rod clayton

A C T I V I S M I N A C O N N E C T E D W O R L D

Public relations are a

key component of

any operation in this

day of instant

communications and

rightly inquisitive

citizens.— ALVIN ADAMS

DIPLOMAT,1804-1877

“

“

PRE-SOCIAL MEDIAI S S U E S M A N A G E M E N T

TODAY’S

CRISISENVIRONMENT

DIGITAL DEFENSE | 5

The Organisation

Itself 33%

ORIGINS OF A CRISIS

Source: Social Business Readiness, Altimeter

The Organisation’s

Customers 54%

Opposing Stakeholders 13%

DIGITAL DEFENSE | 6

Origins of Crises 2001-2011 Origins of Crises post-2011

Other 26%Facebook 14%

YouTube

22%Blog

20%

Twitter 18% Twitter 53%

Facebook 17%

YouTube 7%

Others 20%

Blog 13%

CHANNELS WHERE CRISES START

Source: Social Business Readiness, Altimeter

DIGITAL DEFENSE | 7

Human beings have always preferred images to text; text is shrinking in size and volume

Attention & mindset

Starting with the mobile phone and the instant capturingpotential it unlocks

Affordable devices & apps

A new breed of social media users and their impact on news dissemination and consumption

Ascendance of influential creators

WORDS ARE DISAPPEARING

We process visual information

60,000X faster than text.

Only 20% of what we read

is remembered.

Attention spans have fallen from 12 seconds

to 8, ONE SECOND less than a goldfish

WE’RE SHARING MORE THAN EVER

0

2

4

6

8

Dig

ital

Info

rmati

on

Cre

ate

d &

sh

are

d (

zett

ab

yte

s)

Global Digital Information Created & Shared, 2005 – 2015E

2005 2007 2009 2011 2013 2015E

MORE PHONES = MORE CONNECTIVITY

12/08 12/09 12/10 12/12 12/13 12/14E12/11

0%

5%

10

%

15

%

20

%

25

%

30

%

% o

f In

tern

et

Tra

ffic

Global Mobile Traffic as % of Total Internet Traffic

0.9% in

5/09

2.4% in

5/10

6% in

5/11

10% in

5/12

15% in

5/13

Trendline

DIGITAL DEFENSE | 11

4 contributing drivers of contagion

SOURCEAre influential voices

or popular figures

contributing to the

conversation?

AUDIENCEIs the story crossing

demographics: are

kids sharing it with their

parents? Liberals with

conservatives, etc.

MEDIUMIs the story being

told in multiple

mediums? Are

there arresting

visual elements? in

play?

MESSAGEIs there a unique

element of the story

that sets it apart?

WILL IT GO VIRAL?

MORE CHANNELS = MORE RISK

P O W E R F U L C AM PA I G N S G r e e n p e a c e : t h e m a s t e r s

DIGITAL DEFENSE | 15

P O W E R F U L C AM PA I G N S W i t w o r k s

DIGITAL DEFENSE | 16

DIGITAL DEFENSE | 17

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DIGITAL DEFENSE | 25

Respond Quickly and in the right toneFAS T R E S P O N S E AF T E R H O R R E N D O U S M I S TAK E Z A R A

Fashion Retailer Zara Pulls Kids Shirt Resembling Concentration Camp

Uniform

DIGITAL DEFENSE | 26

S U I C I D E B Y H AS H TA G B R I T I S H G A S

DIGITAL DEFENSE | 27

Respond Quickly and in the right toneR O G U E E M P L O Y E E S J C R E W

DO: REMIND YOUR

EMPLOYEES TO BE

PROFESSIONAL ON

THEIR PERSONAL

PROFILES

DIGITAL DEFENSE | 28

Respond Quickly and in the right toneR O G U E E M P L O Y E E S F I R S T C A P I TA L C O N N E C T

ROGUE EMPLOYEES

WITH SOCIAL

CHANNEL ACCESS

CAN WREAK HAVOC

ON COMPANIES’

REPUTATIONS

R O G U E E M P L O Y E E S ( Q u i s c u s t o d i e t i p s o s c u s t o d e s ? ) H M V

THINK ABOUT THE

WORDING OF WHAT

YOU SAY – CAN IT BE

CONSIDERED

OFFENSIVE?

WAT C H Y O U R W O R D C H O I C E F O O T B A L L A S S O C I AT I O N

DIGITAL DEFENSE | 31

Respond Quickly and in the right toneWAT C H Y O U R W O R D C H O I C E Te s c o

DIGITAL DEFENSE | 32

Respond Quickly and in the right toneO P P O R T U N I S M C AN B E U G LY B R O A D Y O R K S H I R E L AW

DIGITAL DEFENSE | 33

Respond Quickly and in the right toneC AR E W I T H T R E N D I N G T O P I C S D I G I O R N O P I Z Z A

JUST BECAUSE A

TOPIC IS TRENDING

DOESN’T MEAN YOU

SHOULD JOIN THE

CONVERSATION!

C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S

JUST BECAUSE A

TOPIC IS TRENDING

DOESN’T MEAN YOU

SHOULD JOIN THE

CONVERSATION!

C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S

JUST BECAUSE A

TOPIC IS TRENDING

DOESN’T MEAN YOU

SHOULD JOIN THE

CONVERSATION!

C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S

JUST BECAUSE A

TOPIC IS TRENDING

DOESN’T MEAN YOU

SHOULD JOIN THE

CONVERSATION!

C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S

JUST BECAUSE A

TOPIC IS TRENDING

DOESN’T MEAN YOU

SHOULD JOIN THE

CONVERSATION!

C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S

BEST PRACTICES

Avoid unforced errors

Be present – ensure strong relationships

Prepare in advance – plan in place, pre-prepared

content, training, simulation exercises

Establish and enforce social media guidelines

Monitor regularly

Focus on speed, accuracy and empathy

in responses

Politely but firmly correct misinformation