The presentation highlights what is Streisand effect and how this internet phenomenon effects corporations and celebrities. Further highlights social bloopers along with case studies of how companies have made mistakes on social media platforms. Aishik Saha has been instrumental in collating the cases. This presentation gives interesting insights on International and Indian brands goofups on social media, especially on Twitter

1. Moses Gomes, Digital Marketing Expert

3. It is named after American entertainer Barbra Streisand, whose 2003
attempt to suppress photographs of her residence in Malibu, California,
inadvertently drew further public attention to it.

4. Barbra Streisand's lawyers sent a cease and desist letter to the
California Coastal Records Project regarding the inclusion of a photo
of her Malibu beach house on its website.

5. When the website operators rejected that letter and a followup
letter, she sued. On 3 December 2003, the Los Angeles
Superior Court issued a statement that they were dismissing
the suit.

6. The previously not-famous CCRP website includes more than
12,000 overlapping aerial photos of the entire California
coastline (with the exception of the area around Vandenberg Air
Force Base), plus a collection of about 55,000 additional photos
that currently date back to 1972.

7. Skoda case study
Streisand effect
This is a case study of 2008, but still
better example on negative impact of
Social Media

8. Case study
• Mr. Harish Kanchan has been fighting with Skoda for the
last one year now.
• Skoda dealer in Mumbai, Nummer Eins (earlier
Showroom on Juhu Tara road ) had replaced spurious
parts in his car to the tune of around 4 lakhs rupees
during servicing.
• Harish followed with Skoda India management , who in
turn tried to STOP Harish from going further on this
issue.
• Harish approached the district consumer forum which
gave an interim ruling ordering Skoda to release his car
repaired to its international standards immediately.
http://www.team-bhp.com/forum/indian-car-scene/55796-team-bhp-stands-truth-but-skoda-wants-instigate-team-bhp-its-
users.html

9. Case study contd..
• Skoda in turn appealed this decision and took it to the
state forum which stayed the release of his car. The
case is pending.
• During this time Harish posts the entire details on team-
bhp.com (website on car reviews) which received more
than 500 replies and 60,000 views in less than a month
time.
• Skoda finally realizes this and actually threatens team-
bhp and their users with legal issues.
• team-bhp moderator posts the entire threat mailed by
Skoda and started another discussion! This post on the
forum has received 1,306 replies and 100,000+ views in
just 10 days!

10. Result
• Skoda in short have lost a lot of potential customers.
Instead of accepting the racket, apologizing to the public
and coming clean.
• They’ve now landed in a mess which is going to take
some serious cleaning up.
• Users are talking to each other about this incident and
purchase decisions are based on such conversations.
That’s the power of social media.

11. The website has more than 40,000 registered users, and most
of the car and bike buyers visit this site for reviews

12. This is the review by Harish on www.team-bhp.com,
along with the pics of faulty parts comparing with the originals.

13. This was the team-bhp.com moderators reply to Skoda’s threats

14. Result
• With 40,000 registered users on team-bhp.com they
created negative publicity on Skoda, influencing decision
of the buyers by word-of-mouth
• Even print publications like Mumbai Mirror, Mid-Day,
Times of India, Maharashtra Times, Navbharat Times,
The Hindu, etc carried the story.
• Nummer Eins lost its dealership of Skoda
• Sales started declining

15. Aircel case study

16. Case study
• The Milan subway in Mumbai apparently has a history of
flooding during the Monsoon season.
• So, Aircel when they launched in Mumbai, a mobile
company, betting on an almost sure thing, placed a
billboard at the station with a real rescue boat tied to it,
its logo and the tagline “In case of Emergency, cut
Rope”.
• On July 15, 2009 the bet paid up and the station was
flooded. AIRCEL staff, wearing tees with the company's
logo was on hand to cut the rope and offer "emergency"
transport to the stranded commuters, in full camera view
of course.

17. The Story Begins….

18. A Few Days Back…At Milan Subway

21. History Repeats Itself…On 15th July’09

22. Water Water Everywhere…

23. The Rope Was Cut……

26. We Are Happy To Help…Aircel

27. A Solution…And CSR
*CSR-Corporate Social Responsibility

28. People Using “Aircel Boat”…That’s What They Called It !!

32. Reaching Destinations…

33. Under The Bridge…Trying To Rescue

34. And Finally…

35. Everybody Talking About……

38. Result
• The company received quite a bit of "hero" press and
was even held up as an example to the Government
agency BMC of how to prepare for an emergency.
• It was almost guaranteed the subway station would
flood, leading to stranded and distressed commuters,
who would be willing to get in the boat and be "carried"
to safety by men wearing AIRCEL tees.
• With all the media present, the story could not be
reported without the mention of AIRCEL and the images
show its customers that the brand cares and is always
there for them, even in times of emergency.

39. Achievement
• Aircel prominent in all media coverage
• This also marked the entry of Aircel in Mumbai
• The PR agency prepared a presentation on the same
and mailed to friends and also uploaded on online
forums.
• Aircel did not just advertised “Happy to Help” it showed
this in their actions….

40. Aircel’s initiative on google search rating

41. Social Media BLOOPERS

43. On Sept 20th 2013,
Reviewer Gandhi, a
Twitter user tweeted
saying he wants to
marry the daughter
of Vodafone India’s
daughter.
Vodafone India
responded by giving
a standard response
to that tweet!!
Vodafone India

44. Tata Docomo
Tata Docomo went ahead
with an open ended
conversation on their
timeline without mentioning
the person for whom these
were intended. Three back
to back tweets in a 15
minute timeframe and yet
they failed to check the
error until someone
responded back!

45. Star Sports
The most (in)famous of
bloopers of all times
happened when the SM
exec/mgr of Star Sports
accidently tweet-abused
using the client handle while
being engaged in the
conversation from his
personal handle on a
different window.

46. MTV India
Popular youth channel MTV India made a
huge blunder when accidentally they
wished the vocalist of Beatles, John
Lennon a very happy birthday and a
joyous year ahead!

47. NDTV Good Times, Sunrisers IPL

48. GoIbibo Vs MakeMyTrip
MakeMyTrip announced a contest on
19th Nov 2013. Few days later, GoIbibo
came up with a similar contest with the
exact tweet. MakeMyTrip did a great
job by taking a screenshot of both their
tweet as well as the counterparts’ and
reposting it as a single tweet asking
people to find differences. It got re-
tweeted 17 times with 19 comments as
responses!
Oh wait! Picture abhi baki hai
mere dost :)

49. GoIbibo Vs MakeMyTrip
The trip down
the laughter lane
began when a
strong influencer
on Twitter,
Harshdeep Singh
a.k.a@_harshde
ep got involved
in this
conversation.
Another example
of putting
standard

50. INOX Leisure Ltd, Ford Fiesta
When Facebook updates gets RE-POSTED
as tweets!!

51. L’Oréal India
Spams on the Facebook Timeline of
L'Oréal India which went unnoticed by
the SM agency were highlighted as
soon as people noticed it

52. Jabong.com
When you copy
paste JD’s, this is
what is likely to
happen!!

53. How do agencies handle the
blunders?
Star Sports

54. MTV India

55. Fortis Healthcare
While celebrating Breast Feeding Week, Fortis Healthcare started a campaign on Twitter:
#AgarMaKaDudhPiaHaiTo
The exact tweet was :
And the CONTEST starts! Use#AgarMaKaDudhPiaHaiTo as the hash tag and post creative one liners!! :D
— Mamma Mia (@mammamia_off) August 2, 2012
When the campaign backfired, they
said: Our account was hacked.
This is the exact tweet.

56. NDTV Goodtimes

57. What are the damages of these unintentional man made
disasters?
• The brand becomes a laughing stock.
• The social space leaves no stone unturned to
publicize to the maximum possible extent.
• In the aftermath, the brand has to invest
time and effort in trying to neutralize the
negatives arising out of this blunder.
• The poor agency starts sweating by the
buckets and one naive executive loses his /
her job.
• Is the damage reversible? Unfortunately not,

58. How to avoid blunders?
• Sensible allocation of resources : Brand pages and handles cannot be left at
the mercy of young inexperienced interns. Not that interns should not be
hired, but till the time they are groomed, they rather be under watchful eyes.
• Eyes wide open : Too much of multi-tasking is harmful. You want to say
something to your friend through your personal Twitter handle, but end up
tweeting the same thing from the client’s handle. Alt-tab-ing personal
window and client window will lead to mistakes like what Star Sports
experienced.
• Periodic audits : Keep checking how your teams converse on behalf of your
brands. Make sure that they know that there is someone doing random
checks. This will make them more careful and alert. Getting internal
feedbacks from managers is better than getting fired, no?
• Sensitization: Make the executive / manager feel responsible for the success
of the effort on the brand. Drive a culture of ownership of the effort with
adequate appreciation for good work and guidance along with hand-holding
for upscaling and enhancement.

59. Thank You
Inputs taken from:-
http://www.socialwavelength.com/what-we-
believe/blog/
SocialSamosa.com
Exchange4Media.com
Dgtully.com
Slideshare.net
WoolfMedia.com
Image courtesy: Google, Getty Images, Pinterest

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