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Tangerine: A Social Media crisis simulation
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Tangerine: A Social Media crisis simulation

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To prepare the ING DIRECT communication teams for the upcoming reveal of the company's new brand name Tangerine on November 5th, 2013, a crisis simluation was held 10 days in advance of the …

To prepare the ING DIRECT communication teams for the upcoming reveal of the company's new brand name Tangerine on November 5th, 2013, a crisis simluation was held 10 days in advance of the annoucement. The simulation torture tested the existing communications plan and helped modify messaging for the reveal. As a result, social media sentiment peaked at over 60% positive in the early days, well above expectations.

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  • 1. Tangerine Launch: Crisis Simulation A case study by ING DIRECT Canada
  • 2. Tangerine Launch – Crisis Simulation WHY: To prepare our communication teams for the upcoming reveal of our new brand name Tangerine on November 5th, 2013. 2
  • 3. Tangerine Launch – Crisis Simulation WHEN: 10 days in advance so that the learnings and experience were fresh in everyone’s minds, but also to give us enough time to adjust our messaging and approach. 3
  • 4. Tangerine Launch – Crisis Simulation WHO: 10 days in advance so that the learnings and experience were fresh in everyone’s minds, but also to give us enough time to adjust our messaging and approach. • • • • • • • • • • CEO CMO Brand Transition Team Social Media Team PR Team eServices Team Translation PR Agency Creative Agency Scotiabank Social Media & PR Teams 4
  • 5. Tangerine Launch – Crisis Simulation Areas Tested: • Key Messages • Response Time • Response Quality • Teamwork • Workflow 5
  • 6. Tangerine Launch – Crisis Simulation SCENARIO: The following people interacted with the brand on fake Facebook and Twitter pages. Our social media team responded in real time. • Customers (happy, sad, angry, confused, picky, critical) • Non-customers (everyone’s a critic on social media) • Employees (rogue, excited) • Customer Ambassadors (notable bloggers and social media influencers defending the brand) • Media Typical bank not giving a sh*t about how their customer's feel. Just do whatever they want. #PeachOrg 6
  • 7. Main Benefits of the Simulation 1. Helped us modify messaging and FAQ for the reveal, which benefitted the entire business, not just social media, because it addressed questions or statements which we had not considered. 2. It allowed us to create very specific template messages for social media for expected FAQs. 3. Inspired us to create a strategy for focusing more on commenters who were uninformed or misinformed and less on trolls. Also focused on sharing the early positive sentiment to build momentum for more positive sentiment from the community. 7
  • 8. Additional Benefit of the Simulation An indirect benefit of the Crisis Simulation was that it allowed us to demonstrate the value of social media to other stakeholders – especially senior leaders in the business. They were able to see the types of questions we face in these challenging scenarios and get a sense of how quickly we respond and mitigate negative interactions. Going on record saying if you are named after a fruit, go f*#$ yourself - that is all #peachorg Detractors claim the new rebrand of @PeachOrg wasted valuable resources without any tangible benefit. These guys aren't going anywhere in terms of service, so everybody calm down with switching service providers. 8
  • 9. Tangerine Launch – Results • 800+ responses by our team in the first six hours • Sentiment in the first 36 hours: • 60% positive • 19% negative • 21% neutral • Key highlights from November 5th-29th: • 8,564 posts about Tangerine • 5,613,709 Social Media impressions • 3,897 new Followers and Likes (TW & FB) 9
  • 10. Tangerine Launch – Follow Up • During the days following the Tangerine launch, many voiced their approval, rejection, or curiosity surrounding the name as a whole. • The SMED team noticed that there were some key themes in the comments, including the discussion around ABM access. • Digital cards were created to help answer the concern, and this helped squash redundant questions to other posts 10
  • 11. THANK YOU 11

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