Crisis Communication and social media (Amsterdam May 14th. 2013)

Crisis management and digitalMuseumNext, Amsterdam, 2013

Linea Hansen & Charlotte S H Jensen

What is a crisis?

• Threat to humans, animals or valuables in your museum

• Threat towards the reputation of the museum

• Be as open and honest as possible

The classical 3 rules of crisis management

• React quickly

• Convey a consistent message

• What is being done to stop or diminish damages

The core information

• Damage or injury to people (animals, objects)?

• Has the accident been stopped?

• Vandalism towards The Jelling Stone (2011)

The past 6 years

• Theft of The Golden Horns (2007)

• Archaeologist attacked by wild polar bear (2010)

• The Amber Bear Fraud (2011)

• Political debate on non-exhibition of scalps (2012)

• Arson at The Resistance Museum (2013)

2007

• We did 5 ”stand-alone” pressreleases on web

The Golden Horns: a very ”classical” aproach

• We were ”available”

• We provided webpages with content for others (pictures, facts)

• We held a press-conference

• We monitored

No SEONo ”long-term awareness”No social sharing

2007

There is a longer tail

2007

2011

• We monitored

The Amber Bear Fraud: still visible today

• We broke the news ourselves

• We made sharable content

No social sharing

2011

Google serch in stealth mode

2011

A catch 22 on videos…

Made with YouTube stats

2011

2013

• We had little dialogue

The Fire: a more transmedia approach

• We did no pressreleases on the day

• Our first digital platforms were Twitter and Facebook, then web

• We did bilingual

• We monitored

No visualLittle dialogue

2013

Our webvisits of the day (April 28th)

Made with Google Analytics

2013

Search Interest

Made with Google Trends 2013

Our webvisits of the day (April 28th)

Number

Visits to website in total 7,216

Source: Google organic 3.829

Came through searches like ”frihedsmuseet”, ”frihedsmuseet københavn” etc. 1413

Accessed page for ”Frihedsmuseet” (2.915 as landingpage) 3.886

Accessed newspage about the fire (560 as landingpage) 1.423

Made with Google Analytics

Our tweets of the day (April 28th)

Tweet Time RT´s Potential reach

Brand på Frihedsmuseet. Ingen personskade, men brandvæsnet arbejder stadig med slukning. Vi vender tilbage når vi kan sige mere.

06.27 am 11 5.799

Opsummeringen om branden på Frihedsmuseet var her (vælg at se vores website som desktop)

08.25 am 3 982

Fire at The Resistance Museum 11.05 pm 5 1.596

Godt nyt: to tredjedele af genstandene fra #frihedsmuseet er nu hos konservatorerne. Hidtil er intet gået tabt

04.46 pm 3 2.118

...og kæmpe STOR tak til brandfolk, politi, politihjemmeværn og alle andre, der har hjulpet ved#frihedsmuseet idag <3

04.53 pm 7 8.133

Good News: Head of Conservation confirm, that so far no artefacts or records have been lost in fire

05.00 pm 15 21.181

....and we send a HUGE thanks to firefighters, police and all others who has helped save objects from #ResistanceMuseum

05.00 pm 8 9.086

Made with Twitonomy – own followers excluded

Our status´es of the day (April 28th)

Status Time Like Share Comment Reach

Der har været brand på Frihedsmuseet i nat. Der er ingen personskade, men brandvæsnet er stadig i gang med at slukke og redde genstande. Når vi ved mere, vender vi tilbage.

06.38 am 38 23 62 7.836

Det er ikke så meget mere, vi véd, men der er nu lagt en lille opsummering på vores website.

08.31 am 33 24 23 7.132

Brandvæsnet arbejder fortsat ved Frihedsmuseet, men efter hvad vi véd nu, ser det ud til, at stort set alle genstande er reddet. (- and btw we also have an update in English on our website

11.49 pm 152 35 22 8.160

Godt nyt: Nationalmuseets Bevaringschef bekræfter, at hidtil intet er gået tabt ved branden på Frihedsmuseet….

16.48 pm 826 85 40 21.352

Sidste update på en dag, der endte bedre, end vi havde turdet håbe: Ingen personskade, alle genstande & arkivalier ser ud til at kunne restaureres. En meget STOR tak til alle redningsfolkene

19.33 pm 395 25 20 6.900

Made with Facebooks stats – April 28th 23.30

An overview of the day (April 28th)

Accessed newspage about the fire on web (560 as landingpage) 1.423

Tweet with largest potential reach on Twitter (lowest reach 982) 21.181

Status with largest reach on Facebook (lowest reach 6.900) 21.352

Toblerone or Ayers Rock?

What are the take-aways?- and is there room for improvement?

Comparison

Use 2007 2011 2013

Pressreleases as main communication (print/web) x (x) -

Pressconference x - -

Infosite on web as main channel (x)

Lasting content on other platforms - x (x)

Facebook as main channel x

Twitter as main channel - - x

Made with Facebooks stats – April 28th 23.30

Hey… what about dialogue?

• Ideal: answer and give recognition to all

• Are there limits to openness?

Visual communication

• Does visual have a new place in crisis management

• All the practical stuff

• Prepare for the dialogue

Remember

• Include digital and social in crisis management

• Give press- and digital officers a clear mandate

Can more that one access relevant networks?Does your webeditor have a backup?Do you have portable hardware?Do you have rechargeables?

Worst case: Do you have an emergency website?

Remember

• Do not forget internal communications

• Support and protect colleagues

• Hashtags may become important part of your crisis strategy

• Today -or tomorrow- visual and live will play a much larger role

Suggested take-ways

• Crisis management is transmedia today

• A crisis lasts forever on the web

Spørgsmål

Connect with us@lineaha@charlotteshj