GRANAROLO
SOCIAL MEDIA
CRISIS
Alberto 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 an...
SOCIAL MEDIA CRISIS
“A social media crisis is a set of problems born
online or which are amplified by social media
therefo...
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
 Intern...
THE CASE: GRANAROLO
WHAT HAPPENED OFFLINE?
WHAT HAPPENED
ONLINE?
SWOT ANALYSIS
14
 alberto.dautilia90@gmail.com
 luca.flamini91@gmail.com
 federicooliveri.fo@gmail.com
 giulia.pozzi89@gmail.com
 v...
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Granarolo Social Media Crisis Plan

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Granarolo Social Media Crisis Plan

  1. 1. GRANAROLO SOCIAL MEDIA CRISIS Alberto D’Autilia - Luca Flamini - Federico Oliveri Giulia Pozzi - Maria Virginia Sgargi
  2. 2. “By failing to prepare, you are preparing to fail.” Benjamin Franklin
  3. 3. 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
  4. 4. 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)
  5. 5. ENDOGENOUS OR EXTERNAL?
  6. 6. Main features:  Amplification  Virality  Penetration  Segmentation  Harmfulness permeating
  7. 7. REPUTATIONAL RISK
  8. 8. SOCIAL MEDIA CRISIS PLAN
  9. 9. 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
  10. 10. THE CASE: GRANAROLO
  11. 11. WHAT HAPPENED OFFLINE?
  12. 12. WHAT HAPPENED ONLINE?
  13. 13. SWOT ANALYSIS
  14. 14. 14  alberto.dautilia90@gmail.com  luca.flamini91@gmail.com  federicooliveri.fo@gmail.com  giulia.pozzi89@gmail.com  virgisgargi@gmail.com AND … If you are interested in our work, please contact us to have the full version

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