rod clayton
TRANSCRIPT
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A C T I V I S M I N A C O N N E C T E D W O R L D
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Public relations are a
key component of
any operation in this
day of instant
communications and
rightly inquisitive
citizens.— ALVIN ADAMS
DIPLOMAT,1804-1877
“
“
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PRE-SOCIAL MEDIAI S S U E S M A N A G E M E N T
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TODAY’S
CRISISENVIRONMENT
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DIGITAL DEFENSE | 5
The Organisation
Itself 33%
ORIGINS OF A CRISIS
Source: Social Business Readiness, Altimeter
The Organisation’s
Customers 54%
Opposing Stakeholders 13%
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DIGITAL DEFENSE | 6
Origins of Crises 2001-2011 Origins of Crises post-2011
Other 26%Facebook 14%
YouTube
22%Blog
20%
Twitter 18% Twitter 53%
Facebook 17%
YouTube 7%
Others 20%
Blog 13%
CHANNELS WHERE CRISES START
Source: Social Business Readiness, Altimeter
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DIGITAL DEFENSE | 7
Human beings have always preferred images to text; text is shrinking in size and volume
Attention & mindset
Starting with the mobile phone and the instant capturingpotential it unlocks
Affordable devices & apps
A new breed of social media users and their impact on news dissemination and consumption
Ascendance of influential creators
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WORDS ARE DISAPPEARING
We process visual information
60,000X faster than text.
Only 20% of what we read
is remembered.
Attention spans have fallen from 12 seconds
to 8, ONE SECOND less than a goldfish
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WE’RE SHARING MORE THAN EVER
0
2
4
6
8
Dig
ital
Info
rmati
on
Cre
ate
d &
sh
are
d (
zett
ab
yte
s)
Global Digital Information Created & Shared, 2005 – 2015E
2005 2007 2009 2011 2013 2015E
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MORE PHONES = MORE CONNECTIVITY
12/08 12/09 12/10 12/12 12/13 12/14E12/11
0%
5%
10
%
15
%
20
%
25
%
30
%
% o
f In
tern
et
Tra
ffic
Global Mobile Traffic as % of Total Internet Traffic
0.9% in
5/09
2.4% in
5/10
6% in
5/11
10% in
5/12
15% in
5/13
Trendline
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DIGITAL DEFENSE | 11
4 contributing drivers of contagion
SOURCEAre influential voices
or popular figures
contributing to the
conversation?
AUDIENCEIs the story crossing
demographics: are
kids sharing it with their
parents? Liberals with
conservatives, etc.
MEDIUMIs the story being
told in multiple
mediums? Are
there arresting
visual elements? in
play?
MESSAGEIs there a unique
element of the story
that sets it apart?
WILL IT GO VIRAL?
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MORE CHANNELS = MORE RISK
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P O W E R F U L C AM PA I G N S G r e e n p e a c e : t h e m a s t e r s
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DIGITAL DEFENSE | 15
P O W E R F U L C AM PA I G N S W i t w o r k s
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DIGITAL DEFENSE | 16
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DIGITAL DEFENSE | 17
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DIGITAL DEFENSE | 18
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DIGITAL DEFENSE | 19
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DIGITAL DEFENSE | 20
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DIGITAL DEFENSE | 21
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DIGITAL DEFENSE | 22
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DIGITAL DEFENSE | 23
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DIGITAL DEFENSE | 24
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DIGITAL DEFENSE | 25
Respond Quickly and in the right toneFAS T R E S P O N S E AF T E R H O R R E N D O U S M I S TAK E Z A R A
Fashion Retailer Zara Pulls Kids Shirt Resembling Concentration Camp
Uniform
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DIGITAL DEFENSE | 26
S U I C I D E B Y H AS H TA G B R I T I S H G A S
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DIGITAL DEFENSE | 27
Respond Quickly and in the right toneR O G U E E M P L O Y E E S J C R E W
DO: REMIND YOUR
EMPLOYEES TO BE
PROFESSIONAL ON
THEIR PERSONAL
PROFILES
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DIGITAL DEFENSE | 28
Respond Quickly and in the right toneR O G U E E M P L O Y E E S F I R S T C A P I TA L C O N N E C T
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ROGUE EMPLOYEES
WITH SOCIAL
CHANNEL ACCESS
CAN WREAK HAVOC
ON COMPANIES’
REPUTATIONS
R O G U E E M P L O Y E E S ( Q u i s c u s t o d i e t i p s o s c u s t o d e s ? ) H M V
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THINK ABOUT THE
WORDING OF WHAT
YOU SAY – CAN IT BE
CONSIDERED
OFFENSIVE?
WAT C H Y O U R W O R D C H O I C E F O O T B A L L A S S O C I AT I O N
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DIGITAL DEFENSE | 31
Respond Quickly and in the right toneWAT C H Y O U R W O R D C H O I C E Te s c o
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DIGITAL DEFENSE | 32
Respond Quickly and in the right toneO P P O R T U N I S M C AN B E U G LY B R O A D Y O R K S H I R E L AW
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DIGITAL DEFENSE | 33
Respond Quickly and in the right toneC AR E W I T H T R E N D I N G T O P I C S D I G I O R N O P I Z Z A
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JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S
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JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S
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JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S
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JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S
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JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G T O P I C S B E N E F I T C O S M E T I C S
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BEST PRACTICES
Avoid unforced errors
Be present – ensure strong relationships
Prepare in advance – plan in place, pre-prepared
content, training, simulation exercises
Establish and enforce social media guidelines
Monitor regularly
Focus on speed, accuracy and empathy
in responses
Politely but firmly correct misinformation