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Monsanto: Getting social to the crisis communication table, presented by Heather McClurg and Nick Weber
Monsanto representatives Heather McClurg and Nick Weber presented on how Monsanto improved its crisis communication process to better incorporate social media. Previously, crisis responses were inefficient and caused frustration as many stakeholders were involved. Monsanto now takes a more streamlined approach with a dedicated digital newsroom that meets daily to discuss trends, content calendar and potential issues. They provided examples of how this new process worked for celebrity promotions of false information, responding to rumors before they spread, and addressing opportunities like articles from satirical news sites.
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Monsanto: Getting social to the crisis communication table, presented by Heather McClurg and Nick Weber
- 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Monsanto Heather McClurgand 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. Getting Social tothe Crisis Communication Table Nick Weber @n_web Heather McClurg @monarchsjoy
- 3. A Monsanto CrisisOnline 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. New Process TookShape 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. Newsroom • One integrateddigital 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. 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. Crisis Ex #3:We Sue California
- 8. Crisis Ex #2:Stomping Out a Rumor BEFORE it Becomes a Myth
- 9. Opportunity: The OnionWrites an Article on Monsanto Rogue Tomato
- 10. Opportunity: We RespondTo The Onion
- 11. THANK YOU! Nick Weber SocialStrategy Lead @n_web Heather McClurg Social Media Manager @monarchsjoy FOLLOW US: MONSANTOCO
- 12. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn moreabout 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