bulldog media relations summit 2009-crisis and social media
TRANSCRIPT
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Confidential and Proprietary1
Lightning Response:Surviving the First 24 Hours of Crisis
Mike LawrenceEVP, Cone
www.coneinc.com
May 18, 2009
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2Confidential and Proprietary
Market Position:
Strengths:
Affiliation:
Mission:
28-year-old, globally recognized brand strategy and communications agency
90+ professionals with expertise in:• Crisis Prevention & Management• Corporate Responsibility• Brand Marketing• Cause Brandingsm
Member of The Omnicom Group (NYSE: OMC)
To be a catalyst for achieving better business and greater good
About Cone
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3Confidential and Proprietary
Journalists
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4Confidential and Proprietary
Friends and Peers
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5Confidential and Proprietary
Friends and Peers
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6Confidential and Proprietary
Adapted from Shel Holtz, blog.holtz.com/
Transmissions Dialogue
Control Influence
Secrecy Transparency
Deadlines Real Time
Formal/Corporate Informal/Personal
Journalists Influencers/Communities
BC AC
Crisis Communication “BC” (Before Connections) and “AC”
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7Confidential and Proprietary
Day 1
•Video Posted to You Tube
0:00
•Video on “GoodAsYou” blog. Blogger notifies Dominos. VP of communications responds that security has been notified.
4:30
•Video on “Consumerist” blog
8:30
•Video link on Twitter and chatter begins
8:30
•Blog readers identify store location in Charlotte, NC using Google satellite images and email Dominos corporate
10:30
•YouTube account closed but video still visible elsewhere via copies
11:30
•Dominos Corporate tells “Consumerist” blog reader it is alerting security to the location.
11:45
•“Consumerist” blog readers alert television station in Charlotte
13:30
•Dominos Corporate tells “Consumerist” blog reader employees will be fired.
22:30
Case Study: Domino’s Pizza
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8Confidential and Proprietary
Day 1
•You Tube post
0:00
•Domino’s notified
4:30
•Chatter begins
8:30
•Video on blog
8:30
•Store identified
10:30•YouTube closed
11:30
•Security called in
11:45
•TV station notified
13:30
•Employee fired
22:30
•Local news report: (Charlotte TV)
31:00•Twitter is updated by AdAge post
33:30
•Multiple national news reports (TODAY, NYT, etc.)
45:00
•Video views estimated at nearly 1 million
48:00
•Domino’s Corporate begins to post on Twitter
48:30
•Domino’s response video on YouTube, Facebook
53:30
Day 2
Case Study: Domino’s Pizza
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9Confidential and Proprietary
Case Study: Domino’s Pizza
Note: Apology incorporates apologize and apologizes
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10Confidential and Proprietary
Corporate Communications Initially Too Timid for a virally connected world
Need to Act is More Time Compressed - online “detectives” can sleuth as fast as you
Social Media Policy Needed for Employees
Case Study: Dominos Pizza Lessons
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11Confidential and Proprietary
Total Crisis22:26:00
1:30 AM(Discovery)
7:29 AM(Response)
11:31 AM
4:55 PM
4:56 PM
6:10 PM
December 9, 2008
December 10, 2008
Jim Oakes posts Ford’s letter on The Ranger Station’s user forum, sparking comments
DAY 1
DAY 2
Case Study: Ford Legal Action Against Website
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12Confidential and Proprietary
Adapted from Ron Ploof, www.ronaok.com
Monitor for Early DetectionHave an online presence and crisis plan Respond in near real-timeBe direct, transparent, and informalRespond where the action isFix what’s broken
Case Study: Ford Legal Action Against Website
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Confidential and Proprietary13
Questions?
Mike LawrenceEVP, Cone
[email protected]/whatdoyoustandfor
www.coneinc.com/brandchanneler