Embed Size (px)
Citation preview
Confidential and Proprietary1
Lightning Response:Surviving the First 24 Hours of Crisis
Mike LawrenceEVP, Cone
www.coneinc.com
May 18, 2009
2Confidential and Proprietary
Market Position:
Strengths:
Affiliation:
Mission:
28-year-old, globally recognized brand strategy and communications agency
90+ professionals with expertise in:• Crisis Prevention & Management• Corporate Responsibility• Brand Marketing• Cause Brandingsm
Member of The Omnicom Group (NYSE: OMC)
To be a catalyst for achieving better business and greater good
About Cone
3Confidential and Proprietary
Journalists
4Confidential and Proprietary
Friends and Peers
5Confidential and Proprietary
Friends and Peers
6Confidential and Proprietary
Adapted from Shel Holtz, blog.holtz.com/
Transmissions Dialogue
Control Influence
Secrecy Transparency
Deadlines Real Time
Formal/Corporate Informal/Personal
Journalists Influencers/Communities
BC AC
Crisis Communication “BC” (Before Connections) and “AC”
7Confidential and Proprietary
Day 1
•Video Posted to You Tube
0:00
•Video on “GoodAsYou” blog. Blogger notifies Dominos. VP of communications responds that security has been notified.
4:30
•Video on “Consumerist” blog
8:30
•Video link on Twitter and chatter begins
8:30
•Blog readers identify store location in Charlotte, NC using Google satellite images and email Dominos corporate
10:30
•YouTube account closed but video still visible elsewhere via copies
11:30
•Dominos Corporate tells “Consumerist” blog reader it is alerting security to the location.
11:45
•“Consumerist” blog readers alert television station in Charlotte
13:30
•Dominos Corporate tells “Consumerist” blog reader employees will be fired.
22:30
Case Study: Domino’s Pizza
8Confidential and Proprietary
Day 1
•You Tube post
0:00
•Domino’s notified
4:30
•Chatter begins
8:30
•Video on blog
8:30
•Store identified
10:30•YouTube closed
11:30
•Security called in
11:45
•TV station notified
13:30
•Employee fired
22:30
•Local news report: (Charlotte TV)
31:00•Twitter is updated by AdAge post
33:30
•Multiple national news reports (TODAY, NYT, etc.)
45:00
•Video views estimated at nearly 1 million
48:00
•Domino’s Corporate begins to post on Twitter
48:30
•Domino’s response video on YouTube, Facebook
53:30
Day 2
Case Study: Domino’s Pizza
9Confidential and Proprietary
Case Study: Domino’s Pizza
Note: Apology incorporates apologize and apologizes
10Confidential and Proprietary
Corporate Communications Initially Too Timid for a virally connected world
Need to Act is More Time Compressed - online “detectives” can sleuth as fast as you
Social Media Policy Needed for Employees
Case Study: Dominos Pizza Lessons
11Confidential and Proprietary
Total Crisis22:26:00
1:30 AM(Discovery)
7:29 AM(Response)
11:31 AM
4:55 PM
4:56 PM
6:10 PM
December 9, 2008
December 10, 2008
Jim Oakes posts Ford’s letter on The Ranger Station’s user forum, sparking comments
DAY 1
DAY 2
Case Study: Ford Legal Action Against Website
12Confidential and Proprietary
Adapted from Ron Ploof, www.ronaok.com
Monitor for Early DetectionHave an online presence and crisis plan Respond in near real-timeBe direct, transparent, and informalRespond where the action isFix what’s broken
Case Study: Ford Legal Action Against Website
Confidential and Proprietary13
Questions?
Mike LawrenceEVP, Cone
[email protected]/whatdoyoustandfor
www.coneinc.com/brandchanneler
