#FAIL: the Costa Concordia tragedy sinks Carnival

2,718 views
2,499 views

Published on

In "#FAIL: The 50 Greatest Social Media Screw-Ups and How to Avoid Being the Next One" authors Bernhard Warner and Matthew Yeomans introduce you to a new kind of digital pioneer – brands like Coca-Cola, Carnival Cruises, Whole Foods, Vodafone and scores of others – whose social media blunders provide valuable lessons from which to shape future corporate comms policy. http://lc.tl/fail

Published in: Business, Technology
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
2,718
On SlideShare
0
From Embeds
0
Number of Embeds
714
Actions
Shares
0
Downloads
13
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

#FAIL: the Costa Concordia tragedy sinks Carnival

  1. 1. Iconic #FAIL: Carnival Cruise Lines’ Costa Concordia tragedy sends waves through social media crisis comms world.
  2. 2. Jan 2012The Costa Concordia, a cruise ship in the Carnival Corp. family, hit the Isola del Giglio. 32 people were declareddead or missing and a massive cleanup is still ongoing as Italy braces for its worst environmental disasters.Social Relevance: This is the deadliest, most costly tragedy of its kind in the holiday cruise business, costingparent company, Carnival Cruise Lines, a $139 million loss in Q1. And, the 90-metre long ship sticks out in the sealike a tombstone. This image, snapped by a Romeboundairline passenger, was trending on Reddit for weeks afterinternational press had quit on the story.
  3. 3. How did Carnival, a savvy digital marketer, handle the crisis? Nice start: Carnival follows sound strategy – in a crisis say what you mean, mean what you say!
  4. 4. In social media, what’s the appropriate amount of time to remain quiet? Carnival even decides to go quiet on Twitter out of “respect”, a hiatus it breaks hours later with “Big #FollowFriday” fun!
  5. 5. Then the social web erupts when it learns… Was anybody at Carnival listening before it made this tin-eared “make-good?”
  6. 6. Don’t let a crisis put your reputation on the rocks The take-away: Don’t ignore social in a crisis. Create a “social media-enabled” Crisis Management Team that oversees all PR, marketing and emergency response communications during a time of crisis.
  7. 7. Learn from the digital pioneers, brands like Coca-Cola, Carnival Cruises, Whole Foods, and scoresof others. Their social media blunders – in the areas of crap customer service, plain dumbmarketing or simply being caught short in a crisis – provide valuable lessons from which toshape future corporate comms policy. It all can be found in our new e-book, #FAIL: The 50Greatest Social Media Screw-Ups and How to Avoid Being the Next One. http://lc.tl/fail.

×