1. Recovering from a Social Media #FAIL
Matthew Quint
Director, Center on Global Brand Leadership
Columbia Business School
@mattquint
Social Commerce Summit – February 6, 2013

2. Oh, those out of control
EMPLOYEES and AGENCIES

3. Who hired these clowns?

4. Chrysler’s Ad Agency:
Tweets the “F-bomb"

5. Press coverage makes a #FAIL
blow up. So respond quickly!
(If only a #FAIL never left Twitter…)

6. True #FAILs have a
financial COST

7. Wait? Isn’t social media cheap?
“When I first arrived at Citi,
we needed to get sign-off “That changed when I
from 20 different people calculated how much we
for every tweet, before we were paying per tweet in
posted it.” legal fees, and shared it
with our leadership.”
Frank Eliason, SVP, Social Media, Citi

8. Paying to give your critics a voice
“How can you look as
horrible as you taste #McDonalds”
#McDonalds Tweets
over 30 minutes
+ - Meh
20 9 10

9. Don’t newsjack a
TRAGEDY
(It’s hard to believe I have to say this)

10. Don’t hard sell in hard times

11. And that cost….
….$1,000,000 in cash and clothing donations
(but most people probably didn’t hear about this.)

12. Don’t #FAIL to
interact

13. Respond to criticism
79% of posted complaints are ignored by the brand
When the brand responds:
46% regained a positive impression of the brand
22% posted a positive comment about the brand
Oracle, 2011 Customer Experience Impact Report

14. 35% DROP in social media driving
eCommerce on Black Friday
Twitter drove… 0.00%
From IBM’s 2012 Black Friday Report

15. TRAIN your employees and connect
with your agency
Act QUICKLY in response
Assess the COST before you commit
It is often about TONE – think like a devil’s advocate
ADAPT and INTERACT to consumer behavior

16. Contact
Matthew Quint
Director, Center on Global Brand Leadership
Columbia Business School
@mattquint
mq@2120@columbia.edu
Social Commerce Summit – February 6, 2013