The document describes Monsanto's evolution in crisis communication and social media response. Originally, a crisis response caused inefficiencies as an email was forwarded through multiple teams and legal reviews. A new process in 2015 established a response priority framework, one-page process, and small working group to make quick decisions. It also created an integrated digital newsroom to discuss social media strategy and respond rapidly to issues. Examples are given of how this approach addressed crises like a celebrity promoting misinformation and responding quickly to rumors before they spread.

1. Getting Social to the Crisis
Communication Table
Nick Weber @n_web
Heather McClurg @monarchsjoy

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. 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. 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. 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. Crisis Ex #3: We Sue California

7. Crisis Ex #2: Stomping Out a Rumor
BEFORE it Becomes a Myth

8. Opportunity: The Onion Writes an
Article on Monsanto Rogue Tomato

9. Opportunity: We Respond To The Onion

10. THANK YOU!
Nick Weber
Social Strategy Lead
@n_web
Heather McClurg
Social Media Manager
@monarchsjoy
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