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Online Crisis & Reputation Management Case Studies: Dr Pepper, Topman, ConAgra, TNT Express
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© Freestyle Interactive – www.freestyleinteractive.co.uk
MANAGING ISSUES ONLINESome Case
Studies
© Freestyle Interactive – www.freestyleinteractive.co.uk
• Brand sites are part of a much bigger landscape• Forums, blogs, media & review sites, social media• Anyone can publish content & have a voice• If it’s relevant to enough people…• It will gain momentum• AND affect Google results!
The Digital Landscape has changed…
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Media Fragmentation
Brand Website
Forums &
Review sites
BlogsMedia sites
BannersEmail
PPC/ SEOAffiliates
Direct Mail Print & Press
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Brands in Crisis, Lufthansa
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Brands in Crisis, BP
} Branded PPC
}Social Properties
}News Sites
} Videos (non-brand)
} Brand .Com
© Freestyle Interactive – www.freestyleinteractive.co.uk
Some Case Studies…
© Freestyle Interactive – www.freestyleinteractive.co.uk
Dr Pepper – Facebook Campaign
© Freestyle Interactive – www.freestyleinteractive.co.uk
• Facebook campaign – A competition which allowed Dr Pepper to hijack fans status updates replacing them with ‘funny’ alternatives
e.g. “what’s wrong with weeing in the shower?”
• Problem occurred when the status “I just watched 2 girls one cup and was hungry afterwards” > a pornographic film reference
• The recipient was 14 years old and her Mother became aware of the update
Campaign
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Social Activation
Mother posted frustrations on Mumsnet & asked members for advice
Post received1300 replies
Mumsnet users moved out of the forum & became activists in the social space
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• Official statements were distributed, the brand’s approach was to distance themselves from the campaign - pleading ignorance and blaming their agency
Reputation Management
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• Response did not satisfy customers
• Response fails to impact the volume of discussion
• Consumer sentiment remained negative
Impact
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Reactions
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For the search “Dr Pepper”The official FB page was the top result.
After this all other results on the 1st page were relating to the campaign
Effect on SERPs
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• Know your audience– Facebook has a user group of 13+ therefore a brand need to be aware
that ‘edgy’ content could be viewed by minors.
• Need for content checking prior to campaign launch– If you don't know what 2 girls 1 cup is... Find out!
• Monitor campaign and respond online– Track mentions so that problems are identified early– Online response which can help manage SERPS and diffuse crisis
• Take responsibility & respond appropriately
• Planning – Develop a strategy for managing crisis scenarios
Lessons
© Freestyle Interactive – www.freestyleinteractive.co.uk
Topman – T-Shirt Design
Case Study
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Issue
Topman’s clothing rangeincluded t-shirts with ironic
slogans
General public felt the slogans were
offensive and criticised
Social media was where the criticism started
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Response
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• Topman issued an official statement – within 24hrs– Apologising– Taking responsibility– Taking action– Thanking
Reputation Management
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Twitter Timeline
First tweet 13th 21.52
Women’s rights and pressure groups pick the story up.
22.40
14th 09.06. Story Tweeted by influential comedian. RT 200+ times
Guardian journalists tweet story
11,000+ followers
Design site created parodies of shirts. RT 271 times
14.31
13.20
266 Tweets referring to Topman and T-shirts
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• Don’t underestimate the little guy– Started by one person with 435 followers– Pushed on by pressure groups and individual journalists
• Active community management & monitoring integral to make quick informed decisions in the face of PR mishaps– Topman are pro-active listeners in social media channels – Brand clearly deployed a crisis management plan
– Quick communication links between community managers and
key decision makers– Reacted quickly & effectively to mitigate
Lessons
© Freestyle Interactive – www.freestyleinteractive.co.uk
ConAgra-Ketchum
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• Invite influential food bloggers to a prestigious restaurant for a four course meal cooked by a celebrity chef
• Offer bloggers competition opportunities for their readers
• At the event – serve bloggers ConAgra pre-packaged foods
Campaign - Blogger Relations
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Blogger Reactions
Trust of Readers“My readers are loyal because they trust me, if at any time they feel I have become unauthentic, I will have lost a reader if not many” Embarrassed
“I want to deeply apologize to my winner and her husband, my children’s beloved paediatrician. They were expecting an amazing meal and a true experience at the hands of famous Food Network chef they were fans of and were left with a really foul taste in their mouths.”
Insulted“I’m NOT their target consumer and they were totally off by thinking I would buy or promote their highly processed frozen foods after tricking me to taste it”
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Media Reaction
• Due to the influential nature of the blogs there is crossover into mainstream news outlets.
• This is a far greater platform on which the brand is exposed
• As more people read the article it is more likely that the article will go viral on Twitter
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Social Reactions
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• Be honest – No one likes to be duped especially bloggers– Its a relationship so create a two way conversation that
mutually beneficial
• Research bloggers– Learn bloggers likes and preferences – Had they researched they would have seen many invited
bloggers opposed additives and frozen meals
• Respect their time– For most bloggers its not a full time job so their time is
precious to them.... Respect this.
Lessons
© Freestyle Interactive – www.freestyleinteractive.co.uk
Manage TNT’s online reputation during fulfillment of iPad & iPhone.
Provide a round the clock customer service through social channels and aprogramme of monitoring, customer outreach & engagement, crisis planningreputation and SERPs management
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
Twitter: @1AndyWood, @deliagoldsBlog: blog.freestyleinteractive.co.uk, andywoodsblog.comFacebook: facebook.com/freestyleinteractiveWebsite: freestyleinteractive.co.uk