Social Convergence and Social Convergence and Incident CommunicationsIncident Communications

CEMA

March 2015

Patrice Cloutier

Today’s presentation Today’s presentation

1. Introduction2. Characteristics of a crisis 3. Social Convergence explained4. How it affects crisis communications 5. How to be ready6. Conclusion

It's likely you, and your audiences, It's likely you, and your audiences, will be under stress!will be under stress!

What’s a crisis?◦ Surprise (not always)◦ Public scrutiny◦ Media coverage◦ Not routine◦ Loss of control

Changing expectationsChanging expectations

Communications support to executives Pressure to communicate is immediate Not just legacy media Every incident/crisis has a reputation management component

Need for SM monitoring

What is driving this change? What is driving this change?

It's not only about social media It's not only about social media

Instantaneous sharing Instantaneous sharing

Key information channels ...family/friendsPeople create their own alerting/news networks Share perceptions … shape public opinionReinforces age-old behaviours …Everyone is a reporter …

Instantaneous sharing … everything Instantaneous sharing … everything

What this means for you ...What this means for you ...

What this means for you ...What this means for you ...

Four crisis comms imperatives ...Four crisis comms imperatives ...

1. Alert and notify … mobile + social 2. Respond … implement under scrutiny3. Monitor … social listening 4. Engage … dialogue

Alert and Notify Alert and Notify

Respond Respond

1. Public scrutiny 2. Media attention 3. Plans and preparation matter4. Make your crisis comms plan social

Monitor … operational listening Monitor … operational listening

1. Validate success of messaging 2. Identify rumours/threats to public safety/health 3. Isolate calls for help/assistance4. Detect reputational threats 5. Situational awareness

Engage Engage

Challenges exist Challenges exist

1. Validation 2. Acceptance by executives 3. Training and staffing

Benefits far outweigh risks Benefits far outweigh risks

1. More information … in real-time 2. Direct access to audiences3. Responsiveness

Remember ... Remember ...

Remember ... Remember ...

Remember ... Remember ...

Finally ... Finally ...

We are in an era of message competition ...not control … Move at the speed of your audiences or be irrelevant …Use the tools they use or you won't be heard …