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Business Insider, Social Commerce Summit, Matt Quint
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  • 1. Recovering from a Social Media #FAIL Matthew Quint Director, Center on Global Brand Leadership Columbia Business School @mattquint Social Commerce Summit – February 6, 2013
  • 2. Oh, those out of controlEMPLOYEES and AGENCIES
  • 3. Who hired these clowns?
  • 4. Chrysler’s Ad Agency:Tweets the “F-bomb"
  • 5. Press coverage makes a #FAILblow up. So respond quickly!(If only a #FAIL never left Twitter…)
  • 6. True #FAILs have afinancial COST
  • 7. Wait? Isn’t social media cheap?“When I first arrived at Citi,we needed to get sign-off “That changed when Ifrom 20 different people calculated how much wefor every tweet, before we were paying per tweet inposted it.” legal fees, and shared it with our leadership.” Frank Eliason, SVP, Social Media, Citi
  • 8. Paying to give your critics a voice “How can you look as horrible as you taste #McDonalds” #McDonalds Tweets over 30 minutes + - Meh 20 9 10
  • 9. Don’t newsjack aTRAGEDY(It’s hard to believe I have to say this)
  • 10. Don’t hard sell in hard times
  • 11. And that cost….….$1,000,000 in cash and clothing donations(but most people probably didn’t hear about this.)
  • 12. Don’t #FAIL tointeract
  • 13. Respond to criticism79% of posted complaints are ignored by the brandWhen the brand responds:46% regained a positive impression of the brand22% posted a positive comment about the brand Oracle, 2011 Customer Experience Impact Report
  • 14. 35% DROP in social media drivingeCommerce on Black FridayTwitter drove… 0.00% From IBM’s 2012 Black Friday Report
  • 15. TRAIN your employees and connectwith your agencyAct QUICKLY in responseAssess the COST before you commitIt is often about TONE – think like a devil’s advocateADAPT and INTERACT to consumer behavior
  • 16. Contact Matthew Quint Director, Center on Global Brand Leadership Columbia Business School @mattquint mq@2120@columbia.edu Social Commerce Summit – February 6, 2013