smicc manchester

Crisis CommunicationsMonitor your Most Important Assets

Case Study Of A Luxury Brand

Agenda

New Crisis Communications landscape

Crisis Communications vs Reputation Management

How to track Reputation/CC effectively on the web?–Who–What–When–Where– How

Business Case: International Luxury Group

Context

Our client, a leader in the luxury business, had to deal with:Þ A crisis: One of its brands has launched a limited edition of one of its products, dedicated to a high profile

national figure in a local market. Local Media and Social Media denounced it to protect their national hero, who was an active supporter of a simple way of life. The brand was forced to freeze the launch of this product.

Þ An opportunity:A Chinese couple, traveling in Paris, had a very good experience with a sales representative from

one of their Boutiques. On their return to Beijing, they posted a positive review on relevant forums. The boutique manager received more than 100 phone calls from China a few hours after the reviews had been posted. Everyone now wants to deal with this sales representative.

Before Social Media…

Limited number of sources

1.Press & mass media

2.Web

3. Official documents

4.Intranet

5. Informal networks

Limited number of stakeholders

1.Customers

2.Employees

3.Providers

4.Regulatory bodies

5.Government bodies

6.Audit & Advisory firms

After Social MediaNew Stakeholders

1.Customers

2.Employees

3.Providers

4.Regulatory bodies

5.Government bodies

6.Audit & Advisory firms

7.Professional associations & networks

8.Media

9. Activists

10.NGOs…

New Sources…

1.Press & mass media

2.Web

3. Official documents

4.Intranet

5. Informal networks

6. Blogs

7. Forums

8. Facebook

9. Twitter…

New SUBJECTS to deal with

1.Strategy

2. CSR

3. Innovation

4.Compliance

5. Product quality

6. Governance

7. Leadership

Local NGOWebsite

Local NGOWebsite

BBCBBCWhistle Blower

a.k.a.security guard,

employee

Whistle Blowera.k.a.

security guard,employee

Press Releaseor Conference

withLocal Media

Press Releaseor Conference

withLocal Media

Local NGOLocal NGO

Local NewsLocal News

Blog TranslatorsBlog Translators

Press Releaseor

Conference

Press Releaseor

ConferenceInternational

NGOs

InternationalNGOs

InternationalMedia

InternationalMedia

InternationalBlogs

InternationalBlogs

InternationalNGO Website

InternationalNGO Website

Day 1Day 6-7

Day 4-5

Day 8: A Bad Day at Headquarters

A Bad Day at HQ

Aligned HQ & Markets Global PR & Product PR

Objective:1 – Provide HQ with worldwide clippings consolidation platform2 – Provide HQ with consistent media analysis throughout all markets3 – Provide markets with PR operational solution to enhance productivity & efficiency Challenges:1 – Integrate 17+ clipping providers worldwide2 – Organize indexation + valuation services in 25 languages3 – Reduce analysis costs – 110 000 clips

Benefits: 1 – Weekly exhaustive media analysis & pressbook (inline)2 - Risk analysis3 - Product & Event AVE analysis4 – 100% automated process

Phase 1

International PR Project Cartier

HQ & Markets Global PR Solution

Objective:1 – Provide HQ with worldwide monitoring platform2 – Provide HQ with consistent analysis throughout all markets online/offline3 – Provide markets with communications operational solution to enhance productivity & efficiency Challenges:1 – Different risks/opportunities across countries, cultures and languages2 - Myriad of online monitoring local providers and agencies3 – Too much information

Benefits: 1 – Weekly exhaustive media analysis & pressbook (inline)2 - Emerging Risk Analysis3 - Product & Event AVE analysis4 – 100% automated process

Phase 2

Proactive management strategies can yield a competitive advantage

Latent/ emerging issue

Public issue Politicized issue

Legislative/ Regulatory Issue

Companies Ability to Influence Issue

Cost to company

Public Interest

Traditional Public Affairs/ Lobbying initiatives

Stakeholder Engagement Zone

Broad Communication Zone

Traditional PR

Stakeholder and Issue Engagement Lifecycle

Issue Cycle

Early Warning Zone

Issue Response Strategy

1. Reduce uncertainty in the planning process

2. Select highest impact issues3. Gain additional lead time4. Transform trends into

opportunities5. Attune to emerging societal

expectations

Corporate Opportunity

Proactive corporate communications programs

New Challenges, New Solutions

Connect to the right Stakeholder Audience

Orchestrate Effective National & Global

Infrastructure

Measure Communications

Success

Identified

Collected

Tiered

Maintained

+=

Communications Management Platform

Enabled teams and processes

Proactive engagement

Increased impact of communication

Measurable success

Corporate CommunicationsPortfolio

Crisis intelligence or reputation?

Crisis Intelligence

Reputation

Objectives

Monitoring and Analysis of the Crisis

Understand Stakeholders Perceptions

Value of Information

Þ INSIGHTÞ CREDIBILITYÞ RELEVANCE

Þ IMPACTÞ INFLUENCEÞ SEGMENTATION

Who, What, Where, Where, How

How to effectively track your reputational risk in

times of crisis?

CorporationBusiness Opportunity / Risk

Mediacoverage

Governmentleniency

Employeescommitment

Customersloyalty

Communitylegitimacy

NGO/ Activistsadvocacy

Investorscapital

Who?

Connected to Stakeholders

Comprehensive centralised database of government, academic, NGOs and other stakeholders

Customized and segmented by role, organization, priority, etc

Custom ‘On-demand’ audience collection service

Automatically refreshed and updated

Country Level

LocalLevel

What?Market outlooks

DevelopmentStrategies

Safety

HR

Ethics and Values

CommunicationActions

Employment

CSR

FinancialPerformance

Company

Where?

Web - Other SocialMedia

Web - Press

LNA

Taxonomy

NEWS

Web Aggregators

Web - Corporate

Web - Blogs

Newswires & PressAgencies

Trade Publications

Regional & localNewspapers

NationalNewspapers

General PublicMagazines

Personal

Politicians

Journalists

Experts andAcademic

Corporate

Gurus

Activists

Forums &Newsgroups

Consumer Reviews

File - Sharing(Multimedia)

Microblogging &Social Networks

ParticipatoryJournalism

Sateliite websites

Flagship websites

Specializedwebsites

Aggregators &Portals

Where?

EDITORIAL

MIX

UGC

Personal, activist blogs…

Forums, newsgroups & BBS

Social Networks

Twitter – Experts

Twitter – personal accounts

Professional & expert blogs

Wikipedia

Analyst Research

Participatory Journalism

Online Press Specialized press

Corporate, institutional

websitesSpecialized

websites

Comments

How?

Listen to pertinent signals!Smart Indexing Technology qualitatively enriches information and allows users access to relevant selected topics.

Measure your reputational impact!Automatically calculate the sentiment of articles in your target languages (including Mandarin, Arabic and Russian) allowing users to measure reputational impact.

Monitor sources which deserve it!An Influence Rating provides a rank and weight to online material to measure the impact of these sources. Based on specific parameters it allows users to segment dedicated website sources where you and your competitors are positioning.

Track your Reputation Worldwide! Your technology should be familiar with Latin and Non-Latin characters and alphabet enabling competitive intelligence professionals to track and measure their markets and reputation in these markets

Multilingual MonitoringMultilingual Monitoring

Sentiment AnalysisSentiment AnalysisSmart Indexing Technology (SIT)Smart Indexing Technology (SIT)

Influence Rating (IR)Influence Rating (IR)

Engagement with Stakeholders Offline

• Online engagement platform to outreach on crisis scenarios

• Drive fast, personalized mass communications

• Push Technology, flexible outreach (email, mail, fax, SMS)

• Web based for access anywhere

• Relationship tracking and history

Policy update

Latest

research

pieceEvent invite

Happy

B-day

Fast, Personalized mass communicationsPush Technology, Flexible sending (email, mail, fax, SMS), Mass-customization (names, titles, protocols, etc)

Event ManagementEx. Speaking Tours, seminars, Key Opinion Leader Liaison programs

Project / Campaign managementRoles, owners, content, activities, targets, etc

Brand, data, issue, product, crisis driven communications leveraging:• Trade shows• Opinion Leader Liaison

programs • CSR campaigns &

materials• Diamond awareness

programs• Communiqués• Mailings• Road shows (speaker

tours)• Information meetings• Seminars• 1:1, 1: few meetings

Educate | Inform | Motivate | Activate | Maintain

A 3-step approach

Web - Other SocialMedia

Web - Press

LNA

Taxonomy

NEWS

Web Aggregators

Web - Corporate

Web - Blogs

Newswires & PressAgencies

Trade Publications

Regional & localNewspapers

NationalNewspapers

General PublicMagazines

Personal

Politicians

Journalists

Experts andAcademic

Corporate

Gurus

Activists

Forums &Newsgroups

Consumer Reviews

File - Sharing(Multimedia)

Microblogging &Social Networks

ParticipatoryJournalism

Sateliite websites

Flagship websites

Specializedwebsites

Aggregators &Portals…

EDITORIAL

ZONE MIXTE

UGC

Personal, activistblogs…

Forums, newsgroups & BBS

Social Networks

Twitter – Experts

Twitter – personalaccounts

Professional & expert blogs

Wikipedia

News websites

Participatory Journalism

Online Press Specialized press

Corporate, institutional

websitesSpecialized

websites

Comments

EDITORIAL

ZONE MIXTE

UGC

Personal, activistblogs…

Forums, newsgroups & BBS

Social Networks

Twitter – Experts

Twitter – personalaccounts

Professional & expert blogs

Wikipedia

News websites

Participatory Journalism

Online Press Specialized press

Corporate, institutional

websitesSpecialized

websites

Comments

ALERTSREFERENCE

PANEL MAINSTREAM

Engagement with Stakeholders Online

Two parallel goals

eReputation analysis

A Warning dimension

Two information streams

Alert

Analysis

Tracking information in search engines

A panel of sources selected because of their influence and their relevance

Scope

26 languages

Web More than 50 brands

Scope

Social Media (blogs,

forums, Facebook, Twitter) & news websites

Themes

Product/Quality

Development Strategies

Communications Ethics and Values

Safety

Brands CSR

Human Resources

Employment

An example of search string

• CSR : ("social response*" or CSR or "sustainable development" or "responsible metal* sourcing" or (green w/4 (policy or responsib* or behaviour* or practice*)) or ((environment* atleast/2 environment*) or "environment* protection" or "working environment") or "blood diamond*" or "conflict diamond*" or (war W/2 diamond*) or "conflict gold" or ((gold or gem* or "precious stone*" or diamond* or ruby or rubies) w/4 (extract* or exploit* or "worker* right*" or "working condition*" or "human health" or "human right*")) or ethic* or recycl* or fundraising or (child* w/4 (labour or work)) or (carbon W/3 (neutral or offset* or emission* or reduction or footprint)) or "climate change" or ((environmental or social or ethical) pre/1 (impact* or performance or project*)) or "employee engagement" or (renewable pre/2 (energ* or waste)) or "greehouse gas" or "product disposal" or (water pre/3 (usage or wast* or consumption or contamin* or pollution)) or "responsible sourcing" or "mining practice*" or ((mercury or cyanide or chemical*) W/5 (pollution OR contamination OR environment OR ecology OR soiling OR discharge)) or (contamin* W/4 (soil or air)) or "sulfuric acid drainage" or "waste material*" or "toxic chemical*" or disciminati* or racis* or "animal abuse" or peta or (diamond W/3 transparency) or "conflict free diamonds" or "rough diamond act" or ("diamond trade" w/5 (traffic* or illicit*)))

Outcomes• Examples of detected risks:Þ No VIP lines in Japanese shops => Customer DissatisfactionÞ Lack of washing instruction labels on clothes => major Customs ProblemÞ Carving up living animals by a supplier’s subcontractor => Media Crisis

with NGO• Examples of detected opportunities:Þ Identification of opinion leaders in forums to launch an online campaignÞ Detect worst and best practices to help the brand create its fan page on

FacebookÞ Identification of best practices in the boutique of a competitor, which can

directly be adapted to our customer’s best practices.

Yes No

Product Launch Event. Cocktail. Dinner. Speech and off home.

7 AM

Lunch meeting with Tier 1 Opinion leader. Who last met him? Who can brief me?

Pick up red phone for crisis in Denmark. Which favourable opinion leaders could help the local team?

Project planning Bloggers Campaign. How can we escalate our influence?Catch up on

online news and alerts on Social Media. Get ready for meetings & Q2 report.

Check event registration for Regional Authority roundtable.

Mail new CSR initiative to 1236 European officials, 955 journalists...and tweet it to 400 followers!

Conf

cal

l

with

U.S

9 AM 11 AM 1 PM 3 PM 5 PM 8 PM

Wake. Grab coffee. Scan Blackberry & press review for any issues.

Now with the right tools, the new day in the life…

Monitor

ReviewMeasure

Benchmark

A tried and tested formula.

Understanding and optimizing the impact of Campaigns; Monthly, Day to Day

Dashboard Categories1) Elite Audience Profile – Tier, Organization2) Elite Audience Profile - Topic of Interest3) Outreach Profile - by Audience, Campaign and Program4) Outreach Profile – by Activity

Measured Outcomes- 360° program visibility

Execution metrics (coverage of material issues, communications received, delivery metrics, timing, frequency, channel, preferred source)

Quality Metrics (quality of the messages/substance of communicationsRelevance Metrics (relevance, usefulness of communications)

Influence Metrics (contribution of communication to change in perception, commitment level, behavior)Periodic Measurements ("Pulse" or "snapshot" measurements, formal assessments)

Activities Output Outcomes

Takeouts

• Good crisis mgt is all about preparedness• Practice is as important as the plan• Show empathy, manage expectations and “reach out”.• Be ready with an effective response.• Invest in the appropriate technology to analyse your

stakeholders responses to your crisis management tactics across all communications channels.

It takes 20 years to build a reputation and five minutes to ruin it. If you think about it, you'll do things differently

- Warren Buffett

Thank you…Leesa FogartyVice President Northern Europe & APACAugure UK LimitedLeesa.Fogarty@augure.com+44 (0) 7970 621188