reputation, crisis and social media

CRISIS & SOCIAL MEDIA YOUR REPUTATION IS PRECIOUS …

Lars Voedisch Principal Consultant

lars@preciouscomms.com

@larsv

• Independent, boutique communications consultancy

• Based out of Singapore, at home in Asia and Europe

• Globally connected via affiliation with

About Us…

+65 – 3151 4760 larsvoed 21 Club Street #02-11 Singapore 069410

connect@preciouscomms.com Facebook.com/PReciousComms Twitter.com/PReciousComms

PRecious Partners

Brands PRecious Communications and our consultants have worked with . . .

What is reputation management for you?

Quick discussion in:

What is reputation

for you?

Reputation

[rep-yuh-tey-shuhn]

What is a reputation?

The beliefs or opinions that are

held by someone or something by

the community or general public.

• What is a crisis? unexpected, creating uncertainty, seen as

a threat

• What usually happens: panic, delay of pro-active decision-

making, fear of overreacting, getting pushed in a defensive

position

• How social media requires us to step up our game in terms of

speed, cooperating, and preparedness

• Why we are afraid of it: it tests our preparation and leadership

qualities as it is all about making (fast) decisions

PART 1

CRISIS DYNAMICS: GET IT FAST, GET IT RIGHT, GET IT OVER

By the time you hear

the thunder, it’s too late

to build the ark.

Crisis Fundamentals

Emergence:

Issue gets public

Spreading:

Growing

interest

Establishment:

Full crisis

Erosion:

Relevance

declines

Potential:

Known areas

Crisis Fundamentals

Emergence:

Issue gets public

Spreading:

Growing

interest

Establishment:

Full crisis

Erosion:

Relevance

declines

Potential:

Known areas

When a crisis happens:

Get it fast,

Get it right,

Get it out, and

Get it over!

Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin

Time is crucial for managing risk

as it allows you to stay in the ‘driver seat’

Crisis Fundamentals

Emergence:

Issue gets public

Spreading:

Growing

interest

Establishment:

Full crisis

Erosion:

Relevance

declines

Potential:

Known areas

When a crisis happens:

Get it fast,

Get it right,

Get it out, and

Get it over!

Your problem won’t improve with age. N. Augustine, CEO Lockhead Martin

Time is crucial for managing risk

as it allows you to stay in the ‘driver seat’

33% of global CCOs are not prepared for social media based

reputation threats !!!

Nestlé's social media crisis

Nestlé unwillingly put

public attention to

Greenpeace's video campaign

public attention to

Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page

public attention to

Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”

public attention to

Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)

public attention to

Key learnings:

Control? You never had it. Don't use lawyers to take things off the Internet Admit it, stop it, and apologize. FAST! Customers criticizing you are telling you something very valuable

public attention to

Key learnings:

public attention to

Key learnings:

What are your Rules of Engagement?

A crisis response protocol? How fast can you react?

Who decides?

Key Learnings?

PART 1

CRISIS DYNAMICS: GET IT FAST, GET IT RIGHT, GET IT OVER

PART 2

CRISIS POTENTIAL: MANAGING PROBABILITIES Every industry has potential for crises. How can we identify them at the

earliest possible point whenever and wherever it might strike?

• Assessing potential crisis issues and identify possible counter measures

on- and offline

• Working with the various internal stakeholder groups to identify potential

crisis areas

• How the right media monitoring setup can help you identify issues ahead of

time and why social media is a key component

Can you separate the noise from the relevant input?

How do you set your triggers?

Do you know your influence?

Holistic View of Crisis Management

21 Source: Issue Management and Crisis Management: - Tony Jaques

Holistic View of Crisis Management

Let’s talk business

Not me…

Who has

a crisis

plan? Nope :)

The majority of all crises come from within an organization.

Understanding how crises evolve

On average over the past

20-years, about one-third

of all crises were the

sudden type – fires,

explosions, natural

disasters and workplace

violence.

Source: Annual ICM Report 2011 – Institute for Crisis Management

Crises—What are the main causes?

1. Management Decisions /

Indecisions

2. Human Error / Mistakes

3. Operational or Mechanical

Problems

4. Acts of God

Key Learnings?

PART 2

CRISIS POTENTIAL: MANAGING PROBABILITIES

How has social media changed the way we to deal with crisis

situations? What are the key platforms that we have to look into and

what should be some of the best practices and key action points to

stick to when you’re on red alert?

• Understanding platforms and audiences: Blogs, Facebook, Twitter,

YouTube

• Social media and crisis management: Common mistakes

• What are your rules of engagement when it comes to handling social

media?

• Setting up a social media command centre

• Maintain your share of voice online—how to be heard when everyone

else is talking

PART 3

INTERNET, SOCIAL MEDIA, MOBILE

Quick Discussion

How and why is

social media

relevant to your

brand’s

reputation?

37 Source: What happens on the Internet every 60 seconds - Rosa Golijan

Social Media Disaster “Highlights”

Not only be timely, and get the facts right – also choose the appropriate

Social Media Disaster “Highlights”

Timing is important…know what’s happening in your company, and

current news.

40 Source: Digital Life 2011 - TNS

What are people saying?

Do people in Singapore trust

comments people write about

brands?

Do people in Hong Kong trust comments people

write about brands?

I write comments about brands to…

Source: Digital Life - TNS

Do people in China trust comments people write

about brands?

I write comments about brands to…

Source: Digital Life - TNS

The PR Perspective: Social or not—it’s media relations?!

Social Media Relations: What changes?

Everything Changes

• It’s about two-way conversations

• You’ve to deal with more channels

• We HAVE to listen and understand what’s said!

• What about those negative comments and posts?

• The game get’s so much faster

Nothing Changes

• You’ve to manage relationships

• So it’s wires, print, broadcast – and social media

• You already: monitor and analyze your media coverage

• Not every negative comment means a crisis

• Already forgot newswires? Look at trends over time

Key Learnings?

PART 3

INTERNET, SOCIAL MEDIA, MOBILE

How do you draw the line between noise and relevance? What are

some key tools and strategies for monitoring social media? What is a

good way to respond to negative and positive feedback? What do

brands need to do to capture the attention & loyalty of consumers?

PART 4

HOW TO BE A GOOD LISTENER

99.9% Noise

90-9-1 Principle: The Inequality of the Web

48 Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute

Understanding social media in China

Some 76 percent of China users are “creators” of

content, that is, they are active posters rather than

mere spectators.

That compares to just 25 percent in the US.

Chinese microblog stories spread faster and at a

significantly larger scale, than those in the US.

Because most Chinese lack

trust in formal institutions,

users disproportionately

value the advice from

consumers in social

networks.

Source: Fighting a PR Fire in China with Social Media – McKinsey

Know Your Trigger Points

How bad (or good) is it?

Where does a

CRISIS happen vs.

where does it start? How does the story

play out in traditional

and social media?

Your users are mobile—are you?

About half of social media

users access their networks on

the go

That means:

It is a real anybody,

anywhere, anytime world

Are your online assets

optimized for mobile?

Do you leverage mobile for

your crisis plans and

activation?

Case Study: Social Media Command Centre

Demand for social reputation

management

Components

–Issue

–Impact

–Influence

–Engage

Leveraging proprietary data

assets & methodologies

Moving to 24/7 operation

• Identify high impact issues by company, sector, broad, time prioritized

• Produce high grade Twitter stream

• Produce high grade twitter stream

CommEq

• Filter and refine

• Find and visualize connections

• Streamed to client teams and Engagement teams

Commetric

• High fidelity issue management

Client

High impact

twitter stream

Client benefits

Directs reputation management efforts

Drives real time engagement

Increases social intelligence

Reduces fear levels of C-Suite

Command center benefits

Issue warning: immediate assessment of scale and

contagion of social storm

Quantifying impact: focuses exec attention and

provides justification for comms response

Influencer tracking: delivers road map for messaging

and engagement of response

Key Learnings?

PART 4

HOW TO BE A GOOD LISTENER

Being prepared is everything!

• How to identify and prepare for different crisis scenarios? What could

be critical decisions and are the right people pre-authorized to make

• How should your activation plans look like; who would need to get

involved in your crisis team for which scenario?

• Developing a crisis handbook as your first-stop manual with basic

scenarios and prepared reactions – drafting a first response checklist

• Why a social media crisis plan should be at the TOP of every brand

and organization’s to-do list, before they begin to market on social

PART 5

BEFORE THE CRISIS

Reputation Crisis Preparedness

Before the crisis

• What constitutes a real crisis

• Scenario planning (internal / external)

• Business continuity vs communications

• Assessing potential crisis issues (audit)

• Crisis-management team

• Setting up emergency communication plans (internal /

external, channels)

• Regular checks, updates, refreshers

• Activation plans (eg for external partners)

What tone do you like to read on Facebook or Twitter? Witty?

Edgy? Angry?

• Always be helpful, humble and friendly.

• These are 3 attitudes that will work well in any business.

• Be wary of the metaphors and imagery you or your writer use –

they say a lot about your business.

How To Choose The Tone For Your Content?

66 Source: How To Choose The Tone For Your Content – Social Media Magic

Don’t forget: In Social Media you want to connect people with people!

What Social Media Tone Is Best for Your Business?

• Baby food: Use an educational tone in your social media so

customers can make informed decisions

• Meaningful gifts: Invoke a humble, empathetic and

enlightening tone that keeps the brand linked to inspiration

• Bags: By injecting a youthful, personable, upbeat and

feminine tone in your social media, you could invite young

customers across to indulge in your products

• Cookies: A playful and inviting tone works best at alluring

customers to indulge in childhood comfort foods

• Designer products: Employ a serious and curious tone in its

social media

What Is Your Social Media Personality?

67 Source: What Social Media Tone Is Best for Your Business – Fox Business

What Social Media Tone Is Best for Your Business?

• Baby food: Use an educational tone in your social media so customers can make informed decisions

• Meaningful gifts: Invoke a humble, empathetic and enlightening tone that keeps the brand linked to inspiration

• Bags: By injecting a youthful, personable, upbeat and feminine tone in your social media, you could invite young customers across to indulge in your products

• Cookies: A playful and inviting tone works best at alluring customers to indulge in childhood comfort foods

• Designer products: Employ a serious and curious tone in its social media

What Is Your Social Media Personality?

68 Source: What Social Media Tone Is Best for Your Business – Fox Business

What happened in Huili county / Sichuan . . .

Siemens Refrigerator Crisis in China

• Famous English Trainer talks

about problems on Weibo

• He is not satisfied by Siemens

reaction and attitude

• Refrigerators are publicly

smashed

• Siemens PR agency threatens

The top five re-tweeted users on Weibo

have more than one million retweets per

person, as opposed to only a little more

than five thousand for the top five re-

tweeted users on Twitter.

Source: How can we practice ethical PR – Sue’s PR Blog

And now a look at the corporate world

Background:

1) Siemens

announce

d a new

record

profit

2) Layoff of

over 1300

announce

Think Process: Response Chart

How to Deal with Comments—YOUR Response Plan

• Comment / Blog Post

Validity

• Level of Responsibility

• Level of Respect

• The Commenter is a

Troll / Rager

• The Commenter is a

Spammer by Nature

The BIGGER Picture: What’s Your Engagement Plan?

What can/should your staff say – or not?

Do you have a proper escalation path?

How do you get ready for ‘beta’ mode?

Key Learnings?

PART 5

BEFORE THE CRISIS

Crisis Communications

“Nobody cares how much you

know, until they know how much

you care.” Theodore Roosevelt

Crisis Survival Lessons for the Social Media Age

• Size doesn’t matter

– A failure to engage a captive and influential audience

represents an utter misunderstanding of the power that

online communities wield in crisis.

• What Got You Here, Won’t Get You There

– It is essential to at least assuage consumer fears by

acknowledging the problem and affirming that all that can

be done is being done

• You Can Not Advertise Out of Crisis

– Traditional advertising and brand/reputation management

cannot work in a galaxy where crisis moves at the speed

of light.

79 Source: 3 Crisis Survival Lessons for the Social Media Age – Dallas Lawrence/Mashable

Crisis Survival Lessons for the Social Media Age

In a crisis, consumers need honest answers

and they need them fast – and no messaging

vehicle is better suited to meet this demand

than those fueling the crisis in the first place.

Transparent engagements in the online

communities, where your customers already

live, provide a credible and direct channel for the answers they need.

Pressing the delete button for comments? Some reasons that might be acceptable…

• Racism

• Sexism

• Verbal abuse

• Inappropriate language

• Pornographic content

• (Blatant hostile behaviour toward other community

members)

However: It is imperative that you have a policy on your

Facebook page if you choose to delete content!

81 Source: 5 ways to handle negative Facebook comments - PR Daily

Pressing the delete button for comments? Some reasons that might be acceptable…

82 Source: 5 ways to handle negative Facebook comments - PR Daily

[…] At the same time, fans should

show courtesy and respect to

others and must not use the wall to

abuse others, expose others to

offensive or inappropriate

content, or for any illegal purpose.

[…] and may remove any posted

messages that it considers to be

in breach of the Policy.

Key Learnings?

PART 5

AS THE CRISIS EMERGES: ACTIVATION

Any questions or

comments?

SUMMARY

About PRecious Communications International Communications Expertise with a Passion for

Technology

• PRecious Communications is a young and energetic, yet strategic

communications and public relations consultancy serving B2C and

B2B companies

• Our focus is on corporate communications, crisis management, public

relations and social media.

• It combines a clear business-oriented approach with a focus on

measurable results that tie directly into its clients’ overall

communications objectives.

• The firm is run out of Singapore and serves clients throughout Asia

Pacific.

• PRecious was officially started in early 2012 by Lars Voedisch, an

experienced global communications and business professional with 15

years expertise in growing, managing and defending leading global

brands’ reputation across industry sectors.

Background & Expertise

• Combined work experience include: AIESEC, AT&T, Citi, Coca Cola,

DBS, DHL, Dow Jones, EDS, GIC, Honda, HP, Huawei, ING, InMobi,

Lenovo, Motorola, OpenNet, Palm, Panasonic, Porsche, Procter &

Gamble, Yahoo!, VMware

• Communications Strategy

• Traditional & Social Media Relations

• Digital Engagement

• Crisis Preparedness & Management

• Internal Communications

• Media Training

• Analysis, Measurement, Research

Your reputation

is PRecious…

Our Service Offerings

reputation, crisis and social media

bottled water

internal external

growing interest

inviting tone

full crisis

crisis fundamentals

crisis survival

relevance

Business

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