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Heather Healy @heatherhealy Stickyeyes @stickyeyes
10 SOCIAL
MEDIA CRISES
The Good, The Bad
and The Ugly
PREVENTION
PREPARATION
RESPONSE
RECOVERY
BRANDS
THAT
OWNED IT
1. BODYFORM
1. BODYFORM
2. RUFFLES
2. RUFFLES
2. RUFFLES
5.7ft
4.1ft
2. RUFFLES
Source: SapientNitro
3. RED CROSS
3. RED CROSS
3. RED CROSS
3. RED CROSS
3. RED CROSS
"We are an organization that
deals with life-changing
disasters and this wasn't one
of them”
BRANDS
THAT GAVE IT
A GOOD GO
4. ASDA
4. ASDA
"Dear @asda, did you take 1 second to
consider how it would affect the 1 in 4
people who experience mental health
...
4. ASDA
4. ASDA
4. ASDA
5. DKNY
Source: Humans of New York
Source: Humans of New York
5. DKNY
5. DKNY
“I don’t want any money. But please
SHARE this post if you think that DKNY
should donate $100,000 on my behalf to
...
5. DKNY
5. DKNY
6. O2
6. O2
1 EVERY 6 SECONDS
6. O2
6. O2
6. O2
6. O2
BRANDS THAT
WENT HOME
CRYING
7. HMV
7. HMV
7. HMV
8. APPLEBEES
8. APPLEBEES
8. APPLEBEES
“We wish this situation hadn’t
happened. Our Guests’ personal
information – including their meal
check is pri...
8. APPLEBEES
8. APPLEBEES
8. APPLEBEES
“I understand why you’re
upset, Manuel, I’m upset over
the situation too”
8. APPLEBEES
“No posts have been deleted”
8. APPLEBEES
“Applebees, just shut up”
9. EPICURIOUS
Source: epicurious.com
9. EPICURIOUS
9. EPICURIOUS
9. EPICURIOUS
9. EPICURIOUS
AND THE
WORST OF
THE BUNCH
10. AMY’S BAKERY
COMPANY
Source: Huffington Pos
10. AMY’S BAKERY
COMPANY
10. AMY’S BAKERY
COMPANY
10. AMY’S BAKERY
COMPANY
THERE’S NO SUCH
THING AS BAD
PUBLICITY
10. AMY’S BAKERY
COMPANY
Source: Huffington Post
10. AMY’S BAKERY
COMPANY
“Obviously our Facebook, YELP, Twitter and
Website have been hacked. We are working
with the loca...
THE BEST BRANDS
Are human. They’re open about their
flaws, recognise them and embrace them.
The best crisis management isn...
PREVENTION
PREPARATION
RESPONSE
RECOVERY
THANK
YOU!
Heather Healy
@heatherhealy
@stickyeyes
www.stickyeyes.com
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10 Social Media Crises: The good, the bad and the ugly

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Heather Healy presents ten examples of brands that succeeded, and brands that failed, at managing a social media crisis. As presented at Jump London 2013

Published in: Technology, Business
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10 Social Media Crises: The good, the bad and the ugly

  1. 1. Heather Healy @heatherhealy Stickyeyes @stickyeyes 10 SOCIAL MEDIA CRISES The Good, The Bad and The Ugly
  2. 2. PREVENTION PREPARATION RESPONSE RECOVERY
  3. 3. BRANDS THAT OWNED IT
  4. 4. 1. BODYFORM
  5. 5. 1. BODYFORM
  6. 6. 2. RUFFLES
  7. 7. 2. RUFFLES
  8. 8. 2. RUFFLES 5.7ft 4.1ft
  9. 9. 2. RUFFLES Source: SapientNitro
  10. 10. 3. RED CROSS
  11. 11. 3. RED CROSS
  12. 12. 3. RED CROSS
  13. 13. 3. RED CROSS
  14. 14. 3. RED CROSS "We are an organization that deals with life-changing disasters and this wasn't one of them”
  15. 15. BRANDS THAT GAVE IT A GOOD GO
  16. 16. 4. ASDA
  17. 17. 4. ASDA "Dear @asda, did you take 1 second to consider how it would affect the 1 in 4 people who experience mental health problems in any given year?” Katie Dalton
  18. 18. 4. ASDA
  19. 19. 4. ASDA
  20. 20. 4. ASDA
  21. 21. 5. DKNY Source: Humans of New York
  22. 22. Source: Humans of New York 5. DKNY
  23. 23. 5. DKNY “I don’t want any money. But please SHARE this post if you think that DKNY should donate $100,000 on my behalf to the YMCA in Bedford-Stuyvesant Brooklyn. This donation would sure help a lot of deserving kids go to summer camp”
  24. 24. 5. DKNY
  25. 25. 5. DKNY
  26. 26. 6. O2
  27. 27. 6. O2 1 EVERY 6 SECONDS
  28. 28. 6. O2
  29. 29. 6. O2
  30. 30. 6. O2
  31. 31. 6. O2
  32. 32. BRANDS THAT WENT HOME CRYING
  33. 33. 7. HMV
  34. 34. 7. HMV
  35. 35. 7. HMV
  36. 36. 8. APPLEBEES
  37. 37. 8. APPLEBEES
  38. 38. 8. APPLEBEES “We wish this situation hadn’t happened. Our Guests’ personal information – including their meal check is private, and neither Applebee’s nor its franchisees have a right to share this information publically…”
  39. 39. 8. APPLEBEES
  40. 40. 8. APPLEBEES
  41. 41. 8. APPLEBEES “I understand why you’re upset, Manuel, I’m upset over the situation too”
  42. 42. 8. APPLEBEES “No posts have been deleted”
  43. 43. 8. APPLEBEES “Applebees, just shut up”
  44. 44. 9. EPICURIOUS Source: epicurious.com
  45. 45. 9. EPICURIOUS
  46. 46. 9. EPICURIOUS
  47. 47. 9. EPICURIOUS
  48. 48. 9. EPICURIOUS
  49. 49. AND THE WORST OF THE BUNCH
  50. 50. 10. AMY’S BAKERY COMPANY Source: Huffington Pos
  51. 51. 10. AMY’S BAKERY COMPANY
  52. 52. 10. AMY’S BAKERY COMPANY
  53. 53. 10. AMY’S BAKERY COMPANY
  54. 54. THERE’S NO SUCH THING AS BAD PUBLICITY
  55. 55. 10. AMY’S BAKERY COMPANY Source: Huffington Post
  56. 56. 10. AMY’S BAKERY COMPANY “Obviously our Facebook, YELP, Twitter and Website have been hacked. We are working with the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not post those horrible things. Thank You Amy &Samy’.
  57. 57. THE BEST BRANDS Are human. They’re open about their flaws, recognise them and embrace them. The best crisis management isn’t a robotic press release, it’s human.
  58. 58. PREVENTION PREPARATION RESPONSE RECOVERY
  59. 59. THANK YOU! Heather Healy @heatherhealy @stickyeyes www.stickyeyes.com

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