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

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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

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