reparació d'imatge de marca per crisi online: anàlisi de cas pràctic (friday training at...
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Reparació d’imatge de marca per crisi onlineAnàlisi de cas pràctic
#ftrainings
24 d’Agost de 2012Carles Roca-FontBrand manager a @Camaloon
#ftrainings @itnig
Michael
Kristy
“In about five minutes it’ll be sent out on delivery where somebody will be eating these, yes, eating them, and little did they know that cheese was in his nose and that there was some lethal gas that ended up on their salami…”
“…Now that’s how we roll at Domino’s.”
Fancy a pizza?
CEO President a US
NEGACIÓ
EVASIÓ DE RESPONSABILITAT
REDUCCIÓ DE L’OFENSA
ACCIÓ CORRECTORA
MORTIFICACIÓ
ESTRATÈGIES Image Repair Theory (Benoit)
“…funny Youtube hoax”
“We thank members of online community who quickly alerted us and allowed us to take immediate action"
“Although the individuals in question claim it’s a hoax, we are taking this incredibly seriously.”
Validació social per Robert
Cialdini
”Quan tenim incertesa de
com actuar, mirarem el que
fa l’altra gent per guiar-nos.
Això ho fem de manera
automàtica i inconscient. “
A hoax is a deliberately fabricated falsehood made to masquerade as truth.
HOAX
This was an isolated incident in Conover, North Carolina
REDUCCIÓ DE L’OFENSA
The two team members have been dismissed and there are felony warrants out for their arrest.”
ACCIÓ CORRECTORA
“The store has been shut down and sanitized from top to bottom”
ACCIÓ CORRECTORA
“There is nothing more important or sacred to us than our customer’s trust”
REDUCCIÓ DE L’OFENSA Bolstering/Reforç valors
“We’re re-examining all of our hiring practices to make sure that people like this don’t make it into our stores. We have auditors in our stores across the country every day of the week, making sure that our stores are as clean as they can possibly be, and that we’re delivering high quality food to our customers day-in and day-out.”
REDUCCIÓ DE L’OFENSA Bolstering/Reforç valors
ACCIÓ CORRECTORA
"The independent owner of that store is reeling from the damage of this has caused"
“…a lot of damage to our brand”
“It sickens me, that the actions of two individuals could impact our great system, where 125.000 men and women work for local business owners around the U.S., and more than 60 countries around the world.”
EVASIÓ DE RESPONSABILITAT
REDUCCIÓ DE L’OFENSA Bolstering/Reforç valors
EL TEU TIET, EL PAGÈS
“There are so many people who have come forward with messages of support for us and we want to thank you for hanging in there with us as we work to regain your trust"
Més validació social
HOAX: 2 vegadesINCIDENT: 2 vegades
DAMAGE: 2 vegadesCOST: 2 vegades
THANK (them/you) : 3 vegades
• Parla en detall dels fets delictius? Els minimitza?• Diu tota la veritat? És creible? • Fa servir l’estratègia de la negació? • Fa servir l’estratègia de la mortificació?• Accepta les responsabilitats de l’empresa?• S’ajuda dels seus (pressumptes) aliats? • Es fan suficients accions correctores?• Fa èmfasi dels valors de la marca?
• Qui és la víctima i com evoluciona al llarg del discurs?
PREGUNTES CLAU
Hello, I'm Patrick Doyle, president of Domino's USA. Recently, we discovered a video of two dominoes team members who thought that their acts would be a funny YouTube hoax. We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously. This was an isolated incident in Conover, North Carolina. The two team members have been dismissed and there are felony warrants out for their arrests. The store has been shut down and sanitized from top to bottom. There is nothing more important or sacred to us than our customers trust. We are re-examining all of our hiring practices to make that people like this don't make it into our stores. We have auditors across the country in our stores everyday of the week, making sure that our stores are as clean as they can possibly be and that we are delivering high quality food to our customers day in and day out. The independent owner of that store is reeling from the damage that this has caused and it is not a surprise that this has caused a lot of damage to our brand. It sickens me that the actions of two individuals could impact our great system, where 125 000 men and women work for local business owners around the US and more than 60 countries around the world. We take tremendous pride in crafting delicious food that they deliver to you every day. There are so many people who have come forward with messages of support for us and we want to thank you for hanging in there with us as we work to regain your trust.
Font: MediaCurves.com. Comentaris: Elaboració pròpia
ALTRES ACCIONS
Joc a l’atac
Gràcies per venir!
Carles Roca-Font@marphille
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