politi, politihjemmeværn og alleandre, der har hjulpet ved#frihedsmuseet idag <304.53 pm 7 8.133Good News: Head of Conservation confirm, that so far no artefacts orrecords have been lost in fire05.00 pm 15 21.181....and we send a HUGE thanks to firefighters, police and all otherswho has helped save objects from #ResistanceMuseum05.00 pm 8 9.086Made with Twitonomy – own followers excluded
    19. 19. Our status´es of the day (April 28th)Status Time Like Share Comment ReachDer har været brand på Frihedsmuseet i nat. Der eringen personskade, men brandvæsnet er stadig igang med at slukke og redde genstande. Når vi vedmere, vender vi tilbage.06.38 am 38 23 62 7.836Det er ikke så meget mere, vi véd, men der er nulagt en lille opsummering på vores website.08.31 am 33 24 23 7.132Brandvæsnet arbejder fortsat ved Frihedsmuseet,men efter hvad vi véd nu, ser det ud til, at stort setalle genstande er reddet. (- and btw we also have anupdate in English on our website11.49 pm 152 35 22 8.160Godt nyt: Nationalmuseets Bevaringschefbekræfter, at hidtil intet er gået tabt ved brandenpå Frihedsmuseet….16.48 pm 826 85 40 21.352Sidste update på en dag, der endte bedre, end vihavde turdet håbe: Ingen personskade, allegenstande & arkivalier ser ud til at kunnerestaureres. En meget STOR tak til alleredningsfolkene19.33 pm 395 25 20 6.900Made with Facebooks stats – April 28th 23.30
    20. 20. An overview of the day (April 28th)Accessed newspage about the fire on web (560 as landingpage) 1.423Tweet with largest potential reach on Twitter (lowest reach 982) 21.181Status with largest reach on Facebook (lowest reach 6.900) 21.352
    21. 21. Toblerone or Ayers Rock?
    22. 22. What are the take-aways?- and is there room for improvement?
    23. 23. ComparisonUse 2007 2011 2013Pressreleases as main communication (print/web) x (x) -Pressconference x - -Infosite on web as main channel (x)Lasting content on other platforms - x (x)Facebook as main channel xTwitter as main channel - - xMade with Facebooks stats – April 28th 23.30
    24. 24. Hey… what about dialogue?• Ideal: answer and give recognition to all• Are there limits to openness?
    25. 25. Visual communication• Does visual have a new place in crisis management
    26. 26. • All the practical stuff• Prepare for the dialogueRemember• Include digital and social in crisis management• Give press- and digital officers a clear mandateCan more that one access relevant networks?Does your webeditor have a backup?Do you have portable hardware?Do you have rechargeables?Worst case:Do you have an emergency website?
    27. 27. Remember• Do not forget internal communications• Support and protect colleagues
    28. 28. • Hashtags may become important part of your crisis strategy• Today -or tomorrow- visual and live will play a much larger roleSuggested take-ways• Crisis management is transmedia today• A crisis lasts forever on the web
    29. 29. SpørgsmålConnect with us@lineaha@charlotteshj

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