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Dark sites are becoming an increasingly important part of a company’s crisis communications plan. Pages, microsites, and whole 'command and control' crisis centres are increasingly ready and waiting for potential disasters to strike. Because when crises erupt, the communication often evolves at a frightening pace, with that pace being driven by social. This session, led by NASDAQ OMX, looks at dark sites in general but also on building in proactive social tools with those sites so crises-related conversations can be monitored, steered and hopefully contained.
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© Copyright 2011, The NASDAQ OMX Group, Inc. All rights reserved.
ON THE DARK SIDE
Social Media in a Corporate Context
15 November 2012
WHY NASDAQ OMX?
THE DARK SIDE
Measure a crisis by the impact it could
have on your organization
Manage two things:
1. The Information
2. The Message
Respond Quickly
Take responsibility
Be accessible
Be honest
CRISIS MANAGEMENT FIRST PRINCIPLES
THE VICIOUS CIRCLE OF COMMUNICATING IN A CRISIS
Lack of accessible information
No time to formulate consistent messages
Time absorbed answering
phone calls
Journalists call
THE CIRCLE OF SUCCESS WITH MULTICHANNEL MESSAGING
Website, email and social
channels used to keep media
informed
Journalists are able to self –
service for key information
Comms team able to reduce
low value inbound calls
More time to plan response and formulate
messaging
THE 3 P’S OF CRISIS COMMUNICATION:PEOPLEPLATFORMPOLICY
PEOPLE
• Right team in place• Who’s the key audience?• Empower staff on social media
PLATFORM
• Familiar• Fire-power• Secure• Multi-channel distribution• Analytics
POLICY (REPRODUCED FROM SOCIAL MEDIA INFLUENCE HTTP://HTTP://SOCIALMEDIAINFLUENCE.COM/)
Keep it simple
DARK SITE – THE CRISIS EXPRESS LANE
• Home/Statement page• Social media feeds• Key information/FAQ• Media area• Contact details• Site map
MARKETING THE SITE – AN OWNED MEDIA CHANNEL
CONTROL THE MESSAGE – WHAT’S REAL?
FINALLY – DON’T ACCIDENTALLY HIT ‘PUBLISH’
Sam Cookney
Associate Director, Communications and Marketing
NASDAQ OMX
Mobile: 07785 615 653
THANK YOU!
PHOTO CREDITS – CREATIVE COMMONS LICENSE VIA FLIKR
Dark side of the moon
http://www.flickr.com/photos/d3l/3681854235/
Nelson's Column, Trafalgar Square
http://www.flickr.com/photos/kevinpoh/6920255769/
Dive
http://www.flickr.com/photos/joeshlabotnik/516341295/
Statue of Liberty
http://mashable.com/2012/10/29/fake-hurricane-sandy-photo
