Marketing in Digital Space

Garima Jain

Module 4: Handling Crisis in Digital Space

A fairy tale?

©Garima Jain

www.youtube.com/watch?v=vDGrfhJH1P4

Case Study: Ford Figo

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Proactive Strategy For Crisis Management

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1. Monitor

2. Listen

3. Respond

Case Study: American Apparel

©Garima Jain

Proactive Strategy For Crisis Management

©Garima Jain

1. Monitor

2. Listen

3. Respond

Case Study: FedEx

©Garima Jain

http://www.youtube.com/watch?v=RR_firhtoPM

Case Study: FedEx

©Garima Jain

http://www.youtube.com/watch?v=4ESU_PcqI38

Case Study: BlackBerry

©Garima Jain

#DearBlackberry

Case Study: BlackBerry

©Garima Jain

#DearBlackberry

Case Study: BlackBerry

©Garima Jain

#DearBlackberry

Case Study: BlackBerry

©Garima Jain

#DearBlackberry

Case Study: BlackBerry

©Garima Jain

http://www.youtube.com/watch?v=zQ1esvGae_s

Takeaways

©Garima Jain

1. Understand how social media works and what (doesn’t) works on

social media

2. Get a moderation process in place and escalate/respond to any issue as soon as possible after its occurrence

3. Respond to everything, do not delete anything (except spam)– even negative comments.

4. Be sincere with your customers.

Thank you!

©Garima Jain

Visit the Learning section on InsideIIM.com for other

parts in the series!