1. Successfully Implementing
Your Social Media Plan and
Exploring Available
Remedies When “It’s Gone
Viral”
ShesConnected Multimedia Corp.
www.shesconnectedmultimedia.com
April 14, 2011
Canadian Institute

2. ShesConnected Multimedia Corp.
Helping brands connect with women who matter.
Social Network for Women
• Online social networking site for women
• Directory for women’s blog, groups, businesses and event
• Access to digitally influential women for Advertiser programs
Brand/Blogger Events
• Annual Conference each year in Toronto
• Smaller events in cities across Canada
• Manage online events like twitter parties
Market Research: Women & Social
• Research report on how women use social media
• Downloaded by over 2000 times
• 2011 report will be available in the spring
Community Management Consulting
• Community Management Strategy &Services
• Community Management Tool Kits
• Digital Outreach Programs

3. ShesConnected Multimedia
Mark Grindeland, Chairman & Co-founder
25 + years working with Leading consumer brands.
VP/General Mgr Mobile Applications Div. – Livewire Mobile,
Co-founder/EVP Marketing & co-founder m-Qube,
CEO, Wunderman EMEA, SVP Digitas,
Co-founder/Partner - Exchange Partners
@mark_grindeland
mark@shesconnected.com
Donna Marie Antoniadis, Co-founder & CEO
Founder/Producer – Mobile Marketing Roadshow,
Founder/President – Apperture Inc., Digital Marketing
Agency. Selected at one of the top 20 Branded Women on
Twitter 2010
@donnaantoniadis
Donna.marie@shesconnted.com

4. http://www.youtube.com/watch?v=eSsVE0xMDhY
End video at 3:34

5. Lions, Tigers, and
Bears…oh my…

6. The Genie is out of the bottle….
but how you manage
it is up to you!

7. So what can go wrong?
• We did something stupid and someone posted it…
• Somebody Hijacked my brand!
• Consumer Backlash
• Employee Backlash
• We don’t know what we don’t know
• It’s no “one’s” job…
• It’s “everyone’s” job…
• Stupid is as stupid does…

8. Brands Get A Wakeup Call!
In June 2006
Comcast technician
becomes poster child
for poor customer
service. 1.3 million
view the video.
Comcast humiliation
caused a change in
priorities. Soon
becomes industry
leader in Twitter
customer service
help.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

9. Brand Hijacking
ExxonMobil isn’t
known for its social
media prowess. Duh…
surprised to see it
started a Twitter feed.
Especially as the oil
giant knew nothing
about it.
In one of the first
cases of Twitter-
squatting (Aug/2008),
“Janet” showed one
of the world’s biggest
companies that it
couldn’t ignore social
media.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

10. Brand Hijacking
When BP spilled millions of
barrels of the oil into the Gulf of
Mexico it finds its online PR
response clogged by Facebook
outrage and a fake, hilarious
Twitter account.
While BP spent £93m on ads,
social media kept the pressure
on. 350 “Boycott BP” Facebook
groups formed and 188,000
followed fake @BPGlobalPR.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

11. Consumer Backlash
Motrin’s cheeky
commercial aimed at
Moms backfires and
goes down in flames
after a Twitter-army
of offended moms
bombards Johnson &
Johnson for
apologies.
“Wearing your baby seems
A small group of to be in fashion.”
influential Tweeters - ad copy
(full transcript in notes)
uses the social media click here for ad on YouTube:
megaphone to noisy http://www.youtube.com/watch?v=Bmyk
FKjNpdY
effect. Twitter, it seems,
really can give you a
headache.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

12. Consumer Backlash
Greenpeace targeted
Nestle but only when
activists besieged
Nestle’s Facebook page
and the company got
aggressive and deleted
posts did it become a
global story.
Nestle’s clumsy social
media community
management made it
look like an arrogant,
callus corporation to
the public. Just what
Greenpeace wanted.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

13. Employee Backlash
In the wake of an
employee gross-out
video that spread virally
on YouTube, Domino’s
USA president issues a
social media apology.
Crisis communications
was handled by press
releases and carefully
co-ordinated TV
interviews. Now the
discourse plays out
online in real time
Source: SMI, A Short History of Social Media Screw Ups, November 2010

14. Communication Policy
A blogger wrote a post about the poor functionality on Ryanair’s website. Actually
the blogger pointed out a gap on the Ryanair website that made it possible for
anyone to book a flight and not be charged for it. He didn’t actually book a free
flight but he wanted the error to be made known. Surprisingly, several employees
of the budget airline responded by calling him “a lunatic”, “an idiot” and “a liar”.
Ryanair Staff #1 Says:
February 19th, 2009 at 5:25 pm
jason! you’re an idiot and a liar!! fact is! you’ve opened one session then another
and requested a page meant for a different session, you are so stupid you dont even
know how you did it! you dont get a free flight, there is no dynamic data to render
which is prob why you got 0.00. what self respecting developer uses a crappy CMS
such as word press anyway AND puts they’re mobile ph number online, i suppose
even a prank call is better than nothing on a lonely sat evening!! “
Even worst, when blogger asked for a formal apology from Ryanair he received this
lovely official statement from Ryanair spokesman Stephen Mcnamara:
“Ryanair can confirm that a Ryanair staff member did engage in a blog
discussion. It is Ryanair policy not to waste time and energy corresponding with
idiot bloggers and Ryanair can confirm that it won’t be happening again. Lunatic
bloggers can have the blog sphere all to themselves as our people are far too
busy driving down the cost of air travel”.
Source: http://www.socialmachinery.com/2009/12/31/worst-social-media-controversy-2009/

15. Communication Policy
Another twitter fiasco
when a rogue
homophobic employee
posts personal bias
using Vodafone’s Brand
Social media is often
delegated to junior
employees because
they “get it”. Don’t
confuse “getting it” with
understanding how to
protect a company’s
reputation
Source: SMI, A Short History of Social Media Screw Ups, November 2010

16. Terms & Conditions
Skittles embraces
social media by ceding
control of its site to
customer chatter. Talk
about making a
hashtag out it as the air
turns blue with
obscenities.
Don’t give up control of
your brand, Use terms &
conditions to regulate
what can and cannot be
said….and monitor!.
Skittles fans drop the “f”
Source: SMI, A Short History of Social Media Screw Ups, November 2010

17. Communication Policy
Habitat seemed to be
getting the hang of the
Twitter thing– until it was
caught promoting new
products using hashtag
spam, including the
Iranian election.
Twitter may be a new
medium but you
shouldn’t relinquish
control of your corporate
communication to “an
over enthusiastic intern”.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

18. Media Response
Target shoots itself in the
foot when it refuses to
talk to a blogger because
it claims Target
customers don’t read
blogs.
Who has influence in
today’s social media
world? Target took a very
old-school view of things
but forgot that women
across the social web
didn’t share that view.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

19. Media Response
In 2008, the Canadian
country music group Sons
of Maxwell flew on United
Airlines (UAUA). They
watched in horror as the
airline’s baggage handlers
threw their expensive
guitars into the cargo
hold. Needless to say, the
instruments were severely
damaged.
United dragged its feet in
fixing them, so the group
turned the experience
into a song and humorous
video – 9 million YouTube
views.
Source: SMI, A Short History of Social Media Screw Ups, November 2010

20. Media Response
Dooce blogger Heather
Armstrong couldn’t get
Maytag to fix her
washing machine. She
groused on Twitter to
her 1m+ followers.
Maytag rapidly
dispatched a repairman.
Armstrong’s Twitter clout
was far more influential
than Maytag’s own
social media presence.
A case of supposed
corporate power turned
on its head
Source: SMI, A Short History of Social Media Screw Ups, November 2010

21. How can you reduce your risks?
• Have a Social Media Plan
• Train employees, vendors, and partners
• Disclosure Guidelines
• Code of Conduct
• Engagement flow & Escalation Guidelines
• Stakeholder Map / Organizational Alignment
• Community Guideline Document
• Marketing & Editorial Calendar
• Messaging Matrix
• FAQs
• Measurement and Reporting
Source: ShesConnected Multimedia Corp

22. When something does go wrong….
and it will!
• Anticipate that it will…have a plan
• Don’t hide
• Don’t lash out
• Don’t blame
• Show leadership (that means your leaders have to step up!)
• Be transparent
• Be authentic
• Be clear
• Acknowledge mistakes when they happen
• Tell them what you will do to fix things
• Then fix it!
Source: ShesConnected Multimedia Corp

23. Thank You!
www.shesconnected.com
www.shesconnectedmultimedia.com
Mark Grindeland, Chairman & co-founder
mark@shesconnected.com
Twitter: @mark_grindeland