socmed study cases
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DJP socmed study casesTRANSCRIPT
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Case
Sellittoonline.com.auAn Australian online shopping site has apologised for i th b h fi i i t t t b ild th busing the bush fire crisis to try to build the number
of followers for its Facebook page.Gold Coast‐based Sellitonline.com.au promised to donate generators to help those in Tasmaniadonate generators to help those in Tasmania without power – if there were enough likes for its page.
“What we need you do do is get everyone of your friends to join sellitonline Facebook page and the more people we get will determine how manymore people we get will determine how many generators we donate.”
The post quickly drew criticism “Don’t manipulate social media for your own benefit”“Fxxx off with your opportunistic marketing trying to take advantage of other people’s tragedy.”
The post has since been removed from the brand’s Facebook page.A spokesman for Sellitonline told Mumbrella: “We apologise if anyone was offended. We will be making a donation anyway”making a donation anyway.
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CaseMcDonalds: Not “Lovin’ It”The promoted hashtag #McDStories was
kl h k d b f ll d l hquickly hijacked by followers to detail their horrific encounters with the company. Stories ranged from food poisoning to unsavory customer service to even a live worm found in a Filet o’ Fish sandwich. Originally scheduled for 24 hours, the promotion was cut short for 4 hours, the promotion was cut shortafter two.
Lessons: 1. Be wary of how campaigns can spiral out of control2. Adjust the campaign quickly if it starts to sour3. Have a crisis communication plan in place in order to avoid snowballs4. The McDonald’s campaign also made way for some serious customer service
opportunities. Address complaints as soon as possibleopportunities. Address complaints as soon as possible
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CaseOn February 15th 2011, an employee of the Red Cross accidentally tweeted from the wrong account – the @RedCross account instead of her own personal account The tweet went like this:of her own personal account. The tweet went like this:
“Ryan found two more 4 bottle packs of Dogfish Head’sRyan found two more 4 bottle packs of Dogfish Head s Midas Touch beer… when we drink we do it right #gettngslizzerd”#gettngslizzerd
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Causing a potential crisis‐gone‐viral situation
Damaging the organization’s trusted reputation
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Fortunatelyit never got remotely close to going that far...
The Red Cross managed to turn the potentially disastrous situation with humor andThe Red Cross managed to turn the potentially disastrous situation with humor and human appeal into a campaign that created awareness and encouraged people to donate to their cause.
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Approach
Instead of being embarrassed the Red Cross approached the situation with humor and grace
Turning the potentially negative situation into an opportunity.
Here’s how they did it:They deleted the tweet but they followed this up with a new tweet addressingThey deleted the tweet but they followed this up with a new tweet addressing their actions:
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Approach
Published an informative post to their corporate blog l i i th it ti l i i f it ki li ht f itexplaining the situation, apologizing for it, making light of it
and thanking their loyal fans for supporting them through it
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Approach
The employee who made the mistake tweeted from her own account, again explaining the situation with humor and human appeal.
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Result
They shined the spotlight on some of their truest supporters who came to their defense and took action by donating to their cause
“… In the meantime we found so many of you to be sympathetic and d t di Whil ’ 130 ld h it i i ti ’understanding. While we’re a 130 year old humanitarian organization, we’re
also made of up human beings. Thanks for not only getting that but for turning our faux pas into something good.”
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The Red Cross handled this potential crisis beautifully by showing their human d h id th bl t t ith th i t d tand humorous side, they were able to connect with their supporters and turn
a potentially negative and viral situation into a positive opportunity that created both awareness and an appeal that resulted in the brand attaining new supporters and advocates.
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