Top 10 Picks for a Social Media Comeback Award
Upcoming SlideShare
Loading in...5
×
 

Top 10 Picks for a Social Media Comeback Award

on

  • 1,496 views

Social media requires skillful crisis management. Gone are the days when you can easily bury a story or get by with a simple “no comment” response. And thanks to social media’s viral nature, how ...

Social media requires skillful crisis management. Gone are the days when you can easily bury a story or get by with a simple “no comment” response. And thanks to social media’s viral nature, how your firm handles a bad situation can make or break its future.

You now must respond to PR crises quickly, with authenticity and aplomb. To do this, you must listen to the conversations happening in social media as they happen. You must train your staff to lead with the company’s values when the going gets rough. And you must have a plan for what to do when the news hits the fan. It’s not easy, but it’s possible.

Statistics

Views

Total Views
1,496
Views on SlideShare
1,281
Embed Views
215

Actions

Likes
2
Downloads
31
Comments
1

2 Embeds 215

http://blog.commpro.biz 179
http://channel.commpro.biz 36

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Interesting read on media relations comebacks
    http://en.wikipedia.org/wiki/Audrey_Gelman
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Top 10 Picks for a Social Media Comeback Award Top 10 Picks for a Social Media Comeback Award Presentation Transcript

  • Top 10 Picks for a Social Media Comeback AwardSocial media requires skillful crisis management. Gone are the days when you can easily burya story or get by with a simple “no comment” response. And thanks to social media’s viralnature, how your firm handles a bad situation can make or break its future.You now must respond to PR crises quickly, with authenticity and aplomb. To do this, you mustlisten to the conversations happening in social media as they happen. You must train your staffto lead with the company’s values when the going gets rough. And you must have a plan forwhat to do when the news hits the fan. It’s not easy, but it’s possible.To highlight some best practices, we gathered together our favorite Social Media Comebackcontenders: companies who successfully dealt with tough crises – self-made and otherwise –using social media tools and a social media mindset. Let these stories serve as examples for thenext time a crisis arises.
  • 1. Papa John’s PizzaNaysayers Converted into Facebook Fans www.papajohns.com We like Papa John’s for how they’ve handled the dark side of bad pizza. Faced with a low customer rating of their pizza, Papa John’s demonstrated engagement, responsiveness, and social media savvy. Using several social media techniques, Papa John’s started addressing the negative customer feedback directly. They asked customers to take photos of their pizza and upload them to share. They conveyed authenticity by apologizing to a customer whose pizza arrived smashed. They demonstrated transparency by inviting customers into their kitchens to see the ingredients. Their latest social media move is crowdsourcing three new pizzas through their Facebook community. We give Papa John’s high marks for engagement and a smooth recovery from bad pizza through a smart social media attitude!Top 10 Picks for a Social Media Comeback Award
  • 2. Mattel Toy CompanyMom-Based Forum Helps Manage Recall Crisis www.mattel.com In 2007, shortly after creating a grassroots mom-based community forum, Mattel had a nationwide recall of some of their toys due to lead paint. Reeling from the financial and brand damaging effects of several recalls, Mattel tapped their engaged community of moms to help them manage the crisis. This community helped the company craft social media and press release responses, interact with the public, and manage the evolving problems. As one of the Playground Community participants commented, “I am glad to see Mattel take action in forming this group. The recalls shouldnt have happened in the first place, but my confidence in Mattel remains strong." By demonstrating responsiveness and a willingness to let the community have a voice, their sales for 2007 were up 6%. Top 10 Picks for a Social Media Comeback Award View slide
  • 3. Jack in the BoxPast Food Poisoning Jolts Company to Engage www.jackinthebox.com In 1993, the story of tainted meat served at Jack in the Box hit the news; the meat was fatal to some children and made many others sick. Hit with huge lawsuits and losses, Jack in the Box was on the brink. Fast forward to 2009: A clever Superbowl campaign included multi-platform social media outreach. The engagement was huge, with 4.5 million YouTube hits alone! The company chose to use a light hand in managing the conversation. "We knew we needed to step aside and let consumers drive the online campaign," Terri Funk Graham, VP of marketing, said. The company welcomed the variety of comments it saw and continues this transparency today. Jack in the Box wins our respect for opening up their communication, a risky yet social thing to do. To date, the risk paid has off. Top 10 Picks for a Social Media Comeback Award View slide
  • 4. JetBlue AirlinesValentine’s Day Crisis Leads to Customer Bill of Rights www.jetblue.com On Valentine’s Day, 2007, JetBlue Airlines had a weeklong operational meltdown. They canceled flights and people were left in airports to sleep due to a winter storm. The subsequent company response led to the creation of a $30 million Passenger Bill of Rights. We give JetBlue points for engendering customer loyalty after a potentially devastating misstep. JetBlue has since built a large, very strong social media audience. They continue to focus on community outreach and development. Some would argue they didn’t leverage that large community sufficiently in 2010 when an attendant made the news with an on-the-job resignation outburst. Considering their continued success, we think that JetBlue should be commended on knowing when to speak up (and when not to). Top 10 Picks for a Social Media Comeback Award
  • 5. The GapNew Logo Flop Proves the Power of Online Communities www.gap.com In the social world, the community owns your brand – more than ever. In some cases, it will take your company and brand to places you didn’t think they needed to go. For example, The Gap unveiled a new logo in October, 2010 – and the negative backlash on social media was astounding. A fake Twitter account was created by jeering fans, a Gap logo generator went viral, and thousands of social media updates featured nothing but complaints about the switch. The Gap considered asking the crowd what they wanted the logo to be, but instead, in less than a week, the company reverted back to the original logo. On its website, The Gap said, “We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.” Enough said. Top 10 Picks for a Social Media Comeback Award
  • 6. TropicanaBranding Reverts after Fans Revolt on Social Media www.tropicana.com For decades, a fresh orange with a straw poking into it was synonymous with Tropicana. When the company moved to change that orange with a straw into a glass of orange juice, the fans revolted on social media. Neil Campbell, president at Tropicana North America in Chicago, part of PepsiCo, commented that it was not the volume of the outcries that caught their attention, because they came from “a fraction of a percent of the people who buy the product.” Rather, the criticism was heeded because it came from some of Tropicana’s most loyal consumers. “We underestimated the deep emotional bond they had with the original packaging. Those consumers are very important to us, so we responded.” That is a testament to the power of social media. Kudos to Tropicana for embracing it! Top 10 Picks for a Social Media Comeback Award
  • 7. ToyotaCompany Turns to Social Media in Recall Campaign www.toyota.com In 2011, when faced with mechanical failures of epic proportion, Toyota was slow to the start (here’s a timeline). Senior execs stayed in the background for too long and the company suffered serious social media backlash with their handling of the crisis. But once Toyota realized the full impact and need for getting ahead of the story in the social community, they responded. Focusing on the long-earned loyalty to their brand, Toyota offered customer fixes, senior execs appeared frequently on media, and the company launched a Digg-based consumer Q&A with its stateside president. Its Twitter and YouTube pages also drove customers to a microsite about the recall. Serious points for turning an 8+ million vehicle recall around. Authenticity and responsiveness ended up being the company’s savior, and those are the hallmarks of social media. Top 10 Picks for a Social Media Comeback Award
  • 8. Taco BellSocial Media Turns “Real Meat” Crisis into a Non-Event www.tacobell.com In 2011, Taco Bell faced a class-action suit that challenged the “real meat” quotient of their tacos. Not only did Taco Bell respond with an aggressive traditional media PR response, but it also harnessed the power of its social media to shape its case in the court of public opinion. Community conversations and responses on Facebook and YouTube to the company’s official statement and comments surrounding the lawsuit were overwhelmingly positive. Social monitoring indicated 90% of Taco Bell’s 5.5 million fans still viewed the brand favorably. Taco Bell statements succeeded in turning consumers against the lawsuit, with most calling it “ridiculous.” This example strongly supports how a crisis, properly handled through social media, can become a non-event. Ole’! Top 10 Picks for a Social Media Comeback Award
  • 9. Air New ZealandHumorous CEO YouTube Video Defangs Criticism www.airnewzealand.com When Air New Zealand and Virgin Air were in talks to partner, a local magazine criticized the plan as an attempt to downgrade the quality of short haul air travel. Having a reputation of open communication, including on social media, Air-NZ’s CEO Rob Fyfe leapt to action. Instead of a release refuting the comments, Fyfe released a video on YouTube. It’s a sign language discussion about the plan and how it was a good thing. The video was humorous, got the point across, and remains popular today. Combine that with the company’s extensive use of web video to market its services (with 15+ million views on YouTube alone) and Air-NZ is a great example of how to use humor, openness, and new media methods to turn around a potentially disastrous situation. Great comeback! Top 10 Picks for a Social Media Comeback Award
  • 10. Martha StewartBouncing Back with 2 Million+ Twitter Followers www.marthastewart.com Even with a conviction surrounding an insider-trading charge and a five- month stint in prison (here’s a timeline), Martha Stewart and her Omnimedia empire are still bringing home the bacon (and frying it). With a huge following – 2 million+ on Twitter and 234K+ on Facebook – Stewart is a strong example of a comeback kid. Stewart is renowned for her tips on how to use social media to build a business. She emphasizes going where your customers are and remembering that everyone is your customer. She is responsive to her fans and uses a tech wingman (in her case, a wing-woman) to stay fresh, experimenting as she goes. Whether she’s talking about the weather, her dogs, or the latest summer cocktail, she’s back on her feet and loving the good life. Cheers to Martha! Top 10 Picks for a Social Media Comeback Award
  • Top 10 Picks for a Social Media Comeback AwardThe common themes among all of these comeback stories includeresponsiveness, openness, listening, authenticity, and adaptability. Awillingness to let the community own the brand and help shape the messageand the future of the company’s products is also key. These are new timesand new times require new methods.The best takeaway is the need to build a community now, before you have acrisis. Relationships don’t happen overnight. So why not get in front of thestory, like so many of these companies did, and plan for the best by buildinga fan following you can reach out to when it matters most? With the rightlistening mindset and some flexibility, you could then enjoy a comebackstory of your own.
  • Top 10 Picks for a Social Media Comeback Award Next on “The Pulse”: "Top 10 Picks for the Coolest Agency Reception Area”We’ll feature our best picks of coolest agency reception areas nominated byYOU according to a variety of factors. We’ll also post pics of the top picks! Click Here To Vote www.marketwire.com www.sysomos.com Follow us on Twitter: @Marketwire, @Sysomos www.commpro.biz Follow us on Twitter: @Commprobiz