STREAM C Thought STREAM C Thought LeadershipLeadership

WHAT’S THE ROLE OF SOCIAL MEDIA IN BCM?

The two sides of Social Media: Social Media as a very specific scenario for disaster or social media

within a disaster

About meAbout me

• International Consultant– Australia/ Europe– China– Vietnam– Malaysia

Dominique C. Brack, SBCIR t lli

• Banking/ Finance• Military/ Governmentwww.Reputelligence.com

dbrack@reputelligence.com

Military/ Government• Highly strategic

N di• New media

• The two sides of Social Media– Social Media as a very

specific scenario for specific scenario for disaster orSocial media within a – Social media within a disaster

WHAT IS SOCIALMEDIA? A QUICK PRIMER

Question to Question to the business?

DiscussionDiscussion

A ViewA View

ConclusionConclusion

Why me?Why me?

A RISK VIEW

Ignorance•Underestimation(lack of knowledge)

Senior Management/ Executives

DataSensibilitySensibility

Frustration•Overestimation

New Employees/ Gen Y

IT‐ Affinity

Best case

Ignorance•Underestimation(lack of knowledge)

Senior Management/ Executives

DataSensibility

Frustration

Sensibility

•Overestimation

New Employees/ Gen Y

IT‐ Affinity

Social media incidents follow a very specific pattern andy p pdynamic. Understanding the pattern and dynamic behindsocial media events and incidents can significantly improveresiliency. When does an incident become a crisis?

THE PROBLEM LIFE CYCLEresiliency. When does an incident become a crisis?

LifecycleLifecycle

Level of Influence

parti

es

•Government •BodiesCLM Zone

# in

volv

ed

•Public Media, •Politicians

•Press

•Groups

Level of Formalism in

tere

st/

#

•Activists, •Scentists

•Intellectuals

•Press

Single T d S stemic Req est Claim •Formal L t tS ttl t

Publ

ic •Academia

•$ •$•$•$ •$•$•$•$•$ •$•$•$ •$•$•$•$ •$•$•$•Personal

•Involvement

•Single Event

•Trend •Systemic •Request •Claim •Formal•Claim

•Latent•Regulation

•Settlement

Time

CLM ZoneCLM Zone

• Characteristics:– Everything is happening at light speede y g s appe g a g speed– Hyper transparency is expected

Dialogue are as important as information– Dialogue are as important as information– Within a crisis you have a million friends– There are no secrets– Update your CVp y

ResponseResponse

B f C i i D i C i iBefore Crisis During Crisis

Monitoring/ Reporting

Weekly reporting.Monitoring of all relevant media (internet print etc )

Daily or even hourly monitoring.

(internet, print, etc.)

Stakeholder Analysis

Relationship building establishing trust and credibility with supporters. Sustain

Involvement of the supporters and allies.Analysis and credibility with supporters. Sustain

and develop relationships plan and execute exercises and project. Rally with your allies. Bonding.

and allies.

Communication Strategy

Establishing a communication strategy. Identification of the key stakeholder in your industry. Train staff. Building a collaboration platform. Dark web.

Activation of the collaboration platform. Establishing communication.

p

Response Development of a company blog, website, twitter handle, YouTube etc. Manifest your social media presence. Cl i

Use of the existing communication channels and paths. Distribute information ti l d l d th di lClaim your space. timely and lead the dialog.

"THE TIME TO REPAIR THE ROOF IS WHEN THE SUN IS SHINING.“

JOHN F KENNEDY- JOHN F. KENNEDY

SELF INFLICTING/INTERNAL SOCIAL MEDIA CRISES

ExamplesExamples

Streisand Effect

ExamplesExamples

An internal crisis can turn in a heartbeat into a full blown media crisis with material damage to your company.

EXTERNAL SOCIAL MEDIA media crisis with material damage to your company.

CRISIS

DellDell

• Jeff Jarvis

• A worn out case study?• A worn out case study?

TodayToday

TodayToday

• Over 24,000 Dell employees have undergone social media training.

• Some 3,000 became internally certified to Some 3,000 became internally certified to use social media on behalf of the company (3 training courses).company (3 training courses).

• Customer service and social media • Customer service and social media responders for 11 languages.

AGGREGATION IS THE KEY WORD

ExamplesExamples

ExamplesExamples

http://www.google.com/search?q=nestle+killer&hl=en&client=firefox

ExamplesExamples

SpeedSpeed

27 Minutes Before Press

ReactionsReactions

• Even if the users shown tweeted it first, I wouldn’t believe it for a second until I heard it from a reputable media outlet, so in the end, who really cares who broke the news first?

• There are only a few things where 27 gminutes would make a difference to me; impending tsunami, foreign attack, etc.

HOW TO USE SOCIAL MEDIA FOR CRISIS MANAGEMENT

ExamplesExamples

Research In Motion•Mike LazaridisMike Lazaridis

•straightforward explanation•without offering a timeline •without offering a timeline •Tttw “apologize”: 18 seconds

ExamplesExamples

JetBlue•David Neeleman

•early adopter, 2007•130,000 stranded passengers•clearly working without a script•never explicitly apologized •lost his job a few months later

ExamplesExamples

Domino’s Pizza•Patrick Doyle

•YouTube apology•members dismissed•felony warrants for their arrest•Tttw “apologize”: 14 seconds.p g

ExamplesExamplesWho Tttw (in sec )Who Tttw (in sec.)

Skype, CEO Tony Bates 13Groupon CEO Andrew 34Groupon CEO Andrew Mason’s

34

Netflix CEOReed Hastings 17Netflix CEOReed Hastings, COO Andy Rendich

17

Eurostar CEO Richard Brown 5Eurostar CEO Richard Brown 5BP Tony Hayward 38Sony Kazuo Hirai 19Sony Kazuo Hirai 19Toyota Jim Lentz, Jon Williams 20 (240)

HOW QUICKLY CAN YOU MAKE YOUR CEO APOLOGIZE?

SOCIAL MEDIA CRISIS A VALID BCM EXERCISE ? !

HowHow

• Identify the kind of crisis you could face.– erroneous tweet – rogue employee– full scale industrial accident

• Work that across different channels like Facebook, Twitter, video channels, blogs gand online media.

• It’s about as close to managing a real crisis It s about as close to managing a real crisis as you can get.

• Adrenalin and stress levels throughout the • Adrenalin and stress levels throughout the simulation are high.

DebriefDebrief

M k i d d ll t t t t d t bl • Make copies and record all tweets, status updates, blog comments, etc.

• Keep copies of all digital communication p p g• Analyze website traffic and search volume patterns• Where did the crisis break?• When? • Where did it spread, and how?• Did your internal notification work? (who detected it first ?)• Did your internal notification work? (who detected it first ?)• How did your response protocol work?• Any supporters/ allies rising to your defense? (THX!)y pp / g y ( )• Employees informed?• Information Gap public and internal?

TipsTips

• Constantly monitor.• Key things to track:

i i

• Know the difference between a social media attack and a single – Organization name

– CEO and other high-profile people

attack and a single negative comment.

• Be able to respond in profile people– Marquee products or

services by nameS i l di t (if

Be able to respond in real time to negative publicity. Waiting a

– Social media accounts (if not tracking with social media tools)

single day can be too late.

– Your blog name– Your events

C tit

• Understand the impact that a social media attack could have on – Competitors attack could have on your company.

ContactContact

??

QAnswer

YQuest‐ions ?

Answer known

?AnswerStart

Yes Yes

NoNo

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Tell the time is up, sorry!

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