AEV: When bad things happen

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How a company respondes in times of a crisis is usually what gets remembered and impacts the brand's reputation. Case study of BP gulf of mexico oil spill in 2010 compared with J&J Tylenol crisis of 1982

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AEV: When bad things happen

  1. 1. When Bad Things Happen… Sean McDonald seanmcd@antseyeview.com @iamseanmcdonald Jake McKee jake@antseyeview.com @jakemckee
  2. 2. Who we are… Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations.
  3. 3. Company Response 1982 2010 Easier or Harder for a company response in 2010? Do social media and online networks help or hurt?
  4. 4. Water Disasters (1995)
  5. 5. Water Disasters (2010) • Oil spill is tragic and people will talk, but how BP responded drove more mentions Source: Radian6
  6. 6. Two water disasters can improve the situation Source: Radian6
  7. 7. Expectations in 2010 (good or bad times) 1. Be Timely 2. Be Honest 3. Be Responsible 4. Be Transparent 5. Be Human
  8. 8. What could have BP done? • Be Timely – First messages were to avoid guilt and to control • Be Honest – Admit that size of spill is not understood in the beginning • Be Responsible, But don’t Control – Ask for help – Invite ideas • Be Transparent – Talk about the who is working on the ideas, what you are doing with the ideas submitted by ordinary citizens • Be Human – Empathetic, apologetic, disgusted, angry – NO whining – Real content
  9. 9. What changes do you make after losing 50% of market cap? Source: Yahoo

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