1. GRANAROLO
SOCIAL
MEDIA
CRISIS
Alberto
D’Autilia
-­‐
Luca
Flamini
-­‐
Federico
Oliveri
Giulia
Pozzi
-­‐
Maria
Virginia
Sgargi

2. “By
failing
to
prepare,
you
are
preparing
to
fail.”
Benjamin
Franklin

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
ROAD
MAP

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. ENDOGENOUS
OR
EXTERNAL?

6. Main
features:
Ê Amplification
Ê Virality
Ê Penetration
Ê
Segmentation
Ê Harmfulness
permeating

7. REPUTATIONAL
RISK

8. SOCIAL
MEDIA
CRISIS
PLAN

9. 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

10. THE
CASE:
GRANAROLO

11. WHAT
HAPPENED
OFFLINE?

12. WHAT
HAPPENED
ONLINE?

13. SWOT
ANALYSIS

14. 14
Ê alberto.dautilia90@gmail.com
Ê luca.flamini91@gmail.com
Ê federicooliveri.fo@gmail.com
Ê giulia.pozzi89@gmail.com
Ê virgisgargi@gmail.com
AND
…
If
you
are
interested
in
our
work,
please
contact
us
to
have
the
full
version