1

Social Media Defense:Protecting your Brand when its Under Attack

3

Why care about social media?

• Everyone is mobile

• People are sharing experiences and opinions (good or bad) about brands

• Search drives awareness and relevance

4

Jumping into the Storm

5

Snowed under in the Northwest

6

Over 560,000 positive impressions generated by customer responses

7

Customers share appreciation for outreach

8

FedEx & Brown Bailout Attack

9

10

11

@jacquesmunkey UPS has not asked Congress for a bailout. Ever. http://bit.ly/gTFxw

12

Correcting the story

13

Addressing employee allegations

14

What we didn’t respond to

15

Haiti Rumor Response

16

News about Haiti quake led to multiple rumors – including UPS free shipping

17

Blog served as official response to rumor

18

The rumor started in Twitter and we worked to correct it there

19

And the Twittersphere helped spread the message

20

Outreach also drove interest in our Haiti stories

21

iPad Launch

22

iPad launch day delivery

• UPS helped Apple deliver iPads on its April 3rd launch day in the U.S.

• Anticipation and enthusiasm drove online conversations when Apple customers received their shipping alert

23

For some customers, enthusiasm turned to confusion

24

We answered questions (and relieved anxiety)

25

Insights on social media conversations shared at upside blog

26

0

50

100

150

200

250

300

350

400

450

500

3/27/2010

3/29/2010

3/31/2010

4/2/2010

4/4/2010

4/6/2010

4/8/2010

4/10/2010

4/12/2010

Individual Mentions at Twitter

At Twitter, conversation peaked during launch week

27

5 Tips for Social Media Defense

1.) Start monitoring now

2.) Build a credible online voice

3.) Train and empower your staff

4.) Know when to respond and when not to

5.) Issues can offer advantages

28