Crisis Communication STORIES FROM THE FRONT LINE Introduction to PR - PowerPoint PPT Presentation

CRISIS COMMUNICATION On the Real Time Web Crisis Communication STORIES FROM THE FRONT LINE Introduction to PR and Social Media Tools, Tips & Best Practices Online Marketing Capabilities Program Facilitated by: Miles Media

CRISIS COMMUNICATION Presenters On the Real Time Web Chris Adams Director of Online Marketing Miles Media Doug Luciani VISIT FLORIDA Publisher, Miles Media Public Relations Representative, VISIT FLORIDA Chief Associate/Owner, PRofit from PR, PR-Marcom Agency Dr. Dirk Glaesser UN World Tourism Organization Chief, Risk & Crisis Management

CRISIS COMMUNICATION On the Real Time Web Topics & Takeaways • RTONZ Online Marketing Capabilities Program 1. Crisis Communication On the Real Time Web 2. Florida Case Study – Fire, Hurricanes, Oil Spill 3. Key Crisis Lessons : Dr Dirk Glaesser UNWTO 4. Question & Answer 5. Follow Up: Resources & Links

RTO Online Marketing Capabilities Training & Support Program March 2011 to December 2011 Program Managed by:

Objectives of Program 1. Develop ‘best practice’ online marketing skills. 2. Practical, specific, hands on training & support. 3. Help maximise ROI from online marketing $$. 4. Focus on relevant challenges & opportunities. 5. Develop analytics, research & reporting skills. Program Managed by:

Performance Measurement 1. Google Analytics, to benchmark against NZ & Intl. DMOs* 2. Option: Quantcast audience measurement (demographics) 3. Measure audience (traffic), engagement and ‘Signals of Intent to Travel’ (Goals). 4. Social Media scoring survey – “How Social is Your DMO?” *Confidentiality : individual Google Analytics results are kept confidential to each RTO and only overall averages & results published.

Program Steps 1. Baseline performance March – April 2011 measurement March 2011 2. RTO input (online survey) 3. 2 Workshop & 1-2 Webinars March to June July 2011 4. Mid Point Evaluation July 2011 to 5. 1 Workshop & 1-2 Webinars Dec. 2012 6. Final Performance Measurement By Christmas 2012 Program Managed by:

CRISIS COMMUNICATION On the Real Time Web Crisis Communication STORIES FROM THE FRONT LINE Introduction to PR & Social Media Tools, Tips & Best Practices

CRISIS COMMUNICATION Trust On the Real Time Web • 76% of consumers don't believe that companies tell the truth in advertisements Source: Y Partnership • 52% don't trust websites that sell travel Source: Benchmark group • 89% trust the advice & information of other travellers. Source: Forrester Research/Intelliseek

CRISIS COMMUNICATION On the Real Time Web Reach • 10,000 Followers • 1 st Level: 20% Share (with 120 Fans/Friends) • 2 nd Level: 5% Share (with 120 Fans/Friends) • 3 rd Level: 1% Share (with 120 Fans/Friends) Network Effect: 3,408,000

CRISIS COMMUNICATION Old World On the Real Time Web Tools of communications that should be considered include: • Media releases • Holding statement • Media conferences • Media interviews • Central contact point for media • Fact sheets • Advisory notices / Update Bulletins • Visitor Information Centres Social Media • Local Visitor Radio • Telephone calls • Switchboard scripts • Victorian Tourism Information Service (VTIS) • Emails Fax/mail outs • Meetings • Letters • Website • Newspaper notices • Advertising • 1800 number

CRISIS COMMUNICATION On the Real Time Web Old World

CRISIS COMMUNICATION On the Real Time Web Impact of Social Media • Faster • Hyper-local • Transparency • Critics & Creators (Online Ambassadors)

CRISIS COMMUNICATION On the Real Time Web Crisis Communication New: Crisis Conversations • Listening • Participating • Engaging • Dialogue

CRISIS COMMUNICATION What’s the Plan On the Real Time Web • Do you have a crisis communication plan? • Is it up to date? • Ignoring the situation doesn’t mean it will go away. Be consistent, be honest •

CRISIS COMMUNICATION What’s the Message On the Real Time Web • Develop a message and supporting points. • The messengers? • Is everyone on the same page? • Need to be sensitive to areas impacted directly.

CRISIS COMMUNICATION On the Real Time Web What’s the Message • External forces shape message • Consumer geographic awareness • Media images

CRISIS COMMUNICATION On the Real Time Web Florida – Case Study • Florida Crisis – 1998: Wild fires – 2004- 2005: 8 hurricanes – 2010: Gulf Oil Spill

CRISIS COMMUNICATION On the Real Time Web Case Study: Florida Live In the days after the oil spill… • Canceled reservations, decline in future bookings • 30% of travelers were less likely to visit • 54% of conversations on Twitter trended negatively

CRISIS COMMUNICATION On the Real Time Web Case Study: Florida Live • Multiple channels • Integrated content into VISITFLORIDA.com • Local DMO Twitter feeds • Facebook Fan Images • WebCam links • Video blog • Content widgets

CRISIS COMMUNICATION Conversation On the Real Time Web 1. Listening 2. Participating 3. Engaging 4. Dialogue

CRISIS COMMUNICATION On the Real Time Web Case Study : Florida L ive 1. Audience 187,000 visitors 2,500 mobile visitors 43,000 ‘active’ social media fans 2. Engagement Time on Site: +17% Bounce rate: -11% Posts, Reposts, ReTweets . 3. Conversions Campaign specific vs. traditional

CRISIS COMMUNICATION On the Real Time Web Case Study : Florida L ive • Smith Travel -- occupancy rates in NW Florida up 5% in June vs. previous year. • 60% of those who saw Florida Live online knew more about Florida’s beaches and felt assured they were open and safe • 31% of those who went to VISITFLORIDA.com were more inclined to take a vacation before Labor Day.

CRISIS COMMUNICATION On the Real Time Web More Information http://budurl.com/rtocrisis04

Three Areas for Social Media CRISIS COMMUNICATION On the Real Time Web Measurement 3. Social Media Engagement Off Site 1. Social Media Interactions on Site Syndication & 2. Social Media Content Seeding Referrals to & from Site

CRISIS COMMUNICATION Measure & Manage On the Real Time Web

CRISIS COMMUNICATION Campaign T racking Codes On the Real Time Web 1. Create a tracking code for each type of post. 2. Use a url shortener to create a social media link Web Address with Tracking Code: http://www.RTOwebsite.co.nz /update 1?utm_source=TwitterEvent01 http://goo.gl/Aq5oS Shortener: http://goo.gl/Aq5oS URL

CRISIS COMMUNICATION More Free Tools On the Real Time Web

CRISIS COMMUNICATION On the Real Time Web Sentiment Analysis

CRISIS COMMUNICATION On the Real Time Web Takeaways 1. Have a Crisis Communication Plan 2. Have a clear message – be honest & transparent 3. Integrate “Conversation” & “Community” 4. Target the “critics” and “creators” 5. Monitor, Measure & Manage

CRISIS COMMUNICATION On the Real Time Web Crisis Lessons Dr Dirk Glaesser UN World Tourism Organization (UNWTO) Chief, Risk & Crisis Management

CRISIS COMMUNICATION On the Real Time Web Takeaways 1. Have a plan 2. Speed, transparency, honesty 3. The importance of Images & Guarantees 4. Be Proactive.

CRISIS COMMUNICATION Resources & Links On the Real Time Web Social Media Marketing in a Crisis : VISIT FLORIDA and the BP • Deepwater Horizon Oil Spill http://budurl.com/rtocrisis03 & http://budurl.com/rtocrisis04 • Rebuilding Brand Christchurch Dr Mathew McDougall SinoTech. http://budurl.com/rtocrisis05 • 3 Crisis Survival Lessons in the Social Media Age: Mashable http://budurl.com/rtocrisis06 • How to Use Social Media for Crisis Management : Social Media Examiner: http://budurl.com/rtocrisis07 • Victoria, Australia Crisis Communication Booklets : http://budurl.com/rtocrisis01 Florida Live Example: www.floridalive.com or www.visitflorida.com/floridalive

CRISIS COMMUNICATION On the Real Time Web Resources UN World Tourism Organization (UNWTO) Crisis Management Booklet (Published: 2011) http://budurl.com/rtocrisis02