#FAIL: Social Media PR Disasters

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  • What are some social media tactics they could have used?
  • #FAIL: Social Media PR Disasters

    1. 1. #Fail: Social Media PR Disasters OCG Lunch & Learn @openchannelspr #ocglunchnlearn May 13, 2011
    2. 2. Includes content from presentation by Marla Erwin, Interactive Art Director at Whole Foods #smfail
    3. 3. “A long-term erosion of trust among a significant group ofcustomers or fans….
    4. 4. …due to the misuse or the failure to use thepower of social media.” - Marla Erwin
    5. 5. True Confessions Lesson one: You are not in a vacuum
    6. 6. “A hazard of social mediais that people will readwhat you write.”
    7. 7. The Lesson: You are notin a vacuum
    8. 8. Laugh Riot Lesson two:Err on the side of caution
    9. 9. Kenneth Cole sparks online furor with joke tweet that Egypt protests spurred by fashion frenzy Oops: Kenneth Cole Kenneth Cole Under FireApologizes for Egypt Tweet for Egypt Tweet Kenneth Cole Blasted for Egypt Tweet
    10. 10. “Your error will be multipliedin its impact by the trail ofonline wreckage it creates…”
    11. 11. The Lesson:Err on the side of caution
    12. 12. #amazonfail Lesson three:Be vigilant, respond swiftly
    13. 13. “Amazon Rank”
    14. 14. “In consideration of ourentire customer base, weexclude „adult‟ material fromappearing in some searchesand best seller lists.”
    15. 15. “That night, theywere not divided.”
    16. 16. 57,310
    17. 17. It was “a glitch”
    18. 18. FAILFAILFAILFAILFAILFAILFAIL
    19. 19. “This is an embarrassing andham-fisted cataloging error from a company that prides itself on offering a complete selection.”
    20. 20. The Lesson: Be vigilant,respond swiftly
    21. 21. United Breaks Guitars Lesson four: Update your tactics
    22. 22. 10,000,000
    23. 23. ?
    24. 24. “Fight social media firewith social media water.”
    25. 25. The Lesson:Update your tactics
    26. 26. Re-United Lesson five:Context matters
    27. 27. The Lesson:Context matters
    28. 28. Not-so-silent Bob Lesson six: If you apologize, mean it
    29. 29. The Lesson: If youapologize, mean it
    30. 30. Motrin Moms Lesson seven:Mocking your customers = bad
    31. 31. The Lesson: Mocking yourcustomers = bad
    32. 32. Flogging Across America Lesson eight: Be transparent
    33. 33. “We believe in honesty and transparency at all times: honesty of relationship, opinion and identity.”
    34. 34. The Lesson:Be transparent
    35. 35. Janet Tweets For Exxon Lesson nine:- Manage your social media presence (or someone will manage it for you) - Have trusted staff in place
    36. 36. The Lesson:-Manage your social mediapresence (or someone may manage it for you)-Have trusted staff in place
    37. 37. The Cat Deserved It Lesson ten:Sometimes you are the problem
    38. 38. By trying to suppressinformation, you can actually increase its exposure.
    39. 39. The Lesson:Sometimes youare the problem
    40. 40. TheLessons
    41. 41. Think. Be nimble.Show respect.

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