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Consumer Vigilantes and Viral Marketing
Transcript of Consumer Vigilantes and 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
70% say 24 hours too long
most likely to reach out on Facebook 72%
84% say over an hour is too long on Twitter
64% say inquiries not resolved at all
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
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
"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 biggest fails 2013
Identify a brand, celebrity, or organization social media firestorm
Describe what happened, company response, and what they might have done differently.
Present to class.
81% of consumers think Social media has increased accountability,
46% have called a company out on social media
Negative Word of Mouth
Exit Voice Loyalty
But nothing to describe the phenomenon of complaining online with a hope of rectifying the situation in some way, or eliciting some response from the organization
Relationship Stages: Initiation, Maintenance, Dissolution
Netnography; Facebook walls of 16 organizations for 24 hour blocks of time, Themes emerge
Why is it that me and everyone I know can't place a call right now?
The (Unsolicited Advisor)
"Delta, loyal diamond medallion member for years. Your new same day confirm is the worst. Taking perks away is bad for morale. My two cents."
On the Rocks
The Social Activist
Dear Coca-Cola, I feel it is important you know I have ceased purchasing your products due to yours sponsorship of the Olympic games in Sochi, Russia
The Dear John
7 years as a customer and $28,000 paid in for services...maybe I take my family plan to Verizon instead--horrible treatment of good customers
The Story of My Life
It boggles my mind how your company's
employees can blatantly lie to consumers
and not be held accountable.
In 44 years I have never seen such terrible insurance coverage. I'll be back every day, as well as spread the word on Facebook, Twitter, my radio show, and in conversations