P r e s e n t a t i o n b y : A l i B u l l o c k

C r i s i s C o n t r o l : C o n t a i n i n g W i d e s p r e a d o f O u t r a g e O n l i n e &

M i n i m i z i n g R e p u t a t i o n D a m a g e

I H E L P C O M PA N I E S F I G U R E O U T S O C I A L E N G A G E M E N T

S O C I A L C H A N G E S T H E O L D V A L U E S , T H E O L D N A R A T I V E S , T H E O L D W A Y S

I n 5 y e a r s w e b u i l t a b a s e o f o v e r 4

m i l l i o n f a n s o f f a n s i n 2 0 c o u n t r i e s .

I S T A R T E D T H E C X F A N P A G E O N F A C E B O O K … W I T H O N E F A N . M E .

P E O P L E . I T S A B O U T E N G A G E M E N T W I T H P E O P L E . .

I N S I G H T S : 1 9 1 2

I N S I G H T S : 1 9 1 2

- W H I S K E Y

- W E I G H T L O S S

- S U P E R F L O U S

H A I R L O S S

I N S I G H T S : 2 0 1 3

I N S I G H T S : 1 9 1 2

- W H I S K E Y

- W E I G H T L O S S

- S U P E R F L O U S

H A I R L O S S

M A N A G I N G A C R I S I S I N S O C I A L M E D I A .

D O N ’ T H A V E A C R I S I S I N T H E F I R S T P A C E

B u i l d y o u r r e p u t a t i o n o n

s o c i a l m e d i a : M e a n i n g f u l

a n d t r u e C S R

B u i l d y o u r c o m m u n i t y

( y o u ’ l l n e e d t h o s e

a d v o c a t e s l a t e r )

U s e i n t e r n a l e n g a g e m e n t

s t r a t e g i e s w i t h y o u r

e m p l o y e e s

H a v e s o c i a l m e d i a

g u i d e l i n e s

5 T R E N D S I N D I G I T A L C R I S I S M AN A G E M E N T

1 . E v e r y t h i n g h a p p e n s a t

l i g h t n i n g - s p e e d

2 . P e o p l e d e m a n d “ h y p e r -

t r a n s p a r e n c y ”

3 . D i a l o g u e a s i m p o r t a n t

a s m e s s a g e d e l i v e r y

4 . R e p u t a t i o n i s i n s o c i a l

m e d i a

5 . B r a n d d e t r a c t o r s h a v e

t h e s a m e t o o l s

E V E R Y O N E M A K E S M I S T A K E S . B E C A U S E T H E Y A R E H U M A N …

S t u p i d p o s t t o m a k e

o n a c o r p o r a t e

c h a n n e l .

E V E N T H E B E S T O F U S …

“ G R E AT D AY,

S H O O T I N G

E L E P H A N T S F O R 8

H O U R S ” - A L I

B U L L O C K , H E A D O F

C O M M S W W F

.

“ G R E AT D AY,

P H O T O G R A P H I N G

E L E P H A N T S F O R 8

H O U R S ” - A L I

B U L L O C K , H E A D

O F C O M M S W W F

S O C I A L M E D I A & S P E E D

# 1 -

S p e e d

T h e

F i r s t

2 4

H o u r s

B a d n e w s s p r e a d s f a s t e r

t h a n e v e r b e f o r e v i a

T w i t t e r , F a c e b o o k a n d o u r

c o l l e c t i v e “ l i f e s t r e a m s ”

M o n i t o r a l l r e l e v a n t

c o n s u m e r g e n e r a t e d

m e d i a , n o t j u s t t r a d i t i o n a l

m e d i a

W h e n r e s p o n d i n g t o

e m e r g i n g c r i s i s , y o u m a y

n e e d t o r e a c t f a s t – i n a

m a t t e r o f h o u r s , n o t d a y s

H a v e a s t r e a m l i n e d

a p p r o a c h a n d a t e a m i n

p l a c e

E x p e r i e n c e i n s o c i a l m e d i a

w i l l h e l p y o u r e s p o n d f a s t

Sharing

CRISISHITS

Mainstream

0 Hour

Hour 6

Hour 12Hour 18

Blogs

Hour 24

EditorialMicromedia

# 1 -

S p e e d

T h e

F i r s t

2 4

H o u r s

I N 3 0 S E C O N D S

T H I S P H O T O H A D

B E E N TA K E N A N D

U P LO A D E D T O

S O C I A L M E D I A

J O U R N A L I S T S W O R K I N G

I N R E A L T I M E

# a l i b u l l o c k # c r i s i s c o m m s

I T S A B O U T S Y M P A T H Y ,

C O M M U N I T Y & E N G A G E M E N T

A S I A N A P U T A P R E S S

R E L E A S E 8 H O U R S

L A T E R .

T H A T W O R K E D I N T H E “ O L D

W O R L D ” O F

C O M M U N I C A T I O N S .

I T T O O K A S I A N A 8 H O U R S T O S E N D O U T A P R E S S R E L E A S E . N O U P D A T E S O N S O C I A L M E D I A T O F I L L T H E V O I D …

T H I S P H O T O W A S N ’ T T A K E N B Y A P H O T O J O U R N A L I S T , I T W A S T A K E N B Y A

P A S S E N G E R .

H O W S H O U L D H A V E A S I A N A R E S P O N D E D ?

I T ’S NOT THE M ISTAKES MADE US ING SOC IAL MED IA THAT CAUSE BRANDS THE B IGGEST PROBLEMS , I T ’S HOW POORLY OR SLOWLY

THEY DEAL WITH THEM.

S A Y I N G N O T H I N G O R T A K I N G T O O M U C H T I M E T O R E S P O N D I S A S B A D A S G E T T I N G

Y O U R F A C T S W R O N G .

# 3 - D i a l o g u eG e t R e a d y f o r 2 -W a y D i a l o g u e

O n e - w a y m e s s a g i n g

d o e s n ’ t w o r k a n y m o r e i n a

w o r l d w h e r e p e o p l e c r a v e

d i a l o g u e

I n v i t i n g c u s t o m e r s i n t o a

c o n v e r s a t i o n i s t h e m o s t

e ff e c t i v e w a y t o b u i l d

g o o d w i l l a n d b r a n d

a d v o c a t e s w h o w i l l

s u p p o r t y o u i f c r i s i s h i t s

C o m m u n i c a t i n g s o l e l y

t h r o u g h p r e s s r e l e a s e s

a n d s c r i p t e d i n t e r a c t i o n s

d o e s n ’ t s a t i s f y

A s y s t e m f o r l i s t e n i n g i s

c r i t i c a l t o r e m a i n i n g

r e s p o n s i v e

# 4 - S e a r c hR e p u t a t io n s a r e B u i l t o r B r o k e n o n S o c i a l M e d i a

8 0 % o f I n t e r n e t u s e r s

s t a r t t h e i r s e s s i o n a t

s e a r c h

O r g a n i c s e a r c h i s

s e n s i t i v e t o s o c i a l m e d i a

c o n t e n t d u e t o t h e c r o s s -

l i n k i n g

G o o g l e d e l i v e r s “ u n i v e r s a l

s e a r c h ” m a k i n g m u l t i m e d i a

c r i t i c a l

D i ffi c u l t t o d i s l o d g e

c o n t e n t o n c e i t i s i n

s e a r c h r e s u l t s

O L D M E D I A A P P R O A C H

W E L C O M E T O T H E N E W W O R L D O F S O C I A L ( E V E R Y O N E H A S A C A M E R A … )

S O C I A L M E D I A P U T S Y O U R B R A N D I N T H E H A N D O F T H E C O N S U M E R .

# 5 - D e t r a c t o r sY o u r D e t r a c t o r s A r e R e s o u r c e f u l

A n i n d i v i d u a l v o i c e c a n

t r a v e l a r o u n d t h e w o r l d

m o r e e a s i l y t o d a y

S m a l l o r g a n i z a t i o n s c a n

o f t e n b e f a s t a n d n i m b l e

w i t h s o c i a l m e d i a

L i s t e n i n g t o c o n s u m e r

g e n e r a t e d m e d i a i s c r i t i c a l

E v e r y o n e i s a n i n fl u e n c e r

i n t h e i r o w n c i r c l e s , s o

t r a ffi c a l o n e c a n n o

l o n g e r b e t h e o n l y m e t r i c

f o r j u d g i n g i n fl u e n c e

A N T O N C A S E Y

A N T O N C A S E Y;

#5 - Det rac to rs

… REMEMBER .

Peop le see

EVERYTHING!

# 5 - D e t r a c t o r s… H E H A D N O S O C I A L C A P I T A L T O

U S E .

M Y E X P E R I E N C E S

B U T S O M E T I M E S Y O U N E E D C O U R A G E O N

S O C I A L M E D I A

C A T H A Y P A C I F I C V S S E A S H E P A R D“ C AT H AY P A C I F I C

P A R T I C I P A T E S I N T H E

D O L P H I N S L A V E T R A D E . ”

- S E A S H E P E R D

F R O M P I C K I N G U P T H E S T O R Y

T O P O S T I N G O N F A C E B O O K

O V E R 2 4 H O U R S P A S S E D –

T H I S W A S T O O L O N G

- W E D I D N ’ T I N F O R M S T A F F

A R O U N D T H E N E T W O R K ,

S E V E R A L O F W H O M W E R E

V E R B A L L Y A S S A U L T E D A T O U R

A I R P O R T S B Y P E O P L E A N G R Y

O V E R T H E S T O R Y.

- O U R P O S T S O N S O C I A L

M E D I A T O O K H O U R S T O G E T

A P P R O V A L S R A T H E R T H A N

M I N U T E S .

“One can imagine what Cathay Pacific officials would say about their company’s

participation in this activity. Perhaps they would tell us that it is only business, and moving

dolphins from Japan to China is legal. Let us remember Cathay Pacific’s role in this. Let us

also be informed. U.S. based American Airlines just entered into a codesharing

arrangement with Cathay Pacific. British Airways and Qantas Airlines are also in that elite

group. Perhaps those who care about the plight of dolphins should remember this when

they make business decisions about which airline to patronize..”

- SEA SHEPERD JUNE 8 2011

R I C O ’ B A R R Y W A S A B O U T T O G O O N C N N …… W E K N E W T H E S T O R Y W A S N ’ T

A C C U R A T E . B U T H O W D O Y O U

F A C E S O M E O N E A S R E S P E C T E D

A S R I C O ’ B A R R Y , O N E O F T H E

W O R L D S L E A D I N G D O L P H I N

A D V O C A T E S .

I W A S C O N T A C T E D B Y R I C

O ’ B A R R Y S F O U N D A T I O N

( T H A N K S T O M Y V O L E N T E E R

W O R K P H O T O G R A P H I N G

A N I M A L S F O R C H A R I T I E S S U C H

A S P E T A , A A F , S P C A , H K D R

A C R E S A N D W W F . )

I S P O K E T O R I C ’ S

R E P R E S E N T A T I V E S A N D G A V E

T H E M T H E F A C T S A S I H A D

T H E M T O H A N D . I W A S H O N E S T

A N D 1 0 0 % T R A N S P A R E N T .

I S A I D T H A T I F I T T U R N E D

O U T T H E S T O R Y W A S T R U E I

W O U L D R E S I G N F R O M C X . I

W A S T H A T C O N F I D E N T I N M Y

B E L I E F T H A T C X W O U L D N O T

H A V E T R A N S P O R T E D T H E S E

D O L P H I N S .

R I C D I D N ’ T G O O N C N N .

1 Y E A R L A T E R W E B R O U G H T

O U T A N E W S E T O F

G U I D E L I N E S T H A T I N C L U D E D

A B A N O N S H I P M E N T S O F

S H A R K F I N …

“Cathay Pacific holds a 32% stake in CKTS but has no direct involvement in its day-to-day

management. We will be contacting the handling agent to find out more about this

incident.”

- CATHAY PACIFIC JUNE 8 2011

S O C I A L M E D I A N E E D S A Q U I C K

& A C C U R A T E R E S P O N S E I N L E S S

T H A T 1 4 0 C H A R A C T E R S .

S E V E R I T Y 2 C R I S I S A T C X

9 . 4 0 a m

COMMS BRIEFING ON A SEVERITY 2

INCIDENT WITH A PLANE MAKING AN

EMERGENCY LANDING.

9 . 3 2 a m

CALL: “ALI, WE NEED YOU IN THE

CRISIS COMMS CENTER… NOW.”

1 0 . 1 2 a m

PEOPLE EVACUATED FROM THE PLANE AND IMAGES / POSTS START TO APPEAR

ON SOCIAL MEDIA CHANNELS.

W H A T W E L E A R N T T H A T D A Y W A S I N V A L U A B L E

O U R C R I S I S C E N T E R N E E D E D U P D A T I N G !

W E N E E D E D M O R E T H A N J U S T T H E C O R P O R A T E C O M M S

T E A M I N T H E R O O M . W E N E E D E D C U S T O M E R S E R V I C E ,

O P S A N D P E R H A P S C R I T I C A L L Y , T H E S O C I A L M E D I A

T E A M

S O C I A L M E D I A U P D A T E S W O U L D N E E D T O H A P P E N A T

T H E S A M E T I M E A S T R A D I T I O N A L M E D I A B R I E F I N G S

S O C I A L M E D I A C R E A T E D 1 0 0 T I M E S T H N O I S E O T H E R

C H A N N E L S D I D

M O V I N G F O R W A R D W E W O U L D N E E D 2 4 / 7 M A N N I N G O F

S O C I A L M E D I A A C R O S S 2 0 D I F F E R E N T C O U N T R I E S

C U S T O M E R S A N D P A S S E N G E R S U S E D S O C I A L M E D I A

F O R E N Q U I R E S A N D C O M M E N T S

C U S T O M E R S E R V I C E A N D L I S T E N I N G F O R P A S S E N G E R

O R R E L A T E D E N Q U I R I E S O N S O C I A L A S C U S T O M E R S

C O U L D N O T G E T T H R O U G H O N T H E P H O N E L I N E S

L I S T E N I N G E N A B L E D U S T O M A K E I N F O M R E D D E C I S I O N S A N D C O M M U N I C A T I O N S .

5 K E Y S T O D I G I T A L C R I S I S M A N A G E ME N T Y O U C A N A P P L Y T O Y O U R B U S I N E S S

S E T U P A L I S T E N I N G P O S T P R O G R A M

T O D A Y

G E T C - S U I T E B U Y - I N : T H E

I M P O R T A N C E O F S O C I A L M E D I A

I D E N T I F Y T H E T O P O N L I N E

I N F L U E N C E R S F O R Y O U R B U S I N E S S

( A N D B E G I N B U I L D I N G

R E L A T I O N S H I P S )

K N O W H O W Y O U W I L L “ S P E A K ”

O N L I N E ( E . G . T W I T T E R , B L O G ,

Y O U T U B E )

E S T A B L I S H S O C I A L M E D I A

E N G A G E M E N T G U I D E L I N E S A C R O S S

Y O U R M A R C O M T E A M

5 K E Y T R A I T S Y O U M U S T H A V E I N A C R I S I S

1 . C O M P E T E N C E :

HANDLE A TOUGH PRESS CONFERENCE WITH DEXTERITY? YOU’RE DEEMED COMPETENT.

LOOK UNEASY BEFORE CAMERAS? YOU’RE NOT.

2 . C R E D I B I L I T Y :

THERE’S ONE QUESTION THAT DRIVES THE PUBLIC’S PERCEPTION OF AN EXECUTIVE OR

SPOKESPERSON MORE THAN ANY OTHER: “DOES HE OR SHE GET IT?”

3 . C O M M I T M E N T

SET THE RIGHT TONE, WITH ACTIONS AND WORDS TO THE MEDIA, AFFECTED

STAKEHOKDERS AND EMPLOYEES CONSISTENT MESSAGE OF ADDRESSING AND FIXING

THE ISSUE.

4 . C A R I N G :

LITTLE MAKES THE PUBLIC TURN ON AN EXECUTIVE OR PUBLIC FIGURE IN CRISIS MORE

THAN SOMEONE WHO’S CAVALIER TOWARD ANY VICTIMS.

5 . C A P A B I L I T Y :

SHOW THAT YOU OR YOUR CEO SOLVE THE PROBLEM AT HAND

I N A C R I S I S C O M M U N I C A T I O N S

( B O T H I N T E R N A L L Y A N D

E X T E R N A L L Y ) I S E S S E N C I A L .

M O V I N G F O R W A R D

S O C I A L C H A N G E S T H E O L D

V A L U E S , T H E O L D

N A R A T I V E S , T H E O L D W A Y S .

“ T H E L I N E S B E T W E E N A L L T H E

C O M M U N I C A T I O N S P R O F E S S I O N S A R E

B L U R R I N G A N D W E S H O U L D W E L C O M E ,

E N C O U R A G E A N D H A S T E N T H E T E A R I N G

D O W N O F A N Y R E M A I N I N G W A L L S . G R E A T

I D E A S D O N ’ T K N O W W H E T H E R T H E Y ’ R E P R ,

A D V E R T I S I N G , O R S O C I A L . ”

E D WA R D B O C H E S , C R E AT I V E D I R E C T O R

THANK YOU FOR YOUR TIME.

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