Brandjack
How to lose the social media battle
Sometimes things go wrong
• The market
• The environment
• Customer relationships
• The question is, how do you handle it
What if he was your customer?
Or this guy
How about this one
Or this woman
Who are they?
• What do these people have in common?
• Access
– To the media
– To politicians
• But what specifically got ...
This guy too
2006
Dave Carroll
• http://www.youtube.com/watch?v=5YGc4zOq
ozo
The response
• 150,000 hits on day one
• United phoned Dave the same day, offering
compensation and asking to use the vide...
United Airlines
You’ve been
Brandjacked !
Nestlé
• http://www.youtube.com/watch?v=HS_JZgjB1
Ws
Nestlé
• Nestlé asked YouTube to remove the video on
copyright grounds
• Narrative shifted to discussions of ‘censorship’
...
Nestlé
You’ve been
Brandjacked !
BP
• Greenpeace planning its ‘new logo’ contest
from over a year
• Backed by stunts like closing BP’s service
stations
• C...
BP
• Anonymous fake Twitter feed @bpglobalpr
run by ‘Leroy Stick’ – pseudonym of comedian
and satirist Josh Simpson
• Main...
BP
You’ve been
Brandjacked !
Twice!
How can business respond?
• L’Oreal – Vichy
• June 2005 – launched a fake blog by ‘Claire’
• Exposed within an hour as fak...
Turning a bad blog good
• L’Oreal launched a real blog in which the Vichy
team participated openly – real names and
photos...
Imagine
• Imagine if BP had told its 100,000 staff to log
onto Twitter and deliver three corporate
messages
• Volume metri...
Imagine
• If BP had asked its 100,000 staff to engage
openly and honestly on Twitter, Facebook and
in blogs
• Some critici...
Trust
Credibility is inversely
proportional to control
Jeff Jarvis
Questions
Welcome to the new world
• Companies which engage openly and
transparently will prosper
• The rest will fail
• Engaging wi...
Upcoming SlideShare
Loading in …5
×

Communicate magazine - Quentin Langley

880 views
866 views

Published on

Transform conference 2010 - Quentin Langley from Brandjack News

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
880
On SlideShare
0
From Embeds
0
Number of Embeds
82
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Communicate magazine - Quentin Langley

  1. 1. Brandjack How to lose the social media battle
  2. 2. Sometimes things go wrong • The market • The environment • Customer relationships • The question is, how do you handle it
  3. 3. What if he was your customer?
  4. 4. Or this guy
  5. 5. How about this one
  6. 6. Or this woman
  7. 7. Who are they? • What do these people have in common? • Access – To the media – To politicians • But what specifically got them on my list?
  8. 8. This guy too
  9. 9. 2006
  10. 10. Dave Carroll • http://www.youtube.com/watch?v=5YGc4zOq ozo
  11. 11. The response • 150,000 hits on day one • United phoned Dave the same day, offering compensation and asking to use the video in training • Half a million hits in 3 days, 5 million in a month, now 9 million • United’s share price fell 10% - $180 million – in four days
  12. 12. United Airlines You’ve been Brandjacked !
  13. 13. Nestlé • http://www.youtube.com/watch?v=HS_JZgjB1 Ws
  14. 14. Nestlé • Nestlé asked YouTube to remove the video on copyright grounds • Narrative shifted to discussions of ‘censorship’ • Nestlé’s Facebook page was besieged with complaints • They folded in 8 weeks • Same company has resisted formula milk campaign for almost 40 years
  15. 15. Nestlé You’ve been Brandjacked !
  16. 16. BP • Greenpeace planning its ‘new logo’ contest from over a year • Backed by stunts like closing BP’s service stations • Campaign ‘recalibrated’ to take account of Deepwater Horizon oil spil
  17. 17. BP • Anonymous fake Twitter feed @bpglobalpr run by ‘Leroy Stick’ – pseudonym of comedian and satirist Josh Simpson • Maintained consistent quality output • Safety is our first priority. Well, profits then safety. Well, profits, then image, then safety – but it’s right up there. • Ten times as many followers as @bpamerica
  18. 18. BP You’ve been Brandjacked ! Twice!
  19. 19. How can business respond? • L’Oreal – Vichy • June 2005 – launched a fake blog by ‘Claire’ • Exposed within an hour as fake – but L’Oreal had announced this in a press release • Pleaded naiveté and asked for forgiveness
  20. 20. Turning a bad blog good • L’Oreal launched a real blog in which the Vichy team participated openly – real names and photos, and allowing genuine comments, bad and good. • Brought in an external blogger to work with their team • Widely praised for openness, engagement and transparency
  21. 21. Imagine • Imagine if BP had told its 100,000 staff to log onto Twitter and deliver three corporate messages • Volume metrics through the roof • Sentiment metrics would have been excellent • Credibility and trust - ZERO
  22. 22. Imagine • If BP had asked its 100,000 staff to engage openly and honestly on Twitter, Facebook and in blogs • Some criticism • Some praise • Where would the balance have lain?
  23. 23. Trust Credibility is inversely proportional to control Jeff Jarvis
  24. 24. Questions
  25. 25. Welcome to the new world • Companies which engage openly and transparently will prosper • The rest will fail • Engaging with your staff and with local communities is your first step

×