on responding - people's insights for october 2014
DESCRIPTION
In this issue of the People’s Insights monthly briefs, we look at different ways brands, corporate communicators and public figures have chosen to respond to criticism on social media. The forms of criticism vary from stray comments, detailed blog posts, and op-eds in the New York Times to angry voices on social media. Here’s an overview of the examples featured in this report: • Responding to… Maintain Decorum • Responding to… End Speculation • Responding to… Correct Inaccuracies • Responding to… Change Perceptions • Bonus: Responding to… Set the Tone We’d love to hear your take on these approaches. Do share your thoughts with us at @PeoplesLab on Twitter. You can also reach out to us on Twitter @msl_group.TRANSCRIPT
On Responding
photo: petesimon on flickr
Being present on social media, listening to people’s conversations and
feedback, and engaging stakeholders in two-way communications…. these
are among some of the new norms for organizations, brands and public
figures today.
In this issue of the People’s Insights monthly briefs, we look at different
ways brands, corporate communicators and public have chosen to respond
to criticism on social media. The forms of criticism vary from stray
comments, detailed blog posts, op-eds in the New York Times to angry
voices on social media. The motivation to respond, though, seems
consistent: silence would do more harm.
Here’s an overview of the examples featured in this report:
Responding to… Maintain Decorum
When you have a social media page or community, it’s sometimes a smart
idea to ignore unconstructive, irrelevant comments. Other times, it’s
necessary to respond to take control and maintain healthy environment.
• Frederike den Ottelander, MSLGROUP’s Head of Digital and Social in the
Netherlands, shares the example of how Frans Timmermans, the First
Vice-President of the EU Committee, manages his base of over 200,000
followers on Facebook like a ‘social media rockstar.’
Responding to… End Speculation
A silent firm is defined by others, as MSLGROUP’s Pascal Beucler says in The
Reputation Complex.
• Adobe, Intel, Mercedes-Benz and prominent members of the gaming
community learned this the hard way, when proponents of #gamergate
cited their silence as support for the #gamergate movement. The
speculation that followed prompted Adobe and Intel to release
statements on the issue, and artists behind the comics Giant Bomb,
Oglaf and Nedroid made their stance explicitly clear on their social
media pages.
• Actress Renee Zellweger too felt pressured to release a statement,
after her new look became a central point of discussion in the news and
on social media. Her motive? To let people know she was happy with her
look, and end the floods of conversation.
Responding to… Correct Inaccuracies
Once it’s online, it’s there forever. Even if it’s not necessarily accurate.
In two separate incidents earlier this year, senior executives at Walmart and
Coca-Cola strongly countered online criticism that they felt was inaccurate,
with lengthy comments and blog posts. This approach was effective in
giving the alternative point of view exposure online. However, it can
oscillate between promoting a fixed view and engaging in a constructive
dialog.
• Walmart’s former VP of corporate comms David Tovar lashed back at
criticism in a New York Times op-ed, by ‘correcting’ the original piece
with a handwritten comments in red ink and posting it to the Walmart
blog. A bold move that brought his argument to the limelight.
• Coca-Cola’s former director of digital comms and social media Ashley
Brown responded to criticism in a Sparksheet blog post, sparking a deep
and insightful conversation with the author and other content marketers
over the course of four months.
Responding to… Change Perceptions
For brands that have poor reputations in certain areas, the best defense can be an
offense.
• With its Our Food. Your Questions. program, McDonald’s is tackling criticism,
rumors and questions about their food head-on. The program launched in
Canada in 2012, in Australia in 2013 and was just launched in the United
States in October 2014.
• The NFL too will have to take a long term approach to fix it’s brand image.
After months of criticism about the way it investigated the domestic violence
by footballer Ray Rice, the league recently announced several new initiatives
to prevent and manage violence/abuse within the league.
Bonus: Responding to… Set the Tone
In times of crisis, the first response can set the tone for the company’s
subsequent activity – and people’s reactions.
• The Drum has a great analysis on Richard Branson’s immediate response
to the Virgin Galactic crash that took place on October 31st, check it out
here.
We’d love to hear your take on these approaches. Do share your thoughts
with us at @PeoplesLab on Twitter.
Nidhi Makhija-Chimnani
Director, Research and Insights, MSLGROUP
• Frans Timmermans on Facebook
• Disengaging from #Gamergate
• Renee Zellweger responds
• Walmart’s Fact Check
• The Coca Cola Content Journey Debate
• McDonald’s Our food. Your questions.
• NFL’s shaky stand on Domestic Violence
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19
22
27
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36
Frans Timmermans on
facebook.com/frans.timmermans
By Frederike den Ottelander, Head of Digital & Social, Netherlands,
MSLGROUP
Largest fan base amongst members of the EU Commission
At the beginning of this month, Frans Timmermans nailed his
application for First Vice-President at the EU committee by answering
questions in five different languages.
Few people know that Timmermans is also a political social media
rockstar on Facebook in the Netherlands. With over 200,000
followers, Timmermans, former Dutch Minister of Foreign Affairs, is by
far the most followed politician on Facebook in the Netherlands.
Not exactly the 45 million fans that Barack Obama has… but compared
to other Dutch politicians such as the Dutch Prime Minister and
Timmermans’ new colleagues at the EU, Timmermans is a clear
winner.
Top 5 Facebook
accounts of the new
EU Commission
Response & Reactions: What’s working for Timmermans?
The answer is the combination of the right choice of platform,
understanding of the platform and the right mix of content.
1. Right choice of platform: most Dutch politicians are on Twitter,
where they find political colleagues and ‘enemies,’ journalists and
people interested in politics.
However, social media usage in the Netherlands show that only 21% of
the 18+ Dutch population is on Twitter, whereas 73% of the 18+
population is active on Facebook. Facebook is a better platform for
this audience.
2. Understanding of the platform: In November 2012, Timmermans
took his personal Facebook account offline because he received
aggressive comments in response to his political views. Timmermans
had already been on Facebook for years. After a month, he decided
that it was time to return despite his negative experience – but this
time with a fan page instead of a personal account. He had learnt his
lesson.
He still gets involved in discussions around political issues every now
and then, but has clearly stated in his ‘About’ page that he expects
people to be respectful to him and others. And when people do not do
so, he addresses it head on.
A critic commented on the above post, saying “You have excellent music taste for a
hypocritical and self-centered money-grubber.” Timmermans responded: “And for
such a friendly looking lady, you have a pretty big mouth”
For example, on May 16th, he
posted an update on his page that
he was aware of a small group
that was misbehaving in the
comments section. He asked them
to behave and reminded them
about the implications if they
refused to do so.
More recently, after he and his
community got tired of an endless
stream of negative comments, he
decided to let them know that he
had heard them. He picked up a
negative comment and responded
to it with a snarky comment of his
own. This approach attracted
2,000 likes as well as national
coverage on social media and
marketing/communication blogs.
Sometimes, words cannot express how you feel
3. Right mix of content:
Timmermans understands his
audience. His content is a mix of
news, insights, ‘what I am doing
right now’ updates and last but
not least, some personal content.
As a multilingual politician,
Timmermans understands not only
the power of words, but also the
power of images. For example, on
the national day of mourning after
the MH17 tragedy, Frans
Timmermans chose to just post a
picture.
Timmermans straightforward
approach seems to be working
well for his over 200,000
followers.
For tips on maintaining a presence on
social media, check out Frederike’s full
post: Political Social Rockstars: Why
Every Politician Should be on Facebook.
Disengaging from
#Gamergate
thebullyprojectmural.com
Background: The two sides of #gamergate
Over the summer, some members of the gaming community rallied
together to create the controversial #gamergate movement. The
movement has two sides. One is about exposing the corruption within
gaming journalism and demanding ethical practices (some journalists
are ‘too close’ to game developers, they argue). The other side,
which has arguably taken over #gamergate, is seemingly about
silencing female critics, developers and gaming press that push for
diversification of gaming culture.
#Gamergate got coverage in mainstream media following reports of
harassment, abuse and hacking directed against female critics,
leading to headlines like Massacre' threat forces Anita Sarkeesian to
cancel university talk and Felicia Day's public details put online after
she described Gamergate fears.
Controversy grew as members of #gamergate initiated an email
campaign (“Operation Disrespectful Nod”) asking advertisers to pull
ads from sites that carry these women’s articles and criticism against
#gamergate. And – as other gamers and celebrities condemned the
movement on social media (Gamergate Is Running Out of Heroes).
For full infographic, visit gamergate.me
digiday.com
Response: Disengage!
Brands targeted by the campaign,
including Kraft, Verizon, Best Buy,
Adobe, Intel, Mercedes-Benz and
BMW, found themselves in a tough
spot – should they meet consumer’s
demands (as Intel put it) or stay
away from the increasingly
polarized debate?
AdAge’s Alex Kantrowitz votes for
the latter, pointing out that “those
not responding are in better shape
than those who have.” But this
seems to be a result of these
brands pulling ads without
commenting on the larger issue.
Take the example of Intel. Around
October 1, the brand gave in to
demands to withdraw advertising
from Gamasutra, but didn’t release
a statement until October 3.
Top to bottom: Forbes, The Verge, The Verge, arts technica
By then, #gamergate opponents
were furious with the move. In its
statement, Intel had to clarify
that it did not support any side,
and offered a blanket apology for
offending anyone.
Adobe’s initial action was just as
confusing. The brand asked
Gawker (a key target of
#gamergate) to remove the Adobe
logo from its footer and tweeted
“We are not an advertiser w/
Gawker. We asked Gawker to
remove our logo. Adobe stands
against bullying.” It wasn’t clear
which side Adobe was on – was it
anti the bullying of gamers, or
anti the bullying of the female
victims? Adobe launched a
statement soon after to clarify.
Mercedes-Benz and BMW too have
withdrawn advertising on Gawker,
but have not released statements
online.
waxy.org
While brands are clearly
refraining from picking sides,
people named by #gamergate are
speaking out. For instance, when
blogger Andy Baio pointed out
that #gamergate proponents count
their silence as support, three
members of the gaming / comic
industry immediately made it
clear they did not support the
movement.
Stay away! Or, take a stand?
Communicators are
recommending brands stay away
from what AdAge calls a “lose-lose
situation.”
PRWeek’s Chris Daniels asked PR
professionals what they thought
and the answer remained the
same: it’s “difficult for
stakeholders to have a civil
conversation about the issues.”
prweek.com
For several, this stems from a believe that the problem will ultimately
go away. Daniels notes:
“Others who talked with PRWeek about the issue suggest
GamerGate will have little impact on the video game industry in
the long run.”
But what if the movement is here to stay? And given the context of
today’s communications landscape where brands like Dove and Virgin
have benefited from taking a strong stand, is there an opportunity for
brands to get involved?
Rohit Thawani, director of digital and social strategy at
TBWA\Chiat\Day seems to think so:
“Advertisers supporting stands are seeing greater returns. The
era of running away from issues and problems are over.”
Renee Zellweger responds
mic.com
Background: A new look
Renee Zellweger made a comeback to the public spotlight with her
appearance at the Elle Women in Hollywood Awards in October.
Entertainment media and Twitter were filled with comments on her
new look and speculation that Zellweger must have had some plastic
surgery work. She simply looked “unrecognizable,” as The Daily Mail
and Fox News shouted in headlines. Even the New York Times and
Time magazine joined the bandwagon, commenting on her looks and
on people’s reaction to it.
Overnight, the internet was filled with slideshows showing before and
after photos and articles in which plastic surgeons explained what
Zellweger could have had done. Writers and bloggers debated why her
new look was such a hot topic of discussion. Others analyzed the
impact of show business on aging actresses.
The debate raged on, did she / didn’t she?, looks good / looks awful,
yay plastic surgery / nay plastic surgery, and a quick two days later,
Zellweger decided to speak up, to get others to calm down. Top news items the day after the Elle
awards show
people.com
Response: I’m happy and thrilled that it shows
“It seems the folks who come digging around for some nefarious
truth which doesn’t exist won’t get off my porch until I answer the
door,” Zellweger said to People magazine, and then shared her views.
She deflected the attention away from her physical appearance to
focus on happiness and health:
"I'm glad folks think I look different! I'm living a different, happy,
more fulfilling life, and I'm thrilled that perhaps it shows.
“My friends say that I look peaceful. I am healthy. For a long time
I wasn't doing such a good job with that. I took on a schedule that
is not realistically sustainable and didn't allow for taking care of
myself. Rather than stopping to recalibrate, I kept running until I
was depleted and made bad choices about how to conceal the
exhaustion. I was aware of the chaos and finally chose different
things.”
And, she subtly reminded people that she should look different as she
ages, but again, she’s happy.
“People don’t know me in my 40s. People don’t know me [as]
healthy for a while. Perhaps I look different. Who doesn’t as they
get older?! Ha. But I am different. I’m happy.”
Top to bottom: The Guardian, Buzzfeed, and Vanity Fair
Reactions: Dignified vs.
hollow
Many people appreciated the way
Zellweger handled the criticism
and nastiness, calling it
“dignified” and “brilliant." Others
focused on the fact that she was
happy, saying that’s all that
mattered. Yet others found it
‘hollow’ that she chose not to
comment on the rumors of plastic
surgery.
But her statement did provide
some closure and the
conversations finally began to
simmer down.
Walmart’s Fact Check
blog.walmart.com
Background: NYT calls Walmart a “drain on taxpayers”
Over the summer, New York Times contributor Timothy Egan wrote the
opinion piece The Corporate Daddy which painted a bleak economic
future and criticized Walmart’s impact on the American economy.
Egan’s argument:
“It’s a sad day when we have to look to corporations for
education, health care and basic ways to boost the middle
class….
“Walmart, the nation’s top private employer and the world’s
largest public corporation, is a big part of the problem — and
could be a big part of the solution.”
Egan then proceeded to point out the income gap between Walmart’s
lowest and highest paid employees, call Walmart a “drain on
taxpayers” and criticize the poor adoption of Walmart’s program to
help employees pay for tuition.
nytimes.com
twitter.com/walmartnewsroom, blog.walmart.com
Response: Walmart’s VP of
corp comms “fact checks”
the article
The very next day, Walmart’s then
VP of corporate communications
David Tovar responded to the
article, marking it up with his
comments in a red pen and
posting it to the Walmart blog.
“We had some fun with it,” he
says in the blog post, and begins
his response with a sarcastic note:
“Tim - Thanks for sharing
your first draft. Below are a
few thoughts to ensure
something inaccurate doesn't
get published. Hope this
helps – WMT”
twitter.com/marketingprofs
They found the approach refreshing and indicative of the possibilities
of a digital world, which provides corporate communicators with new
ways to reach audiences. Others pointed out that Walmart’s response
too should be subject to a fact check – several news sites and
organizations complied.
Some professionals and journalists felt the approach could be more
constructive. PRWeek has a good round-up of PR professionals’ views
here, best summarized in Salon contributor Ari Rabin-Havt’s
comments: Walmart missed the opportunity to use the NYT column as
a “moment for serious introspection”:
“Wal-Mart isn’t going away and any conversation about wages,
manufacturing and the reliance on public benefits by the
employees of America’s largest corporations is ultimately going
to include its participation. This latest salvo seems to indicate it
remains intent on making it as unproductive a conversation as
possible.”
The Coca-Cola Content
Journey debate
27sparksheet.com
Background: Is Coca-Cola’s corporate website worth the
investment?
In the beginning of this year, social media manager Mark Higginson
wrote an article for content marketing blog Sparksheet questioning
the benefit of content marketing and citing the Coca-Cola Journey
corporate website as an example. The corporate website had just
completed its first year and was under some scrutiny from marketers
who were trying to determine the impact of the initiative.
What’s different about Coca-Cola Journey? It’s more of a digital
magazine with multiple posts a day on a broad range of Coca-Cola
topics – recipes, #cokestyle, Coca-Cola’s initiatives in the start-up
scene, happiness – and some non-Coca-Cola topics like Halloween. In
short, a huge leap from the typical corporate website.
The new website is backed by a multi-million dollar investment and a
proper newsroom. This caught Higginson’s attention and inspired him
to ask – is it worth it for Coca-Cola? He analyzed 78 random blog
posts, determined that number of social shares were in the hundreds
and concluded that for a company that sells 1.8 billion beverages a
day, the site does not offer a good return on investment. coca-colacompany.com
One of many comments Brown posted on Sparksheet
Response: Founder of the
Journey presents a strong
case
Ashley Brown, the founder of the
website and Director of Digital
Communications and Social Media
at Coca-Cola at the time, wrote
back two days later calling
Higginson’s argument flawed.
Brown’s point of view: his team
was happy with the number of
social shares they received, and
were more interested in “things
like time spent on page, unique
visitors, referrals, and more than
a hundred other inputs” when
evaluating the success of their
site.
ashbrown.org
A deep, four month long conversation ensues
Sparksheet readers took advantage of the presence of both Higginson
and Brown in the comments section and asked questions on both
arguments. Since Sparksheet attracts a niche audience of content
marketers, a healthy conversation followed with readers sharing their
own view points and even tips for the Coca-Cola team on audience
strategy and search performance.
Both Higginson and Brown responded to comments and the overall
result was a much deeper picture of the behind-the-scenes evaluation
at Coca-Cola and the lack of agreement within the content marketing
industry on measuring success. In fact, the latter was a key reason for
Brown to be so vocal about his experiences on Journey – it was a new
concept for a corporate site and needed to be both explained and
justified.
It’s also worth noting that both Brown and the Sparksheet team were
committed to having a constructive conversation– they even invited
each other to contribute to their respective blogs. Readers
appreciated the continued discussion and joined in as many as four
months later, proving not only the long-tail of online content but also
the value of responding publicly online.
McDonald’s Our food. Your
questions.
31
mcdonalds.com
Background: Fielding doubts about McDonald’s food
People have been concerned about the quality of McDonald’s food for
years now, due to questions raised by the documentary Super Size Me
(2004), individual experiments to test if the food will rot like the
Happy Meal Project, and more recently Jaimie Oliver’ campaign to
make McDonald’s stop using pink slime in the United States (2012).
McDonald’s Canada was the first to launch Our Food. Your Questions.
to prove that they used 100% pure beef and had never used pink
slime. In 2012, they launched an online platform inviting people to
send in questions about McDonald’s food.
McDonald’s Canada received 16,000 questions in its first four months
and posted 10,000 answers in real-time. A question about the
appearance of the food in ads even led to the creation of the video
Behind the Scenes at a McDonald’s photo shoot which has received 10
million views to date.
Following the success of the Canadian campaign in changing
perspectives, it was re-created in Australia in 2013 with a similar
platform showing questions and answers, and video responses. In
2014, it was introduced in the U.S.
Watch: Is McDonald’s beef real?
Our Food. Your Questions.
comes to the United States
For the U.S. edition, McDonald’s
partnered with former host of TV
show Mythbusters Grant Imahara
to create a series of webisodes.
People were invited to share their
questions on social media, and
Imahara would visit McDonald’s
suppliers to find the answers.
McDonald’s suppliers walk Imahara
through the production process,
answer his questions and then
invite him to taste the food for
himself.
In one of the webisodes, the
person who asked the question
was invited to join Imahara at a
factory, and was featured in the
video What are McRibs made of?
Reactions: Not yet enough
There seems to be strong interest in the U.S. campaign, with two of
the longer webisodes about beef and McRibs receiving over 1.5 million
views each. But the number of dislikes match the number of likes and
the comments show that people aren’t yet convinced.
As Adweek’s Rebecca Cullers notes:
“What I most admire is that they're letting the comment feed on
YouTube be just as brutal as it wants to be. And man, is it
brutal.”
The comments are filled with cynical comments, with people still
choosing to believe the ‘myths’ rather than a mythbuster hired by
McDonald’s. It doesn’t help that the media is using the campaign to
highlight bigger problems they want McDonald’s to focus on.
For instance, John Oliver made a parody of the initial McDonald’s ad
to highlight the low wages McDonald’s employees get paid. Time
contributor Naomi Starkman wondered about the lack of questions
around more relevant hard-hitting themes like antibiotic-use and
cage-free eggs, arguing that McDonald’s competitors like Chipotle
were winning market share because of better food practices.
Our Food. Your Questions. in: Canada, Australia, U.S.
McDonald’s will have to adapt its
campaign to the U.S. audience to
drive a real change in
perceptions. It could start by
analyzing the questions to identify
what its customers care about
most and analyzing their reactions
to guide the next phase of the
campaign.
McDonald’s could also take a leaf
out of the Canadian and Australian
book, and create a warmer
repository of questions and
answers on its website.
NFL’s shaky stance on
Domestic Violence
nomore.org/nflplayerspsa
The first video released on tmz.com
Background: The Ray Rice
debacle
In the beginning of the year,
Baltimore Ravens footballer Ray
Rice was arrested for assaulting
his then fiancé in an elevator at a
casino. That very week,
entertainment channel TMZ
released the video of Rice leaving
the elevator, dragging his
unconscious fiancé behind him.
The video led to public outrage,
which was further fueled after a
court agreed to drop charges
against Rice if he enrolled in
counselling, and after NFL
Commissioner Roger Goodell
announced a suspension of only
two games in July.
nj.com
People and players alike were furious that a player who was guilty of
domestic violence would get a lighter sentence (two games) than a
player who was guilty of substance abuse (in one case, a year-long
suspension).
During Rice’s trial, a few other NFL players were accused or found
guilty of domestic violence and child abuse, straining the image of the
NFL further – especially when the media shared a USA Today database
which lists all 765 arrests of NFL players since 2000. 88 of 765 were for
domestic violence.
The crisis reached a new peak in September when TMZ released a
second video, showing the events that took place within the elevator –
Rice punching his fiancé.
NFL’s Response
By the end of August, Goodell acknowledged that the league needed a
stronger violence and abuse policy, and sent out a memo to the team
owners admitting he didn’t handle the situation well.
But his stance on Rice didn’t change until TMZ released the second
video in September. Hours after the video was released, Goodell
announced an indefinite suspension for Rice and the Baltimore Ravens
dropped him from the team.
The league also stepped up all their efforts to address the problem of
violence, and announced several initiatives in September and October:
• External investigation into the Rice incident
• Partnership with organizations NO MORE, Futures without Violence
and Coach for America
• A rehaul of the league’s Personal Conduct Policy, such that first
time offenders of violence and abuse will receive a six game ban
and repeat offenders a lifetime ban
• Hiring of female advisors to shape the league’s stance
• A 60 second PSA in which NFL Players say NO MORE, which aired
during game time
• Donations to organizations that offer support to victims of abuse
• Policy to cater to victims
• Presentation of a 40 minute training video on domestic violence to
team owners, which will also be sent to high school and college
football coaches nationwide
Current players @dougbaldwinjr, @anthonydavis76 and @charliebatch16 share their
views on Twitter
Reactions: Walk the Talk.
Reform won’t be easy for the NFL,
which faces heat from two sides
of this issue.
On the one hand, the public,
media and other NFL players are
demanding it to commit to a
serious change in the way it
handles cases of violence and
abuse. They aren’t happy with the
lack of concrete statements and
actions on the issue (see John
Olivier’s attack on Goodell on Last
Week Tonight) and are standing up
for change. Even current NFL
players are criticizing the
commissioner on Twitter openly.
bleacherreport.com
On the other hand, the NFL faces
some resistance from the players
union and guilty players on
stricter penalties. For instance,
Rice has appealed his indefinite
suspension from the league saying
that he was honest with Goodell
from day one and shouldn’t have
been punished ‘twice.’
The true test of the NFL’s new
commitment will most likely come
in November, when Goodell
decides on next steps not just for
Rice, but also for footballer
Adrian Peterson, who just pleaded
guilty to assaulting his four year
old son.
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