crisis social media
DESCRIPTION
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'.TRANSCRIPT
Using Social MediaDuring a PR Crisis
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PlanningWebsitesFacebook
TwitterBlogs
Canadians surf the web, watch YouTube, consult Wikipedia more than any other users -
Yahoo! News
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What is your Communication
Plan?
Traditional Approach
How easy is it to reach your customers?
Do you have a list of who buys what?
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Be Available – don’t hide
Answer all media enquiries promptly
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Using your website is the first choice.
Do you have the ability to make quick updates?
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FacebookUpdates are quick and easy
Gets high search engine results
Allows customers to comment or ask questions
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Short, 140 character updates
Quick to set upUsed by MediaGreat for developing stories
Plan Ahead
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Set up online tools so they are ready
Ask or Answer Customer Questions
Improve visibility for your company
Post after-Crisis events
Blogs-blend of the term web/log
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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?
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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?
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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?
Powerful Application:Google Alerts
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-set daily or weekly notifications-search for company or product names-search for competition
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Jay Conrad Levinson
Guerrilla Social Media Marketing
20 Types of ROI
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ReputationRisk ReductionClient RetentionEfficiencyBusiness IntelligenceDifferentiationBrand AssociationPR and ExposureImmediate RevenueLong-Term RevenueSupplier Capacity
BuildingPerception ShiftingBetter RecruitsInnovationClient EducationStaff Capacity BuildingNetwork GrowthOpportunity CreationJob SatisfactionTrust Building
Chain of CommandContent
Communication Tools
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Whenever Possible
use Pictures
What are some possible PR crisis
situations?
Making Positive Changes
Social Media In A CrisisThank you
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