whats the role of social media in bcm dominique c brack, sbci
DESCRIPTION
Social media presents a pool of opportunities for the growth of businesses. It is now easier for enterprises to market their products easily and cheaply, promptly respond to customer’s enquiries, among other benefits. On the other hand, it also poses huge risks to them. It is now easier for unhappy customers to complain and share their bad experiences with anyone on the web. Former employees can spread falsehood or some company secrets that may not be fit for public ears. Competitors can easily take advantage of your company’s crisis by escalating the woes of another and throwing a minor crisis out of proportion using the social media.TRANSCRIPT
STREAM C Thought STREAM C Thought LeadershipLeadership
WHAT’S THE ROLE OF SOCIAL MEDIA IN BCM?
The two sides of Social Media: Social Media as a very specific scenario for disaster or social media
within a disaster
About meAbout me
• International Consultant– Australia/ Europe– China– Vietnam– Malaysia
Dominique C. Brack, SBCIR t lli
• Banking/ Finance• Military/ Governmentwww.Reputelligence.com
Military/ Government• Highly strategic
N di• New media
• The two sides of Social Media– Social Media as a very
specific scenario for specific scenario for disaster orSocial media within a – Social media within a disaster
WHAT IS SOCIALMEDIA? A QUICK PRIMER
Question to Question to the business?
DiscussionDiscussion
A ViewA View
ConclusionConclusion
Why me?Why me?
A RISK VIEW
Ignorance•Underestimation(lack of knowledge)
Senior Management/ Executives
DataSensibilitySensibility
Frustration•Overestimation
New Employees/ Gen Y
IT‐ Affinity
Best case
Ignorance•Underestimation(lack of knowledge)
Senior Management/ Executives
DataSensibility
Frustration
Sensibility
•Overestimation
New Employees/ Gen Y
IT‐ Affinity
Social media incidents follow a very specific pattern andy p pdynamic. Understanding the pattern and dynamic behindsocial media events and incidents can significantly improveresiliency. When does an incident become a crisis?
THE PROBLEM LIFE CYCLEresiliency. When does an incident become a crisis?
LifecycleLifecycle
Level of Influence
parti
es
•Government •BodiesCLM Zone
# in
volv
ed
•Public Media, •Politicians
•Press
•Groups
Level of Formalism in
tere
st/
#
•Activists, •Scentists
•Intellectuals
•Press
Single T d S stemic Req est Claim •Formal L t tS ttl t
Publ
ic •Academia
•$ •$•$•$ •$•$•$•$•$ •$•$•$ •$•$•$•$ •$•$•$•Personal
•Involvement
•Single Event
•Trend •Systemic •Request •Claim •Formal•Claim
•Latent•Regulation
•Settlement
Time
CLM ZoneCLM Zone
• Characteristics:– Everything is happening at light speede y g s appe g a g speed– Hyper transparency is expected
Dialogue are as important as information– Dialogue are as important as information– Within a crisis you have a million friends– There are no secrets– Update your CVp y
ResponseResponse
B f C i i D i C i iBefore Crisis During Crisis
Monitoring/ Reporting
Weekly reporting.Monitoring of all relevant media (internet print etc )
Daily or even hourly monitoring.
(internet, print, etc.)
Stakeholder Analysis
Relationship building establishing trust and credibility with supporters. Sustain
Involvement of the supporters and allies.Analysis and credibility with supporters. Sustain
and develop relationships plan and execute exercises and project. Rally with your allies. Bonding.
and allies.
Communication Strategy
Establishing a communication strategy. Identification of the key stakeholder in your industry. Train staff. Building a collaboration platform. Dark web.
Activation of the collaboration platform. Establishing communication.
p
Response Development of a company blog, website, twitter handle, YouTube etc. Manifest your social media presence. Cl i
Use of the existing communication channels and paths. Distribute information ti l d l d th di lClaim your space. timely and lead the dialog.
"THE TIME TO REPAIR THE ROOF IS WHEN THE SUN IS SHINING.“
JOHN F KENNEDY- JOHN F. KENNEDY
SELF INFLICTING/INTERNAL SOCIAL MEDIA CRISES
ExamplesExamples
Streisand Effect
ExamplesExamples
An internal crisis can turn in a heartbeat into a full blown media crisis with material damage to your company.
EXTERNAL SOCIAL MEDIA media crisis with material damage to your company.
CRISIS
DellDell
• Jeff Jarvis
• A worn out case study?• A worn out case study?
TodayToday
TodayToday
• Over 24,000 Dell employees have undergone social media training.
• Some 3,000 became internally certified to Some 3,000 became internally certified to use social media on behalf of the company (3 training courses).company (3 training courses).
• Customer service and social media • Customer service and social media responders for 11 languages.
AGGREGATION IS THE KEY WORD
ExamplesExamples
ExamplesExamples
http://www.google.com/search?q=nestle+killer&hl=en&client=firefox
ExamplesExamples
SpeedSpeed
27 Minutes Before Press
ReactionsReactions
• Even if the users shown tweeted it first, I wouldn’t believe it for a second until I heard it from a reputable media outlet, so in the end, who really cares who broke the news first?
• There are only a few things where 27 gminutes would make a difference to me; impending tsunami, foreign attack, etc.
HOW TO USE SOCIAL MEDIA FOR CRISIS MANAGEMENT
ExamplesExamples
Research In Motion•Mike LazaridisMike Lazaridis
•straightforward explanation•without offering a timeline •without offering a timeline •Tttw “apologize”: 18 seconds
ExamplesExamples
JetBlue•David Neeleman
•early adopter, 2007•130,000 stranded passengers•clearly working without a script•never explicitly apologized •lost his job a few months later
ExamplesExamples
Domino’s Pizza•Patrick Doyle
•YouTube apology•members dismissed•felony warrants for their arrest•Tttw “apologize”: 14 seconds.p g
ExamplesExamplesWho Tttw (in sec )Who Tttw (in sec.)
Skype, CEO Tony Bates 13Groupon CEO Andrew 34Groupon CEO Andrew Mason’s
34
Netflix CEOReed Hastings 17Netflix CEOReed Hastings, COO Andy Rendich
17
Eurostar CEO Richard Brown 5Eurostar CEO Richard Brown 5BP Tony Hayward 38Sony Kazuo Hirai 19Sony Kazuo Hirai 19Toyota Jim Lentz, Jon Williams 20 (240)
HOW QUICKLY CAN YOU MAKE YOUR CEO APOLOGIZE?
SOCIAL MEDIA CRISIS A VALID BCM EXERCISE ? !
HowHow
• Identify the kind of crisis you could face.– erroneous tweet – rogue employee– full scale industrial accident
• Work that across different channels like Facebook, Twitter, video channels, blogs gand online media.
• It’s about as close to managing a real crisis It s about as close to managing a real crisis as you can get.
• Adrenalin and stress levels throughout the • Adrenalin and stress levels throughout the simulation are high.
DebriefDebrief
M k i d d ll t t t t d t bl • Make copies and record all tweets, status updates, blog comments, etc.
• Keep copies of all digital communication p p g• Analyze website traffic and search volume patterns• Where did the crisis break?• When? • Where did it spread, and how?• Did your internal notification work? (who detected it first ?)• Did your internal notification work? (who detected it first ?)• How did your response protocol work?• Any supporters/ allies rising to your defense? (THX!)y pp / g y ( )• Employees informed?• Information Gap public and internal?
TipsTips
• Constantly monitor.• Key things to track:
i i
• Know the difference between a social media attack and a single – Organization name
– CEO and other high-profile people
attack and a single negative comment.
• Be able to respond in profile people– Marquee products or
services by nameS i l di t (if
Be able to respond in real time to negative publicity. Waiting a
– Social media accounts (if not tracking with social media tools)
single day can be too late.
– Your blog name– Your events
C tit
• Understand the impact that a social media attack could have on – Competitors attack could have on your company.
ContactContact
??
QAnswer
YQuest‐ions ?
Answer known
?AnswerStart
Yes Yes
NoNo
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