E-Ethics Webinar 2 - Cases of Starbucks Big Bad Blogger and Marlboro Red List (Dec 17, 2012)

1. e-Ethics
Webinar 2
Edwin S. Soriano
Planu
Planu
@ka_edong

2. Warm-up 1: Would you share this? (Yes/No)
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3. Warm-up II: Would you share this? (Yes/No)
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4. Thoughts to Ponder
•What you focus on expands.
• Focus on the right / good.

5. In the News
• Newtown, Connecticut shootout
• Which portions/reports/aspects of this story did you share, if any?
• I didn't share anything but I noticed a lot of people in my
network shared the story of one of the teachers named Victoria
who hid her students in the closet and they survived. - Catherine
• I just "liked" some of the posts condemning it especially the fact
the small children were killed. - Joy
• It just got me thinking about how this world has changed so
much, not only through climate change but also the psyche of
people - Stefano
• Search terms: “Turn off the news” Morgan Freeman

6. Warm-up III: Would you share this? (Yes/No)
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7. Case 1: Starbucks
promo gone wild
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8. Case 1: Starbucks
Eli
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9. Case 1: Starbucks
Michelle
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10. Case 1: Starbucks promo gone wild
• Dear CDM e-Ethics consultants,
Our group made a mistake in
our email promo.
What advise would you give?
Lovingly yours,
Starbucks CEO
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11. Case 1: Starbucks promo gone wild
What advise would you give?
• Under the circumstances, if it was not for social media,
but if the world was still working on traditional
marketing then this would not have been a problem. -
Romson
• We can write to the previous recipients, humbly
apologize and this time, give a real discount as a sort
of "gift" - Ai
• Make a formal public apology explaining the situation
and clearly admitting their error. Not just sweep it
under the rug. - Catherine
Planu
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12. Case 1: Starbucks promo gone wild
What advise would you give?
• Sometimes, keeping things traditional sometimes is the best
option. Possibly utilize real coupons where your staff can
hand out to favored customers would been highly
appreciated. Starbucks should have held the campaign as a
local campaign for that was exactly what it was.- Romson
• Honor the offer, that's the best damage control they could
do. - Joy
• My advise would be to KNOW exactly what your promos
are. Understand the consumer process. And then use this
problem to build upon the new promo as a sorry to the
consumers. - Stefano
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13. Case 1: Starbucks
Eli
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14. Case 1: Starbucks
Rocel
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15. Case 1: Starbucks (Post Script)
Liza
Reading the case study, Starbucks was only working on a local market area
and the current deal was isolated to within just a few locations. All it was
was really a local markeing play. - Romson
I think they did the right thing by explaining the
situation and their error. - Catherine
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16. Post Script: Starbucks
Now, Caribou Coffee is willing to pick up Starbucks’
slack – literally. The company says it will honor the void
Starbucks coupons. If customers bring the coupon to a
Caribou store they will receive a free medium (drink) ....
For Starbucks, this incident serves as a lesson of how
backing out on an offer can damage your reputation
and can leave the door open to competitors!
Marketing
http://marketingmonster.wordpress.com/ Monster
2006/09/06/
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17. Case II:
Big Bad Blogger
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18. Case II: Big Bad Blogger
What questions do you have
about the Big Bad Blogger case?
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19. Q&A
• Stefano: Does this actually happen nowadays? :)
• I was in PR in the hotel and restaurant
industry and there could really be press
people who would push their way around
but as the PR practitioner, it is up to you if
you would give in to their requests in
exchange for a publicity of your company. I
just want to highlight that there are still
honest-to-goodness writers. - Joy

20. Q&A
• In my previous job, I received an email proposal from
a blogger wanting a free room in exchange for a
feature however it was mentioned that it didn't
guarantee a positive review. It was just a little weird
considering the person's site wasn't one of the more
famous travel blogs. We opted to decline. - Catherine
• Our hotel manager was a bit concerned that the
blogger wouldn't be objective in the sense of
presenting pros and cons. So to stay safe we opted to
decline. - Catherine

21. Thoughts
• Universal law: You earn as much as the
value that you put out in the world.
• It’s your level of acceptance that allows you
to receive blessings.

22. Four Types of Bloggers
Journal, Hobby,
Value and Google/SEO
- Carlo Ople
Know your blogger. - edWIN

23. Case III:
Marlboro’s Red List
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24. Given additional info,
do you have any new insights to the case?
• Yes definitely. Because it shows that Malboro had no intent to
disobey the law during the early stages of the event prep. -
Catherine
• I thought Malboro was trying to Jump the Law. But after the
insight, it is good to know that Malboro was honorable unlike
Starbucks - Romson
• So prang nalugi yung marlboro sa concert kasi they didnt get
publicity tas they spent? :) Alright :) nalungkot ako for them pero
maybe they should improve on their social media policy for their
employees :) - Eli
Planu
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25. Given additional info,
do you have any new insights to the case?
• Close to what I was had imagined. Initially, I thought it
was a private party for - stockholders, employees. -a
company event. - Romeo
• I already mentioned in my assignment that it looks like
Marlboro isn't violating any IMMAP/ASC etc. regulations.
So in effect parang reverse sila ng Starbucks case? kasi
sa Starbucks things went out of hand and they pulled
the plug instead of honoring the vouchers? - Kimberley
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26. What is your ultimate guide for ethics?
• Conscience - Ai • personal values <if your values does
not answer/cover it, seek the guides>
• Try to Empathize before Judgement - - Michelle
Romson
• Treat others how you want to be
• Trust your moral compass. - treated. - Cielo
Catherine
• Experience and observation. And a
• Do no harm and good will. - Romeo little bit of the Golden Rule. -
Kimberley
Lorenzo
• gut feeling - Joy Gonzales • Good Values and standards :) - Eli
• Be of service to others. - edWIN
Planu
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27. Edwin S. Soriano
twitter: ka_edong
www.edwinsoriano.com
Facebook: Planu
www.teamplanu.com
https://www.slideshare.net/ka_edong/
Planu
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