BOLO2010 Lawrence

CRISIS COMMUNICATIONS AND REPUTATION MANAGEMENT IN THE DIGITAL AGE

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1. Accidental

2. Deliberate but uncoordinated

3. Organized campaigns

CONSUMERS TRUST SOCIAL

50% Half of all online users gather news from within their social networks

37% More than a third of internet users contribute to creating news.

Source: 2010 Pew State of the News Media Annual Report on American Journalism

75% Three quarters of online users receive news forwarded via email or social networking posts

Consumers are seeking, and sharing brand information online like never before

CONNECTING IN THE AGE OF SOCIAL

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* Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media


WHY DOES SOCIAL MEDIA MATTER?

• Top 8 reasons social media presents real challenges and clear opportunities for clients, businesses and organizations today.


REASON 1

• 2/3rds of the global Internet population visits social networks


REASON 2

• There are now 133 million active blogs online. 50% of professional bloggers are parents.


BLOGOSPHERE CRISIS CASE STUDY: SIX FLAGS BANKRUPTCY


REASON 3

• Twitter now has 180 million registered users. 300,000 join every day, sending 85 million tweets every 24 hours.


REASON 4

• YouTube users watch 2 billion videos everyday. 24 hours of new video is uploaded every minute of every day by the site’s 250 million monthly visitors.

ONLINE VIDEO CRISIS CASE STUDY: LIFELOCK


REASON 5

• If Facebook were a country, it would be the 3rd most populated in the world.


• Facebook has 520+ million users, 1.5 million business pages and 100 million mobile users

per day{ Average User Spends > 55 minuteson Facebook


REASON 6

• Customers today who make buying decisions online want to continue their brand interaction in the same medium.

• Social Customer Service cuts costs, reduces reputational damage and increases customer loyalty.

LOGOS CAN’T TALK - CSR CASE STUDY: COMCAST


REASON 7

• Social media provides every individual and organized issue advocacy group with a free globally interconnected multi-media megaphone aimed directly at your corporate reputation.

OVERWHELMING MAJORITY OF ADVOCACY GROUPS USE AT LEAST ONE SOCIAL PLATFORM

Thirty-three out of the 34 political advocacy groups examined use at least one social media platform, including either a Facebook page, Twitter account or YouTube channel.

ALMOST ALL GROUPS ARE USING MULTIPLE PLATFORMS SIMULTANEOUSLY

Ninety-one percent of the political advocacy groups that use social media use Twitter, Facebook and YouTube as a means of outreach.

INTEREST GROUPS USE SOCIAL MEDIA TO ADVOCATE POSITIONS ON LEGISLATION

• All of the political advocacy groups on Facebook and Twitter use the platforms to share views and news about specific local, state or federal legislation or regulation.

• Advocacy groups use Twitter more than Facebook to relay legislative and regulation messages.

GROUPS USE SOCIAL TO ENCOURAGE DIRECT LOBBYING OF POLITICIANS

• Sixty-one percent of political advocacy groups on Twitter and 56 percent on Facebook use social media to encourage stakeholders to lobby politicians.

• Ninety-five percent of direct outreach posts on Twitter and 89 percent on Facebook provided phone numbers, instructions or easy to fill out forms to contact politicians.

DIALOGUE VERSUS MONOLOGUE

On Twitter, 73 percent of political advocacy groups mentioned or directly responded to others.

STAKEHOLDERS ARE SEEKING OUT AND CONNECTING WITH ADVOCACY GROUPS

• The average number of followers, fans, and subscribers on Twitter (4,880 followers), Facebook (32,588 fans) and YouTube (777 subscribers) highlights significant public interest in connecting with advocacy groups via social.

ISSUE ADVOCACY CASE STUDY: GREENPEACE VS NESTLE

50,000+ Followers

500,000+ Fans

1.8 Million+ Views

UNIONS ARE ALREADY ACTIVE

UNION ORGANIZING CASE STUDY: NATIONAL EDUCATION ASSOCIATIONCreating multiple properties has facilitated broad stakeholder engagement

• Facebook (3 pages)– National Education Association: 7,205

“likes”, daily content updates– Speak Up For Education & Kids: 35,827

“likes”, multiple daily updates, emphasis on motivating members to force changes in education legislation

– NEA Priority Schools Campaign: 2,483 “likes”, posts directly address members and start discussions

• Twitter (3 accounts)– NEA Today: 8,405 followers– NEA Media: 682 followers– Priority Schools: 697 followers


REASON 8

• Members of Congress, the White House, U.S. and global regulatory agencies are actively engaging in social media.

• About six out of 10 (62%) senators and representatives have Twitter accounts.

• While there are fewer Republicans in Congress, a larger percentage of them are using Twitter to communicate. 72% of Republicans have at least one Twitter account, compared with 55% of Democrats.

CONGRESSIONAL USE OF TWITTER

DIALOGUE VERSUS MONOLOGUE

• 53% of accounts are re-tweeting content.• 59% of congressional accounts are using the “@”

function.

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BEST PRACTICES: SOCIAL MEDIA CRISIS MANAGEMENT

1. Prepare - Use your peacetime to build credibility and identify your potential online brand ambassadors before you need them.

2. Integrate - Coordinate across all teams, both online and off.

3. Benchmarks - Establish clear objectives and don’t try and do “everything” at once.

4. Avoid Talking Logos - Identify and train your internal and external social media ambassadors/spokespeople early.

5. Define It – Create the visuals and the narrative during and after a crisis to define the situation before others define it for you.

6. Fix It – Over communicate actions, stop explaining and begin to articulate the next steps to fix the problem.

7. Engage - Don’t ignore criticism – answer it and claim at least ½ of the narrative.

8. Don’t Forget Employees - Define best practices for online employee communications.

9. Don’t Quit!

Dallas LawrenceManaging DirectorTwitter: @[email protected]

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BOLO2010 Lawrence