Operations network - consent under gdpr 24.01.2018
Rod Clayton
1. A C T I V I S M I N A C O N N E C T E D W O R L D
2. Public relations are a
key component of
any operation in this
day of instant
communications and
rightly inquisitive
citizens.
— ALVIN ADAMS
DIPLOMAT,1804-1877
“
“
5. DIGITAL DEFENSE | 5
The Organisation
Itself 33%
ORIGINS OF A CRISIS
Source: Social Business Readiness, Altimeter
The Organisation’s
Customers 54%
Opposing Stakeholders 13%
6. DIGITAL DEFENSE | 6
Origins of Crises 2001-2011 Origins of Crises post-2011
Other 26%Facebook 14%
YouTube
22%
Blog
20%
Twitter 18% Twitter 53%
Facebook 17%
YouTube 7%
Others 20%
Blog 13%
CHANNELS WHERE CRISES START
Source: Social Business Readiness, Altimeter
7. DIGITAL DEFENSE | 7
Human beings have
always preferred images
to text; text is shrinking in
size and volume
Attention &
mindset
Starting with the mobile phone
and the instant capturing
potential it unlocks
Affordable
devices &
apps
A new breed of social media
users and their impact on
news dissemination and
consumption
Ascendance of
influential
creators
8. WORDS ARE DISAPPEARING
We process visual information
60,000X faster than text.
Only 20% of what we read
is remembered.
Attention spans have fallen from 12 seconds
to 8, ONE SECOND less than a goldfish
9. WE’RE SHARING MORE THAN EVER
0
2
4
6
8
DigitalInformationCreated&shared(zettabytes)
Global Digital Information Created & Shared, 2005 – 2015E
2005 2007 2009 2011 2013 2015E
10. MORE PHONES = MORE CONNECTIVITY
12/08 12/09 12/10 12/12 12/13 12/14E12/11
0%
5%
10
%
15
%
20
%
25
%
30
%
%ofInternetTraffic
Global Mobile Traffic as % of Total Internet Traffic
0.9% in
5/09
2.4% in
5/10
6% in
5/11
10% in
5/12
15% in
5/13
Trendline
11. DIGITAL DEFENSE | 11
4 contributing drivers of contagion
SOURCE
Are influential voices
or popular figures
contributing to the
conversation?
AUDIENCE
Is the story crossing
demographics: are
kids sharing it with their
parents? Liberals with
conservatives, etc.
MEDIUM
Is the story being
told in multiple
mediums? Are
there arresting
visual elements? in
play?
MESSAGE
Is there a unique
element of the story
that sets it apart?
WILL IT GO VIRAL?
25. DIGITAL DEFENSE | 25
Respond Quickly and in the right tone
FAS T R E S P O N S E AF T E R H O R R E N D O U S M I S TAK E Z A R A
Fashion Retailer Zara Pulls Kids Shirt Resembling Concentration Camp
Uniform
26. DIGITAL DEFENSE | 26
S U I C I D E B Y H AS H TA G B R I T I S H G A S
27. DIGITAL DEFENSE | 27
Respond Quickly and in the right tone
R O G U E E M P L O Y E E S J C R E W
DO: REMIND YOUR
EMPLOYEES TO BE
PROFESSIONAL ON
THEIR PERSONAL
PROFILES
28. DIGITAL DEFENSE | 28
Respond Quickly and in the right tone
R O G U E E M P L O Y E E S F I R S T C A P I TA L C O N N E C T
29. ROGUE EMPLOYEES
WITH SOCIAL
CHANNEL ACCESS
CAN WREAK HAVOC
ON COMPANIES’
REPUTATIONS
R O G U E E M P L O Y E E S ( Q u i s c u s t o d i e t i p s o s c u s t o d e s ? ) H M V
30. THINK ABOUT THE
WORDING OF WHAT
YOU SAY – CAN IT BE
CONSIDERED
OFFENSIVE?
WAT C H Y O U R W O R D C H O I C E F O O T B A L L A S S O C I AT I O N
31. DIGITAL DEFENSE | 31
Respond Quickly and in the right tone
WAT C H Y O U R W O R D C H O I C E Te s c o
32. DIGITAL DEFENSE | 32
Respond Quickly and in the right tone
O P P O R T U N I S M C AN B E U G LY B R O A D Y O R K S H I R E L AW
33. DIGITAL DEFENSE | 33
Respond Quickly and in the right tone
C AR E W I T H T R E N D I N G TO P I C S D I G I O R N O P I Z Z A
34. JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G TO P I C S B E N E F I T C O S M E T I C S
35. JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G TO P I C S B E N E F I T C O S M E T I C S
36. JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G TO P I C S B E N E F I T C O S M E T I C S
37. JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G TO P I C S B E N E F I T C O S M E T I C S
38. JUST BECAUSE A
TOPIC IS TRENDING
DOESN’T MEAN YOU
SHOULD JOIN THE
CONVERSATION!
C AR E W I T H T R E N D I N G TO P I C S B E N E F I T C O S M E T I C S
39. BEST PRACTICES
Avoid unforced errors
Be present – ensure strong relationships
Prepare in advance – plan in place, pre-prepared
content, training, simulation exercises
Establish and enforce social media guidelines
Monitor regularly
Focus on speed, accuracy and empathy
in responses
Politely but firmly correct misinformation
