Introduction The popularity of microblogging exploded onto the
Chinese Internet scene in 2010. Since then netizens have become the
media, able to produce, disseminate and consume messages at the
same time. As an important social media and online platform for
communication, microblogs have come to play a pivotal role in
breaking and amplifying crises and scandals. Handling a microblog
crisis appropriately and with compassion inspires public
cooperation and confidence, while mismanagement often wreaks havoc
on a brands image and can even lead to financial trouble. To
analyze this relatively recent phenomenon, Ogilvy PR and CIC
jointly released a white paper, Crisis Management in the Microblog
Era, which explores how brands, companies and agencies can better
understand and leverage social media platforms in times of crisis.
2012 Ogilvy PR CIC Crisis Management in the Microblog Era Crisis
Management in the Microblog Era 2
Contents Chapter I: Characteristics of Crises in the Microblog
Era P4 Chapter II: Review of Major Crises in 2011 P8 Chapter III:
Crisis Management Case Studies P16 Chapter IV: Implications and
Recommendations P35 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era Crisis Management in the Microblog Era 3
Chapter I Characteristics of Crises in the Microblog Era 1.1
Evolution of Crisis 2.0 1.2 Entering the Microblog Era 1.3 Crisis
Characteristics in the Microblog Era 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era Crisis Management in the Microblog
Era 4
1.1 Evolution of Crisis 2.0 Crisis 2.0 has developed alongside
social media since 2004 IWOM (Internet word-of-mouth) has developed
quickly alongside Chinas thriving social media scene. Now more than
ever Chinese netizens are able to freely discuss society, brands,
products and their personal lives on the Internet. Meanwhile,
netizens penchant for posting negative comments online - and the
snowball effect that has on other netizens - brought Crisis 2.0 to
the fore in a big way. Since 2004 BBS (Bulletin Board Service) has
been an important online platform for breeding and escalating
crises. In 2006 CIC released CIC IWOM Watch, which first introduced
the term crisis 2.0 and highlighted several brand crisis case
studies (IWOM Watch Highlights from 2006 to 2010, Link). By 2011
CIC had defined crisis 2.0 as a crisis generated or exacerbated by
both media and netizens on social media platforms. Crisis
Definition of IWOM IWOM, or Internet word-of-mouth, is text and
multimedia content about companies, products or services shared by
netizens, including brands and consumers, via online community
platforms, such as BBS (online discussion forums), blogs, video
sites, SNS and microblogs. IWOM can affect the credibility of a
brand, product, service and even a companys business. 2012 Ogilvy
PR CIC Crisis Management in the Microblog Era 5
1.2 Entering the Microblog Era Microblogs have become the most
crucial social media platform in crisis 2.0 History of Microblogs
in China The Crucial Role of Microblogs in Crisis 2.0 In China
microblogs were born during the social media boom in 2007.
Microblogs have constructed an Internet ecosystem After the rise
and fall of independent microblogs, the launch of Sina by
producing, distributing and consuming information, Weibo microblog
catapulted microblogs into the fast track during the establishing
an eco-circulation. 2009 growth period. Since then microblogs have
grown to be the most significant form of social media. According to
a December 2011 Once a potential crisis enters the eco-circulation,
CNNIC report, there are 250 million microblog users in China, a
297% negative information from all kinds of online platforms
increase from 2010. are aggregated and amplified by microblogs. As
traditional media start to use their own official microblog
accounts, they also start to report on more crises online and
netizens then often help to spread the news. The lines between
online and offline crises are become increasingly blurred. *Source:
CIC Sina Co-branded Microblog White Paper, 2011 Link 2012 Ogilvy PR
CIC Crisis Management in the Microblog Era
1.3 Key Crisis Characteristics in the Microblog Era Traditional
Crises Crises in the Microblog Era Speed Spreads in hours, days,
weeks Spreads in seconds and minutes Crises often erupt on
microblogs and amplifies Channel Reported by print, broadcast and
TV media interactively in new and traditional media Key Opinion
Leaders (KOL) play an important role in pushing for change, while
crisis stakeholders (victims, Traditional media plays a hugely
important netizens, brands, media) exacerbate the crisis from
multiple Role role in disseminating information, pushing for angles
and channels. Ordinary netizens and online change and demanding
answers influencers who sympathize with the victims help to spread
the message further and faster. Vivid and multiple forms such as
spoofs, videos, cartoons, Form Monotonous print, photos or TV
coverage and re-enactments Personal and emotionally charged
expressions have Tone Relatively neutral, objective, unbiased
become an important driver in the spread of a crisis Rapid fire
feedback; an inappropriate response may easily Feedback Difficult
and slow to collect feedback trigger a second crisis, or aftershock
2012 Ogilvy PR CIC Crisis Management in the Microblog Era 7
Chapter II Review of Major Crises in 2011 2.1 Top 10 Public
Credibility Crises 2.2 Top 10 Personal Crises 2.3 Top 10 Brand
Crises 2012 Ogilvy PR CIC Crisis Management in the Microblog Era
Crisis Management in the Microblog Era 8
Classification of Crises in the Microblog Era Online crises
were classified into three categories: Public Credibility Crises
focus on governments, non-governmental organizations and when there
seems to be no apparent target Personal Crises focus on
individuals, particularly celebrities or corporate executives Brand
Crises focus on corporations, private enterprise and industry From
the classifications above, we summarized and ranked the major
online crises of 2011 based on trending topics on Sina Weibo and
Tencent Weibo microblogs, Baidus 2011 top searches report and
various media review reports. We conducted in-depth studies of the
crises to determine their implications for crisis management in the
microblog era. Public Credibility Crisis Brand Crisis Personal
Crisis Brand 2012 Ogilvy PR CIC Crisis Management in the Microblog
Era
2.1 Top 10 Public Credibility Crises 7 out of 10 crises
originated from microblogs through disclosure or live broadcasting.
The Wenzhou train crash was the most heavily reported by media
while the Guo Meimei Red Cross scandal was the hottest topic on the
microblogs. Microblog Microblog Crisis Month Role of Microblog
Media Reports Media Ranking Posts Ranking Showed off luxury
lifestyle while GUO Meimei Red Cross Jun identifying herself as a
Red Cross staff on 8,421,468 73,200 1 2 scandal her verified
microblog account Buzz was amplified by the constant Little Yue Yue
run over by truck Nov discussion 6,905,024 37,294 2 6 First exposed
on microblog s with Wenzhou train crash Jul constant live posts
4,570,324 104,000 3 1 Gansu Province kindergarten Amplified the
buzz with constant Nov discussion 2,964,096 69,900 4 3 school bus
accident First exposed on microblog s with Shanghai subway accident
Sep constant updates 2,290,348 31,000 5 7 Beijings PM2.5 air
pollution Dec First exposed on microblogs 1,056,828 20,500 6 9
Government official flirting Jun Posted live on microblogs 652,412
22,100 7 8 publicly on microblog Relics stolen from Forbidden City
and opening of private May Exposed by staff through microblogs
521,804 38,600 8 5 luxury club CSDN Internet portals Amplified the
buzz with constant Dec discussion 274,740 49,200 9 4 password leak
Fake photo of Huili officials Jul Picture exposed on microblogs
146,264 15,280 10 10 Note: Data is from Jan 1 Dec 31, 2011. Media
reports refer to Baidu search engines results, microblog posts
refer to the total number of posts on Sina and Tencent microblogs.
Crises marked in orange mean that they originated from microblogs.
2012 Ogilvy PR CIC Crisis Management in the Microblog Era 10
Summary of Public Credibility Crises All major public
credibility crises in 2011 generated a huge amount of buzz online.
More often than not, the microblogs were the original sources of
the crises. Crises spread faster and farther on microblogs than
they do in traditional media. This means we must re-evaluate our
approach to crisis preparedness and response. Negative news can be
posted online at anytime, from anywhere and by anyone, potentially
increasing the damage that a crisis can cause. Luxury Private Club
in the Wenzhou Train Crash Huili Officials Fake Photo Forbidden
City 2012 Ogilvy PR CIC Crisis Management in the Microblog Era
11
2.2 Top 10 Personal Crises 6 out of 10 crises originated from
microblogs as they became a public space where people could respond
to and monitor others comments, especially those made by
celebrities and corporate executives. Senior executives
inappropriate comments can negatively impact their companies.
Microblog Microblog Media Crisis Month Role of Microblog Media
Reports Posts Ranking Ranking WANG Gongquans elopement May First
exposed on microblog s with constant live posts 2,083,488 18,200 1
2 with his mistress LI Yangs domestic violence First disclosed by
LI Yangs wife on microblog s with Sep constant posts 1,542,032
9,970 2 4 scandal LI Shuangjiang s sons beating Sep Amplified the
buzz with constant discussion 1,274,492 8,030 3 6 Pan currency in
real estate market Nov Started with PAN Shiyis post 497,180 3,050 4
8 GAO Xiaosongs drunk driving May Amplified the buzz with constant
discussion 375,144 20,600 5 1 LI Kaifus education in question Nov
Started with FANG Zhouzis post 166,936 3,340 6 7 Quality and
management of LUO Initiated through a microblog discussion between
Dec 108,888 2,410 7 9 Yonghaos English training school LUO Yonghao
and FANG Zhouzi Criticism of CHEN Guangbiaos lack Apr Amplified the
buzz with constant discussion 26,046 9,930 8 5 of philanthropy
ZHANG Chaoyang blogging Mar First exposed on microblogs with live
posts 24,733 11,600 9 3 about celebrities private wedding Monk SHI
Yongxin prostitution May Amplified the buzz with constant
discussion 18,024 1,110 10 10 scandal Note: Data is from Jan 1 Dec
31, 2011. Media reports refer to Baidu search engines results,
microblog posts refer to the total number of posts on Sina and
Tencent microblogs. Crises marked in orange mean that they
originated from microblogs. 2012 Ogilvy PR CIC Crisis Management in
the Microblog Era 12
Summary of Personal Crises 6 out of 10 major personal crises in
2011 originated from microblogs. Interestingly in all 6 cases,
corporate executives and not celebrities - were the ones that came
under fire. Senior executives and corporate heads can trigger
crises by posting inappropriate content or comments on their
microblogs. Personal crises can, and often do, tarnish the brand
image of the executives company. Quality and Management WANG
Gongquans Elopement LI Yangs Domestic of LUO Yonghaos with His
Mistress Violence Scandal English Training School V.S. 2012 Ogilvy
PR CIC Crisis Management in the Microblog Era 13
2.3 Top 10 Brand Crises 8 out of 10 microblog crises were also
traditional crises. Of these, half impacted the FMCG industry.
Famous brands with large numbers of consumers attract widespread
attention. Media Microblog Crisis Month Crisis Month Role of
Microblog Reports Posts DEPH-tainted sports drinks Shuanghuis
clenbuterol in pork Mar 73,800 May Triggered lots of buzz 1,499,140
from Taiwanese brands Da Vinci Furnitures misleading Mengniu milks
excessive Dec Triggered lots of buzz 903,952 claims about where its
products Jul 71,900 levels of aflatoxin are made Shuanghuis
clenbuterol in Mar Triggered lots of buzz 632,160 pork Honda
vehicle recalls Aug 46,900 Da Vinci Furnitures false Jul Triggered
lots of buzz 605,376 DEPH-tainted sports drinks importing May
44,500 from Taiwanese brands Siemens refrigerator door Started on
microblogs with constant Sep 396,524 Kumho Tire quality Mar 32,600
problem updates Poisoning crime using Nov Triggered lots of buzz
318,956 Otis escalator accident Jul 26,400 Coca-Cola drink Ajisen
noodle soup mix Jul 19,100 Kumho Tire quality Mar Triggered lots of
buzz 277,356 Baidu bidding for higher ranking Baidu bidding for
higher Aug 18,900 ranking scandal reported by Aug Triggered lots of
buzz 243,308 scandal reported by CCTV CCTV Mengniu milks excessive
levels Dec 16,400 of aflatoxin Johnson & Johnson baby Nov
Triggered lots of buzz 169,916 shampoo carcinogens Johnson &
Johnson baby Nov 12,400 shampoo carcinogens Otis escalator accident
Jul Triggered lots of buzz 102,652 Note: Data is from Jan 1 Dec 31,
2011. Media reports refer to Baidu search engines results,
microblog posts refer to the total number of posts on Sina and
Tencent microblogs. Crises marked in orange mean that they
originated from microblogs. 2012 Ogilvy PR CIC Crisis Management in
the Microblog Era 14
Summary of Brand Crises Microblogs have become a source of
brand crises. If highly influential key opinion leaders and media
organizations use their microblog accounts to comment on crises,
the news will spread far and wide, and fast. Microblogs offer
crisis instigators and defendants the opportunity to respond
quickly. If defendants fail to react fast enough, and in a manner
that satisfies netizens, this can easily trigger a subsequent
crisis, or aftershock. Shuanghuis Clenbuterol in Pork Kumho Tire
quality Otis Escalator Accident 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era 15
Chapter III: Crisis Management Case Studies 3.1 DONTS: Crises
that could have been handled better Guo Meimei & Red Cross Da
Vinci Furniture 3.2 DOS: Cases to learn from Durex Plagiarism
Shanghai Subway Accident KFC Recycled Oil Pan Shiyi Currency 2012
Ogilvy PR CIC Crisis Management in the Microblog Era Crisis
Management in the Microblog Era 16
3.1 Crisis Donts Cases Guo Meimei / Red Cross Crisis Da Vinci
Furniture - Manufacturing Origin 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era Crisis Management in the Microblog
Era 17
Guo Meimei - Red Cross Crisis TIMELINE 20 Jun: Guo Meimei
flaunts her life of luxury on her Sina Weibo account where she is
identified as a verified general manager of China Red Cross
Association Commerce Company. Her posts set off a tidal wave of
responses about charity corruption in China. 22 Jun: A Red Cross
senior administrator responds on Sina Weibo to say that Guo Meimei
is an actress link. This contradicted with Guo Meimeis online
apology and escalated the crisis. 24 Jun: Three branches of the Red
Cross argue that Guo Meimei is in no way related to their
organization. link 26 Jun: Guo Meimei apologizes through three
cursory posts on Sina Weibo but the public rejects her apology link
1 Jul: Red Cross claims to have suspended the Commerce Company.
link 4 Jul: Red Cross posts a long explanation on its Sina Weibo
account. Netizens respond with harsh criticism. link 24 Jul: Red
Cross says it will make a RMB 300,000 donation to the Wenzhou train
accident. link 3 Aug: Netizens question Lang Xianpings interview
with Guo Meimei. Lang is also criticized. 17 Aug: The China-Africa
Hope Project case reignites discussion of the Guo Meimei scandal
and online buzz spikes again. Unit: 1 microblog post GUO Meimei-Red
Cross Buzz Trend on Microblog, Jun 20 Aug 20, 2011 140,000 Stage I:
Peak Stage II: Aftereffect, many mentions of the event for various
reasons 120,000 Netizens poked Interview Other news 100,000 Buzz
about fun at small with Lang brought on donation 80,000 donation
fund, it discussion 60,000 is just enough to about Guo buy Guo a
bag again. 40,000 20,000 0 Guo;s reply Red Crosss reply*Source: CIC
IWOM Data Panel, Jun 20 Aug 20, 2011. 3,372,081 related posts and
re-posts on Sina Weibo microblog. 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era 18
Shai Net Culture and Human Flesh Search spark online fires Shai
culture erupts in crisis Human Flesh Search Intensifies Crisis In
the Web 2.0 age, netizens flaunt their appearance and After the
South China Tiger event, the human flesh possessions online through
pictures and videos, and they also search engine became one of the
hottest topics on the share their likes and dislikes. In Chinese
net culture this is internet. In this instance, the human flesh
search shifted referred to as Shai. the publics anger from Guo
Meimei to the Red Cross. Guo Meimeis shai of her luxurious
lifestyle on microblogs touched on a sensitive nerve of the public,
sparking a heated Stakeholder Relationship Map, as drawn by
netizens debate about the issue of corruption in philanthropy in
China. Car Shai 1* Source: CIC GroupM 2011 Luxury White Paper,
August 2011, Page 2link 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era 19
Microblog mentions by KOLs dramatically increased the reach of
the crisis 22 June: Red Crosss first reply, 26 June: Caijing Web 1
July: Headline News microblogged by DingshuoRC, microblogged CCTV
report about microblogged Red Cross the head of Policy and
Regulation Guo Meimei. Close to half of the suspension
announcement. One- Division. Posts by KOLs such as reposts were
instigated by 3 third of the reposts were direct Neweekly,
Honghuangilook and KOLs including PAN Shiyi, REN results of posts
by 3 KOLs: PAN Lao Chen were reposted several Zhiqiang and RUI
Chenggang. Shiyi, LIU Chun and REN times. link link Zhiqiang. link
Caijing Web Headline Honghuangilook Lao Chen Pan Shiyi Ren Pan
Shiyi Liu Chun Zhiqiang Neweekly DingshuoRC Chen Zhiwu Rui
Chenggang Ren Zhiqiang Source: CIC IWOM Data Panel. Each dot
represents one microblog user that reposted. Each line segment
represents a repost. The three charts above depict 3,962, 8,529 and
5,005 reposts respectively. 2012 Ogilvy PR CIC Crisis Management in
the Microblog Era 20
Cursory announcements from various PR channels created an
aftershock crisis on the microblogs Contradictory microblog posts
The cursory apology led to a second evoked doubts round of
criticism on microblogs My company briefly worked with the Red baby
Cross Commerce Company. I am sorry for the Rui Chenggang Caijing
Web misunderstanding caused by abbreviating the name of the
company. (This post has since been deleted). Wenyi Microblog user
@baby was previously verified as the actress, but she applied to
change her title to Pan Shiyi General Manager, Red Cross Commerce
Company, a GUO Meimeibaby change that was an error due to Sinas
inaccurate authentication process. Please accept our apology to the
Red Cross team and Sina Weibo users. We will Ren Zhiqiang better
regulate the verification process and welcome your support and
feedback. link Microblog secretary Source: CIC IWOM Data Panel.
Each dot represents a micrblog user who participated in a repost.
Each line represents a repost. The database contains 86,104 reposts
in the graph above. 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era 21
Da Vinci Furniture Manufacturing Origin TIMELINE 10 July: CCTV
program Weekly Quality Report claims that Da Vinci Furniture is not
made in Italy as claimed, but is in fact manufactured in Guangdong
province, a claim that starts the crisis. The Da Vinci story was
then posted on microblogs by many influential media. link 11 July :
Da Vinci responds to say that it will hold a press conference that
week to address the rumor (This post has since been deleted). 13
July : At the press conference the Da Vinci CEO cried and she was
accused of shedding crocodile tears for a publicity stunt. 14 July
: Da Vinci buyers microblog posts and retweets by influential media
convinces the public that Da Vinci did lie about where its products
are manufactured link 18 July : Da Vinci posts an online apology to
its customers (This post has since been deleted). 22 July : Da
Vinci publishes a 63-page apology to its customers. 3 Aug: Da Vinci
tries to interact with netizens online, but receives limited
retweets. 31 Dec: Media report that the Da Vinci scandal was
misrepresented on microblogs. link Unit: 1 microblog post/retweet
Da Vinci Case Buzz Trend on Microblog, Jul 10 Aug 20, 2011 Stage I:
Peak Stage II: Wenzhou train Stage III: News release issued by Da
Stage IV: Other 90,000 accident attracts the attention Vinci has
little influence, the case is event triggers 80,000 Buzz on their
PR of Internet users, focus on Da fading netizens minds crisis
again 70,000 failure Vinci decreases Xiaomi 60,000 50,000 mobile Da
Vincis Apology issued marketing 40,000 first 30,000 response Public
apology 20,000 Public letter to Press to customers media 10,000
conference 0*Source: CIC IWOM DATA Panel, from Jul 10 Aug 20, 2011,
600,830 related posts and reposts in total on Sina Weibo microblog.
2012 Ogilvy PR CIC Crisis Management in the Microblog Era 22
Media posts on microblogs generated a second buzz spike
According to research by Jul 11: DaVinci posts its first public Jul
14: Sina Comment posted a CCTV, Sina Finance exposed response on
its official Sina Weibo Peoples Daily article about the Da the Da
Vinci scandal, microblog account. (The original Vinci crisis. link
generating more than 5,000 re- post has since been deleted). tweets
of the news. link Sina Xuemanzi Finance DaVinci Lian yue Sina
Finance Sina Headline Headline comment Honghuangilook Posts: 5,128
Posts: 5,166 Posts: 2,970 Comments: 1,116 Comments: 3,863 Comments:
1,038 Source: CIC IWOM Data Panel. Each dot represents a microblog
user that tweeted something about the scandal. Each line represents
one re-tweet. The database contains 5,128; 5,166 and 2,970 reposts
for the three pictures above (from left to right). 2012 Ogilvy PR
CIC Crisis Management in the Microblog Era 23
Insufficient counter evidence and poor communication worsen the
crisis Jul 11, 2011 1st response Netizens Attitude (original post
has Da Vinci claims that the furniture they sold in since been
deleted) Beginning of the crisis China were all imported, but
opponents reach Pay attention 49.78% 48.74%, and supporters
comprise only 1.48% People who doubt Da Vinci 61% Support CCTV
48.74% People who trust Da Vinci 6% Support Dvinci 1.48% Source:
CIC IWOM Data Panel3,863 reposted and surveyed. Jul 13, 2011 2nd
response Netizens recognition of furniture as fakes and Do you
believe the case is true? link Netizens voted on Sina Weibo
microblog anger at the companys attitude in their first Do not care
13.89% on Jul 11, 2011 link public response leads to a public
outcry over the Do not believe 64.71% CEO shedding crocodile tears
a the press Believe 21.40% conference. Percentage of skeptics jumps
to 64.71%. Source: Sina Weibo Survey Results785 votes. Jul 18, 2011
3rd response Users Attitudes to Case (original Da Vinci changes its
tone and publicly post has since been deleted) apologizes on
microblogs but fails to admit that Pay attention 26.40% the
furniture is fake. Only 1.3% of netizens Complain and 72.30%
praised the response and 72.3% still blamed the company and become
increasingly frustrated. Be responsible 1.30% SourceCIC IWOM Data
Panel1,170 posts. Jul 22, 2011 4th response Da Vinci issues a
63-page apology that was not very reader-friendly. Fewer than 200
microblog re- tweetsin total. (The original post has since been
deleted). 2012 Ogilvy PR CIC Crisis Management in the Microblog Era
24
Comments from KOLs and media drive public opinion KOLs ideas
drive public opinion Key KOLs Disagree on Overall State of the
Industry Reposts Da Vinci Furniture publicly apologized KOL
Comments Tone Generated and accepted government supervision, an 308
No comment neutral internal investigation and agree to being Da
Vinci deleted the post admitting to the fake furniture. Such an
held accountable by the public and media. apology shows no
sincerity. They avoided answering the question 96 even though its
been verified. They also avoided all microblog negative The top 10
KOLs generated 48.19% of total comments. With this low level of PR,
its hard for them to escape from a crisis. re-tweets about the
incident. 54 Apology comes too late negative 7 in 10 KOLs comments
about the case 51 No comment neutral were negative, while more than
50% of 37 Da Vincis public apology neutral microblog posts were
negative. Second apology from Da Vinci, where theyre asked why
theyre not mentioning the refunds. Da Vinci apologized on Sina
Weibo on 36 the 18th, the second public apology to their customers.
But they negative Attitude of Microblog Users failed to mention the
customer refunds so their sincerity is largely in doubt.
http://t.cn/aWJRKw Take responsibility, 1.30% 23 Too late negative
Angry and complain, Apology and resignation two necessary steps
when facing a 52.10% scandal. Do it earlier to be more positive,
but its a bit late for 21 negative Da Vinci from a cover-up to an
apology. Pay attention //@: 46.60% When I read the news in the
morning, they said they will not 14 negative refund. To be honest,
this is just a PR failure. Sure people can afford Source: CIC IWOM
Data Panel1,353 13 the prices, but I dont really care. negative
posts in total. 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era 25
3.2 Effective PR Cases Durex Plagiarism Shanghai Subway
Accident KFC Recycled Oil The Pan Currency 2012 Ogilvy PR CIC
Crisis Management in the Microblog Era Crisis Management in the
Microblog Era 26
Durex Plagiarism Case TIMELINE Sept 21 at 8:22: Durexs official
microblog account posts. link Sept 21 at 12:00: Popular blogger and
microblog KOL claims that Durexs official microblog copied his
original work. link Later, he posts on microblog that hell sue
Durex for plagiarism. Sept 21 at 13:15: Durex apologizes on its
microblog to the writer and promises to send him Durex products as
a gift, enough for three years use. link Sept 21 at 16:42: appoints
lawyer Guoxu and indicts Durex on the microblog. link Sept 21 at
9:41: Durex says that it will fulfill its promise of sending 100
boxes of condoms (containing 100 pieces each box) to and an extra
100 boxes to other netizens. Link Sept 21 at 16:00: posted that
they settled out-of-court and sends 200 boxes of Durex condoms to
netizens as a gift. link Durex Case Buzz Trend on Microblog, Sep 20
- 25, 2011 Unit: post/repost 3,200 2,800 Stage I: Doubt on
microblog causes crisis Stage II: Crisis resolved, good marketing
2,400 2,000 1,600 1,200 Plagiarizing accusation 800 Durexs apology
and marketing 400 - 25th September 24th September 23rd September
22nd September 21st September 20th September Response to Durex
event Durex voice* Source: CIC IWOM DATA Panel, Sept 20 - 25, 3,089
posts and reposts in total, 13,532 posts by Durex on Sina Weibo
microblog. 2012 Ogilvy PR CIC Crisis Management in the Microblog
Era 27
Quick PR response with a positive outcome and unique brand
image Durex cleverly inserted their brand identity into their
response and created a fun discussion topic with phrases like,
enough for three years use and a piece for a day, which drew the
negative attention away from the crisis . 1st Day Apology from
Durex Typical Microblog Users Responses Declaration: @ is the
original author of this post, and its our mistake for not clearly
citing that. Wed like to apologize to @. To express Sep 24 at 23:22
our sincere apology, were giving a gift to @ Compared to
state-owned enterprises, Durex is thats enough for three years use.
Sincere much better! thanks to our fans support and the authors
original post. link Sep 23 at 11:14 I really admire Durexs attitude
toward the crisis. 2nd Day Apology from Durex Peace is prized.
After consulting with @ Sep 22 at 19:07 s lawyer, the settlement is
as follows. Best A microblog lawsuit turned out to be microblog
wishes to labixiaoqiu and his girl and all will be marketing. well.
Fulfilling our promise, this is a piece for each day. We sent him
100 boxes (each Sep 22 at 17:18 containing 12 pieces of Durex
Fetherlite) and This is nice, as is the publicity. Im sure Durex
made an extra 100 boxes to our netizens. link money from this. 2012
Ogilvy PR CIC Crisis Management in the Microblog Era 28
Shanghai Subway Accident TIMELINE Sep 27 at 14:10: Line 10
accident happens. Sep 27 at 14:17: Shanghai subway posted that
operations are slow due to technical difficulties, train wait times
will be longer than usual. link Sep 27 at 14:40: Within 30 minutes
two apologies were publicly posted about their dealing with the
accidents aftermath. link Sep 27 at 15:05: Shanghai subway reminds
commuters to rearrange their travel. link Sep 27 at 15:17: Only an
hour after the accident, Shanghai Subway suspends line 10. link Sep
27 at 15:23: Shanghai subway posts updates on the accident on Sina
Weibo microblog. link link Sep 27 at 16:03: Shanghai subway claims
that all the injured have been sent to the hospital. link Sep 27 at
19:11: Shanghai subway posts that all its subway lines are now back
in full operation. link Sep 27: Shanghai subway publishes
investigation results on Sina Weibo microblog and 12 people
responsible have been punished. link Shanghai Subway Accident Buzz
Trend on Microblog, Sep 27 Oct 11, 2011 Unit: post/repost 120,000
Stage I: Accident happened, quick crisis management followed Stage
II: Investigation results published, 100,000 online buzz decreased
Buzz about the event 80,000 60,000 Investigation results raise
40,000 discussions 20,000 0 27/Sep 28/Sep 29/Sep 30/Sep 1/Oct 2/Oct
3/Oct 4/Oct 5/Oct 6/Oct 7/Oct 8/Oct 9/Oct 10/Oct 11/Oct* Source:CIC
IWOM DATA Panel, from Sep 27 Oct 11, 2011, 169,491 relevant posts
and reposts in total on Sina Weibo microblog. 2012 Ogilvy PR CIC
Crisis Management in the Microblog Era 29
Acknowledge various stakeholders and using a comforting and
compassionate tone are important in accident management Two Hottest
Posts of the Day Sorry again Today is the darkest day for the
Shanghai Subway Microblog Accident map posted on Shanghai subway,
regardless of what caused the Posts, Sep 27, 2011 accident or whos
responsible. We regret the pain microblogs caused to passengers. We
look to improve, and while an apology cant undo the damage, wed
like to apologize 11 10 again. link Reposts: 23,270 Comments: 9,953
2 2 Preliminary investigation At about 14:00 today, we discovered
the equipment malfunction at line 10s Xintiandi station. From
Communication University to Nanjing East Road, mobile communication
was disrupted and the train was running at a slower speed. At
14:51, two trains from Yuyuan to Laoximen rear- Source: CIC IWOM
Data Panel, 27 posts in total. ended each other. Nine stops between
Hongqiao Road Station to Tiantong Road Station are temporarily
blocked and the other lines are operating in both directions.
Reposts: 15,285 Comments: 3,327 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era 30
KFC Recycled Oil Case TIMELINE Aug 8: Many media accounts
posted the investigation results by Securities Daily on Sina Weibo
microblog. link Aug 8 at 18:56: KFC posted an official response on
Sina Weibo microblog. link Aug 8 in the evening: Other Sina Weibo
microbloggers reposted KFCs response. link Aug 9: The Industry and
Commerce Administration and health sector inspected KFC restaurants
and the video has been uploaded online, generating lots of buzz.
Link However, a lack of updates did not keep up the buzz for long.
Aug 17: Some media accounts begin to report that KFC oil will not
be changed within the next 7 days, this update results in small
buzz spikes, but the influence is contained. Link Aug 26: Donggan
101 mentions the KFC case, which has been published on microblogs
by netizens. It generated small peaks of online buzz but the
influence was still limited in its reach. link KFC Case Buzz Trend
on Microblog, Aug 7 - 28, 2011 Unit: post/repost KFC response Stage
I: Peak Stage II: Crisis aftermath, event fades in netizens minds
14,000 12,000 Investigation 10,000 video 8,000 generates 6,000
discussion Limited influence 4,000 KFC of media reports 2,000
response 0 7/Aug 8/Aug 9/Aug 10/Aug 11/Aug 12/Aug 13/Aug 14/Aug
15/Aug 16/Aug 17/Aug 18/Aug 19/Aug 20/Aug 21/Aug 22/Aug 23/Aug
24/Aug 25/Aug 26/Aug 27/Aug 28/Aug* Source: CIC IWOM DATA Panel,
from Aug 7 28, 2011, 29,313 relevant posts and reposts on Sina
Weibo microblog. 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era 31
Timely, genuine and reasonable official responses as well as
fan support are helpful in crisis management Aug 8: Media accounts
post about the KFC oil case Aug 8 evening: After KFC published its
explanation, on Sina Weibo microblog, more than 65% of netizens
netizens and staff expressed their support for the brand. show
their disdain for KFC. (The original post has link since been
deleted). KFCs Official Response KFC responded quickly and
appropriately to the crisis. Spoke in a heartfelt and sincere tone.
Attitudes of Online Responses Attitudes of Online Responses
Unrelated discussion Supportive Gave analysis based on Supportive
14.30% 8.60% Unrelated facts and figures. 23.60% discussion 26.50%
Pay attention, 11.80% Resistant, Resistant, 65.30% Pay attention,
15.60% 34.30% SourceCIC IWOM Data PanelGraphs above are based on
4,229 and 1,678 microblog posts. 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era 32
Pan Currency Case TIMELINE Oct 6: Steve Jobs passed away. PAN
Shiyi posted on his Sina Weibo that if Apple decreased the prices
of its products to under RMB 1,000, more people would use Apple
products and it would be the best way to commemorate Steve Jobs
life. (The original post has since been deleted). Oct 6 at 21:25:
Pan expresses his understanding and that hes also an Apple fan.
link Oct 14: Pans company Sina Weibo account posts that it hasnt
been in the real estate industry in recent years, so its difficult
for PAN to comment on high house prices. link Later, Apple fans
anger appeased. Discussion turns to high housing prices instead.
Oct 25: Pan decides to design a set of Pan currency. link Oct 26:
Pan shows his PAN currency design on Sina Weibo microblog. (The
original post has since been deleted). Nov 9: Pan publishes a
second edition of his currency design and asks for public opinion
online. link After an interview with CCTV, Pan says that he will
not launch his currency. Pan currency has become linked to his
companys image. link The Pan Currency Case Buzz Trend on Microblog,
Oct 6 Nov 13, 2011 Unit: post/repost Stage I: Public anger, Stage
II: Pans official Sina Weibo Stage III: Marketing takes advantage
of Pan currency issue 100,000 jokes, then appeased account
understands the claim but Pan published first by understanding
denies request 80,000 edition of Pan Pan published SOHO official
Sina Weibo currency second edition of Pan 60,000 Crisis started
account publishes Pans currency 40,000 by Pans joke video of
showing understanding 20,000 0* Source: CIC IWOM Data Panel, from
Oct 6 Nov 13, 2011, 347,448 relevant posts and reposts on Sina
Weibo microblog. 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era 33
Reacting to netizens compaints about high housing prices led to
marketing of Pans own currency Oct 6: Pan appeased Apple fans on
Posts appeased Sina Weibo microblog link Understanding Netizens
Emotions Apple fans, honored unrelated 1.94% Steve Jobs and won
Discussion of the Pan currency led to home prices 57.54% fan
support netizens complaints of Chinas high criticize 10.98% housing
prices. link Pan turned this 29.54% understanding 29.54% potential
PR crisis around into self- mockery, which netizens loved. Oct 14:
Pan appease fans with a video posted on Sina Weibo microblog link
Pans video posted on unrelated 1.68% Sina Weibo microblog
Self-mockery and Marketing home prices 50.13% won him fan support
criticize 3.42% Pan said he would design his 44.77% praise 44.77%
currency based on netizens suggestions. link This post received
more than 4,000 reposts and 2,400 comments. Pan and his company
have been linked many Netizens admired Oct 25: Pan publicizes Pan
currency link times to other positive Pans ability to laugh
unrelated 2.25% comments. link at himself home prices 29.88% Two
Editions of the 64.35% criticize 3.52% Pan Currency praise 64.35%
2012 Ogilvy PR CIC Crisis Management in the Microblog Era 34
Chapter IV - Implications and Recommendations 4.1 Summary and
Implications 4.2 Crisis Management Framework in the Microblog Era
2012 Ogilvy PR CIC Crisis Management in the Microblog Era Crisis
Management in the Microblog Era 35
4.1 Summary and Recommendations 1. Routine IWOM monitoring is
vital to crisis management in the microblog era. 2. Establish and
align a brands values with its own media assets (e.g. official
website or official social media account). 3. Maintain a good
relationship with key KOLs and media accounts on microblogs. 4.
Understand netizens emotional moods, complaints or concerns. This
is the foundation to crafting the right message and communications
approach by striking the right tone. 5. A clear, consistent and
concise PR response is a winning strategy for communications via
microblogs. 2012 Ogilvy PR CIC Crisis Management in the Microblog
Era 36
You cannot always control what might happen to you, but you can
control how you deal with it. And, in the end, thats what matters.
Kurt P. Stocker Northwestern University 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era 37
4.2 Crisis Management Framework in the Microblog Era 3Cs
Principle of Crisis Management is Still Relevant Care Show that the
company cares about the publics interests or problems Crisis
Communication Control Consolidate communication Respond quickly to
channels to ensure timely and maintain some control of accurate
communication the crisis development 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era 38
4.2 Crisis Management Framework in the Microblog Era The
Changes We Must Make 1. Establish a crisis monitoring mechanism to
listen to IWOM buzz. Tracking online buzz helps to identify sources
of negative comments more quickly so that a response can be made
quickly and hopefully before a crisis erupts. Regular monitoring
also helps brands to better understand online culture and to be
aware of shifts in netizens attitudes and behaviors. Preparation 2.
Companies should establish their own official communications
channels on the Internet. These include official websites, official
microblog accounts and/or a blog to maintain lines of communication
with its stakeholders and the public. Learn how to communicate with
the proper style and tone for your audience. 3. Set guidelines for
how staff should engage on social media if their identities are
linked to the company. 4. Build healthy, interactive relationships
with key media and KOLs online accounts. 1. React quickly,
compassionately and appropriately through words and actions. Be
sure to have a thorough understanding of the problem at hand and to
follow through on promises with action. 2. Understand netizens
emotional moods, concerns or complaints. Response 3. Pay special
attention to KOLs comments and feedback. 4. Integrate lines of
communication with new technology. 5. Monitor and integrate junior
staffs comments on social media. Their comments can be influential
in times of crisis. 1. Clearly show the new direction the company
is taking, including new rules, regulations and processes, that
would guarantee that the same thing wont happen again. Recovery 2.
Analyze the crisis and improve the companys internal crisis
management protocol so that the company can better leverage various
social media platforms. 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era 39
(in the connected age) the public face of business has changed
forever and corporations who fail to recognize this will risk
having their reputations, often lovingly built up over generations,
damaged in an instant. Sir Martin Sorrell CEO, WPP 2012 Ogilvy PR
CIC Crisis Management in the Microblog Era 40
About Ogilvy PR Ogilvy Public Relations Worldwide
(www.ogilvypr.com) is an integrated global marketing communications
firm, with offices in more than 70 cities around the world. We
blend proven PR methodologies with cutting edge digital innovations
to craft strategic programs that give clients winning and
measurable results. In its 28th year, Ogilvy PR provides strategic
public relations counsel to a variety of clients across its 360
degree digital influence, consumer marketing, corporate,
healthcare, technology, public affairs and social marketing
practices. The agency also offers biotechnology and government
affairs expertise through its subsidiaries Feinstein Kean
Healthcare and Ogilvy Government Relations, respectively. Ogilvy PR
is a WPP company (NASDAQ: WPPGY, www.wpp.com) one of the worlds
largest communications services organizations. 2012 Ogilvy PR CIC
Crisis Management in the Microblog Era Crisis Management in the
Microblog Era 41
About CIC CIC is Chinas leading social business intelligence
provider. CIC enables businesses to fully leverage the power of
social media and (Internet Word of Mouth) IWOM intelligence across
the organization. Since coining the term IWOM in 2004, CIC has
pioneered the industry to help companies meet their social media
marketing and social business needs by providing customized
research, consulting services, syndicated reports, as well as
technical solutions and platforms all via an objective, third party
perspective. In addition to helping companies leverage social media
intelligence for more informed decisions, CIC is monetizing the
social business industry in China by creating an integrated social
business support system. CIC has strong, long term retainer
relationships with leading multinational agencies and Fortune 500
companies. To view more, please visit www.ciccorporate.com. 2012
Ogilvy PR CIC Crisis Management in the Microblog Era Crisis
Management in the Microblog Era 42
Disclaimer This study is the sole and exclusive property of
Ogilvy PR and CIC. Any usage of the research and contents of the
report or slides will be deemed a violation of Ogilvy PR and CICs
intellectual property. Ogilvy PR and CIC reserve the right to legal
action to protect its ownership rights. 2012 Ogilvy PR CIC Crisis
Management in the Microblog Era Crisis Management in the Microblog
Era 43
Contact us Contact us Sina Weibo @ Sina Weibo @seeisee Twitter
@Ogilvychina Robin Gu Michael Chu Senior Account Director, Research
and Managing Partner, OgilvyPR Shanghai Consulting, CIC
8621-2405-1608 8610-5908-0268 ext. 608 [email protected][email protected] 2012 Ogilvy PR CIC Crisis Management in the
Microblog Era
2012 Ogilvy PR CIC Crisis Management in the Microblog Era