Protecting the Bottom Line Protecting the Bottom Line Avoiding a #PRFail Avoiding a #PRFail Presented by: Deborah Weinstein, President Peter McGregor, Social PR Manager@SO_pr Sell more. Build share. Get press. Change minds. Get tough. Move stuff. Show fangs. Grow brands. The News Cycle 2 Before Social MediaNow 24 hrs2.4 secs The Consumer is in Charge The Brand Ladder 4 Awareness Acceptance Advocate Adorer Move your customers UP the brand ladder PR Fail 5 #PRFail Belvedere 6 Those Most Offended: Women Affluent Independent 7 Belvedere Target Customers: Women Affluent Independent 8 Customer Feedback 9 Costa Concordia 10 Titanic of Bad PR 11 Costa Allegra 12 6 Days of Silence 13 @MickyArison 14 Woulda, Coulda, Shoulda Suspend Advertising Pay attention to your social channels 320% Growth in Carnival conversation, all negative Build a community of brand advocates and ambassadors Provide content and context, guide the convo 15 The Bottom Line 16 Jan 13 $34.28 Jan 27 $30.48 $CCL The Bottom Line Q3 Revenue $5.1 Billion $4.7 Billion Q2 Profits $206 Million $14 Million The Brixton 18 Facebook 19 #Fail Facebook 20 #Fail Facebook/Yelp 21 #Fail Bar Rescue 22 Lesson 23 Bad #custserv + bad #SM content = lost customers, lost revenue. Caf Hon 24 Boycott 25 Result Caf Hon dropped the Trademark Long legal battles Brand dragged through the mud via Chef Ramsey Eventually restored positive sentiment At what cost? 26 Lesson 27 Great #CustServ, XP, Product, Service Actual Experience $ No #CustServ, Unprepared Staff, Negativity Actual Experience Balance of Brand Definition 28 Brand Public Balance of Brand Definition 29 Brand Public Your Customer is On Duty, You MUST Be Too 30 Get the customers you want by being outstanding with the customers you have! Think before you tweet! Your customer is ALWAYS on duty!