Social Age October 2, 2012 Dallas Lawrence @DallasLawrence Chief - - PowerPoint PPT Presentation

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Social Age October 2, 2012 Dallas Lawrence @DallasLawrence Chief - - PowerPoint PPT Presentation

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Crisis and Reputation Management in the Social Age October 2, 2012 Dallas Lawrence @DallasLawrence Chief Global Digital Strategist 1 Reputation Management 2 Social Continues to Evolve and Grow Twitter: 400 million tweets a day, 70% outside

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Crisis and Reputation Management in the

Social Age

October 2, 2012 Dallas Lawrence @DallasLawrence Chief Global Digital Strategist

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Reputation Management

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Social Continues to Evolve and Grow

Twitter: 400 million tweets a day,

70% outside the U.S.

Facebook: 955 million active users, 80%

  • utside the U.S.

and Canada

YouTube: 4 billion videos viewed per day and 800 million unique users monthly

@dallaslawrence
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Evolution from Broadcast and Syndication to Engagement

Broadcasting Engagement

@dallaslawrence
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Roadmap for Social Media Success

How is your target audience using social media?

PEOPLE

OBJECTIVES What is the
  • verall business
case/objective? STRATEGY Define a clear set of KPI’s and measurement tools to assess success. RESOURCES Define up front the staffing/resources necessary for sustained success DEPLOY program MEASURE and report against KPI’s OPTIMIZE and improve TECHNOLOGY What content and social media channels make the most sense @dallaslawrence
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79% OF Companies believe they are only 12 months from a crisis – over 50% think this will happen in the digital space

Global Controversial company developments 50% Online or digital security failure 47% Logistic difficulties 47% Intense regulatory scrutiny of your product or company 45% Critical or negative new media campaigns 43% Danger to product safety 42% Technical accidents 40% Intense political scrutiny of your product or company 40% Criminal actions 33% @dallaslawrence
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Inability to respond effectively is the biggest issue facing companies in crisis online

@dallaslawrence
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52% 19%

GLOBAL APAC US EU GLOBAL

Digital crisis plans are only held by a third of businesses

@dallaslawrence
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SLIDE 10 10 PRWEEK Social Media Survey

Only a quarter of companies encourage staff to use social channels to share messages about the company.

Corporate Approach To Employee Engagement on Social Media

@dallaslawrence
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Who’s In Charge?

1/3 of

companies surveyed have

no one

in charge of social media

@dallaslawrence
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SLIDE 12 12 97%$ 3%$ Using at least
  • ne platform
Not using any platform

Issue Advocacy Groups Are Using Social

Percentage of Advocacy Groups Using Social media

@dallaslawrence
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SLIDE 13 13
  • 1. Overwhelming majority of companies know when their next

crisis will occur (less than 12 month)

  • 2. They know where it will likely occur (online)
  • 3. They know they are not prepared to address it and they know

why (inability to respond)

  • 4. They have no plan to respond.
  • 5. No one is in charge.

The Perfect Storm

@dallaslawrence
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Lesson 1: Know & Engage Key Drivers Early & Often

@dallaslawrence

WHAT MATTERS MOST: Reach: audience size Resonance: ability to engage community Relevance: to your specific context/audience

Klout Twiangulate FollowerWonk Kred Traackr Socialmention
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IKEA: Crisis Drives Conversation

70% of

conversation on

Twitter

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Influencers: Indentify Those Most Likely to Impact Conversation

493,878 ¡followers ¡ “IKEA's ¡Saudi ¡Arabia ¡catalog ¡erases ¡women." ¡BBC ¡h>p:// bit.ly/P72wC7 ¡ ¡ 365,803 ¡followers ¡ IKEA ¡removes ¡women ¡from ¡2012 ¡Saudi ¡Arabian ¡IKEA ¡catalog h>p://9gag.com/gag/5502143?ref=t ¡… ¡vía ¡@9GAG 456,107 ¡followers ¡ Ikea ¡removes ¡all ¡women ¡from ¡it's ¡Saudi ¡catalogue! h>p://www.heraldsun.com.au/business/ikea 498,768 ¡followers ¡ RT ¡@iMDRW: ¡Wow! ¡IKEA ¡Regrets ¡Women ¡Erased ¡From ¡Saudi ¡ Catalog ¡h>p://abcn.ws/Sh9oxP ¡
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“All of the people should be

Executed

with piano wire around their neck.”

@dallaslawrence
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Lesson 2: Actively Monitor Not Just Your Reputation But the Activities of Your Protagonist(s)

@dallaslawrence
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SLIDE 21 21 Don’t Be This Guy

Lesson 3: Develop Clear, Effective and Platform Appropriate Messaging

@dallaslawrence
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405 minutes spent on Pinterest monthly- tied with

Facebook for first and 316 more than Twitter

Pinterest beats Twitter, YouTube, Google+,

StumbleUpon and Bing in referral traffic

3rd largest social media site 104.4 million visitors each month

Lesson 4: Own Your Brand in Social… Before Someone Else Does

@dallaslawrence
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Less than 1/3

  • f the

interbrand top 100 companies have registered their brands on Pinterest

Lesson 4: Own Your Brand in Social… Before Someone Else Does

@dallaslawrence
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“I routinely track down potential interviews by sending out a Tweet. Most recently, we came across a number of Toyota car

  • wners who fell under the recent recalls.”

—Chris O‘Conell

ABC News Anchor / Reporter

Lesson 5: Leverage the Power of Twitter

@dallaslawrence
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Journalists are Using Twitter

Facebook Twitter LinkedIn Blogger you know Other social media sites Bloggers you don’t know Corporate spokespeople PR agencies Conversations with Industry insiders Other

46% of Journalists use Twitter for sources

@dallaslawrence
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SLIDE 26 26 Total: 511,666 Twitter followers

Lesson 6: People Not Logos

@dallaslawrence
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[ ]

1 Million+

YouTube Videos Tweeted Every Day

Lesson 7: Integration Is Key

@dallaslawrence
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Lesson 8: Be Sure You Know What You Are Talking About

@dallaslawrence
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Lesson 9: When You Blow It, Own Up To It Quickly

@dallaslawrence
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60 Seconds, Thousands of Tweets, A Million Views

@dallaslawrence
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Lesson 10: When All Else Fails, Don’t Forget Humor

@dallaslawrence
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  • Story Published
  • Promoted Tweets
Campaign Launched
  • Campaign ends:
  • 297,000 Impressions
  • 2,313 Clicks

Lesson 11: Integrate Paid And Earned

@dallaslawrence
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3/4s of posts

contain potentially actionable product improvement insights

Lesson 12: Make Some Lemonade

@dallaslawrence
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“Before, it would have taken us months and months to figure out if something was wrong with the product through returns, if we ever would have known at all”

– Steve Fuller L.L. Bean's Chief Marketing Officer @dallaslawrence
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SLIDE 35 35 “If You Tweet It They Will Come…” “Not if we don’t go to them first.” “What’s
  • ur
strategy?” “I don’t even like Baseball, this plan is all wrong!”

Remember: Have a Plan - Just Because You Build It, Doesn’t Mean They Will Come.

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SLIDE 36 36 You work for a large B2C company with a significant online sales division and your team just discovered that your website has been hacked. The hacker has not only breached your security, they have deliberately crashed your site. You immediately realize that your internal security protocols have failed and old customer records that had been forgotten and archived in less secure areas were potentially exposed. At least 20,000 credit card numbers from customers from every state linked with names and other personally identifiable information were potentially exposed. The media has begun calling wondering why your site is down. It is 2pm Pacific on Friday, February 17. Tens of thousands of consumers may have been exposed; credit cards may need to be cancelled, it is a holiday weekend, and reporters are now calling.

Reputation Team Exercise

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Work together to develop the building blocks

  • f a digital communications response plan by

considering the following questions:

  • 1. What internal team members need to be included on your team?
  • 2. What audiences are you going to engage?
  • 3. What are the budget considerations you need immediate approval on?
  • 4. What platforms will you be using and why?
  • 5. What type of content do you need to create to tell your story effectively?
  • 6. How will you measure success?
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SLIDE 38 38 Bloggers are beginning to report a massive rash of email hackings via stolen passwords. Facebook pages, banking accounts and a number of
  • ther online accounts for consumers start to fall in a coordinated hack.
An anonymous hacker takes credit for the coordinated attack and says all customers of your company will share in the same fate. It immediately becomes clear that PII was breached and thousands
  • f consumers on a holiday weekend are in danger.

Breaking news:

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THANK YOU!

Dallas Lawrence Twitter: @dallaslawrence