Successfully Implementing Your Social Media Plan and Exploring Available Reme...
Vidur kohli, core crisis management in the era of social media - bcm me summit dubai 29 may 2013
1. Crisis Management In The Era
Of Social Media
Presented By
Vidur Kohli
Director & CEO
2. BP 2010 Case Study
• Explosion in offshore drilling rig: oil spills out in ocean for months• Explosion in offshore drilling rig: oil spills out in ocean for months
• Constantly backlash on Facebook, Twitter, Youtube and Flickr
• BP’s voice drowned in voices of dissenters
• Did not build up a strong base, engage with the fans and did
nothing to cease or respond to negative comments
• Already fined $25 billion, may have to cough up another 17
• CEO loses his job
3. BlackBerry, 2011 Case Study
• BlackBerry suffered four-day outage in October
• Cut off access to email, internet & instant messaging
• Spread across all the continents in no time
• Affected three-quarters of 70 million BB users
• Twitter erupted with trending topics of anger, frustration and
disappointment in the service
• BlackBerry finally spoke up via Twitter using confusing jargon
• Suffered another outage in May, 2013
"So I have no email, Twitter or BBM on my BlackBerry“ –
Tweet
4. US Congressman, June 2011 Case
• Married Congressman Anthony Weiner publicly tweeted
naked pictures of himself
• Intended for woman he was flirting with online
• Shot went to his 67,000-plus followers
• Had to resign from Congress & disappeared form public eye
• Last week emerged to announce candidature for NYC Mayor
5. Ford, March 2013 Case Study
• Disturbing mockup print ad for Figo model posted online
• Ad featured former Italian Prime Minister Silvio Berlusconi
• Mockups to “show off their creative chops”
• Ford issued statements that Ford didn’t create ads
• Commenters on Ford’s Facebook page took company to task
• Sizeable Negative publicity
6. Amy’s Baking Co., 2013
• Upscale Italian pizzeria and restaurant in Scottsdale, Arizona, USA
• After being cast in negative light on reality TV show (Chef Gordon
Ramsey), owners Samy and Amy Bouzaglo become subject of Internet ridicule
• Negative comments appeared on Reddit, Yelp and Facebook
• Owners use restaurant’s Facebook page to defend themselves
• Posted abuse directed at commenters calling them “punks”
• Later they claimed their social media pages were hacked
• So much negative publicity- “owners deportation case with INS underway”
Comment by Owners
7. Amy’s Baking Company…melt down
“To all of the Yelpers and Reddits: Bring
it on … Come to Arizona. you are
weaker than my wife, and weaker than
me. come to my business. say it to my
face. man to man. my wife is a jewel in
the desert. you are just trash. reddits
and yelpers just working together to
bring us down. pathetic.”
“I AM NOT S***** ALL OF YOU ARE.
YOU JUST DO NOT KNOW GOOD FOOD.
IT IS NOT UNCOMMON TO RESELL
THINGS - WALMART DOES NOT MAKE
THEIR ELECTRONICS OR TOYS SO LAY
OFF!!!!”
Samy Bouzaglo owner of Amy’s Baking Company on Facebook
8. Introduction to Vidur Kohli
• Director and CEO of Continuity and Resilience – CORE
Integrated Management Systems Pvt. Ltd.
• IBM
– Chief Learning Officer (140 countries / Growth Markets)
– Business Process Owner BCM IBM India (responsibility for
all 125K employees in India)
– CIO
• GE Capital India/Genpact (GECIS) CIO
• Connect with me via LinkedIn
9. Introduction to CORE
• Boutique Management Consulting Firm
• Business Continuity Management
• Crisis Management
• IT Disaster Recovery
• Green IT
• Data Privacy
• We Consult / Train / Assess and Certify in
these domains
10. What is Social Media?
• Website that invites you to interact via the site with other
visitors
• Increases and enhances sharing of information
• Two-way street with ability to communicate
11. Social Media Vs Traditional Media
• Collective nature of social media connects people across geographical boundaries and time zones
Collectivity
• Social media is able to connect users to other resources through the sharing of web links
Connectivity
• Social media captures contributions and keep them in a persistent state for others to view and share
Completeness
• Content on social media websites is highly visible
Clarity
• People are encouraged to share and contribute by gathering information and providing feedback
Collaboration
12. Types Of Social Media Websites
• YouTube
• Flickr
• Instagram
• Tumblr
• Facebook
• MySpace
• Google Plus
• Digg
• Propeller
• Reddit
• Twitter
• Wordpress
Social
Blogging
Social News
Social Photo
& Video
Sharing
Social
Networking
13. Geocities – 1st Social Media Website
• Beverly Hills Internet (BHI) started
Geocities,1994
• Users could create own websites
modeled after types of urban areas
• Crossed 1 million users by 1997
• Shutdown for US users in 2009 with
user base of 38 million
• Owned by Yahoo! today
• Offers only web hosting service for
Japan
14. Top 10 Social Media Sites
Sr
No.
Site Number of users
1 Facebook 1,993,209,231
2 Youtube 880,975,059
3 Twitter 57,898,377
4 Pinterest 40,852,294
5 Yahoo!Answers 37,272,208
6 LinkedIn 31,583,376
7 Google+ 27,155,984
8 Tagged 17,598,603
9 Tumblr 17,356,666
10 Instagram 14,602,803
Almost half of all Americans
are on Facebook!
That is more than population
of China ~100X of ANZ
15. How Quickly Messages Spread On Social
Media?
• Rapid targeted message delivery
• SMO (Social Media Optimisation) may
soon overtake SEO (Search Engine
Optimisation)
• Social networking has made us all
news sources
• Missteps & misinformation get issued
& repeated quickly
In less than 12 hours since
the tweeting began we saw
almost 40,000 blog post
and news articles and
an astounding 2.2 million
tweets all talking about
Osama Bin Laden
16. Web 1.0, 2.0 & 3.0?
Web 1.0 –
Read only
web
Web 2.0 –
Read &
write
Web 3.0 -
Intelligent
search and
behavioral
advertising
17. Regular Phones
• Wireless electronic device used for telephone and multimedia
communications
• Additional features include: games, calendar, camera,
GPS device, MP3 player…
Make & receive calls
Send & receive text messages
18. Smartphones
• Device which allows user to not only make and receive
phone calls, text messages, but also a variety of other
communications forms as well as the ability to run
productivity & convenience applications & enjoy
multimedia
19. Smartphone Vs. Regular Phone
Operating System
• iOS
• Android
Apps
• Hotmail Outlook
• Google Goggles
Web Access
• 3G, 4G data network
• Wi-fi connectivity
QWERTY Keyboard
• Keys are laid out in the same manner they would be on your computer keyboard
Messaging
• Text messaging and messenger services
• Sync multiple official e-mails
20. Smartphone Market Penetration
2011: 708 million smart phones worldwide
2012: 1.038 billion users - 1 in 7 of world
owned a smart phone
16 years for smart phone penetration to
reach 1 billion
It will only take three years to achieve the
next billion
26. Smart Devices and Social Media
•Smart Devices
gateway to social
media
•Tweet, blog, fb,
reddit i.e. connect
(via social media)
on the go
•Smart Devices
easier for SM
27. HOW TO MANAGE SOCIAL MEDIA CRISIS?
• Crisis spreads on social media
before it reaches traditional media
• Social media never sleeps, so
neither can you
• Presence & quick responses are
essential!
28. A Crisis in Social Media Era
• Social media have changed speed in relation to crisis
management
• PR can no more foresee crisis through traditional media
• No break between newspaper deadlines!
• Crisis management is all about foreseeing the next crisis
• Every company must monitor communication on social media
• Crisis at one company is likely to influence entire industry
29. Effective Ways To Handle Crisis Through
Social Media
• Simply come clean if you are aware of information
that could potentially amplify the crisis
Acknowledge
• Once you have some information, respond first in
the venue where crisis first broke
Fight Social Media Fire
With Social Media
Water
• Give stakeholders more than the message; give them
the tools to allow them to share that message easily
Empower your
community to work on
your behalf
• You’ll be forgiven if you say you’re sorry and mean itBe Sorry
30. Effective Ways To Handle Crisis Through
Social Media..Cntd
• Create a Web page or microsite and put all the
information about the crisis in one placeCreate a Crisis FAQ
• You WANT people to vent on a venue you control
Build a Pressure
Relief Valve
• Do not get in an online tit for tat, ever.
Know When to Take
it Offline
• Every employee is a potential spokesperson - keep
ALL employees informed about the crisisArm Your Army
• After the crisis subsides, reconstruct and
deconstruct the crisis & document every facetLearn Your Lessons
31. Qantas Airlines, 2011 Case Study
• Ash cloud situation grounds
hundreds of flights
• 120,000 people affected!
• Twitter and Facebook used for ash
cloud updates
• Video starring airline’s Head of
Operations and Chief Pilot was put
online
32. Audi India Case Study
• Audi R8 caught fire in freak accident on Bandra-Worli sea link
• Blaze spread like wild fire on social media
• "Haha, was it really an Audi or modified Nano?" & "Bar b q Audi"
:digs the twitterati took at Audi
• Audi India posted reply on twitter
• Reply promptly retweeted by its MD Michael Perschke
• Audi India's social media presence on Facebook boasted 1.7 million
likes
33. Frontier Airline’s Case
• Storm hit Frontier Airline’s hub
• Damaged one third of aircraft fleet
• Kept customers informed through
Facebook & Twitter
• Empowered employees to re-book
tickets through these sites
34. Toyota, 2010 Case Study
• Toyota recalls millions of vehicles
• Hundreds of cases of accelerator problems
• Largest recall in company's history!
• Toyota COO appear on Digg.com to address the public
Powerful Twitter campaign saves the day for Toyota!!
35. Hurricane Sandy & JetBlue, 2012
• Hurricane Sandy or the Super Storm Sandy left a trail of• Hurricane Sandy or the Super Storm Sandy left a trail of
devastation from floods, fire and widespread power outages
• Within month Sandy generated 11.5 million social media mentions
• JetBlue Airways forced to cancel 1,700 flights, affecting 160,000
customers
• JetBlue experienced 283% increase in posts on Facebook and 351%
on Twitter
• Twitter handle of CEO Con Edison gained an extra 16,000 followers
• 25 videos Con Edison viewed more than 100,000 times, while the
images on Flickr got 140,000 hits
36. Total, 2012 Case Study
• Serious gas leak occurred around Total platform
• Total created a microsite which hosted press releases in one
place, made it easy to find pictures and video, providing
progress data in the monitoring section and links to all of their
social profiles for other ways to get in touch
• Total had built a strong community on Facebook
• Their community offered help putting Total in strong position
37. Dell Case Study
• Blogger posted on his blog titled “Dell lies. Dell sucks.”
• Ignited a customer revolt
• Michael Dell created a dedicated corporate blogger to span
functional groups and give company a human voice
• Dell created new position called Dell’s “Listening Czar”
• Czar monitored a customized social media dashboard to
identify trends and emerging issues
• Dell launched Social Media Listening Command Centre
38. Conclusion
• Be prepared your next Crisis will be covered on social
media
• Not only will you struggle to manage the crisis but will
need to avoid the collateral damage of Social Media
• Learn from the mistakes of others
• British Petroleum
• Blackberry
• US Congressman Weiner
• Ford Fiago
• Amy Baking Company
39. Conclusion – Cont’d
• Don’t be an ostrich
• Create a SMO strategy before the crisis occurs
• Create a Social Media Listening Command Centre Czar
role
• Follow best practices of
– Qantas
– Audi
– Frontier Airlines
– Toyota
– JetBlue
– Dell Computers
Arm yourself with training and knowledge
