R E D E F I N I N G R E A L N E S S F O R B R A N D S O N T W I T T E R

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B E I N G R E A L M U S T B E A S I N B E C A U S E I K E E P G E T T I N G

P U N I S H E D F O R K E E P I N G I T R E A L .

W H O W E A R E

• BIANCA BUCKRIDEE, Success Director, Sprinklr@BLATANLYBIANCA

• CHRISTINA WARREN, Senior Tech Analyst, Mashable @FILM_GIRL

• JOHN COLUCCI, Engagement Editor, Engadget@JOHNCOLUCCI

• M. HACKMAN, Sassy Tweetress@Sassytweetress

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M I S TA K E S H A P P E NWhen a brand makes a mistake on Twitter, followers seem to rejoice in a poor social media manager’s plight. We’re all familiar with a few examples, like the @RedCross’s beer-filled camping trip, @Chrysler’s angst against Detroit drivers, or @KennethCole’s assumption about the #Cairo uprising.

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T H E F L U B S

@ D I G I O R N O : # W H Y I S TAY E D

M O R A L O F

T H E S T O R Y

1. Always check the context of a hashtag

2. Consumers can always tell when an apology is genuine

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@ U S A I R W AY S “ VA G I N A P L A N E ”

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M O R A L O F

T H E S T O R Y

1. Always validate URLs

2. Social Media requires controlled processes for posting (either via a SMMS or native platform)

NSFSXSW!

@ K I T C H E N A I D U S A H AT E S O B A M A ?

M O R A L O F

T H E S T O R Y

1. Entrust the right people with native access and ensure they understand how to manage corporate accounts on their individual devices.

2. Who cares if a competitor knows your SM policy, when your employees don’t? #RRFBOT

# S U I T C A S E P R O B S

M O R A L O F

T H E S T O R Y

1. Hell hath no fury like a scorned customer!

2. Social #custserv isn’t a nice to have, it’s an imperative.

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# W EWIL LW EWIL LB U L LYYOU

M O R A L O F

T H E S T O R Y

1. Don’t punish customers for telling the truth.

2. Bullying customers (and prospects) – who has that ever worked out for?

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N AT I O N W I D E # N O TONY O U R S ID E

M O R A L O F

T H E S T O R Y

1. What’s your reaction plan when you piss off the entire country?

2. When launching a campaign, always plan for the worst

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B U T, C A N Y O U R E C O V E R ?

M O R A L O F

T H E S T O R Y

When Red Cross, EPA (Kardashian game), Gap (Sandy sale) failed, they replied like this. Is it always a perfect win? No, but owning up to it and apologizing right away is key. (As DiGiorno did earlier, as mentioned).

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# W I N N I N G

A LW AY S # L I K E A G I R LM O R A L

O F T H E

S T O R Y

1. Tackling highly charged, culturally relevant topics requires intense strategic planning. It also requires careful maneuvering that the conversation isn't about the brand, but the topic.

2. Emotionally connecting with an audience requires longevity, like real relationships.

3. Anything boys can do, girls can as well. #thatisall

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I H O P ’ S T U R N T B A E S B E O N F L E E K

M O R A L O F

T H E S T O R Y

1. A rather “dull” brand can create a singular voice on Twitter that addresses a younger audience without offending its core Breakfast audience, such as Grandma

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D E N N Y ’ S I S A C T U A L LY P R O B A B LY T U R N T

M O R A L O F

T H E S T O R Y

Being a personality behind the handle bodes well for Denny’s, while some might think the social media team is smoking something green, it feels personal, like your friend who wants to feed you bacon at 2AM

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W R A P - U P ( 1 / 2 )

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1. Be proactive with a social crisis plan, not reactive. Don't wait until you need one. HAVE ONE READY. ALWAYS.

2. Always check the context of a trend or conversation.

3. Be authentic and sincere with your apologies. - duh.

4. Create an EASY and efficient process for posting content, but don't let it suffocate you either.

5. Build a rapport and relationship with your community. Ultimately, they are what really matters.

6. FOR THE LOVE OF ALL THINGS HOLY: Social can no longer be tacked on to a marketing plan like an afterthought. It is an essential part of your marketing.

7. Get to know and trust the person or team that has access/runs your account.

8. Customer Service is priority #1 for your brand on Twitter.

W R A P - U P ( 2 / 2 )

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9. Take Customer complaints seriously and take the opportunity to LEARN from it. #ToughLove

10. Think like a troll, ACT LIKE A BRAND. Be prepared for every possible reaction, including trolls.

11. Don't be afraid to take chances but make sure to own up to the mistakes.

12. Don't be afraid to have personality, but make sure it's right for your brand AND community.

T H A N K Y O U !

@BLATANLYBIANCA | @FILM_GIRL | @JOHNCOLUCCI | @SASSYTWEETRESS

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