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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