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On 11 December 2013, Chris Miller presented as a case study on the OZ214 6 July 2013 Asiana 777 crash at San Francisco International Airport. She also facilitated a syndicate discussion focussed on reputation management and lessons learnt in crisis communications. This was the Business Continuity Institute, ACT Forum's Christmas 2013 meeting.
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Warren Buffett Your business reputation takes 20 years to build but 5 minutes to lose
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OVERVIEW Use Asiana crash as a case study: • Scene setting • Group discussion • Feedback & wrap up
Helping build business resilience
When did you join?
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After 4 February 2004
After 21 March 2006
After 6 October 2010
After 5 May 2003
Some recent Social Media analytics: 400 million Tweets sent per day 2.5 billion content items shared on Facebook 2.7 billion ‘likes’ 300 million photos uploaded
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SOURCE: Big data & Social Media Analytics April 2013 Simplify360 Slideshare
20 December 2008 Continental 1404, Denver Tweet “Holy f****** s*** I wasbjust in a plane crash!”
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Quote source: Karen Masullo, Firestorm Anatomy of a Crisis Tweet Posted 19 July 2013
Photo source: Wikipedia and US ABC news online
A series of 3 reports by Jeannette Sutton, Carter Butts, Emma Spiro & Britta Johnson analysing tweets following the 15 April 2013 Boston bombings
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Project HEROIC is a collaborative, US National Science Foundation (NSF) funded effort by researchers at the University of Colorado at Colorado Springs & the University of California-Irvine to better understand the dynamics of informal online communication in response to extreme events. Through a combination of data collection & modelling of conversation dynamics, the project team aims to understand the relationship between hazard events, informal communication &emergency response.
http://lakshmi.calit2.uci.edu/heroicproject
THE GOLDEN HOUR is NOW less than 30 secs! ASIANA 777 CRASH AT SAN FRANCISCO INTERNATIONAL AIRPORT 6 JULY 2013
Case study for group discussion
A Google Marketing Executive
First tweet was posted within 30 seconds of the tail strike on the sea wall and while the plane was still spinning down the runway on its belly/fuselage.
http://video.ca.msn.com/watch/video/witness-to-san-francisco-plane-crash/16akl2k3l?from=sharepermalink&src=v5%253ashare%253asharepermalink%253auuids
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Posted within 18 minutes of Asiana 777 OZ 214 tail strike on SFO sea wall
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& a Samsung EVP
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http://news.yahoo.com/blogs/news/asiana-plane-crash-video-170857047.html#/comics/
Taken from across San Francisco Bay by Fred Hayes, who was videoing takeoffs & landings, including Asiana’s 777 crashing
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11.27am Asiana Airlines 777 plane Flight 214 impacts SFO sea wall 11.28am First photo from Krista Seiden, a Google employee boarding another flight hits Twitter (within 30 secs!) 11.30am Asiana Flight 214 deploys emergency slides due to a fire staring within 90 seconds of the plane coming to rest 11.45am First photo from a passenger posted on Path, Facebook and Twitter (+18 minutes) 11.56am Norwegian journalists asks for permission to use photos from posters, Krista (in the spotlight) & David (deflects). Many other requests follow. 1.20pm Boeing issues statement via Twitter 2.04pm SFO Fire Department speaks to the press 3.00pm NTSB holds press conference, and keeps updating Twitter with photos
3.39pm Asiana Airlines makes its first public statement (+4 hours 12 mins) 3.40pm White House releases statement 8.43pm First Asiana Media Release (6.43am Korea time ie +9 hours 16 mins)
Source: SimpliFlying, Slideshare “Asiana Airlines Flight OZ214 in SFO”
GROUP DISCUSSION
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YOU ARE PART OF ASIANA’S CRISIS COMMUNICATIONS TEAM REPUTATION? & LESSONS LEARNT?
GROUP FEEDBACK
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HOW TO RECOVER ASIANA REPUTATION? ANY LESSONS LEARNT?
21 Find a hero? Cabin Manager, Lee Yoon-hye
22 Most of Asiana’s 777 Flight OZ 214 crew looking shattered
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Cabin Manager, Lee Yoon-hye fronting a media conference, 10 July 2013
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Asiana Airlines President Yoon Youn-Doon arrived in San Francisco, 10 July 2013
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Melissa (Mel) Irons
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Vicky Villeneuve & Maxime Gagnon Desbiens from Quebec City
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Edward Burkhardt, Exec Chairman, Rail World Inc, interviewed on scene on 10 July after Lac-Mégantic Quebec train derailment, which occurred on 6 July 2013
http://www.youtube.com/watch?feature=player_detailpage&v=UTxSj0wemdU
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Some tips to prepare for crisis communications
1. Understand the crisis 2. Adapt the right mindset 3. Have ears everywhere 4. Develop your network 5. Set up your internal communication
platform 6. Get your crisis team in place 7. Practice! Practice! Practice!
SOURCE: Melissa Agnes Crisis Management 7 Step Guide to Preparing Your Business For a Social Media Crisis – Special Report (2012)
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Any questions or comments?
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Helping build business resilience
Chris Miller 0416 113 250 [email protected]
