CRISIS MANAGEMENT:Web Marketing Company Reverses Online Controversy to Increase Social Media Engagement 1,023%, Reach Over 370,000 Homes through Local Media CoverageCecil The Lion: Turning Negative Comments Into Positive Exposure for Page 1 Solutions

17301 W. Colfax Ave. #275 Golden, Colorado 80401 | (303) 233-3886 | www.page1solutions.com

Executive Summary

Live monitoring and response on social channels Targeted distribution of media queries and collateral Publication of custom content Consistent communication among internal stakeholders Delegation of tasks to specific team members

Dr. Walter Palmer, a dentist who previously purchased Web marketing services from Page 1 Solutions, became the subject of an international outcry after he admitted to killing Cecil, a celebrity lion in Zimbabwe. Page 1 Solutions also became the target of online outrage when users formed the erroneous conclusion that Page 1 still had a business relationship with Dr. Palmer.

Page 1 Solutions was able to turn this negative situation into a positive opportunity through a crisis management approach involving:

Overall Results• Facebook

+1,023% - impressions+ 525% - fans

• Twitter+812% - link clicks+614% - mentions+367% - retweets+160% - followers+91% - impressions

• Web traffic+57% - sessionsReferral traffic

+309% - social +235% - email+200% - referral+41% - organic search

-3% bounce rate• Search visibility

+3 target keywords on first page of Google SERP

Online search

Web traffic

Social Media

About Page 1 SolutionsPage 1 Solutions is a Web marketing company based in Golden, Colorado, serving dentists, plastic surgeons, ophthalmologists, and lawyers. Founded in 2001, the agency has grown to include a team of nearly 50 professionals.

Through services such as Web hosting, search engine optimization, website design and development, Internet marketing consulting, social media, custom Web content, and more, Page 1 Solutions collaborates individually with clients to attract and capture high-quality leads while growing practice revenue.

Challenges

1). Separating itself from the lion killing controversy and clarifying the facts of the terminated business relationship with Dr. Palmer.

2). Resolving online questions and concerns to dispel the negative (and inaccurate) image users were forming of Page 1 Solutions.

3). Repositioning the story to turn negative misconceptions of Page 1 Solutions into positive perceptions, and focus on the company’s contributions to the community.

In the wake of the outcry over Cecil’s killing, Page 1 Solutions was facing approximately 75 insulting and even threatening comments from users on social media, as well as nine one-star reviews on the Page 1 Facebook page from users who had never used the company’s services. Staff members also received three angry phone calls.

The company goals in light of these challenges were:

CampaignStep 1: Analyze and Understand the Problem

Members of the Page 1 team were initially unaware of the former business relationship between Dr. Palmer’s dental practice and the company. Research uncovered that Dr. Palmer’s website domain name had not been transferred when he moved his practice to a different marketing company. Users also accessed archive.org and found the company name in the website footer after Dr. Palmer reverted to the design originally created by Page 1 Solutions.

CampaignStep 2: Address Concerns on Social Media

Users upset about what they believed to be the agency’s ongoing association with Dr. Palmer largely took to social media to express their anger. The Page 1 Solutions social media team began responding individually to the comments and questions left on company profiles to clarify that Page 1 no longer had a relationship with Dr. Palmer.

When non-clients left negative reviews of Page 1 on Facebook, social media team members also contacted Facebook to inquire about removing these erroneous reviews.

CampaignStep 3: Position Story with Media

Employees at Page 1 Solutions began pitching coverage ideas to local media outlets to a). clarify that the agency no longer had any affiliation with Dr. Palmer and b). tell the company’s side of the story. Staff members called reporters at the local affiliates directly, and supported the phone calls with email, press release collateral, and messaging developed by internal stakeholders to present the facts in brief and customize the message for the audience of each news outlet.

Team members also used elements of this messaging to support a statement released on the company blog by the agency president, as well as to create content for the newsletter shared with employees and clients. An email was distributed to clients based on this messaging as well.

In addition to timely coverage by local news media, employees at Page 1 also began identifying guest publishing opportunities to share perspectives on this situation via marketing industry websites and blogs.

RESULTS:

• Social Media• Web Traffic• Online Search• TV & Radio• Print & Web Publications• Press Releases• Guest PublishingCecil The Lion: Turning Negative Comments Into Positive Exposure for Page 1 Solutions

17301 W. Colfax Ave. #275 Golden, Colorado 80401 | (303) 233-3886 | www.page1solutions.com

The active social media management and engagement with traditional media made it possible for Page 1 Solutions not only to distance the company from the controversy directed at Dr. Palmer but also engage with clients and members of the general public in a positive light that emphasized Page 1’s community contributions.

Following is a look at some of the positive effects of this crisis on Page 1’s Web presence and performance.

Results: Facebook• Facebook impressions two weeks before crisis vs. two weeks after: 5,545 vs. 62,262

1,023% increase• New Facebook fans two weeks prior vs. two weeks after: 4 vs. 25

525% increase

Results: Twitter• Twitter impressions two weeks before crisis: 23,235• Twitter impressions two weeks after: 44,457

91% increase

• Two weeks prior

• Two weeks after

• Percent Change

New Twitter

Followers

15

39

+160%

New Twitter

Followers

17

155

+812%

Twitter Mention

s

7

50

+614%

Retweets

3

14

+367%

Results: Web Traffic• Overall traffic to company website two

weeks before crisis vs. two weeks after: 2,190 vs. 3,442 57% increase in sessions Referral traffic source increases:

• Social: + 309%• Email: + 235%• Referral: + 200%• Organic search: + 41%

3% drop in bounce rate• Traffic for initial crisis statement on

company blog: 396 pageviews 8% of total Web traffic for two-week

period• Traffic for president’s post on company

blog: 430 pageviews 8% of total Web traffic for two-week

period

Results: Search Visibility• During the period of the crisis, content on the page1solutions.com domain

experienced the following improvements in Google search results: Pages for 3 target keyword terms moved onto the first page Pages for 2 target keyword terms moved onto the second page of results

• Additionally, no content for target keyword terms fell from the first page or the first 10 pages of search results

Results: TV & Radio• Fox31 Denver – KDVR Tuesday, July 28th

9p nightly news: 61,000 viewers 10p nightly news: 23,000 viewers

• CBS4 Denver – KCNC Wednesday, July 29th 5p evening news: 65,000 viewers

6:30p evening news: 48,000 viewers 10p nightly news: 102,000 viewers

• 850 KOA-AM – Wednesday, July 29th 5-6p Colorado‘s Afternoon News: 73,100 listeners

Results: Print & Web• Company President interviewed by tech

reporter from The Denver Post Social metrics:

• Facebook shares: 35• Google+ shares: 9

Comments: 1• Positive comment condemning actions

of online mobs

Results: Guest Publishing• PR Daily guest post published to front page• 384 social interactions and comments within one week of publication:

Facebook: 144 LinkedIn: 112 Twitter: 80 Google+: 36 Pinterest: 1 Comments: 13

Results: Press Release

• Press release on company response to crisis - week 1: 71,241 impressions 1,341 full-page reads

• Press release on adoption of lion from local wildlife preserve - week 1: 16,361 impressions 973 full-page reads

COLLATERAL:

17301 W. Colfax Ave. #275 Golden, Colorado 80401 | (303) 233-3886 | www.page1solutions.com

• Media Coverage• Creative Samples• Timeline

Cecil The Lion: Turning Negative Comments Into Positive Exposure for Page 1 Solutions

Media CoverageIncludes Interviews with Page 1 Solutions Team Members: • Fox 31 Denver (Page 1 President Dan Goldstein)• CBS4 News - Denver (Page 1 President, Social Media Specialist Andrew Wasyluk)• The Denver Post (Page 1 President)• Denver Business Journal (Page 1 President, Social Media Specialist)• 850 KOA (Page 1 President)

Picked Up from Press Release• CBS4 News - Denver• Street Insider • Colorado Public Radio • WRCBTV - Chattanooga• World News• Benzinga• Industrial IT.EU

Creative SamplesLinks: • Initial statement on company blog• Statement by company president respo

nding to the crisis• Press release response to controversy• Guest post on PR Daily• Press release announcing Page 1 Soluti

ons, Altrumedia lion adoption

Timeline:Tuesday, July 28th

9a: Article about Cecil’s death circulated

11a: Social media attacks begin – Facebook

contacted re: false 1-star reviews – Social

monitoring continues throughout day

12p: Statement submitted to Director of Account Services

4p: Statement uploaded to company website

4-5p: Local media contacted about story

opportunity

5-6p: Fox31 interviews Page 1 President on

location

9p: Fox31 airs story, video posted to

company Facebook page

10p: Page 1 and subsidiary Altrumedia adopt lion from local

Wild Animal Sanctuary

Timeline:Wednesday, July 29th

10:30a: President publishes blog post

11:30a: CBS4 interviews President and Social Media

Specialist at office

1p: Press release distributed locally

2p: Press release uploaded to PRWeb – KOA interviews

President – Denver Post interviews President

5p: Guest post pitched to PR Daily – Denver Business

Journal covers story – KOA airs interview

6:30p: CBS4 broadcasts story

Timeline:Thursday, July 30th

4a: Press release distributed by PRWeb

11a: Crisis management team meeting

1:30p: All staff meeting re: crisis response

4p: Client messaging distributed by Internet Marketing Consultants and Project Managers

10:30: Guest post submitted to PR Daily

Timeline:Friday, July 31st – Monday, August 3rd

7/31 9a-2p: Crisis management team visits Wild Animal Sanctuary to

see adopted lion

8/2 2p: Newsletter copy created discussing crisis

and response

8/3 10a: PR Daily publishes guest post

8/3 11:30a: Press release on lion adoption uploaded

to PRWeb

8/3 11:30a-12p: Localized press release developed for Denver-area media

8/3 3:30p: Localized press release approved and

distributed

Timeline:Tuesday, August 4th – Wednesday, August 5th

Wednesday, August 12th

8/4 9a: Newsletter distributed within company and to clients –

main article is discussion/reflection on crisis

8/5 4a: Press release on company lion adoption distributed

8/12 9a: Facebook administrators remove erroneous 1-star reviews from Page 1 Solutions Facebook

page

Crisis Management ChecklistPage 1 Solutions actively used the following strategies to protect its reputation during the Cecil The Lion

crisis:

Delegating responsibilities to specific team members Monitoring social media channels and crafting responses in real time Releasing and promoting an official statement from the company President Targeted distribution of media queries and collateral Coordination of media requests between reporters, principals, and team members Publication of custom content Data tracking and reporting to assess impact on Web traffic, search performance, and

social media metrics Consistent communication among team members Donating time, money, etc. to make a positive contribution (if applicable)

Other agencies and small business owners can benefit from these methods in resolving their own crises.Contact Page 1 Solutions to learn more about this crisis management strategy.

www.Page1Solutions.com

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