The Day Your Brand Exploded: How Social Media Makes or Breaks Your Organization


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This presentation reviews recent cases when corporations were involved in a social media fracas of some kind.

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The Day Your Brand Exploded: How Social Media Makes or Breaks Your Organization

  1. 1. THE DAY YOUR BRANDEXPLODEDTERROR FROM THE INTERWEBS!Your Brand Attacked BySocial Media!starring
  2. 2. The Day YourBrand ExplodedHow Social Media Makes or BreaksYour OrganizationGraham Garner • @garnergraham
  3. 3. Applebee’s and theCheap Tip
  4. 4. Applebee’s and theCheap Tip•Pastor Alois Bell dines at Applebee’s withnine others•Automatic 18% gratuity added•Bell crosses out tip, writing a “0″ in itsplace•Writes: “I give God 10%. Why do you get18%?” Signs it “Pastor Alois Bell”
  5. 5. Applebee’s and theCheap Tip•Waitress Chelsea Welch posts photo onReddit, a news aggregator site•Bell gets a lot of hate mail, complains toApplebee’s that her reputation was ruined•Per company policy, Welch is fired•Pastor feels “heartbroken”
  6. 6. Humans of New Yorkand DKNY
  7. 7. Humans of New Yorkand DKNY•Photographer Brandon Stanton has700,000+ Facebook "likes"•Takes artistic portraits of New Yorkerson the street and posts daily•DKNY asks to purchase 300 photos tohang in store windows for $15,000•Stanton asks for closer to $50 per photoand DKNY declines
  8. 8. Humans of New Yorkand DKNY•“Today, a fan sent me a photo from aDKNY store in Bangkok. The window isfull of my photos. These photos wereused without my knowledge, and withoutcompensation."•Stanton makes public plea for DKNY to"donate $100,000 on my behalf to theYMCA in Bedford-Stuyvesant, Brooklyn."
  9. 9. Humans of New Yorkand DKNY•By 10 a.m. the next day, the Facebookpost had generated more than 38,000"likes" and more than 4,000 comments•DKNY released a statement explaining itserror and announcing it would donate$25,000
  10. 10. Associated PressTwitter Feed Hacked
  11. 11. Associated PressTwitter Feed Hacked•Associated Press tweet appears "Breaking:Two Explosions in the White House andBarack Obama is injured"•The incident took place eight days afterthe Boston Marathon bombings•The Dow Jones industrial average plungesmore than 128 points in seconds after thereport
  12. 12. Associated PressTwitter Feed Hacked•White House spokesman Jay Carney saysObama is "fine"•The AP quickly takes down its Twitteraccount and announces it has beenhacked
  13. 13. Associated PressTwitter Feed Hacked•Group of hackers loyal to SyrianPresident Bashar Assad claimresponsibility for the hoax, tweetingout:"Ops! @AP get owned by SyrianElectronic Army! #SEA #Syria#ByeByeObama."
  14. 14. Chick-Fil-A and FakeFacebook Profiles
  15. 15. Chick-Fil-A and FakeFacebook Profiles•Chick-Fil-A president Dan Cathy takesstance in opposition to gay marriage•"We intend to stay the course. We knowthat it might not be popular witheveryone, but thank the Lord, we live ina country where we can share our valuesand operate on biblical principles."•Offended customers, observers andcelebrities take to Twitter to blast them
  16. 16. Chick-Fil-A and FakeFacebook Profiles•Jim Hensons Creature Shop Puppet takesissue with the stance, saying it will notsupply toys any longer•Chick-Fil-A recalls toys, saying there isa safety issue•Consumers dispute claim about a "safetyissue" on Chick-Fil-A’s Facebook page
  17. 17. Chick-Fil-A and FakeFacebook Profiles•Two Facebook accounts appear,apparently solely to defend Chick-Fil-A•In response, a girl named "Abby Farle"argues the toys were recalled weeksbefore the stance•A Facebook user outs Farle as a puppetaccount, created only eight hours before
  18. 18. Chick-Fil-A and FakeFacebook Profiles•One is deleted, and the other is "outed"when the profile picture turns out to bea stock photo of a random teenage girl
  19. 19. Chick-Fil-A and FakeFacebook Profiles•Chick-Fil-A posts on its Facebook Page•"The Chick-Fil-A culture and servicetradition in our restaurants is to treatevery person with honor, dignity andrespect – regardless of their belief, race,creed, sexual orientation or gender"•Post receives more than 47,000 Likes and10,000 comments in hours
  20. 20. KitchenAid andObama’s Dead Grandma
  21. 21. KitchenAid andObama’s Dead Grandma•KitchenAid Twitter account posts duringpresidential debate•The tweet references Obamas deceasedgrandmother, Madelyn Dunham, who diedin November 2008•The company deletes the message andapologizes, but it had already beenretweeted many times•Many Twitter users write that the personwho sent the tweet would be fired
  22. 22. KitchenAid andObama’s Dead Grandma•Hours later, Cynthia Soledad, whoidentified herself as "the head of theKitchenAid brand," took to Twitter toexplain what happened and apologize toPresident Obama.
  23. 23. Kenneth Cole and theArab Spring
  24. 24. Kenneth Cole and theArab Spring•During the Arab Spring uprising, KennethCole himself tweets about company’s sale•Uses the hashtag #Cairo, which istrending worldwide at the time•Gaffe ignites media firestorm•Hashtag #boycottKennethCole appears
  25. 25. Kenneth Cole and theArab Spring•Satirical @KennethColePR accountappears•Fake tweets and ads like "People fromNew Orleans are flooding into KennethCole stores!" and "Wardrobe got youwater-BORED? GITMO of our new springcollection" appear
  26. 26. Kenneth Cole and theArab Spring•Cole apologizes on both Twitter andFacebook within hours, saying he wasnt"intending to make light of a serioussituation"
  27. 27. What toLearn(plus a few generally good ideas)
  28. 28. Assign a monitor
  29. 29. Have a plan or aschedule
  30. 30. Be transparent andopen
  31. 31. Respond in a timelyfashion
  32. 32. Start conversations,and participate
  33. 33. Don’t overshare,or become intrusive
  34. 34. Don’t become a trollor engage in flamewars
  35. 35. Make timely, regularposts
  36. 36. Share photos and video
  37. 37. Give something ofvalue
  38. 38. Graham GarnerVice President for Marketing andCommunicationWartburg CollegeSocial media handle: