The Zeno Group Digital Crisis helps organisations assess and determine areas of risk. Based on this diagnostic, organisations can build crisis management programs.

1. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
1
Protecting
and
Promoting
Reputation
Online
A
Zeno
Group
Diagnostic
to
Identify
and
Assess
Risk
10
Critical
Due
Diligence
Elements
to
Identify
and
Assess:
1:
Employees
As
Advocates:
Gaining
Managerial
Confidence
..................................................................
2
2:
Identifying
and
Engaging
Influencers
and
Advocates
...........................................................................
3
3:
Recovering
from
a
Crisis
.......................................................................................................................
4
4:
Risk
Intelligent
Governace
Structure
....................................................................................................
5
5:
Digitized
Crisis
Planning
........................................................................................................................
6
6:
Conversation
Monitoring:
The
First
Line
of
Defense
............................................................................
7
7:
Owned
Media
Properties:
Websites,
Dark
Sites
and
More
..................................................................
8
8:
Investing
in
Social
Media
......................................................................................................................
9
9:
Search
and
Reputation
Management
.................................................................................................
10
10:
Paid
Media:
Targeted
and
Nimble
....................................................................................................
11

2. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
2
1:
Employees
As
Advocates:
Gaining
Managerial
Confidence
Employees
as
Advocates
Diagnostic
-­‐
Has
Your
Team:
Set
up
an
employee
social
media
policy/protocol/guidelines
for
those
who
are
active
online?
If
yes,
have
employees
received
training
on
the
policy/protocol/guidelines?
Are
your
community
managers
for
social
media
channels
formally
trained
like
company
spokespeople
are?
Worked
to
identify
who
else
in
the
organization,
regardless
of
title,
could
potentially
be
good
advocates
for
the
company
or
its
brands?
Put
formal
certification
programs
in
place
that
would
deliver
spokesperson
skills
more
broadly
in
the
organization?
Considered
progress-­‐reporting
mechanisms
that
give
leadership
confidence
in
this
wider
group
of
official
advocates?
Confirmed
that
internal
communication
channels
allow
the
company
to
deliver
new
certification,
news,
insights,
and
messaging
points
to
employees?
Been
aggressive
in
seeking
out
the
next
group
of
superstar
advocates?

3. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
3
2:
Identifying
and
Engaging
Influencers
and
Advocates
Influencer
and
Advocate
Diagnostic
-­‐
Has
Your
Team:
Fostered
pre-­‐established
relationships
with
key
online
influencers
(e.g.,
bloggers
and
community
moderators)?
Is
there
someone
responsible
for
fostering
these
relationships
and
who
serves
as
an
individual
point-­‐of-­‐contact?
Established
a
baseline
understanding
of
key
online
and
offline
influencers
in
your
industry.
Invested
in
the
tools
and
processes
necessary
to
quickly
evaluate
influencers
in
any
given
situation
accounting
for
industry,
geography,
and
groups
affected.
Created
a
customer
data
and
information
strategy
allowing
the
organization
to
engage
fans?
Identified
individual
fans
(or
segments
thereof)
based
on
their
value
to
the
organization
to
determine
the
most
loyal
and
engaged
them
like
influencers?

4. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
4
3:
Recovering
from
a
Crisis
Brand
Recovery
Diagnostic
-­‐
Has
Your
Team
Previously:
Leveraged
owned
social
channels
to
take
ownership
around
the
crisis
and
establish
communications
foundation
for
immediate
next
steps
in
response?
Continued
to
engage
openly
and
transparently
with
your
community?
Activated
existing
allies/supporters
to
create
an
echo
chamber
of
support
for
the
organization?
Determined
who
are
the
influential
advocates
online
(both
in
support
of
and
against
the
organization)
who
will
shape
the
post-­‐crisis
landscape?
Committed
to
providing
critical
updates
and
key
information
to
impacted
stakeholders?
Established
metrics
to
gauge
the
qualitative
and
quantitative
impact
across
the
organization?
Created
a
brand
recovery
plan
after
an
issue
on
social
media?
Deployed
paid
media
efforts
to
bring
your
message
to
your
targeted
audiences?
Reviewed
existing
marketing
strategies
(including
online,
advertising,
etc.)
to
determine
sensitivity
and
if/when
programming
can
return
to
“normal”?
Conducted
a
post
mortem
on
internal
team
response
to
determine
if
established
protocols
were
followed
in
response
to
the
issue?

5. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
5
4:
Risk
Intelligent
Governace
Structure
Governance
Structure
Diagnostic
-­‐
Has
Your
Team:
Ensured
executive
support
for
integration
of
social/digital
issues
management
into
existing
structures?
Set
up
a
cross-­‐functional
risk
management
committee
to
ensure
risk
elements
are
understood,
tracked
an
managed
across
the
organization?
Taken
senior
managers
through
a
basic
social
media
101
class
or
briefing
to
understand
the
fundamentals
of
online
communications,
including
transparency,
authenticity,
genuineness,
conversation,
openness,
completeness,
etc.?
Media-­‐trained
experts
and
executives,
also
making
them
aware
of
the
company’s
social
media
policy
as
well
as
general
online
behavior
norms?
Developed
internal
processes
and
protocols
that
include
a
rapid
response
team
with
clear
decision
makers,
built
response
plans
for
each
digital
asset,
assembled
scenarios
and
toolkits
for
the
largest
areas
of
vulnerability,
etc.?
Do
you
have
an
online
engagement
protocol
that
helps
set
an
organizational
framework
or
guidelines
for
when
to
respond
online?
Confirmed
reporting
structures
and
approval
privileges
in
order
to
help
the
company
create
and
approve
timely
responses
when
needed?

6. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
6
5:
Digitized
Crisis
Planning
Digitized
Crisis
Planning
Diagnostic
-­‐
Has
Your
Team:
Integrated
digital
or
social
media
components
included
within
your
organizational
crisis
and
crisis
communications
plan?
o Does
the
plan
include
scenarios
with
social
media
focus,
or
triggers?
o Does
the
plan
define
what
might
be
considered
an
online
crisis?
Identified
a
threshold
for
what
the
company
considers
to
be
a
sufficient
velocity
of
discussion
before
considering
a
response?
Established
sufficient
control
of
the
company’s
online
properties
such
that
it
can
publish
items
quickly?
Determined
which
channels
are
best
for
certain
types
of
content
and
audiences?
Built
an
incident
response
framework
for
cybersecurity
that
includes
communications
-­‐
not
just
your
technology,
security
or
web
teams?
Practiced
the
plan
to
help
streamline
the
process
and
to
think
through
the
dynamics
associated
with
potential
responding
parties
(MDA,
IDA,
Singapore
Police
etc.)?

7. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
7
6:
Conversation
Monitoring:
The
First
Line
of
Defense
Conversation
Monitoring
Diagnostic
-­‐
Has
Your
Team:
Invested
in
robust
social
media
monitoring
tools
such
as
Radian6
or
Sysomos?
o Does
this
include
monitoring
blogs,
message
boards,
Twitter,
Facebook,
Google+,
message
boards,
comments
posted
to
online
mainstream
media
articles,
YouTube
and
other
relevant
communities
and
channels?
o Are
you
subscribed
to
industry-­‐specific
blogs
and
Twitter
accounts?
Trained
members
of
your
team
across
the
organization
to
use
the
tools?
o To
what
extent
does
the
organization
monitor?
Real-­‐time,
Hourly,
Daily,
Weekly?
o Is
someone
regularly
checking
in
on
historical
online
posts
that
might
have
been
negative
or
a
previous
online
crisis
situation
to
make
sure
nothing
new
is
developing?
Established
an
agreed
taxonomy
of
terms
for
the
organization,
competitors,
executives
and
key
industry
terms?
Has
this
taxonomy
been
translated
into
all
languages
in
the
markets
where
you
operate?
Coordinated
monitoring
and
escalation
protocols
across
the
world?

8. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
8
7:
Owned
Media
Properties:
Websites,
Dark
Sites
and
More
Owned
Media
Diagnostic
-­‐
Has
Your
Team:
Discussed
the
potential
need
or
benefit
of
creating
“dark
sites”
–
microsites
and
social
media
assets
–
ready
to
be
published
immediately
during
a
crisis?
Created
a
plan
for
creating
and
posting
content
on
your
website
and
other
“owned”
assets
during
a
crisis?
Developed
a
map
or
audit
of
all
of
the
company’s
“official”
company
digital
assets
that
are
currently
active
with
a
corresponding
list
of
primary
contacts
to
update
each
asset?
Instituted
a
specific
crisis
plan
or
escalation
framework
for
each
owned
channel
should
an
issue
arise
and
require
a
response
on
one
of
those
channels?
Developed
a
plan
to
increase
bandwidth
for
your
main
websites
to
ensure
that
the
site
doesn’t
go
down
during
a
crisis?
Secured
brand
URLs
locally
and
around
the
world?
Including
country
domains
and
popular
domains
like
.org,
.com
and
.net,
among
others.
Do
you
own
common
negative
brand
URLs
(e.g.,
brandXsucks.com
or
URLs
tied
to
specific
issues
like
lawsuits
or
your
CEO/Chairman/President)?
Do
you
own
other
relevant
pre-­‐registered
URLs
that
might
be
able
to
help
during
a
crisis
(e.g.,
brandXresponds.com
or
brandXfacts.com)?
Created
template
materials
and
content
that
are
easily
accessible
and
able
to
be
updated
quickly?
Drafted
a
plan
for
paid
advertising
or
search
engine
optimization
tactics
that
helps
amplify
your
content
during
a
crisis?
(see
paid
media
for
more).

9. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
9
8:
Investing
in
Social
Media
Investing
in
Social
Media
Diagnostic
-­‐
Has
Your
Team:
If
you
have
organizational
accounts
set
up
on
popular
social
media
communities/channels
do
you
have
a
specific
crisis
plan
or
framework
in
place
should
an
issue
arise?
Do
you
regularly
hold
crisis
simulations
to
put
these
plans/frameworks
into
practice?
Proactively
published
useful,
positive
information
online?
Are
you
already
active
in
social
networking
communities?
Determined
how
to
shape
the
voice
of
your
response
and
where
to
put
content
Crafted
messaging
that
is
consistent,
yet
shaped
for
each
individual
social
media
channel
Used
social
media
as
a
tool
for
relationship
building
and
community
Created
protocols
for
community
management
and
engagement
Developed
internal
social
media
policies
to
educate
employees
on
how
to
responsibly
use
social
media?

10. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
10
9:
Search
and
Reputation
Management
Search
and
Reputation
Diagnostic
-­‐
Has
Your
Team:
Worked
to
ensure
positive
brand-­‐related
items
appear
in
the
top
ten
search
results
for
a
search
query
about
your
brand
or
other
relevant
searches?
Actively
managed
search
engine
results
pages
(SERPs)
and
content
for
potential
issue
related
terms?
Developed
a
framework
for
content
development
and
strategy
for
managing
key
issues
in
place?
Developed
a
common
and
consistent
language
in
existing
content
in
a
way
that
may
impact
visibility
within
search
engines?
Researched
how
different
search
engines,
multiple
languages
and
local
market
needs?
Identified
channels,
media
outlets,
journalists
etc.
with
high
potential
to
influence
search
visibility.

11. Zeno
Group
Proprietary
March
28,
2014
and
Confidential
©
11
10:
Paid
Media:
Targeted
and
Nimble
Paid
Media
Diagnostic
-­‐
Has
Your
Team:
Set
up
paid
media
accounts
and
credit
with
key
locations
such
as
Google,
Facebook,
YouTube
and
Twitter?
Established
generic
ad
units
that
can
be
quickly
adjusted
and
deployed
in
times
of
crisis?
Identified
priority
target
audiences,
channels
and
platforms?
Prioritized
geographic
and
demographic
targets
of
your
key
stakeholders?
Created
systems
to
quickly
deploy
paid
media
budget
to
support
your
crisis
response
efforts?