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Consumer Vigilantes and Viral Marketing

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Joanna Phillips-Melancon

on 2 March 2017

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Transcript of Consumer Vigilantes and Viral Marketing

Consumer Vigilantes and Firestorms
Viral Marketing

500 - 1000 times more impact
9X more effective
90% trust content from peers
2.3 billion conversations about brands daily
Consumer Social Care

1 in 3
24 hours too long
most likely to reach out on Facebook.
Best Practices in Creating Social

*Followers spend 40% more, complainers 20% more

Social Media Firestorms
" online phenomenon that describes the sudden
discharge of large quantities of negative word-of-mouth
and complaint behavior against a person, company, or group in social media networks, often paired with intense indignation..."
By end of day- most talked about on Twitter
Company wasn't on Twitter, had no clue
Motrin apology comes in form of email and video on website

Domino's Pizza
Dominos did not find out until next day
Removed video, but already shared
Employees fired, apology issued, and assurances that pizza was not delivered

Last minute addition of Hashtag to #MeettheFarmers
Promoted Tweet
"Dude, I used to work at McDonald’s. The #McDStories I could tell would raise your hair.
"When homeless the best place to shoot up with MCD. Then sleep in the play tubes until school let out. #McDstories"
Campaign pulled in two hours, but continued trending

Consumer Social Voice
The Social Activist
• " ... I am now Coke free for almost a month and if you continue to support what is happening in Russia by sponsoring the Winter Olympics, I see a Coca-Cola-LESS future.
The Whistleblower
• "Your artificial sweeteners in your diet products are NOT safe"
The Passive-Aggressive
"• It boggles my mind how your company's employees can blatantly lie to customers and not be held accountable."
Variations on "You SUCK!!!"
The Dear John:
"7 years as customer and over $28,000.00 paid in for services - one would think you would want to consider an early upgrade option so LOYAL customers could get in on the new iPhone - but i have been told no. So maybe I take my family plan with (5) lines to Verizon instead - horrible treatment of good customers."
The Story-Teller, the Help Seeker, the Unsolicited Advisor, The Troll


The biggest fails 2013

Followers: 20%

40% more

Identify a brand, celebrity, or organization social media firestorm
Describe what happened, company response, and what they might have done differently.
Present to class.
Full transcript