This presentation provides an overview on of how digital and social media plays a key role in communication during risk brand reputation management

1. >>>>>> REPUTATION AND CRISIS
MANAGEMENT IN THE AGE OF
DIGITAL AND SOCIAL
MEDIA>>>>>>
WORKSHOP
30 November 2012
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2. Outline of workshop
PART 1
The fundamentals of Online Reputation Management (ORM)
Online activity comparison between business as usual and crisis
WHY IS CHANGE MANAGEMENT
Online communication strategy to respond to crisis
Monitoring online activity
Measuring reputation riskSO CRITICAL FOR
using ORM
Exercise – group discussion
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>>>>>>>>>>>>>>>>>>>>>>>>>Short break >>>>>>>>>>>>>>>>>>>>>>>
PART 2 } Exercise continued
Brand presence and reputation
Responding to negative news and social media comment during crisis
Communication tools and techniques to respond to a crisis
Managing stakeholder audience response
Equipping leaders and spokespersons
WORKSHOP
30 November 2012

3. What the EXPERTS have to say…
• Our online footprint builds our profile, presence and reputation.
Not establishing your footprint is quickly becoming unacceptable.
www.forbes.com
WHY IS CHANGE MANAGEMENT
• We do things every day that can have a positive or negative impact
SO CRITICAL FOR
on our brand… managing this is critical to your success
ORGANISATIONS TODAY?
www.studygs.net/brand
• You are expected to engage online at some level
www.themediaonline.co.za
• What google says about you is what people know
www.appsmaker.in/google_say_about_me
If you are not active on the Internet you may as well not exist!
WORKSHOP
30 November 2012

4. Digital and social media trends globally
WHY IS CHANGE MANAGEMENT
WELCOME TO THE REVOLUTION!
SO CRITICAL FOR
ORGANISATIONS TODAY?
ERIK QUALMAN
VIDEO
http://www.youtube.com/watch?v=iyRu51GLyzs
WORKSHOP
30 November 2012

5. What is ORM (Online Reputation Management)?
• Reviews sites, social media and monitors top search results on
brands - individuals and business.
• Originally coinedIS a public relations term ……
WHY as CHANGE MANAGEMENT
SO CRITICAL FOR
• Identifies negative and damaging content online through public
ORGANISATIONS TODAY?
comment. Influences an individual’s or business' reputation.
• Monitors the Internet reputation of a person, brand or business.
• Enables proactive response to reputation risk warning signals.
• Manages the gap between perception and reality.
WORKSHOP
30 November 2012

6. Key trends in ORM…
• Content will drive online presence.
• Social media's piece of the ORM pie
will grow larger.
WHY IS CHANGE MANAGEMENT
• Stakeholder communication and engagement will be vital.
SO CRITICAL FOR
Employees will have a bigger influence on brand reputation risk.
ORGANISATIONS TODAY?
• Important to build and maintain trust for corporate credibility.
• Accountability will be the driver for companies to mange their
reputation.
Increased usage of ORM monitoring tools.
• Companies to dedicate more resources and budget to ORM.
• Agencies SEO offering extending to include ORM.
WORKSHOP
30 November 2012

7. Why ORM is so important…
• Monitors damaging content and comment.
• Protects against unchecked defamation.
WHY IS CHANGE MANAGEMENT
• Increases positive profiling and positioning.
• Manages brand credibilityCRITICAL
SO online. FOR
• ORGANISATIONS TODAY?
Influences public perception.
• Increases SEO ratings.
• Allows a company to “put its best face forward” in the online world.
• Generates publicity.
• Supports marketing and sales.
WORKSHOP
30 November 2012

8. The basics of online strategy
Business
WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
Successful brand
value
Technolog Communit
y y
WORKSHOP
30 November 2012

9. The essentials of online strategy
• Create own website or multiple sites, blog/s, online press releases,
social media network profiles: facebook, LinkedIn, twitter, google,
myspace, zoominfo, flickr…...
WHY IS CHANGE MANAGEMENT
• Populate front page search results with fresh content
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• Create interactive content videos on You Tube, a squidoo lens
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• Update content daily, weekly – as often as possible.
• Use key words and metatags in content
• Use google adwords
• Engage in a link building strategy to increase SEO
rankings for your sites
WORKSHOP
30 November 2012

10. Managing your brand online
1. Social media can help to bridge the gap inside the consumers mind
2. Answering fears, questions....
3. Take them from their reality to achieving their vision.
WHY IS CHANGE MANAGEMENT
4. Advocate spread the word - nothing better than social media for
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recommendations, share-ability…
5. Communicate ORGANISATIONS TODAY?
at all levels and to all emotions.
6. Listen, not for the sake of it...but too evolve.
7. Consistent and constant in their consumers’ lives.
8. Opt in approach from the consumer to stop forcing the brand into the
consumer's life.
WORKSHOP
30 November 2012

11. Monitoring online comment
• Understand your goals
• Know which keywords to monitor
• (have your key IS CHANGE MANAGEMENT
WHY words in your content first!)
• SO CRITICAL
Start with free monitoring tools FOR
• ORGANISATIONS TODAY?
Roll-up your sleeves and monitor this yourself
• Don’t silo the information collected
• Commit to act on the information collected
Are you ready to make social media monitoring part of your
company’s DNA?
WORKSHOP
30 November 2012

12. Online media news trends
• Online and digital news consumption continues to increase.
• Driven by expanding use of social media and networking and
• mobile devices.
• Consumption of news via traditional channels decreasing.
• Social comment/IS CHANGE MANAGEMENT news
WHY conversation increasingly driving tabloid
agendas. SO CRITICAL FOR
26 Sep 12 Urban residents are more likely to use mobile and online
ORGANISATIONS TODAY?
sources, suburbanites are most heavily into social media, and rural
residents are more inclined to word of mouth sources.
27 Sep 12 signs that television news may be losing its hold on the next
generation of news consumers.
1 Oct 2012 - Americans rapidly embracing mobile technologies
smartphones and tablets, shift major implications for news
consumption and purchase.
WORKSHOP
29 November 2012

13. Responding to negative news & social comment
1. Monitor your online presence - constantly
2. Claim your business – state your company positioning upfront
3. Don’t ignore the issue– it won’t go away
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4. Delete or not to delete? Never, keep a record.
SO CRITICAL FOR
5. Thank your commentators
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6. Be personable and polite… always but ….
7. Be wise with the apologies. Don’t compromise yourself/brand.
8. Take it easy on the truce/peace offerings i.e. free goods.
9. Friends, family and fiction – don’t have double standards.
10.Most importantly >>>> FIX THE ISSUE/S!
Communicate >>> communicate >>> communicate
WORKSHOP
30 November 2012

14. Online strategy in crisis management
• Know what constitutes an online crisis and what does not
• 3 characteristics of a social media crisis:
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o Decisive change from the norm
SO CRITICAL
o Information asymmetry FOR
o Material ORGANISATIONS TODAY?
business impact
• Pre-crisis planning is critical
• Convince and convert
• Have online and social media monitoring software installed
• Establish an internal alert/response protocol
• Set a listening protocol
WORKSHOP
30 November 2012

15. 9 steps to manage a crisis
1. Acknowledge
2. Fight social media fire with social media water
WHY IS CHANGE MANAGEMENT
>>>Understand how the public will react… and keep a lid on it!
SO CRITICAL
3. Lightening speed matters! FOR
4. ORGANISATIONS TODAY?
Apologise… with sincerity.
5. Create a crisis FAQ – a single location, subscription
6. Build a pressure valve
7. Know when to take it offline
8. Arm your army
9. Learn your lessons!
WORKSHOP
30 November 2012

16. Critical communication tools to handle a crisis
1. A list of the members of the crisis management team.
2. Contact information for key officers, spokespeople, and crisis
management team members
WHY IS CHANGE MANAGEMENT
3. Fact sheets - company, division, physical location, each product
offered. SO CRITICAL FOR
ORGANISATIONS TODAY?
4. Profiles and biographies - each key manager in your company
5. Copies of company, division and product logos, press release
format and scanned in signature of your CEO on disk.
6. Pre-written scripts answering key questions generated through
crisis scenario analysis.
7. Contact information each of your key media contacts - locally,
nationally, and .. key financial press and analysts.
WORKSHOP
30 November 2012

17. Asante sana!
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SO +CRITICAL FOR
(t) 27 (0) 11 880 8138
ORGANISATIONS TODAY?
(f) + 27 (0) 11 880 8138
(m) + 27 (0) 84 880 8138
(e)info@columbine.co.za
www.columbine.co.za
WORKSHOP
30 November 2012