1. SOCIAL MEDIA Crisis Management Plan CAMPAIGN MANAGEMENT – GROUP D September 2011

6. CAMPAIGN MANAGEMENT – GROUP D July 2011 Act fast: If a community manager made an unfortunate statement, a unsatisfied customer post a very corrosive comment, or the brand made a controversial advertising, it is crucial to act fast! As the fires, a crisis is easier to handle in its early stages. Do not think that will happen eventually. Every second counts to prevent the situation from becoming a huge reputation problem. II. DURING the Crisis

10. CAMPAIGN MANAGEMENT – GROUP D July 2011 Personalized attention: It is crucial to treat users as individuals. The CM must be helpful, friendly and willing to listen to criticism. If we are talking about a group, meeting them could be a good alternative. We must remember that customers are brand owners. Develop and distribute detailed messages with the status of the emergency: it is very important to designate the frequency of information distribution to general media, general public and Social Media Contribution Team. II. DURING the Crisis

11. CAMPAIGN MANAGEMENT – GROUP D July 2011 II. DURING the Crisis And also Better be proactive speaker: speak to media right the way, do not wait for viral multiplication effect to put you in reactive position : Better give truth and facts first , and do not be speculative, as even small mistakes can have unbearable results latter. Keep "sang froid", do not show uncertainty , lack of capability of solving the crisis, or other reactions that may be translated as you do not know what to do and how to do it. Keep promises given during the crisis ; be clear and consistent in your messages. Be open , give updated responses, act honestly and be credible.

12. CAMPAIGN MANAGEMENT – GROUP D July 2011 Monitoring after the crisis: the crisis team should not be dissolved until 30 days after the crisis has passed, this because in this time the attack can be reactivated. Reputation monitoring tools: we recommend two tools to monitor online brand reputation: Social Mention and the Google Alerts service. Evaluate effectiveness of action plan applied and reactions of all publics. Correct all failures and problems and make sure measures are taken as not to allow those to happen again - learn from mistakes . III. AFTER the Crisis