THE TOP 10 SOCIAL MEDIA #FAILS IN ASIA

2013

Hong Kong - December 2013 Charlie Pownall

What is a ‘social media #fail’?

Here’s my take:

• A public meltdown caused by an organisation’s poor or inappropriate use of social media

• Weak or non-existent use of social media in the face of a crisis or external threat.

The following incidents have been selected principally on account of the scale of their impact. They are listed in no particular order.

Charlie Pownall

Lemp Brewpub ‘horrid’ customer service

The #failGurgaon, India-based restaurant & pub responds furiously to a customer party’s complaint of ‘horrid’ food, service and sexual discrimination. One member of the party was subsequently threatened with a defamation action

The impact Highly damaging national and international mainstream media coverage and online buzz, sharply lower rankings on review sites

The lessonProduct and customer service overhaul needed. Social media amplifies poor ‘real-world’ products, service and behaviour

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1

The #failStaff at Kuala Lumpur-based delicatessen get into aggressive altercations with customers on Facebook

The impactExtensive negative domestic and international media coverage and online buzz; loss of sales

The lessonThe Customer is King; social customer service must be handled as carefully ‘traditional’ customer service

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Les Deux Garcons abuses customers

Image credit: meimeichu

2

Samsung astroturfs HTC in Taiwan

The #failKorean smartphone manufacturer is discovered enlisting Taiwanese students to ramp its own products and slam those of competitor HTC anonymously

The impact USD 340k fine and a mountain of local and international negative media coverage and online buzz

The lessonDisclose your identity in social media. Trust is fickle and can be lost instantly

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3

CCTV astroturfs Apple in China

The #failHaving called out Apple on its consumer return policy on TV, an erroneous tweet suggests China’s state broadcaster is paying bloggers to further damage the firm

The impact Significant domestic online scorn and negative international media coverage

The lessonDisclose your identity in social media. Getting others to do your dirty work online can easily come undone

Get the story Image credit: Beijing Cream

4

Scoot bungles app promotion

The #failA Facebook-based gaming promotion for Singapore budget airline Scoot’s first birthday suffered technical hitches. With some participants gaining preferential treatment, hundreds of participants took to Facebook to complain

The impact Thousands of negative online comments and substantial trade and mainstream media coverage

The lessonMake sure promotions work properly, and treat all participants as equals

Get the story Image credit: Fashion Ferno

5

McDonald’s mismanages promotion

The #failMcDonald’s Hello Kitty limited edition promotion in Singapore suffers a backlash as stocks run out, notably of the Singing Bone character, and profiteering ensues. McDonald’s subsequently failed to manage online customer frustrations effectively

The impact Considerable negative online buzz and media coverage

The lessonManage customer expectations properly across all channels

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6

Image credit: The New Paper

Domino’s Pizza mishandles product launch

The #failDomino’s much hyped new ‘Game Changer’ product underwhelms Australians by proving to be little more than a set of new toppings. Domino’s appear to delete negative feedback on Facebook

The impact Widespread local negative online and mainstream media coverage

The lessonMake sure rhetoric matches reality. Don’t delete negative feedback

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7

Jollibee recruitment boycott backfires

The #failPhilippine fast food chain Jollibee’s launch in Singapore is marred by allegations of racial discrimination against Singaporeans by political blog TR Emeritus

The impact The allegations are comprehensively dismantled by a local blogger, resulting in massive publicity for Jollibee and a launch that far exceeded its expectations

The lessonActivists can only expect to win public support if they have their facts straight

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Image credit: Daniel Ang

8

Hoi Tin Tong fails to rebut allegation

The #failHong Kong-based herbal medicine chain Hoi Tin Tong fails to respond quickly to an online video purporting to show mouldy jelly being prepared for sale, quickly followed by a study finding that its turtle jelly signature product has very little or no turtle shell

The impact Badly damaged reputation and significant loss of sales. The company is now talking of shuttering stores

The lessonMove fast to disprove allegations using all channels, including social media

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Image credit: South China Morning Post

9

Fonterra botches botulism scare response

The #failNew Zealand diary firm Fonterra’s recall as a result of a botulism scare failed to involve any meaningful use of social media, not least in China where the firm has substantial business interests

The impact Fast escalation of issue in multiple markets, with online questions and comments going unanswered and rumours unchallenged

The lessonAll organisations must be properly prepared for crises being played out on social media

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10

6 ways to avoid a social media #fail

1. Fix the business problem

2. Deliver flawless customer experience

3. Handle issues and crises competently

4. Behave ethically online

5. Focus on relationships, not numbers

6. Realise social media is not a vacuum.

QUESTIONS? COMMENTS? SUGGESTIONS?

CONNECT WITH ME:@cpownallcharliepownall.com