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LESSONS FROM #ELGIN
Brendan Hodgson, Strategy Director
H+K Strategies, Brussels
@brendanhodgson
Brendan.hodgson@hkstrategies.com     31-March 2012
FOR THE NEXT 10 MINUTES
– RESPONSE HIGHLIGHTS
– ISSUES & CHALLENGES
– LESSONS FROM MACONDO
– CLOSING CONSIDERATIONS
RESPONSE HIGHLIGHTS   3




IMMEDIATE &
INTEGRATED




4/25/2012
RESPONSE HIGHLIGHTS   4




DEDICATED &
COORDINATED




4/25/2012
RESPONSE HIGHLIGHTS   5




MULTI-DIMENSIONAL




4/25/2012
RESPONSE HIGHLIGHTS   6




RISK MANAGED




4/25/2012
ISSUES & CHALLENGES   7




SINS OF OMISSION?




4/25/2012
ISSUES & CHALLENGES   8




MEDIA FIRST?




4/25/2012
ISSUES & CHALLENGES   9




“CRISIS MIGRATION”




4/25/2012
LESSONS FROM MACONDO   10




    IMMEDIATE
    ACTIVATION
    DIGITAL / SOCIAL
    INTEGRATION
    RESPONSIVENESS




4/25/2012
LESSONS FROM MACONDO   11




4/25/2012
LESSONS FROM MACONDO   12




4/25/2012
LESSONS FROM MACONDO   13




    DARK SITE




4/25/2012
CLOSING CONSIDERATIONS   14




    Web as
    primary point
    of contact




4/25/2012
CLOSING CONSIDERATIONS    15




    Every Story
    Potentially
    Global

            March 25-26

            March 25-29




4/25/2012
CLOSING CONSIDERATIONS               16




    Quotable
    quotes amplify
            “Six Months” Message
                (March 25 – Apr 3)




             Another Deepwater
                        Horizon
              (March 25 – Apr 3)



4/25/2012
March 28 – 19h00                                          17




    Flare response – highly integrated across platforms




    Links to key media interviews / message amplifiers


4/25/2012
CLOSING CONSIDERATIONS                                                        18




    Coordinated protocols for multi-platform communications is essential
    given need to manage web and satellite platforms (Twitter,
    Facebook, YouTube, Flickr etc.)
    Decision should be taken early to leverage #hashtags related to
    incident, or to avoid
    Mainstream media served as primary catalysts of content given lack
    of first-person stories (e.g. affected citizens)
    Distributed global corporations must have a plan in place to
    efficiently and seamlessly transition issue sites/content from local to
    Corporate/global as need requires and if issue escalates
    Use of multiple media formats (visuals and video + text) essential
    For a global firm, determining which language in which to
    communicate via social will be important

4/25/2012

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Hkd2 energy total - the elgin spill_brendan hodgson_h+k

  • 1. LESSONS FROM #ELGIN Brendan Hodgson, Strategy Director H+K Strategies, Brussels @brendanhodgson Brendan.hodgson@hkstrategies.com 31-March 2012
  • 2. FOR THE NEXT 10 MINUTES – RESPONSE HIGHLIGHTS – ISSUES & CHALLENGES – LESSONS FROM MACONDO – CLOSING CONSIDERATIONS
  • 3. RESPONSE HIGHLIGHTS 3 IMMEDIATE & INTEGRATED 4/25/2012
  • 4. RESPONSE HIGHLIGHTS 4 DEDICATED & COORDINATED 4/25/2012
  • 5. RESPONSE HIGHLIGHTS 5 MULTI-DIMENSIONAL 4/25/2012
  • 6. RESPONSE HIGHLIGHTS 6 RISK MANAGED 4/25/2012
  • 7. ISSUES & CHALLENGES 7 SINS OF OMISSION? 4/25/2012
  • 8. ISSUES & CHALLENGES 8 MEDIA FIRST? 4/25/2012
  • 9. ISSUES & CHALLENGES 9 “CRISIS MIGRATION” 4/25/2012
  • 10. LESSONS FROM MACONDO 10 IMMEDIATE ACTIVATION DIGITAL / SOCIAL INTEGRATION RESPONSIVENESS 4/25/2012
  • 11. LESSONS FROM MACONDO 11 4/25/2012
  • 12. LESSONS FROM MACONDO 12 4/25/2012
  • 13. LESSONS FROM MACONDO 13 DARK SITE 4/25/2012
  • 14. CLOSING CONSIDERATIONS 14 Web as primary point of contact 4/25/2012
  • 15. CLOSING CONSIDERATIONS 15 Every Story Potentially Global March 25-26 March 25-29 4/25/2012
  • 16. CLOSING CONSIDERATIONS 16 Quotable quotes amplify “Six Months” Message (March 25 – Apr 3) Another Deepwater Horizon (March 25 – Apr 3) 4/25/2012
  • 17. March 28 – 19h00 17 Flare response – highly integrated across platforms Links to key media interviews / message amplifiers 4/25/2012
  • 18. CLOSING CONSIDERATIONS 18 Coordinated protocols for multi-platform communications is essential given need to manage web and satellite platforms (Twitter, Facebook, YouTube, Flickr etc.) Decision should be taken early to leverage #hashtags related to incident, or to avoid Mainstream media served as primary catalysts of content given lack of first-person stories (e.g. affected citizens) Distributed global corporations must have a plan in place to efficiently and seamlessly transition issue sites/content from local to Corporate/global as need requires and if issue escalates Use of multiple media formats (visuals and video + text) essential For a global firm, determining which language in which to communicate via social will be important 4/25/2012