social media in a corporate context 2010 - leesa fogarty, augure
TRANSCRIPT
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:
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.
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
BBC
Whistle Blowera.k.a.
security guard,employee
Press Releaseor Conference
withLocal Media
Local NGO
Local News
Blog Translators
Press Releaseor
ConferenceInternational
NGOs
InternationalMedia
InternationalBlogs
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
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
INSIGHT CREDIBILITY RELEVANCE
IMPACT INFLUENCE SEGMENTATION
Who, What, Where, Where, How
How to effectively trackyour reputational risk in
times of crisis?
Corporation
Business Opportunity / Risk
Media
coverage
Government
leniency
Employees
commitment
Customers
loyalty
Community
legitimacy
NGO/ Activists
advocacy
Investors
capital
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
Local
Level
What?Market outlooks
Development
Strategies
Safety
HR
Ethics and
Values
Communication
Actions
Employment
CSR
Financial
Performance
Company
Where?
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 Monitoring
Sentiment AnalysisSmart Indexing Technology (SIT)
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
…
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
CommunicationsEthics 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:
No VIP lines in Japanese shops => Customer Dissatisfaction
Lack of washing instruction labels on clothes => major Customs Problem
Carving up living animals by a supplier’s subcontractor => Media Crisis with NGO
• Examples of detected opportunities:
Identification of opinion leaders in forums to launch an online campaign
Detect worst and best practices to help the brand create its fan page on Facebook
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!
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 Fogarty
Vice President
Northern Europe & APAC
Augure UK Limited
+44 (0) 7970 621188