engaging during a social media crisis

@NicoleMatejic

a CRISIS does not determine who is RIGHT - only who is LEFT. “

”

@NicoleMatejic

during acrisis

Engaging

@NicoleMatejic

By the time you hear thunder:it’s too late to build an ark.

@NicoleMatejic

Building organisational resilience

@NicoleMatejic

Organisations need to become far more resilient to what is said about them on social media… “

”

@NicoleMatejic

Two monologues

do not make a dialogue.

~ Jeff Daly

@NicoleMatejic

@NicoleMatejic

Great stories happen to those who can tell them.”“

Ira Glass

@NicoleMatejic

@NicoleMatejic

•increased sales by 15%•85 million children reached•brand goodwill generated? Priceless

LEGO 2014 report card:

840k + 850k468k +13 million +over 7+ accountsover 14+ pages over 4+ accounts on one channel

@NicoleMatejic

@NicoleMatejic

123

Accept that failure is part of the process. Manage expectations.

Succeed despite, don’t fail because.

Build your social storytelling capabilities before you need them.

@NicoleMatejic

The Comfort ZoneWhat types of media are your executives using for business as usual communications?

@NicoleMatejic

Communicatingwith influence

@NicoleMatejic

You can’t influence the online conversation if you are not online.

“”

@NicoleMatejic

MassPopulation

The Inversion of Influence

18

Authority & Influence

Influence

Authority

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, 28-country global total.

85% of population

48 Trust Index

15% of population

60 Trust IndexInformed Public

Source: Edelman 2016 Trust Barometer

@NicoleMatejic

On social media it’s less about what you say and more about how you make people feel.

“”

@NicoleMatejic

71

69

67

45

32

28

Search

TV

Social

Newspapers

Magazines

Blogs

Influence of Peer-Driven Media

Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, 28-country global total, question asked of half the sample. 19

Percent who use each media source several times a week or more

2 of top 3 most-used sources of news and information are peer-

influenced media

General Population


@NicoleMatejic

Stories aren’t just words…they are intent in action.

@NicoleMatejic

@NicoleMatejic

OTTAWA — Prime Minister Justin Trudeau greeted a planeload of weary Syrian

refugees landing in Toronto early Friday, telling the first to disembark that “you’re safe at home now” as he handed them

winter coats.

@NicoleMatejic

@NicoleMatejic

123

Social media connects with people’s emotions:use this during a crisis to communicate with intent.

You can’t become a trusted storyteller during a crisis.

Outrage is manufactured. Don’t let your response to it be anything but authentic.

@NicoleMatejic

Analyse…Is what you are saying at odds with what you are doing?

@NicoleMatejic

your social media to avoid it managing you

Manage

@NicoleMatejic

The key to unlocking social media data is to humanize it.

“”

Organisational social media channels

Social data

@NicoleMatejic

Marketing

Public Relations

Customer Service

Community Engagement

•Demographics•Geographical reach

•Audience Segmentation

•Audience behaviours

•Optimal posting cycles

@NicoleMatejic

@NicoleMatejic

123

Real time sentiment analysis.

Early warning indicators.

Map risk for strategic preparedness.

@NicoleMatejic

With social media data you CAN nudge people toward your objective.

Without social media data, you’re taking a shotgun approach to your social communications.

@NicoleMatejic

123

Tell your own story or someone else will.

Start and be open to conversations that matter.

Think content.

@NicoleMatejic

Think Crisis ContentWhat types of content are you planning on using during crisis communications?Are you operating in ‘The Comfort Zone?’

@NicoleMatejic

TrustCultivating

@NicoleMatejic

Breaking Bad.Sell your own scandal

1INTERNAL COMMS COMES FIRST

2 SAY SORRY & MEAN IT

3 DRIVE YOUR NARRATIVE

@NicoleMatejic

Breaking your own bad is all about controlling your narrative during a crisis.

“”

@NicoleMatejic

Influence

The Inversion of Influence

48

Influence& Authority

Authority

Old Model

‣ Elites have access to more/better information

‣ Elites’ interests interconnected with those of mass

‣ Becoming an “elite” open to all

New Reality

‣ Peer-to-peer influence more powerful than top-down

‣ Increasing distrust among mass population

‣ Mass movements based on dissatisfaction and urgency

The Divide

‣ Democratization of information and more information

‣ High-profile revelations of greed and misbehavior

‣ Income inequality


@NicoleMatejic

50%

6761

5346

3946

4034

3026

78

65 6255

4944 42

3732 31

My friendsand family

An academicexpert

Companiesthat I use

Employees ofa company

A companyCEO

A journalist A well-knownonline

personality

Electedofficials

Celebrities Companies I don’t use*

Every Voice Matters

Source: 2016 Edelman Trust Barometer Q598-609. Thinking about the information you consume, how much do you trust the information from each of the following authors or content creators? (Top 4 Box, Trust) General Population, 27-country global total, question asked of half the sample.

* Asked as “Brands I don’t use” in 2015. 46

Percent who trust information created by each author on social networking sites, content sharing sites and online-only information sources, 2015 vs. 2016

+11

General Population

+10

2015 2016


@NicoleMatejic

Make it easy for people to find your narrative during a crisis. “

”

@NicoleMatejic

Break your own Bad newsHow easy is it to find your narrative during a crisis?

@NicoleMatejic

123

The way you present information makes it newsworthy.

The way you set an agenda and frame content, makes it influential.

The way you amplify that content sets you apart from the online crowd.

@NicoleMatejic

Social media is about sociology and psychology more than technology.

“”~ Brian Solis

@NicoleMatejic

Do you have a #CrisisComms plan?What are your 3 top organisational pain points?

What is your “zombie” apocalypse?

@NicoleMatejic

ark builder?or a good swimmer?

are you an

@NicoleMatejic

[ ? ]

engaging during a social media crisis

Social Media