Social media crisis plan for granarolo

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 INTRO l Online crisis communication & key data l Crisis plan l Do and Don't

!2 THE CASE

l Overview l Social media SWOT analysis l Authority activity l Keywords

!3 ACTION PLAN

l Main goals l Campaign l Training & preparation l

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:

Ê Amplification

Ê Virality

Ê Penetration

Ê Segmentation

Ê Harmfulness permeating

REPUTATIONAL RISK

SOCIAL MEDIA CRISIS PLAN

DO AND DON’T

Ê News and negative comments monitoring

Ê Reverse SEO

Ê Real time acting

Ê Be honest and transparent

Ê Internal communications

Ê Defining policies, procedures and community rules

Ê Identify who will be responsible

Ê Training to face different scenarios

Ê Alert, asses and act

Ê Craft best practice responses

Ê Lack of emphaty and aggressive reactions

Ê Focusing just on legal and scientific perspectives

Ê Censorship attitude

Ê Avoiding to apoligise whenever the brand is at fault

Ê Don’t have a crisis plan and a clear corporate purpose

Ê ‘Stock’ responses

THE CASE: GRANAROLO

WHAT HAPPENED OFFLINE?

WHAT HAPPENED ONLINE?

SWOT ANALYSIS

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Social media crisis plan for granarolo

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