This document provides a framework for social media crisis management with three phases: pre-crisis, crisis, and post-crisis. The pre-crisis phase involves appointing a crisis team, developing plans and policies, listening to social media, preparing infrastructure, and establishing official communication channels. The crisis phase focuses on understanding the root cause, responding appropriately, avoiding unhelpful actions, and deploying prepared plans. Finally, the post-crisis phase analyzes lessons learned and works to recover and prevent future crises through rebuilding and improved measures.

1. Crisis Management for
Social Media Controversies
30th October 2011

2. Before We Begin
INTRODUCTIONS
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3. We make Digital Marketing better.

5. Social Media Crisis Management
THE FRAMEWORK
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6. Crisis - Three Major Phases
Pre-Crisis Crisis Management Post-Crisis
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7. Crisis Management Framework
Appoint Understand
• Appoint a crisis • Understand the root Analyze
management team cause and consumers
• Classify the issues
Develop
• Discover the root cause
• Develop plans and Respond • Learn and improve the
policies
system
• Funnel the responses
Listen • Match the platform
• Approach the issue
• Listen and monitor
Avoid Recover
Prepare
• Prepare the infrastructure • Avoid issues that add
trouble
• Rebuild the foundation
Establish • Improve on the
Deploy infrastructure
• Place preventive
• Establish and own key
communication channels measures
• Put plans to use
Pre-crisis Crisis Post-Crisis
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8. Phase 1 of 3
PRE-CRISIS
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9. Pre-Crisis Activities
1. Appoint
2. Develop
3. Listen
4. Prepare
5. Establish
Pre-Crisis We make Digital Marketing better.

10. Appoint (1/5)
Crisis Management Team
Pre-Crisis | Appoint

11. Develop (2/5)
• Plans
• Policies
Pre-Crisis | Develop We make Digital Marketing better.

12. Listen (3/5)
• Free • Premium
• Basic • Experts
Pre-Crisis | Listen We make Digital Marketing better.

13. Prepare (4/5)
• Crisis management tools
• Conduct crisis drills
Pre-Crisis | Prepare We make Digital Marketing better.

14. Establish (5/5)
• Official social media channels
• Official brand communities
• Brand advocates
Pre-Crisis | Establish We make Digital Marketing better.

15. Phase 2 of 3
CRISIS MANAGEMENT
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16. Crisis Activities
1. Understand
2. Respond
3. Avoid
4. Deploy
Crisis We make Digital Marketing better.

17. Understand (1/4)
• Consumer
• Classification
Crisis | Understand We make Digital Marketing better.

18. Respond (2/4)
• Funnel
• Match
• Approach
Crisis | Respond We make Digital Marketing better.

19. Avoid (3/4)
• Get defensive
• Attack
• Ignore
Crisis | Avoid We make Digital Marketing better.

20. Deploy (4/4)
• Crisis Management Tools
• Prepared Plans
Crisis | Deploy We make Digital Marketing better.

21. Phase 3 of 3
POST-CRISIS
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22. Post-Crisis Activities
1. Analyze
2. Recover
Post – Crisis We make Digital Marketing better.

23. Analyze (1/2)
• Root cause
• Learn
• Improve
Post – Crisis | Analyze We make Digital Marketing better.

24. Recover (2/2)
• Rebuild
• Improve
• Prevent
Post – Crisis | Recover We make Digital Marketing better.

25. Before We End
CONCLUSION
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26. Social Media = Amplifier

27. Our Take
“The best management
of social media crisis are
those that even
consumers are not
aware about”
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28. The Beginning
Presented
Framework
The real
work load
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29. We make Digital Marketing better.

30. Thank You!
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31. 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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