1.
Read the full write-up on my Strategydude.com blog:
http://goo.gl/G9PWaI
By Edmund Wong
© 2014 Edmund Wong

2.
3 Major Product Recalls
• Feb 13th – GM ignition switch recall
• Feb 19th – FreeStyle/Omnipod
• Feb 20th – Fitbit Force recall
© 2014 Edmund Wong

3.
• How did word spread across the Internet?
• Were there any differences or similarities?
© 2014 Edmund Wong

4.
Can you match the
brands with the
conversation distributions
by media type below?
(A)
(B)
Forums
4%
(C)
Blogs
4%
Blogs
3%
Other
5%
Facebook
23%
Other
35%
Forums
23%
Facebook
44%
Blogs
11%
Twitter
65%
Facebook
Twitter
Facebook
38%
Twitter
33%
Forums Twitter
6%
4%
© 2014 Edmund Wong
Other
2%
Forums
Blogs
Other

5.
Mainstream Media (listed as Other) was the original catalyst (e.g.,
Automotive News, USA Today). Not surprising given the auto industry is
over a hundred years old and has very well established media coverage
from journalists, as well as bloggers.
Then it spread on Facebook within 24 hours.
450
(A)
400
350
300
Other
35%
250
Facebook
44%
200
150
Blogs
11%
100
50
0
Th 2/13
Forums Twitter
6%
4%
F 2/14
Sa 2/15
Facebook
© 2014 Edmund Wong
Su 2/16
Twitter
M 2/17
Forums
Tu 2/18
Blogs
Other
W 2/19
Th 2/20

6.
@GMCustomerSvc
Began to assist users
© 2014 Edmund Wong

7.
@GM
Corporate Twitter makes no mention of recall
© 2014 Edmund Wong

8.
@ChevyCustCare
Was dealing with other issues and not much about ignition
switch recall
© 2014 Edmund Wong

9.
Twitter was the dominant media channel for the recall, which
was first announced on the company’s blog by the CEO, and WSJ
was the first major publication to break the news. But it was
Fitbit’s Customer Support team on Twitter (@FitbitSupport) that
started to @reply to users immediately the next morning once
the CEO acknowledged the rash concern and issued a voluntary
recall. This integrated approach likely helped minimize online
backlash as conversations tapered off quickly by end of week.
(B)
3000
Blogs
Forums 3%
4%
Other
5%
2500
Facebook
23%
2000
1500
1000
Twitter
65%
500
0
F 2/21
Facebook
Sa 2/22
Su 2/23
Facebook
© 2014 Edmund Wong
M 2/24
Twitter
Tu 2/25
Forums
Blogs
W 2/26
Other
Th 2/27
F 2/28
Twitter
Forums
Blogs
Other

10.
Fitbit.com/ForceSupport
© 2014 Edmund Wong

11.
Fitbit Website
© 2014 Edmund Wong

12.
@FitbitSupport
• Has 13K followers
• Until CEO posted on
corporate blog about the
recall, Fitbit Support didn’t
acknowledge the rash issue.
• Then on 2/21, this Twitter
account leaped into action
and began to respond to
individuals, driving them to
the blog post for answers
• By having a separate Fitbit
Support Twitter handle,
recall conversations were
contained here and the
corporate Fitbit Twitter
account was kept out of it
(see next page)
© 2014 Edmund Wong

13.
@Fitbit
• 77K followers
• Surprisingly no
mention of recall and
not responding to
users
• Smart to contain
recall support issues
to other
@FitbitSupport
account
© 2014 Edmund Wong

14.
Facebook and Twitter took off first, then forums led to more
discussions among patients who were asking the community
questions as the companies involved were not engaging or
sharing info online. Then after the weekend, users went online
again acknowledging receipt of mailed letters finally and
complaining of long hold times at the call center.
(C)
80
Blogs
4%
70
Other
2%
60
50
Forums
23%
40
Facebook
38%
30
20
Twitter
33%
10
0
W 2/19
Th 2/20
F 2/21
Facebook
© 2014 Edmund Wong
Sa 2/22
Twitter
Su 2/23
Forums
M 2/24
Blogs
Other
Tu 2/25
W 2/26

15.
Takeaways
• It's generally true that Facebook and Twitter is like
gasoline on fire. And brands need to be ready to respond
in those channels.
• No one common pattern for how major recalls propagates
online
• Depends a lot on the industry, the brand's online presence, and
an integrated online and offline communication strategy
• Overall, Fitbit was the best of the 3 companies in
managing the recall
• Fitbit had all the info consumers needed online when the recall
was announced and @FitbitSupport engaged concerned
customers
© 2014 Edmund Wong

16.
Read the full write-up on my Strategydude.com blog:
http://goo.gl/G9PWaI
© 2014 Edmund Wong