the day your brand exploded: how social media makes or breaks your organization

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  1. 1. THE DAY YOUR BRANDEXPLODEDTERROR FROM THE INTERWEBS!Your Brand Attacked BySocial Media!starring
  2. 2. The Day YourBrand ExplodedHow Social Media Makes or BreaksYour OrganizationGraham Garner @garnergraham
  3. 3. Applebees and theCheap Tip
  4. 4. Applebees and theCheap TipPastor Alois Bell dines at Applebees withnine othersAutomatic 18% gratuity addedBell crosses out tip, writing a 0 in itsplaceWrites: I give God 10%. Why do you get18%? Signs it Pastor Alois Bell
  5. 5. Applebees and theCheap TipWaitress Chelsea Welch posts photo onReddit, a news aggregator siteBell gets a lot of hate mail, complains toApplebees that her reputation was ruinedPer company policy, Welch is firedPastor feels heartbroken
  6. 6. Humans of New Yorkand DKNY
  7. 7. Humans of New Yorkand DKNYPhotographer Brandon Stanton has700,000+ Facebook "likes"Takes artistic portraits of New Yorkerson the street and posts dailyDKNYasks to purchase 300 photos tohang in store windows for $15,000Stanton asks for closer to $50 per photoand DKNY declines
  8. 8. Humans of New Yorkand DKNYToday, a fan sent me a photo from aDKNY store in Bangkok. The window isfull of my photos. These photos wereused without my knowledge, and withoutcompensation."Stanton makes public plea for DKNY to"donate $100,000 on my behalf to theYMCA in Bedford-Stuyvesant, Brooklyn."
  9. 9. Humans of New Yorkand DKNYBy 10 a.m. the next day, the Facebookpost had generated more than 38,000"likes" and more than 4,000 commentsDKNY released a statement explaining itserror and announcing it would donate$25,000
  10. 10. Associated PressTwitter Feed Hacked
  11. 11. Associated PressTwitter Feed HackedAssociated Press tweet appears "Breaking:Two Explosions in the White House andBarack Obama is injured"The incident took place eight days afterthe Boston Marathon bombingsThe Dow Jones industrial average plungesmore than 128 points in seconds after thereport
  12. 12. Associated PressTwitter Feed HackedWhite House spokesman Jay Carney saysObama is "fine"The AP quickly takes down its Twitteraccount and announces it has beenhacked
  13. 13. Associated PressTwitter Feed HackedGroup of hackers loyal to SyrianPresident Bashar Assad claimresponsibility for the hoax, tweetingout:"Ops! @AP get owned by SyrianElectronic Army! #SEA #Syria#ByeByeObama."
  14. 14. Chick-Fil-A and FakeFacebook Profiles
  15. 15. Chick-Fil-A and FakeFacebook ProfilesChick-Fil-A president Dan Cathy takesstance in opposition to gay marriage"We intend to stay the course. We knowthat it might not be popular witheveryone, but thank the Lord, we live ina country where we can share our valuesand operate on biblical principles."Offended customers, observers andcelebrities take to Twitter to blast them
  16. 16. Chick-Fil-A and FakeFacebook ProfilesJim Hensons Creature Shop Puppet takesissue with the stance, saying it will notsupply toys any longerChick-Fil-A recalls toys, saying there isa safety issueConsumers dispute claim about a "safetyissue" on Chick-Fil-As Facebook page
  17. 17. Chick-Fil-A and FakeFacebook ProfilesTwo Facebook accounts appear,apparently solely to defend Chick-Fil-AIn response, a girl named "Abby Farle"argues the toys were recalled weeksbefore the stanceA Facebook user outs Farle as a puppetaccount, created only eight hours before
  18. 18. Chick-Fil-A and FakeFacebook ProfilesOne is deleted, and the other is "outed"when the profile picture turns out to bea stock photo of a random teenage girl
  19. 19. Chick-Fil-A and FakeFacebook ProfilesChick-Fil-A posts on its Facebook Page"The Chick-Fil-A culture and servicetradition in our restaurants is to treatevery person with honor, dignity andrespect regardless of their belief, race,creed, sexual orientation or gender"Post receives more than 47,000 Likes and10,000 comments in hours
  20. 20. KitchenAid andObamas Dead Grandma
  21. 21. KitchenAid andObamas Dead GrandmaKitchenAid Twitter account posts duringpresidential debateThe tweet references Obamas deceasedgrandmother, Madelyn Dunham, who diedin November 2008The company deletes the message andapologizes, but it had already beenretweeted many timesMany Twitter users write that the personwho sent the tweet would be fired
  22. 22. KitchenAid andObamas Dead GrandmaHours later, Cynthia Soledad, whoidentified herself as "the head of theKitchenAid brand," took to Twitter toexplain what happened and apologize toPresident Obama.
  23. 23. Kenneth Cole and theArab Spring
  24. 24. Kenneth Cole and theArab SpringDuring the Arab Spring uprising, KennethCole himself tweets about companys saleUses the hashtag #Cairo, which istrending worldwide at the timeGaffe ignites media firestormHashtag #boycottKennethCole appears
  25. 25. Kenneth Cole and theArab SpringSatirical @KennethColePR accountappearsFake tweets and ads like "People fromNew Orleans are flooding into KennethCole stores!" and "Wardrobe got youwater-BORED? GITMO of our new springcollection" appear
  26. 26. Kenneth Cole and theArab SpringCole apologizes on both Twitter andFacebook within hours, saying he wasnt"intending to make light of a serioussituation"
  27. 27. What toLearn(plus a few generally good ideas)
  28. 28. Assign a monitor
  29. 29. Have a plan or aschedule
  30. 30. Be transparent andopen
  31. 31. Respond in a timelyfashion
  32. 32. Start conversations,and participate
  33. 33. Dont overshare,or become intrusive
  34. 34. Dont become a trollor engage in flamewars
  35. 35. Make timely, regularposts
  36. 36. Share photos and video
  37. 37. Give something ofvalue
  38. 38. Graham GarnerVice President for Marketing andCommunicationWartburg CollegeSocial media handle: garnergrahamgraham.garner@wartburg.edu orgarnergraham@gmail.com