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How did brands react to social media crises in 2013 and who did the best job? How do you prevent a seemingly innocuous incident snowballing into a PR nightmare, and how do you win back the trust of your community? Heather Healy, Creative Communications Director at Stickyeyes presents 5 of 2013’s stories and provides her advice on handling a social media crisis of your own.
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5 WAYS
BRANDS
TACKLED
SOCIAL
MEDIA
CRISES
Heather Healy @heatherhealy
@stickyeyes
PREVENTION
PREPARATION
RESPONSE
RECOVERY
BRANDS
THAT
OWNED IT
1. RUFFLES
1. RUFFLES
1. RUFFLES
1. RUFFLES
5.7ft
4.1ft
1. RUFFLES
Source: SapientNitro
2. RED CROSS
2. RED CROSS
2. RED CROSS
2. RED CROSS
2. RED CROSS
2. RED CROSS
"We are an organization that
deals with life-changing
disasters and this wasn't one
of them”
THE BRAND
THAT GAVE
IT A GOOD
GO
3. O2
3. O2
3. O2
1 EVERY 6 SECONDS
3. O2
3. O2
3. O2
3. O2 “Oh @O2 have said
sorry. Nice. So when I
don’t pay my bill for
another month will a
sorry do? How about
arse-f**ing your
mothers you tw**s?””
BRANDS THAT
WENT HOME
CRYING
4. APPLEBEES
4. APPLEBEES
4. APPLEBEES
“I will not be going to Applebee’s if this
is how they treat their employees”
“Applebee’s SUCKS!!!!!”
4. APPLEBEES
“We wish this situation hadn’t
happened. Our Guests’ personal
information – including their meal
check is private, and neither
Applebee’s nor its franchisees have a
right to share this information
publically…”
4. APPLEBEES
4. APPLEBEES
…and the drama
continued
4. APPLEBEES
“I understand why you’re
upset, Manuel, I’m upset over
the situation too”
4. APPLEBEES
“No posts have been deleted”
4. APPLEBEES
“Applebees, just shut up”
5. EPICURIOUS
Source: epicurious.com
5. EPICURIOUS
5. EPICURIOUS
5. EPICURIOUS
5. EPICURIOUS
THERE’S NO SUCH
THING AS BAD
PUBLICITY
THE BEST BRANDS Are human. They’re open
about their flaws, recognise
them and embrace them.
The best crisis management
isn’t a robotic press release,
it’s human.
PREVENTION
PREPARATION
RESPONSE
RECOVERY
THANK YOU!
Heather Healy @heatherhealy
@stickyeyes
Claim your free copy of our Social
Engagement Report on Colour Cosmetics
here: www.stickyeyes.com