Managing issues online dr pepper topman con agra tnt

© Freestyle Interactive – www.freestyleinteractive.co.uk

MANAGING ISSUES ONLINESome Case

Studies


• Brand sites are part of a much bigger landscape• Forums, blogs, media & review sites, social media• Anyone can publish content & have a voice• If it’s relevant to enough people…• It will gain momentum• AND affect Google results!

The Digital Landscape has changed…


Media Fragmentation

Brand Website

Forums &

Review sites

BlogsMedia sites

BannersEmail

PPC/ SEOAffiliates

Direct Mail Print & Press


Brands in Crisis, Lufthansa


Brands in Crisis, BP

} Branded PPC

}Social Properties

}News Sites

} Videos (non-brand)

} Brand .Com


Some Case Studies…


Dr Pepper – Facebook Campaign


• Facebook campaign – A competition which allowed Dr Pepper to hijack fans status updates replacing them with ‘funny’ alternatives

e.g. “what’s wrong with weeing in the shower?”

• Problem occurred when the status “I just watched 2 girls one cup and was hungry afterwards” > a pornographic film reference

• The recipient was 14 years old and her Mother became aware of the update

Campaign


Social Activation

Mother posted frustrations on Mumsnet & asked members for advice

Post received1300 replies

Mumsnet users moved out of the forum & became activists in the social space


• Official statements were distributed, the brand’s approach was to distance themselves from the campaign - pleading ignorance and blaming their agency

Reputation Management


• Response did not satisfy customers

• Response fails to impact the volume of discussion

• Consumer sentiment remained negative

Impact


Reactions


For the search “Dr Pepper”The official FB page was the top result.

After this all other results on the 1st page were relating to the campaign

Effect on SERPs


• Know your audience– Facebook has a user group of 13+ therefore a brand need to be aware

that ‘edgy’ content could be viewed by minors.

• Need for content checking prior to campaign launch– If you don't know what 2 girls 1 cup is... Find out!

• Monitor campaign and respond online– Track mentions so that problems are identified early– Online response which can help manage SERPS and diffuse crisis

• Take responsibility & respond appropriately

• Planning – Develop a strategy for managing crisis scenarios

Lessons


Topman – T-Shirt Design

Case Study


Issue

Topman’s clothing rangeincluded t-shirts with ironic

slogans

General public felt the slogans were

offensive and criticised

Social media was where the criticism started


Response


• Topman issued an official statement – within 24hrs– Apologising– Taking responsibility– Taking action– Thanking

Reputation Management


Twitter Timeline

First tweet 13th 21.52

Women’s rights and pressure groups pick the story up.

22.40

14th 09.06. Story Tweeted by influential comedian. RT 200+ times

Guardian journalists tweet story

11,000+ followers

Design site created parodies of shirts. RT 271 times

14.31

13.20

266 Tweets referring to Topman and T-shirts


• Don’t underestimate the little guy– Started by one person with 435 followers– Pushed on by pressure groups and individual journalists

• Active community management & monitoring integral to make quick informed decisions in the face of PR mishaps– Topman are pro-active listeners in social media channels – Brand clearly deployed a crisis management plan

– Quick communication links between community managers and

key decision makers– Reacted quickly & effectively to mitigate

Lessons


ConAgra-Ketchum


• Invite influential food bloggers to a prestigious restaurant for a four course meal cooked by a celebrity chef

• Offer bloggers competition opportunities for their readers

• At the event – serve bloggers ConAgra pre-packaged foods

Campaign - Blogger Relations


Blogger Reactions

Trust of Readers“My readers are loyal because they trust me, if at any time they feel I have become unauthentic, I will have lost a reader if not many” Embarrassed

“I want to deeply apologize to my winner and her husband, my children’s beloved paediatrician. They were expecting an amazing meal and a true experience at the hands of famous Food Network chef they were fans of and were left with a really foul taste in their mouths.”

Insulted“I’m NOT their target consumer and they were totally off by thinking I would buy or promote their highly processed frozen foods after tricking me to taste it”


Media Reaction

• Due to the influential nature of the blogs there is crossover into mainstream news outlets.

• This is a far greater platform on which the brand is exposed

• As more people read the article it is more likely that the article will go viral on Twitter


Social Reactions


• Be honest – No one likes to be duped especially bloggers– Its a relationship so create a two way conversation that

mutually beneficial

• Research bloggers– Learn bloggers likes and preferences – Had they researched they would have seen many invited

bloggers opposed additives and frozen meals

• Respect their time– For most bloggers its not a full time job so their time is

precious to them.... Respect this.

Lessons


Manage TNT’s online reputation during fulfillment of iPad & iPhone.

Provide a round the clock customer service through social channels and aprogramme of monitoring, customer outreach & engagement, crisis planningreputation and SERPs management









Twitter: @1AndyWood, @deliagoldsBlog: blog.freestyleinteractive.co.uk, andywoodsblog.comFacebook: facebook.com/freestyleinteractiveWebsite: freestyleinteractive.co.uk

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Managing issues online dr pepper topman con agra tnt