Presentation by: Debbie Curtis-Magley, Public Relations Manager, UPS www.bdionline.com

1. Social Media Defense:
Protecting Your Brand When its Under Attack

2. Our approach
• Concentrate on goals, not channels
• Focused vs. scattered method
• Data delivers insights and success measures
• Serve community interests vs. self-promotion
• Establish good foundation
#PRNBDI

3. Events and issues get amplified in social media:
• FedEx’s “Brown Bailout” Campaign
• Haiti Earthquake – Rumors about Free UPS Shipping
• iPad Launch
• iPhone 4 Launch
• Global Labor Protests
• Dubai Plane Accident
• Yemen Suspicious Shipments
#PRNBDI

4. FedEx & Brown Bailout Attack
#PRNBDI

5. #PRNBDI

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

8. Correcting the story

9. What we didn’t respond to

10. Haiti Earthquake & Free Shipping Rumor
#PRNBDI

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

12. Blog served as official response to rumor

13. The rumor started in Twitter … and the
Twittersphere helped correct it
#PRNBDI

14. 0
01
/2
20
1/
0
01
Tweets
/2
19
1/
Haiti free shipping rumor dropped
0
01
/2
significantly after UPS response
18
1/
0
01
/2
17
1/
0
01
/2
16
1/
0
01
/2
15
1/
0
01
/2
14
1/
0
01
/2
13
1/

15. Dubai Plane Accident
#PRNBDI

16. Reports of plane crash sparked global online
news which was amplified through Twitter

17. UPS confirmed news at Pressroom and Blog
#PRNBDI

18. 0
01
/2
29 0
Total Volume (Posts and Comments)
9/ 01
Dubai Accident: Commentary Volume
/2
27 0
9/ 01
/2
25 0
9/ 01
/2
23 0
9/ 01
/2
21 0
9/ 01
/2
19 0
9/ 01
/2
17 0
9/ 01
/2
15 0
9/ 01
/2
13 0
9/ 01
/2
11
9/ 10
20
9/
9/ 10
20
7/
9/ 10
20
5/
9/ 10
20
3/
9/ 10
20
1/
9/

19. Dubai Accident: News sites and Twitter drove
initial commentary
Facebook
Blogs
News
Forums
Twitter

20. 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

21. Contact info:
Twitter: @DebCM
@UPS
@UPSHelp
Facebook: facebook.com/ups
Blog: www.blog.ups.com
#PRNBDI