Brooke McMillan, online community manager at the Livestrong Foundation, on her organization’s response to founder Lance Armstrong’s public acknowledgement of his doping allegations: “We had six days’ notice before the Oprah interview. We had six days to prepare. This was a moment in time where everybody had their eyeballs glued to the foundation. What are they going to do? What are they going to say? Are they going to go away? It’s like this one massive case study in the making. Having that real-time communication, and asking people their stories and how the foundation has helped them, and then reminding people who we are and what we do, that was very important during those six days leading up to the Oprah interview, as well as during everything afterward.”

1. LIVE TIME:
Crisis Management
July 16, 2013
Brooke McMillan
Online Community Manager
LIVESTRONG Foundation

2. WHO WE ARE.
WHAT WE DO.

3. Who We Are. What We Do.

4. Who We Are. What We Do.

5. Who We Are. What We Do.

6. Who We Are. What We Do.

7. OUR
ONLINE
COMMUNITIES

8. • YouTube/LIVESTRONGArmy
•Blog.LIVESTRONG.org
•Flickr/LIVESTRONGArmy
•Facebook/LIVESTRONG
•Twitter/LIVESTRONG
•Instagram/LIVESTRONG Foundation
Our Online Communities

9. Our Online Communities

10. Our Online Communities

11. CRISIS TIMELINE
2012

12. •October 10: USADA report released
•October 15: Foundation 15th Anniversary Weekend
•October 17: Lance steps down as Chairman
•October 22: Lance stripped of titles
•November 4: Lance resigns from board
•November 14: Foundation official name change final
2012

13. •October-November
2013

15. •What is Important to the Community
2012

16. JANUARY 2013

17. •January 8:
Oprah announces. Foundation learned at same time as the world
•January 14:
Lance apologizes to LIVESTRONG Foundation staff. Minutes later
Lance tapes interview with Oprah where he confesses
•January 16:
Foundation issues statement in advance of Lance’s Oprah Interview
•January 17:
Part 1 of Lance’s interview with Oprah
(@LIVESTRONG tweets minutes before the show)
Foundation sends house file email with shareable graphic
•January 18:
Part 2 of Lance’s interview with Oprah
2013

18. The Foundation had six days to prepare

19. •Dispelling Rumors
2013

20. •Letting People Share Their Opinions
2012

21. •Protecting the Community
2013

22. •Promoting Our Work In Their Words
2013

23. •Letting Them Grieve
2013

24. •Give Them Something to Share
2013

25. TRANSPARENCY

26. •Arm Your Advocates:
Transparency

27. •Our Voice Series:
Transparency

28. Our Voice Series:

29. •Share The Good News:
Transparency

30. Transparency

31. “DON’T TAKE IT
PERSONALLY”

32. •Unless It’s Personal
Don’t Take It Personally

33. •Unless It’s Personal
Don’t Take It Personally

34. THANK YOU