Social Media Can Kill Your Reputation.

DMI Q2 Industry Update.

24th April 2013.

Eoin Kennedy

•18 years communications experience.

•Current chair IIA SMWG.

•Freelance consultant

•Knudger.com & PledgUp.com

•PRII, MII, UCD, H Dip.

Crisis Management

Not so good

•Still page one.

•News site focused.

•Lack of department title tags.

•Lack of initial response page

•Need to build future articles.

“recall”

Good

•Fast open response. FAQs

•Technical experts.

•Utilised community.

•Post event speaking.

•Established.

Scheduled Tweets

Competitions

Competitions

Madison Night Club

Madison Night Club

Madison Night Club

Madison Night Club

Crisis Comms: Not for everyone…

Misdirection, hoaxes…

Who tweets?

•HMV store closures

•Staff continued to tweet

•Official account

•Know who manages accounts especially admins on Facebook

Hashtag Hijacking - Bashtag

“Your interests and the public are not the

same”

Hashtag Hijacking

Cost. $1,000,000

.

Cultural Sensitivities

Sometimes humour is all you can do

Sometimes humour is all you can do

Anger does not help

Anger does not help

Trends.

• Lightning Speed.

• Hyper-transparency.

• Dialogue.

• Search.

• Same tools.

• Traditional media amplification.

• Civility.

Ref:Ogilvy 360°Digital Influence.

Crisis Comms:Before you get there.

Integrate.

Escalation procedures.

Scenario development

Protocols, response flow charts.

Roles, Responsibilities,

Action. Resources.

Legal team.

Ensure senior management engaged.

Know what is a crisis.

Recording Data.

Crisis Management

Plans

Crisis Comms:Before you get there.

•Be part of the community.

•Establish SEO flow.

•Staff communications.

•Ongoing education.

•Personal and work accounts.

•Early warning monitoring.

Social Media Policy.

http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html

What can you do

•Gather intelligence.

•Be honest.

•Acknowledge.

•Be candid.

•Declare interest.

•Be brief.

•No third response.

•Know when to stop.

•Avoid emotional, heavy handed, impolite.

•Contact Author.

•Learn your lesson.

People Focus

What can you do

•Collaborate with credible sources.

•Integrate traditional PR.

•Create FAQ.

•Create response page.

•Pressure Release valve.

•Leverage advocates.

•Hide content from SEO

•Complain to Google.

•Utilise staff and links

•Aggressive SEO.

•Use same platform/language.

•Test influence.

•Build positive stories pipeline.

Technical

http://socialmediainfluence.com/wp-

content/uploads/2012/01/Social-Media-Crisis-Response-

Plan.jpg

http://socialmediainfluence.com/wp-content/uploads/2011/10/Crisis-decision-tree-FINAL.jpg

Heat Index Quiz.

http://prheatindex.epicprgroup.com/pr-heat-index-quiz/

Value of responding #fail.

http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf

• 46 % of consumers were pleased.

• 22 % posted a positive comment about the organisation.

•79 % poor customer experience online had their

complaints ignored.

Thanks for your time.

Eoin Kennedy,

+ 353 86 8339540

+353 91 442 552

www.pledgup.com

eoin@pledgup.com

www.twitter.com/eoink

www.eoinkennedy.ie

Skype: eoin.kennedy.work