cipr social media conference 2013 - sue llewellyn

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SOCIAL MEDIA CONFERENCE 2013

11 JULY, LONDON #CIPRSM

SHARE THIS LIVE SOCIAL MEDIA CONFERENCE 2013

#CIPRSM

@suellewellyn

#CIPRSM

Ultra Social client list

© Ultra Social Ltd

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• Over 4,000 people

trained so far –

including a few

familiar faces

Ultra Social

© Ultra Social Ltd

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Real-time news

became reality

The start of social at the BBC

© Ultra Social Ltd

The audience

knew more

than we did

7 July 2005 15 January 2009

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As soon as

anything happens

it’s all over Twitter

News travels fast,

bad news travels

faster

and the media is all

over it …and you

Real-time news

© Ultra Social Ltd

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Now everyone’s a reporter

© Ultra Social Ltd

2005 2013

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• Primary sources eg.

Eyewitnesses

• Rogue employees

• Dissatisfied customers

• Protestors/Activists

• Whistleblowers

• Official sources

Potential sources of bad news

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WTF?

© Ultra Social Ltd

• Have an answer for everything:

Who, What, Why, When, Where,

How

• Be honest, be human, be visible

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• Get your ‘Situation

Room’ ready

• Undertake a complete

Risk Assessment

• Think like a journalist

What could possibly go wrong?

© Ultra Social Ltd

http://www.dorkly.com/picture/15406/situation-room-justice-league

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1. Regret

2. Reassurance

3. Responsibilty

4. Remedy

5. Restitution

… and remember, real people = real response

5 Rs of Crisis response

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• (Mis)information overload

• Crowdsourced confusion

• Lack of verification

• Delegation of trust – people

repeating mistakes

• In times of crisis, people still turn to

trusted media institutions like the

BBC

• ‘never wrong for long’ does not

apply to one’s reputation

Lessons from Boston

© Ultra Social Ltd

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Don’t wait for disaster to strike

“It took us 5 years to change and was prompted by crisis. Others will do better by changing before a crisis hits them.”

© Ultra Social Ltd

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Thanks for listening

If you need any help

or advice, you can

find me on Twitter

@suellewellyn

Weigh up risk v reward

© Ultra Social Ltd

cipr social media conference 2013 - sue llewellyn

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