Social media 101: Social Media Disasters

Social Media 101: Social Media Disasters Examples of how social media efforts can backfire Bill Chamberlin, Principal Client Analyst, Market Insights 12 July 2011

About This Presentation ,[object Object],Social Media 101: Social Media Disasters July 12, 2011

Table of Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011

Summary: Why These Examples Made The Disaster List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011

Summary: Key Learnings From These Examples ,[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011

The 2005 Dell example, perhaps the most famous, started with blog post from an influential blogger, Jeff Jarvis Social Media 101: Social Media Disasters July 12, 2011 Source: http://www.buzzmachine.com/archives/cat_dell.html June 21, 2005 Dell lies. Dell sucks. Dell lies. Dell sucks I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon. But what really irks me is that they say if they sent someone to my home -- which I paid for -- he wouldn't have the parts, so I might as well just send the machine in and lose it for 7-10 days -- plus the time going through this crap. So I have this new machine and paid for them to F****ING FIX IT IN MY HOUSE and they don't and I lose it for two weeks. DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell. Posted by jarvis at 09:48 PM | Comments (253)

Dell did not respond promptly to blogger Jarvis or the thousands of people who were reading his blog ,[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=33307 ,[object Object],[object Object],[object Object],[object Object]

Denny’s menu’s pointed people to an incorrect Twitter ID ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://consumerist.com/2010/02/dennys-really-wants-you-to-follow-this-taiwanese-twitter-account.html

CVS Pharmacy “CVS_Cares” Twitter ID was established, but it was locked private for a number of weeks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://www.whatsnextblog.com/2011/01/cvs_cares-on-twitter-one-of-the-internets-dumbest-moves-perhaps-ever/

Supermarket chain Price Chopper Customer Service employee gets into a tweeting dispute with one of their customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://www.syracuse.com/news/index.ssf/2010/09/syracuse_area_critic_of_price.html

Greenpeace battles Nestle on YouTube, Twitter and on Facebook…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://adage.com/article/adages/nestle-facebook-fans-embraced/142881/ A timeline showing how the first four days of the online PR battle between Nestle and Greenpeace http://prezi.com/kmrh4fmlzsen/nestle-kerfuffle/

… and Nestle takes out it’s frustration on Facebook, which is heard by the entire 90,000 Nestle fans….then it goes viral to the world ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://adage.com/article/adages/nestle-facebook-fans-embraced/142881/

Designer Kenneth Cole tried to leverage the uprising in Egypt to market his spring collection of clothes ,[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://blogs.forbes.com/markpasetsky/2011/02/03/news_kenneth_cole_egypt_tweet_19871/ ,[object Object],[object Object],[object Object],[object Object]

Cisco: Attempt at making viral videos spoofing Old Spice campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://mashable.com/2010/07/28/cisco-old-spice/ Who is Ted from accounting? http://www.youtube.com/watch?v=tmilY1Cno90 Introducing CiscoSPice http://www.youtube.com/watch?v=tmilY1Cno90

@HabitatUK used top trending hashtags in an attempt to get more people to notice their tweets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://socialmediatoday.com/SMC/103334

Errant tweet on @ChryslerAutos branded account was caught quickly, but damage done. ,[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://jalopnik.com/#!5780113/chrysler-loses-control-of-twitter-account-drops-f bomb ,[object Object],[object Object],[object Object]

Enthusiastic fan on Honda’s Facebook page turns out to be a Manager of Product Planning at Honda ,[object Object],[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://www.autoblog.com/2009/09/03/honda-purges-some-comments-from-crosstour-facebook-page/ ,[object Object],[object Object],[object Object]

Motrin offended moms with their ads that encouraged women to use their babies as “fashion accessories” ,[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: I http://www.auburnmedia.com/wordpress/2008/11/17/the-borg-mommy-bloggers-assimilate-johnson-johnson/ and http://www.auburnmedia.com/wordpress/?w6qfpsU1 http://www.youtube.com/watch?v=BmykFKjNpdY ,[object Object],[object Object],[object Object]

Domino’s employees post disgusting video on YouTube ,[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://econsultancy.com/us/blog/3673-dominos-social-media-mess-3 http://econsultancy.com/us/blog/3673-dominos-social-media-mess-3 ,[object Object],[object Object],[object Object]

Budget Airliner Ryanair responds to blogger’s post by calling him an idiot and a liar. ,[object Object],[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem/ ,[object Object],[object Object],[object Object],[object Object]

United fails to respond to musician David Carrol, who then takes his complaint to YouTube via a music video ,[object Object],[object Object],[object Object],Social Media 101: Social Media Disasters July 12, 2011 Source: http://mashable.com/2009/07/15/united-breaks-guitars/ ,[object Object],[object Object],[object Object]

Additional Examples: “A Short History of Social Media Screw Ups” Social Media 101: Social Media Disasters July 12, 2011 http://www.slideshare.net/socialmediainfluence/social-media-screw-ups Read the article online at Ad Age: Social Media Screw-ups: A Brief History: A Look at Some Big Missteps -- and What We Can Learn From Them http://adage.com/article/digitalnext/social-media-screw-ups-a-big-missteps/146314/ See the presentation slides”

Bibliography Social Media 101: Social Media Disasters July 12, 2011 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social media 101: Social Media Disasters

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Social media 101: Social Media Disasters