Shepherding client & brand reputations: crisis management using social media


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Presentation on Shepherding Client & Brands_Crisis Management Using Social Media at the IABC Conference - Communication Lighthouse in Bombay (Mumbai), India on 02 December 2011, at the Taj President

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Shepherding client & brand reputations: crisis management using social media

  1. 1. Shepherding Client & Brand Reputations:Crisis Management Employing Social Media Shael Sharma Bombay 02 December, 2011
  2. 2. What I am going to Talk about:•  The context, crisis types, probability & Impact•  Measure, Monitor, Listen, Analyze!•  Taking the CEO, Management along•  Build social media infrastructure•  Engage and Dominate – taking the influencer space back!
  3. 3. The Context: Some Constants•  Types of crises, probability, impact•  Speed of unfolding events•  Transparency•  Engagement & not just message•  Opponents have the same toolbox
  4. 4. Internet & Social Media in India – A Snapshot
  5. 5. Search, Interactivity, Entertainment and Shopping Popular Online Activities – Top 10 Online Activity % Internet Users % Change From Undertaking last Year Emailing 95% +1% Search or buy non-travel products 76% +33% Web info search (text, images) 74% - Download music 69% -3% Job search 62% +6% Social networking 61% +8% Search or buy travel products 59% +25% Instant messaging/chatting 57% +1% PC to mobile SMS 54% -2% Pay bills online 51% +22% Visit local Indian language websites 29% +2% Average number of online activities undertaken per person – 18 (+1)
  6. 6. Most Used Websites – By Verticals Vertical Top Website % Use % Use Most (Among Vertical (Among Vertical Users) Users) Generic Portals (all-purpose Yahoo, Google 84%, 84% (Google) 51% websites) Emailing Gmail 92% 61% Instant Messaging Gtalk/Gmail 73% 51% Job Search Naukri 78% 57% Online News Google 61% 32% Online Travel Buy IRCTC 81% 66% Online Games Facebook 51% 30% Online Buying (Non-Travel) Ebay 49% 31% Real Estate 99acre 64% (Google) 36% Business & Financial News Google 55% 36% Online Share Trading (Trading) Sharekhan 50% 30% PC to PC Net Telephony Google/Gtalk 89% 52% PC to Telephone Net Telephony Google/Gtalk 69% (Yahoo) 46% PC to Mobile Messaging (sms) Way2sms 79% 59% Net banking ICICI Bank 49% 21%
  7. 7. Most Used Websites – By VerticalsVertical Top Website % Use % Use Most (Among Vertical Users) (Among Vertical Users)Matrimony Bharatmatrimony 80% 56%Friendship/Dating Facebook 80% 48%Share/upload Pictures Facebook 77% 45%Social Networking Facebook 87% 59%Professional Networking Facebook 73% (Orkut) 36%Share/upload Videos Facebook 69% (Youtube) 43%Non-cricket Sports Espnstar 60% 34%Cricket content Yahoo Cricket 65% (Cricinfo) 37%Cinema content Google 64% 43%Watch Videos Youtube 89% 78%Financial Info & Quotes Moneycontrol 47% 27%Buy/Rent Movie CD Ebay 64% (Sify) 37%Mobile content Google 52% 33%Book Cinema Tickets Bookmyshow 16% 16%Download Movies Torrentz 63% 49%Download Music Songspk 62% 47%
  8. 8. Most Used Websites – By VerticalsVertical Top Website % Use % Use Most (Among Vertical Users) (Among Vertical Users)Listen/stream Music Youtube 60% 27%Share/Upload Music Youtube 69% 50%Health & Lifestyle Content Google 75% 45%Online Education and Learning Google 76% 52%Astrology Astrology 46% 34%Screensavers/Wallpapers Google 72% 50%E-greetings 123greetings 77% 67%Search Locations/Maps Google 94% 85%Search for Higher Education Info Google 87% 79%Online Tutorials Google 64% 43%Search/Buy Books Google 74% 58%
  9. 9. Online buying picking momentum!  4 out of 5 internet users ‘shop’ online (search or buy online), translating into a 50 million strong online consumer base  17 mn of these ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% from 10 million last year  Online buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million)  Most bought ‘non-travel’ products were mobile phones & accessories (56%), computer hardware and consumer . Most bought ‘travel’ products were train tickets (83%) and air electronics (35% each) and movie tickets (30%) tickets (58%)
  10. 10. Almost half the online Indians ‘head’ their HH  Almost 2/3rd of all internet users are ‘employed’ (up by 7%), and 71% of the employed ones ‘head’ of their households  2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly family income of `18,720; 1 in 4 have a credit card  Female user-ship ‘inch’ up further at 27% (but ‘housewives’ segment declines)  ‘25-35 years’ user segment grows further as the ‘single largest’ online age group
  11. 11. Their Consumption LifestyleProduct Category % Internet Users Product Category % Internet Users Owning/Using Consuming(Currently own/use) (Bought and consumed personally in the last 3 months)Car 14% Noodles 55%Motorcycle / Scooter 40% / 10% Milk Additives 58%PC/Laptop 61% Potato Chips 62%Mobile Phone 93% Biscuits 71%TV 82% Ketchup/Sauce 43%Fridge 62% Tea / Coffee 74% / 64%Camera 51% Soft Drinks 60%Ipod/Mp3 Player 26% Fruit Juice 53%Microwave 29% Bottled Water 42%AC 21% Chocolates 73%Saving Bank Account 83% Hair Oil 72%Credit/Debit/Cash Card 45% Shampoo 76%Life Insurance 45% Fairness Cream 33%Medical Insurance 21% Deodorant 47%Jeans 65% Toothpaste 81%Readymade shirts 58% Soap bars 62%Watch 63% Face Wash 49%Jewelry 36% Moisturize / Body Lotion 36%
  12. 12. Internet is ‘intrinsic’ to their lifestyle  9 out of 10 ‘home’ and ‘office’ based online Indians log on to the net ‘daily’  Almost half of all ‘home based’ net users are ‘heavy users’ of internet (spending >2 hours a day on weekdays). Less than 1 in 3 of them spend that kind time on other media  Net surfing is among top 3 favorite ‘indoor entertainment’ for 3 out of 4 of them  9 out of 10 of them (86%) use some ‘social media’ (networking, communities, blogs, tweets, reviews)  ‘Listening to music’, ‘cinema’ (largely Indian) and ‘gaming’ are their biggest hobbies
  13. 13. Types of crises, probability, impact
  14. 14. Drop in revenue and cut-backs/lay-offs most common impacts of crisisQ150:  You  said  you  company  has  experienced  a  crisis.    What  was  the  impact  on  your  company  from  the   crisis?  (Amongst  those  who  experienced  a  crisis)   ©Burson-Marsteller, LLC | ©Penn, Schoen & Berland Associates 14
  15. 15. 79% are only 12 months from a potential crisis – over 50% think this will happen in the digital space Q29-­‐37:  How  likely  do  you  think  it  is  that  your  company  will  experience  any  of  the  following  poten?al  crisis  in  the  next  6-­‐12  months?     (Top  2  Very  +  Somewhat  likely  to  experience  this  type  of  crisis)   Global Controversial company developments 50% Online or digital security failure 47% Logistic difficulties 47% Intense regulatory scrutiny of your product or company 45% Critical or negative new media campaigns 43% Danger to product safety 42% Technical accidents 40% Intense political scrutiny of your product or company 40% Criminal actions 33% ©Burson-Marsteller, LLC 15 | ©Penn, Schoen & Berland Associates
  16. 16. product safety and online security failure seen to have highest impact on reputation Q27:  Which  of  the  following  poten?al  situa?ons  do  you  think  would  impact  the   reputa6on  of  your  company  most?   ©Burson-Marsteller, LLC 16 | ©Penn, Schoen & Berland Associates
  17. 17. Monitor, Measure
  18. 18. When it comes to planning for a crisis, there are three types of company Boy Scout Tightrope walker Ostrich(Well Prepared) (Vulnerable) (Exposed) Those with strong, Companies with plans that Lack plans entirely, they see comprehensive plans, will not necessarily cover only barriers to creatingwhich will stand up to the them, or which aren’t plans and thus avoid pressure of a crisis sufficiently making them comprehensive 20% 45% 35% ©Burson-Marsteller, LLC | ©Penn, 18 Schoen & Berland Associates
  19. 19. A small number are preparing well for a possible crisis Boy  Scout  (Well  Prepared,  20%)  • Account for under a 1/3 of those with a plan• More crisis focused than other groups •  63% say a crisis plan is very important •  48% review their plan every 6 months or less •  All say that their plan would be satisfactory to take on a crisis.• They possess thorough plans with at least four components.• Mostcommon components include: •  Evaluation of possible scenarios (59%) •  Action plan for crisis management (57%) •  Financial planning in case of a crisis (54%) •  Issue monitoring (53%) ©Burson-Marsteller, LLC | ©Penn, 19 Schoen & Berland Associates
  20. 20. THE MAJORITY OF COMPANIES DO NOT PLAN WELL HOWEVER Tightrope  Walker  (Vulnerable,  45%)  • Account for over 2/3 of those with a plan• Engaged with crisis, but far less so than the Boy Scouts •  Only 34% say a crisis plan is very important – half as many as the Boy Scouts •  Less likely to review plan frequently (31% review their plans every 6 months or less) •  73% admit that there are still gaps in their plan, or that it would be inadequate• Their plans are made up three components or less - less sophisticated than thosewho are well prepared. ©Burson-Marsteller, LLC | ©Penn, Schoen & 20 Berland Associates
  21. 21. AND SOME COMPANIES KEEP THEIR HEADS IN THE SAND AND DON’T PLAN AT ALL Ostrich  (Exposed,  35%)   • Do not have a crisis plan – though 45% have experienced a crisis • 46% of those who have experienced a crisis handled it through their Public Relations Department or Senior Management, adding to the burden on senior staff • The barriers to creating a plan are: •  Its rarely going to be needed (36%) •  It’s too difficult to set up or manage (18%) •  Its expensive (15%) •  It would take too much time to plan (10%) ©Burson-Marsteller, LLC | ©Penn, Schoen & 21 Berland Associates
  22. 22. Listen, Monitor, Measure, Analyze!•  What’s the chatter saying?•  What are they saying on the boards about my client, my brand, my CEO?•  Who are my brand’s key detractors?•  Who are my brand’s key friend’s?•  What are the top search key words about my business?•  What are the top 5 links on my Google search page?
  23. 23. Monitor, Measure, Analyze•••••••
  24. 24. •••
  25. 25. Heavy Duty Monitoring Tools (Paid)•  Alterian•  Brandwatch•  MutualMind•  Radian6•  Synthesio
  26. 26. Taking the CEO along•  Satyam Crisis:••  BP Crisis:••  CGF:••  Toyota Recall:••  Eurostar:••  Domino:•• -apologises-ht-after-expose/2/138425.html
  27. 27. Taking Employees Along.•  Do your employees know the party line?•  Can you use them as a social word-of -mouth channel to clarify allegation, build opinion, repair reputation
  28. 28. •  Quantas Video
  29. 29. Building Social Media Infrastructure
  30. 30. •  Who runs your Twitter Handle?•  How will you redirect traffic to your crisis messaging, subsequent ding dong responses?•  Will key influencers know it exists #tags
  31. 31. Who’s running Search?•  Do you have a plan ready to buy key search words should the need arise?•  Have you seeded your search results, when crisis hits and people Google you, what image will you project?
  32. 32. The Medium & The Message!•  Have you spent time thinking about how your messaging, response to a crisis will translate across social media touch points:•  Your Blog, YouTube, Twitter, Facebook, Website, news aggregators, RSS?
  33. 33. Engage and Dominate – taking the influencer space back!
  34. 34. A Content Strategy•  Are you putting out nice infographics relevant to your brand, its industry?•  Do the media use, accept and cite your content?•  Do you add value to the online and digital community?
  35. 35. Influencer Engagement•  Do you have an engaging relationship with your brand’s key influencers?•  Will you have your well dug before the fire?•  Will you have credibility with the bloggers, the folks on Twitter, besides broadcast and print beat relationships?
  36. 36. Shael SharmaE-mail: or shael@spinimc.comBlogs: www.indiaspin.blogspot.comURL: www.spinimc.comCell phone: +91.9920243933