group presentation on Chapter 3 the rules

1. AMBER MAC’S
POWER FRIENDING
Chapter Three
The Rules

2. What Are The Social Media
Rules?
 A is for . . . Authenticity
 B is for . . . Bravery
 C is for . . . Consistency

3. Trouble in Land of Great Pizza
Delivery
 April 2009: Two Domino’s employees in North
Carolina post video of them violating food while
preparing it.
 Video gets mass attention fast
 Domino’s CEO Patrick Doyle facing hell storm of
bad PR

4. Doyle does the ABC’s
 Patrick Doyle attacks controversy head on
 Makes online public apology
 Apology titled “Disgusting Domino’s Pizza –
Domino’s Responds”
 Thanks online community for making the
company aware
 Expresses the need to reestablish his
customer’s trust

5. Domino’s Back On Top!
 Quickly Addressed serious controversy (fired
employees, offered public apology)
 Listened to “online chatter,” responded
better for it
 Used the internet to change public opinion of
company from negative to positive
 Really utilized the ABC’s

6. A is for . . .
Authenticity
 Don’t ever mention authenticity (publicly)
 Show, not tell
 Just see wine guy from New Jersey:

7. The Wine Guy
 Gary Vaynerchuk
 Runs Springfield wine retail
 Launched Wine Library TV online show in 2006
 Sits down and tells viewers all about his love
of wine
 Shows viewers his “unpretentious voice in the
wine world”

8. Lovin’ Gary
 Large fan base (one million twitter
followers, appearances on talk show, charters
wine cruise for he and a couple hundred fans)
 No corporate wall
 No runaround
 Don’t be surprised by authenticity
 Expect it . . . No, DEMAND IT!!!

9. B is for BRAVERY!!!

11. C is For Consistency

12. ShaShank Nigam tweeted JetBLue about his flight.
Then tweeted Southwest …
And the winner was!!?!?!?!?!? ………….

13. Journal Article
 Title: Business Management on Twitter: a path
analysis
 By: Mim Zhang, Bernard J.Jansen , and
AbdurChowdhury
 Conclusion: the business’ engagement in the
WOM communication on Twitter [and other
social media] enhance the consumers’
engagement in the WOM communication.

14. RECAP!!!
A is for . . . Authenticity
B is for . . . Bravery
C is for . . . Consistency

15.  Lets go to FACEBOOK!!!!
Where The ABC’s ARE IN
ACTION!!!!