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Whats The Role Of Social Media In Bcm Dominique C Brack, SBCI

Reputelligence
Reputelligence

Social media presents a pool of opportunities for the growth of businesses. It is now easier for enterprises to market their products easily and cheaply, promptly respond to customers enquiries, among other benefits. On the other hand, it also poses huge risks to them. It is now easier for unhappy customers to complain and share their bad experiences with anyone on the web. Former employees can spread falsehood or some company secrets that may not be fit for public ears. Competitors can easily take advantage of your companys crisis by escalating the woes of another and throwing a minor crisis out of proportion using the social media.

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STREAM C Thought Leadership WHATS THE ROLE OF SOCIAL MEDIA IN BCM? The two sides of Social Media: Social Media as a very specific scenario for disaster or social media within a disaster
About me International Consultant Australia/ Europe China Vietnam Malaysia Banking/ Finance Dominique C. Brack, SBCI www.Reputelligence.com R t lli Military/ Government dbrack@reputelligence.com Highly strategic New media N di
The two sides of Social Media Social Media as a very specific scenario for disaster or Social media within a disaster
WHAT IS SOCIALMEDIA? A QUICK PRIMER
Question to the business?
Discussion
A View
Conclusion
Why me?
A RISK VIEW
Ignorance Underestimation (lackofknowledge) SeniorManagement/ Executives Data Sensibility Frustration Overestimation NewEmployees/GenY IT Affinity
京艶壊岳油界温壊艶 Ignorance Underestimation (lackofknowledge) SeniorManagement/ Executives Data Sensibility Frustration Overestimation NewEmployees/GenY IT Affinity
Social media incidents follow a very specific pattern and y p p dynamic. Understanding the pattern and dynamic behind social media events and incidents can significantly improve resiliency. When does an incident become a crisis? THE PROBLEM LIFE CYCLE
Lifecycle Level of Public interest/ # involved parties Influence Government CLM Zone Bodies Groups Public Media, Politicians Press Activists, Level of Scentists Formalism Intellectuals Academia Personal $ $ $ $ $$ $$$ $ $ $ $ $ $ $$ $ $ Involvement Single Trend Single T d Systemic S stemic Request Req est Claim Claim Formal Settlement Latent S ttl t L t t Event Claim Regulation Time
CLM Zone Characteristics: Everything is happening at light speed ey g s appe g a g Hyper transparency is expected Dialogue are as important as information Within a crisis you have a million friends There are no secrets Update y p your CV
Response Before C i i B f Crisis During C i i D i Crisis Monitoring/ Weekly reporting. Daily or even hourly Reporting Monitoring of all relevant media monitoring. (internet, print etc ) (internet print, etc.) Stakeholder Relationship building establishing trust Involvement of the supporters Analysis and credibility with supporters. Sustain and allies. and develop relationships plan and execute exercises and project. Rally with your allies. Bonding. Communic Establishing a communication strategy. Activation of the collaboration ation Identification of the key stakeholder in platform. Establishing Strategy your industry. Train staff. Building a communication. collaboration platform. Dark web. p Response Development of a company blog, Use of the existing website, twitter handle, YouTube etc. communication channels and Manifest your social media presence. paths. Distribute information Claim Cl i your space. timely and lead the di l ti l d l d th dialog.
"THE TIME TO REPAIR THE ROOF IS WHEN THE SUN IS SHINING. - JOHN F KENNEDY F.
SELF INFLICTING/INTERNAL SOCIAL MEDIA CRISES
Examples Streisand Effect
Examples
An internal crisis can turn in a heartbeat into a full blown media crisis with material damage to your company. EXTERNAL SOCIAL MEDIA CRISIS
Dell Jeff Jarvis A worn out case study?
Today
Today Over 24,000 Dell employees have undergone social media training. Some 3,000 became internally certified to use social media on behalf of the company (3 training courses). Customer service and social media responders for 11 languages.
AGGREGATION IS THE KEY WORD
Examples
Examples http://www.google.com/search?q=nestle+killer&hl=en&client=firefox
Examples
Speed 27 Minutes Before Press
Reactions Even if the users shown tweeted it first, I wouldnt believe it for a second until I heard it from a reputable media outlet, so in the end, who really cares who broke the news first? There are only a few things where 27 g minutes would make a difference to me; impending tsunami, foreign attack, etc.
HOW TO USE SOCIAL MEDIA FOR CRISIS MANAGEMENT
Examples Research In Motion Mike Lazaridis Mike straightforward explanation without offering a timeline Tttw apologize: 18 seconds
Examples JetBlue David Neeleman early adopter, 2007 130,000 stranded passengers clearly working without a script never explicitly apologized lost his job a few months later
Examples Dominos Pizza Patrick Doyle YouTube apology members dismissed felony warrants for their arrest Tttw apologize: 14 seconds. p g
Examples Who Tttw (in sec ) sec.) Skype, CEO Tony Bates 13 Groupon CEO Andrew 34 Masons Netflix CEOReed Hastings Hastings, 17 COO Andy Rendich Eurostar CEO Richard Brown 5 BP Tony Hayward 38 Sony Kazuo Hirai 19 Toyota Jim Lentz, Jon Williams 20 (240)
HOW QUICKLY CAN YOU MAKE YOUR CEO APOLOGIZE?
SOCIAL MEDIA CRISIS A VALID BCM EXERCISE ? !
How Identify the kind of crisis you could face. erroneous tweet rogue employee full scale industrial accident Work that across different channels like Facebook, Twitter, video channels, blogsg and online media. Its about as close to managing a real crisis It s as you can get. Adrenalin and stress levels throughout the simulation are high.
Debrief M k copies and record all tweets, status updates, blog Make i d d ll t t t t d t bl comments, etc. Keep copies of all digital communication p p g Analyze website traffic and search volume patterns Where did the crisis break? When? Where did it spread, and how? Did your internal notification work? (who detected it first ?) How did your response protocol work? Any supporters/ allies rising to y y pp / g your defense? ( (THX!) ) Employees informed? Information Gap public and internal?
Tips Constantly monitor. Know the difference Key things to track: between a social media Organization name i i attack and a single CEO and other high- negative comment. profile people Be able to respond in Marquee products or real time to negative services by name publicity. Waiting a Social S i l media accounts (if di t single day can be too not tracking with social media tools) late. Your blog name Understand the impact Your events that a social media Competitors C tit attack could have on your company.
Contact
Whats The Role Of Social Media In Bcm Dominique C Brack, SBCI
? Answer Answer Quest Q Yes Y Yes Start known Answer ions? ? No No Thankthe Tellthetime audience isup,sorry! Leavethe room

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Whats The Role Of Social Media In Bcm Dominique C Brack, SBCI

  • 1. STREAM C Thought Leadership WHATS THE ROLE OF SOCIAL MEDIA IN BCM? The two sides of Social Media: Social Media as a very specific scenario for disaster or social media within a disaster
  • 2. About me International Consultant Australia/ Europe China Vietnam Malaysia Banking/ Finance Dominique C. Brack, SBCI www.Reputelligence.com R t lli Military/ Government dbrack@reputelligence.com Highly strategic New media N di
  • 3. The two sides of Social Media Social Media as a very specific scenario for disaster or Social media within a disaster
  • 4. WHAT IS SOCIALMEDIA? A QUICK PRIMER
  • 11. Ignorance Underestimation (lackofknowledge) SeniorManagement/ Executives Data Sensibility Frustration Overestimation NewEmployees/GenY IT Affinity
  • 12. 京艶壊岳油界温壊艶 Ignorance Underestimation (lackofknowledge) SeniorManagement/ Executives Data Sensibility Frustration Overestimation NewEmployees/GenY IT Affinity
  • 13. Social media incidents follow a very specific pattern and y p p dynamic. Understanding the pattern and dynamic behind social media events and incidents can significantly improve resiliency. When does an incident become a crisis? THE PROBLEM LIFE CYCLE
  • 14. Lifecycle Level of Public interest/ # involved parties Influence Government CLM Zone Bodies Groups Public Media, Politicians Press Activists, Level of Scentists Formalism Intellectuals Academia Personal $ $ $ $ $$ $$$ $ $ $ $ $ $ $$ $ $ Involvement Single Trend Single T d Systemic S stemic Request Req est Claim Claim Formal Settlement Latent S ttl t L t t Event Claim Regulation Time
  • 15. CLM Zone Characteristics: Everything is happening at light speed ey g s appe g a g Hyper transparency is expected Dialogue are as important as information Within a crisis you have a million friends There are no secrets Update y p your CV
  • 16. Response Before C i i B f Crisis During C i i D i Crisis Monitoring/ Weekly reporting. Daily or even hourly Reporting Monitoring of all relevant media monitoring. (internet, print etc ) (internet print, etc.) Stakeholder Relationship building establishing trust Involvement of the supporters Analysis and credibility with supporters. Sustain and allies. and develop relationships plan and execute exercises and project. Rally with your allies. Bonding. Communic Establishing a communication strategy. Activation of the collaboration ation Identification of the key stakeholder in platform. Establishing Strategy your industry. Train staff. Building a communication. collaboration platform. Dark web. p Response Development of a company blog, Use of the existing website, twitter handle, YouTube etc. communication channels and Manifest your social media presence. paths. Distribute information Claim Cl i your space. timely and lead the di l ti l d l d th dialog.
  • 17. "THE TIME TO REPAIR THE ROOF IS WHEN THE SUN IS SHINING. - JOHN F KENNEDY F.
  • 21. An internal crisis can turn in a heartbeat into a full blown media crisis with material damage to your company. EXTERNAL SOCIAL MEDIA CRISIS
  • 22. Dell Jeff Jarvis A worn out case study?
  • 23. Today
  • 24. Today Over 24,000 Dell employees have undergone social media training. Some 3,000 became internally certified to use social media on behalf of the company (3 training courses). Customer service and social media responders for 11 languages.
  • 25. AGGREGATION IS THE KEY WORD
  • 30. Reactions Even if the users shown tweeted it first, I wouldnt believe it for a second until I heard it from a reputable media outlet, so in the end, who really cares who broke the news first? There are only a few things where 27 g minutes would make a difference to me; impending tsunami, foreign attack, etc.
  • 31. HOW TO USE SOCIAL MEDIA FOR CRISIS MANAGEMENT
  • 32. Examples Research In Motion Mike Lazaridis Mike straightforward explanation without offering a timeline Tttw apologize: 18 seconds
  • 33. Examples JetBlue David Neeleman early adopter, 2007 130,000 stranded passengers clearly working without a script never explicitly apologized lost his job a few months later
  • 34. Examples Dominos Pizza Patrick Doyle YouTube apology members dismissed felony warrants for their arrest Tttw apologize: 14 seconds. p g
  • 35. Examples Who Tttw (in sec ) sec.) Skype, CEO Tony Bates 13 Groupon CEO Andrew 34 Masons Netflix CEOReed Hastings Hastings, 17 COO Andy Rendich Eurostar CEO Richard Brown 5 BP Tony Hayward 38 Sony Kazuo Hirai 19 Toyota Jim Lentz, Jon Williams 20 (240)
  • 36. HOW QUICKLY CAN YOU MAKE YOUR CEO APOLOGIZE?
  • 37. SOCIAL MEDIA CRISIS A VALID BCM EXERCISE ? !
  • 38. How Identify the kind of crisis you could face. erroneous tweet rogue employee full scale industrial accident Work that across different channels like Facebook, Twitter, video channels, blogsg and online media. Its about as close to managing a real crisis It s as you can get. Adrenalin and stress levels throughout the simulation are high.
  • 39. Debrief M k copies and record all tweets, status updates, blog Make i d d ll t t t t d t bl comments, etc. Keep copies of all digital communication p p g Analyze website traffic and search volume patterns Where did the crisis break? When? Where did it spread, and how? Did your internal notification work? (who detected it first ?) How did your response protocol work? Any supporters/ allies rising to y y pp / g your defense? ( (THX!) ) Employees informed? Information Gap public and internal?
  • 40. Tips Constantly monitor. Know the difference Key things to track: between a social media Organization name i i attack and a single CEO and other high- negative comment. profile people Be able to respond in Marquee products or real time to negative services by name publicity. Waiting a Social S i l media accounts (if di t single day can be too not tracking with social media tools) late. Your blog name Understand the impact Your events that a social media Competitors C tit attack could have on your company.
  • 43. ? Answer Answer Quest Q Yes Y Yes Start known Answer ions? ? No No Thankthe Tellthetime audience isup,sorry! Leavethe room