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Getting Social to the Crisis
Communication Table
Nick Weber @n_web
Heather McClurg @monarchsjoy
A Monsanto Crisis Online in the Past Caused
Inefficiencies & Frustration
Issue identified
Email sent to 3
people, one of
t...
New Process Took Shape in 2015
• New leadership formulated plan on paper and
evangelized it through the multiple teams
- R...
Newsroom
• One integrated digital newsroom
dedicated to social media content
• Daily meeting at 9:30 a.m.
• Reps from all ...
Crisis Ex #1: Celebrity Promotes False
Information about Monsanto
• Through social listening –
heard about new album “The
...
Crisis Ex #3: We Sue California
Crisis Ex #2: Stomping Out a Rumor
BEFORE it Becomes a Myth
Opportunity: The Onion Writes an
Article on Monsanto Rogue Tomato
Opportunity: We Respond To The Onion
THANK YOU!
Nick Weber
Social Strategy Lead
@n_web
Heather McClurg
Social Media Manager
@monarchsjoy
FOLLOW US: MONSANTOCO
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GettingASeatAtTheCrisisCommTableFINAL3

  1. 1. Getting Social to the Crisis Communication Table Nick Weber @n_web Heather McClurg @monarchsjoy
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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”
  6. 6. Crisis Ex #3: We Sue California
  7. 7. Crisis Ex #2: Stomping Out a Rumor BEFORE it Becomes a Myth
  8. 8. Opportunity: The Onion Writes an Article on Monsanto Rogue Tomato
  9. 9. Opportunity: We Respond To The Onion
  10. 10. THANK YOU! Nick Weber Social Strategy Lead @n_web Heather McClurg Social Media Manager @monarchsjoy FOLLOW US: MONSANTOCO

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