Digital Day Out New Zealand - TheOnlinecircle.com

Social Media and online crisis.
www.theonlinecircle.com 1 of 60

meet Lucio Ribeiro
www.theonlinecircle.com

I work
Online business strategist –TheOnlineCircle.com

Which means I’m constantly
researching, developing and executing
solutions using online tools.

Let’s talk?
Lucio@theonlinecircle.Com
Twitter.Com/lucio_ribeiro
Linkedin.Com/in/luciodiasribeiro

NZ 24of20
Regular activities:
* wikis is up 26%
* creating social profiles is up 16%
* updating profiles is up 17%
* looking at others’ social profiles
is up 16%
Nielsen 2010 Social Media Report
* 8 in 10 sent or shared a photo
* 8 in 10 posted photos online
* 7 in 3 sent or shared a link

EXPECTATION
• 5 in 10 want companies to
respond to requests on social
media
• 4 in 10 want companies to
solicit feedback
• 57% feel better served by
companies on social media
25of20

There was a time when companies still
controlled their message to the public
3/20

Does Online Crisis Happen?
29/20
???

Sometime things can go wrong

CRISIS PLANNING
1. Determine the Reality through a Social Media audit.
2. Map your existing assets and supporters.
3. Develop one strategy for each key segment. Don’t jump
into 100 tactical responses.
4. Execute Engagement Plan. Monitor response.
5. Refine strategy. Execute further.
6. Leverage your good work for a future robust community.
35

ANALYSIS, INTERPRETATION AND
INSIGHTS
1. 73% of all online content is user generated.
2. 7 out of the top 10 websites in the world are social.
3. 45% of search results for the world's top 20 largest brands are now linked to
user generated content. (Nielsen Ratings 08/2010).
This means:
1. Considerable risk (search results may lead to negative references)
2. Massive data sets.
3. A challenge to discern what is valuable and what is noise.
You need a combination of:
- Technology + Human analysts
- Knowledge of multi-environments and multi-influence across different channels

YOU NEED AN EASY WAY TO KNOW
HOW THINGS ARE TRENDING.

Scoring all mentions provides Relativity

SOMETIMES YOU WANT TO KNOW MORE.

Analyst’s insights highlight the issues.

ANALYSIS, INTERPRETATION AND
INSIGHTS
Consider:
-The psychology of how online users think, feel, reason, and select
between different channels (Twitter, Facebook, Digg, Delicious, YouTube).
-The psychology of how the consumer is influenced by his or her
environment (e.g., The Bystander effect, Paradox of Choice).
- The behaviour of consumers while consuming multiple medias.
- How Online users perceive themselves online and offline.

WHAT ARE WE MONITORING?
ANY PLACE WHERE THERE’S A CONVERSATION EVEN
IF ITS NOT VISIBLE.

45
Social Media Fragmentation
This can mean different
things, examples:
a)Individual Product
Managers executing
unilaterally
b)Passionate Consumers
c)Brand activists and
antagonists
d)Competitive Sabotage

46
Social Media Centralisation
Instead of allowing
networks to evolve
without direction, it pays
to actively manage your
network.
We can now knit
networks together to
create productive
individuals and smart
communities.

ONE STRATEGY FOR EACH KEY SEGMENT 47

ENGAGEMENT PLAN. MONITOR. RESPONSE.

CRISIS PLANNING
Think about:
1) Responding Defensively
2) Threatening
3) Fuelling
4) Hostile transference *
49

SOCIAL MEDIA KNOWLEDGE IS
POWER
In 1980 you couldn’t control a consumer media crisis without
pulling strings with journalists and reporters.
You wouldn’t know where the crisis or next attack would come
from.
Now you are in the chair.
You control. You own the information. You have risk mitigation
at your finger.
50

CRISIS PLANNING: PREPARE YOUR
COMPANY FOR SOCIAL MEDIA ATTACKS
1) Company critics and coordinated attacks.
51

2) Facebook Fan page brand-jacking and url-jacking is the new strategy
for tree-huggers
52

3) Ownership disappears and sense of invisibility increases
53

FORENSICS
Some characteristics of Internet attackers
54
1. Anonymity
2. Invisibility
3. No Stop/start communication
4. No authority
5. Voices in your head
6. An imaginary world

FIGHTING BEHAVIOUR IN A CRISIS –
THE HOW-TO
55
a) Accumulate Data
b) Learn and discover the baseline.
c) Don’t take decisions based on:
-Individual opinions;
-Glaring analysis
-Personal opinions
-Emotional outbursts
-Moral and local leanings
d) Try to talk but not to have the last word.

INTEGRATED TALENTS IS GOOD

ENGAGEMENT INTO ACTION -MORO
BACKGROUND: Kiwi consumers took to Social
Media sites to express their disapproval at Cadbury’s
manufacturing and recipe changes .
With production of Moro transferring to Australia a
different approach was needed to protect the position
of New Zealand’s 4th most popular chocolate bar.
OBJECTIVE: Reduce negative online mentions
involving the changes to the Moro bar.

ENGAGEMENT INTO ACTION -MORO
STRATEGY: Involve online consumers in the refinement of the Moro
recipe.
Consumers were invited to give feedback via an online survey hosted
on Cadbury’s Community website, Choclovers. This positioned Cadbury
as listening to it’s consumers.
Passionate fans were invited to join the ‘Moro Bar Advisory Panel’,
receive updated versions of the product and participate in surveys.
Part of the strategy involved using Facebook and Twitter to recruit
and cultivate panellists.
OUTCOMES: This pro-active approach helped nullify online
conversations and turn disillusioned consumers into brand advocates.
The Moro Bar Advisory Panel was so successful TVNZ enquired about
doing a story on the Advisory Panel.

LOOKING FORWARD
1) Learning
2) Acting
3) Protecting

ABC CHANNEL AUSTRALIA ON TWITTER

WORKSAFE

BE PREPARED BEFORE

THANK YOU & ANY QUESTIONS?
Email: lucio@theonlinecircle.com
Twitter: www.twitter.com/lucio_ribeiro
www.online1984.com

Digital Day Out New Zealand - TheOnlinecircle.com

Recommended

Recommended

More Related Content

What's hot

What's hot (11)

Similar to Digital Day Out New Zealand - TheOnlinecircle.com

Similar to Digital Day Out New Zealand - TheOnlinecircle.com (20)

More from Lucio Ribeiro

More from Lucio Ribeiro (20)

Recently uploaded

Recently uploaded (20)

Digital Day Out New Zealand - TheOnlinecircle.com