Assignment4 yannick kramm

Assignment4 yannick kramm

• 1.
  Negative Feedback andRumours In Social Media Marketing Social Media in Marketing, Assignment 4 Yannick Kramm
• 2.
  Topics • Shitstorm – the worst case for companies • How to handle negative Feedback • Case Study “Nestle” • Cyberbullying - Consequences to individuals
• 3.
  Negative Feedback -The «Shitstorm» • Word “shitstorm” voted as “Anglicism of the year” in Germany • Meaning of unbridled snowball-effect • Whole Internet community against one company • Hundreds of complaints and insults on online platforms • Started by wrong customer service
• 4.
  Shitstorm Radar: Whereare you? Issue still stoppable with a proper crisis handling
• 5.
  Shitstorm Scale: Howbad is it? • 0=Everything alright • 1=scattered criticism from a single person, no media attention • 2=repeated criticism from a person, only one channel affected • 3=persistent criticism, slop over other channels and platforms • 4=forming of a protest group, many platforms involved • 5=extensive blog entries and follow-up-articles in online medias, increasing interest to common medias • 6 = Disaster. Maximum shitstorm with attention not only to the Internet but also a top theme in the common medias
• 6.
  How to handlenegative Feedback Do’s • Swallow your pride and be honest to yourself • Stay calm and wait to answer until you have a clear head • Re-read the message and consider its validity Don’ts • Never delete bad comments Because it is first of all already in the www and secondly the customer will be even more irritated and continue attacking you • Don’t start arguing with customers Because the customer becomes, again, more irritated and will find followers – you would be on the best way to risk a shitstorm • Don’t ignore comments Because appropriate responding is an opportunity to demonstrate excellent customer service
• 7.
  Case Study “Nestle” •Between March 17 and 23 2010 Nestle has been attacked on Facebook about their alleged role in the illegal clearance of rainforests • Their reaction has been voted to one of the biggest “online ups” of all time How did Nestle respond to the comments? Sarcasm and childish behaviour Arguing and playing the victim Offencing individuals
• 8.
  Case Study “Nestle” •Between March 17 and 23 2010 Nestle has been attacked on Facebook about their alleged role in the illegal clearance of rainforests • Their reaction has been voted to one of the biggest “online ups” of all time What happened next? Up to 80 wallpost comments per hour
• 9.
  Case Study “Nestle” •Between March 17 and 23 2010 Nestle has been attacked on Facebook about their alleged role in the illegal clearance of rainforests • Their reaction has been voted to one of the biggest “online ups” of all time What should Nestle learn? 6 Lessons for Nestle 1. Admit Mistakes 2. Never be condescending towards a commenter 3. You don’t make the rules in Social Media! 4. Always have a crisis Management plan 5. Hire a professional for Social Media troubles 6. Respond to the online community Lessons every Brand can learn from the Nestle fiasco
• 10.
  Cyberbullying “"Cyberbullying" is whena person is tormented, threatened, harassed, humiliated, embarrassed or otherwise targeted by another person using the Internet, interactive and digital technologies or mobile phones.” stopcyberbullying.org “Children have killed each other and committed suicide after having been involved in a cyberbullying incident”. stopcyberbullying.org
• 11.
  Cyberbullying Prevention • Educate Teenagersabout consequences • Ask your children if they were/are in that situation • Visit the following websites www.stopcyberbullying.org www.cyberbullying.org www.ncpc.org/topics/cyberbullying www.stopbullying.gov/cyberbullying/index.html www.kidshealth.org/parent/positive/talk/cyberbullying.html
• 12.
  Thank you foryour attention
• 13.
  Literature Page 2 http://www.newsazb.com/TheAZB/2012/06/06/detecting-stranger-danger/, 13.10.2012 Page 3 http://bitethedust.com.au/bitingthedust/wp-content/uploads/2009/03/dust-storm-1.jpg, 13.10.2012 Page 4 http://www.big-social-media.de/news_publikationen/meldungen/2012_06_04_Monitoring_als_FWS.php, 30.09.2012 Page 5 http://www.computerworld.ch/news/kommunikation/artikel/shitstorms-was-sie-wert-sind-59965/, 24.09.2012 Page 6 Social Media and the Consumer: How to handle negative Feedback, http://socialmediatoday.com/rachel- strella/441158/social-media-consumer-how-handle-negative-feedback, 24.09.2012 Page 7 http://lexiconsocialmedia.wordpress.com/2010/03/20/nestles-social-media-fail/, 10.10.2012 Page 8 http://achinger.com/tag/pr/, 10.10.2012 Page 9 Text Lessons every brand can learn from the Nestle fiasco, http://lexiconsocialmedia.wordpress.com/2010/03/23/lessons-every-brand-can-learn-from-the-nestle- fiasco/, 10.10.2012 Page 10 Text stopcyberbullying.org, http://www.stopcyberbullying.org/what_is_cyberbullying_exactly.html, 02.10.2012 Picture http://topics.nytimes.com/topics/reference/timestopics/people/m/megan_meier/index.html, 02.10.2012 Picture http://www.dailymail.co.uk/news/article-2096968/One-children-targeted-cyber-bullies-350-000-suffering- persistent-torment.html, 02.10.2012 Page 11 Print Screen, www.stopcyberbullying.org