This document appears to be a presentation about social media and crisis communications. It discusses how news now spreads rapidly on social media, with many potential sources of information. It emphasizes the importance of being prepared for crises, having a plan to respond quickly through the "5 Rs", and learning from past examples like the Boston Marathon bombing where misinformation spread initially. The overall message is that organizations need to change how they use social media for crisis situations before a disaster occurs to respond effectively.

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THIS
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SOCIAL MEDIA CONFERENCE 2013
11 JULY, LONDON #CIPRSM

2. SHARE THIS LIVE
SOCIAL MEDIA CONFERENCE 2013
#CIPRSM
@suellewellyn

3. #CIPRSM
Ultra Social client list
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4. #CIPRSM
• Over 4,000 people
trained so far –
including a few
familiar faces
Ultra Social
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5. #CIPRSM
Real-time news
became reality
The start of social at the BBC
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The audience
knew more
than we did
7 July 2005 15 January 2009

6. #CIPRSM
As soon as
anything happens
it’s all over Twitter
News travels fast,
bad news travels
faster
and the media is all
over it …and you
Real-time news
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7. #CIPRSM
Now everyone’s a reporter
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2005 2013

8. #CIPRSM
• Primary sources eg.
Eyewitnesses
• Rogue employees
• Dissatisfied customers
• Protestors/Activists
• Whistleblowers
• Official sources
Potential sources of bad news
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9. #CIPRSM
WTF?
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• Have an answer for everything:
Who, What, Why, When, Where,
How
• Be honest, be human, be visible

10. #CIPRSM
• Get your ‘Situation
Room’ ready
• Undertake a complete
Risk Assessment
• Think like a journalist
What could possibly go wrong?
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http://www.dorkly.com/picture/15406/situation-room-justice-league

11. #CIPRSM
1. Regret
2. Reassurance
3. Responsibilty
4. Remedy
5. Restitution
… and remember, real people = real response
5 Rs of Crisis response
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12. #CIPRSM
• (Mis)information overload
• Crowdsourced confusion
• Lack of verification
• Delegation of trust – people
repeating mistakes
• In times of crisis, people still turn to
trusted media institutions like the
BBC
• ‘never wrong for long’ does not
apply to one’s reputation
Lessons from Boston
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13. #CIPRSM
One more slide to come!
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• Tips • Tips

14. #CIPRSM
Key lesson from Egypt etc
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15. #CIPRSM
Don’t wait for disaster to strike
“It took us 5 years to
change and was prompted
by crisis. Others will do
better by changing before
a crisis hits them.”
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16. #CIPRSM
Crisis what crisis?
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17. #CIPRSM
Thanks for listening
If you need any help
or advice, you can
find me on Twitter
@suellewellyn
Weigh up risk v reward
© Ultra Social Ltd