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Lightning Response:Surviving the First 24 Hours of Crisis

Mike LawrenceEVP, Cone

www.coneinc.com

May 18, 2009

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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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Journalists

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Friends and Peers

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Friends and Peers

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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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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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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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Case Study: Domino’s Pizza

Note: Apology incorporates apologize and apologizes

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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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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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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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Questions?

Mike LawrenceEVP, Cone

mlawrence@coneinc.comwww.coneinc.com/whatdoyoustandfor

www.coneinc.com/brandchanneler