Managing the uncontrollable: Crisis management in the age of social media

||© Copyright 2010 Dow Jones and Company

Managing the Uncontrollable: Integrated Communications in the Age of Social Media

Social or not – It’s Media RelationsManaging effective communicationsLeveraging smart tools to make smart decisions

Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv


Social Media still growing strongly: 24 percent year-on-year

Source: The Nielsen Company; Reach and Usage by Country / Apr 2010 (Home & Work)


Twitter is more popular in Japan than in the US, Facebook basically not relevant

Source: The Nielsen Company; Reach and Usage by Country / Apr 2010 (Home & Work)

3 %62%

16.3 %9.8 %

JapanUSService / % of internet users


Social Networking – It’s NOT just kids!Popular Social Networks like Japanese Mixi reach across age groups

9.4%

53.8%

7.3%

7.4% 2.1%

Age 10~19Age 20~29Age 30~39Age 40~49Age 50

Source: Japan Mobile SNS Study 2010


Social Media Relations: Everything Changes!?

Everything ChangesEverything ChangesIt’s about two-way conversationsYou’ve to deal with more channelsWe HAVE to listen and understand what’s said about us!

What about those negative comments and posts?The game get’s so much faster

Nothing ChangesNothing ChangesYou’ve to managerelationshipsSo it’s wires, print, broadcast – and social mediaYou already: monitor and analyze your media coverage

Not every negative comment means a crisis Already forgot newswires? Look at trends over time


Social Media Relations: Everything Changes!?

Everything ChangesEverything ChangesIt’s about two-way conversationsYou’ve to deal with more channelsWe HAVE to listen and understand what’s said about us!

What about those negative comments and posts?The game get’s so much faster

Nothing ChangesNothing ChangesYou’ve to managerelationshipsSo it’s wires, print, broadcast – and social mediaYou already: monitor and analyze your media coverage

Not every negative comment means a crisis Already forgot newswires? Look at trends over time

Dealing with (Social) Media is an ART:

AuthenticRelevant

Transparent

Dealing with (Social) Media is an ART:

AuthenticRelevant

Transparent


Nestlé's social media crisis

Nestléunwillingly put public

attention to Greenpeace's

video campaign




video campaign

Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page




video campaign


Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”





video campaign




Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)





video campaign






Key learnings:

Control? Don't use lawyers to take things off the Internet

Admit it, stop it, and apologize

Customerscriticizing you are telling you something very valuable




video campaign






Key learnings:

Control? Don't use lawyers to take things off the Internet

Admit it, stop it, and apologize. FAST!

Customerscriticizing you are telling you something very valuable

What are your Rules of Engagement?

A crisis response protocol?How fast can you react?

Who decides?

What are your Rules of Engagement?

A crisis response protocol?How fast can you react?

Who decides?


The majority of all crises come from within an organization.


Reputational Risk: It’s all about perception...

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

YOU?


Reputational Risk: It’s all about perception...

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

YOU?

If a crisis happens:Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin


Monitor Analyse Discover

research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

Engage

& pinpointbetter the influential

Use smart tools along your workflow!

Communications Objectives & Strategy

||© Copyright 2010 Dow Jones and Company 17

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffet

What’s the Buzz? Monitor


What are the Issues?

Break it down:

The best way to manage crises is

to understand and manage issues.

Monitor Analyse


Introducing: MEDIA MONITOR for Factiva.com

Communications professionals can conduct on-the-fly research and do-it-yourself (DIY) media analysis of news and trends in both traditional and social media.

They can monitor emerging issues and trends by creating and saving interactive charts to dashboards.


Analyse

Who are they talking about?

When is it happening?

What is the chatter about?

What’s going on?


Where does aCRISIS happen vs.

where does it start?

How does the story play out in traditionaland social media?

How bad (good) is it?

If you need to look deeper Analyse


Research-on-Demand

Management loves compelling report.

Do you love compiling them from scratch?

Analyse


Discover

iPhone

Discovery Issues in Time to Act: Toyota Crisis’ Key Topics

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”


Discover

iPhone

Change: Mainly Positive Topics Now for Toyota!

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”


Link content (news, posts) with the creators (journalists, bloggers)

Quickly access everything you need to make decisions and contact the right influencers

What they’re writing about…What they’re writing about…

…and how to contact them…and how to contact them

Engage and understand the influencers

For most industries, PRINT is still king!

Engage


Traditional Media Content: More than 25,000 publications and Web sites; 159 countries, 23 languages

Social Media Content: Millions of blogs and social media sources, including boards and consumer review sites

Do-it-yourself media analysis: Enter just a few keywords to get instant media analysis presented in interactive charts

Visualisation: Save interactive charts on up to three dashboards so that you can monitor topics for as long as they stay in the news cycle.

Research-on-Demand: Benchmark or analyze issues, events, campaigns. Monitor issue/crisis impact on stakeholders, leveraging Dow Jones’ MediaLab’s global expertise and resources.

Managing the UncontrollableLeverage Dow Jones’ Tools and Expertise


Questions?

Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv

Thank you.

Managing the uncontrollable: Crisis management in the age of social media

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Transcript of Managing the uncontrollable: Crisis management in the age of social media