Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Consumer Vigilantes and Viral Marketing

No description
by

Joanna Phillips-Melancon

on 3 October 2016

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Consumer Vigilantes and Viral Marketing

Consumer Vigilantes and Viral Marketing
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.
70%
Best Practices in Creating Social
Care



*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..."
Motrin
By end of day- most talked about on Twitter
Boycott
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

#McDStories
Last minute addition of Hashtag to #MeettheFarmers
Promoted Tweet
"Bashtag"
"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


http://www.businessinsider.com/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1
Consumer Social Voice
Defined
Dimensions
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
Discussion:

http://betabeat.com/2014/05/memorialday-todays-worst-social-media-marketing-fails/

http://socialmediaweek.org/blog/2015/04/valuable-lessons-5-shockingly-bad-social-media-fails/
The biggest fails 2013
http://www.foxnews.com/leisure/2015/02/09/chipotle-twitter-account-alledgedly-hacked-by-pro-nazi-racists/
http://wersm.com/5-ted-talks-every-social-media-marketer-should-watch/



http://www.b2bnn.com/2015/01/4-social-media-ted-talks-need-see-right-now/
TED TALKS
Followers: 20%
more,

Complainers:
40% more
Full transcript