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Managing issues online dr pepper topman con agra tnt

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Online Crisis & Reputation Management Case Studies: Dr Pepper, Topman, ConAgra, TNT Express

Online Crisis & Reputation Management Case Studies: Dr Pepper, Topman, ConAgra, TNT Express

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  • User JourneyTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with GoogleUser Journeys are planned across the brand owned and none brand owned channelsCampaign planning & creative strategies stretch across content for all these channelsAnalytics is about measuring the affect of activity across all these channels (driving traffic to the brand site, affect on brand perception, direct lead generation)
  • Here are the kind of changes that happen to a brand’s search engine ‘real estate’ when crisis happens.   If a site doesn’t have good SEO, or ‘social media’ properties, they’re outranked by news sites (considered authority sites by Google).  Lufthansa, though responding in social, are not utilising their social properties effectively & thus, they cannot control these results.  I would predict that by the end of the day, the video footage will be visible at the top of the results pages, alongside pictures at the bottom.
  • Mum ask for help inMumsnetafter speaking to a Coca-Cola marketing manager who told her the campaign was by an agency, was out of her jurisdiction and offered her theatre tickets and a hotel in London, despite the mother being from Glasgow.
  • Lessons – don’t make assumptions about what you think is happen – take Qs from real time evidence – Monitoring is key

Managing issues online  dr pepper topman con agra tnt Managing issues online dr pepper topman con agra tnt Presentation Transcript

  • MANAGING ISSUES ONLINE
    Some Case Studies
  • Brand sites are part of a much bigger landscape
    Forums, blogs, media & review sites, social media
    Anyone can publish content & have a voice
    If it’s relevant to enough people…
    It will gain momentum
    AND affect Google results!
    The Digital Landscape has changed…
  • Media Fragmentation
    Direct Mail Print & Press
    Brand Website
    Forums & Review sites
    Blogs
    Media sites
    Banners
    Email
    PPC/ SEO
    Affiliates
  • Brands in Crisis, Lufthansa
  • Brands in Crisis, BP
    } Branded PPC
    }Social Properties
    }News Sites
    } Videos (non-brand)
    }Brand .Com
  • Some Case Studies…
  • Dr Pepper – Facebook Campaign
  • Facebook campaign – A competition which allowed Dr Pepper to hijack fans status updates replacing them with ‘funny’ alternatives e.g. “what’s wrong with weeing in the shower?”
    Problem occurred when the status “I just watched 2 girls one cup and was hungry afterwards” > a pornographic film reference
    The recipient was 14 years old and her Mother became aware of the update
    Campaign
  • Social Activation
    Mother posted frustrations on Mumsnet & asked members for advice
    Post received1300 replies
    Mumsnet users moved out of the forum & became activists in the social space
  • Official statements were distributed, the brand’s approach was to distance themselves from the campaign - pleading ignorance and blaming their agency
    Reputation Management
  • Response did not satisfy customers
    Response fails to impact the volume of discussion
    Consumer sentiment remained negative
    Impact
  • Reactions
  • For the search “Dr Pepper”
    The official FB page was the top result.
    After this all other results on the 1st page were relating to the campaign
    Effect on SERPs
  • Know your audience
    Facebook has a user group of 13+ therefore a brand need to be aware that ‘edgy’ content could be viewed by minors.
    Need for content checking prior to campaign launch
    If you don't know what 2 girls 1 cup is... Find out!
    Monitor campaign and respond online
    Track mentions so that problems are identified early
    Online response which can help manage SERPS and diffuse crisis
    Take responsibility & respond appropriately  
    Planning
    Develop a strategy for managing crisis scenarios
    Lessons
  • Topman – T-Shirt Design
    Case Study
  • Issue
    Topman’s clothing range
    included t-shirts with ironic slogans
    General public felt the slogans were
    offensive and criticised
    Social media was where the
    criticism started
  • Response
  • Topman issued an official statement – within 24hrs
    Apologising
    Taking responsibility
    Taking action
    Thanking
    Reputation Management
  • Twitter Timeline
    Women’s rights and pressure groups pick the story up.
    14th 09.06. Story Tweeted by influential comedian. RT 200+ times
    13.20
    First tweet 13th 21.52
    266 Tweets referring to Topman and T-shirts
    14.31
    22.40
    Design site created parodies of shirts. RT 271 times
    Guardian journalists tweet story
    11,000+ followers
  • Don’t underestimate the little guy
    Started by one person with 435 followers
    Pushed on by pressure groups and individual journalists
    Active community management & monitoring integral to make quick informed decisions in the face of PR mishaps
    Topman are pro-active listeners in social media channels
    Brand clearly deployed a crisis management plan
    Quick communication links between community managers and key decision makers
    Reacted quickly & effectively to mitigate
    Lessons
  • ConAgra-Ketchum
  • Invite influential food bloggers to a prestigious restaurant for a four course meal cooked by a celebrity chef
    Offer bloggers competition opportunities for their readers
    At the event – serve bloggers ConAgra pre-packaged foods
    Campaign - Blogger Relations
  • Blogger Reactions
    Trust of Readers
    “My readers are loyal because they trust me, if at any time they feel I have become unauthentic, I will have lost a reader if not many”
    Embarrassed
    “I want to deeply apologize to my winner and her husband, my children’s beloved paediatrician.  They were expecting an amazing meal and a true experience at the hands of famous Food Network chef they were fans of and were left with a really foul taste in their mouths.”
    Insulted
    “I’m NOT their target consumer and they were totally off by thinking I would buy or promote their highly processed frozen foods after tricking me to taste it”
  • Media Reaction
    Due to the influential nature of the blogs there is crossover into mainstream news outlets.
    This is a far greater platform on which the brand is exposed
    As more people read the article it is more likely that the article will go viral on Twitter
  • Social Reactions
  • Be honest
    No one likes to be duped especially bloggers
    Its a relationship so create a two way conversation that mutually beneficial
    Research bloggers
    Learn bloggers likes and preferences
    Had they researched they would have seen many invited bloggers opposed additives and frozen meals
    Respect their time
    For most bloggers its not a full time job so their time is precious to them.... Respect this.
    Lessons
  • Manage TNT’s online reputation during fulfillment of iPad & iPhone.
    Provide a round the clock customer service through social channels and a
    programme of monitoring, customer outreach & engagement, crisis planning
    reputation and SERPs management
  • Twitter: @1AndyWood, @deliagolds
    Blog: blog.freestyleinteractive.co.uk, andywoodsblog.com
    Facebook: facebook.com/freestyleinteractive
    Website: freestyleinteractive.co.uk