Columbine managing reputation and crisis in the age of digital and social media 2012_v1

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>>>>>> REPUTATION AND CRISIS MANAGEMENT IN THE AGE OF

DIGITAL AND SOCIAL MEDIA>>>>>>

WORKSHOP30 November 2012

WHY IS CHANGE MANAGEMENT SO CRITICAL FOR

ORGANISATIONS TODAY?

PART 1

The fundamentals of Online Reputation Management (ORM)Online activity comparison between business as usual and crisis Online communication strategy to respond to crisisMonitoring online activityMeasuring reputation risk using ORMExercise – group discussion >>>>>>>>>>>>>>>>>>>>>>>>>Short break >>>>>>>>>>>>>>>>>>>>>>>PART 2 } Exercise continuedBrand presence and reputationResponding to negative news and social media comment during crisis Communication tools and techniques to respond to a crisis Managing stakeholder audience response Equipping leaders and spokespersons

Outline of workshop




• Our online footprint builds our profile, presence and reputation.

Not establishing your footprint is quickly becoming unacceptable. www.forbes.com

• We do things every day that can have a positive or negative impact

on our brand… managing this is critical to your success www.studygs.net/brand

• You are expected to engage online at some level

www.themediaonline.co.za

• What google says about you is what people know

www.appsmaker.in/google_say_about_me

If you are not active on the Internet you may as well not exist!

What the EXPERTS have to say…




Digital and social media trends globally

WELCOME TO THE REVOLUTION!ERIK QUALMAN

VIDEO

http://www.youtube.com/watch?v=iyRu51GLyzs




• Reviews sites, social media and monitors top search results on

brands - individuals and business.

• Originally coined as a public relations term ……

• Identifies negative and damaging content online through public

comment. Influences an individual’s or business' reputation.

• Monitors the Internet reputation of a person, brand or business.

• Enables proactive response to reputation risk warning signals.

• Manages the gap between perception and reality.

What is ORM (Online Reputation Management)?




• Content will drive online presence.

• Social media's piece of the ORM pie

will grow larger.

• Stakeholder communication and engagement will be vital.

Employees will have a bigger influence on brand reputation risk.

• Important to build and maintain trust for corporate credibility.

• Accountability will be the driver for companies to mange their

reputation.

Increased usage of ORM monitoring tools.

• Companies to dedicate more resources and budget to ORM.

• Agencies SEO offering extending to include ORM.

Key trends in ORM…




• Monitors damaging content and comment.

• Protects against unchecked defamation.

• Increases positive profiling and positioning.

• Manages brand credibility online.

• Influences public perception.

• Increases SEO ratings.

• Allows a company to “put its best face forward” in the online world.

• Generates publicity.

• Supports marketing and sales.

Why ORM is so important…




The basics of online strategy


Community

Business

Technology

Successful brand value



• Create own website or multiple sites, blog/s, online press releases,

social media network profiles: facebook, LinkedIn, twitter, google,

myspace, zoominfo, flickr…...

• Populate front page search results with fresh content

• Create interactive content videos on You Tube, a squidoo lens

• Update content daily, weekly – as often as possible.

• Use key words and metatags in content

• Use google adwords

• Engage in a link building strategy to increase SEO

rankings for your sites

The essentials of online strategy




1. Social media can help to bridge the gap inside the consumers mind

2. Answering fears, questions....

3. Take them from their reality to achieving their vision.

4. Advocate spread the word - nothing better than social media for recommendations, share-ability…

5. Communicate at all levels and to all emotions.

6. Listen, not for the sake of it...but too evolve.

7. Consistent and constant in their consumers’ lives.

8. Opt in approach from the consumer to stop forcing the brand into the consumer's life.

Managing your brand online




• Understand your goals

• Know which keywords to monitor

• (have your key words in your content first!)

• Start with free monitoring tools

• Roll-up your sleeves and monitor this yourself

• Don’t silo the information collected

• Commit to act on the information collected

Are you ready to make social media monitoring part of your

company’s DNA?

Monitoring online comment




• Online and digital news consumption continues to increase. • Driven by expanding use of social media and networking and • mobile devices.• Consumption of news via traditional channels decreasing.• Social comment/ conversation increasingly driving tabloid news

agendas.

26 Sep 12 Urban residents are more likely to use mobile and online sources, suburbanites are most heavily into social media, and rural residents are more inclined to word of mouth sources.

27 Sep 12 signs that television news may be losing its hold on the next generation of news consumers.

1 Oct 2012 - Americans rapidly embracing mobile technologies smartphones and tablets, shift major implications for news consumption and purchase.

Online media news trends




1. Monitor your online presence - constantly

2. Claim your business – state your company positioning upfront

3. Don’t ignore the issue– it won’t go away

4. Delete or not to delete? Never, keep a record.

5. Thank your commentators

6. Be personable and polite… always but ….

7. Be wise with the apologies. Don’t compromise yourself/brand.

8. Take it easy on the truce/peace offerings i.e. free goods.

9. Friends, family and fiction – don’t have double standards.

10.Most importantly >>>> FIX THE ISSUE/S!

Communicate >>> communicate >>> communicate

Responding to negative news & social comment




• Know what constitutes an online crisis and what does not

• 3 characteristics of a social media crisis:

o Decisive change from the norm

o Information asymmetry

o Material business impact

• Pre-crisis planning is critical

• Convince and convert

• Have online and social media monitoring software installed

• Establish an internal alert/response protocol

• Set a listening protocol

Online strategy in crisis management




1. Acknowledge

2. Fight social media fire with social media water

>>>Understand how the public will react… and keep a lid on it!

3. Lightening speed matters!

4. Apologise… with sincerity.

5. Create a crisis FAQ – a single location, subscription

6. Build a pressure valve

7. Know when to take it offline

8. Arm your army

9. Learn your lessons!

9 steps to manage a crisis




1. A list of the members of the crisis management team.

2. Contact information for key officers, spokespeople, and crisis management team members

3. Fact sheets - company, division, physical location, each product offered.

4. Profiles and biographies - each key manager in your company

5. Copies of company, division and product logos, press release format and scanned in signature of your CEO on disk.

6. Pre-written scripts answering key questions generated through crisis scenario analysis.

7. Contact information each of your key media contacts - locally, nationally, and .. key financial press and analysts.

Critical communication tools to handle a crisis




Asante sana!

(t) + 27 (0) 11 880 8138

(f) + 27 (0) 11 880 8138

(m) + 27 (0) 84 880 8138

(e)[email protected]

www.columbine.co.za


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Columbine managing reputation and crisis in the age of digital and social media 2012_v1