aev: when bad things happen
DESCRIPTION
How a company respondes in times of a crisis is usually what gets remembered and impacts the brand's reputation. Case study of BP gulf of mexico oil spill in 2010 compared with J&J Tylenol crisis of 1982TRANSCRIPT
When Bad Things Happen…
Sean McDonald
@iamseanmcdonald
Jake McKee
@jakemckee
Who we are…
Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations.
Company Response
Easier or Harder for a company response in 2010?
Do social media and online networks help or hurt?
1982
2010
Water Disasters (1995)
Water Disasters (2010)
• Oil spill is tragic and people will talk, but how BP responded drove more mentions
Source: Radian6
Two water disasters can improve the situation
Source: Radian6
Expectations in 2010 (good or bad times)
1. Be Timely
2. Be Honest
3. Be Responsible
4. Be Transparent
5. Be Human
What could have BP done?
• Be Timely– First messages were to avoid guilt and to control
• Be Honest– Admit that size of spill is not understood in the beginning
• Be Responsible, But don’t Control– Ask for help– Invite ideas
• Be Transparent– Talk about the who is working on the ideas, what you are
doing with the ideas submitted by ordinary citizens• Be Human
– Empathetic, apologetic, disgusted, angry– NO whining– Real content
What changes do you make after losing 50% of market cap?
Source: Yahoo