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Brooke McMillan, online community manager at the Livestrong Foundation, on her organization’s response to founder Lance Armstrong’s public acknowledgement of his doping allegations: “We had six days’ notice before the Oprah interview. We had six days to prepare. This was a moment in time where everybody had their eyeballs glued to the foundation. What are they going to do? What are they going to say? Are they going to go away? It’s like this one massive case study in the making. Having that real-time communication, and asking people their stories and how the foundation has helped them, and then reminding people who we are and what we do, that was very important during those six days leading up to the Oprah interview, as well as during everything afterward.”
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LIVE TIME: Crisis Management July 16, 2013
Brooke McMillanOnline Community ManagerLIVESTRONG Foundation
WHO WE ARE.WHAT WE DO.
Who We Are. What We Do.
Who We Are. What We Do.
Who We Are. What We Do.
Who We Are. What We Do.
OUR ONLINE COMMUNITIES
Our Online Communities
• YouTube/LIVESTRONGArmy
•Blog.LIVESTRONG.org
•Flickr/LIVESTRONGArmy
•Facebook/LIVESTRONG
•Twitter/LIVESTRONG
•Instagram/LIVESTRONG Foundation
Our Online Communities
Our Online Communities
CRISIS TIMELINE 2012
2012
•October 10: USADA report released
•October 15: Foundation 15th Anniversary Weekend
•October 17: Lance steps down as Chairman
•October 22: Lance stripped of titles
•November 4: Lance resigns from board
•November 14: Foundation official name change final
2013
•October-November
2012
•What is Important to the Community
JANUARY 2013
2013
•January 8: Oprah announces. Foundation learned at same time as the world
•January 14: Lance apologizes to LIVESTRONG Foundation staff. Minutes later Lance tapes interview with Oprah where he confesses
•January 16: Foundation issues statement in advance of Lance’s Oprah Interview
•January 17: Part 1 of Lance’s interview with Oprah(@LIVESTRONG tweets minutes before the show)Foundation sends house file email with shareable graphic
•January 18: Part 2 of Lance’s interview with Oprah
The Foundation had six days to prepare
2013
•Dispelling Rumors
2012
•Letting People Share Their Opinions
2013
•Protecting the Community
2013
•Promoting Our Work In Their Words
2013
•Letting Them Grieve
2013
•Give Them Something to Share
TRANSPARENCY
Transparency
•Arm Your Advocates:
Transparency
•Our Voice Series:
Our Voice Series:
Transparency
•Share The Good News:
Transparency
“DON’T TAKE IT PERSONALLY”
Don’t Take It Personally
•Unless It’s Personal
Don’t Take It Personally
•Unless It’s Personal
THANK YOU
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