granarolo social media crisis plan
Post on 21-Oct-2014
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GRANAROLO SOCIAL
MEDIA CRISISAlberto D’Autilia - Luca Flamini - Federico Oliveri
Giulia Pozzi - Maria Virginia Sgargi
“By failing to prepare, you are preparing to fail.”
Benjamin Franklin
1 INTROl Online crisis communication & key data
l Crisis planl Do and Don't
2 THE CASEl Overview
l Social media SWOT analysisl Authority activity
l Keywords
3 ACTION PLANl Main goalsl Campaign
l Training & preparationl
ROAD MAP
SOCIAL MEDIA CRISIS
“A social media crisis is a set of problems born online or which are amplified by social media therefore generating a negative coverage which is made by
the traditional media.
This could bring about loss both financially and in credibility.”
(Vincenzo Cosenza, Social Media ROI)
ENDOGENOUS OR EXTERNAL?
Main features:
Amplification
Virality
Penetration
Segmentation
Harmfulness permeating
REPUTATIONAL RISK
SOCIAL MEDIA CRISIS PLAN
DO AND DON’T
News and negative comments monitoring
Reverse SEO
Real time acting
Be honest and transparent
Internal communications
Defining policies, procedures and community rules
Identify who will be responsible
Training to face different scenarios
Alert, asses and act
Craft best practice responses
Lack of emphaty and aggressive reactions
Focusing just on legal and scientific perspectives
Censorship attitude
Avoiding to apoligise whenever the brand is at fault
Don’t have a crisis plan and a clear corporate purpose
‘Stock’ responses
THE CASE: GRANAROLO
WHAT HAPPENED OFFLINE?
WHAT HAPPENED ONLINE?
SWOT ANALYSIS
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