CIPR Social Summer - Social Media & Crisis Management - Simon Collister
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CIPR Social Summer - Social Media & Crisis Management - Simon Collister
- 1. #CIPRSM #CIPRSM Social Media & Crisis Management Simon Collister 8th August 2013 SOCIAL SUMMER
- 2. #CIPRSM #CIPRSM • Social media crises: definition and context • Social media crisis planning and management • Notes from experience • Over to you… Session outline
- 3. #CIPRSM #CIPRSM • Recognise what is a social media crisis and understand how it differs from traditional crises • Understand the basic processes and practices necessary to plan and manage a social media crisis • Recognise some top tips learnt from experience What we’ll learn
- 4. #CIPRSM #CIPRSM Social media crises: definition & context
- 5. #CIPRSM #CIPRSM “a point of great difficulty or danger to an organisation possibly threatening its existence and continuity, that requires decisive change” (Cornelissen 2004) What is a crisis?
- 6. #CIPRSM #CIPRSM Altimeter Group refine social media crisis based on a) the role social media plays and b) the possible range of impacts on an organisation: “An issue that arises in or is amplified by social media, and results in negative media coverage, a change in business process, or financial loss.” (Owyang 2011) Defining a social media crisis
- 7. #CIPRSM #CIPRSM Greenpeace vs Nestle
- 8. #CIPRSM #CIPRSM Nestle vs Everyone?
- 9. #CIPRSM #CIPRSM Generating negative media
- 10. #CIPRSM #CIPRSM Forcing business changes
- 11. #CIPRSM #CIPRSM Impacting the share price
- 12. #CIPRSM #CIPRSM Social media crises are rising (Owyang 2011)
- 13. #CIPRSM #CIPRSM • The majority of social media crises are level 1 or 2 crises • Much more common than big events such as Nestle’s Palm Oil More specifically (Owyang 2011) Source: 50 social media crises occurring Jan 2001 – Aug 2011, Al=meter Group
- 14. #CIPRSM #CIPRSM Occurring on all platforms (Owyang 2011)
- 15. #CIPRSM #CIPRSM With multiple causes (Owyang 2011)
- 16. #CIPRSM #CIPRSM New causes? (Owyang 2011)
- 17. #CIPRSM #CIPRSM • More multimedia information available than ever before • Sources are often from personal networks and thus more trusted vs media or brands • News cycle is compressed; Golden few minutes vs ‘Golden Hour’ • Traditional media can’t compete (which gives opportunities) Social media crises are different
- 18. #CIPRSM #CIPRSM Lions & the #londonriots
- 19. #CIPRSM #CIPRSM • Twitter broke, disseminated and corrected rumour within 36hrs Self-‐correcting mechanism
- 20. #CIPRSM #CIPRSM Social media crisis planning and management
- 21. #CIPRSM #CIPRSM “Failure to prepare is preparing to fail” (John Wooden) Our starting point
- 22. #CIPRSM #CIPRSM 1. Establish foundations 2. Plan and prepare 3. Manage effectively 4. Post-‐crisis evaluation Crisis planning
- 23. #CIPRSM #CIPRSM • Owyang (2011) identifies creating “baseline governance” as a core feature of ensuring an organisation’s “social readiness” • A social media policy is essential: “a set of principles created by an organisation to help employees understand the boundaries and desired do’s and don’ts [sic]” (Griffiths 2012) 1. Create foundations
- 24. #CIPRSM #CIPRSM “Too often organisations think about social media policies as a list of restrictions. But having clear guidelines can also help employees understand ways they can use social media” (Boudreaux in Griffiths 2012) Policies empower employees
- 25. #CIPRSM #CIPRSM • Integrated with broader corporate policies • Emphasise respecting others’ points of view • Emphasise disclose of identity • Reinforce personal responsibility • Err on the side of caution • Remind internet is permanent record • Keep records (‘audit trail’) Key features?
- 26. #CIPRSM #CIPRSM • Check out the CIPR’s Social Media Best Practice Guide • A huge list of of sample social media policies can be found at: www.socialmediagovernance.com Getting started
- 27. #CIPRSM #CIPRSM • Audit your online brand presence • Register your brand’s Twitter profile, even if you aren’t using it • Think negatively… and grab social profiles and URLs that could be used against you, e.g. @DellHell; www.YourBrandisShit.com Grab your domains
- 28. #CIPRSM #CIPRSM • Audit your social channels’ moderation and ‘Terms of Use’ policies • These advise users what content is acceptable, what isn’t and when you reserve the right to remove content • Put them in place if they aren’t already Is moderation in place?
- 29. #CIPRSM #CIPRSM Also check out…
- 30. #CIPRSM #CIPRSM a. Define and iden=fy stakeholders b. Monitoring set-‐up and implementa=on c. Agree decision-‐making processes 2. Plan and prepare
- 31. #CIPRSM #CIPRSM Head of Communica=ons Social media manager Data/research analyst? PR manager Digital marke=ng manager a) Identify internal stakeholders Agency? PR? Social Media? SEO? Adver=sing?
- 32. #CIPRSM #CIPRSM What about…? Business unit managers? Human Resources? Legal? CEO?
- 33. #CIPRSM #CIPRSM • Identify and establish relationships with the following before a crisis happens: 1. Influential online communities (e.g. fan or customer communities) 2. Influential bloggers (supporters and detractors) 3. Key journalists (journalists still use social media and traditional media drives social media) External stakeholders
- 34. #CIPRSM #CIPRSM b) Start monitoring • dsd
- 35. #CIPRSM #CIPRSM • Monitor your brand and other relevant key words to identify emerging issues • Monitor your key online influencers • Feed back crisis developments into search terms; a crisis is a rapidly changing scenario Monitoring: key tasks
- 36. #CIPRSM #CIPRSM • Monitoring done well can prevent or give warning of an impending crisis • Get your search key words right and ready in advance, e.g. “Marks and Spencers”; Marksies; “Marks and Sparks” Monitoring can give you early warning
- 37. #CIPRSM #CIPRSM • Google Alerts are good, but not always enough • Set up searches of blogs, forums, Twitter, etc • Grab the RSS feeds and get real-‐time insights • Consider paid-‐for tools to help you Monitoring tools
- 38. #CIPRSM #CIPRSM • Free download from: http:// www.slideshare.net/ CIPRPaul/cipr-‐guide-‐to-‐ social-‐media-‐monitoring Make sure you read this…
- 39. #CIPRSM #CIPRSM • Make sure you know your key online influencers (stakeholders)… • Read their blogs, forums, newspapers, etc regularly • Subscribe to their RSS feeds to stay up-‐to-‐ date in real-‐time Monitoring influencers
- 40. #CIPRSM #CIPRSM • Create a framework that enables decisions to be made quickly and easily in a crisis situation • Agree necessary actions and key stakeholders in advance • Know who and how to escalate issues, e.g. when do you alert the CEO? How do you alert them – email, phone, SMS, etc? c) Decision-‐making processes
- 42. #CIPRSM #CIPRSM • A R.A.C.I. framework can be helpful in identifying which internal stakeholders should become involved in crisis management Escalation chart
- 43. #CIPRSM #CIPRSM 3. Managing a crisis • No experience like **real** experience…
- 44. #CIPRSM #CIPRSM a. Pause and assess b. Modify content/editorial plan c. Engage socially d. Monitor and repeat Key actions
- 45. #CIPRSM #CIPRSM • Can be done informally – but you need to be ‘under the skin’ of your organisation and know your stakeholders’ likely response intimately • Or you can adopt a formal approach, e.g. Likelihood/ Impact model; or ‘home-‐made’ scale agreed with key internal stakeholders, e.g. product complaint vs major reputational damage to brand a) Assessing a crisis
- 46. #CIPRSM #CIPRSM Likelihood/Impact matrix
- 47. #CIPRSM #CIPRSM • There are no hard and fast rules for pausing and assessing so getting the balance right is important • Pause too long and you might get criticised for ignoring the growing crisis • Respond too quickly and you might get criticised for being too insensitive or may miss newer developments in fast changing situation Be sensitive to the situation
- 48. #CIPRSM #CIPRSM • “Make sure all the pieces fit together. While you might be dealing with the aftermath of a crisis through social media, it is important to make sure that output in other channels isn’t inadvertently sabotaging these efforts.” (McDonald 2010) b) Modify content plan
- 49. #CIPRSM #CIPRSM • Not always relevant, but getting your message to the top of Google results isn’t quick or easy • In a crisis where speed is essential paying for sponsored content on Google (i.e. advertising) can help give you visibility • Quick and easy to turn on and off (providing preparation has been undertaken) Think about paid marketing
- 50. #CIPRSM #CIPRSM • ds Paid search in action
- 51. #CIPRSM #CIPRSM • Social media is a *social* medium so geYng content tone and style right is important c) Engage socially
- 52. #CIPRSM #CIPRSM Think beyond text statements
- 53. #CIPRSM #CIPRSM • Turn to your onside stakeholders and encourage them to help you get the word out • Consider including them in media briefings; bloggers will get information out faster than media • Media also increasingly turning to curating social content in breaking situations (e.g. Guardian live-‐ blogs) Mobilise advocates
- 54. #CIPRSM #CIPRSM Not forgetting more traditional influencers
- 55. #CIPRSM #CIPRSM • Many employees will be using social media and potentially talking to friends and family without considering the visibility of their information • Depending on whether you want to limit or mobilise your workforce, remind them of the social media policies • Consider providing them with a briefing and content Don’t forget employees
- 56. #CIPRSM #CIPRSM • Ensure you continue to monitor for developments and new opportunities to respond or engage • Don’t forget to track #hashtags d) Monitor and repeat
- 57. #CIPRSM #CIPRSM • Debrief with key stakeholders • Capture key insights: – Keywords used for search adver=sing – New problem topics to feed into social media monitoring – Opera=onal problems to fix before the next crisis (e.g. did your decision tree work? Could you contact the CEO?) – Assess the community reac=on to crisis ac=vi=es – Iden=fy the effec=veness of different tac=cs 4. Post-‐crisis evaluation
- 58. #CIPRSM #CIPRSM Notes from experience
- 59. #CIPRSM #CIPRSM • Meta = meaning ‘within’ • Social media can trigger a crisis within a crisis • This poses unseen problems for PR professionals that aren’t 100% social media savvy What about meta-‐crises? Nestle’s inappropriate response actually triggered and exacerbated a further, meta-‐crisis
- 60. #CIPRSM #CIPRSM • Another important consideration for managing social media crises is technology • Technology is still an issue for traditional crises but arguably plays a more critical role in social media as it is often the only or central channel to reach publics • Again, brands are still learning from experiences. Technology challenges
- 61. #CIPRSM #CIPRSM • Some platforms, e.g. Facebook, apply automatic detection systems to hold or even delete offensive content • Great under normal circumstances but can be a major issue when your organisation is under scrutiny as it looks like you might be censoring content which can exacerbate your crisis 1. Auto-‐moderation
- 62. #CIPRSM #CIPRSM • Twitter actually places a daily limit on the number of tweets an account can make • It’s currently set at 1,000 and fine under normal situations but not during a crisis • E.g. O2’s data-‐leak crisis 2. Twitter’s Tweet Limits
- 63. #CIPRSM #CIPRSM • What are your experiences? • What do you want to share? Over to you…
- 64. #CIPRSM #CIPRSM • Cornelissen, J. (2004) Corporate Communications: Theory and Practice. London: Sage. • Griffiths, G. (2012) ‘Social media guidelines: creating freedom within a framework’ in Waddington, S. ed. (2012) Share This: the social media handbook for PR professionals. Chichester: John Wiley & Sons Ltd. • McDonald, N. (2010) 6 Steps to Social Media Crisis Recovery. We Are Social. [Online] Available at: http://wearesocial.net/blog/2010/09/6-‐steps-‐social-‐media-‐crisis-‐recovery/ • Owyang and Li (2011) Social Readiness Report: How Advanced Companies Prepare. Altimeter Group. Available at: http://www.slideshare.net/jeremiah_owyang/social-‐readiness-‐how-‐advanced-‐ companies-‐prepare • Webber, A. (2012) Guarding the Social Gates. Altimeter. [Online] Available at: http://www.slideshare.net/fullscreen/Altimeter/guarding-‐the-‐social-‐gates-‐the-‐ imperative-‐for-‐social-‐media-‐risk-‐management/1 References
- 65. #CIPRSM #CIPRSM Thank you for attending Find out more at cipr.co.uk/social-‐summer SOCIAL SUMMER