European Communication School: Social Media Session 6

Session 6

Crisis, Power and Privacy

The aim of this session

• A look at crisis management in the social media world

• Data – who owns it and who controls it

There are now three types of crisis

3

A conventional crisis (but which

now plays out in a different way)

A crisis caused by customer /

consumer usage of social media

A crisis caused by your own usage of social media

A conventional crisis

4

A crisis caused by customer usage of social media

5

6

A crisis caused by corporate usage of social media (Twitter stupidity)

7

A more recent example

10

It is not just Twitter

11

How the rules have changed

12

Media

You Public

How the rules have changed

13

Media

You Public Connected

Public

How you are

handling the crisis

becomes as big a

part of the story

as the crisis itself

Threats and Opportunities

14

Threat = loss of control

Opportunity = direct communication

Traditional media Social media

It is a bit like

Except now…

16

There is no land

All crisis management plans have to be social media compliant

Now three basic principles

17

Real time monitoring

Social publication capability

New management process

The Big One

New management process

18

19

The Big Problem

The Bunker Mentality

Command and control

Two key principles

20

Speed of response

Manner of engagement

A good analogy – 24 hour news

21

Exec producer = your CEO

Rule number 1

22

Senior management have

to get involved right at

the start and stay in

direct control until the

crisis is over

Manner of engagement

23

Tone and message

Visibility / personality

Accesibility

Tone of response: Nestle example

24/##

Plus Facebook campaign

25

Plus the usual ‘off-line’ activity

26

Discussion

• You are Nestle’s head of corporate affairs

• What would you do in this situation?

What Nestle actually did

• Lobbied YouTube to have the video removed (citing a copyright complaint)

• Used copyright infringement as a threat to stop people using the altered version of their logo

• It got into arguments on its Facebook page

• Announced a ‘sticking plaster’ fix (suspending direct sourcing from Sinar Mas)

These actions encouraged yet more attention

And eventually…

29

Discussion

• Why do you think Nestle ‘caved in’?

Here is what I think

31

"I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths."

Comment on Nestle Facebook page

It is the moderates, not the

activists, that now have a voice

A brief look at digital activism

32

The rise of ‘clicktivism’

33

Old way New way

A lot of action from a small group of ‘extremists’

Very little action from a large group of ‘moderates’

Implications for corporations

34

"I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths."

It is your fans, not the

activists, you need to worry

about now

Multi-issue convenors: the new activists

35

“Don’t give us your money, give us your

voice”

Message

36

Old way New way

• Set of key messages

• Q&A documents • Holding

statements

• One story

• Multiple storytellers

Why a story?

37

• They are inherently social and conversational – people can relay a story

• They can be easily tailored to a wide variety of audiences and circumstances

• Spokespeople can provide their own interpretation and personalisation

• They become the strategy, allowing delivery and response to become tactics Uses narrative as its

means of comms control

Visibility / personality: Jet Blue

38

• 14 January 2007: an ice storm grounds low-cost airline JetBlue’s fleet.

• Passengers stranded in planes on the tarmac for up to 11 hours

• Only 17 of 156 scheduled flights are able to leave JFK

• 1000+ more cancellations due to displaced planes and crew

• 131,000 passengers affected

• Six days to restore normal operations

What JetBlue did

39

The jetBlue story

40

Discussion

• What was the jetBlue story?

• How well was it coming across?

Accessibility

42

What’s the process?

43

• Responding • Repeating • Redistributing

Correcting

Updating

Monitoring

Real time monitoring

44

Real time monitoring dashboard

45

• Tools that help you understand the environment (chart)

• Tools that give you the real-time information (radar)

47

Real time publication

49

Content &

Response

Process

Correcting Responding / Repeating / Redistributing

Updating

51

BP’s crisis hub

52

Management process in action

3Rs

Correcting

Updating

Monitoring

Storytellers Storyshapers

Defining the story

Updating the story

Recap of key points

1

• You can’t choose which environment you want your crisis to play-out within (social or traditional)

2

• You will have to develop a completely new management process

3

• Response direct to the public (not just media) is required in real time

4

• A 24/7 information stream is necessary with accessibility across all social channels

5 • 24/7 monitoring is essential

The Big Data Issue

Google’s defence

“No-one ‘sees’ the data”

So who sees the data?

So who sees the data?

• No one ‘sees’ the data (so no-one has control)

• We don’t see the data – we see pictures painted by algorithms, commissioned by …

Can you stop this from happening?

• The only way to stop this is to keep your data away from algorithms

• (or be in control of which algorithms your data is fed to)

Are we in control?

It is not just how the world sees you, it is how you see the world

Conclusion

• A huge amount of bullshit being talked about social media – By people who don’t really understand it – By people who claim to have a solution – By traditional media who want to kill it – By the owners of social media properties themselves

• There are very powerful vested interests who are trying to shape the space and control the way individuals use it

• We are at a defining moment – not just in marketing but in society

My view of social media

Be the black sheep

Thank You!