Your SlideShare is downloading. ×
0
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
AT&T Facebook Case Study: The Dangers of Open Discussion
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

AT&T Facebook Case Study: The Dangers of Open Discussion

4,188

Published on

In October 2009, Verizon attacked AT&T with their controversial “there’s a map for that” campaign. Claiming they had 5 times more 3G coverage they hit AT&T where it hurt the most: their reputation …

In October 2009, Verizon attacked AT&T with their controversial “there’s a map for that” campaign. Claiming they had 5 times more 3G coverage they hit AT&T where it hurt the most: their reputation for dropped calls, poor coverage, and slow speeds.

AT&T, after losing a restraining order to stop the ads, launched a response attack of their own in November. With Luke Wilson as their spokesperson they advertised 97% coverage of all Americans and “the best coverage worldwide”.
Acknowledging that corporate campaigns are less credible than word-of-mouth and referrals, AT&T turned to the public. They drove people to their Facebook Page where they held an open forum in their discussion board.

The result? As of December 15th there were 81 discussions with 935 posts. I took one sample thread started by AT&T entitled “Southwest Region Network”. Unfortunately for AT&T, 89% of the public posts were negative. “You’re basically maintaining a fan page for Verizon”, wrote one visitor.

The following slides show the first 12 hours of activity with each post rated as positive or negative and key quotes highlighted.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,188
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
114
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. AT&T Facebook Case Study the dangers of open discussion december 15, 2009 andrew cherwenka, vp biz dev trapeze
  • 2. In October 2009, Verizon attacked AT&T with their controversial “ there’s a map for that ” campaign. Claiming they had 5 times more 3G coverage they hit AT&T where it hurt the most: their reputation for dropped calls, poor coverage, and slow speeds. AT&T, after losing a restraining order to stop the ads, launched a response attack of their own in November. With Luke Wilson as their spokesperson they advertised 97% coverage of all Americans and “ the best coverage worldwide ”. Acknowledging that corporate campaigns are less credible than word-of-mouth and referrals, AT&T turned to the public. They drove people to their Facebook Page where they held an open forum in their discussion board. The result? As of December 15 th there were 81 discussions with 935 posts. I took one sample thread started by AT&T entitled “Southwest Region Network”. Unfortunately for AT&T, 89% of the public posts were negative. “ You’re basically maintaining a fan page for Verizon ”, wrote one visitor. The following slides show the first 12 hours of activity with each post rated as positive or negative and key quotes highlighted. overview
  • 3. posts 1-12
  • 4. posts 13-23
  • 5. posts 24-30
  • 6. posts 31-37
  • 7. posts 38-53
  • 8. posts 54-67
  • 9. posts 67-70
  • 10. summary
    • Summary
    • Of the 79 posts in the first 12 hours, 55 were submitted by the public
    • 89% of these were negative; many complimented Verizon
    • Only 1 post was positive; 2 posts applauded AT&T’s customer service but went on to complain about coverage
    • Key quotes
    • “ You’re basically maintaining a fan page for Verizon.”
    • “ Verizon ads are true, Verizon does have better 3G coverage.”
    • “ You aren’t delivering any useful information.”
    • “ AT&T coverage is just awful.”
    • “ If Verizon had the iPhone, everyone I know would switch.”
    • Takeaway
    • Advertising questionable claims might have been effective in the 1-way push world of tv and print, but in the 2-way participative web it’s a dangerous game
    • Negative posts add credibility to an open thread but overwhelmingly negative threads are damaging
    • Advertisers should think twice before opening up dialogue in highly visible forums on controversial topics. When they have little or nothing to add, they should simply not do it.
  • 11. andrew cherwenka | vp biz dev 41 e. 11 th st | new york, NY | 10003 office 212.699.3786 | cell 917.608.5898   250 the esplanade | toronto, canada | m5a 1j2 office 416.601.1999 [email_address]

×