传媒界模板之看看大众传媒搞砸了些什么AShorH

AShortHistoryofSocialMediaScrewUpsPresentsThisisashorthistoryofhowsocialmediatransportedPR,marketing,advertisingandcorporatecommunicationoutofthestoneage.Therewasatimewhencompaniesstillcontrolledtheirmessagetothepublic.September2004AKryptonitelockispickedapartbyabloggerwithaBicpen.Firstblogs,thentheNewYorkTimesamplifythefeatasthecompanyfailstorespond.SocialRelevance:Viraleffectcosts$15millioninproductrecalls.June2005L’OrealisskinnedalivebythefirstbigfakeblogfiascoSocialRelevance:Thefirstdemonstrationthatflashyadvertisingvaluesdon’tworkinsocialmedia.August2005JeffJarvisinvents“angrybloggerslamscustomerservicesyndrome”.HundredsofothersblogaboutsimilarshoddyDellcustomerservice.SocialRelevance:Dellisoneofthefirstcompaniestolearnthat,insocialmedia,youignoreyourcustomersatyourperil.April2006Chevy’sDesignyourownTahoecompetitionlosesitsbigendtocrowdsourcedcomplaints.SocialRelevance:Abigbrandlearnsfirst-handithasnocontrolwhenitcomestosocialmediamarketing.June2006Dell’sreputationgoesupinsmokeafterleadingtechblogGizmodopublishesphotoofexplodinglaptop.SocialRelevance:Thepowerofasingleimagethatspreadsonline.Dellforcedtorecallmorethan4millionlaptopbatteries.June2006DietCokeandMentos–Whoknew?ThiswasoneofthefirstYouTubememes,copiednumeroustimesandwithmillionsofviews.SocialRelevance:Coca-Colahateditandcomplainedbutlatercametoembracesocialmedia.“Ourconsumerscontrolourbrand”becameitsmantra.June2006Asleepatthewheel:Comcasttechnicianbecomesposterchildforpoorcustomerservice.1.3millionviewthevideo.SocialRelevance:Comcasthumiliationcausedachangeinpriorities.SoonbecomesindustryleaderinTwittercustomerservicehelp.August2006StarbucksishitbyasatiricalattackonthepriceofFrappucinosasitfightsaccusationsofunfairlytreatingEthiopiancoffeeworkers.SocialRelevance:VideoslikethishighlightedStarbuckswaslosingtouchwithcustomers.Starbucksdecidestomakesocialmediaapriority.Folksy““Isn’tWal-Martgreat”travelblog““Wal-MartingAcrossAmerica””hitsareputationpot-holewhenunmaskedasbeingpaidforbycompany.SocialRelevance:BlackeyeforWal-Martamidaccusationsthatitwastryingtoshiftattentionawayfromcriticismofitslaborpractices.October2006December2006Sonysetsnewlowstandardforfakeblogswith“AllIwantforXmasisaPSP”.Theyevenmadeamemorablevideo,nowinfamous.SocialRelevance:Digitaleggonface.PSPfansareoutragedatbeingpatronised.Sonyissuessocialmediameaculpaandpullscampaign.January2007Valentine’’sDay:JetBluepassengersarestrandedforupto8hoursonrunway.Theyfilmandblogtheirordeal.SocialRelevance:JetBlueunderstoodhowitsreputationwasbeinghurtonlineandsoCEODavidNeelmanquicklycraftedaYouTubeapology.February2007TacoBellsufferstheultimatePRhorror,ratstakingoveroneofitsManhattanchains.AndalocalTVnewscrewwastheretodocumentit.SocialRelevance:Rodentsinthekitchenmakinglocalnewsisn’texactlynew.But1.2millionviewsonYouTube?That’sglobalembarrassmentandonestillviewed.March2007Greenpeace“punks”aKleenexTVadtoprotestKimberly-Clark’’sclear-cuttingofancientBorealforests.SocialRelevance:A5-yearcampaignreallytookoffonceGreenpeacemadeitsmessagesocial.In2009,Kimberly-Clarkchangeditssourcingpolicies.November2007Molson’’sfirstFacebookcampaignbackfired.Whocouldguess““Showeveryonehowyouandyourcrewgetthepartystarted!”wouldencouragephotosofbingedrinking?SocialRelevance:BecarefulwhatyouaskforwhenassociatingyourbrandwithunfetteredFacebookcontent.Asoberinglessonforabrewer.February2008GM,fastontheheelsofitspioneeringFastlaneBlog,launchesasocialnetworksite,GMNext.Its““green””sectionispilloriedbygreenactivists.SocialRelevance:Caughtintheheadlightsofconsumerire,GMsmartlydecidestoengageitscriticsadmittingsomeproblemsandrespondingonblogsandforums.April2008Unilever’sDovebrandfindsitselfonthereceivingendofanaggressiveGreenpeacesocialmediacampaignagainstpalmoil-drivendeforestation.SocialRelevance:Greenpeace,understandingthepowerofcompelling,shareablecontentusesYouTubetostokeconsumerireagainstthelargestpalmoilbuyer.June2008JCPenney’s““SpeedDressing”adwinsaBronzeLionatCannes.Justoneproblem:Neithertheretaileroritsadagencyclaimstoknowanythingaboutit.SocialRelevance:Insocialmedia,contentneverdies.WhenthemakersofthefauxadputitonlineandJCPenneydisownedit,SpeedDressing’’sfamewasboundtogrow.August2008ExxonMobilisn’tknownforitssocialmediachops.HencethesurprisetoseeitstartaTwitterfeed.Especiallyastheoilgiantknewnothingaboutit.SocialRelevance:InoneofthefirstcasesofTwitter-squatting,““Janet”showedoneoftheworld’sbiggestcompaniesthatitcouldn’tignoresocialmedia.November2008Motrin’ssassycommercialaimedatMomsbackfiresspectacularlyafteraTwitter-armyofmotherlydiscontentswarms.Johnson&Johnsonapologies.SocialRelevance:AsmallgroupofinfluentialTweetersusesthesocialmediamegaphonetonoisyeffect.Twitter,itseems,reallycangiveyouaheadache.February2009Thelaststraw:PepsiCo’sTropicanarebrandinggetspulpedfollowinganoutragedonlinereactionbyitstraditionalfanbase.SocialRelevance:Bewarethefocusgroup.PepsiCo’sresearchhadn’’tanticipatedthelevelofangercomingfromitsmostloyalcustomers.Thefiascocost$35million.February2009Skittlesembracessocialmediabycedingcontrolofitssitetocustomerchatter.Talkaboutmakingahashtagoutitastheairturnsbluewithobscenities.SocialRelevance:Socialmedia““experts’preach“Bewhereyourcustomeris”.Butthatdoesn’tmeanyoushouldgiveupyourbrandidentity.AboldsocialmediaFAIL.February2009TargetshootsitselfinthefootwhenitrefusestotalktoabloggerbecauseitclaimsTargetcustomersdon’treadblogs.SocialRelevance:Whohasinfluenceintoday’ssocialmediaworld?Targettookaveryold-schoolviewofthingsbutforgotthattheMSMdidn’’tshareitsoutlook.February2009LouisVuittonthreatenedtosuetheyoungdesignerwhocreatedthisDarfurcharityT-shirtclaimingIPinfringement.BlogsandFacebookhadafieldday.SocialRelevance:Intheolddays,aggressivelawyeringmighthavebeenadeterrent.Intoday’ssocialmediagoldfishbowlitlookslikecorporatebullying.April2009Inthewakeofanemployeegross-outvideothatspreadvirallyonYouTube,Domino’sUSApresidenttakesaleafoutofJetBlue’’sbookandissuesasocialmediaapology.SocialRelevance:Oncecrisiscommswashandledbypressreleasesandcarefullyco-ordinatedTVinterviews.Nowthediscourseplaysoutonlineinrealtime.June2009HabitatseemedtobegettingthehangoftheTwitterthing–untilitwascaughtpromotingnewproductsusinghashtagspam,includingtheIranianelection.SocialRelevance:Twittermaybeanewmediumbutyoushouldn’trelinquishcontrolofyourcorporatecommunicationto“anoverenthusiasticintern”.#FAIL!August2009DoocebloggerHeatherArmstrongcouldn’tgetMaytagtofixherwashingmachine.ShegrousedonTwittertoher1m+followers.Maytagrapidlydispatchedarepairman.SocialRelevance:Armstrong’sTwittercloutwasfarmoreinfluentialthanMaytag’’sownsocialmediapresence.Acaseofsupposedcorporatepowerturnedonitshead.July2009UnitedAirlineshandleshundredsoflostanddamagedbaggagecomplaintseachyear.ButaggrievedDaveCarrollwentviralwithhisballadofabrokenguitar.SocialRelevance:Unitedhad9monthstoplacateCarrollbeforehepennedhisprotestsong.Insteadtheywereconfrontedwithabacklashmillionsempathisedwith.October2009FromtheDept.of“Itseemedagoodideaatthetime.”PepsiCoquicklypulledthisAMPiPhoneappaimedatyoungguysafteritwaslambastedonTwitterassexist.SocialRelevance:Thedesireforsocialmediatomagicallyconnectwiththeyouthaudienceisfraughtwithdangerforbrands.Thisideadidn’’tgettofirstbase.Anothermonth,anothertwitterfiasco.Thistimeit’saroguehomophobicemployee.SocialRelevance:Socialmediaisoftendelegatedtojunioremployeesbecausethey“getit””.Doesn’tmeantheycanunderstandhowtoprotectacompany’’sreputation.February2010SouthwestAir’s““CustomerofSize”policyreceivesahigh-profileroastingwhentheairlinetargetsdirectorKevinSmithandhetweetshisexperiences.SocialRelevance:ForcingobesepassengerstobuyanextratickethadtakenabackseatonthenewsagendauntilSmith’stweettomillionshittheheadlines.February2010BritishretailerPaperchasegetshammeredbyanartistwhoclaimsinherblogthatthecompanyhasplagiarisedherwork,andrebuffedherofflinecomplaints.SocialRelevance:Unlikemanybigcorporates,Paperchasehadnosocialmediapresencepriortothisattack.Socialmediaswarmscanhitmid-levelcompaniestoo.February2010GreenpeacetargetedNestlebutonlywhenactivistsbesiegedNestle’sFacebookpageandthecompanygotaggressiveanddeletedpostsdiditbecomeaglobalstory.SocialRelevance:Nestle’sineptsocialmediacommunitymanagementmadeitlooklikeanarrogant,tin-earedcorporatetothepublic.JustwhatGreenpeacewanted.February2010May20108-yearoldkidsendscutecrayonplanedesigntoBoeing.Companyrespondswithstandardimpersonalrejectionletter.Kid’’sfatherblogsit.Boeingapologises.SocialRelevance:Boeingisn’tusedtodealingdirectlywiththepublicbutneverthelesstheageofreplyingwithautomatedlettersmustsurelybeover.June2010BPspillsmillionsofbarrelsoftheoilintotheGulfofMexico.FindsitsonlinePRresponsecloggedbyFacebookoutrageandafake,hilariousTwitteraccount.SocialRelevance:WhileBPspent£93monads,socialmediakeptthepressureon.350““BoycottBP”Facebookgroupsformedand188,000followedfake@BPGlobalPR.June2010EnvironmentalactiviststraintheirsightsonFacebookitselfwithprotestFBgroupsmobilisingoverthecompany’splanstobuildanew,coal-powereddatacentre.SocialRelevance:Asseenwiththebacklashoveritsprivacyconditions,Facebookmaybeasocialmedialeaderbutitcontinuestostrugglewithitsownreputation.June2010Proctor&GamblefacesMommybloggergroundswelloverclaimsthatDryMaxdiaperscauserashandblistering.Socialmediastormpromptslawsuitsandsafetyinquiries.SocialRelevance:Pampersengageswithsocialmedia,invitesinfluentialbloggerstoP&GHQwhereexpertsaddressconcerns.Productsafetyinquiryfindsnolinktorash.September2010McDonald’swasn’’toverlyconcernedbythislocalTVadmadebyacommunitynutritiongrouplinkingitsburgerstoheartdisease.That’sbeforetheytookittoYouTube.SocialRelevance:YouTubecontinuestomakelocalissuesglobalwhentheyresonatewithworldwideaudience.It’’salreadybeenviewednearly900,000times.September2010GreenpeaceisusingHollywood’splaybookwithitssequelstrategyofshamingmultinationalsoutofusingSinarMaspalmoil.ThistimeBurgerKingcapitulates.SocialRelevance:Injust12monthsFacebookhasbecomeacrucialcommunicationchannelformajorbrands,makingthemmoreaccountablethanevertocustomerfeedback.Tobecontinued……Havewemissedanygreatexamples?Letusknow@socialinfluenceThispresentationwascreatedforSMIby:9、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。02:42:0402:42:0402:4212/31/20222:42:04AM11、以我我独沈沈久，，愧君君相见见频。。。12月月-2202:42:0402:42Dec-2231-Dec-2212、故人人江海海别，，几度度隔山山川。。。02:42:0402:42:0402:42Saturday,December31,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2202:42:0402:42:04December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20222:42:04上上午午02:42:0412月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月222:42上上午12月-2202:42December31,202216、行动出成果果，工作出财财富。。2022/12/312:42:0402:42:0431December202217、做前前，能能够环环视四四周；；做时时，你你只能能或者者最好好沿着着以脚脚为起起点的的射线线向前前。。。2:42:04上上午2:42上上午午02:42:0412月月-229、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。12月月-2212月月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。02:42:0402:42:0402:4212/31/20222:42:04AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2202:42:0402:42Dec-2231-Dec-2212、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。02:42:0402:42:0402:42Saturday,December31,202213、不知香积积寺，数里里入云峰。。。