Upload
dave-fleet
View
157
Download
0
Embed Size (px)
Citation preview
The Darker Side of Digital
Managing Crises on Digital Channels
Intro
DAVE FLEET EVP, DIGITAL, EDELMAN@davefleet
WHY SHOULD YOU CARE ABOUT CRISES?
“IT WILL NEVER HAPPEN TO ME”
Unexpected event
Threatens significant reputational damage
Short time to respond
DEFINING CRISES
CRISIS ARCHETYPESAT
TENT
ION
Source: Roberto Adriani
TIME
EMERGING IMMEDIATE SUSTAINED
SOURCES OF CRISES• Political pressure• Regulatory changes• Religious/cultural/
political controversies• Societal outrage
• Health scares• Hostile takeover bids• Natural disasters• Political unrest• Sabotage & extortion
• Corporate/strategic failure
• Corporate governance failure
• Fraud/malpractice• Poor employee
behaviour
• CEO dismissal• Employee
injuries/death• Industrial disputes• IT system failures• Product quality recalls
INTE
RNAL
EXTE
RNAL
ISSUE-DRIVEN INCIDENT-DRIVENSource: Charlie Pownall
DIGITAL DYNAMICS IN CRISIS SITUATIONS
NEW FLAVOURS OF CRISIS
DATA SECURITY PRIVACY ONLINE ACTIVISM
CYBER ATTACKS CUSTOMER SERVICE ISSUES
CONSUMER BACKLASH
…AND A NEW LAYER ON TOP OF OTHER VARIETIES
FRACTURED MEDIA LANDSCAPE
EVERYONE NOW HAS A VOICE
DIGITAL AMPLIFIES EMOTIONS
INTERNAL PANIC
ACCELERATED PACE
“RIGHT” vs “RIGHT NOW”
NEW PATTERNS OF MEDIA CONSUMPTION
Search
TV
Social
News-papers
Magazines
Blogs
71
69
67
45
32
28
DIRECT COMMUNICATION AT SCALE
INTEGRATING DIGITAL INTO YOUR CRISIS TOOLKIT
1. Planning and Preparation
2. Developing Issue
3. Crisis Alert4. Crisis Response
5. Crisis Recovery
6. Return to Normal
CRISIS PROCESS
THINKBEYOND SOCIAL
INTEGRATED PLANNING
Risk assessmentScenario planningIdentify team members and rolesDevelop guidelines and escalation pathsMessaging
Training and scenariosVulnerability assessmentsEstablish digital platformsIdentify influencers and stakeholdersOngoing monitoring
PREPARE NOW, BENEFIT LATER
• Speed beats smart in crises• Acknowledge the situation
• Hub information centrally• Connect emotionally… but don’t react
emotionally• Use digital channels to rebut misinformation• Data-driven decision making
RESPOND QUICKLY AND FLEXIBLY
Dave Fleet@davefleet
ANY QUESTIONS?