crisis communications in the social media battlespace: from battlefield to boardroom
TRANSCRIPT
@NicoleMatejic
Crisis Communicationsin the social media battlespacefrom Battlefield to Boardroom
@NicoleMatejic
@NicoleMatejic
The battlefieldTelling tales of terror
@NicoleMatejic
@NicoleMatejic
The new terrorists are just as comfortable in cyber space as they are handling weapons & explosives.”“
H.E. Deputy Director General Ambassador Alexander Vershbow, NATO 2015
@NicoleMatejic
29 September 2015CT raid in Saudi Arabia
@NicoleMatejic
• 3 rifles.• 4 handguns.• small cache of ammunition.
• various IDs• cash (2 wallets)
29 September 2015CT raid in Saudi Arabia
@NicoleMatejic
• 3 rifles.• 4 handguns.• small cache of ammunition.
• various IDs• cash (2 wallets)
29 September 2015CT raid in Saudi Arabia
• 16 mobile phones.• 3 sat-navs.• 1 handy-cam.• 2 portable battery packs.
@NicoleMatejic
The new threats we face have a significant new dimension… they include sophisticated propaganda & disinformation.
“
”H.E. Deputy Director General Ambassador Alexander Vershbow, NATO 2015
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
Rarely have we had to deal with such well-financedwell-orchestratedslick & unrelentinginformation & media campaigns.”
“
H.E. Deputy Director General Ambassador Alexander Vershbow, NATO 2015
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
Propaganda of the Deed. The idea that terrorist attacks need to be visibly impressive to gain public attention.
Now with unwanted brand associations.
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
The modern battlefield is not in Iraq, Syria or Afghanistan…
@NicoleMatejic
The modern battlefield is not in Iraq, Syria or Afghanistan…
it’s in your hand.
@NicoleMatejic
@NicoleMatejic
The boardroomTelling tales for sales
@NicoleMatejic
Content Marketing is weaponised storytelling. “
”~ Chris Brogan
@NicoleMatejic
@NicoleMatejic
@NicoleMatejic
123
WEAPONISEDCONTENT
Behavioural based advertising. The sneaky psychology of marketing & advertising.
Targeting & retargeting.Influencing window shoppers into buyers.
API and amplification. Content you ‘Like’ follows you around the web.
@NicoleMatejic
Social media is about sociology and psychology more than technology.
“”~ Brian Solis
@NicoleMatejic
@NicoleMatejic
Online narratives create offline perceptions that fuel real world actions.
@NicoleMatejic
123
No tolerance for buzzwords & bullshit.Audiences are fatigued by clickbait headlines.
People readily believe misinformation.Promulgation of facts to influence is now harder than ever.
The clickbait economy dominates newsfeeds. Audiences are fatigued and disillusioned - but they’re still clicking …
@NicoleMatejic
Social media doesn’t tell us what to think…
~ anon
@NicoleMatejic
Social media doesn’t tell us what to think…
~ anon
It tells us what to think about.
@NicoleMatejic
www.thenewdaily.com.au
@NicoleMatejic
Marketing is no longer about the stuff that you make, but about the stories that you tell.
“” ~ Seth Godin
@NicoleMatejic
source: Pinterest
Understanding Big datain a semiotic context is now critical.
@NicoleMatejic
Publicly facing social media content
Social data
The
sociali ceberg
media
@NicoleMatejic
@NicoleMatejic
Volume
TRADITIONAL BIG DATA
Veracity
Velocity
@NicoleMatejic
Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Veracity
Velocity
@NicoleMatejic
Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Variety
Veracity
Velocity
@NicoleMatejic
Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Variety
Veracity
Velocity
Strategic Elements
@NicoleMatejic
Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Variety
Veracity
Velocity
Strategic Elements
Spatial Identity
@NicoleMatejic
123
SOCIAL DATA INTELLIGENCE
REAL TIME SENTIMENT ANALYSISEARLYWARNINGINDICATORS
MAP RISK FOR STRATEGIC PREPAREDNESS
@NicoleMatejic
This war is about winning
hearts and minds.
@NicoleMatejic
123
TELL YOUR OWN STORY… OR SOMEONE
ELSE WILL
The plan is to have a plan, before you need plan!
Start and be open to conversations that matter to your audience at critical times.
Think content.
@NicoleMatejic