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Crisis Social Media
 

Crisis Social Media

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Created for the BC Food & Beverage Marketers and Laurie Daschuk to present to the BC Food Processors Association Marketing Committee on July 19, 2011. Copyright belongs to 'Stop the Presses'.

Created for the BC Food & Beverage Marketers and Laurie Daschuk to present to the BC Food Processors Association Marketing Committee on July 19, 2011. Copyright belongs to 'Stop the Presses'.

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  • What we will cover in brief – How important is social Media?
  • Now if I show you this slide……And tell you that Social media is really about communicationHow do you feel?Your are right – you don’t have time for this…
  • Combining new tools in social media and the pressure of a PR crisis – can make you feel like this!
  • Let’s get back to the familiarWe work online and that is increasingly where business is happening
  • Location, Location, LocationBe where your customers are going
  • How are you going to get the word out to customers?Murphy’s Law – turkeys recalled at ThanksgivingDo you have a draft press release ready to go?
  • Chain of Communication at Health CanadaPress Release, phone calls, email, fax, newspaper ads
  • What is your database like? Suitable for accounting?If sales people have the info – is it accessible during a crisis?Costco used automated phone system to contact Maui Onion Chip purchasers
  • An informed customer is a relieved customerMedia enquiries require direct action – you can take name number and email for a reply in a stated time frameMay be asked to be recordedHave all staff empowered to release approved info and take name/number for call backs when information becomes available
  • This could be an opportunity to get room in your budget for making changes.
  • Let’s review
  • Here is an example of a recall notice on Facebook
  • A Facebook page could be a website
  • A media saavy choiceNot for explainations but for updates
  • Communicating is a box of chocolatesYou don’t have to do it all – probably shouldn’tYou can pick what works best for you
  • Can be a website or part of a websiteInteractive – viewers leave comments and can follow you or forward to othersIncreases your ranking if linked to your website or other social media tools
  • Top Sites are Blogger & WordpressCan be a great source of feedback/listeningGives you a chance to show off with super customer service
  • You are in the tornadoLike a geyser of action and communication
  • Customer responses are valuable in planning communication once the crisis has passed
  • New social media tools gives you a chance to keep updates fresh
  • Media Monitoring
  • 3 “C”s for Crisis planning
  • Reduce confusion- Customers in other countries or language barriers – some customers may not understand terms like barcode
  • Use real-life examples in your mock scenario
  • Large list of recalled productsResulted in deaths 9-20President appeared on TV
  • Contamination, employee illness, packaging, input ingredients, environmental hazards
  • Opportunity to promote other products, change packaging/artwork, fast-track new promotions
  • BooksSocial media 101 by Chris Brogan

Crisis Social Media Crisis Social Media Presentation Transcript

  • Using Social MediaDuring a PR Crisis
    Stop the Presses Presentation
  • Planning
    WebsitesFacebook
    Twitter
    Blogs
    Stop the Presses Presentation
  • Canadians surf the web, watch YouTube, consult Wikipedia more than any other users - Yahoo! News
    Stop the Presses Presentation
  • What is your Communication Plan?
  • Traditional Approach
  • How easy is it to reach your customers?Do you have a list of who buys what?
    Stop the Presses Presentation
  • Be Available – don’t hideAnswer all media enquiries promptly
    Stop the Presses Presentation
  • Using your website is the first choice.Do you have the ability to make quick updates?
    Stop the Presses Presentation
  • Facebook
    Updates are quick and easy
    Gets high search engine results
    Allows customers to comment or ask questions
  • Twitter
    Short, 140 character updates
    Quick to set up
    Used by Media
    Great for developing stories
    Stop the Presses Presentation
  • Plan Ahead
    Set up online tools so they are ready
    Ask or Answer Customer Questions
    Improve visibility for your company
    Post after-Crisis events
    Stop the Presses Presentation
  • Blogs-blend of the term web/log
    Stop the Presses Presentation
  • 3 Questions:
    How do we get the message out to the targeted people that have to take action to remove the recalled product or other actions as quickly as possible?

    Stop the Presses Presentation
  • 
How do we track the responses from our targeted people (for example, store managers), including not only acknowledgement of the response but compliance to the directions?

    Stop the Presses Presentation
  • 
How do we maintain an on-going emergency dialogue (outstanding issues, new information) that doesn't get lost in the day-to-day volumes of email and voicemail?

    Stop the Presses Presentation
  • Powerful Application:Google Alerts
    -set daily or weekly notifications
    -search for company or product names
    -search for competition
    Stop the Presses Presentation
  • 
Jay Conrad Levinson
    Guerrilla Social Media Marketing
    20 Types of ROI
    Stop the Presses Presentation
  • Reputation
    Risk Reduction
    Client Retention
    Efficiency
    Business Intelligence
    Differentiation
    Brand Association
    PR and Exposure
    Immediate Revenue
    Long-Term Revenue
    Supplier Capacity
    Building
    Perception Shifting
    Better Recruits
    Innovation
    Client Education
    Staff Capacity Building
    Network Growth
    Opportunity Creation
    Job Satisfaction
    Trust Building
    Stop the Presses Presentation
  • Chain of CommandContentCommunication Tools
    Stop the Presses Presentation
  • Whenever Possible use Pictures
  • What are some possible PR crisis situations?
  • Making Positive Changes
  • Social Media In A CrisisThank you
    Stop the Presses Presentation