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Monsanto: Getting social to the crisis communication table, presented by Heather McClurg and Nick Weber

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In their SocialMedia.org Member Meeting case study presentation, Monsanto's Heather McClurg and Nick Weber talk about how social media plays a role in crisis communications.

They share three examples of how Monsanto developed internal processes with different departments to best handle crises online and in social media.

Published in: Social Media
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Monsanto: Getting social to the crisis communication table, presented by Heather McClurg and Nick Weber

  1. 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Monsanto Heather McClurg and Nick Weber Getting social to the crisis communication table Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
  2. 2. Getting Social to the Crisis Communication Table Nick Weber @n_web Heather McClurg @monarchsjoy
  3. 3. A Monsanto Crisis Online in the Past Caused Inefficiencies & Frustration Issue identified Email sent to 3 people, one of them was in Social/Digital team Email forwarded to other opinion leaders Blog post written and in review Emailed to others for input Legal makes changes 10 other people have changes too simultaneously! Blog post published a week later
  4. 4. New Process Took Shape in 2015 • New leadership formulated plan on paper and evangelized it through the multiple teams - Response Priority Framework: High, Medium & Low Risk - One page step-by-step process Social Listening Small working group Conference call Decision made Email sent to all with rationale Legal approval & action taken
  5. 5. Newsroom • One integrated digital newsroom dedicated to social media content • Daily meeting at 9:30 a.m. • Reps from all communication areas • Discuss content calendar, trending conversations & opportunistic events • Items to watch out for / on the radar
  6. 6. Crisis Ex #1: Celebrity Promotes False Information about Monsanto • Through social listening – heard about new album “The Monsanto Years” • Then Young posts a farmer documentary “Seeding Fear”
  7. 7. Crisis Ex #3: We Sue California
  8. 8. Crisis Ex #2: Stomping Out a Rumor BEFORE it Becomes a Myth
  9. 9. Opportunity: The Onion Writes an Article on Monsanto Rogue Tomato
  10. 10. Opportunity: We Respond To The Onion
  11. 11. THANK YOU! Nick Weber Social Strategy Lead @n_web Heather McClurg Social Media Manager @monarchsjoy FOLLOW US: MONSANTOCO
  12. 12. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016 Learn more about past and upcoming Member Meetings socialmedia.org/meetings

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