5 WAYS
BRANDS
TACKLED
SOCIAL
MEDIA
CRISES
Heather Healy
@heatherhealy
@stickyeyes
PREVENTION
PREPARATION
RESPONSE
RECOVERY
BRANDS
THAT
OWNED IT
1. RUFFLES
1. RUFFLES
1. RUFFLES
1. RUFFLES
5.7ft
4.1ft
1. RUFFLES
Source: SapientNitro
2. RED CROSS
2. RED CROSS
2. RED CROSS
2. RED CROSS
2. RED CROSS
2. RED CROSS
"We are an organization that
deals with life-changing
disasters and this wasn't one
of them”
THE BRAND
THAT GAVE IT
A GOOD GO
3. O2
3. O2
3. O2
1 EVERY 6 SECONDS
3. O2
3. O2
3. O2
3. O2
“Oh @O2 have said
sorry. Nice. So when I
don’t pay my bill for
another month will a
sorry do? How about
arse-f**ing ...
BRANDS
THAT WENT
HOME
CRYING
4. APPLEBEES
4. APPLEBEES
4. APPLEBEES
“I will not be going to Applebee’s if this
is how they treat their employees”
“Applebee’s SUCKS!!!!!”
4. APPLEBEES
“We wish this situation hadn’t
happened. Our Guests’ personal
information – including their meal
check is pri...
4. APPLEBEES
4. APPLEBEES
…and the drama
continued
4. APPLEBEES
“I understand why you’re
upset, Manuel, I’m upset over
the situation too”
4. APPLEBEES
“No posts have been deleted”
4. APPLEBEES
“Applebees, just shut up”
5. EPICURIOUS
Source: epicurious.com
5. EPICURIOUS
5. EPICURIOUS
5. EPICURIOUS
5. EPICURIOUS
THERE’S NO SUCH
THING AS BAD
PUBLICITY
THE BEST BRANDS
Are human. They’re open
about their flaws, recognise
them and embrace them.
The best crisis management
isn...
PREVENTION
PREPARATION
RESPONSE
RECOVERY
THANK YOU!
Heather Healy
@heatherhealy
@stickyeyes
heather@stickyeyes.com
Claim your free copy of our Social
Engagement Re...
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Five Ways Brands Tackled Social Media Crises

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How five major brands tackled social media crises, with expert tips for ensuring that social media managers deal with problems swiftly and effectively. Presented by Heather Healy at DMX Dublin, 12 March 2014

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Five Ways Brands Tackled Social Media Crises

  1. 1. 5 WAYS BRANDS TACKLED SOCIAL MEDIA CRISES Heather Healy @heatherhealy @stickyeyes
  2. 2. PREVENTION PREPARATION RESPONSE RECOVERY
  3. 3. BRANDS THAT OWNED IT
  4. 4. 1. RUFFLES
  5. 5. 1. RUFFLES
  6. 6. 1. RUFFLES
  7. 7. 1. RUFFLES 5.7ft 4.1ft
  8. 8. 1. RUFFLES Source: SapientNitro
  9. 9. 2. RED CROSS
  10. 10. 2. RED CROSS
  11. 11. 2. RED CROSS
  12. 12. 2. RED CROSS
  13. 13. 2. RED CROSS
  14. 14. 2. RED CROSS "We are an organization that deals with life-changing disasters and this wasn't one of them”
  15. 15. THE BRAND THAT GAVE IT A GOOD GO
  16. 16. 3. O2
  17. 17. 3. O2
  18. 18. 3. O2 1 EVERY 6 SECONDS
  19. 19. 3. O2
  20. 20. 3. O2
  21. 21. 3. O2
  22. 22. 3. O2 “Oh @O2 have said sorry. Nice. So when I don’t pay my bill for another month will a sorry do? How about arse-f**ing your mothers you tw**s?””
  23. 23. BRANDS THAT WENT HOME CRYING
  24. 24. 4. APPLEBEES
  25. 25. 4. APPLEBEES
  26. 26. 4. APPLEBEES “I will not be going to Applebee’s if this is how they treat their employees” “Applebee’s SUCKS!!!!!”
  27. 27. 4. APPLEBEES “We wish this situation hadn’t happened. Our Guests’ personal information – including their meal check is private, and neither Applebee’s nor its franchisees have a right to share this information publically…”
  28. 28. 4. APPLEBEES
  29. 29. 4. APPLEBEES …and the drama continued
  30. 30. 4. APPLEBEES “I understand why you’re upset, Manuel, I’m upset over the situation too”
  31. 31. 4. APPLEBEES “No posts have been deleted”
  32. 32. 4. APPLEBEES “Applebees, just shut up”
  33. 33. 5. EPICURIOUS Source: epicurious.com
  34. 34. 5. EPICURIOUS
  35. 35. 5. EPICURIOUS
  36. 36. 5. EPICURIOUS
  37. 37. 5. EPICURIOUS
  38. 38. THERE’S NO SUCH THING AS BAD PUBLICITY
  39. 39. THE BEST BRANDS Are human. They’re open about their flaws, recognise them and embrace them. The best crisis management isn’t a robotic press release, it’s human.
  40. 40. PREVENTION PREPARATION RESPONSE RECOVERY
  41. 41. THANK YOU! Heather Healy @heatherhealy @stickyeyes heather@stickyeyes.com Claim your free copy of our Social Engagement Report on Colour Cosmetics here: www.stickyeyes.com

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