Download - Crisis at the Speed of Light
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Crisis at the speed of light….
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Speed of Light: 186,000 miles per second
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You can’t know
precisely
where crisis
will come from.
That’s why it’s
called a crisis…
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Being Prepared IS Everything…
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“If you can’t get a video of your CEO on YouTube within 3 hours, anytime of day or night, you are not ready.”
Jason Baer
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Paradigm shift:
Spokesperson to media gatekeepers
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New world order:
You are not in control…
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“Technology is shifting the power away from editors, publishers, the establishment, the media elite. Now it’s the people who are in control.”
Rupert Murdoch
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Your Crisis Challenge…
Unexpected, unauthorized and vetted leakage
Damage by perception
Photos, comments, conversation that conflicts
Repurposed statements
Confusion
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The way we were….
House fire every 30 seconds in the US…
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Over $120 million in product liability lawsuits in three months…
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• Integrated response team• Senior management involvement• Legal counsel• Outside experts• Lives saved testimonials• Government agency support
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Challenge: media analysis and interpretation…
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Familiar response vehicles…
• Deep background, off record interviews• Outside expert sound bites• Press conferences• Counter-offensive media – lives saved• Satellite feeds• Reports, studies, quote-able sources • Testing demonstrations
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What’s changed?
• Time – speed of light• Media – people-driven• Who’s in control – they are
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Social Crisis Management
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The evolution of how we do business…
• Marketing – the talkers
• Customer service – the listeners
• Social media – huh?? The conversation-ers??
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93% of social media users want companies to have an on-line presence…now!
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Brand Trust Ladder
INVASIVETelemarketing,
spam
PUSHAds, promos,
direct mail
AUTHENTICExperiences
Events
VALIDATIONTrusted
Influencers
Character of
Customer Interaction
Communication ROI
Relationship Driven
Transactional
Tuned Out Engaged
Trusted
Disbelief
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The “full duplex” conversation…
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Social media is word of mouth on steroids
Social media can create and solve crises
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If Facebook were a country it would be larger than Japan.
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• As of July there were 23 million users on Twitter
• Three million Tweets per day
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Viral communication happens…
Is today your –
• Dominos• United Airlines• Motrin• Pork Board• Dell???
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Social Web alters communications landscape…
Tweets on Swine Flu exceed 10,000 per hour
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Crisis Constants…
• Perception leads reality
• Fear drives perception
• Messages/images promulgate fear
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Communication now in visual, verbal and video form is instantaneous, global, track-able, available 24/7 and permanent…
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The new rules:
What you say IS the message…
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The Good News
• Your message conveyed without filter instantly, everywhere…
The Bad News
• Not everyone will like it and you will hear about it…
Social Media
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Caution…
Transparency: if it can be known, it will!
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Social media platforms do not intersect…
It is a collection of unique city-states…
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A new strategic approach…
Flashpoint Response:
• Tweet to Tweet• On Facebook• Blog to Blog• Video to Video
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Dominoes big disconnect: press release response to a video
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Lesson #1: on-line listening now!!
• Radian6• Cision• Spiral16
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Lesson #2:
Fight fire with fire!!
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Crisis messaging:
• Humanization of leaders• Plain speaking• Empathy• Responsiveness • Honesty
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It’s about conversational communication…
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So how does this work?
• Listen• Engage• Respond• Repeat
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Your new response tool kit…
• Social media platform• Video• Podcast• Blog• Links• Photo gallery• Whitepapers• Background studies• Experts and credible third parties
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Your crisis infrastructure:
• Web platform construction in-house• Twitter embassy• Facebook presence• Listening tools and monitoring
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Your crisis team:
• Strategy experts• Message makers• Content creators• Legal
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Vital step:
Internal media policy
Parallel employee communication
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Honesty is the right policy…
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Bob Wheatley
Wheatley & Timmons, Inc
312-755-6200
Blog: brandtrailblazers.com/blog
Web: www.wheatleytimmons.com