Engaging during a Social Media Crisis
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Transcript of Engaging during a Social Media Crisis
@NicoleMatejic
Organisations need to become far more resilient to what is said about them on social media… “
”
@NicoleMatejic
•increased sales by 15%•85 million children reached•brand goodwill generated? Priceless
LEGO 2014 report card:
840k + 850k468k +13 million +over 7+ accountsover 14+ pages over 4+ accounts on one channel
@NicoleMatejic
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Accept that failure is part of the process. Manage expectations.
Succeed despite, don’t fail because.
Build your social storytelling capabilities before you need them.
@NicoleMatejic
The Comfort ZoneWhat types of media are your executives using for business as usual communications?
@NicoleMatejic
MassPopulation
The Inversion of Influence
18
Authority & Influence
Influence
Authority
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total.
85% of population
48 Trust Index
15% of population
60 Trust IndexInformed Public
Source: Edelman 2016 Trust Barometer
@NicoleMatejic
On social media it’s less about what you say and more about how you make people feel.
“”
@NicoleMatejic
71
69
67
45
32
28
Search
TV
Social
Newspapers
Magazines
Blogs
Influence of Peer-Driven Media
Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 19
Percent who use each media source several times a week or more
2 of top 3 most-used sources of news and information are peer-
influenced media
General Population
Source: Edelman 2016 Trust Barometer
@NicoleMatejic
OTTAWA — Prime Minister Justin Trudeau greeted a planeload of weary Syrian
refugees landing in Toronto early Friday, telling the first to disembark that “you’re safe at home now” as he handed them
winter coats.
@NicoleMatejic
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Social media connects with people’s emotions:use this during a crisis to communicate with intent.
You can’t become a trusted storyteller during a crisis.
Outrage is manufactured. Don’t let your response to it be anything but authentic.
Marketing
Public Relations
Customer Service
Community Engagement
•Demographics•Geographical reach
•Audience Segmentation
•Audience behaviours
•Optimal posting cycles
@NicoleMatejic
@NicoleMatejic
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Real time sentiment analysis.
Early warning indicators.
Map risk for strategic preparedness.
@NicoleMatejic
With social media data you CAN nudge people toward your objective.
Without social media data, you’re taking a shotgun approach to your social communications.
@NicoleMatejic
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Tell your own story or someone else will.
Start and be open to conversations that matter.
Think content.
@NicoleMatejic
Think Crisis ContentWhat types of content are you planning on using during crisis communications?Are you operating in ‘The Comfort Zone?’
@NicoleMatejic
Breaking Bad.Sell your own scandal
1INTERNAL COMMS COMES FIRST
2 SAY SORRY & MEAN IT
3 DRIVE YOUR NARRATIVE
@NicoleMatejic
Influence
The Inversion of Influence
48
Influence& Authority
Authority
Old Model
‣ Elites have access to more/better information
‣ Elites’ interests interconnected with those of mass
‣ Becoming an “elite” open to all
New Reality
‣ Peer-to-peer influence more powerful than top-down
‣ Increasing distrust among mass population
‣ Mass movements based on dissatisfaction and urgency
The Divide
‣ Democratization of information and more information
‣ High-profile revelations of greed and misbehavior
‣ Income inequality
Source: Edelman 2016 Trust Barometer
@NicoleMatejic
50%
6761
5346
3946
4034
3026
78
65 6255
4944 42
3732 31
My friendsand family
An academicexpert
Companiesthat I use
Employees ofa company
A companyCEO
A journalist A well-knownonline
personality
Electedofficials
Celebrities Companies I don’t use*
Every Voice Matters
Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.
* Asked as “Brands I don’t use” in 2015. 46
Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016
+11
General Population
+10
2015 2016
Source: Edelman 2016 Trust Barometer
@NicoleMatejic
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The way you present information makes it newsworthy.
The way you set an agenda and frame content, makes it influential.
The way you amplify that content sets you apart from the online crowd.
@NicoleMatejic
Do you have a #CrisisComms plan?What are your 3 top organisational pain points?
What is your “zombie” apocalypse?