Social Media Defense:Protecting Your Brand When its Under Attack
Our approach   • Concentrate on goals, not channels   • Focused vs. scattered method   • Data delivers insights and succes...
Events and issues get amplified in social media:  • FedEx’s “Brown Bailout” Campaign  • Haiti Earthquake – Rumors about Fr...
FedEx & Brown Bailout Attack#PRNBDI
#PRNBDI
@jacquesmunkey UPS has not askedCongress for a bailout. Ever.http://bit.ly/gTFxw
Correcting the story
What we didn’t respond to
Haiti Earthquake & Free Shipping Rumor#PRNBDI
News about Haiti quake led to multiple rumors –including UPS free shipping
Blog served as official response to rumor
The rumor started in Twitter … and theTwittersphere helped correct it#PRNBDI
Haiti free shipping rumor dropped significantly                                                             0             ...
Dubai Plane Accident#PRNBDI
Reports of plane crash sparked global onlinenews which was amplified through Twitter
UPS confirmed news at Pressroom and Blog#PRNBDI
0                                            01                                         /2                                ...
Dubai Accident: News sites and Twitter droveinitial commentary                          Facebook                          ...
5 Tips for Social Media Defense1.) Start monitoring now2.) Build a credible online voice3.) Train and empower your staff4....
Contact info:Twitter:    @DebCM            @UPS            @UPSHelpFacebook:   facebook.com/upsBlog:       www.blog.ups.co...
Social Media Defense, Protecting Your Brand When It’s Under Attack by UPS
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Social Media Defense, Protecting Your Brand When It’s Under Attack by UPS

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Social Media Defense by Debbie Curtis-Magley, Public Relations Manager at UPS, at the PR Newswire / Business Development Institute Social Media & Content Marketing Leadership Forum held in Atlanta, GA on Nov. 15, 2011.

Published in: Business, Technology
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Social Media Defense, Protecting Your Brand When It’s Under Attack by UPS

  1. 1. Social Media Defense:Protecting Your Brand When its Under Attack
  2. 2. Our approach • Concentrate on goals, not channels • Focused vs. scattered method • Data delivers insights and success measures • Serve community interests vs. self-promotion • Establish good foundation#PRNBDI
  3. 3. Events and issues get amplified in social media: • FedEx’s “Brown Bailout” Campaign • Haiti Earthquake – Rumors about Free UPS Shipping • iPad Launch • iPhone 4 Launch • Global Labor Protests • Dubai Plane Accident • Yemen Suspicious Shipments #PRNBDI
  4. 4. FedEx & Brown Bailout Attack#PRNBDI
  5. 5. #PRNBDI
  6. 6. @jacquesmunkey UPS has not askedCongress for a bailout. Ever.http://bit.ly/gTFxw
  7. 7. Correcting the story
  8. 8. What we didn’t respond to
  9. 9. Haiti Earthquake & Free Shipping Rumor#PRNBDI
  10. 10. News about Haiti quake led to multiple rumors –including UPS free shipping
  11. 11. Blog served as official response to rumor
  12. 12. The rumor started in Twitter … and theTwittersphere helped correct it#PRNBDI
  13. 13. Haiti free shipping rumor dropped significantly 0 01 /2 20 1/ 0 01 Tweets /2 19 1/ 0 01 /2 18 1/ 0 01 /2 17 1/ 0 01 /2 16 1/ 0 01after UPS response /2 15 1/ 0 01 /2 14 1/ 0 01 /2 13 1/
  14. 14. Dubai Plane Accident#PRNBDI
  15. 15. Reports of plane crash sparked global onlinenews which was amplified through Twitter
  16. 16. UPS confirmed news at Pressroom and Blog#PRNBDI
  17. 17. 0 01 /2 29 0 Total Volume (Posts and Comments) 9/ 01 /2 27 0 9/ 01Dubai Accident: Commentary Volume /2 25 0 9/ 01 /2 23 0 9/ 01 /2 21 0 9/ 01 /2 19 0 9/ 01 /2 17 0 9/ 01 /2 15 0 9/ 01 /2 13 0 9/ 01 /2 11 9/ 10 20 9/ 9/ 10 20 7/ 9/ 10 20 5/ 9/ 10 20 3/ 9/ 10 20 1/ 9/
  18. 18. Dubai Accident: News sites and Twitter droveinitial commentary Facebook Blogs News Forums Twitter
  19. 19. 5 Tips for Social Media Defense1.) Start monitoring now2.) Build a credible online voice3.) Train and empower your staff4.) Know when to respond and when not to5.) Issues can offer advantages
  20. 20. Contact info:Twitter: @DebCM @UPS @UPSHelpFacebook: facebook.com/upsBlog: www.blog.ups.com #PRNBDI

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