Social Media and Risk Communications

Transcription

1 Social Media and Risk Communications William Lachowsky Department of Food Science University of Guelph Guelph, Ontario

2 Remember when?

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5 Media The storage and transmission channels or tools used to store and deliver information or data.

6 Social Media Depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities; share, co-create, discuss, and modify user-generated content.

7 One Case!

8 One Person!

9 One Group!

10 Food Industry Web site information Customer surveys Market research promotions Develop a following Creating brand awareness Responding to issues (Risk Communications) Risk Mitigation strategy (Crisis Communications)

11 Engagement feels like talking to a friend Broadcasting feels like someone shouting their messages at anyone

12 Jack in The Box E. coli O157:H7 (1992) Recalls Brand Reputation Food safety programs Government interventions

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14 4 Steps to Creating a Social Media Campaign 1. Monitoring / Listening 2. Planning 3. Implementation 4. Evaluation

15 1) Monitoring / Listening What are people saying about your brand? What are people saying about your competitors? What are people saying about your industry? Who are the main influencers in your field? What are the trends in your area? What is the sentiment about your industry?

16 2) Planning Step 1 Define Your X Set Small Measurable Goals to Achieve X Step 2 Identify Your Audience Step 3 Strategize: Identify approaches/tools Step 4 Implement Plan Step 5 Assess/Adapt

17 3) Implementation Blogs Networks Micro-blogs Sharing sites

18 4) Evaluation Monitor Are you achieving your goals? What is working / not working? What else will your fans / followers do for you? Adjust and return to step 1!!

19 Measurement CrowdBooster.com Paid stats $8/month Schedule tweets/posts Monitor Facebook & Twitter accounts Learn best times to post

20 Measurement Facebook Insights The stat we focus on

21 Other uses of Social Media Time wasted? Proprietary leaks Damaged brand reputations Corporate identity theft Fraud Legal violations

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24 1. Use a Prominent Spokesperson 2. Publically Apologize 3. Be Proactive 4. Fix the Problem 5. Use APPROPRIATE messaging 6. Be Consistent 7. Be Open

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26 Spokesperson: Media Contact identifies appropriate Spokesperson Media Contact supports Spokesperson Crafts talk points Media trains Spokesperson Present with interviews You may need to hire a PR/Crisis Communications company

27 The Message Apologize Scope of problem Geographies, brands, skus =>Clear and complete How to identify What recipient needs to do. Where to get additional information. Who to contact for additional (emergency) help Rebuild customer loyalty

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29 Champion: Rick Mercer Report

30 Food Recall Media Crisis Prevention Prepare Address Recover = 75% } 25%

31 Do you have a Plan? Marketing communication plans and process in place Specific Public Relations contact Identified spokesperson Mobilize and execute broad communication initiative. cohesively Existing media list and relationships Media capable traditional and social Tested it via dry run(s)

32 In a crisis situation, one of the most important challenges which faces an organisation is the challenge of managing the messages which stakeholders receive.

33 Cohesive Communications Plan Fix the Product Issue Inform Sales Team Inform Supply Chain Partners Brokers, Distributors, etc. Retailers Inform regulatory agency (e.g. CFIA) Protect and make whole Inform Constituents Inform Media Inform Consumers Structure and Leverage Feedback Loops Protect and maintain reputation

34 Tell Your Story

35 Food Crisis: Opportunity Share prices of companies that mishandled a crisis one year later +7% -15% Share prices of companies that handled a crisis well one year later Source: The Impact of Catastrophes on Shareholder Value; Sedgwick Group, Knight and Pretty