Social Media & Crisis: Everybody's Talking (Presentation)

8/14/2019 Social Media & Crisis: Everybody's Talking (Presentation)

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SOCIAL MEDIA & CRISIS

EVERYBODY IS TALKING

Brendan HodgsonSenior Vice President, Digital CommunicationsHill & Knowltonbrendan.hodgson@hillandknowlton.comblogs.hillandknowlton.com/brendanhodgson
mailto:[email protected]:[email protected]


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THIS IS NOW...


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THIS IS NOW...


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THIS IS NOWFacebook: 300M usersWikipedia: 60M visitors / mthYoutube: 75B videos streamedto 375M viewers in 2009

Twitter: 25M users in 20094th most popular online activity:Social networks & blogs (more than email)

900k+ blog posts are created within a single 24hr periodSocial Networks: 55.6M US adults or just less than 1/3rd of thepopulation visit social networks at least monthly


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We are living through

the largest increase inhuman expressive

capability in history.Clay Shirky

Here Comes Everybody: The Power of Organizing Without Organizations.

AT THE SAME TIME...


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JANUARY 15, 2009


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US AIRWAYS FLIGHT 15493:49 PM ET * first image appear on Flickr (within approx. 10 min of incident)* All times are approximate


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US AIRWAYS FLIGHT 1549Circa 4:00 PM ET traditional media reports begin feeding online


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US AIRWAYS FLIGHT 15494:07 pm Online media coverage reaches 30+ articles/feeds in withinminutes of crash


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US AIRWAYS FLIGHT 15494:12 pm Within 30+ minutes, video pulled from online media coverage isposted to YouTube


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US AIRWAYS FLIGHT 15494:16 pm ET Twitter moves into overdrive with hundreds of tweets on thecrash


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US AIRWAYS FLIGHT 15494:21 pm ET Multiple photostreams appear on Flickr


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US AIRWAYS FLIGHT 15494:22 pm ET Up to 90+ articles online within 40+ min


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US AIRWAYS FLIGHT 15494:23 pm ET US Airways site 45+ minutes after incident


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US AIRWAYS FLIGHT 15494:24 pm ET Continued addition of photos to Flickr 17+ added within thehour


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US AIRWAYS FLIGHT 15494:25 pm ET Already mass coverage internet-wide, (000s of mentionsacross blogs, media, forums etc.)


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US AIRWAYS FLIGHT 15494:25 pm ET - Twit pic / iPhone first mention of citizen photos throughtwitter


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US AIRWAYS FLIGHT 15494:30 pm ET The definitive image of the crisis: the original twitter post asprovided by Silicon Valley Insider


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US AIRWAYS FLIGHT 15494:30 pm ET - US Airways Site (intermittent service outages)


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US AIRWAYS FLIGHT 15494:30 pm ET Site ads are removed from main corporate site


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US AIRWAYS FLIGHT 15494:33 pm ET more images Citizen and media-generated - beginaggregating across key sites


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US AIRWAYS FLIGHT 15494:38 pm ET First statement hits US Airways site


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US AIRWAYS FLIGHT 15494:38 pm ET First statement hits US Airways site


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US AIRWAYS FLIGHT 15494:40 pm ET News articles hit 400+


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US AIRWAYS FLIGHT 15494:42 pm ET Already more than 20+ videos on Youtube primarily newscoverage (no original video coverage)


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US AIRWAYS FLIGHT 15494:45 pm ET FAA site / no mention of incident


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US AIRWAYS FLIGHT 15494:45 pm ET - already 180+ comments on national/major media article (USAToday)


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US AIRWAYS FLIGHT 15494:45 pm ET Wikipedia tracking at speed of media


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US AIRWAYS FLIGHT 1549ONGOING Live video streaming of passenger rescues / commentary / 3rdparty experts etc.


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US AIRWAYS FLIGHT 15494:50 pm ET Story leads on home page of virtually every major mediawebsite


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US AIRWAYS FLIGHT 15495:00 pm ET 2nd statement from US Airways posted to site


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US AIRWAYS FLIGHT 15495:00 pm ET 2nd statement from US Airways posted to site


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US AIRWAYS FLIGHT 1549Approx 5:00 pm ET Dark Site launched


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US AIRWAYS FLIGHT 15495:00 pm ET updates continue tofeed through major blogs / blog

publications


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US AIRWAYS FLIGHT 15495:01 pm ET personal impact statements how they or people they knowhave been directly affected


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US AIRWAYS FLIGHT 15495:01 pm ET 3rd party sites feed critical data related to incident (e.g.FlightAwares tracking of the plane)


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US AIRWAYS FLIGHT 15495:09 pm ET live streamed video press statement from CEO


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US AIRWAYS FLIGHT 15495:25 pm ET - 350+ comments within nearly 2 hours of incident


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US AIRWAYS FLIGHT 15495:45 pm ET approx. thousands of blog mentions within 2+ hours


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US AIRWAYS FLIGHT 15495:55 pm ET - diversityof observations from

Twitter re. mediacalling for eyewitnesses, spread ofimages, ambulancechasing lawyers, media

analysis etc.


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US AIRWAYS FLIGHT 15496 pm ET - third statement posted by US Airways


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US AIRWAYS FLIGHT 15496 pm ET - third statement posted by US Airways


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US AIRWAYS FLIGHT 15496:10 pm ET ex-US Airways employee Twittering on accident mis-identified as spokesperson / inadvertent brand-jacking(?)


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US AIRWAYS FLIGHT 1549Approx 6:30 pm ET Ambulance chasers move online (3 hours afterincident)


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US AIRWAYS FLIGHT 15496:30 pm ET Fourth statement transcript of CEOs media statement postedonline

US AIRWAYS FLIGHT 1549


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6:30 pm ET Fourth statement transcript of CEOs media statement postedonline



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Approx 6:31 pm ET Message posted to NYC.gov site



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6:35 pm ET Pilots web site (found and disseminated via Twitter)



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Approx 7:00 pm ET more photos emerge from citizen journalists



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As of 8:30 pm ET- US Airways FB group comes to life with messages



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Day 2 More than 39 Facebook groups celebrating the pilot



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Twitter Traffic



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Blog traffic (compared against recent Mumbai Attacks/bombings)



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Search trends (US Airways)



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DARK SITE(As of Jan 19)



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DARK SITE(As of Jan 19)

OTHER INCIDENTS


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OTHER INCIDENTS


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OTHER INCIDENTS


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WHAT THIS MEANS...


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Loss of journalistic control overInformation marketEverybody is talking

Increased opportunities to reachstakeholders beyond traditionalmedia filtersBarriers to broadcasting /narrowcasting no longer exist

WHAT THIS MEANS...


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Speed by whichissues escalate into

crises

The impact of newmedia on traditional

media

Increased noise &Commentary

Role of employees:Brand Guardians

Importance of Your

web footprint:timely, credible,

transparent

Google Effect:

The impact of digitalpermanence on

reputation

UnprecedentedTransparency

Misinformation &Speculation

Are you prepared?


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WE NEED TO ACKNOWLEDGE THENEW REALITY


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NEW REALITY...

AND START ASKING THE RIGHTQUESTIONS?


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QUESTIONS?

1. Where are you vulnerable to social media use? How do you mitigate risk?

2. How effective is your current monitoring?

3. How, when and where should you engage these new influencers?

4. How could you be more effectively using digital technology & social media todeliver your messages?

5. Do you have sufficient policies in place to guide the behavior of your employees /contractors etc.?

6. Mainstream media is still important. So how does social media change your overall

strategy?

7. Does your current response structure support this need for greater speed andtransparency?

8. How do you ensure that you remain current on this changing landscape?

FIRST PRINCIPLES


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Speed & Visibility Monitor socialmedia space Deploy Dark Site

within minutes Communicatewhen you need to not when mediadictates Know who / how

and when to reachout to

Authority &Credibility Communicatefrequently Be transparent Be human Exploit onlinestrengths video,images, text etc.

Integration &Amplification Do not ignoretraditionalchannels support them Lever partners(emergencyresponse etc.) Make contentdistributable Havecontingencies

Buy-in &Leadership All team membersmust understandnew dynamic(legal, HR etc.) Policies to guideemployeebehaviour\ Comms must lead/ learn

WHERE DIGITAL FITS


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CIM FocusMedia

EmployeesGovernments

CustomersPartners / Suppliers

General PublicActivists / NGOs Cm

mucoC

sTs

Other Influencers

Traditional MediaPrintBroadcastSpecialized/TradeDirect (In-Person)TelephoneIn-person meetingsEmployee NewslettersCollaterals / Info kits

Direct (Online)Dark SitesBlogs / vlogs / podcastsSocial NetworksRSS / SEO etc.Monitoring / Auditing (online)

Monitoring / Auditing (media/direct)
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THANK YOU

Questions?

BRENDAN HODGSONSenior Vice President, Digital Corporate and PublicAff i


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Hill & Knowlton Canada55 Metcalfe Street, Suite 1100Ottawa, Ontario K1P 6L5Tel 613-786-9953Fax [email protected]

A senior vice president with Hill & Knowltons Digital Communications group,Brendan provides strategic counsel and project leadership on all facets of digitalPR and social media activation, including social marketing, online advocacy, crisisand stakeholder relations, issues management, corporate and public affairs. Hisvalue is his ability to develop effective online strategies that integrate withtraditional communications and public affairs methodologies.Brendans 10 years experience in digital PR and public affairs, communitybuilding, employee engagement, and online issues and reputation managementencompasses a variety of sectors and issues, including campaigns for clients inthe aerospace, technology, not-for-profit, government and energy sectors.Past assignments include developing and executing digital PR and social mediastrategies for clients such as Motorola (blogger outreach, Facebook strategy, viralmarketing campaigns), Intel (online community management electronicgaming), Hewlett-Packard (blogger outreach, Facebook strategy), Petro-Canada(social media strategy, online crisis communications), Bruce Power (social mediastrategy), EnCana (social media best practices audit), WestJet (internal socialmedia activation, online crisis communications) and Molson (corporate blog /blogger outreach). Working with his team of digital PR practitioners, Brendan hasalso led online advocacy campaigns for the Canadian Association of IncomeFunds and EADS (parent corporation of Airbus), developed strategies for thecorporate web re-designs for the State University of New York at Potsdam, andthe St. Lawrence Seaway Management Corporation, and counselledorganizations across North America on social media and digital risk management

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Social Media & Crisis: Everybody's Talking (Presentation)