Presentation given on September 18th, 2012 at the 3rd International IPRA Latam congress

1. Online crisis management
Christophe Ginisty
Deputy Managing Director - Edelman EMEA
IPRA President elect, 2013
@cginisty

2. http://www.youtube.com/watch?v=_ZN28PNPP7A

3. December 19th, 2011
December 20th, 2011 3,576,412 views
December 21th, 2011 …

4. http://www.youtube.com/watch?v=4ESU_PcqI38

5. What can we learn?
An insignificant and evenpersonal
everyday’s life issue becomes
worldwide at an incredible speed

6. What can we learn?
The web has evolved
from information to
transactions to social
interactions,
transforming passive
users into active
participants.

7. Key idea
Social media explosion creates a permanent
and sometimes extravagant exposure that
raises the level of vulnerability for every
organization/personality.

8. Key elements
Conversations are
everywhere and
always on
The level of trust
dictates the online
activism
Stakeholders are
requesting more
ethical behaviors
Gamification: fighting
against a well established
brand can be seen as a
game by Internet users

9. Key elements
Conversations are
everywhere and
always on
The level of trust
dictates the online
activism
Stakeholders are
requesting more
ethical behaviors
Gamification: fighting
against a well established
brand can be seen as a
game by Internet users

10. Distrust is growing; nearly twice as many countries are now
skeptics - Fewer countries now in neutral zone
2011 2012
GLOBAL 55 GLOBAL 51
Brazil 80 > China 76
UAE 78 UAE 68
Indonesia 74 Singapore 67
China 73 TRUSTERS
India 65
Netherlands 73 Indonesia 63
Mexico 69 Mexico 63
Singapore 67 Netherlands 61
Argentina 62 Canada 58
India 56 Italy 56
Italy 56 Argentina 54 NEUTRAL
Canada 55 Australia 53
South Korea 53 < Brazil 51
Sweden 52 Sweden 49
Japan 51 > U.S. 49
Australia 51 South Korea 44
Spain 51 > Poland 44
France 50 U.K. 41
Poland 49 Ireland 41 DISTRUSTERS
Germany 44 France 40
U.S. 42 Germany 39
U.K. 40 < Spain 37
Russia 40 < Japan 34
Ireland 39 Russia 32
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64
in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE) and across 23
countries

11. Credibility of CEOs and government officials declines while
trust into peers and regular employees see dramatic rise
2011 2012
Academic or expert 70% Academic or expert 68%
Technical expert in the company 64% Technical expert in the company 66%
+22
Financial or industry analyst 53% A person like yourself 65%
+16
CEO 50% Regular employee 50%
NGO representative 47% NGO representative 50%
A person like yourself 43% Financial or industry analyst 46%
-12
Government official or regulator 43% CEO 38%
-14
Regular employee 34% Government official or regulator 29%
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how
credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible)
Informed Publics ages 25-64 in 20 country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)

12. Businesses are not meeting public’s expectations
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 67%
36% -31
OFFERS HIGH QUALITY PRODUCTS OR SERVICES 67%
48% -19
Business
Importance TREATS EMPLOYEES WELL 64%
Company 27% -37
Performance
PLACES CUSTOMERS AHEAD OF PROFITS 62%
26% -36
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 62%
28% -34
HAS ETHICAL BUSINESS PRACTICES 61%
32% -29
HAS TRANSPARENT AND OPEN BUSINESS PRACTICES 60%
27% -33
COMMUNICATES FREQUENTLY AND HONESTLY ON THE STATE OF ITS 57%
BUSINESS 26% -31
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 55%
29% -26
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 50%
30% -20
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL COMMUNITY 49%
IN WHICH THE COMPANY OPERATES 26% -23
IS AN INNOVATOR OF NEW PRODUCTS, SERVICES OR IDEAS 46%
41% -5
HAS HIGHLY-REGARDED AND WIDELY ADMIRED TOP LEADERSHIP 41%
29% -12
DELIVERS CONSISTENT FINANCIAL RETURNS TO INVESTORS 39%
23% -16
RANKS ON A GLOBAL LIST OF TOP COMPANIES, SUCH AS 'BEST 38%
COMPANIES TO WORK FOR' OR 'MOST ADMIRED COMPANIES' 31% -7
PARTNERS WITH NGOS, GOVERNMENT AND THIRD PARTIES TO ADDRESS 36%
SOCIETAL ISSUES 19% -17
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to
building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in 25 country
global total (excludes ‘Don’t Know’ responses); Q103-118. Please rate [INSERT COMPANY] on how well you think they are performing on each of the following attributes. Use a
nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box, Performing Very/ Extremely Well)
General Population in 25 country global total

13. Trust in social media explodes 2011
Informed Public
2012
Informed Public
+ 10%
29%
32% + 18%
22%
26%
+ 75 %
+ 23%
14% 16%
13%
8%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal,
somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in 20
country global total (excludes Argentina, Hong Kong, Malaysia, Singapore and UAE)

14. Distrust is growing while people’s attention
and expectations are increasing.

15. We all are followed…
>56% of US Twitter Users
are following more than 6
brands on a regular basis
(source: Twitter)

16. Internet users will praise and…punish
Source: GoodPurpose survey 2012 conducted by StrategyOne on behalf of Edelman.
8,000 customers accross 16 countries – aged 18+

17. The web will become an gigantic playground: The Gartner
Group has projected 50% of corporate innovation will be
"gamified" by 2015. Deloitte called gamification one of the
Top 10 Technology Trends for 2012.

19. Crisis “recipe”
« Always on » conversations Decline of the trust in the
followed by a massive institutions and in the
audience worldwide traditional spokespeople
Potential crisis
situations
The raise of expectations for The « gamification »
ethical behaviors and the phenomenon is a massive
ability to publicly appreciate trend for Internet users

21. Recommandations: we all need to work on 4 axis
Restore trust by
Monitor, listen and ethical behaviors Be ready to react
analyse the by being as Engage into the fast: get today the
conversations on a transparent as conversations tools that may help
real time basis possible to maintain a high you tomorrow
level of confidence