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Ogilvy On: Social Media for Crisis Management

TOPIC: A HOW TO approach to dealing with a crisis with Social Media. This is the third in a series of online trainings brought to you by The Wall Street Journal, Ogilvy and GoToWebinar. Asia Pacific director of Digital Influence Thomas Crampton moderated a presentation by Digital Influence Global Managing John Bell and Managing Director of the Global Public Affairs Practice Jamie Moeller.

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Ogilvy On: Social Media for Crisis Management

  1. Social Media for Crisis Management<br />
  2. Presenters<br />Jamie Moeller<br />Global Practice Director | Public Affairs<br />Ogilvy Public Relations Worldwide<br />John Bell<br />Global Managing Director | 360 Digital Influence<br />Ogilvy Public Relations Worldwide<br />
  3. The Executive’s GuideSocial Media for Crisis Management<br />
  4. Social Media Buzz  Traditional Media Coverage<br />
  5. How did they do? <br />
  6. AGENDA<br />5 Trends In Digital Crisis Management<br />A Digital Crisis Management Framework<br />5 Keys to Managing the Crisis<br />Next Steps<br />
  7. 5 Trends in Digital Crisis Management<br />
  8. 5 Trends in Digital Crisis Management<br />Everything happens at lightning-speed <br />People demand “hyper-transparency”<br />Dialogue as important as message delivery<br />Search reputation delivers multimedia<br />Brand detractors have the same tools<br />
  9. #1 - Speed<br />The First 24 Hours<br /><ul><li>Bad news spreads faster than ever before via Twitter, Facebook and our collective “lifestreams”
  10. Monitor all relevant consumer generated media, not just traditional media
  11. When responding to emerging crisis, you may need to react fast – in a matter of hours, not days
  12. Have a streamlined approach and a team in place
  13. Experience in social media will help you respond fast</li></li></ul><li>#1 - Speed<br />The First 24 Hours<br />Hour 18<br />Hour 24<br />Hour 12<br />Hour 6<br />Editorial<br />Sharing<br />Micromedia<br />0 Hour<br />CRISIS<br />HITS<br />Mainstream<br />Search<br />Blogs<br />
  14. #2 - Hypertransparency<br />1 Million Forensics Experts<br /><ul><li>There are no secrets anymore – don’t assume you can hide information
  15. Any individual has the power to expose what were once “private” conversations, making them public – expect what you say to be blogged
  16. Be ready to reconcile contradictory business practices
  17. Ensure any CSR efforts are sincere, defensible and authentic</li></li></ul><li>
  18. #3 - Dialogue<br />Get Ready for 2-Way Dialogue<br /><ul><li>One-way messaging doesn’t work anymore in a world where people crave dialogue
  19. Inviting customers into a conversation is the most effective way to build goodwill and brand advocates who will support you if crisis hits
  20. Communicating solely through press releases and scripted interactions doesn’t satisfy
  21. A system for listening is critical to remaining responsive</li></li></ul><li>#3 - Dialogue<br />Get Ready for 2-Way Dialogue<br />
  22. #4 - Search<br />Reputations are Built or Broken in Search<br /><ul><li>80% of Internet users start their session at search
  23. Organic search is sensitive to social media content due to the cross-linking
  24. Google delivers “universal search” making multimedia critical
  25. Difficult to dislodge content once it is in search results</li></li></ul><li># 4 - Search<br />Reputations are Built or Broken in Search<br />
  26. #5 - Detractors<br />Your Detractors Are Resourceful <br /><ul><li>An individual voice can travel around the world more easily today
  27. Small organizations can often be fast and nimble with social media
  28. Listening to consumer generated media is critical
  29. Everyone is an influencer in their own circles, so traffic alone can no longer be the only metric for judging influence</li></li></ul><li>Detractors<br />Your Detractors Are Resourceful <br />
  30. Digital Crisis Management: A Framework<br />
  31. A Framework<br />Digital Crisis Management<br />
  32. <ul><li>MONITOR
  33. Before the Crisis
  34. Establish weekly social media monitoring to complement existing media monitoring reports.
  35. Reports should include analysis of discussion, topline charts or visuals, and clip sheet of the most relevant “hits” across social media (blogs, message boards, micromedia, multimedia, soc nets)
  36. After the Crisis Hits
  37. Expand weekly monitoring reports to daily or hourly reports
  38. Include response recommendations to take action against</li></li></ul><li><ul><li>CULTIVATE
  39. Before the Crisis
  40. Create an Influencer Map to know where your promoters and detractors live online
  41. Consider influencer engagement campaigns during non-crisis times to develop relationships that could be revisited if needed
  42. After the Crisis Hits
  43. Engage influencer in your rapid response efforts as needed: be personal
  44. Monitor pre-identified detractor sites and apply messaging strategy to determine appropriate response</li></li></ul><li><ul><li>PREPARE
  45. Before the Crisis
  46. Develop crisis messaging and adapt it to social media venues
  47. Identify and train marcom staff for social media
  48. Set up online crisis collaboration site
  49. Design and build a crisis dark site
  50. After the Crisis Hits
  51. Turn on dark site or messaging on home page, and use collaboration site to communicate around the crisis in real time</li></li></ul><li><ul><li>RESPOND
  52. Before the Crisis
  53. Develop your brand’s presence & voice on the social Web – a corporate blog, Twitter handle, Facebook page, YouTube channel…
  54. After the Crisis Hits
  55. Actively update home page or dark site
  56. Consider using video to deliver a human message
  57. If corporate, use social web platforms to respond – these are most effective when they are well established and active prior a crisis </li></li></ul><li><ul><li>PROMOTE
  58. Before the Crisis
  59. Build list of keywords (negative and positive) to use for SEO/SEM (Search Engine Optimization/Search Engine Marketing)
  60. Explore leveraging or creating online advertising
  61. Identify potential multimedia responses (photo, video) and key players necessary to create them
  62. After the Crisis Hits
  63. Deploy a keyword buy across major search engines
  64. Create and optimize a variety of multimedia content to help tell your story in multiple ways
  65. Advertise online with crisis messaging (as appropriate)</li></li></ul><li>5 Keys to Digital Crisis Management<br />
  66. 5 Keys to Digital Crisis Management<br /><ul><li>Set up a Listening Post program TODAY
  67. Get C-Suite buy-in on the importance of social media
  68. Identify the top online influencers for your business (and begin building relationships)
  69. Know how you will “speak” online (e.g. Twitter, Blog, YouTube)
  70. Establish Social Media Engagement Guidelines across your marcom team </li></li></ul><li>Motrin: How did they do?<br />C<br /><ul><li>Train your marcom teams in social media
  71. Don’t launch campaigns on a Friday
  72. Make sure you are monitoring through the weekend
  73. Listen first (and test your ideas)
  74. Build relationships w/influencers now
  75. Don’t overreact – find opportunity in crisis</li></li></ul><li>Find Us<br />AsiaDigitalMap.com<br />360 Digital influence Asia Pacific Regional Blog with frequently updated information on social media in APAC.<br />theDailyInfluence.com<br />360 Digital influence Asia Pacific Regional Blog with frequently updated information on social media in APAC.<br />
  76. Thank You<br />John H. Bell<br />Global Managing Director | 360° Digital Influence<br />Ogilvy<br />email john.bell@ogilvypr.com<br />blog: http://johnbell.typepad.com<br />Jamie Moeller<br />Global Practice Director | Public Affairs<br />Ogilvy<br />email jamie.moeller@ogilvypr.com<br />blog: http://www.theintersection.com<br />Thomas Crampton<br />Regional Director - Asia | 360° Digital Influence<br />Ogilvy<br />email thomas.crampton@ogilvypr.com<br />blog: http://www.asiadigitalmap.com<br />