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DOMINO’S PIZZA

GESTION DE LA CRISE SUR LES
     RESEAUX SOCIAUX



                      BEJAOUI INES
                      CHAPOULAUD ESTELLE
Le fait générateur: Une vidéo
                 scandaleuse

•   http://www.dailymotion.com/video/x8zunc_dominos-pizza-employe-
    degoutant_fun




1 millions de vue en quelques jours

En l’espace de quelques heures les lecteurs du site
consumerist.com ont pu identifié le restaurant
La communication de crise
1) La défense et la non caution
      Renvoie des employés concernés
      Poursuites juidiciaires

2) Excuse auprès de la communauté
     Vidéo du Président de Domino’s Pizza
     Création d’un compte twitter
     Enquête

3) Valorisation de la marque
     Lancement du site pizzaturnaround.com
TURNAROUND PIZZA
Les conséquences de la crise
A court terme:
    Baisse ressentie de la fréquentation
    Fermeture provisoire du restaurant concerné
    Bad buzz dans les premiers résultats de Google
    Coûts des enquêtes et des poursuites judiciaires

A long terme:
    Coût de la gestion de crise
    Nouvelle politique sanitaire
    Présence sur les réseaux sociaux
Conclusion
Bonne gestion de la crise
    Utilisation des réseaux sociaux (Youtube et
    twitter)
    Acceptation de la critique
    Mise en place de mesures sanitaires et judiciaires


 Compréhension des enjeux de l’e-reputation
et du web 2.0 dans la gestion de crise

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Domino’s pizza

  • 1. DOMINO’S PIZZA GESTION DE LA CRISE SUR LES RESEAUX SOCIAUX BEJAOUI INES CHAPOULAUD ESTELLE
  • 2. Le fait générateur: Une vidéo scandaleuse • http://www.dailymotion.com/video/x8zunc_dominos-pizza-employe- degoutant_fun 1 millions de vue en quelques jours En l’espace de quelques heures les lecteurs du site consumerist.com ont pu identifié le restaurant
  • 3. La communication de crise 1) La défense et la non caution Renvoie des employés concernés Poursuites juidiciaires 2) Excuse auprès de la communauté Vidéo du Président de Domino’s Pizza Création d’un compte twitter Enquête 3) Valorisation de la marque Lancement du site pizzaturnaround.com
  • 5. Les conséquences de la crise A court terme: Baisse ressentie de la fréquentation Fermeture provisoire du restaurant concerné Bad buzz dans les premiers résultats de Google Coûts des enquêtes et des poursuites judiciaires A long terme: Coût de la gestion de crise Nouvelle politique sanitaire Présence sur les réseaux sociaux
  • 6. Conclusion Bonne gestion de la crise Utilisation des réseaux sociaux (Youtube et twitter) Acceptation de la critique Mise en place de mesures sanitaires et judiciaires  Compréhension des enjeux de l’e-reputation et du web 2.0 dans la gestion de crise