A case study of prominent crisis handling campaigns done using digital media

1. Crisis Handling in The Digital Age

2. Tapping into the national conversation surrounding
sugary drinks and obesity — Coca-Cola attempted
to appear caring and responsible.

4. "Don't drink Coke. It is killing you
and your family."

6. But what has really changed?

7. Why has digital media impacted
‘crisis communication &
management’

8. BRAND / ORGANIZATION
COMMMUNICATION

9. Where Communication was..
•One to Many
•Brand
Positioning(Controlled)

10. The Traditional Print ad

11. The Television Commercial
http://youtu.be/-U55oYqhgT4

12. But today a TVC is not a one way
communication between the brand
and the audience on TV

13. People are talking about it,
across platforms

14. On YouTube

15. On Twitter

16. On Blogs

17. Audience
Audience
Brand/
Organization
Thus, the communication landscape today

18. A Facebook log-out page ad run by Airtel

19. You don’t control the message,
it’s flow or who delivers it

20. At times not even the media you
buy!

21. Communication is not
controlled

23. “Airtel was spending 25-30 lakhs per day
to allow people to criticize their brand”

24. Even Gillette faced the same challenge

25. An Fb sponsored post ad by ISB

26. But these brands are
still big .
Social Media Chatter
cannot lead to any
long term crisis

27. Gurbaksh Chahal, CEO of Radium One with US President Obama

28. Brief Summary :
In April, RadiumOne found itself in the spotlight as its CEO
faced domestic violence charges. It was reported that video
footage showed him attacking his girlfriend, but that the
footage had been ruled inadmissible in court. Although
Gurbaksh Chahal was facing 45 felony charges, he made a
plea deal, which saw him plead guilty to two
misdemeanours (domestic violence battery and battery), and
escape jail time.

29. Response on Social Media:
Public response to the sentence has been harsh. On Twitter
countless angry tweets were aimed at
the@RadiumOne and @gchahal accounts, as well as the
accounts of some of Chahal’s financial backers.
There was a #DropRadium hashtag in use which circulated on
Twitter, and a petition on Causes.com for RadiumOne’s board
to drop Chahal as CEO. The petition had more than 2,800
supporters.

30. On Twitter

31. Facebook users flooded the RadiumOne Facebook
page with a stream of angry comments. Many
said Chahal should step down or be fired.

32. Is it true @Walgreens? Are you a @RadiumOne client – a
company that has a violent domestic batterer as its CEO?
#dropradium #DoTheRightThing
— Patricia Calfee (@PatriciaCalfee) April 26, 2014
On Twitter

33. Business Impact
• The controversy became a rage on social media platforms like
Twitter and Facebook with thousands of people talking about it.
Companies associated with Radium one, like Condé Nast said it
was reconsidering its partnership with RadiumOne.
• TechCrunch announced that it was dropping the brand as a sponsor
of Disrupt New York, and published an open letter to the all-male
board.
• The Democratic National Committee has returned a $20,000
donation Chahal made.
• The board fired Chahal, and he vented on his blog and over social
media about their betrayal, also threatening some form of “legal
recourse” against RadiumOne.
• Chahal launches a competitor to RadiumOne called Gravity4.

34. Q: But can a potential crisis
scenario lead to an opportunity?

35. Ans: Yes it can

36. TACO BELL CONTROVERSY

37. The suit claims that
Taco Bell
misrepresents the
contents of its beef;
The restaurant calls
it “seasoned ground
beef” or “seasoned
beef,” whereas the
substantial majority
of it’s products is
comprised of
substances other
than beef

39. Even if watching Skins does tear
away at the youth's moral fiber, it
pales in comparison to the
stripping of your stomach lining
that those heaping bags full of
late-night 89-cent items off their
Why Pay More Menu will result
in.

40. They detected it in time.

41. And…

42. They shared the
video on their
Facebook Page

43. On their Twitter Profile

46. George Stephanopoulos is anchor of ABC's
"Good Morning America."
“I think attacking our brand is like
attacking a person. It’s just
unacceptable when there aren’t any
facts to support it,” Creed said on
“GMA.”
An off-line integration with the talk show - Good Morning America

47. Impact

50. The full-page print ads in the Wall Street
Journal, USA Today, New York Times and
other papers as well as online ads

52. And our lessons..

53. Monitoring ,Understanding & Responding

54. Capturing
conversations
from across
the web
A human layer
to collect
relevant
conversations &
group them
Analyze
conversations
to derive group
specific insights
Map
conversations
to derive
intelligent
insights for the
brand
ORM :
Our Process

56. Monitor &
Understand
Scenarios for crisis
management &
prepare for them
Have external teams
or consultant in sync
Be tightly integrated
across social media
Understand &
Respond asap,across
platforms &
mediums
Have a content
creation team to
tailor your response
If you know are right,
use it as a marketing
technique

57. But can you use someone else’s
crisis as an opportunity?

58. Before that..

59. The worst crisis possible

60. Dear Coke… !!

61. Vodafone seems to be
spreading a very different
kind of ‘happiness’

62. The times aren’t that good !

63. Red Cross-#oops!

64. The Red Cross found itself in a potential crisis situation on
Twitter when one of its employees, that tweets from
the @RedCross twitter account, inadvertently sent a tweet
that was meant for her personal account

65. A witty response by Red Cross

66. And the Red Cross employee responded too

67. And people participated, enjoying the
experience.
The tweet generated a bit of buzz among
bloggers and the Twitterverse, but so did the
fun and quick response by the company.

68. But these guys saw an opportunity:

70. And the audience participated