Download - 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
DIGITAL DEFENSE | 18
DIGITAL DEFENSE | 19
DIGITAL DEFENSE | 20
DIGITAL DEFENSE | 21
DIGITAL DEFENSE | 22
DIGITAL DEFENSE | 23
DIGITAL DEFENSE | 24
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