Successfully Implementing Your Social Media Plan and Exploring Available Remedies When “It’s Gone Viral”

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Successfully Implementing Your Social Media Plan and Exploring Available Remedies When “It’s Gone Viral”

  1. 1. Successfully ImplementingYour Social Media Plan andExploring AvailableRemedies When “It’s GoneViral”ShesConnected Multimedia Corp.www.shesconnectedmultimedia.com April 14, 2011 Canadian Institute
  2. 2. ShesConnected Multimedia Corp.Helping brands connect with women who matter. Social Network for Women • Online social networking site for women • Directory for women’s blog, groups, businesses and event • Access to digitally influential women for Advertiser programs Brand/Blogger Events • Annual Conference each year in Toronto • Smaller events in cities across Canada • Manage online events like twitter parties Market Research: Women & Social • Research report on how women use social media • Downloaded by over 2000 times • 2011 report will be available in the spring Community Management Consulting • Community Management Strategy &Services • Community Management Tool Kits • Digital Outreach Programs
  3. 3. ShesConnected Multimedia Mark Grindeland, Chairman & Co-founder 25 + years working with Leading consumer brands. VP/General Mgr Mobile Applications Div. – Livewire Mobile, Co-founder/EVP Marketing & co-founder m-Qube, CEO, Wunderman EMEA, SVP Digitas, Co-founder/Partner - Exchange Partners @mark_grindeland mark@shesconnected.com Donna Marie Antoniadis, Co-founder & CEO Founder/Producer – Mobile Marketing Roadshow, Founder/President – Apperture Inc., Digital Marketing Agency. Selected at one of the top 20 Branded Women on Twitter 2010 @donnaantoniadis Donna.marie@shesconnted.com
  4. 4. http://www.youtube.com/watch?v=eSsVE0xMDhY End video at 3:34
  5. 5. Lions, Tigers, andBears…oh my…
  6. 6. The Genie is out of the bottle…. but how you manage it is up to you!
  7. 7. So what can go wrong? • We did something stupid and someone posted it… • Somebody Hijacked my brand! • Consumer Backlash • Employee Backlash • We don’t know what we don’t know • It’s no “one’s” job… • It’s “everyone’s” job… • Stupid is as stupid does…
  8. 8. Brands Get A Wakeup Call! In June 2006 Comcast technician becomes poster child for poor customer service. 1.3 million view the video. Comcast humiliation caused a change in priorities. Soon becomes industry leader in Twitter customer service help.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  9. 9. Brand Hijacking ExxonMobil isn’t known for its social media prowess. Duh… surprised to see it started a Twitter feed. Especially as the oil giant knew nothing about it. In one of the first cases of Twitter- squatting (Aug/2008), “Janet” showed one of the world’s biggest companies that it couldn’t ignore social media.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  10. 10. Brand Hijacking When BP spilled millions of barrels of the oil into the Gulf of Mexico it finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account. While BP spent £93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @BPGlobalPR.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  11. 11. Consumer Backlash Motrin’s cheeky commercial aimed at Moms backfires and goes down in flames after a Twitter-army of offended moms bombards Johnson & Johnson for apologies. “Wearing your baby seems A small group of to be in fashion.” influential Tweeters - ad copy (full transcript in notes) uses the social media click here for ad on YouTube: megaphone to noisy http://www.youtube.com/watch?v=Bmyk FKjNpdY effect. Twitter, it seems, really can give you a headache.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  12. 12. Consumer Backlash Greenpeace targeted Nestle but only when activists besieged Nestle’s Facebook page and the company got aggressive and deleted posts did it become a global story. Nestle’s clumsy social media community management made it look like an arrogant, callus corporation to the public. Just what Greenpeace wanted.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  13. 13. Employee Backlash In the wake of an employee gross-out video that spread virally on YouTube, Domino’s USA president issues a social media apology. Crisis communications was handled by press releases and carefully co-ordinated TV interviews. Now the discourse plays out online in real timeSource: SMI, A Short History of Social Media Screw Ups, November 2010
  14. 14. Communication Policy A blogger wrote a post about the poor functionality on Ryanair’s website. Actually the blogger pointed out a gap on the Ryanair website that made it possible for anyone to book a flight and not be charged for it. He didn’t actually book a free flight but he wanted the error to be made known. Surprisingly, several employees of the budget airline responded by calling him “a lunatic”, “an idiot” and “a liar”. Ryanair Staff #1 Says: February 19th, 2009 at 5:25 pm jason! you’re an idiot and a liar!! fact is! you’ve opened one session then another and requested a page meant for a different session, you are so stupid you dont even know how you did it! you dont get a free flight, there is no dynamic data to render which is prob why you got 0.00. what self respecting developer uses a crappy CMS such as word press anyway AND puts they’re mobile ph number online, i suppose even a prank call is better than nothing on a lonely sat evening!! “ Even worst, when blogger asked for a formal apology from Ryanair he received this lovely official statement from Ryanair spokesman Stephen Mcnamara: “Ryanair can confirm that a Ryanair staff member did engage in a blog discussion. It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again. Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel”.Source: http://www.socialmachinery.com/2009/12/31/worst-social-media-controversy-2009/
  15. 15. Communication Policy Another twitter fiasco when a rogue homophobic employee posts personal bias using Vodafone’s Brand Social media is often delegated to junior employees because they “get it”. Don’t confuse “getting it” with understanding how to protect a company’s reputationSource: SMI, A Short History of Social Media Screw Ups, November 2010
  16. 16. Terms & Conditions Skittles embraces social media by ceding control of its site to customer chatter. Talk about making a hashtag out it as the air turns blue with obscenities. Don’t give up control of your brand, Use terms & conditions to regulate what can and cannot be said….and monitor!. Skittles fans drop the “f”Source: SMI, A Short History of Social Media Screw Ups, November 2010
  17. 17. Communication Policy Habitat seemed to be getting the hang of the Twitter thing– until it was caught promoting new products using hashtag spam, including the Iranian election. Twitter may be a new medium but you shouldn’t relinquish control of your corporate communication to “an over enthusiastic intern”.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  18. 18. Media Response Target shoots itself in the foot when it refuses to talk to a blogger because it claims Target customers don’t read blogs. Who has influence in today’s social media world? Target took a very old-school view of things but forgot that women across the social web didn’t share that view.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  19. 19. Media Response In 2008, the Canadian country music group Sons of Maxwell flew on United Airlines (UAUA). They watched in horror as the airline’s baggage handlers threw their expensive guitars into the cargo hold. Needless to say, the instruments were severely damaged. United dragged its feet in fixing them, so the group turned the experience into a song and humorous video – 9 million YouTube views.Source: SMI, A Short History of Social Media Screw Ups, November 2010
  20. 20. Media Response Dooce blogger Heather Armstrong couldn’t get Maytag to fix her washing machine. She groused on Twitter to her 1m+ followers. Maytag rapidly dispatched a repairman. Armstrong’s Twitter clout was far more influential than Maytag’s own social media presence. A case of supposed corporate power turned on its headSource: SMI, A Short History of Social Media Screw Ups, November 2010
  21. 21. How can you reduce your risks? • Have a Social Media Plan • Train employees, vendors, and partners • Disclosure Guidelines • Code of Conduct • Engagement flow & Escalation Guidelines • Stakeholder Map / Organizational Alignment • Community Guideline Document • Marketing & Editorial Calendar • Messaging Matrix • FAQs • Measurement and ReportingSource: ShesConnected Multimedia Corp
  22. 22. When something does go wrong…. and it will! • Anticipate that it will…have a plan • Don’t hide • Don’t lash out • Don’t blame • Show leadership (that means your leaders have to step up!) • Be transparent • Be authentic • Be clear • Acknowledge mistakes when they happen • Tell them what you will do to fix things • Then fix it!Source: ShesConnected Multimedia Corp
  23. 23. Thank You! www.shesconnected.com www.shesconnectedmultimedia.comMark Grindeland, Chairman & co-founder mark@shesconnected.com Twitter: @mark_grindeland

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