digital crisis communication management
TRANSCRIPT
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2005 2013
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Research by Forrester
905m users compared to just 15m in 2010
Sales: 122m 2012 rise to 381m 2017
BYO and company-issued increasingly important
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August Headline with tablets predicted to overtake PCs in December (84.1 Tablets v 83.1 PCs)
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2012-2017: Tablet growth predicted to slow as large screen smartphones (phablets) become the norm
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Crowdsourced through Kickstarter
Their most successful project ever: Raised more than $10 million from 85,000 backers
April to August 2013: 275,000 orders (190,000 pre orders)
Wearable technology: Pebble
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Wearable technology
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Two photos every minute to give a view of your day!
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GOV.UK – Digital transformation
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Accountability
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Cyber bullying
Department for Education:
“The law is clear, what is illegal offline is also illegal online.”
Association of Chief Police Officers Media Officer, Andy Trotter:
“Responsibility for abuse on social networks is shared between the social media companies, the police and the users of those sites.”
“Where there is harassment against an individual, that should be referred to the police. Very serious campaigns that some people continue suffer are something the police will take action over.”
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Real time news becomes reality… As soon as anything happens it’s all over Twitter
News travels fast…bad news faster; the media is all over it and you
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The Dangers of Social Media
(Mis)information overload
Crowdsourced confusion
Lack of verification
Delegation of trust – people repeating misinformation
But in times of crisis people still turn to the trusted voices of the BBC, ITV1, Channel 4 News, as the oracles – choose them as a collaborator if possible
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One: Get your Comms Team together
Have a well-trained, dedicated Response Team with practice scenarios once a term
Be on Twitter – it’s a valuable news source and a good way to manage your message
If the organisation has more than one account, it should be clear which is the official news channel reporting on behalf of the establishment; this should be managed by a fully trained member of staff
If staff are using any social media in a personal capacity, declare a ‘response embargo’ on anything to do with the situation
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Two: Social media crisis comms toolbox Decide:
1 Who has sign off on social media channels in a crisis
2 How your tone of voice and messaging will present
3 Resource for social platform/s management over several days
Plan and Implement:
1 Pre-crisis: Initial event: Maintenance: Resolution: Evaluation
2 Create case studies as useful training exercises for staff
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Three: Social Media is transparent…have an answer for everything
ALWAYS think like a journalist
Who? What? Why? When? Where? How?
Be honest
Be human
Be visible
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Four: Be effective digital crisis communicators
1 Quick to first response – illustrate immediately awareness of the situation, investigating and taking control
2 Establish and update a single source of truth and become the reliable voice
3 Remember stakeholders: ALWAYS inform staff first and then parents; remember pupils now use Twitter
4 Tap into digital partners and the community help to carry your message
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Five: Remember the Five Rs
1 Regret
2 Reassurance
3 Responsibility
4 Remedy
5 Restitution (Reputation)
Important to remember using digital: Real people = Real response
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It should marry seamlessly with the organisation’s Vision, Aim, Goals and Objectives
It should form an integral part of the organisation’s traditional PR, Communication and Marketing strategy
It should have its own set of Goals to support other PR and comms activity to help deliver the organisation’s Objectives
In the very near future, everything will be digital; we should all be prepared for this
And finally…digital is not a separate entity
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