Chick-fil-A Public Relations Nightmare:                        How Things Could Have Been Different                        ...
Chick-fil-A President Dan Cathy                             ruffled a few feathers.Monday, March 4, 2013
Monday, March 4, 2013
The                        BacklashMonday, March 4, 2013
Crisis Management   ModeMonday, March 4, 2013
Why not turn to your own fans?Monday, March 4, 2013
Fan Hierarchy                            Brand                           Defenders                         Brand Advocates...
Usually, a Brand      Advocate could suffice...Monday, March 4, 2013
...but Chick-fil-a needs a                           Brand Defender.Monday, March 4, 2013
Fortunately, @Chickfila has built an           army of followers so how we can          leverage that passionate following?...
By July 2012, Chick-fil-a has assembled ~170k followers.Monday, March 4, 2013
?             They just don’t know who comprised the fanbase.Monday, March 4, 2013
Insightpool uncovered Chick-fil-A had already          captured some prominent and powerful influencers.Monday, March 4, 2013
But, which key influencers would be                         most interested about this topic?Monday, March 4, 2013
In seconds, Insightpool identified 116 CFA fans               that were openly gay according to their profiles.Monday, March...
But none topped Justin Heling.Monday, March 4, 2013
Justin was already talking about the subject.Monday, March 4, 2013
Justin’s sentiment was being carried                           further by the network effect.Monday, March 4, 2013
...but best of all...Monday, March 4, 2013
Monday, March 4, 2013
Justin was defending Chick-fil-A,                        and yet, Chick-fil-A had no clue.Monday, March 4, 2013
What should Chick-fil-a have done?Monday, March 4, 2013
Put Justin front & center,          and let his voice be heard.Monday, March 4, 2013
but how?Monday, March 4, 2013
Twitter has given brands the ability                          to promote their own tweets.Monday, March 4, 2013
Promoted by Chick-fil-a                        Who better to promote than Justin?Monday, March 4, 2013
How can we help?                Adam Wexler, Chief Evangelist Officer           adam.wexler@insightpool.com | @thewordpaint...
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Insightpool - Chick-fil-A Public Relations Nightmare Solution

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Chick-fil-A experienced significant backlash in the Summer of 2012 when their President, Dan Cathy, vocalized his personal sentiments towards same sex marriage. Learn how Insightpool was able to uncover Chick-fil-A's best resource, and they didn't even know he existed.

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Insightpool - Chick-fil-A Public Relations Nightmare Solution

  1. 1. Chick-fil-A Public Relations Nightmare: How Things Could Have Been Different July 2012Monday, March 4, 2013
  2. 2. Chick-fil-A President Dan Cathy ruffled a few feathers.Monday, March 4, 2013
  3. 3. Monday, March 4, 2013
  4. 4. The BacklashMonday, March 4, 2013
  5. 5. Crisis Management ModeMonday, March 4, 2013
  6. 6. Why not turn to your own fans?Monday, March 4, 2013
  7. 7. Fan Hierarchy Brand Defenders Brand Advocates Brand Loyalists Brand FansMonday, March 4, 2013
  8. 8. Usually, a Brand Advocate could suffice...Monday, March 4, 2013
  9. 9. ...but Chick-fil-a needs a Brand Defender.Monday, March 4, 2013
  10. 10. Fortunately, @Chickfila has built an army of followers so how we can leverage that passionate following?Monday, March 4, 2013
  11. 11. By July 2012, Chick-fil-a has assembled ~170k followers.Monday, March 4, 2013
  12. 12. ? They just don’t know who comprised the fanbase.Monday, March 4, 2013
  13. 13. Insightpool uncovered Chick-fil-A had already captured some prominent and powerful influencers.Monday, March 4, 2013
  14. 14. But, which key influencers would be most interested about this topic?Monday, March 4, 2013
  15. 15. In seconds, Insightpool identified 116 CFA fans that were openly gay according to their profiles.Monday, March 4, 2013
  16. 16. But none topped Justin Heling.Monday, March 4, 2013
  17. 17. Justin was already talking about the subject.Monday, March 4, 2013
  18. 18. Justin’s sentiment was being carried further by the network effect.Monday, March 4, 2013
  19. 19. ...but best of all...Monday, March 4, 2013
  20. 20. Monday, March 4, 2013
  21. 21. Justin was defending Chick-fil-A, and yet, Chick-fil-A had no clue.Monday, March 4, 2013
  22. 22. What should Chick-fil-a have done?Monday, March 4, 2013
  23. 23. Put Justin front & center, and let his voice be heard.Monday, March 4, 2013
  24. 24. but how?Monday, March 4, 2013
  25. 25. Twitter has given brands the ability to promote their own tweets.Monday, March 4, 2013
  26. 26. Promoted by Chick-fil-a Who better to promote than Justin?Monday, March 4, 2013
  27. 27. How can we help? Adam Wexler, Chief Evangelist Officer adam.wexler@insightpool.com | @thewordpainterMonday, March 4, 2013

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