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1、A Short History of Social Media Screw Ups,Presents,This is a short history of how social media transported PR, marketing, advertising and corporate communication out of the stone age.,There was a time when companies still controlled their message to the public.,September 2004,A Kryptonite lock is pi
2、cked apart by a blogger with a Bic pen. First blogs, then the New York Times amplify the feat as the company fails to respond.,Social Relevance: Viral effect costs $15 million in product recalls.,June 2005,LOreal is skinned alive by the first big fake blog fiasco,Social Relevance: The first demonstr
3、ation that flashy advertising values dont work in social media.,August 2005,Jeff Jarvis invents “angry blogger slams customer service syndrome”. Hundreds of others blog about similar shoddy Dell customer service.,Social Relevance: Dell is one of the first companies to learn that, in social media, yo
4、u ignore your customers at your peril.,April 2006,Chevys Design your own Tahoe competition loses its big end to crowdsourced complaints.,Social Relevance: A big brand learns first-hand it has no control when it comes to social media marketing.,June 2006,Dells reputation goes up in smoke after leadin
5、g tech blog Gizmodo publishes photo of exploding laptop.,Social Relevance: The power of a single image that spreads online. Dell forced to recall more than 4 million laptop batteries.,June 2006,Diet Coke and Mentos Who knew? This was one of the first YouTube memes, copied numerous times and with mil
6、lions of views.,Social Relevance: Coca-Cola hated it and complained but later came to embrace social media. “Our consumers control our brand” became its mantra.,June 2006,Asleep at the wheel: Comcast technician becomes poster child for poor customer service. 1.3 million view the video.,Social Releva
7、nce: Comcast humiliation caused a change in priorities. Soon becomes industry leader in Twitter customer service help.,August 2006,Starbucks is hit by a satirical attack on the price of Frappucinos as it fights accusations of unfairly treating Ethiopian coffee workers.,Social Relevance: Videos like
8、this highlighted Starbucks was losing touch with customers. Starbucks decides to make social media a priority.,Folksy “Isnt Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when unmasked as being paid for by company.,Social Relevance: Black eye for Wal-Mart amid ac
9、cusations that it was trying to shift attention away from criticism of its labor practices.,October 2006,December 2006,Sony sets new low standard for fake blogs with “All I want for Xmas is a PSP”. They even made a memorable video, now infamous.,Social Relevance: Digital egg on face. PSP fans are ou
10、traged at being patronised. Sony issues social media mea culpa and pulls campaign.,January 2007,Valentines Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal.,Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO Dav
11、id Neelman quickly crafted a YouTube apology.,February 2007,Taco Bell suffers the ultimate PR horror, rats taking over one of its Manhattan chains. And a local TV news crew was there to document it.,Social Relevance: Rodents in the kitchen making local news isnt exactly new. But 1.2 million views on
12、 YouTube? Thats global embarrassment and one still viewed.,March 2007,Greenpeace “punks” a Kleenex TV ad to protest Kimberly-Clarks clear-cutting of ancient Boreal forests.,Social Relevance: A 5-year campaign really took off once Greenpeace made its message social. In 2009, Kimberly-Clark changed it
13、s sourcing policies.,November 2007,Molsons first Facebook campaign backfired. Who could guess “Show everyone how you and your crew get the party started!” would encourage photos of binge drinking?,Social Relevance: Be careful what you ask for when associating your brand with unfettered Facebook cont
14、ent. A sobering lesson for a brewer.,February 2008,GM, fast on the heels of its pioneering Fastlane Blog, launches a social network site, GMNext. Its “green” section is pilloried by green activists.,Social Relevance: Caught in the headlights of consumer ire, GM smartly decides to engage its critics
15、admitting some problems and responding on blogs and forums.,April 2008,Unilevers Dove brand finds itself on the receiving end of an aggressive Greenpeace social media campaign against palm oil-driven deforestation.,Social Relevance: Greenpeace, understanding the power of compelling, shareable conten
16、t uses YouTube to stoke consumer ire against the largest palm oil buyer.,June 2008,JCPenneys “Speed Dressing” ad wins a Bronze Lion at Cannes. Just one problem: Neither the retailer or its ad agency claims to know anything about it.,Social Relevance: In social media, content never dies. When the makers of the faux ad put it online and JCPenney disowned it, Speed Dressings fame was bound to grow.,August 2008,ExxonMobil isnt known for its social media chops. Hence the surprise to see it start a T
