This presentation from Noah Krusell, Chief Analytics & Innovation Officer, evolve24, shows staggering financial repercussions that can result from unplanned events, including a chart that illustrates the billions of dollars lost by various companies due in part to activists via social media.

1. PRSA 2013 Pre-Conference
Managing the Non-Market Environment
& Social Media
Noah Krusell
Chief Analytics & Innovation Officer

2. Market Environment
Example of a simple business ecosystem
Characteristics:
•Interactions are voluntary
•Controlled process of interaction
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3. Non-Market Environment
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4. Challenge for Public Relations Pros
Managing the situations
resulting from firm strategy
is not easy.
•Reputation damage
•Loss of trust
•Decreased license to operate
•Loss of customers, suppliers
•Erosion of competitive
advantage
•Severe financial ramifications
•Value destruction
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5. Non-Market Financial Effects
Company
Issue
Call to Action
Result
Financial Impact
Monsanto
GMOs
Activist / Public
Resistance
Inability to
fund Celebrex
Spin-off / Celebrex
Revenues (> $5B)
BP
Safety
Concerns
(Deepwater
Horizon)
Regulators Fine /
Limit Licenses
RESTORE Act
$4B – 15B fines and
increase license
fees
J&J
Infant
Tylenol
Caregivers Recall
Removed
from shelves
$1B lost revenue,
switching, reintroduction costs
Brake Recall
Consumer /
Regulators Recall
Toyota
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$>2B lost earnings,
Recalled cars decrease demand
/ price premium
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6. What’s Changed?
Social media has created a power shift.
•Organizing instrument for collective action
•Offsets financing asymmetry between corporation and
public
•Given control and voice to interests
Financial implications for business
•Increased risk of damage to firm reputation
•Need for new management approaches
•Need for new core competencies
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7. What’s Changed?
ECOSYSTEM
social media increases
•proliferation of issues
•dissemination of messages
•public awareness and activation
•attention from government & public
arenas
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8. What’s Changed?
MEDIA INFLUENCE
social media increases
•ability of traditional media to advocate
•ability of traditional media to treat
coverage
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9. What’s Changed?
POLITICS
social media increases
•constituents ability to organize and
rally
•politicians ability to hear and
be heard
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10. What’s Changed?
ACTIVISTS
social media increases
•ability to disseminate agenda
•ability to organize (costs / geographies)
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11. Solution
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12. Want to Learn More?
Schedule a free consultation.
Heather Bartel | heather.bartel@evolve24.com
www.evolve24.com

13. About evolve24
www.evolve24.com
Mission: Become the most trusted strategic advisor to
move companies beyond social media monitoring to
social intelligence
Who We Are
An audience understanding company providing integrated
traditional and social media intelligence solutions
•
35+ employees
•
Trusted strategic advisors
- Data Scientists
•
Committed to quality service
- Research Analysts
•
- Client Services
Continuously evolving
•
Innovation Lab – dedicated to
next-generation research
methods
•
Fun to work with
- Business Analysts
- Industry Experts
- IT Leaders
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14. What We Do
Every business is unique. We create customized solutions to advance
your specific business objectives.
Strategic
Consulting
Comprehensive
Social Research
Customized
Reporting
Advanced
Metrics
Listening
Platform
Social Research Reports
•
•
•
•
Audience Segmentation Analysis
Emotion/Behavioral Drivers Study
Crisis Monitoring & Analysis
Emerging Issues & Trends Report
(Speed and Velocity)
•
Ask us what we
can do for you.
We offer a wide
variety of reports
and analyses.
Influencer Analysis
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15. Trusted Advisor to Executive Teams
“The depth of insights still has
people around here buzzing.
Where next?”
– Social Media Manager, Purina
“Thank you for the immediate
support. We don’t get that quality
of service from just anyone.”
– Corporate Communications, BMW
“The perfect chart for a
presentation I’m doing. Thanks for
the new capability!”
– Director of Social Media, Cargill
“This is excellent work. Let’s
expand.
– Communications Director, GE
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