Marketing 2.0: Crisis Communications in the Social Media Era
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Transcript of Marketing 2.0: Crisis Communications in the Social Media Era
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Crisis Communicationsin the Social Media World
Shel Holtz, ABC
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Baseline: What is a PR crisis?
An unanticipated event or disclosurethat threatens your organization’s/client’sreputation
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The conundrum
Nothing’s changed Crisis principles remain unaffected
Everything’s changed Solution:
Apply crisis basics to Web 2.0 crises
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Crisis basics
The public is risk-averse The public attaches little credibility to
business advocates Media’s role is based on conflict Advocacy groups will exploit your crisis to
their own ends Emotion, not logic, is at issue
If you engage in debate, you’ll be seen as defensive
Crises are characterized by symbols
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Exxon Valdez
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Enron
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Ford Explorer/Firestone Tires
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FEMA/Katrina
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Key crisis goals Survive the crisis Present/maintain positive image Maintain constituent support Monitor / listen (a given)
Address misperceptions and misinformation Eliminate or alter the symbols
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Tylenol (at first)
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Tylenol (long-term)
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Let’s talk for a minute about your
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Evidence: Oxford study
Share values of companies responding well: Initial 4% drop Rebound Finish year 7% above pre-crisis close
Share values of companies responding poorly: Initial 10% drop Prices remain down Finish year 15% below pre-crisis close
ThatThat’’s a 22% difference!s a 22% difference!
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Evidence:Stanford Graduate School of Business
Organizations taking responsibility outperformed those that placed blame elsewhere by 14-19%
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Strategies
Respond quickly, accurately, professionally, with care
Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry”
party Note other side’s concerns Make no public confrontations Emphasize existing relationships
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The reality of crises today
Erupt with unprecedented speed An insatiable thirst for news Anyone can break news Porous boundaries between social &
mainstream media
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How fast does news break?
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What is news?
Not just major announcements or milestones Instead: Frequent, regular updates
We’re in meetings discussing it New information is emerging
These updates will drive the 140-character news cycle Without them, other content will
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Original Blog Post or TweetOriginal Blog Post or Tweet
ReTweetReTweet Blog Blog PostPost
VideoVideo DeliciousDelicious DiggDiggBlog Blog PostPost
ReTweetReTweet
ReTweetReTweet
Blog PostBlog Post
VideoVideo
DeliciousDelicious
DiggDigg
Blog PostBlog Post
ReTweetReTweet
ReTweetReTweet
Blog PostBlog Post
VideoVideo
DeliciousDelicious
DiggDigg
Blog PostBlog Post
ReTweetReTweet
ReTweetReTweet
Blog PostBlog Post
VideoVideo
DeliciousDelicious
DiggDigg
Blog PostBlog Post
ReTweetReTweet
ReTweetReTweet VideoVideo
DeliciousDelicious
DiggDigg
Blog PostBlog Post
ReTweetReTweet
ReTweetReTweet
Blog PostBlog Post
VideoVideo
DeliciousDelicious
DiggDigg
Blog PostBlog Post
ReTweetReTweetBlog PostBlog Post
Mainstream MediaMainstream Media
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Why use social media in a crisis?
It’s where people increasingly go for information Online social interaction centers around the
"emergency period" of an event – University of Colorado at Boulder
Instant updating Human voice
Accommodates public’s emotional response Produce a record Two-way communication is more credible
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Why a blog is a prerequisite
Media follow them Your critical publics read them Serves as “hub” in a hub-and-spoke model
Publish once, distribute to multiple properties
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138 total tweets138 total tweetsto 32,000-plusto 32,000-plus
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A Case Study
Scott & White (Temple, TX) Primary intake for Ft. Hood shooting victims Blood donation efforts Phones jammed with inquiries from…
Media Families Community
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Release assets into the wild
Core facts Photos on Flickr Videos on YouTube Documents on Scribd Presentations on SlideShare
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Leverage your existing relationships
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Acknowledge mistakes
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Don’t: Filter the Negative
The 100% illusion
of our publics are happy with us of the time
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Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Questions?
Shel Holtz, ABC
Phone: 415.367.3820Email: [email protected]: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizLifestream: www.shelholtz.comSkype: shelholtzTwitter: @shelholtz2nd Life: Shel WitteFriendfeed: shelholtz