This document discusses how crisis communications are changing in the digital age. It emphasizes the importance of monitoring social media, analytics, and scenario planning to understand crisis situations as they develop online and to determine appropriate response thresholds and tactics. It provides examples of crisis analytics charts and discusses how to establish models to analyze industry-specific crises on social media.

1. www.rockdovesolutions.com
The Changing Face of
Crisis in the Digital Age
Sponsored by
Presenters:
Chris Nelson – Partner | Crisis Lead, Americas | FleishmanHillard
Ryan Smith – Partner | Social & Innovation,
Global Insights & Analytics | FleishmanHillard

2. Photo
from
David
Eun
(@Eunner)
tweet,
July
6,
2013

4. 4
Positioning &
Storytelling
Engage
Understand
Prepare
C R I S I S
I N
T H E
D I G I T A L
A G E

5. 5
Positioning &
Storytelling
Prepare
C R I S I S
I N
T H E
D I G I T A L
A G E
• Mapping
• Scenario
Planning
• Training

6. • Large
volume
outside
of
Tier
1
Media
• Forums
amplify
the
story
to
mainstream
• Top
5
are
all
areas
that
can
influence
adop@on
or
regula@on
M A P
C I R C L E S
O F
I N F L U E N C E
VOICE-­‐COMMAND
APPLIANCES

7. 7
CONFIDENTIAL
Create
industry-­‐specific
models
of
crises
in
social
media
• How
conversaOons
start
• How
they
propagate
• Predict
acOvaOon
levels
by
influencer
group
and
incident
type
Iden@fy
response
thresholds
and
mi@ga@on
tac@cs
• Create
maps
and
Omelines
of
relevant
scenarios
• Isolate
and
measure
effecOve
responses
C R E A T E
M O D E L S
O F
I N D U S T R Y
C R I S E S

8. 8
CONFIDENTIAL
D E T E R M I N E
E N G A G E M E N T
T H R E S H O L D S
Threat
Level
Descrip@on
LOW
• Less
than
10
social
posts
per
hour
• Low
influence
–
users
with
a
network
size
of
less
than
200
members
• Trolls
(individuals
focused
solely
on
degrading
and
beraOng
others)
• SaOrical,
rant
or
rage-­‐filled
content
• Isolated
opinion
posts
with
lile
to
no
engagement
MEDIUM
• 10
–
30
social
posts
an
hour
• Medium
influence
–
users
with
a
network
size
of
201-­‐1,000
members
• Medium-­‐sized
news
outlets
and
blogs
-­‐
regional,
less
than
50,000
unique
monthly
visitors
• CriOcism
or
negaOve
commentary
that
has
generated
response
from
influencers
or
10+
users
and
is
gaining
visibility
HIGH
• More
than
30
social
posts
an
hour
• High
influence
-­‐
users
with
greater
than
1,000
member
networks
(fans,
following)
• CelebriOes,
government
officials,
high
profile
business
owners,
analysts
• NaOonal
media
outlets
and
blogs
–
naOonal
circulaOon/viewership,
greater
than
50,000
unique
monthly
visitors
• InternaOonal
media
outlets
and
blogs
with
posts
including
negaOve
senOment
8

9. 9
Positioning &
Storytelling
I D E N T I F Y
C O N T E N T
N E E D S
&
P L A T F O R M S

10. 10
E S T A B L I S H
A N A L Y T I C S
M O D E L S
I N
A D V A N C E
AND
/
OR
/
NOT

11. 11
C H O R E O G R A P H
C O M M U N I C A T I O N S

12. 12
Positioning &
Storytelling
Understand
C R I S I S
I N
T H E
D I G I T A L
A G E
• Monitoring
• Analy@cs
• Forensics

13. 13
CONFIDENTIAL
S O C I A L
M E D I A
I N
A
C R I S I S
ACCELERANT:
Not
just
the
speed
that
news
disseminates,
but
also
the
speed
that
a
story
develops
via:
• SpeculaOon
• MisinformaOon
• Crowd-­‐sourced
reporOng
MITIGATION:
Can
deflate
a
story
as
fast
as
it
emerges,
and
redirect
aenOon
• Independent
fact-­‐checking
• Rapid
news
cycle
moves
on
• ConversaOon
moves
to
the
fringe

14. 14
CONFIDENTIAL
How
far
a
story
has
spread
What
angles
are
gaining
the
most
aenOon
How
credible
the
actors
are
What
aspects
of
a
response
get
tracOon
How
similar
instances
have
played
out
PotenOal
impact
of
response
messaging
Who
might
be
working
behind
the
scenes
What
quesOons
from
the
public
might
require
response
C R I S I S
A N A L Y T I C S
14

15. M O N I T O R I N G
–
T H E
A R T
O F
P A Y I N G
A T T E N T I O N
The
shape
of
the
line
maers
Clarity,
meaning
&
speed
beat
beauOful
&
complex
People
cause
the
line
to
go
up
and
down
by
doing
things
…
you
have
to
know
which
people
and
what
they
are
saying
/
feeling

16. Overall
US
Mainstream
Merger
Announcement
Files
Papers
Stock
Ac@on
Oppo.
Statements
Court
Ruling
Cnet
Story
C O V E R A G E
S T E A D I L Y
I N C R E A S I N G

17. 17
CONFIDENTIAL
R A C I A L
I S S U E
C O V E R A G E
–
A C T I V I S T
B A C K L A S H
D R I V E S
V O L U M E
Accurately
showed
spikes,
as
well
as
pickup
follow
up
events

18. 18
CONFIDENTIAL
I N F L U E N C E R S
A L M O S T
E X C L U S I V E L Y
F R O M
T H E
R I G H T

19. 19
CONFIDENTIAL
G E O G R A P H I C
C O V E R A G E
L I M I T E D
I M P A C T

20. The
best
companies
do
analyOcs
aner
a
risk
assessment
and
BEFORE
a
crisis
Benchmark
yourselves,
your
compeOtors,
and
the
issue
type
Keep
them
current
/
build
over
Ome
A N A L Y T I C S
–
A P P L Y I N G
S C I E N C E
T O
C O N V E R S A T I O N S

21. 1
11
21
31
41
51
61
Average
LiOgaOon/RegulaOon
(spike:
5,716
menOons)
1
11
21
31
41
Average
Service
DisrupOon
(spike:
1,889
menOons)
1
11
21
31
41
51
61
71
Average
Social
Issue
(spike:
2,323
menOons)
1
11
21
31
41
51
61
71
Average
Business
News
(spike:
4,779
menOons)
1
11
21
31
41
51
61
Average
Cyber
Breach
(spike:
2,452
menOons)
1
11
21
31
41
Average
Contract
Dispute
(spike:
802
menOons)
Charts
are
a
measure
of
volume
trends
in
the
six
disOnct
categories.
Volume
(y-­‐axis)
is
measured
over
the
hour
(x-­‐axis).
O V E R V I E W
O F
S O C I A L
I S S U E
M O D E L S

22. 22
0
1000
2000
3000
4000
5000
6000
7000
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
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38
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40
41
42
43
44
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51
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54
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57
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59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
Service
Outage
Social
Issue
Business
News
LiOgaOon/RegulaOon
Breach
Contract
Dispute
During
service
outages,
we
see
a
low
drumbeat
of
chaer,
but
when
the
outage
is
widespread
and
prolonged,
menOons
spike
significantly
within
the
first
hour
and
conOnue
unOl
service
is
restored.
q Service
Disrup@on
q Social
Issue
q Business
News
q Li@ga@on/Regula@on
q Breach
q Contract
Dispute
C O M P A R I S O N
O F
“ H I G H
W A T E R
M A R K ”
E V E N T S
Business
news
makes
a
sharp
and
quick
spike
in
menOons
as
media
outlets
rush
to
tweet
headlines
and
followers
rush
to
retweet
them.

23. 23
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
1
11
21
31
41
51
61
71
During
service
outages,
we
see
a
low
drumbeat
of
chaer,
but
when
the
outage
is
widespread
and
prolonged,
menOons
spike
significantly
within
the
first
hour
and
conOnue
unOl
service
is
restored.
Business
news
makes
a
sharp
and
quick
spike
in
menOons
as
media
outlets
rush
to
tweet
headlines
and
followers
rush
to
retweet
them.
q Service
Disrup@on
q Social
Issue
q Social
Issue
(original
data)
q Business
News
q Li@ga@on/Regula@on
q Breach
q Contract
Dispute
C O M P A R I S O N
O F
“ H I G H
W A T E R
M A R K ”
E V E N T S

24. Before
and
aner
crisis,
it
is
about
knowing
true
impact
to
what
maers
It
helps
you
be
predicOve
F O R E N S I C S
–
K N O W I N G
T H I N G S
N O
O N E
E L S E
K N O W S

25. 0
10
20
30
40
50
60
70
80
90
100
Day
One
Day
Two
Day
Three
Day
Four
Day
Five
Day
Six
Day
Seven
Do
not
feel
relief
here.
Ask
a
quesOon.
N O T
G E T T I N G
P U N C H E D
A N Y M O R E ?
G E T
M E D I C A L
A T T E N T I O N

26. D I D
Y O U
M A K E
I T
T H R O U G H
O K A Y
O R
A R E
Y O U
B E A T
U P ?

27.
Measure
feelings
like
love,
hate,
purchase
intent,
advocacy,
innovaOon,
or
ANY
brand
pillar
T R A C K
H O W
Y O U R
A U D I E N C E
F E E L S
A B O U T
Y O U

28. D I G
I N T O
T H E
D E T A I L S
Company
in
Dallas
Company
apologizes
Company
removes
manager
Honor
of
Veterans
Day
Free
Veterans
Day
Meal

29. Positioning &
Storytelling
Engage
Understand
Prepare
C R I S I S
I N
T H E
D I G I T A L
A G E

30. CONFIDENTIAL
A
F I N A L
W O R D
O F
C A U T I O N
30

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Questions
Sponsored by

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Thank you.
Contact us:
www.rockdovesolutions.com
e: info@rockdovesolutions.com
p: 1.800.787.1639
Sponsored by