social media 101: social media disasters

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This deck provides a summary of 14 examples of branded social media posts and campaigns that went wrong along. Key learnings are provided with advice on how to reduce the risk of having a bad example yourself.

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Bad Social Media Examples of Social Media projects gone wrong

2011 IBM Corporation

Social Media 101: Social Media Disasters Examples of how social media efforts can backfireBill Chamberlin, Principal Client Analyst, Market Insights 12 July 2011

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011About This PresentationThis deck provides a summary of 14 examples of social media projects that went wrong along with advice on how to reduce the risk of having a bad example yourself.

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Table of ContentsSummaryFourteen Examples of Social Media DisastersDellDenny'sCVS PharmacyPrice ChopperNestleKenneth ColeCiscoHabitatChryslerHondaJohnson & JohnsonDominosRyanairUnited AirlinesAdditional Reading

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Summary: Why These Examples Made The Disaster List

Lack of corporate social media policiesLack of real-time monitoringNot responding to customer concernsEmployees not trained in company policiesLack of professional Social Media managersToo much focus on self-promotion (lack of relationship building)Lack of due diligence before launching social campaigns

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Summary: Key Learnings From These ExamplesHaving a social media presence that represents your brand means responding quickly and directly. You need to plan for the worst while expecting the best. A professional and responsible manager should be in charge of all communication on the various sites and this person should be very well versed on the many risks of social media.All employees are potential spokesmen for your brand. They (including executives) should be trained in the basics of good and bad social media communications

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011The 2005 Dell example, perhaps the most famous, started with blog post from an influential blogger, Jeff JarvisSource: http://www.buzzmachine.com/archives/cat_dell.htmlJune 21, 2005 Dell lies. Dell sucks. Dell lies. Dell sucks I just got a new Dell laptop and paid a fortune for the four-year, in-home service.The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon. But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. So I have this new machine and paid for them to F****ING FIX IT IN MY HOUSE and they don't and I lose it for two weeks. DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell. Posted by jarvis at 09:48 PM | Comments (253)

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Dell did not respond promptly to blogger Jarvis or the thousands of people who were reading his blogBy not responding promptly, the social media flames were fueled hotter.Jeff Jarvis called his experience Dell Hell. As time when on, when you Googled Dell, Jarviss Dell Hell blog posts came up on the top of the Google results. His widely circulated criticism triggered dozens of other bloggers and hundreds of people to leave comments publicly complaining about Dell Service.Dell learned from this experience. They retooled their customer service operations and launch3e a social media operations capability that monitors social conversations in real time.By October 2007, Jeff Jarvis was impressed with Dell enough to write an article in Business Week Dell Learns to Listen.

Source:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=33307Key Learnings: In the end, blogged complaints like Jarvis' can do as much damage as a negative advertising campaign. Failing to respond quickly can hurt your brands reputation. Dells story is great because it is not only example of a company that failed, but shows you how a company can learn from its mistakes. Today Dell is known as a company that understands how to leverage social media for customer service

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Dennys menus pointed people to an incorrect Twitter IDDennys printed up thousands of new menus, including a link to their Twitter ID, Facebook account, and .com siteThe menus were distributed to over 1,500 restaurants last year.The Twitter ID pointed customers to www.twitter.com/dennys, which is owned by a boy in Taiwan named Denny.The error was uncovered last November, but many menus apparently have not been replaced.Key Learnings: Have social media managers approve and test out all customer deliverablesSearch social media platforms for your brand names and related keywords. Know what is out there.Source:http://consumerist.com/2010/02/dennys-really-wants-you-to-follow-this-taiwanese-twitter-account.html

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011CVS Pharmacy CVS_Cares Twitter ID was established, but it was locked private for a number of weeksCVS Pharmacy set up a Twitter ID for CVS_Cares and asked customers to send messages, suggestions and feedback. The Twitter ID was locked, requiring people to request to follow. A locked Twitter stream for a Community Manager is not only an oxymoron, its one of the Internets silliest moves, perhaps ever.Key Learnings: Fully test out all social media platforms and properties before launchingIts been fixed now, but the hit on the brand for something like this can be costly Source:http://www.whatsnextblog.com/2011/01/cvs_cares-on-twitter-one-of-the-internets-dumbest-moves-perhaps-ever/

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Supermarket chain Price Chopper Customer Service employee gets into a tweeting dispute with one of their customersA customer posted a tweet that criticized the supermarket chain. Every time I go into a@PriceChopperNYI realize why they are not @Wegmans. Tonight bare produce areasA representative of Price Choppers customer service department saw the tweet and contacted the customers employer (which was mentioned in the individuals Twitter bio)and asked that he be disciplined. The dispute went viral after an influential friend of the customer blogged about it. Price Chopper Attacks Customers Job Over Negative Tweet resulting in a lot of bad press for Price Chopper.Key Learnings: All employees should go through social media training and be taught how to respond to negative comments posted in the social media.Real-time social media listening tools can catch negative comments as they happen and trained customer service personnel can respond on behalf of the company Source:http://www.syracuse.com/news/index.ssf/2010/09/syracuse_area_critic_of_price.html

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Greenpeace battles Nestle on YouTube, Twitter and on Facebook.Greenpeacelaunched a campaign against Nestle KitKat procuring palm oil from suppliers who are destroying the Indonesian rainforests, threatening the livelihoods of local people and pushing orang-utans towards extinction.Nestle tried unsuccessfully to control the conversation.The battleground played out on Youtube, then spilled over into Twitter and FacebookKey Learnings: While brands might be able to control traditional media platforms, they cant fully control social media platformsIn social media, power has, in fact, shifted to the community. Fans and activists can quickly take over social media properties.

Source:http://adage.com/article/adages/nestle-facebook-fans-embraced/142881/A timeline showing how the first four days of the online PR battle between Nestle and Greenpeace http://prezi.com/kmrh4fmlzsen/nestle-kerfuffle/

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011and Nestle takes out its frustration on Facebook, which is heard by the entire 90,000 Nestle fans.then it goes viral to the worldGreenpeace visitors posted with altered Nestle logos to FacebookNestle responded "We welcome your comments, but please don't post using an altered version of any of our logos as your profile pic -- they will be deleted."A firestorm erupted on Facebook and then Twitter where millions were exposed to the negativityKey Learnings: Social media is about embracing your market the good and the bad. Employees should be guided to engage, debate positively, and have a conversation rather than preaching or trying to control the conversations.Source:http://adage.com/article/adages/nestle-facebook-fans-embraced/142881/

Social Media 101: Social Media Disasters

2011 IBM CorporationIBM Market Insights

*Social Media 101: Social Media Disasters July 12, 2011Designer Kenneth Cole tried to lev