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Crisis Communication

STORIES FROM THE FRONT LINEIntroduction to PR and Social Media Tools, Tips & Best Practices

Online Marketing Capabilities Program Facilitated by: Miles Media

CRISIS COMMUNICATIONOn the Real Time Web

CRISIS COMMUNICATIONOn the Real Time WebPresenters

Chris AdamsDirector of Online MarketingMiles Media

Doug LucianiVISIT FLORIDA Publisher, Miles MediaPublic Relations Representative, VISIT FLORIDAChief Associate/Owner, PRofit from PR, PR-Marcom Agency

Dr. Dirk GlaesserUN World Tourism OrganizationChief, Risk & Crisis Management

CRISIS COMMUNICATIONOn the Real Time Web

Topics & Takeaways• RTONZ Online Marketing Capabilities Program

1. Crisis Communication On the Real Time Web2. Florida Case Study – Fire, Hurricanes, Oil Spill3. Key Crisis Lessons : Dr Dirk Glaesser UNWTO4. Question & Answer5. Follow Up: Resources & Links

RTO Online MarketingCapabilities Training & Support

ProgramMarch 2011 to December 2011

Program Managed by:

Objectives of Program

1. Develop ‘best practice’ online marketing skills.2. Practical, specific, hands on training & support.3. Help maximise ROI from online marketing $$. 4. Focus on relevant challenges & opportunities. 5. Develop analytics, research & reporting skills.

Program Managed by:

Performance Measurement1. Google Analytics, to benchmark against NZ & Intl. DMOs*2. Option: Quantcast audience measurement (demographics)3. Measure audience (traffic), engagement and ‘Signals of Intent to Travel’ (Goals). 4. Social Media scoring survey – “How Social is Your DMO?”

*Confidentiality: individual Google Analytics results are kept confidential to each RTO and only overall averages & results published.

Program Steps1. Baseline performance

measurement2. RTO input (online survey)3. 2 Workshop & 1-2 Webinars4. Mid Point Evaluation5. 1 Workshop & 1-2 Webinars6. Final Performance Measurement

March – April 2011

March 2011

March to June

July 2011

July 2011 to Dec. 2012

By Christmas 2012

Program Managed by:

Crisis CommunicationSTORIES FROM THE FRONT

LINEIntroduction to PR & Social Media Tools, Tips & Best Practices

CRISIS COMMUNICATIONOn the Real Time Web

CRISIS COMMUNICATIONOn the Real Time WebTrust

• 76% of consumers don't believe that companies tell the truth in advertisements

Source: Y Partnership

• 52% don't trust websites that sell travel Source: Benchmark group

• 89% trust the advice & information of other travellers.

Source: Forrester Research/Intelliseek

CRISIS COMMUNICATIONOn the Real Time Web

Reach• 10,000 Followers• 1st Level: 20% Share (with 120 Fans/Friends)• 2nd Level: 5% Share (with 120 Fans/Friends)• 3rd Level: 1% Share (with 120 Fans/Friends)

3,408,000Network Effect:

CRISIS COMMUNICATIONOn the Real Time WebOld World

Tools of communications that should be considered include:• Media releases• Holding statement• Media conferences• Media interviews• Central contact point for media• Fact sheets• Advisory notices / Update Bulletins• Visitor Information Centres• Local Visitor Radio• Telephone calls• Switchboard scripts• Victorian Tourism Information Service (VTIS)• Emails Fax/mail outs• Meetings• Letters• Website• Newspaper notices• Advertising• 1800 number

Social Media

CRISIS COMMUNICATIONOn the Real Time Web

Old World

CRISIS COMMUNICATIONOn the Real Time Web

Impact of Social Media

• Faster• Hyper-local• Transparency• Critics & Creators

(Online Ambassadors)

CRISIS COMMUNICATIONOn the Real Time Web

Crisis Communication

New: Crisis Conversations• Listening• Participating• Engaging• Dialogue

CRISIS COMMUNICATIONOn the Real Time WebWhat’s the Plan

• Do you have a crisis communication plan?

• Is it up to date?• Ignoring the situation

doesn’t mean it will go away.

• Be consistent, be honest

CRISIS COMMUNICATIONOn the Real Time WebWhat’s the Message

• Develop a message and supporting points.

• The messengers?• Is everyone on the

same page? • Need to be sensitive

to areas impacted directly.

CRISIS COMMUNICATIONOn the Real Time Web

What’s the Message

• External forces shape message

• Consumer geographic awareness

• Media images

CRISIS COMMUNICATIONOn the Real Time Web

Florida – Case Study

• Florida Crisis– 1998: Wild fires

– 2004-2005: 8 hurricanes

– 2010: Gulf Oil Spill

CRISIS COMMUNICATIONOn the Real Time Web

Case Study: Florida Live

In the days after the oil spill…• Canceled reservations,

decline in future bookings• 30% of travelers were less

likely to visit• 54% of conversations on

Twitter trended negatively

CRISIS COMMUNICATIONOn the Real Time Web

Case Study: Florida Live• Multiple channels• Integrated content into

VISITFLORIDA.com• Local DMO Twitter feeds• Facebook Fan Images• WebCam links• Video blog• Content widgets

CRISIS COMMUNICATIONOn the Real Time WebConversation

1. Listening2. Participating3. Engaging4. Dialogue

CRISIS COMMUNICATIONOn the Real Time Web

Case Study : Florida Live1. Audience

3. Conversions

2. Engagement

187,000 visitors2,500 mobile visitors43,000 ‘active’ social media fans

Time on Site: +17%Bounce rate: -11%Posts, Reposts, ReTweets.

Campaign specific vs. traditional

CRISIS COMMUNICATIONOn the Real Time Web

Case Study : Florida Live

• Smith Travel -- occupancy rates in NW Florida up 5% in June vs. previous year.

• 60% of those who saw Florida Live online knew more about Florida’s beaches and felt assured they were open and safe

• 31% of those who went to VISITFLORIDA.com were more inclined to take a vacation before Labor Day.

CRISIS COMMUNICATIONOn the Real Time Web

More Information

http://budurl.com/rtocrisis04

CRISIS COMMUNICATIONOn the Real Time Web

1. Social Media Interactions on Site

Three Areas for Social Media Measurement

3. Social Media Engagement Off Site

2. Social Media Referrals to & from Site

Syndication & Content Seeding

CRISIS COMMUNICATIONOn the Real Time WebMeasure & Manage

CRISIS COMMUNICATIONOn the Real Time Web

Web Address with Tracking Code: http://www.RTOwebsite.co.nz/update1?utm_source=TwitterEvent01

URL Shortener: http://goo.gl/Aq5oS

Campaign Tracking Codes1. Create a tracking code for each type of post.2. Use a url shortener to create a social media link

http://goo.gl/Aq5oS

CRISIS COMMUNICATIONOn the Real Time WebMore Free Tools

CRISIS COMMUNICATIONOn the Real Time Web

Sentiment Analysis

CRISIS COMMUNICATIONOn the Real Time Web

Takeaways1. Have a Crisis Communication Plan2. Have a clear message – be honest &

transparent3. Integrate “Conversation” & “Community”4. Target the “critics” and “creators”5. Monitor, Measure & Manage

CRISIS COMMUNICATIONOn the Real Time Web

Crisis Lessons

Dr Dirk GlaesserUN World Tourism Organization (UNWTO)Chief, Risk & Crisis Management

CRISIS COMMUNICATIONOn the Real Time Web

Takeaways1. Have a plan2. Speed, transparency, honesty3. The importance of Images & Guarantees4. Be Proactive.

CRISIS COMMUNICATIONOn the Real Time WebResources & Links

• Social Media Marketing in a Crisis: VISIT FLORIDA and the BP Deepwater Horizon Oil Spill http://budurl.com/rtocrisis03 & http://budurl.com/rtocrisis04

• Rebuilding Brand Christchurch Dr Mathew McDougall SinoTech. http://budurl.com/rtocrisis05

• 3 Crisis Survival Lessons in the Social Media Age: Mashablehttp://budurl.com/rtocrisis06

• How to Use Social Media for Crisis Management: Social Media Examiner: http://budurl.com/rtocrisis07

• Victoria, Australia Crisis Communication Booklets: http://budurl.com/rtocrisis01

Florida Live Example: www.floridalive.com or www.visitflorida.com/floridalive

CRISIS COMMUNICATIONOn the Real Time Web

Resources

UN World Tourism Organization (UNWTO) Crisis Management Booklet (Published: 2011) http://budurl.com/rtocrisis02