1. Social'Media'Can'Kill'Your'Reputa4on.'
DMI'Q2'Industry'Update.'
24th'April'2013.'

2. Eoin Kennedy
• 18 years communications experience.
• Current chair IIA SMWG.
• Freelance consultant
• Knudger.com & PledgUp.com
• PRII, MII, UCD, H Dip.

3. Crisis Management
Not so good
• Still page one.
• News site focused.
• Lack of department title tags.
• Lack of initial response page
• Need to build future articles.
“recall”
Good
• Fast open response. FAQs
• Technical experts.
• Utilised community.
• Post event speaking.
• Established.

4. Scheduled Tweets

5. Competitions

6. Competitions

7. Madison Night Club

8. Madison Night Club

9. Madison Night Club

10. Madison Night Club

11. Crisis Comms: Not for everyone…

12. Misdirection, hoaxes…

13. Who tweets?
• HMV'store'closures'
• Staff'con4nued'to'tweet'
• Official'account'
• Know'who'manages'
accounts'especially'
admins'on'Facebook'

14. Hashtag Hijacking - Bashtag
“Your&interests&and&the&
public&are&not&the&
same”&

15. Hashtag Hijacking
Cost.&&
$1,000,000
.'

16. Cultural Sensitivities

17. Sometimes humour is all you can do

18. Sometimes humour is all you can do

19. Anger does not help

20. Anger does not help

21. Trends.
• Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Search.
• Same tools.
• Traditional media amplification.
• Civility.
Ref:Ogilvy&360°Digital&Influence.&

22. Crisis Comms:Before you get there.
Integrate.'
Escala0on&
procedures.'
Scenario&
development&
Protocols,&response&
flow&charts.&
Roles,&
Responsibili0es,&
Ac0on.&
Resources.'
Legal&team.'
Ensure&senior&
management&engaged.&
Know&
what&is&a&
crisis.&
Recording&
Data.&
Crisis%
Management%
Plans%

23. Crisis Comms:Before you get there.
• Be part of the community.
• Establish SEO flow.
• Staff communications.
• Ongoing education.
• Personal and work accounts.
• Early warning monitoring.

24. Social Media Policy.
hDp://www.intel.com/content/www/us/en/legal/intelGsocialGmediaGguidelines.html&

25. What can you do
• Gather intelligence.
• Be honest.
• Acknowledge.
• Be candid.
• Declare interest.
• Be brief.
• No third response.
• Know when to stop.
• Avoid emotional, heavy handed, impolite.
• Contact Author.
• Learn your lesson.
People&Focus&

26. What can you do
• Collaborate with credible sources.
• Integrate traditional PR.
• Create FAQ.
• Create response page.
• Pressure Release valve.
• Leverage advocates.
• Hide content from SEO
• Complain to Google.
• Utilise staff and links
• Aggressive SEO.
• Use same platform/language.
• Test influence.
• Build positive stories pipeline.
Technical&

27. hDp://
socialmediainfluence.com/wpG
content/uploads/2012/01/
SocialGMediaGCrisisGResponseG
Plan.jpg&

28. hDp://socialmediainfluence.com/wpGcontent/uploads/2011/10/CrisisGdecisionGtreeGFINAL.jpg&

29. Heat Index Quiz.
h0p://prhea4ndex.epicprgroup.com/pr;heat;index;quiz/%

30. Value of responding #fail.
hDp://www.oracle.com/us/products/applicaSons/custGexpGimpactGreportGepssG1560493.pdf&
•'46'%'of'consumers'were'pleased.''
•'22'%'posted'a'posi4ve'comment'about'the'organisa4on.''
• 79'%''poor'customer'experience'online'had'their'
' ' 'complaints'ignored.''

33. Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
+353 91 442 552
www.pledgup.com
eoin@pledgup.com
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work