Transform conference 2010 - Quentin Langley from Brandjack News

1. Brandjack
How to lose the social media battle

2. Sometimes things go wrong
• The market
• The environment
• Customer relationships
• The question is, how do you handle it

3. What if he was your customer?

4. Or this guy

5. How about this one

6. Or this woman

7. Who are they?
• What do these people have in common?
• Access
– To the media
– To politicians
• But what specifically got them on my list?

8. This guy too

9. 2006

10. Dave Carroll
• http://www.youtube.com/watch?v=5YGc4zOq
ozo

11. The response
• 150,000 hits on day one
• United phoned Dave the same day, offering
compensation and asking to use the video in
training
• Half a million hits in 3 days, 5 million in a
month, now 9 million
• United’s share price fell 10% - $180 million –
in four days

12. United Airlines
You’ve been
Brandjacked !

13. Nestlé
• http://www.youtube.com/watch?v=HS_JZgjB1
Ws

14. Nestlé
• Nestlé asked YouTube to remove the video on
copyright grounds
• Narrative shifted to discussions of ‘censorship’
• Nestlé’s Facebook page was besieged with
complaints
• They folded in 8 weeks
• Same company has resisted formula milk
campaign for almost 40 years

15. Nestlé
You’ve been
Brandjacked !

16. BP
• Greenpeace planning its ‘new logo’ contest
from over a year
• Backed by stunts like closing BP’s service
stations
• Campaign ‘recalibrated’ to take account of
Deepwater Horizon oil spil

17. BP
• Anonymous fake Twitter feed @bpglobalpr
run by ‘Leroy Stick’ – pseudonym of comedian
and satirist Josh Simpson
• Maintained consistent quality output
• Safety is our first priority. Well, profits then
safety. Well, profits, then image, then safety –
but it’s right up there.
• Ten times as many followers as @bpamerica

18. BP
You’ve been
Brandjacked !
Twice!

19. How can business respond?
• L’Oreal – Vichy
• June 2005 – launched a fake blog by ‘Claire’
• Exposed within an hour as fake – but L’Oreal
had announced this in a press release
• Pleaded naiveté and asked for forgiveness

20. Turning a bad blog good
• L’Oreal launched a real blog in which the Vichy
team participated openly – real names and
photos, and allowing genuine comments, bad
and good.
• Brought in an external blogger to work with
their team
• Widely praised for openness, engagement and
transparency

21. Imagine
• Imagine if BP had told its 100,000 staff to log
onto Twitter and deliver three corporate
messages
• Volume metrics through the roof
• Sentiment metrics would have been excellent
• Credibility and trust - ZERO

22. Imagine
• If BP had asked its 100,000 staff to engage
openly and honestly on Twitter, Facebook and
in blogs
• Some criticism
• Some praise
• Where would the balance have lain?

23. Trust
Credibility is inversely
proportional to control
Jeff Jarvis

24. Questions

25. Welcome to the new world
• Companies which engage openly and
transparently will prosper
• The rest will fail
• Engaging with your staff and with local
communities is your first step