social media crisis management framework

Crisis Management for Social Media Controversies

30th October 2011

INTRODUCTIONS Before We Begin

We make Digital Marketing better.

We make Digital Marketing better.

THE FRAMEWORK Social Media Crisis Management

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Crisis - Three Major Phases

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Pre-Crisis Crisis Management Post-Crisis

Crisis Management Framework

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Pre-crisis Crisis Post-Crisis

• Appoint a crisis management team

Appoint

• Develop plans and policies

Develop

• Listen and monitor

Listen

• Prepare the infrastructure

Prepare

• Establish and own key communication channels

Establish

• Understand the root cause and consumers

• Classify the issues

Understand

• Funnel the responses • Match the platform • Approach the issue

Respond

• Avoid issues that add trouble

Avoid

• Put plans to use

Deploy

• Discover the root cause • Learn and improve the

system

Analyze

• Rebuild the foundation • Improve on the

infrastructure • Place preventive

measures

Recover

PRE-CRISIS Phase 1 of 3

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Pre-Crisis Activities

1.  Appoint 2.  Develop 3.  Listen 4.  Prepare 5.  Establish

We make Digital Marketing better. Pre-Crisis

Appoint (1/5) Crisis Management Team

Pre-Crisis | Appoint

Develop (2/5)

•  Plans

•  Policies

We make Digital Marketing better. Pre-Crisis | Develop

Listen (3/5)

•  Free •  Basic

•  Premium •  Experts

We make Digital Marketing better. Pre-Crisis | Listen

Prepare (4/5)

• Crisis management tools

• Conduct crisis drills

We make Digital Marketing better. Pre-Crisis | Prepare

Establish (5/5)

•  Official social media channels •  Official brand communities •  Brand advocates

We make Digital Marketing better. Pre-Crisis | Establish

CRISIS MANAGEMENT Phase 2 of 3

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Crisis Activities

1. Understand 2. Respond 3. Avoid 4. Deploy

We make Digital Marketing better. Crisis

Understand (1/4)

• Consumer

• Classification

We make Digital Marketing better. Crisis | Understand

Respond (2/4)

•  Funnel

• Match

•  Approach

We make Digital Marketing better. Crisis | Respond

Avoid (3/4)

• Get defensive • Attack •  Ignore

We make Digital Marketing better. Crisis | Avoid

Deploy (4/4)

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•  Crisis Management Tools

•  Prepared Plans

Crisis | Deploy

POST-CRISIS Phase 3 of 3

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1. Analyze

2. Recover

Post-Crisis Activities

We make Digital Marketing better. Post – Crisis

Analyze (1/2)

• Root cause

• Learn

•  Improve

We make Digital Marketing better. Post – Crisis | Analyze

Recover (2/2)

• Rebuild

•  Improve

• Prevent

We make Digital Marketing better. Post – Crisis | Recover

CONCLUSION Before We End

We make Digital Marketing better.

Social Media = Amplifier

Our Take

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“The best management of social media crisis are

those that even consumers are not

aware about”

The Beginning

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Presented Framework

The real work load

We make Digital Marketing better.

Thank You!

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About Blugrapes

Blugrapes is a leading digital marketing consultancy that specializes in the

design, deployment and delivery of social media and mobile marketing

solutions. To date, it has built Facebook communities of over 700,000 fans

and delivered more than 2.4 billion users’ clicks for global brands. Blugrapes

leverages marketing expertise with technological know-how to deliver

innovative solutions to clients that include Fortune 500 companies such as

Coca-Cola, Hewlett-Packard, Intel, Dell, Lenovo, Samsung and L’Oreal,

among many others. Blugrapes is committed to driving performance for

marketing by emphasizing accountability in its practices.

Find out more at www.blugrapes.com.

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