When Bad Things Happen…

Sean McDonald

seanmcd@antseyeview.com

@iamseanmcdonald

Jake McKee

jake@antseyeview.com

@jakemckee

Who we are…

Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations.

Company Response

Easier or Harder for a company response in 2010?

Do social media and online networks help or hurt?

1982

2010

Water Disasters (1995)

Water Disasters (2010)

• Oil spill is tragic and people will talk, but how BP responded drove more mentions

Source: Radian6

Two water disasters can improve the situation

Source: Radian6

Expectations in 2010 (good or bad times)

1. Be Timely

2. Be Honest

3. Be Responsible

4. Be Transparent

5. Be Human

What could have BP done?

• Be Timely– First messages were to avoid guilt and to control

• Be Honest– Admit that size of spill is not understood in the beginning

• Be Responsible, But don’t Control– Ask for help– Invite ideas

• Be Transparent– Talk about the who is working on the ideas, what you are

doing with the ideas submitted by ordinary citizens• Be Human

– Empathetic, apologetic, disgusted, angry– NO whining– Real content

What changes do you make after losing 50% of market cap?

Source: Yahoo