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How to handle a social media crisis: From WOMMA's School of WOM summit
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Uno Chicago GrillUsing Social Media in Crisis Communications
Tuesday, May 25, 2010
Carrie Kerpen, COO, Likeable MediaJenna Lebel, Managing Director, Likeable Media
Kimberly Boynton, Director of Marketing, Uno Chicago Grill
Check into Uno Session @ WOMMA School of WOM, tweet @UnoChicagoGrill using #womma to enter for a chance to win an Uno gift card!
Carrie KerpenQueen Bee at Likeable MediaTwitter: @likeablemedia or @carriekerpenFacebook: www.facebook.com/likeablemediaEmail: [email protected]
Jenna LebelManaging Director at Likeable MediaTwitter: @likeablemedia or @jennal15Facebook: www.facebook.com/likeablemediaEmail: [email protected]
Kimberly BoyntonDirector of Marketing at UNOTwitter: @unochicagogrillFacebook:www.facebook.com/unochicagogrillEmail: [email protected]
What Do These Companies Have in Common?
A CRISIS!
Bad news travels fast…faster with social media.
The truth is…you can no longer HIDE information.
YOU CANControl your message
Address the situation and take ownershipGive people the information directly
Set the record straight and put things into context in real-time
But you CAN harness the power of social media to give you an outlet to communicate with your audience.
It all starts with a plan…
Who will handle?
Who is your audience?
How will you reach them?
Can you be proactive? Or are you limited?
You may not know your crisis, but you can know the answers to these questions!
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Know Your Team
Know Your Audience
Know Your Platforms
Know Your Limitations and Comfort Level
Proactive vs Reactive
Full vs Limited Disclosure
Sometimes you can’t plan ahead, but you can react quickly.
Monitor closely
Control the message and conversation
Answer and respond
Keep your audience updated
Shift Conversation
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But this process doesn’t fit every situation….Here’s how Uno approached their crisis via social media.
Our Situation
Overview of Uno
Our Crisis
Limitations
Our Plan
Overview of Uno
Closely Monitoring and Controlling the Conversation
600+ tweets about Uno reorganization in the first 2 days!
Responding Quickly and Consistently
Pre-approved responses to predicted FAQs
Addressing the Situation
•Status update•Geo-targeted messages•Answers to questions
Shifting the Conversation
Closing the Chapter
Give the information and address concerns and find the appropriate way to move on.
The Brand Perspective: Lessons Learned
What were our biggest fears and the realities of them?
Important lessons: It’s manageable with preparation
Know and understand your audiencesBe honest and open
