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Final project for the corporate communication final exam at Alma Graduate School Prof. Roberto Grandi
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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 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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