communicate magazine - quentin langley
Post on 27-May-2015
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Brandjack
How to lose the social media battle
Sometimes things go wrong
• The market
• The environment
• Customer relationships
• The question is, how do you handle it
What if he was your customer?
Or this guy
How about this one
Or this woman
Who are they?
• What do these people have in common?
• Access
– To the media
– To politicians
• But what specifically got them on my list?
This guy too
2006
Dave Carroll
• http://www.youtube.com/watch?v=5YGc4zOqozo
The response
• 150,000 hits on day one
• United phoned Dave the same day, offering compensation and asking to use the video in training
• Half a million hits in 3 days, 5 million in a month, now 9 million
• United’s share price fell 10% - $180 million –in four days
United Airlines
You’ve been Brandjacked !
Nestlé
• http://www.youtube.com/watch?v=HS_JZgjB1Ws
Nestlé
• Nestlé asked YouTube to remove the video on copyright grounds
• Narrative shifted to discussions of ‘censorship’
• Nestlé’s Facebook page was besieged with complaints
• They folded in 8 weeks
• Same company has resisted formula milk campaign for almost 40 years
Nestlé
You’ve been Brandjacked !
BP
• Greenpeace planning its ‘new logo’ contest from over a year
• Backed by stunts like closing BP’s service stations
• Campaign ‘recalibrated’ to take account of Deepwater Horizon oil spil
BP
• Anonymous fake Twitter feed @bpglobalprrun by ‘Leroy Stick’ – pseudonym of comedian and satirist Josh Simpson
• Maintained consistent quality output
• Safety is our first priority. Well, profits then safety. Well, profits, then image, then safety –but it’s right up there.
• Ten times as many followers as @bpamerica
BP
You’ve been Brandjacked !
Twice!
How can business respond?
• L’Oreal – Vichy
• June 2005 – launched a fake blog by ‘Claire’
• Exposed within an hour as fake – but L’Oreal had announced this in a press release
• Pleaded naiveté and asked for forgiveness
Turning a bad blog good
• L’Oreal launched a real blog in which the Vichy team participated openly – real names and photos, and allowing genuine comments, bad and good.
• Brought in an external blogger to work with their team
• Widely praised for openness, engagement and transparency
Imagine
• Imagine if BP had told its 100,000 staff to log onto Twitter and deliver three corporate messages
• Volume metrics through the roof
• Sentiment metrics would have been excellent
• Credibility and trust - ZERO
Imagine
• If BP had asked its 100,000 staff to engage openly and honestly on Twitter, Facebook and in blogs
• Some criticism
• Some praise
• Where would the balance have lain?
Trust
Credibility is inversely proportional to control
Jeff Jarvis
Questions
Welcome to the new world
• Companies which engage openly and transparently will prosper
• The rest will fail
• Engaging with your staff and with local communities is your first step
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