传媒界ppt模板之看看大众传媒搞砸了些什么AShortH

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,Facebookmaybeasocialmedialeaderbutitcontinues