Mastering the Interplay Between Social & Mainstream Media in Crisis
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MSLGROUP Crisis Network is a global network of 50+ MSLGROUP crisis experts, with deep vertical expertise across industries and geographies, connected to each other by our proprietary People’s Lab crowdsourcing platform. For more, see: http://crisis.mslgroup.com
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Mastering the Interplay Between Social & Mainstream Media in Crisis
- 1. Every Crisis is Global, Social, Viral!
- 3. MSLGROUP Crisis Network! MSLGROUP Crisis Network is a global network of our 50+ crisis experts, with deep vertical expertise across industries and geographies, connected to each other by our proprietary Peopleʼs Lab crowdsourcing platform. ! For more, see: http://crisis.mslgroup.com !
- 4. Every Crisis is Global, Social, Viral!
- 5. The end of trust! Crisis management in todayʼs fragile world is intrinsically interlinked with global shifts in trust and power between individuals, influencers and institutions. ! “In times of crisis, executives are seen as imbeciles, and in times of euphoria, they are seen as geniuses.”! SERGE TCHURUK, Former CEO, Alcatel SA! Photo from p22earl on Flickr!
- 6. Power to the people! Trust in all institutions, including corporations and governments, is at an all-time low across the world. People believe that only they themselves can come up with innovative solutions to our most pressing problems.! Photo from untitlism on Flickr!
- 7. Every crisis is global, social, viral! Corporations need to master three interplays shaping crisis: the interplay between mainstream media and social media, the interplay between local and global dynamics, and the interplay between crisis planning and response. ! Photo from Gamma-Ray Productions on Flickr!
- 8. Interplay between mainstream and social! The boundaries between mainstream media and social media are burring as online influencers are linking to media stories and news organizations are quoting online influencers.! “Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now itʼs the people who are in control.” RUPERT MURDOCH, Chairman and CEO, News Corporation! Photo by Ben Chau on flickr! !
- 9. Interplay between local and global! No crisis is truly local in our interconnected world, as memes or hashtags can spread globally in seconds on the social web, yet local considerations must be factored into crisis planning and response.! “Sometimes when you come through a crisis you become better listeners...”! ANN MULCAHY, CEO and Chairman, Xerox Corporation! hoto from h.koppdelaney n Flickr!
- 10. Interplay between planning and responding! Itʼs critical to plan and prepare for crisis scenarios, but itʼs even more important to respond to emergent crisis situations authentically, without over-reliance on scripted messages.! “When you have a crisis, the crisis itself becomes one of your biggest asset if that crisis is bad enough. Everyone get very modest and humble and listens. If you need do rough things, you do rough things.”! CARL-HENRIC SVANBERG, CEO, Ericsson! Photo from alancleaver on Flickr!
- 11. Social media and the news curve!
- 12. The news curve! All news stories develop in a similar manner, following the news curve. The news curve has four stages: breaking news, context, analysis and archival.! Attention! 2! Context! 3! Analysis! Has something similar Why did it happen and happened before?! what does it mean?! 1! Breaking news! 4! Archival! What happened? With Off the front page and whom? Where?! the evening news.! crisis.mslgroup.com! Time!
- 13. The news curve! The news curve is becoming shorter in the ʻbreaking newsʼ and ʻcontextʼ stages, but longer in the ʻanalysisʼ and ʻarchivalʼ stages. The news curve is also becoming more fragmented.! Attention! 2! Context! 3! Analysis! More fragmented, but more viral! 1! Breaking news! 4! Archival! crisis.mslgroup.com! Time! Shorter head! Longer tail!
- 14. Social media and the news curve! Social media and search are playing an important role in re-shaping the news curve. Different social media behaviors play different roles across the four stages of the news curve.! Attention! 2! Context! 3! Analysis! Sharing links via Sharing opinions hashtags! via blog posts! 1! Breaking news! 4! Archival! Sharing stories via Searching for retweets! stories via Google! crisis.mslgroup.com! Time!
- 15. Overlapping news curves! Each news story leads to clusters of related stories, leading to overlapping news curves. In fact, each news curve consists of a cluster of smaller news curves.! 1! +! 2! +! 3! Attention! 1! 2! 3! crisis.mslgroup.com! Time!
- 16. Social media and the crisis curve!
- 17. The crisis curve! The four stages in the crisis curve correspond to the four stages in the news curve, and social media makes it more difficult to control a crisis.! Attention! 2! Spotlight! 3! Blame Game! Sharing links via Sharing opinions hashtags! via blog posts! More fragmented, 1! Flash Point! but more viral! 4! Resolution! Sharing stories via Searching for retweets! stories via Google! crisis.mslgroup.com! Time! Shorter head! Longer tail!
- 18. Overlapping crisis curves! Like overlapping news curves, clusters of related crisis stories lead to overlapping crisis curves that build upon each other.! 1! +! 2! +! 3! Attention! 1! 2! 3! crisis.mslgroup.com! Time!
- 19. Interplay between social media and mainstream media! The interplay between social media and mainstream media shapes the crisis curve, with online influencers linking to media stories and media quoting online influencers.! Attention! 2! 3! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 20. Three types of crises! Based on the interplay between mainstream media and social media at the flash point stage, crisis situations can be categorized into three types that need different approaches.! Attention! 1! Real world! 2! 3! 2! Slow burn! 3! Flash mob! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 21. The ʻreal worldʼ crisis! A real world incident (oil spill, financial scam, sex scandal) precipitates the crisis. Mainstream media puts a spotlight on the crisis while social media amplifies the crisis.! “Turbulence is a time to focus on what matters most to your business... It is a time when waste and duplication need to be shed, and it is a time... to continue to communicate with consumers.”! MUHTAR KENT, President and CEO, Coca-Cola Co.! ! Photo from mugley on Flickr!
- 22. The ʻreal worldʼ crisis! A real world incident (oil spill, financial scam, sex scandal) precipitates the crisis. Mainstream media puts a spotlight on the crisis while social media amplifies the crisis.! 2! 3! Attention! - Triggered by real world incident! ! - Driven by mainstream media! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 23. Example: BP Gulf of Mexico oil spill! During the protracted BP Gulf of Mexico crisis in 2010, the flash point was the oil spill itself, but social media played a critical role in the spotlight, blame game and resolution stages.! Source: BP Spills Coffee viral video!
- 24. The ʻslow burnʼ crisis ! Social media conversations (product quality, customer support, employee discontent) build up into a crisis and are picked up by influential bloggers and even mainstream media.! “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”! JEFF BEZOS, CEO, Amazon!
- 25. The ʻslow burnʼ crisis! Social media conversations (product quality, customer support, employee discontent) build up into a crisis and are picked up by influential bloggers and even mainstream media.! - Triggered by 2! 3! Attention! social media chatter! ! - Driven by social media conversations! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 26. Example: Dell Hell! In 2005, influential blogger Jeff Jarvis blogged about a series of bad customer service experiences with Dell, and became the focal point of the Dell Hell crisis.! Source: Dell Social Media Command Center!
- 27. The ʻflash mobʼ crisis! A social media meme (Greenpeace campaign, anti-brand hashtag, anti- brand video) creates a flash mob, turns into a crisis, and is picked up by mainstream media.! “If [social media activists] can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds.”! PAUL POLMAN, CEO, Unilever!
- 28. The ʻflash mobʼ crisis! A social media meme (Greenpeace campaign, anti-brand hashtag, anti- brand video) creates a flash mob, turns into a crisis, and is picked up by mainstream media.! - Triggered by 2! Attention! 3! social media meme! ! - Driven by social media conversations! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 29. Example: Greenpeace vs. Nestle Kit Kat! In 2010, Greenpeace created a viral video led campaign to protest against Nestle and protestors hijacked Nestleʼs Facebook page and filled it with abusive comments and Nestle Killer profile pics.! Source: Greenpeace!
- 30. Social media for crisis communications!
- 31. Social media and crisis comms! MSLGROUP has created a crisis planning and response toolkit that includes tools and best practices for leveraging social media at each stage in the crisis curve.! Attention! 2! Spotlight! 3! Blame Game! Plot heat map of Shape narrative crisis flows! via owned media! 1! Flash Point! 4! Resolution! Track early Optimize for warning signals! search results! crisis.mslgroup.com! Time! 0! Before Crisis! Plan for crisis scenarios!
- 32. Plan for crisis scenarios! Itʼs critical to map out crisis situations and plan for alternate scenarios in advance, in order to respond to them effectively.! Mapping out alternate crisis scenarios and planning for their best, worst and most likely cases Worst Case! can help respond to them effectively.! Most Likely! Best Case! Negative! Neutral! Positive! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 33. Plan for crisis scenarios! Different aspects of crisis planning play different roles at different stages of the crisis.! Attention! 2! Spotlight! 3! Blame Game! Spokesperson & CMS-based crisis dark message mapping! site for response! Wiki-based crisis war room for collaboration! 1! Flash Point! 4! Resolution! Scenario, influencer Keyword-based search & keyword mapping! & social marketing! crisis.mslgroup.com! Time!
- 34. Track early warning signals! In the flash point stage, social media can be used to track negative social media chatter, identify issues, and resolve them, before they turn into a crisis.! Identifying negative social 2! 3! Attention! media chatter early can help plan for and even prevent the crisis, especially in the case of a slow burn 1! 4! crisis.! crisis.mslgroup.com! Time! Negative! Neutral! Positive! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 35. Plot heat map of crisis flows! In the spotlight stage, social media can be used to plot a heat map of the crisis flows between social media and mainstream media and identify influencers hubs.! Identifying Attention! influencer hubs can help 2! 3! change the crisis flows between mainstream media and social media.! 1! 4! crisis.mslgroup.com! Time! Newspapers/ Blogs/ Twitter/ Television! YouTube! Facebook! Each circle represents a story on mainstream media or social media. The size of the circle represents the influence of the story.!
- 36. Shape narrative via owned media! In the blame game stage, social media can be used to shape the narrative, especially by leveraging owned media channels to reframe the issue more positively.! Sharing a new Attention! perspective via owned media 2! 3! at the right time can help shape the narrative of the crisis and avert direct blame.! 1! 4! crisis.mslgroup.com! Time! Earned Earned Earned Negative! Neutral! Positive! Each circle represents a story on mainstream media or social media. The size of the circle Owned ! Owned represents the influence of the story.! Neutral! Positive!
- 37. Optimize for search results! In the resolution stage, social media can be used to create new contexts for positive stories, so that the negative stories arenʼt the most prominent in search results.! Proactively Attention! creating opportunities 2! 3! for positive stories at the tail of the crisis curve can help close the crisis in a way that minimizes 1! 4! ongoing damage. ! crisis.mslgroup.com! Time! Earned Earned Earned Negative! Neutral! Positive! Each circle represents a story on mainstream media or social media. The size of the circle Owned ! Owned represents the influence of the story.! Neutral! Positive!
- 38. Six tips for crisis management!
- 39. 1. Build crisis preparedness! Proactively work on crisis preparedness, including crisis simulation workshops, crisis manuals, crisis collaboration wikis and dark crisis websites.!
- 40. 2. Train staff on social media guidelines! Train staff, including the C-suite, on the new news ecosystem and guidelines for social media engagement, before a crisis hits.!
- 41. 3. Create local crisis plans! Create local crisis plans in collaboration with key influencers, instead of merely localizing global crisis plans.! hoto from danprates n Flickr!
- 42. 4. Plan to communicate firsthand! Specifically plan for communicating firsthand with all key influencers, including employees, during a crisis.! Photo from xavitalleda on Flickr!
- 43. 5. Build trust assets! Build trust assets, including the reputation of being rooted in a shared purpose, strong relationships with key influencers, and strong owned media channels like blogs and microblogs.! Photo from pochacco20 on Flickr! ! !
- 44. 6. Respond with authenticity! Respond to the crisis with authenticity, integrity and the will to do the right thing, not only say the right thing.! Photo from ngmmemuda on Flickr!