 Thank you very much. Good morning everybody. I'm just reflecting on the way on the way here to Dada yesterday. It's actually a little over 20 years since my first came here for a business reason. At that time I was working in the airline industry, helping airlines with crisis communications, in other words protecting their reputation. The big challenge at that time was not social media. It was a 24-hour rolling cable and satellite TV channel C&N. I've never really even thought about social media at that time. Today we live in a very different environment Now my day job, as it's just been told, is that I run a PI agency in Singapore, that's Cajun, but I also spend a lot of time working with airlines and hotel groups and other clients on depending on reputation. ychydig o gymrydau neu gwneudnegol ymlaenwch sy'n mynd, mae eraill mae'r dogfod yn gweithio'n gwybod yn hawddol. Rydych chi'n ddatblygiad fel y cyfnod? Mae gydig oedd y bydd y Llywodraeth Folloeddol. Waith ymgyrch chi'n gwybod y Llywodraeth, gan gyfnod o'r I'm going to show you two pictures, which I think illustrate very graphically the journey that we're on at the moment. This picture was taken outside St Peter's Basilica in Rome in 2005, and this is a crowd of mourners waiting to greet the cortege of the former Pope John Paul II. This is a picture taken eight years later in the same location, a crowd waiting to greet the new Pope Francis. In two images, side by side, that shows you how far we've come. We've always been able to take pictures, so why is this important? It's because the underlying technology that power social media also allows us to share our pictures, our pictures and our images. Again, we've been on a quite extraordinary journey in the last 15 years. 15 years ago, the standard for most helper operators around the world was 2G, and 2G allowed you to use voice transmission, text and very slowly, still images. Where are we now? 5G. Now this might sound like science fiction, but the first 5G networks are already operating. They're already operating in the Middle East, in Qatar, in Australia, parts of northern Europe, and, believe it or not, Africa has its first 5G network right now in a country called Asuto in Southern Africa. The point of that little example is that in some parts of the world, developing countries especially, communities that have never had fast broadband internet are going to go straight to 5G. That's in these sense. These technologies already exist, they're already operating, and just look at the amount of speed. What this graphic shows is two things. It's speed and capacity. It's a very, very fast stage of transmission, which means images from anywhere, video images, and increasingly live streaming. Now why does live streaming matter in terms of protecting reputation? Well, look at this. As I said, I've worked with probably about 60 airlines now. I haven't worked with Southwest Airlines. I do currently work with IATA. One of the things I do with IATA is a best practice initiative, where every two years IATA publishes a set of guidelines. I just submitted the last, the 2018 edition I submitted that last week when I was in Geneva with IATA. And it looks at how has the environment changed, and what are the things that airlines in particular, but also not just airlines, but also other aviation companies, the manufacturers, the airports, regulator authorities, air traffic control, what are the things that they need to know about how the environment has changed, and how has best practice evolved in terms of how you respond. Now this picture shows something that we'd actually been predicting for a number of years. You didn't have to be a Nostradamus to predict this, and that prediction was that they was going to come when somebody would livestream images from the middle of an unfolding aviation crisis. In other words, from the cabinet of the aircraft as the crisis was happening. That moment actually came in April of this year. Now what happened here, the guy in the left of the picture there, a gentleman called Marty Martinez, who's rather become rather famous, he already had about 2,000 followers on social media. So he's a little bit of a social media star anyway. Now he was on this Southwest Airlines flight from, I think it was from New York to Dallas, Southfield. There was a catastrophic engine explosion. David penetrated the cabin, smashed one of the windows, and unfortunately a passenger was partially sucked out of the window and killed. That was actually the first fatality on a US commercial airline flight since 2009. Big news. Even bigger news was the fact that Marty Martinez, he thought the aircraft was actually going to crash because they initiated an emergency descent to the aircraft, ultimately landed safely. But on the way down, he thought his last moment was to come. So what did he do? He pulled out his wallet, got out a credit card, connected to the $8, paid the $8 charge to connect to the onboard wifi and fired up Facebook Live so he could say his last goodbyes to his family. That actually went live on Facebook about eight minutes into the incident. How do we know that? Because about nine minutes into the incident, Southwest Airlines started getting calls from journalists. Now how did this social media phenomenon make the leap into the mainstream media? But if you've never heard of a company called DataMiner, trust me you will. This is one of the fastest growing fintech start-ups in the world. Started actually in the intelligence world. It's made the transition out to the communication world. And what it does, it uses artificial intelligence to make connections between social media posts. So it scans the internet 24 hours a day and it looks for sudden eruptions of social media activity in a given location. And the algorithms that it uses allows it to make connections between those posts. And then it sends an automated alert in real time to all of its subscribers and says something is going on here, for example in Mumbai. Something is going on here right now. And how do we know that? Because several hundred people are tweeting or streaming about it. So who subscribes to DataMiner? Well, for a start, at least 450 major news organisations. CNN, BBC, Sky News, Al Jazeera, Wire Agencies. This thing is transforming the way in which major news organisations, certainly in the United States parts of Europe now, are covering breaking news. Who else subscribes to DataMiner? Well, for a start, major airlines. American Airlines, South West Airlines. South West Airlines was prepared for those first calls to come in because it uses DataMiner and it was seeing the images at the same time as the journalists who were about to call them. So even if it won them in a couple of minutes, it heads up. That's something. At least when the journalists calls come in, you may not know what they're talking about. At least with DataMiner you know what they're talking about and you're already on it. Now what happens if you haven't seen the pictures and you don't know what they're talking about? Well, an airline that now uses DataMiner, but at the time did not, experienced this incident. Can you just roll the video please? I'm sure you've all seen this video, but I'll show you anyway. I'll just click on the image response of United Airlines to watch it as a pretty alarming, pretty distressing incident. What did they actually say about it? What did their CEO in particular say about it? He apologised for the fact that they had to re-accommodate customers. Did that look like somebody re-accommodating their customers? Would you like to be re-accommodated as Dr Dowell was re-accommodated? Now you can imagine the reaction to that. I don't blame at all Oscar Munoz for this. Ironically I think about two weeks earlier he'd been named as PR week's communicator of the year in the United States. It just goes to show you can very easily lose the crown if you don't know what you're actually talking about. Very clearly not only Mr Munoz but whoever drafted that statement for him had not seen the pictures because if you had, how could you possibly define it as re-accommodating customers? Now not surprisingly the reaction and some that you saw in that video there was pretty dramatic. Public perception of United Airlines which was never very high went off a cliff. Now the airline sector anyway in the United States is not particularly popular. Any of you flown in the United States will know why. But they are now tracking, they are still to this day so the base level of sentiment about the airline sector but much more significantly what damage did that do to the business. It wiped over a billion dollars off the value of the company in one afternoon. That is a market reaction and it's driven entirely by consumer sentiment especially and there's a little hint in that video consumer sentiment in China which is United Airlines biggest international market. There was a threat of a consumer boycott of United Airlines because a lot of people thought and people on social media were talking about the fact that the passenger was Chinese. He wasn't. He was Vietnamese American. Nothing to do with China but nonetheless that's what's driving market sentiment. So not surprisingly Mr Munoz had to go out on an apology tour and admit they got it very badly wrong not just that, not just their response but the fact that this exposed a fundamental problem at United Airlines their customer service philosophy the way they train their staff and he said I'm going to fix it, this is on me. So the reputation landscape in the always on era is constantly shifting. Everything is visible, everything. Everybody has an opinion and they can share that opinion very very quickly. Companies and brands therefore are under constant scrutiny not just externally but also internally from your own employees. Issues just like the Dr Dow saga can escalate very quickly before you even know yourselves what really happened. If you don't have data miner if you're not using social listening if you don't have an alerting system how would you know that the conversation is even happening much less what's everybody talking about? What do the pictures show? And if you don't know that how can you possibly respond in the right way? And lastly we're seeing new categories of risk so what are some of the things now that can bite you? Well disruptive events we've always had disruptive events the difference now is there are pictures and everybody then has an opinion about you how you handled it. Customer service things go wrong, things go wrong every day for companies and brands but again the difference is everybody can see what happened everyone hears the story from the point of view of the people who were affected who were disappointed or angry or upset with you. Cyber security I was talking to some people from Caspersky the security company just a few weeks ago they said do you know something there are only two kinds of companies left in the world now those who have already been hacked and those who are about to be. In the airline industry alone 81% of airlines have now been hacked. Look at Cafe Pacific the saga that played out in the media just a few weeks ago 9.4 million customers had their credit card details compromised. Criminal activity cyber criminality which is largely run by organised crime and with some state support in some cases is now a $1.5 trillion a year business that's according to CETA that's twice the size of the entire aviation industry now that accounts for about 90% of all cyber activity cyber threat but even more sinister is an emerging category which is targeted attacks designed to disrupt infrastructure in other words to take you down think about WannaCry that virus that went out it's not trying to get anyone's credit card details it's designed to make you fail who's prepared for that? How many companies are truly prepared to deal with that and the reputational impact that it brings but then there's another whole category of risk values in other words who are you as a company now that's not by any means an exhaustive list and some of them may not be relevant here in India but they are absolutely relevant in many countries around the world now you might look at that think if we're a firm of accountants for example why does me too matter to us? you think it doesn't? this was in the times of London yesterday the big four accountancy firms in London in the UK have lost 37 partners in the last four years because of allegations of sexism and bullying in the workplace now the reason those people have been forced to resign in shame is because those companies have been forced to take a stand to have a point of view but it's not enough to have a point of view and to say what your values are you have to live them and if you don't there's any gap between the values that you claim to have and the way in which you actually behave that's when you end up suffering problems so why does it matter? 73% of millennials, 77% of GenZ customers are actually prepared to pay more for products or services from companies dedicated to social and environmental change I might think this is the snowflake generation this is the future this is the future this is people who are now in their late 30s from their young 20s to their late 30s this is the future these people are taking over the world companies with a positive employer brand get twice as many applicants as those that don't and lastly 70% of people would not work for a company with a poor reputation so think about the war for talent again, why does this matter to businesses? think about it so how in this environment do we maintain trust? first of all, the most important deliver on your promises but occasionally that doesn't happen so when things go wrong first of all make sure you know what just happened make sure you're in that conversation to rebut it or refute it or to inject some factual information to express your point of view respond quickly we're not talking about the golden hour anymore we're talking about minutes you have to respond quickly you have to be human show your human side, empathise what was missing from that United Airlines statement about Dr Dow until way too late empathy you've just seen a guy getting his teeth knocked out and his nose broken on one of your aircraft and you can't apologise own the story because if you don't the story will own you stay true to your values and make sure you've decided what your point of view is what does your business stand for is it relevant to us or not there are lots of issues out there which ones are we going to own as a business and lastly actions it's not what you say, it's what you do so actions speak louder than words do what you say and say what you're doing thank you very much