Crisis CommunicationsMonitor your Most Important Assets

Case Study Of A Luxury Brand

Agenda

New Crisis Communications landscape

Crisis Communications vs Reputation Management

How to track Reputation/CC effectively on the web?

– Who

– What

– When

– Where

– How

Business Case: International Luxury Group

Context

Our client, a leader in the luxury business, had to deal with:

A crisis: One of its brands has launched a limited edition of one of its products, dedicated to a high profile

national figure in a local market. Local Media and Social Media denounced it to protect their national hero, who was an active supporter of a simple way of life. The brand was forced to freeze the launch of this product.

An opportunity:A Chinese couple, traveling in Paris, had a very good experience with a sales representative from

one of their Boutiques. On their return to Beijing, they posted a positive review on relevant forums. The boutique manager received more than 100 phone calls from China a few hours after the reviews had been posted. Everyone now wants to deal with this sales representative.

Before Social Media…

Limited number of sources

1.Press & mass media

2.Web

3. Official documents

4.Intranet

5. Informal networks

Limited number of stakeholders

1.Customers

2.Employees

3.Providers

4.Regulatory bodies

5.Government bodies

6.Audit & Advisory firms

After Social MediaNew Stakeholders

1.Customers

2.Employees

3.Providers

4.Regulatory bodies

5.Government bodies

6.Audit & Advisory firms

7.Professional associations & networks

8.Media

9. Activists

10.NGOs…

New Sources…

1.Press & mass media

2.Web

3. Official documents

4.Intranet

5. Informal networks

6. Blogs

7. Forums

8. Facebook

9. Twitter…

New SUBJECTS to deal with

1.Strategy

2. CSR

3. Innovation

4.Compliance

5. Product quality

6. Governance

7. Leadership

Local NGOWebsite

BBC

Whistle Blowera.k.a.

security guard,employee

Press Releaseor Conference

withLocal Media

Local NGO

Local News

Blog Translators

Press Releaseor

ConferenceInternational

NGOs

InternationalMedia

InternationalBlogs

InternationalNGO Website

Day 1Day 6-7

Day 4-5

Day 8: A Bad Day at Headquarters

A Bad Day at HQ

Aligned HQ & Markets Global PR & Product PR

Objective:1 – Provide HQ with worldwide clippings consolidation platform2 – Provide HQ with consistent media analysis throughout all markets3 – Provide markets with PR operational solution to enhance productivity & efficiency

Challenges:1 – Integrate 17+ clipping providers worldwide2 – Organize indexation + valuation services in 25 languages3 – Reduce analysis costs – 110 000 clips

Benefits: 1 – Weekly exhaustive media analysis & pressbook (inline)2 - Risk analysis3 - Product & Event AVE analysis4 – 100% automated process

Phase 1

International PR Project Cartier

HQ & Markets Global PR Solution

Objective:1 – Provide HQ with worldwide monitoring platform2 – Provide HQ with consistent analysis throughout all markets online/offline3 – Provide markets with communications operational solution to enhance productivity & efficiency

Challenges:1 – Different risks/opportunities across countries, cultures and languages2 - Myriad of online monitoring local providers and agencies3 – Too much information

Benefits: 1 – Weekly exhaustive media analysis & pressbook (inline)2 - Emerging Risk Analysis3 - Product & Event AVE analysis4 – 100% automated process

Phase 2

Proactive management strategies can yield a competitive advantage

Latent/ emerging issue

Public issue Politicized issue

Legislative/ Regulatory issue

Traditional Public Affairs/ Lobbying initiatives

Stakeholder Engagement Zone

Broad Communication Zone

Traditional PR

Stakeholder and Issue Engagement Lifecycle

Issue Cycle

Early Warning Zone

Issue Response Strategy

1. Reduce uncertainty in the planning process

2. Select highest impact issues3. Gain additional lead time4. Transform trends into

opportunities5. Attune to emerging societal

expectations

Corporate Opportunity

Proactive corporate communications programs

New Challenges, New Solutions

Connect to the right Stakeholder Audience

Orchestrate Effective National & Global

Infrastructure

Measure Communications

Success

Identified

Collected

Tiered

Maintained

+=

Communications Management Platform

Enabled teams and processes

Proactive engagement

Increased impact of communication

Measurable success

Corporate CommunicationsPortfolio

Crisis intelligence or reputation?

Crisis Intelligence

Reputation

Objectives

Monitoring and Analysis of the Crisis

Understand Stakeholders Perceptions

Value of Information

INSIGHT CREDIBILITY RELEVANCE

IMPACT INFLUENCE SEGMENTATION

Who, What, Where, Where, How

How to effectively trackyour reputational risk in

times of crisis?

Corporation

Business Opportunity / Risk

Media

coverage

Government

leniency

Employees

commitment

Customers

loyalty

Community

legitimacy

NGO/ Activists

advocacy

Investors

capital

Who?

Connected to Stakeholders

Comprehensive centralised database of government, academic, NGOs and other stakeholders

Customized and segmented by role, organization, priority, etc

Custom ‘On-demand’ audience collection service

Automatically refreshed and updated

Country Level

Local

Level

What?Market outlooks

Development

Strategies

Safety

HR

Ethics and

Values

Communication

Actions

Employment

CSR

Financial

Performance

Company

Where?

Where?

EDITORIAL

MIX

UGC

Personal, activist blogs…

Forums, newsgroups & BBS

Social Networks

Twitter – Experts

Twitter – personal accounts

Professional & expert blogs

Wikipedia

Analyst Research

Participatory Journalism

Online Press Specialized press

Corporate, institutional

websitesSpecialized

websites

Comments

How?

Listen to pertinent signals!

Smart Indexing Technology qualitatively enriches

information and allows users access to relevant

selected topics.

Measure your reputational impact!

Automatically calculate the sentiment of articles

in your target languages (including Mandarin,

Arabic and Russian) allowing users to measure

reputational impact.

Monitor sources which deserve it!

An Influence Rating provides a rank and weight to

online material to measure the impact of these

sources. Based on specific parameters it allows

users to segment dedicated website sources where

you and your competitors are positioning.

Track your Reputation Worldwide!

Your technology should be familiar with Latin

and Non-Latin characters and alphabet enabling

competitive intelligence professionals to track

and measure their markets and reputation in these markets

Multilingual Monitoring

Sentiment AnalysisSmart Indexing Technology (SIT)

Influence Rating (IR)

Engagement with Stakeholders Offline

•Online engagement platform to outreach on crisis scenarios•Drive fast, personalized mass communications•Push Technology, flexible outreach (email, mail, fax, SMS)•Web based for access anywhere •Relationship tracking and history

Policy update

Latest

research

pieceEvent invite

Happy

B-day

Fast, Personalized mass communicationsPush Technology, Flexible sending (email, mail, fax, SMS), Mass-customization (names, titles, protocols, etc)

Event ManagementEx. Speaking Tours, seminars, Key Opinion Leader Liaison programs

Project / Campaign managementRoles, owners, content, activities, targets, etc

Brand, data, issue, product, crisis driven communications leveraging:• Trade shows• Opinion Leader Liaison

programs • CSR campaigns &

materials• Diamond awareness

programs• Communiqués• Mailings• Road shows (speaker

tours)• Information meetings• Seminars• 1:1, 1: few meetings

Educate | Inform | Motivate | Activate | Maintain

A 3-step approach

…

EDITORIAL

ZONE MIXTE

UGC

Personal, activistblogs…

Forums, newsgroups & BBS

Social Networks

Twitter – Experts

Twitter – personalaccounts

Professional & expert blogs

Wikipedia

News websites

Participatory Journalism

Online Press Specialized press

Corporate, institutional

websitesSpecialized

websites

Comments

EDITORIAL

ZONE MIXTE

UGC

Personal, activistblogs…

Forums, newsgroups & BBS

Social Networks

Twitter – Experts

Twitter – personalaccounts

Professional & expert blogs

Wikipedia

News websites

Participatory Journalism

Online Press Specialized press

Corporate, institutional

websitesSpecialized

websites

Comments

ALERTSREFERENCE

PANEL MAINSTREAM

Engagement with Stakeholders Online

Two parallel goals

eReputation analysis

A Warning dimension

Two information streams

Alert

Analysis

Tracking information in

search engines

A panel of sources

selected because of

their influence and their

relevance

Scope

26 languages

Web

More than 50 brands

Scope

Social Media (blogs,

forums, Facebook, Twitter) &

news websites

Themes

Product/Quality

Development Strategies

CommunicationsEthics and

Values

Safety

Brands CSR

Human Resources

Employment

An example of search string

• CSR : ("social response*" or CSR or "sustainable development" or "responsible metal*

sourcing" or (green w/4 (policy or responsib* or behaviour* or practice*)) or ((environment* atleast/2 environment*) or "environment* protection" or "working environment") or "blood diamond*" or "conflict diamond*" or (war W/2 diamond*) or "conflict gold" or ((gold or gem* or "precious stone*" or diamond* or ruby or rubies) w/4 (extract* or exploit* or "worker* right*" or "working condition*" or "human health" or "human right*")) or ethic* or recycl* or fundraising or (child* w/4 (labour or work)) or (carbon W/3 (neutral or offset* or emission* or reduction or footprint)) or "climate change" or ((environmental or social or ethical) pre/1 (impact* or performance or project*)) or "employee engagement" or (renewable pre/2 (energ* or waste)) or "greehouse gas" or "product disposal" or (water pre/3 (usage or wast* or consumption or contamin* or pollution)) or "responsible sourcing" or "mining practice*" or ((mercury or cyanide or chemical*) W/5 (pollution OR contamination OR environment OR ecology OR soiling OR discharge)) or (contamin* W/4 (soil or air)) or "sulfuric acid drainage" or "waste material*" or "toxic chemical*" or disciminati* or racis* or "animal abuse" or peta or (diamond W/3 transparency) or "conflict free diamonds" or "rough diamond act" or ("diamond trade" w/5 (traffic* or illicit*)))

Outcomes

• Examples of detected risks:

No VIP lines in Japanese shops => Customer Dissatisfaction

Lack of washing instruction labels on clothes => major Customs Problem

Carving up living animals by a supplier’s subcontractor => Media Crisis with NGO

• Examples of detected opportunities:

Identification of opinion leaders in forums to launch an online campaign

Detect worst and best practices to help the brand create its fan page on Facebook

Identification of best practices in the boutique of a competitor, which can directly be adapted to our customer’s best practices.

Yes No

Product Launch

Event. Cocktail.

Dinner. Speech

and off home.

7 AM

Lunch meeting

with Tier 1 Opinion

leader. Who last

met him? Who can

brief me?

Pick up red phone for

crisis in Denmark. Which

favourable opinion

leaders could help the

local team?

Project planning

Bloggers Campaign.

How can we

escalate our

influence?Catch up on

online news and

alerts on Social

Media. Get ready

for meetings &

Q2 report.

Check event

registration

for Regional

Authority

roundtable.

Mail new CSR initiative to

1236 European officials,

955 journalists...and

tweet it to 400

followers!

9 AM 11 AM 1 PM 3 PM 5 PM 8 PM

Wake. Grab

coffee. Scan

Blackberry &

press review

for any issues.

Now with the right tools, the new day in the life…

Monitor

ReviewMeasure

Benchmark

A tried and tested formula.

Understanding and optimizing the impact of Campaigns; Monthly, Day to Day

Dashboard Categories1) Elite Audience Profile – Tier, Organization2) Elite Audience Profile - Topic of Interest3) Outreach Profile - by Audience, Campaign and Program4) Outreach Profile – by Activity

Measured Outcomes- 360° program visibility

Execution metrics (coverage of material issues, communications received, delivery metrics, timing, frequency, channel, preferred source)

Quality Metrics (quality of the messages/substance of communicationsRelevance Metrics (relevance, usefulness of communications)

Influence Metrics (contribution of communication to change in perception, commitment level, behavior)Periodic Measurements ("Pulse" or "snapshot" measurements, formal assessments)

Activities Output Outcomes

Takeouts

• Good crisis mgt is all about preparedness

• Practice is as important as the plan

• Show empathy, manage expectations and “reach out”.

• Be ready with an effective response.

• Invest in the appropriate technology to analyse your stakeholders responses to your crisis management tactics

across all communications channels.

It takes 20 years to

build a reputation and

five minutes to ruin it.

If you think about it,

you'll do things

differently

- Warren Buffett

Thank you…

Leesa Fogarty

Vice President

Northern Europe & APAC

Augure UK Limited

Leesa.Fogarty@augure.com

+44 (0) 7970 621188