2. The aim of this session
• A look at crisis
management in the
social media world
• Data – who owns it
and who controls it
3. There are now three types of crisis
A conventional A crisis caused by A crisis caused by
crisis (but which customer / your own usage
now plays out in a consumer usage of of social media
different way) social media
3
13. How the rules have changed
How you are Media
handling the crisis
becomes as big a
part of the story
as the crisis itself
You Connected
Public
Public
13
27. Discussion
• You are Nestle’s head of corporate affairs
• What would you do in this situation?
28. What Nestle actually did
• Lobbied YouTube to have the video
removed (citing a copyright complaint)
• Used copyright infringement as a These actions
threat to stop people using the altered encouraged yet
more attention
version of their logo
• It got into arguments on its Facebook
page
• Announced a ‘sticking plaster’ fix
(suspending direct sourcing from Sinar
Mas)
30. Discussion
• Why do you think Nestle ‘caved in’?
31. Here is what I think
"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
31
32. A brief look at digital activism
The rise of ‘clicktivism’
32
33. Old way New way
A lot of action from Very little action
a small group of from a large group
‘extremists’ of ‘moderates’
33
34. Implications for corporations
"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
34
36. Message
Old way New way
• Set of key • One story
messages • Multiple
• Q&A documents storytellers
• Holding
statements
36
37. Why a story?
• 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
37
38. Visibility / personality: Jet Blue
• 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
38
52. Management process in action
Storytellers Storyshapers
Monitoring Defining the story
Correcting
3Rs
Updating the story
Updating
52
53. Recap of key points
• You can’t choose which environment you want your crisis to
1 play-out within (social or traditional)
• You will have to develop a completely new management
2 process
• Response direct to the public (not just media) is required in
3 real time
• A 24/7 information stream is necessary with accessibility
4 across all social channels
• 24/7 monitoring is essential
5
60. 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 …
61. 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)
63. It is not just how the world sees you,
it is how you see the world
64. 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
