social media crisis management framework
DESCRIPTION
Blugrapes is a digital marketing consultancy specializing in mobile marketing and social media marketing. This social media crisis management framework was presented at the National Sales and Marketing Congress 2011. This framework was developed by Blugrapes to help marketers manage social media controversies. It contains Blugrapes’ experiences and best practices across multiple industries. The framework is not an attempt to impress you, but rather to impress upon you on the importance of always being prepared for it. All mistakes are our own. Let us know how we can improve further. Hear from you soon!TRANSCRIPT
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
We make Digital Marketing better.
Crisis - Three Major Phases
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Pre-Crisis Crisis Management Post-Crisis
Crisis Management Framework
We make Digital Marketing better.
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
We make Digital Marketing better.
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
We make Digital Marketing better.
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)
We make Digital Marketing better.
• Crisis Management Tools
• Prepared Plans
Crisis | Deploy
POST-CRISIS Phase 3 of 3
We make Digital Marketing better.
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
We make Digital Marketing better.
“The best management of social media crisis are
those that even consumers are not
aware about”
The Beginning
We make Digital Marketing better.
Presented Framework
The real work load
We make Digital Marketing better.
Thank You!
http://www.blugrapes.com
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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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