Learning from experts about shipping and selling items, inventory and crisis communications #futureinventory Speakers from: @edelmandigital @expertrecall @consumerbell @larrykamer

1. The Future of Inventory Webinar
Learning from experts about shipping and selling items,
inventory and crisis communications
12/12/12

2. What You Will Learn Today
• Recall Protection
• Saving Crisis Costs
• Reduce Online Risk
#futureinventory

3. Agenda Topics
1. Logistics
2. Digital Strategy
3. Crisis Communications
4. Online Solutions
#futureinventory

4. Speakers
Mike Rozembajgier
VP Recalls at ExpertRecall
Daniel Webber
VP Digital Public Affairs
Edelman Digital
Larry Kamer
Principal at Kamer Consulting
Ellie Cachette
CEO at ConsumerBell
#futureinventory

5. 1. Logistics
Mike Rozembajgier, VP Recalls at ExpertRecall
Digital strategy

6. Copyright, Stericycle
#futureinventory

7. #futureinventory

8. Copyright, Stericycle
#futureinventory

9. Copyright, Stericycle
#futureinventory

10. Copyright, Stericycle
#futureinventory

11. 2. Digital Strategy
Dan Webber, VP, Edelman Digital Public Affairs
Digital strategy

12. It Can Always Get Worse

13. Crisis Defined The Public Wants To Know
 What happened?
 Why?
 Who or what is to blame?
 Who’s in charge?
 When did you know?
 What are you doing about it?
 How do I know it won’t happen again?
#futureinventory

14. What This Means For You
 Constant incoming Recalls Will Test Your Response Capabilities
• Across multiple time zones
• In multiple languages
• By various critics
• Upticks in litigation
 Overwhelmed and distracted staff
 Inefficiencies in response due to business silos
 Stretched and often insufficient resources
 Inability to fight emotional claims with facts
 Social channels become a liability
#futureinventory

15. Social Media Creates New Problems
#futureinventory

16. Search Engines and Social are the Battlegrounds
PAID SEARCH
OPTIMIZED
SEARCH
GOOGLE
ALERTS
#futureinventory

17. Breaking News Drives Online Searches
Search Activity Will Be at an All-Time High During a Recall or Crisis
Google Trends
NapNanny.com
#futureinventory

18. There is a Vacuum for Content Online
If You Don’t Fill It…Somebody Else Will
http://www.colbertnation.com/the-colbert-report-videos/24039/october-17-2005/the-word---truthiness
#futureinventory

19. Effective Management System
Recalls Will Test Your Response Capabilities
Preparation is Rapid
Key Response
• Vulnerability • Website / social assets
assessment • Train community • 24/7 - Multiple
managers/spokespeople • Message discipline languages
• Monitoring (online and • Don’t forget about your
offline) • Create rapid response • Third-party support
story
protocol • Address misinformation
Early Warning Coordinated
System Response
Test/Practice & Refine
#futureinventory

20. 3. Crisis Communications
Larry Kamer, Principal, Kamer Consulting
Digital strategy

21. Current Environment
 Consumer distrust
 Media resources
 Online dissemination
 Crisis un-preparedness
#futureinventory

22. Communications Imperatives
 Empathy and expertise
 Consumers don’t care what you know…until they know
that you care.
 Provide consumers with choices
 Provide expert, independently-verifiable data
 Disprove the negative
 That the product is not unsafe.
 Stay ahead of the physical, operational aspects of
the recall
#futureinventory

23. You Need To Be Able To
 Speak
 Multitask
 Roll out a credible story on your terms - in real time
 Quickly disseminate consumer-friendly materials and website
information
 Develop key messages and media talking points
 Deploy spokesperson(s) and experts
 Reassure consumers and regulators
 Overcome adversaries
 Effectively utilize social media, including video
#futureinventory

24. What You Should Do Right Now
 Crisis management/communications plan
 Tune, test, refine
 Metrics: ability to act by :30, :60, Day One
 Communications capabilities
 Trained spokesperson
 Third-party experts
 Endorsers: benefit of the doubt
 Relationships
 Vendors and suppliers
 Regulators, political
 Media (traditional and online)
#futureinventory

25. #futureinventory

26. Grassroots Campaigns and Groups
#futureinventory

27. Alternative Media
#futureinventory

28. Anti-Corporate Campaigns
#futureinventory

29. 4. Online Solutions
Ellie Cachette, CEO, ConsumerBell
Digital strategy

30. Over a million ecommerce retailers online
will be affected by 3,000+ recalls a year
Safety Saves

31. What We Do
• Protect ecommerce inventories
• Notify / stop recall shipments
• Save time and money
Stop Selling
Inventory Send Alert
Safety Saves

32. Common Misunderstandings
• Product Responsibility (retail vs. distributor)
• % chance of handling a recall
• $ cost of participating in a recall
• Current notification technological capabilities
• Monitoring as cost cutting
Safety Saves

33. Risk Preparation
Map out your risk by items sold, volume, and preparedness
Registration News Controlled CS Mgmt Tracking
/Content Alerts
Food / packaged X X
Consumerables X X
Assortments X X X
Household items X X
Automobiles X /
Pharmaceutical X X X X
* Registration least likely + email address capture is high
** Assortments can also include monthly box subscriptions
Making Product Recalls, Easy

34. Online Preparedness
 Do you have any system in place monitoring
product and shipping safety?
 How quickly can you stop selling an item
online? How long to stop shipping process
from order?
 Email templates on file, email addresses
searchable along with products bought?
 How fast could you stop and send a notice?
#futureinventory

35. Inventory Defined
 Bestinventory management wins
 New trends and products online
 eCommerce future growth is strong
 Safety as a competitive and financial
advantage
#futureinventory

36. Contact Us
Mike Rozembajgier, ExpertRecall
mrozembajgier@stericycle.com
Daniel Webber, Edelman Digital
Daniel.Webber@edelman.com
Larry Kamer, Kamer Consulting
lkamer@kamergroup.com
Ellie Cachette, CEO, ConsumerBell
ellie@consumerbell.com
Generic Questions? Info@consumerbell.com or find us on twitter:
@expertrecall @edelmandigital @larrykamer @consumerbell
#futureinventory