How social media is transforming crisis communication

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					Frocomm Australia’s 2nd Annual


Crisis
                                                                          Researched & Organised by


                                                                         www.frocomm.com.au
                                                                               t: 02 9489 9010




Communications
& Social Media
Summit 09
How social media is transforming
crisis communication
Tuesday 27th October
Watersedge, The Rocks, Sydney
$695 (+gst)




KeynOTe SpeaKeRS include:
Brian Giesen, Ogilvy 360 Digital Influence
Craig Badings, Cannings
Rupert Hugh-Jones, Scaffidi Hugh-Jones
Rhys Ryan, Edelman
Amber Brodecky, Office of the Emergency Services Commissioner Victoria
Campbell Fuller, Porter Novelli
crisis communication & Social Media Summit 2009                                                                                                plenary Room                                     Break out room (Hickson Room)

How social media is transforming crisis communications                                                                           1.40 – 2.15   understanding the top 5 issues of
                                                                                                                                               online reputation management
                                                                                                                                                                                                Twitter for crisis communications: how
                                                                                                                                                                                                social media platforms like Twitter can give
                                                                                                                                               • Case studies: how social media can create      you instant feedback in a crisis and inform
About this event:                                                                                                                                a crisis in a few hours                        your communications plans and thinking.
                                                                                                                                                                                                How do you monitor it, who is saying what,
A 1-day conference exploring the impact of social media on communications strategies – are the strategies and plans you                        • How can you monitor what’s being said          where are they saying it, what language are
need to monitor and protect your organisation before, during and after a crisis up to date with the huge transformation                          about you online?                              they using, who is informing their opinion,
brought by social media?                                                                                                                       • Understanding how social media can             when do you use Twitter to communicate
                                                                                                                                                 deliver on your communication objectives       out? This is a hands-on session
9.00                       Opening remarks from the chair, Ross Monaghan, deakin university (cOnFiRMed)                                        James Griffin, CEO, SR7 Online                   Graham White, Managing Director,
                                                                                                                                               Reputation Management                            Howorth, Ogilvy PR Australia
9.00 – 9.50                Opening address: How social media is transforming crisis communications                                                                                              (CONFIRMED) Brian Giesen, Director
                                                                                                                                                                                                Social Media, Ogilvy PR Australia
                           • How and why social media matters in creating and spreading a crisis
                           • What you need to do: the 5 steps to social media engagement for crisis management                                                                  5 minutes to swap rooms
                           • Case studies: USA swine flu pandemic, Australian case studies
                           • How to monitor what’s being said about you and your issues on the web
                                                                                                                                 2.20 – 3.00   Victorian bush fires case study                  Twitter for crisis communications: how
                             (covering free and paid for tools)                                                                                                                                 social media platforms like Twitter can give
                                                                                                                                               Case study: communication challenges
                           • How to engage strategically and safely with social media                                                                                                           you instant feedback in a crisis and inform
                                                                                                                                               during the 2009 Victorian bush fires
                           Brian Giesen, Director Social Media, Ogilvy PR Australia                                                                                                             your communications plans and thinking.
                                                                                                                                               Amber Brodecky, Media and Community              How do you monitor it, who is saying what,
                                                                                                                                               Relations Manager, Office of the Emergency       where are they saying it, what language are
                                                    10 minute delegate discussion session                                                      Services Commissioner Victoria                   they using, who is informing their opinion,
                                                                                                                                                                                                when do you use Twitter to communicate
10.00 – 10.40              can thought leadership or cSR programs lessen the impact of a crisis &/or lead to a                                                                                  out? This is a hands-on session
                           faster recovery?                                                                                                                                                     Graham White, Managing Director,
                           • Craig will use a case study to discuss whether a well established thought leadership or CSR                                                                        Howorth, Ogilvy PR Australia
                                                                                                                                                                                                (CONFIRMED) Brian Giesen, Director
                             program can act as a reputational “shield” in times of a crisis and whether it leads to a quicker
                                                                                                                                                                                                Social Media, Ogilvy PR Australia
                             recovery after a crisis.
                           Craig Badings, Director, Canning                                                                      3.00– 3.30                                       afternoon tea/coffee

                                                                   Morning break                                                 3.30 – 4.10   developing your key messages in a                Twitter for crisis communications: how
10.40 – 11.10
                                                                                                                                               pandemic situation:                              social media platforms like Twitter can give
                                                                                                                                               managing the unintended effects of a             you instant feedback in a crisis and inform
11.10 – 11.55              communication strategies for pandeMicS                                                                              pandemic – collateral damage, how to             your communications plans and thinking.
                           Pandemics mean tough decisions will need to be made by your organisation. Issues such as                                                                             How do you monitor it, who is saying what,
                                                                                                                                               reduce the impact and resume business as
                           keeping workers at home, leave for workers with sick children, etc, each poses a communication                                                                       where are they saying it, what language are
                                                                                                                                               usual; how communication creates value for
                                                                                                                                                                                                they using, who is informing their opinion,
                           challenge. Understanding how to plan, manage and respond to each challenge is crucial. In this                      your organisation; the role of social media      when do you use Twitter to communicate
                           presentation Rupert gives his suggestions for you to create a communications strategy to deal
                                                                                                                                               Campbell Fuller, Principal, Porter Novelli       out? This is a hands-on session
                           with these issues with a specific focus on how the web and social media can help you.
                           Rupert Hugh-Jones, Partner, Scaffidi Hugh-Jones                                                                                                                      Graham White, Managing Director,
                                                                                                                                                                                                Howorth, Ogilvy PR Australia
                                                                                                                                                                                                (CONFIRMED) Brian Giesen, Director
                                                                                                                                                                                                Social Media, Ogilvy PR Australia
11.55 – 12.40              panel session: Stories from the trenches
                           Communication plans for pandemics (and using war stories from previous crisis situations to           4.15 – 5.00   The top tips of crisis communications
                           demonstrate different aspects of communication planning)
                                                                                                                                               War stories and lessons learnt: the Bali Nine,
                           Rupert Hugh-Jones, Partner, Scaffidi Hugh-Jones                                                                     Cronulla riots and the role of talkback radio.
                           Libby Day, Director of Corporate Communication, Roche (makers of Tamiflu)                                           Case studies include work undertaken by
                           Rhys Ryan, CEO, Edelman Melbourne                                                                                   CPR to provide crisis media management
                           Brian Giesen, Director Social Media, Ogilvy PR Australia                                                            for the NSW Police during the Cronulla riots
                                                                                                                                               Ross Neilson, Director, CPR
12.40 – 1.40
                                                                                                                                               Communications
lunch                      afternoon sessions: delegates select from plenary room or break out room

                                                                                                                                 5.00          lucky draw prize and conference close
Registration Form:
crisis communication & Social Media Summit 2009
Date: Tuesday 27th October
Venue: Watersedge, The Rocks, Sydney
Price: $695 (+gst)


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Cancellation policy: If you are unable to attend this conference another person can take your place. If you cancel your place we will refund the amount you have paid less an administration
fee of $100 per person; please notify us in writing at least 15 days prior to the event. Cancellations received in writing within 15 days of the event will receive a 50% refund. FrocommAustralia
undertake to ensure that the program is correct at the time of the summit. Due to circumstances beyond our control, we may need to alter the program prior to the event and reserve the
right to do so without notice. We also reserve the right to cancel or postpone the event, in which case you will receive a full refund.