Brian Rudolph UPCEA Part 5: Social Media Disasters and Lessons Learned

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Post on 15-Jul-2015

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  • !www.linkedin.com/in/brianrudolph/ @brianrudolph

    What Can Higher Education Learn From Commercial Marketing? !

    (Social Media Marketing is more than just Facebook.) !

    Part 5: Social Media Disasters and Lessons Learned

  • !www.linkedin.com/in/brianrudolph/ @brianrudolph

  • 4Social Media Disasters and

    Lessons Learned

  • 5#Hashtag Hijack Or

    Should have missed that opportunity

  • SpaghettiOs

    Should Have Missed THAT Opportunity

  • Epicurious

    Should Have Missed THAT Opportunity

  • AT&T

    Should Have Missed THAT Opportunity

  • Lesson Learned: Sometimes you need to sit out of the conversation !

    Tragedy and memorials are not a real time opportunity !

    If you do participate in the conversation do so with respect !

    Even if you think you are respectful you might not be perceived that way

  • 10

    Customer Dis-service

  • Bank of America

    Customer Dis-Service

  • Kmart

    Customer Dis-Service

  • DominosTO:

    Customer Dis-Service

  • Lesson Learned: Speak like a real person !

    Read and understand context dont auto-respond !

    Cut and Pasting stock answers, again and again, gets old and gets noticed

  • 15

    Super-Duper Fans

  • Nutella

    Super-Duper Fans

  • UNITED AIRLANES

    Super-Duper Fans

    #LanesNotLines

  • Christy Mack

    Super-Duper Fans

  • Lesson Learned: Embrace your fans! !

    If there is an issue be transparent Work with the legal team, they want to be your friend (and protect the brand at the same time) !

    Work to label spoof accounts !

  • 20

    Move Over Rover Let the USER Take Over

  • JP Morgan #ASKJPM

    Let the USER Take Over

  • Lays Potato Chips Online Flavor Submissions

    Let the USER Take Over

  • GUMMI BEARS

    Let the USER Take Over

  • Lesson Learned: Moderation of UGC should be considered for apps or contests !

    On the internet a Q&A is an AMA (Ask Me Anything) !

    !

  • 25

    Collateral Damage

  • Has Justine Landed Yet?

    Collateral Damage

  • OPPORTUNITY

    Collateral Damage

  • OPPORTUNITY

    Collateral Damage

  • Lesson Learned: Employee Social Media Training is a MUST !

    Have a crisis plan, and pre-determined policies for dealing with fan comments !

    Dont delete, spam, or fan the flames !

    Social Media Security on your Accounts !

    !

  • 30

    Bonus Round

    Celebs Gone Wild!!

  • Kanye West

    Celebrities Gone Wild

  • Alec Baldwin

    Celebrities Gone Wild

  • Amanda Bynes

    Celebrities Gone Wild

  • Lesson Learned: !

    Uh !

    !

    Celebrities live in their own little world full of rainbows and unicorns?

  • 35

    More to Come.