Kratke in burne krizne razmere v Lidlu zaradi cene kanujev v Sloveniji (v primerjavi s ceno istega predmeta v Avstriji) Kako se je začela kriza, kako se je odzval Lidl, kako se je stanje ublažilo in kako dolgo je trajala kriza. Kako je kriza rešena? BigBox.solutions office@bigbox.solutions

1. © All Rights reserved. BigBox.Solutions 2019
Lidl
Slovenija
Anatomy of the short social media crisis:
CANOE HAPPENED
Copyright: BigBox Solutions, 2019

2. © All rights reserved. BigBox.Solutions 2019
CANOE
crisis without prices
Source:
Twitter (July 2019)

3. © All rights reserved. BigBox.Solutions 2019
How the crisis started
How did the crisis spread
How long did the crisis last
How Slovenian Lidl responded to the crisis
How Slovenian Twitter community has softened the crisis
What was the real price of the crisis
In nutshell: the canoe Twitter case

4. © All rights reserved. BigBox.Solutions 2019
The Crisis Source
It started with a single tweet.
As it usually starts.
A twitter user, at 11:33 am, on July
28, without a comment, posted a
photo comparing two catalogues
and two prices, with a pretty much
big price difference between two
countries.

5. © All rights reserved. BigBox.Solutions 2019
Lidl’s response
I took Lidl 10 hours to respond to the crisis which was already going on the whole day on 28th of July. Lidl
replied in two, not-connecting tweets, using not even the thread option but numbers only, making it difficult
(intentional or accidental) to understand its own clarification. And the reply went unnoticeable, with only
one RT for each of the tweets.
It took Lidl to respond
…a while

6. © All rights reserved. BigBox.Solutions 2019
Crisis development and duration
the crisis pick started the day after
the risk tweet was launched.
The real buzz started the day after, on July 29, and lasted only
one more day, until the July 30. The buzz was totally indifferent
to the official Lidl response, and evolved with its very interesting
course.
Number of relevant tweets, by crisis
days

7. © All rights reserved. BigBox.Solutions 2019
go
in-depth
Analytics:
(1) Sentiment distribution

8. © All rights reserved. BigBox.Solutions 2019
It started with an anger and protest. The majority
of Twitter users were objected the “canoe-prices”
on the first day. Almost the entire percentage of
the negative attitude towards Lidl, happens
immediately after finding out the price
discrepancy.
When they expressed negative sentiment, the
Slovenian Twitter users most often spoke of a
bad business decision and about a lower
standard of Slovenians, finding it unfair to treat
Slovenian consumer that way.
The topic they most often addressed was
consumer rights.
Sentiment distribution

9. © All rights reserved. BigBox.Solutions 2019
However, the most of twitterers
were completely neutral, either
joking at the expense of Lidl slogan,
either at the expense of others who
do not know the differences
between canoes and kayaks, or just
playing with words (“find a movie/
song with a canoe in it”…).
One influential group of Twitter
users softened the mood of the
society, minimising the whole
problem and expressing boredom.
Neutrals

10. © All Rights reserved. BigBox.Solutions 201910
Results
identifying
influencers
Analytics:
(2) Lead generation

11. © All rights reserved. BigBox.Solutions 2019
The crises was soften up thanks to the
expressed “you are not cool if you are
concerned about this” attitude, by the
Slovenian influencers.
Insisting on boredom with the issue, and
expressing “the no problem” attitude,
took the whole crises in favour of Lidl,
without Lidl to make a small step toward
it.
Was it grass root? Or
conducted?
Who softened-up the crisis?
Twitter users sorted by neutral number of
tweets/faves
Lead generation during crisis
*profile photos are fake

12. © All rights reserved. BigBox.Solutions 2019
gathering
intelligence

13. © All rights reserved. BigBox.Solutions 2019
When analysing big data and warming it up, we are learning everything about
the case.
Social media intelligence (SMI) represents the state of the art technology
solutions and methods used to monitor social media including social
conversations and emerging trends. This big data is then analysed and used
to create meaningful content and reach best business or political decisions
and strategies.
Was it a grass-root or conducted?
That is what we are talking about!

14. © All rights reserved. BigBox.Solutions 2019
• IMPROVE crisis management
• BOOST camping performance
• PROTECT your brand health
• UNDERSTAND the real problems
• KNOW HOW to approach them
• SEE your weak and strength points
• GET to know your competitors
• DEVELOP powerful strategy
listen. understand. act.
BigBoxData helps you to:

15. © All rights reserved. BigBox.Solutions 2019
For more information:
office@bigbox.si
Thank you!
BigBox.Solutions
Tatjana Vehovec