15. 152 Million US FACEBOOK USERS 164 Million US ADULT INTERNET USERS 311 MillionUS POPULATION Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)
27. 2. Develop the Brand Social Media Presence and Influence In Advance
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30. Day Two Timeline * 562,627 views (8am)* 636,000 views (11:15am)* 690,000 views (1pm)* 728,816 views (3pm)* 745,679 views (5pm)* 930,390 views (9:30pm) >1 million views on YouTube within 2 days 5 of 12 top search results for Dominos
31. Dominos waited until a crisis occurred to start a dialogue with its customers …created a Twitter handle after the fact
32. …did not have an established following or community – no advocates or evangelists
39. Important to respond to the audience that is most active in/started the conversation, even if it’s not your go-to platform #@%$$! Thank you for bringing this to our attention…
59. Who Is ? Founded in February, 2004 A collaboration of 20 industry veterans committed to being a leader in public relations, search marketing, and social media specialists Recently named a 2011 Boston Business Journal Pacesetter
More than half of all US residents a more than ¾ of all US adults are online
Source:Comscore, 2/11
Source: tweet reports.com
Video gone viral on YouTube after two employees tamper with customer’s foodTwitter account was nearly deserted before incident so Dominos had no effective way to address the issue
Customer ReactionOver 1 million views on YouTube within daysSEO: 5 of 12 top hits for Dominos referred to the incidentCustomers made use of Twitter to express their disgust and concernMajor downfall: Dominos realized more than a day later that the crisis did not go away and turned to Twitter and YouTube to extend an apology
Customer ReactionOver 1 million views on YouTube within daysSEO: 5 of 12 top hits for Dominos referred to the incidentCustomers made use of Twitter to express their disgust and concernMajor downfall: Dominos realized more than a day later that the crisis did not go away and turned to Twitter and YouTube to extend an apology
2. Dominos set up a Twitter account to interact with people discussing the YouTube video there. In a crisis is not the time to be creating relationships. Brands should be building those relationships all the time so than when and if a crisis occurs, the brand can quickly address from a position of trust.Realizing that the company did not address customers’ dissatisfaction properly, Dominos made a Twitter account @dpzinfo to allow for a customer-management forum
Point other channels to central landing area
ARC employee mistook her personal account for the Red Cross’s and accidentally tweeted out:
Blogs posted articles relating to the tweet and ensuing PR Crisis for the Red CrossTweet taken down within an hour of its posting and ARC acknowledged the mistake with the following tweet to avert attention:
Last night we accidentally tweeted from our @RedCross account something that was meant to come from a personal account. Here’s what it looked like:We realized our honest mistake (the Tweeter was not drunk) and deleted the above Tweet. We all know that it’s impossible to really delete a tweet like this, so we acknowledged our mistake:In the meantime we found so many of you to be sympathetic and understanding. While we’re a 130 year old humanitarian organization, we’re also made of up human beings. Thanks for not only getting that but for turning our faux pas into something good.You immediately embraced this mix-up and many of you have pledged donations to the Red Cross:Huge thanks to Dogfish Head Brewery and the micro brew community forencouraging donations.2 words of caution:You’ll want to space out giving a pint of blood and drinking a pint of beer for health reasons.Be careful of Hootsuite!
