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Assignment4 yannick kramm

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This presentation handles about dealing with negative feedback and rumours in Social Media. …

This presentation handles about dealing with negative feedback and rumours in Social Media.
-How can you avoid a "shitstorm?"
-How can you protect yourself from cyberbullying?


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  • 1. Negative Feedback and Rumours In Social Media Marketing Social Media in Marketing, Assignment 4 Yannick Kramm
  • 2. Topics• Shitstorm – the worst case for companies• How to handle negative Feedback• Case Study “Nestle”• Cyberbullying - Consequences to individuals
  • 3. Negative Feedback - The «Shitstorm»• Word “shitstorm” voted as “Anglicism of the year” in Germany• Meaning of unbridled snowball-effect• Whole Internet community against one company• Hundreds of complaints and insults on online platforms• Started by wrong customer service
  • 4. Shitstorm Radar: Where are you? Issue still stoppable with a proper crisis handling
  • 5. Shitstorm Scale: How bad is it?• 0=Everything alright• 1=scattered criticism from a single person, no media attention• 2=repeated criticism from a person, only one channel affected• 3=persistent criticism, slop over other channels and platforms• 4=forming of a protest group, many platforms involved• 5=extensive blog entries and follow-up-articles in online medias, increasing interest to common medias• 6 = Disaster. Maximum shitstorm with attention not only to the Internet but also a top theme in the common medias
  • 6. How to handle negative Feedback Do’s • Swallow your pride and be honest to yourself • Stay calm and wait to answer until you have a clear head • Re-read the message and consider its validity Don’ts• Never delete bad comments Because it is first of all already in the www and secondly the customer will be even more irritated and continue attacking you• Don’t start arguing with customers Because the customer becomes, again, more irritated and will find followers – you would be on the best way to risk a shitstorm• Don’t ignore comments Because appropriate responding is an opportunity to demonstrate excellent customer service
  • 7. Case Study “Nestle”• Between March 17 and 23 2010 Nestle has been attacked on Facebook about their alleged role in the illegal clearance of rainforests• Their reaction has been voted to one of the biggest “online ups” of all time How did Nestle respond to the comments? Sarcasm and childish behaviour Arguing and playing the victim Offencing individuals
  • 8. Case Study “Nestle”• Between March 17 and 23 2010 Nestle has been attacked on Facebook about their alleged role in the illegal clearance of rainforests• Their reaction has been voted to one of the biggest “online ups” of all time What happened next? Up to 80 wallpost comments per hour
  • 9. Case Study “Nestle”• Between March 17 and 23 2010 Nestle has been attacked on Facebook about their alleged role in the illegal clearance of rainforests• Their reaction has been voted to one of the biggest “online ups” of all time What should Nestle learn? 6 Lessons for Nestle 1. Admit Mistakes 2. Never be condescending towards a commenter 3. You don’t make the rules in Social Media! 4. Always have a crisis Management plan 5. Hire a professional for Social Media troubles 6. Respond to the online community Lessons every Brand can learn from the Nestle fiasco
  • 10. Cyberbullying“"Cyberbullying" is when a person is tormented, threatened, harassed, humiliated,embarrassed or otherwise targeted by another person using the Internet,interactive and digital technologies or mobile phones.” stopcyberbullying.org“Children have killed each other and committedsuicide after having been involved in acyberbullying incident”. stopcyberbullying.org
  • 11. CyberbullyingPrevention• Educate Teenagers about consequences• Ask your children if they were/are in that situation• Visit the following websites www.stopcyberbullying.org www.cyberbullying.org www.ncpc.org/topics/cyberbullying www.stopbullying.gov/cyberbullying/index.html www.kidshealth.org/parent/positive/talk/cyberbullying.html
  • 12. Thank you for your attention
  • 13. LiteraturePage 2 http://www.newsazb.com/TheAZB/2012/06/06/detecting-stranger-danger/, 13.10.2012Page 3 http://bitethedust.com.au/bitingthedust/wp-content/uploads/2009/03/dust-storm-1.jpg, 13.10.2012Page 4 http://www.big-social-media.de/news_publikationen/meldungen/2012_06_04_Monitoring_als_FWS.php, 30.09.2012Page 5 http://www.computerworld.ch/news/kommunikation/artikel/shitstorms-was-sie-wert-sind-59965/, 24.09.2012Page 6 Social Media and the Consumer: How to handle negative Feedback, http://socialmediatoday.com/rachel- strella/441158/social-media-consumer-how-handle-negative-feedback, 24.09.2012Page 7 http://lexiconsocialmedia.wordpress.com/2010/03/20/nestles-social-media-fail/, 10.10.2012Page 8 http://achinger.com/tag/pr/, 10.10.2012Page 9Text Lessons every brand can learn from the Nestle fiasco, http://lexiconsocialmedia.wordpress.com/2010/03/23/lessons-every-brand-can-learn-from-the-nestle- fiasco/, 10.10.2012Page 10Text stopcyberbullying.org, http://www.stopcyberbullying.org/what_is_cyberbullying_exactly.html, 02.10.2012Picture http://topics.nytimes.com/topics/reference/timestopics/people/m/megan_meier/index.html, 02.10.2012Picture http://www.dailymail.co.uk/news/article-2096968/One-children-targeted-cyber-bullies-350-000-suffering- persistent-torment.html, 02.10.2012Page 11 Print Screen, www.stopcyberbullying.org