Insightpool - Chick-fil-A Public Relations Nightmare Solution

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Chick-fil-A experienced significant backlash in the Summer of 2012 when their President, Dan Cathy, vocalized his personal sentiments towards same sex marriage. Learn how Insightpool was able to uncover Chick-fil-A's best resource, and they didn't even know he existed.

Technology

Chick-ﬁl-A Public Relations Nightmare:
How Things Could Have Been Different

July 2012

Monday, March 4, 2013

Chick-ﬁl-A President Dan Cathy
rufﬂed a few feathers.

Monday, March 4, 2013

Crisis
Management
Mode

Monday, March 4, 2013

Why not turn to your own fans?

Monday, March 4, 2013

Fortunately, @Chickﬁla has built an
army of followers so how we can
leverage that passionate following?

Monday, March 4, 2013

By July 2012, Chick-ﬁl-a has assembled ~170k followers.

Monday, March 4, 2013

?
They just don’t know who comprised the fanbase.

Monday, March 4, 2013

Insightpool uncovered Chick-ﬁl-A had already
captured some prominent and powerful inﬂuencers.

Monday, March 4, 2013

But, which key inﬂuencers would be
most interested about this topic?

Monday, March 4, 2013

In seconds, Insightpool identiﬁed 116 CFA fans
that were openly gay according to their proﬁles.

Monday, March 4, 2013

But none topped Justin Heling.

Monday, March 4, 2013

Justin was already talking about the subject.

Monday, March 4, 2013

Justin’s sentiment was being carried
further by the network effect.

Monday, March 4, 2013

...but best of all...

Monday, March 4, 2013

Justin was defending Chick-ﬁl-A,
and yet, Chick-ﬁl-A had no clue.

Monday, March 4, 2013

What should Chick-ﬁl-a have done?

Monday, March 4, 2013

Put Justin front & center,
and let his voice be heard.

Monday, March 4, 2013

Twitter has given brands the ability
to promote their own tweets.

Monday, March 4, 2013

Promoted by Chick-ﬁl-a

Who better to promote than Justin?

Monday, March 4, 2013

How can we help?

Adam Wexler, Chief Evangelist Ofﬁcer
adam.wexler@insightpool.com | @thewordpainter

Monday, March 4, 2013

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Insightpool - Chick-fil-A Public Relations Nightmare Solution

1. Chick-ﬁl-A Public Relations Nightmare: How Things Could Have Been Different July 2012 Monday, March 4, 2013

2. Chick-ﬁl-A President Dan Cathy rufﬂed a few feathers. Monday, March 4, 2013

3. Monday, March 4, 2013

4. The Backlash Monday, March 4, 2013

5. Crisis Management Mode Monday, March 4, 2013

6. Why not turn to your own fans? Monday, March 4, 2013

7. Fan Hierarchy Brand Defenders Brand Advocates Brand Loyalists Brand Fans Monday, March 4, 2013

8. Usually, a Brand Advocate could sufﬁce... Monday, March 4, 2013

9. ...but Chick-ﬁl-a needs a Brand Defender. Monday, March 4, 2013

10. Fortunately, @Chickﬁla has built an army of followers so how we can leverage that passionate following? Monday, March 4, 2013

11. By July 2012, Chick-ﬁl-a has assembled ~170k followers. Monday, March 4, 2013

12. ? They just don’t know who comprised the fanbase. Monday, March 4, 2013

13. Insightpool uncovered Chick-ﬁl-A had already captured some prominent and powerful inﬂuencers. Monday, March 4, 2013

14. But, which key inﬂuencers would be most interested about this topic? Monday, March 4, 2013

15. In seconds, Insightpool identiﬁed 116 CFA fans that were openly gay according to their proﬁles. Monday, March 4, 2013

16. But none topped Justin Heling. Monday, March 4, 2013

17. Justin was already talking about the subject. Monday, March 4, 2013

18. Justin’s sentiment was being carried further by the network effect. Monday, March 4, 2013

19. ...but best of all... Monday, March 4, 2013

20. Monday, March 4, 2013

21. Justin was defending Chick-ﬁl-A, and yet, Chick-ﬁl-A had no clue. Monday, March 4, 2013

22. What should Chick-ﬁl-a have done? Monday, March 4, 2013

23. Put Justin front & center, and let his voice be heard. Monday, March 4, 2013

24. but how? Monday, March 4, 2013

25. Twitter has given brands the ability to promote their own tweets. Monday, March 4, 2013

26. Promoted by Chick-ﬁl-a Who better to promote than Justin? Monday, March 4, 2013

27. How can we help? Adam Wexler, Chief Evangelist Ofﬁcer adam.wexler@insightpool.com | @thewordpainter Monday, March 4, 2013

Insightpool - Chick-fil-A Public Relations Nightmare Solution

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