Social Media Defense:Protecting your Brand when its Under Attack
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Why care about social media?
• Everyone is mobile
• People are sharing experiences and opinions (good or bad) about brands
• Search drives awareness and relevance
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Jumping into the Storm
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Snowed under in the Northwest
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Over 560,000 positive impressions generated by customer responses
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Customers share appreciation for outreach
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FedEx & Brown Bailout Attack
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@jacquesmunkey UPS has not asked Congress for a bailout. Ever. http://bit.ly/gTFxw
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Correcting the story
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Addressing employee allegations
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What we didn’t respond to
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Haiti Rumor Response
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News about Haiti quake led to multiple rumors – including UPS free shipping
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Blog served as official response to rumor
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The rumor started in Twitter and we worked to correct it there
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And the Twittersphere helped spread the message
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Outreach also drove interest in our Haiti stories
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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
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For some customers, enthusiasm turned to confusion
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We answered questions (and relieved anxiety)
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Insights on social media conversations shared at upside blog
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Individual Mentions at Twitter
At Twitter, conversation peaked during launch week
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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