BOLO2010 Lawrence
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CRISIS COMMUNICATIONS AND REPUTATION MANAGEMENT IN THE DIGITAL AGE
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Stock Value Plummets 90%Trading Halted at 11:10 AM
Stock Closes Down 10% For The Day
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1. Accidental
2. Deliberate but uncoordinated
3. Organized campaigns
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CONSUMERS TRUST SOCIAL
50% Half of all online users gather news from within their social networks
37% More than a third of internet users contribute to creating news.
Source: 2010 Pew State of the News Media Annual Report on American Journalism
75% Three quarters of online users receive news forwarded via email or social networking posts
Consumers are seeking, and sharing brand information online like never before
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CONNECTING IN THE AGE OF SOCIAL
PUBLIC RELATIONS
“TRUST ME, HE’S A GREAT LOVER”
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“I’M A GREAT LOVER. I’M A GREAT LOVER. I’M A GREAT LOVER.”
ADVERTISING
CONNECTING IN THE AGE OF SOCIAL
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* Source: http://www.slideshare.net/LumensionSecurity/the-greatest-question-since-the-meaning-of-life-what-is-the-roi-of-social-media
CONNECTING IN THE AGE OF SOCIAL
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WHY DOES SOCIAL MEDIA MATTER?
• Top 8 reasons social media presents real challenges and clear opportunities for clients, businesses and organizations today.
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WHY DOES SOCIAL MEDIA MATTER?
REASON 1
• 2/3rds of the global Internet population visits social networks
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WHY DOES SOCIAL MEDIA MATTER?
REASON 2
• There are now 133 million active blogs online. 50% of professional bloggers are parents.
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WHY DOES SOCIAL MEDIA MATTER?
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BLOGOSPHERE CRISIS CASE STUDY: SIX FLAGS BANKRUPTCY
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WHY DOES SOCIAL MEDIA MATTER?
REASON 3
• Twitter now has 180 million registered users. 300,000 join every day, sending 85 million tweets every 24 hours.
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WHY DOES SOCIAL MEDIA MATTER?
REASON 4
• YouTube users watch 2 billion videos everyday. 24 hours of new video is uploaded every minute of every day by the site’s 250 million monthly visitors.
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ONLINE VIDEO CRISIS CASE STUDY: LIFELOCK
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WHY DOES SOCIAL MEDIA MATTER?
REASON 5
• If Facebook were a country, it would be the 3rd most populated in the world.
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WHY DOES SOCIAL MEDIA MATTER?
• Facebook has 520+ million users, 1.5 million business pages and 100 million mobile users
per day{ Average User Spends > 55 minuteson Facebook
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WHY DOES SOCIAL MEDIA MATTER?
REASON 6
• Customers today who make buying decisions online want to continue their brand interaction in the same medium.
• Social Customer Service cuts costs, reduces reputational damage and increases customer loyalty.
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LOGOS CAN’T TALK - CSR CASE STUDY: COMCAST
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WHY DOES SOCIAL MEDIA MATTER?
REASON 7
• Social media provides every individual and organized issue advocacy group with a free globally interconnected multi-media megaphone aimed directly at your corporate reputation.
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OVERWHELMING MAJORITY OF ADVOCACY GROUPS USE AT LEAST ONE SOCIAL PLATFORM
Thirty-three out of the 34 political advocacy groups examined use at least one social media platform, including either a Facebook page, Twitter account or YouTube channel.
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ALMOST ALL GROUPS ARE USING MULTIPLE PLATFORMS SIMULTANEOUSLY
Ninety-one percent of the political advocacy groups that use social media use Twitter, Facebook and YouTube as a means of outreach.
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INTEREST GROUPS USE SOCIAL MEDIA TO ADVOCATE POSITIONS ON LEGISLATION
• All of the political advocacy groups on Facebook and Twitter use the platforms to share views and news about specific local, state or federal legislation or regulation.
• Advocacy groups use Twitter more than Facebook to relay legislative and regulation messages.
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GROUPS USE SOCIAL TO ENCOURAGE DIRECT LOBBYING OF POLITICIANS
• Sixty-one percent of political advocacy groups on Twitter and 56 percent on Facebook use social media to encourage stakeholders to lobby politicians.
• Ninety-five percent of direct outreach posts on Twitter and 89 percent on Facebook provided phone numbers, instructions or easy to fill out forms to contact politicians.
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DIALOGUE VERSUS MONOLOGUE
On Twitter, 73 percent of political advocacy groups mentioned or directly responded to others.
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STAKEHOLDERS ARE SEEKING OUT AND CONNECTING WITH ADVOCACY GROUPS
• The average number of followers, fans, and subscribers on Twitter (4,880 followers), Facebook (32,588 fans) and YouTube (777 subscribers) highlights significant public interest in connecting with advocacy groups via social.
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ISSUE ADVOCACY CASE STUDY: GREENPEACE VS NESTLE
50,000+ Followers
500,000+ Fans
1.8 Million+ Views
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UNIONS ARE ALREADY ACTIVE
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UNION ORGANIZING CASE STUDY: NATIONAL EDUCATION ASSOCIATIONCreating multiple properties has facilitated broad stakeholder engagement
• Facebook (3 pages)– National Education Association: 7,205
“likes”, daily content updates– Speak Up For Education & Kids: 35,827
“likes”, multiple daily updates, emphasis on motivating members to force changes in education legislation
– NEA Priority Schools Campaign: 2,483 “likes”, posts directly address members and start discussions
• Twitter (3 accounts)– NEA Today: 8,405 followers– NEA Media: 682 followers– Priority Schools: 697 followers
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WHY DOES SOCIAL MEDIA MATTER?
REASON 8
• Members of Congress, the White House, U.S. and global regulatory agencies are actively engaging in social media.
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• About six out of 10 (62%) senators and representatives have Twitter accounts.
• While there are fewer Republicans in Congress, a larger percentage of them are using Twitter to communicate. 72% of Republicans have at least one Twitter account, compared with 55% of Democrats.
CONGRESSIONAL USE OF TWITTER
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DIALOGUE VERSUS MONOLOGUE
• 53% of accounts are re-tweeting content.• 59% of congressional accounts are using the “@”
function.
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WHAT’S COMING NEXT: THE WHITE HOUSE PLAYBOOK
YOUR LOGO HERE
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BEST PRACTICES: SOCIAL MEDIA CRISIS MANAGEMENT
1. Prepare - Use your peacetime to build credibility and identify your potential online brand ambassadors before you need them.
2. Integrate - Coordinate across all teams, both online and off.
3. Benchmarks - Establish clear objectives and don’t try and do “everything” at once.
4. Avoid Talking Logos - Identify and train your internal and external social media ambassadors/spokespeople early.
5. Define It – Create the visuals and the narrative during and after a crisis to define the situation before others define it for you.
6. Fix It – Over communicate actions, stop explaining and begin to articulate the next steps to fix the problem.
7. Engage - Don’t ignore criticism – answer it and claim at least ½ of the narrative.
8. Don’t Forget Employees - Define best practices for online employee communications.
9. Don’t Quit!
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Dallas LawrenceManaging DirectorTwitter: @[email protected]