Online Crisis Communications & SMEM

New Democracy - www.conversationblog.com

Online Crisis Communications & SMEMPhilippe BorremansSocial Media Work Group Coordinator

woensdag 16 juli 14

http://www.conversationblog



About...

• Social Media Work Group Coordinator• CSMO @ Van Marcke Group• Volunteer at Emergency Wiki 2.0• Advisor/Trainer/Coach/Teacher• Blogger since 2003• Online since 1997

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What is a crisis ?

1

2

3

a threat to the organization

the element of surprise

a short decision time

"crisis is a process of

transformation where the old system can no

longer be maintained."

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What is a crisis ?

1

2

3

Public Safety

Financial Loss

Reputation Loss

A crisis can create three

related threats:

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Risk & Reputation

Source: Deloitte: Exploring Strategic Risk Report 2013

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http://deloitte.wsj.com/riskandcompliance/2013/10/07/reputation-ranks-as-executives-top-strategic-risk-global-survey/

http://deloitte.wsj.com/riskandcompliance/2013/10/07/reputation-ranks-as-executives-top-strategic-risk-global-survey/


Crisis Communications

What keeps us awake at night ?• 64% Unexpected disasters (fire, terrorism etc...)

• 50% Data loss or product defect.

• 28% Losing control of an issues management process.

PR Week / Electric Airwaves Research

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39%

61%

Smoldering Crisis Sudden Crisis

1. Petroleum Industry*2. Ship Building & Repair3. Automobile Industry*4. Banking*5. Air Transport*6. Pharmaceutical*7. Security Brokers*8. Computers*9. Coal Mining*10.Software*

* In top ten previous year

Annual ICM Crisis Report

Crisis Communications

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http://crisisconsultant.com/resources/

http://crisisconsultant.com/resources/


Audiences

Employees

Government

Citizens

Fin. Market

NGO’s

Victims

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Online...

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Volume/Frequency/Influencer

Ground rule for online crisis:Influencer + frequency + volume / time

But how to determine an infleuncer ?

Active web users create about 500 million impressions or data points on products and services per year, yet 80% of these user impressions were

made by a mere 6 percent of users on social media.

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What determines an influencer ?

• Audience: the size of a person’s online audience (measurable, knowable)

• Advocacy: how fervently a person advocates on behalf of a brand (very conditional)

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Example• Chris Brogan

• Top influencer in social media marketing

• NYT Besteseller, WSJ Besteseller, Top 100 Amazon Books

• His blog is in the Top 5 of the Advertising Age Power150

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Example

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Example• The post generated 128 tweets and

17 comments

• That is about 250% less than Chris gets on an average post

• Chris’ review was positive, but not glowing (modest advocacy), and Chris is not known as a jacket guy, fashion blogger, or a frequent reviewer of consumer products (modest advocacy).

• Result: his AUDIENCE was made aware of the jacket, but Chris’ INFLUENCE didn’t translate

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SMEM• Online news is the 3rd most popular source for emergency info.

• 18% use Facebook to get information about emergencies.

• 30% would sign up for emergency alert from official sources

• 1 in 5 who experienced an emergency, posted/shared something about it on a social site

• 80% expect emergency responders to monitor social sites

• 24% would use social tools to tell others they are safe

• 1 in 5 would try an online channel to get help if unable to reach emergency services

• More than 1/3rd expect help to arrive within 1 hour of posting need to social site

Red Cross Survey

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2014 - All rights reseved - New Democracy - www.conversationblog.com

True Story

08:38 AM

08:28 AM

08:58 AM Newspaper SMS Alert - “Possible Casualties”

Radio - “Possible Train Accident in Halle”

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Twitter

This video shows the volume of @replies traveling into and out of Japan in a one-hour period just before and then after the earthquake. Replies directed to users in Japan are shown in pink; messages directed at others from Japan are shown in yellow.

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Twitter

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Twitter

• High speed information dissemination• High speed information analysis• Trusted/untrusted sources ?• Real time updates• Mobile acceptance

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Crowdsourced Maps

https://statenisland.crowdmap.com/

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https://statenisland.crowdmap.com

https://statenisland.crowdmap.com


Crowsourced Maps

• Allows for visualisation in real time• Crowdsources the information effort• Allows for Emergency Relocation/

Allocation• Shared by different instances• Highly user friendly and understandable

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Social Networks

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Facebook Multi-format platform

Use text, video, sound, maps and

more...

Mobile

Viral sharing of information

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Social Networks

• Community and support are genuine online.• Online “will” can create offline “action”.• Can be community, geography etc... based.• Can include more than just text (personal

profiles, pictures, links, resources etc... )• Your audience is already part of a social

network platform.

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Youtube

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Video ChannelsIntegrate with:

FacebookTwitter

Website

Production:

MobileVideo Crew

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Public Information Site

SMSAudio/MP3

WidgetEmail

Desktop AlertPDF

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Public Information Website

• Your website is the online communications center

• Make it accessible on every device• Ensure synchronisation with your social

media channels• Ensure different format possibilities• Prepare “dark sites” as much as possible

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Awareness

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Mobile

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Mobile

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The eye in the sky

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Get in touch & Support

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My simple rule

tell it all, tell it fast and tell the truth

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Thank you !

Philippe [email protected]@gmail.com

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mailto:[email protected]

mailto:[email protected]