Shira Abel presents her top 10 examples of reputation management gone wrong by companies on social media and the internet. These include misuses of hashtags by Habitat and Kenneth Cole, a policy violation by Google Chrome, an inappropriate word used by Chrysler, a naming issue by Netflix, Regretsy being criticized by PayPal, controversial "Motrin Moms" ads, GoDaddy's support of SOPA hurting its reputation, a blogger conference mishap by ConAgra, a public relations firm attacking a webcomic, and Anthony Weiner's sexting scandal. She concludes with lessons about being careful online, having a sense of humor, apologizing when mistakes are made, and hiring reputation management help
Shira abel smx reputation-management-presentation-january-2012-shira-abel-withmaster -sw
1. @shiraabel
@shiraabel
Oh dear.
What were
they
thinking?
Reputation Management Gone Wrong
Shira’s Top 10 Favorite *Ahems*
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Shira Abel
• CEO, Hunter & Bard
• 10+ years in hi-tech internet marketing
• EMBA from Kellogg School of
Management, Tel Aviv University Branch
• Lectured worldwide on digital marketing
• Marketing blogger, Twitter fiend
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Number 10
Habitat & Kenneth Cole –
#HashtagSpamHell
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Number 9
Google Slams Chrome For Policy Violation
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Number 8
Chrysler : The F-Bomb has fallen
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Take Aways
Realize anything you send via email can
be published
Honey gets you more than vinegar
A sense of humor goes a long way
Don’t lie when you get caught
Apologize
If you do mess up to the level of
Weinergate – hire a reputation
management company to help fix your
reputation
THANK YOU
Habitat’s Twitter Fail was in June 2009 – used hashtags to spam walls of people looking for specific keywords #mousavi – last prime minister of Iran. The election sparked protests where many ppl died & Habitat used his name as a hashtag to promote their productsTWO YEARS LATER – Kenneth Cole makes a similar mistakeThey didn’t just add the hashtag to irrelevant tweets – they crafted bad taste messaging as well
Google hires agency to handle campaignAgency pays bloggers to write about ChromeBloggers post “Sponsored by Chrome” posts giving zero valueGoogle punishes ChromeNo Chrome listings under “Browser” for 60 days
Bad tweet from agencyAgency and tweeter fired
Always check the biggest social platforms before choosing a name, nuff said
Clusterfuck and the perfect example of why companies need to make sure customer service people have a brain before hiring. Not everything can be solved with “policy”
Babywearing is a fashion? Bite me.Nov 2008
GoDaddy supported the Stop Online Piracy Act. Then they lost over 70,000 domains (way more than that actually) and they changed their minds. By magic.
FOOD Bloggers were invited to a night of gourmet food and were served Marie Calenders frozen foodMr. Binder spoke against artificial ingredients while Ms. Binder mentioned being allergic to food coloring. When the lasagna arrived, Ms. Binder was served a zucchini dish, while Mr. Binder was served lasagna.
Dick customer service guy takes it too far & claims he knows the worldDave – the customer who wants his game controller, does know the world – and cc’s them on emailsPaul from Ocean Marketing keeps up his stupidity and the world is entertained by the results
Ever DM something you shouldn’t? I have, but nothing like that. NOTHING. LIKE. THAT. Seriously, WTF?So much better bc of his last name…