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Cilian Fennell Cilian Fennell is one of Ireland’s leading communications consultants and strategic advisors. For 20 years he has worked with some of the world’s leading organisations, training and coaching their senior leaders to become more effective and engaging communicators. As a Media Trainer, Leadership Coach and Crisis Communications consultant, he works with individuals and teams across all industries, helping them define and communicate their message effectively across all platforms. Recognised for his use of storytelling and narrative strategy, Cilian is an advisor to Ireland’s leading political, business and media figures and has clients in the US, Asia, Europe and the Middle East. In previous careers, Cilian was a fisherman, a comedy promoter and Producer of The Late Late Show with Gay Byrne. He is co- founder and Director of the award-winning company, Stillwater Communications. Stillwater Communications is the Communications Lead on EU Project Slándáil which aims to understand how social media can better inform emergency responses to natural disasters.

Trust building through social media conversations

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Page 1: Trust building through social media conversations

Cilian Fennell• Cilian Fennell is one of Ireland’s leading communications consultants and strategic

advisors. For 20 years he has worked with some of the world’s leading organisations, training and coaching their senior leaders to become more effective and engaging communicators.

 • As a Media Trainer, Leadership Coach and Crisis Communications consultant, he

works with individuals and teams across all industries, helping them define and communicate their message effectively across all platforms. Recognised for his use of storytelling and narrative strategy, Cilian is an advisor to Ireland’s leading political, business and media figures and has clients in the US, Asia, Europe and the Middle East.

 • In previous careers, Cilian was a fisherman, a comedy promoter and Producer of The

Late Late Show with Gay Byrne. He is co-founder and Director of the award-winning company, Stillwater Communications. Stillwater Communications is the Communications Lead on EU Project Slándáil which aims to understand how social media can better inform emergency responses to natural disasters.

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TRUST BUILDINGThrough Social Media Communications

Cilian FennellBusiness Continuity Institute

Tuesday 12th May 2015

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© Stillwater Communications 2015

TRUST IS AT AN ALL-TIME LOW

Only 48% trust Government, Business, Media

60% of countries distrust the media

Italy 48%Germany45%UK- 38%Ireland 34%Indonesia-80%UAE

79%China77%Singapore70%

Media Trust

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Only 48% trust Government, Business, Media & NGOs

60% of countries distrust the media

© Stillwater Communications 2015

TRUST IN TRADITIONAL MEDIA

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New York Blizzard

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*Source NUI Galway

© Stillwater Communications 2015

TRUST IN SOCIAL MEDIA

They all use, but very few trust...

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WHO DO WE TRUST?

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© Stillwater Communications 2013

SITESERV

Denis O’Brien

Newstalk

Blogs/ Social Media

RTÉ

FF

Catherine Murphy

INM

Fine Gael

© Stillwater Communications 2014

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© Stillwater Communications 2015

COMMUNICATIONTraditional Media Social Media

Formal Informal

Serious Can be more playful

Knowledge Emotion

Timed Immediate

One Way Conversation

Paid Free

Event Driven Relationship Driven

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© Stillwater Communications 2015

BAD SOCIAL MEDIA

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© Stillwater Communications 2015

GAINING FOLLOWERS IN PEACE-TIME – AN GARDA SIOCHANA

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© Stillwater Communications 2015

HOW SHOULD A COMPANY BEHAVE DURING A CRISIS - ESB

Advance planning Crisis communications plan in place Content templates, establish single content source

(press release) Different channels used to spread message

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© Stillwater Communications 2015

ESB- MULTI-CHANNEL STRATEGY

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© Stillwater Communications 2015

ESB- TWITTER

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Building Trust with Social Media

• Post consistently• It’s a conversation!• Show your spirit• Be transparent• Care about something

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© Stillwater Communications 2015

Have a Plan Centralise Comms CEO Leads No vacuum Review and Learn

THE STEPS TO MANAGING A CRISIS

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© Stillwater Communications 2015

What? When? Where? Who?

INFORMATION TO CONVEY

1. What has happened?

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© Stillwater Communications 2015

Who and what affected and how? Effect on the public – road

closures, lack of availability, etc.

2. What’s the effect of what happened

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© Stillwater Communications 2015

Product recovery Investigations Notifying

3. What is being done?

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© Stillwater Communications 2015

Website Emergency number Relief agencies Next update

4. Where and when will more info be available?

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© Stillwater Communications 2015

It’s not just social media Have an online strategy Social media is immediate In a crisis, traditional wins Relationship, accuracy and experience

5 POINTS?