heather healy, stickeyes dmx dublin 2014 - 5 ways brands tackled social media crises
DESCRIPTION
How did brands react to social media crises in 2013 and who did the best job? How do you prevent a seemingly innocuous incident snowballing into a PR nightmare, and how do you win back the trust of your community? Heather Healy, Creative Communications Director at Stickyeyes presents 5 of 2013’s stories and provides her advice on handling a social media crisis of your own.TRANSCRIPT
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5 WAYS
BRANDS
TACKLED
SOCIAL
MEDIA
CRISES
Heather Healy @heatherhealy
@stickyeyes
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PREVENTION
PREPARATION
RESPONSE
RECOVERY
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BRANDS
THAT
OWNED IT
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1. RUFFLES
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1. RUFFLES
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1. RUFFLES
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1. RUFFLES
5.7ft
4.1ft
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1. RUFFLES
Source: SapientNitro
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2. RED CROSS
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2. RED CROSS
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2. RED CROSS
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2. RED CROSS
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2. RED CROSS
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2. RED CROSS
"We are an organization that
deals with life-changing
disasters and this wasn't one
of them”
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THE BRAND
THAT GAVE
IT A GOOD
GO
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3. O2
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3. O2
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3. O2
1 EVERY 6 SECONDS
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3. O2
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3. O2
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3. O2
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3. O2 “Oh @O2 have said
sorry. Nice. So when I
don’t pay my bill for
another month will a
sorry do? How about
arse-f**ing your
mothers you tw**s?””
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BRANDS THAT
WENT HOME
CRYING
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4. APPLEBEES
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4. APPLEBEES
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4. APPLEBEES
“I will not be going to Applebee’s if this
is how they treat their employees”
“Applebee’s SUCKS!!!!!”
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4. APPLEBEES
“We wish this situation hadn’t
happened. Our Guests’ personal
information – including their meal
check is private, and neither
Applebee’s nor its franchisees have a
right to share this information
publically…”
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4. APPLEBEES
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4. APPLEBEES
…and the drama
continued
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4. APPLEBEES
“I understand why you’re
upset, Manuel, I’m upset over
the situation too”
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4. APPLEBEES
“No posts have been deleted”
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4. APPLEBEES
“Applebees, just shut up”
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5. EPICURIOUS
Source: epicurious.com
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5. EPICURIOUS
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5. EPICURIOUS
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5. EPICURIOUS
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5. EPICURIOUS
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THERE’S NO SUCH
THING AS BAD
PUBLICITY
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THE BEST BRANDS Are human. They’re open
about their flaws, recognise
them and embrace them.
The best crisis management
isn’t a robotic press release,
it’s human.
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PREVENTION
PREPARATION
RESPONSE
RECOVERY
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THANK YOU!
Heather Healy @heatherhealy
@stickyeyes
Claim your free copy of our Social
Engagement Report on Colour Cosmetics
here: www.stickyeyes.com