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Marketing in Digital Space
Garima Jain
Module 4: Handling Crisis in Digital Space
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A fairy tale?
©Garima Jain
www.youtube.com/watch?v=vDGrfhJH1P4
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Case Study: Ford Figo
©Garima Jain
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Proactive Strategy For Crisis Management
©Garima Jain
1. Monitor
2. Listen
3. Respond
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Case Study: American Apparel
©Garima Jain
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Proactive Strategy For Crisis Management
©Garima Jain
1. Monitor
2. Listen
3. Respond
![Page 7: Marketing in Digital Space-Module 4-Handling crisis in digital space](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5462182baf7959ba618b4b34/html5/thumbnails/7.jpg)
Case Study: FedEx
©Garima Jain
http://www.youtube.com/watch?v=RR_firhtoPM
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Case Study: FedEx
©Garima Jain
http://www.youtube.com/watch?v=4ESU_PcqI38
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Case Study: BlackBerry
©Garima Jain
#DearBlackberry
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Case Study: BlackBerry
©Garima Jain
#DearBlackberry
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Case Study: BlackBerry
©Garima Jain
#DearBlackberry
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Case Study: BlackBerry
©Garima Jain
#DearBlackberry
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Case Study: BlackBerry
©Garima Jain
http://www.youtube.com/watch?v=zQ1esvGae_s
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Takeaways
©Garima Jain
1. Understand how social media works and what (doesn’t) works on
social media
2. Get a moderation process in place and escalate/respond to any issue as soon as possible after its occurrence
3. Respond to everything, do not delete anything (except spam)– even negative comments.
4. Be sincere with your customers.
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Thank you!
©Garima Jain
Visit the Learning section on InsideIIM.com for other
parts in the series!