Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Chevron gets brandjacked without writing a word

Chevron gets brandjacked without writing a word | Public Relations & Social Marketing Insight | Scoop.it
From www.prdaily.com - May 29, 2014 11:12 PM
An Ecuadoran environmental group apparently started and promoted the hashtag #AskChevron, but Twitter users seem to believe the oil company created it.


The promoted trending topic on Twitter on Wednesday morning was #AskChevron, a hashtag similar to #AskJPM and #myNYPD, which resulted in social media disasters for J.P. Morgan and the New York Police Department, respectively.

Here’s the twist, though: Chevron seemingly has nothing to do with #AskChevron.

The company hasn’t tweeted the hashtag. Its Wednesday morning tweets, which were about its annual stockholders meeting, used the hashtags #Chevron and #stockholders, not #AskChevron.

The account that has tweeted #AskChevron the most is  @thetoxiceffect, an environmental group based in Ecuador. The group has a promoted tweet with an image listing transgressions that “Chevron is guilty of”:...

Jeff Domansky's insight:

this is a great social media and brandjacking case study with points of view from all sides and many lessons for brands and social media pros.

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Publisher Drops Book Deal With TV Chef Paula Deen

Publisher Drops Book Deal With TV Chef Paula Deen | Public Relations & Social Marketing Insight | Scoop.it
From www.nytimes.com - June 29, 2013 10:35 AM

Fans had made a to-be-published book by Paula Deen a top seller on Amazon, but the publisher, Random House, joined the list of business partners that have cut ties to the embattled chef....


The book deal was one of the last remaining lucrative business relationships for the embattled celebrity chef. Its cancellation came on a day when Sears, Kmart and J. C. Penney announced that they would stop selling products, including cookbooks, branded with her name. Since last week, the Food Network, Smithfield Foods, Walmart, Target, Caesars Entertainment, QVC and the pharmaceutical company Novo Nordisk have decided to suspend or sever ties with Ms. Deen after her admission in a legal deposition that she had used racist language in the past and allowed racist, sexist, homophobic and anti-Semitic jokes in one of her restaurants. Ms. Deen was deposed on video as part of a discrimination lawsuit filed last year by a former employee....(New York Times)

Jeff Domansky's insight:

The reputation fallout continues mostly because of a slow, poorly-conceived and badly executed apology and crisis management. 

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JC Penney Handled Their Hitler Teapot Debacle Like a Pro

JC Penney Handled Their Hitler Teapot Debacle Like a Pro | Public Relations & Social Marketing Insight | Scoop.it
From www.melissaagnescrisismanagement.com - May 30, 2013 4:52 PM

JC Penney was under some social heat after some Reddit users (yup, here’s Reddit again – told you it was one to keep an eye out for!) remarked that the company’s new teapot bares a slight resemblance to Adolf Hitler.

 

Yes, this is obviously an innocent mistake and a matter of personal perception – and is most certainly not a crisis. However, as we’ve seen time and time again, when not responded to appropriately, social media issues can escalate into social media crises.

 

How did JC Penney respond to the Hitler accusations?

 

JC Penney was wise to not take the situation too seriously, though they knew that it still needed to be responded to. Their strategy was to develop a response tweet and use it to respond to everyone mentioning the teapot in relation to Adolf Hitler.

Jeff Domansky's insight:

Melissa Agnes highlights JC Penney's good handling of a potential issue online. Several good lessons to note.

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Nutella Makes a Marketing Error with Its Biggest Fan | Social Media Today

Nutella Makes a Marketing Error with Its Biggest Fan | Social Media Today | Public Relations & Social Marketing Insight | Scoop.it
From socialmediatoday.com - May 23, 2013 12:59 AM

As you’re aware, since 2007, Sara Rosso—arguably your most passionate superfan—has hosted World Nutella Day. She love(d) your product so much that she wanted the world to dedicate a single day—February 5—to embracing it. What she did was nothing less than astounding. On the World Nutella Day website, Rosso has gathered more than 700 recipes, tweeted and shared on Facebook the favorite sayings, stories and links of Nutella fans and, most important, encouraged everyone to try Nutella just once.

 

But on May 25, all her hard work will have been in vain. That’s because you inexplicably shut down her tremendous efforts, sending a cease-and-desist letter to her mailbox—the sort of action a brand might take against a brand hijacker, hacker or activist....

Jeff Domansky's insight:

Nutella scrambles to fix bad PR and a reputation hit..

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The Dark Side Of Reputation Management: How It Affects Your Business

The Dark Side Of Reputation Management: How It Affects Your Business | Public Relations & Social Marketing Insight | Scoop.it
From www.forbes.com - May 9, 2013 11:47 AM

9 Ways to respond to reputation threats online... There's an increasingly dark side to online reputation management A week ago I had no idea the hornets’ nest I’d opened when I wrote about the things to do when your business is disparaged online....

 

... Loaded for bear, my first questions to Ruddie were about the irony of a reputation management company being the focus of unanswered complaints. His responses surprised me. I learned several things that I believe are valuable news and that will even alter some of the advice I’ve been formerly giving to our agency’s clients. My thanks to Ruddie for his contributions to the following points. For example...

Jeff Domansky's insight:

Very interesting case studies, the reality of responding to online reputation threats and some useful tips to consider.

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85% of consumers will retaliate against a company with bad customer service | Rebecca Grant

85% of consumers will retaliate against a company with bad customer service | Rebecca Grant | Public Relations & Social Marketing Insight | Scoop.it
From brandlove.co.za - November 19, 2013 9:32 AM

When a product or service doesn’t work as promised, some people get angry. Really angry.


Cloud contact center provider Five9 released a report and infographic today looking at “customer rage” and what companies can do to prevent it. Turns out 85 percent of consumers will retaliate against a company if their customer service needs are not met. 49 percent of all consumers will stop doing business with that company, and 18-34 year olds are three times as likely to vent their frustrations on social media.

Jeff Domansky's insight:

The big impact of bad customer service.

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Jared Hill's curator insight, November 20, 2013 7:25 PM

Want to stop/prevent a potential crisis? Learn good customer service!
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Paula Deen fans lash out against Wal-Mart

Paula Deen fans lash out against Wal-Mart | Public Relations & Social Marketing Insight | Scoop.it
From money.cnn.com - June 29, 2013 2:42 AM

Paula Deen supporters lashed out on Facebook and Twitter against the companies that terminated partnerships with the southern cooking star in light of her racially insensitive remarks.


The Facebook pages of Wal-Mart, Caesars, Home Depot, Smithfield, Sears , Target and The Food Network have been plastered with angry comments in support of Deen. Each of the pages had dozens -- and in some cases hundreds -- of Deen-related comments, overwhelming the companies' social conversation....


...Despite the outpouring of support for Deen, social media marketing consultants note that Facebook (FB) comments typically don't impact brands on their own. Negative reactions on Twitter, on the other hand, can actually do some serious damage.Unlike Facebook comments, tweets and blog posts can show up in search results when consumers Google a company. If the first results that come up when searching for Target are "I'm never shopping at Target again after they dropped Paula Deen," that could have a lasting impact....

Jeff Domansky's insight:

There's a very important implication that negative comments on Facebook don't impact brands by themselves. But Twitter comments, tweets and blog posts do show up in search engines and can leave a negative impression on a wide audience. important to note for social media, PR and reputation managers.

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Carnival Cruise Suffers Long-Term Repercussions After "Poop Cruise"

Carnival Cruise Suffers Long-Term Repercussions After "Poop Cruise" | Public Relations & Social Marketing Insight | Scoop.it
From www.melissaagnescrisismanagement.com - May 30, 2013 4:46 PM
Carnival Cruise is an example of a company suffering long-term repercussions from a crisis. Not only has it affected the company, but the entire industry.

 

I often mention the differences between a social media crisis and a social media issue. Yesterday, I evaluated how JC Penney handled their recent social media issue like a pro, and how they will suffer no negative consequences as a result – which is what defines it as an issue, rather than a crisis.

 

Today, let’s evaluate the repercussions of a crisis. In doing this, I hope to help you clearly differentiate between a social media crisis and a social media issue....

Jeff Domansky's insight:

Very useful distinction between a "crisis" and an "issue" by Melissa Agnes and her tips on how to manage an issue online.

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This Is The Most Epic Brand Meltdown On Facebook Ever

This Is The Most Epic Brand Meltdown On Facebook Ever | Public Relations & Social Marketing Insight | Scoop.it
From www.buzzfeed.com - May 14, 2013 4:24 PM
The two owners of Amy's Baking Company Bakery Boutique & Bistro took over the restaurant's Facebook page last night to fight unruly commenters, and man, was it embarrassing.
Jeff Domansky's insight:

In the short recorded Internet history of social media and PR fails, this one ranks at the top. It's a meltdown of epic proportions and the Buzzfeed story only introduces the story. The Scottsdale Arizona owners of Amy's Baking Company Bakery Boutique & Bistro were featured on Gordon Ramsay's Hells Kitchen TV program.

 

As negative comments started to pile up on their bistro's Facebook page, the owners, Amy and Samy, jumped in to confront the critics. You know the saying never feed the haters. Apparently, Amy and Samy haven't heard the expression. On Monday, for hours, the two engaged in a terrible display of ignorance of social media and allowing trolls and haters to turn things into a spectacle. All recorded and to be played back forever in the future.

 

A proud moment for reality social media but not so good for your bistro business. The owners brought it on themselves. You really must see the Facebook page while it remains up to understand how this story spun out of control.

 

Reality TV has nothing on this social media story.

 

Amy's Baking Company Bakery Boutique & Bistro Facebok page: 

https://www.facebook.com/amysbakingco ;

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As Social Evolves, So Must Your Social Media Issues Management Plan | Melissa Agnes

As Social Evolves, So Must Your Social Media Issues Management Plan | Melissa Agnes | Public Relations & Social Marketing Insight | Scoop.it
From www.melissaagnescrisismanagement.com - March 12, 2013 9:31 AM

As social media evolves, so must your social media issues management plan because your audience is growing immune. It's time to get creative. Everything about social media has evolved. Everything from your audience’s understanding of the power of their collective and individual voices, to the level of expectations that they have towards your brand in a crisis.

 

It used to be that a simple “we’re here, we hear you and we’re sorry” was enough to stop an issue in its tracks, but no longer is this the case. Things are getting more complex and brands need to be quicker on their feet and much more clever. A simple apology and statement no longer cuts it. With the lack of trust people have in brands today, in an online issues situation, your audience wants proof that you mean what you say and you say what you mean.

 

Take two recent cases as examples...

Jeff Domansky's insight:

Melissa Agnes makes a critical crisis management point -- your social media crisis plan is never static.

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