Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
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All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Summary presentation
Smart + Strategic + Unique
Summary presentation
Crisis Communications: Effective Strategies to Prevent and
Manage Digital Crises For more information or help with your crisis
communications needs, contact Ann Andrews Morris ,[email protected]
The 6th Annual Health Care Social Media Summitat the Mayo ClinicOctober 21, 2014
www.andmorecommunications.com
Overview
I. What’s at stake in a 21st century crisis?
II. Today’s social media landscape
III. Breakout session #1: Developing your own social media crisis p g yplan
IV. Lessons learned from breakout session
V. There’s a crisis, now what: How to use social media channels to save your brand and rebuild confidence
VI. How to measure the effect your social media efforts are having on your brand during a crisis
VII. Breakout session #2: Mock crisis scenario
VIII. Lessons learned from breakout session
IX. Q & A
Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
2
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
What’s at stake?
• Public safety
• Safety of your• Safety of your
employees and key
stakeholders
• Funding streams
• In short, your
organization’s entire
brand and reputation
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What put brands at risk?
• Lying, deceiving or misleading
• Being in denial and / or failing to recognize and own up to the problem quickly
• Being too slow to respond
• Leaving too many time gaps without updates
• Failing to manage stakeholders’ perceptions as well as facts
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• Allowing other parties to become the source of information
• Allowing rumors and speculation to take over facts
Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
3
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
The facts about social media
Platform Active monthly users
1.2 billion
More than 1 billion
255 million
200 million
187 million
6.7 million
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What are people sharing?
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
4
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
The facts
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Are you prepared?
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
5
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Are you prepared?
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The facts
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
6
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
What’s creating online crises?
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What’s missing?
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
7
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Doing the right thing at Emory
1. Put a face on the story
2. Refuse to be rushed when developing and distributing your message
3. Identify who will have access to the microphone
4. Make sure the sincerity is evident
5. Create hashtags
6. Remember that traditional news reporters are now working in real time
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7. Be committed to your story, work, peers, and employer
8. Avoid the spur of the moment, it’s all about training and preparation
Trying to do the right thing
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
8
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Getting it right
• They deleted the Tweet and posted an apology, that was appropriately funny.pp p y y
• Followers understood how the mistake happened, sympathized, urged others to donate to Red Cross
• Smart and successful response is now being used as good example in conference rooms
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used as good example in conference rooms across the world!
Boston Police
The situation • Confusion and panic after bombing at Boston
Marathon.
• Conflicting reports from “sources” being reported
The reaction• BPD public affairs identified Twitter as their main communication tool to
reach the public and media
• They identified key spokespeople, determined the messaging, and provided frequent updates
S d i i f i d f l i h BPD i
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• Served as community information and safety tool – with BPD sometimes having to ask people not to Tweet locations of police activity
• Twitter followers went from 55,000 to 300,000
• The feed became the go to source for information during those tenuous hours and days
Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
9
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Building your plan
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Building your plan
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
10
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Building your plan
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Sample action plan
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
11
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
What is NOT a crisis
• Rumors and complaints
• But, if you don’t want these situations to turn into crises: – Address and quash rumors in an appropriate manner
– Address and resolve complaints as much as possible.
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There’s a crisis, now what?
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Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
12
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Top-line advice
Your chances of managing the situation effectively will be far higher if you already have a strong and active online presencepresence
Transparency and authenticity are the guiding principles of online communications
Social media presents the excellent opportunity to communicate directly and instantaneously with your key stakeholders
Strategically integrate traditional and social media channels
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Do NOT have a knee-jerk reaction to any online flaming or criticism: prepare in advance, listen, reflect and quickly decide if and how to respond
Know when to walk away
Measuring your efforts
Build a list of everything that’s measureable
• Engagement, influence, impact, advocacy
T itt• Twitter:
Volume of outbound updates per day
Number of inbound Tweets per day
• Facebook:
Number of likes per day
Number of likes per update
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Number of likes per update
Number of comments per day
Number of shares
Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
13
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Measuring your efforts
• Blog:
Number of daily visitors
Number of unique visitors
Number of comments
Tenor of comments (negative, positive, neutral)
• The web:
Net positive mentions across all channels/sites
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Net negative mentions
General complaints about the brand
Measuring your efforts
• Set up monitoring tools and analytics well in advance of any potential crisis
• Establish a baseline when a particular program or campaign begins
• Create and keep track of activity timelines -- your ongoing online outreach efforts -- and measure the impact they’re having against online behavior and
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impact they re having against online behavior and opinions
Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
14
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Measuring your efforts
• Use those analytics to inform your knowledge of your stakeholders
• Listen to what they’re saying
• Build the relationships now
• Engage appropriately
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• Stay current on measurement tools
Measuring your efforts
• Stay on top of the monitoring and evaluation, it’s critical to literally have your finger on the pulse of the social media world
U l ti t d t i• Use analytics to determine:
What’s working?
What’s not working?
How can we improve?
What did we miss?
What’s next?
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What s next?
Crisis Communications: Effective strategies to prevent and manage digital crisesBy Ann Andrews Morris, AndMore Communications
The Mayo Clinic – October 21, 2014
15
All material in this presentation is, unless otherwise stated, the property of the AndMore Communications, LLC. Copyright and other intellectual property laws protect these materials. Reproduction or retransmission of the materials, in whole or in
part, in any manner, without the prior written consent of the copyright holder, is a violation of copyright law.
Connect with me!
@AndMoreComm
linkedin.com/in/annandrewsmorris/
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