Using Social Media During a PR Crisis
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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'.
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Using Social Media During a PR Crisis
- 1. Using Social MediaDuring a PR Crisis Stop the Presses Presentation
- 2. Planning WebsitesFacebook Twitter Blogs Stop the Presses Presentation
- 6. Canadians surf the web, watch YouTube, consult Wikipedia more than any other users - Yahoo! News Stop the Presses Presentation
- 8. What is your Communication Plan?
- 10. How easy is it to reach your customers?Do you have a list of who buys what? Stop the Presses Presentation
- 11. Be Available – don’t hideAnswer all media enquiries promptly Stop the Presses Presentation
- 12. Using your website is the first choice.Do you have the ability to make quick updates? Stop the Presses Presentation
- 15. Facebook Updates are quick and easy Gets high search engine results Allows customers to comment or ask questions
- 16. Twitter Short, 140 character updates Quick to set up Used by Media Great for developing stories Stop the Presses Presentation
- 17. 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
- 19. Blogs-blend of the term web/log Stop the Presses Presentation
- 21. 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
- 22. 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
- 23. 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
- 24. Powerful Application:Google Alerts -set daily or weekly notifications -search for company or product names -search for competition Stop the Presses Presentation
- 25. Jay Conrad Levinson Guerrilla Social Media Marketing 20 Types of ROI Stop the Presses Presentation
- 26. 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
- 27. Chain of CommandContentCommunication Tools Stop the Presses Presentation
- 28. Whenever Possible use Pictures
- 31. What are some possible PR crisis situations?
- 33. Social Media In A CrisisThank you Stop the Presses Presentation
Notas do Editor
- 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