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The Darker Side of Digital: Managing Crises on Digital Channels

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An overview of digital crisis communications and why companies need to be ready. As presented at the SocialWest conference in June 2016.

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The Darker Side of Digital: Managing Crises on Digital Channels

  1. 1. The Darker Side of Digital Managing Crises on Digital Channels
  2. 2. Intro DAVE FLEET EVP, DIGITAL, EDELMAN @davefleet
  3. 3. WHY SHOULD YOU CARE ABOUT CRISES?
  4. 4. “IT WILL NEVER HAPPEN TO ME”
  5. 5. Unexpected event Threatens significant reputational damage Short time to respond DEFINING CRISES
  6. 6. CRISIS ARCHETYPES ATTENTION Source: Roberto Adriani TIME EMERGING IMMEDIATE SUSTAINED
  7. 7. SOURCES OF CRISES • Political pressure • Regulatory changes • Religious/cultural/political controversies • Societal outrage • Health scares • Hostile takeover bids • Natural disasters • Political unrest • Sabotage & extortion • Corporate/strategic failure • Corporate governance failure • Fraud/malpractice • Poor employee behaviour • CEO dismissal • Employee injuries/death • Industrial disputes • IT system failures • Product quality recalls INTERNALEXTERNAL ISSUE-DRIVEN INCIDENT-DRIVEN Source: Charlie Pownall
  8. 8. DIGITAL DYNAMICS IN CRISIS SITUATIONS
  9. 9. NEW FLAVOURS OF CRISIS DATA SECURITY PRIVACY ONLINE ACTIVISM CYBER ATTACKS CUSTOMER SERVICE ISSUES CONSUMER BACKLASH …AND A NEW LAYER ON TOP OF OTHER VARIETIES
  10. 10. FRACTURED MEDIA LANDSCAPE
  11. 11. EVERYONE NOW HAS A VOICE
  12. 12. DIGITAL AMPLIFIES EMOTIONS
  13. 13. INTERNAL PANIC
  14. 14. ACCELERATED PACE
  15. 15. “RIGHT” vs “RIGHT NOW”
  16. 16. NEW PATTERNS OF MEDIA CONSUMPTION 71 69 67 45 32 28 Search TV Social Newspaper s Magazines Blogs
  17. 17. DIRECT COMMUNICATION AT SCALE
  18. 18. INTEGRATING DIGITAL INTO YOUR CRISIS TOOLKIT
  19. 19. 1. Planning and Preparation 2. Developing Issue 3. Crisis Alert 4. Crisis Response 5. Crisis Recovery 6. Return to Normal CRISIS PROCESS
  20. 20. THINK BEYOND SOCIAL
  21. 21. INTEGRATED PLANNING Risk assessment Scenario planning Identify team members and roles Develop guidelines and escalation paths Messaging
  22. 22. Training and scenarios Vulnerability assessments Establish digital platforms Identify influencers and stakeholders Ongoing monitoring PREPARE NOW, BENEFIT LATER
  23. 23. • Speed beats smart in crises • Acknowledge the situation • Hub information centrally • Connect emotionally… but don’t react emotionally • Use digital channels to rebut misinformation • Data-driven decision making RESPOND QUICKLY AND FLEXIBLY
  24. 24. Dave Fleet @davefleet ANY QUESTIONS?

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