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: carrie@likeable.com

Jenna LebelManaging Director at Likeable MediaTwitter: @likeablemedia or @jennal15Facebook: www.facebook.com/likeablemediaEmail: jenna@likeable.com

Kimberly BoyntonDirector of Marketing at UNOTwitter: @unochicagogrillFacebook:www.facebook.com/unochicagogrillEmail: boynton@unos.com

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

Thank you!Questions?

Carrie Kerpencarrie@likeable.com

Jenna Lebeljenna@likeable.com

Kimberly Boyntonboynton@unos.com