Cancel culture is trending, growing rapidly and marketers, you're the target. Cancel culture is tumultuous and unpredictable and when they strike, the result can be detrimental. That’s why safeguarding your brand is a crucial component for protecting your brand from a crisis. This masterclass comes equipped with a social media action plan and brand message strategy perfect for any marketer, ensuring your brand can withstand a PR nightmare.

1. CANCEL CULTURE:
YOU CAN RUN, BUT YOU CAN’T HIDE
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2. Your Presenter.
Dino Kuckovic
Director of Community & Events
Falcon.io
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@dinokuckovic
NYC.
CPH.

3. Setting the scene
Safeguarding your brand
Q&A
Today’s Agenda.
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4. SETTING THE SCENE
Why brands need to pay attention to cancel culture.

5. Cancel culture refers to the popular practice of
withdrawing support for (canceling) public figures
and companies after they have done or said
something considered objectionable or offensive -
whether it be online, on social media or in person.
cancel▪culture noun
[ kan-suhl kuhl-cher ]
Source: dictionary.com

6. The Case Against CC.
Mob-mentality
No room for open debate
The Case For CC.
Step toward social justice
Outlet for underserved groups

7. What it all means
for brands.
Marketers on the digital frontlines.
• Getting involved is risky, staying silent riskier
• Consumers want action
• Activism and boycott part of daily society
Source:
Edelman
Trust
Barometer
64%
of consumers care about
brand positioning on a
social or political issue
56%
of consumers believe
brands use societal issues
as a marketing ploy
73%
are less likely to cancel a
purpose-driven brand
72%
feel more empowered to
share their thoughts or
opinions about brands
88%
more willing to forgive a
brand willing to change
84%
likely to forgive brand for
a first-time mistake

8. SAFEGUARDING YOUR BRAND
Social media action plan.

9. Be a Loved Brand.
More than a brand, business or product.
• Make an emotional and value connection
• Understand your audience
• Showcase a personality
• Establish strong partnerships
• Quality products or services
CLUSE
video
response
in
Facebook
DMs
Why it worked? Personalized, quick
win, special occasion, good replacement
for in-person shopping experience.

10. Prepare Inside Out
• Be the brand guardian
• Focus on purpose & re
fi
ne messaging
• Any skeletons?
• Open and genuine comms & persona
& Outside In.
• Review partners, suppliers,
in
fl
uencers
• Value alignment?
• Align marketing with expectations
Brand Tips:
1. Always have an integrated crisis
communication plan in place.
2. Conduct proper media training to
combat negative publicity.
3. Create an internal SoMe Playbook &
Media Relations Guide to use and
distribute.
4. Cancel your brand before someone else
has the chance to.

11. Hire for Diversity
Enforce Morality Clauses

12. Budget.
You need a “cushion”.
• Many don’t budget for boycott
or cancelation
• Domino e
ff
ect of being
canceled
• Forecast worst-case scenarios
The average Marketing
budget allots 14% to social.
Breakdown of
an average
marketing
budget.
$4.3M
average global cost of a
social media crisis

13. Monitor and Listen.
Proactivity meets social listening.
• Consumer behavior, attitudes and
mainstream life is moving fast
• Social listening can catch crises early on
• Know your audience and be hyperaware
of triggers
Maker’s
Mark
social
listening
impact.

14. When To Defend
the Brand?
In short: ASAP!
• Agree on how to respond to
cancel culture internally
• Tell the truth, it’s uncomfortable
but you’ll gain audience respect
KFC
suspends
its
'
fi
nger
lickin'
good'
slogan
because
of
coronavirus.
Why it worked? Owned it, fast,
true to brand, health-
fi
rst CTA.

15. Focus on Your Key Message.
Don’t forget: KISS.
• Social listening can help develop the message
• Cohesion cross-channel
• Address the controversy but focus on the positive
Where to start:
1. Consider your brand values and
identity in relation to audience
beliefs
2. Evaluate your opinion in the
situation
3. Be accountable, remain neutral
4. Do this exercise: write-look
-language
FedEx quickly met with the customer and
resolved the issue. They were able to make
amends with the customer who uploaded the
video before he could express any further
dissatisfaction to his followers on social.
Damage control done.
FedEx posted a video apology from their Senior
VP of Operations, Matthew Thornton III. The
apology was candid and straightforward, and
made it clear that the company was addressing
what happened.
To drive home the point from the video, and
give customers and the press another look at
the company’s response to the issue, FedEx
posted a blog article titled “Absolutely, Positively
Unacceptable.” It reinforced that the company
considered the issue serious, and was
responding to it.

16. Move With the Environment.
It will help with planning.
• Content planning and adaption is in-the-moment
• Ramp up that team if you can
• Create content aligned with socio-political
environment in mind
Brand Tips:
1. Pre-approved templates on standby
2. Be ready to pause content
3. Playbook and crisis documentation updated and accessible
4. Identify stakeholders for appropriate escalation
5. Enlist tooling
6. Consider a dedicated customer service account
Source: McKinsey & Company

17. You can’t hide.

18. 1. Monitor for pending brand risks using social listening tools.
2. Pause all content.
3. Activate the crisis team at first sight of a brand cancelation.
4. Notify legal with screenshots.
5. Focus efforts on messaging development.
6. Do not post anything on social media until legal, marketing,
and the PR team have come to an agreement.
do try this at home
Key Takeaways.

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