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THE TOP 10
SOCIAL MEDIA
#FAILS IN ASIA
2013
HONG KONG | December 2013Charlie Pownall | CPC & Associates Ltd
CPC&
Here’s my take:
• A public meltdown caused by an organisation’s poor or
inappropriate use of social media
• Weak or non-ex...
The #fail
Gurgaon, India-based restaurant & pub
responds furiously to a customer party’s
complaint of ‘horrid’ food, servi...
The #fail
Staff at Kuala Lumpur-based delicatessen
get into aggressive altercations with
customers on Facebook
The impact
...
The #fail
Korean smartphone manufacturer is
discovered enlisting Taiwanese students
to ramp its own products and slam thos...
The #fail
Having called out Apple on its consumer
return policy on TV, an erroneous tweet
suggests China’s state broadcast...
The #fail
A Facebook-based gaming promotion for
Singapore budget airline Scoot’s first
birthday suffered technical hitches...
The #fail
McDonald’s Hello Kitty limited edition
promotion in Singapore suffers a
backlash as stocks run out, notably of t...
The #fail
Domino’s much hyped new ‘Game
Changer’ product underwhelms
Australians by proving to be little more
than a set o...
The #fail
Philippine fast food chain Jollibee’s
launch in Singapore is marred by
allegations of racial discrimination
agai...
The #fail
Hong Kong-based herbal medicine chain
Hoi Tin Tong fails to respond quickly to an
online video purporting to sho...
The #fail
New Zealand diary firm Fonterra’s recall
as a result of a botulism scare failed to
involve any meaningful use of...
1. Fix the business problem
2. Deliver flawless customer experience
3. Handle issues and crises competently
4. Behave ethi...
QUESTIONS?
COMMENTS?
CPC&
CONNECT WITH ME:
@cpownall
charliepownall.com
CPC&
© 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
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Top Social Media #Fails in Asia - 2013

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A selection of the most spectacular meltdowns in social media by companies operating in Asia-Pacific during 2013.

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Transcript of "Top Social Media #Fails in Asia - 2013"

  1. 1. THE TOP 10 SOCIAL MEDIA #FAILS IN ASIA 2013 HONG KONG | December 2013Charlie Pownall | CPC & Associates Ltd CPC&
  2. 2. Here’s my take: • A public meltdown caused by an organisation’s poor or inappropriate use of social media • Weak or non-existent use of social media in the face of a crisis or external threat. The following incidents have been selected principally on account of the scale of their impact. They are listed in no particular order. CPC& What is a ‘social media fail’? © 2015 CPC & Associates Ltd. All rights reserved 2
  3. 3. The #fail Gurgaon, India-based restaurant & pub responds furiously to a customer party’s complaint of ‘horrid’ food, service and sexual discrimination. One member of the party was subsequently threatened with a defamation action The impact Highly damaging national and international mainstream media coverage and online buzz, sharply lower rankings on review sites The lesson Product and customer service overhaul needed. Social media amplifies poor ‘real-world’ products, service and behaviour Get the story 1 CPC& Lemp Brewpub ‘horrid’ customer service © 2015 CPC & Associates Ltd. All rights reserved 3 1
  4. 4. The #fail Staff at Kuala Lumpur-based delicatessen get into aggressive altercations with customers on Facebook The impact Extensive negative domestic and international media coverage and online buzz; loss of sales The lesson The Customer is King; social customer service must be handled as carefully ‘traditional’ customer service Get the story Image credit: meimeichu CPC& Les Deux Garcons abuses customers © 2015 CPC & Associates Ltd. All rights reserved 4 2
  5. 5. The #fail Korean smartphone manufacturer is discovered enlisting Taiwanese students to ramp its own products and slam those of competitor HTC anonymously The impact USD 340k fine and a mountain of local and international negative media coverage and online buzz The lesson Disclose your identity in social media. Trust is fickle and can be lost instantly Get the story CPC& Samsung astroturfs HTC in Taiwan © 2015 CPC & Associates Ltd. All rights reserved 5 3
  6. 6. The #fail Having called out Apple on its consumer return policy on TV, an erroneous tweet suggests China’s state broadcaster is paying bloggers to further damage the firm The impact Significant domestic online scorn and negative international media coverage The lesson Disclose your identity in social media. Getting others to do your dirty work online can easily come undone Get the story Image credit: Beijing Cream CPC& CCTV astroturfs Apple in China © 2015 CPC & Associates Ltd. All rights reserved 6 4
  7. 7. The #fail A Facebook-based gaming promotion for Singapore budget airline Scoot’s first birthday suffered technical hitches. With some participants gaining preferential treatment, hundreds of participants took to Facebook to complain The impact Thousands of negative online comments and substantial trade and mainstream media coverage The lesson Make sure promotions work properly, and treat all participants as equals Get the story Image credit: Fashion Ferno CPC& Scoot bungles app promotion © 2015 CPC & Associates Ltd. All rights reserved 7 5
  8. 8. The #fail McDonald’s Hello Kitty limited edition promotion in Singapore suffers a backlash as stocks run out, notably of the Singing Bone character, and profiteering ensues. McDonald’s subsequently failed to manage online customer frustrations effectively The impact Considerable negative online buzz and media coverage The lesson Manage customer expectations properly across all channels Get the story Image credit: The New Paper CPC& McDonald’s mismanages promotion © 2015 CPC & Associates Ltd. All rights reserved 8 6
  9. 9. The #fail Domino’s much hyped new ‘Game Changer’ product underwhelms Australians by proving to be little more than a set of new toppings. Domino’s appear to delete negative feedback on Facebook The impact Widespread local negative online and mainstream media coverage The lesson Make sure rhetoric matches reality. Don’t delete negative feedback Get the story CPC& Domino’s Pizza mishandles product launch © 2015 CPC & Associates Ltd. All rights reserved 9 7
  10. 10. The #fail Philippine fast food chain Jollibee’s launch in Singapore is marred by allegations of racial discrimination against Singaporeans by political blog TR Emeritus The impact The allegations are comprehensively dismantled by a local blogger, resulting in massive publicity for Jollibee and a launch that far exceeded its expectations The lesson Activists can only expect to win public support if they have their facts straight Get the story Image credit: Daniel Ang CPC& Jollibee recruitment boycott backfires © 2015 CPC & Associates Ltd. All rights reserved 10 8
  11. 11. The #fail Hong Kong-based herbal medicine chain Hoi Tin Tong fails to respond quickly to an online video purporting to show mouldy jelly being prepared for sale, quickly followed by a study finding that its turtle jelly signature product has very little or no turtle shell The impact Badly damaged reputation and significant loss of sales. The company is now talking of shuttering stores The lesson Move fast to disprove allegations using all channels, including social media Get the story Image credit: South China Morning Post CPC& Hoi Tin Tong fails to rebut allegation © 2015 CPC & Associates Ltd. All rights reserved 11 9
  12. 12. The #fail New Zealand diary firm Fonterra’s recall as a result of a botulism scare failed to involve any meaningful use of social media, not least in China where the firm has substantial business interests The impact Fast escalation of issue in multiple markets, with online questions and comments going unanswered and rumours unchallenged The lesson All organisations must be properly prepared for crises being played out on social media Get the story CPC& Fonterra botches botulism scare response © 2015 CPC & Associates Ltd. All rights reserved 12 10
  13. 13. 1. Fix the business problem 2. Deliver flawless customer experience 3. Handle issues and crises competently 4. Behave ethically online 5. Focus on relationships, not numbers 6. Realise social media is not a vacuum. CPC& 6 ways to avoid a social media #fail © 2015 CPC & Associates Ltd. All rights reserved 13
  14. 14. QUESTIONS? COMMENTS? CPC&
  15. 15. CONNECT WITH ME: @cpownall charliepownall.com CPC& © 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
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