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Power of People
  Through Social Media
                 Dr. Augustine Fou          @acfou
                 http://linkedin.com/in/augustinefou
                 Marketing Science Consulting Group, Inc.


March 28, 2012                                              1
Social Amplification

      “The power and voice of „the people‟ can
      now be rapidly and vigorously expressed
      through social media, to the point that big
      huge corporations are forced to cave and
      retract planned actions.”
                              - Dr. Augustine Fou

March 28, 2012                                      2
Feb 2013 – Tesla Owners Refute
Falsified NYTimes Report
                     NYTimes reporter
                     seemingly deliberately
                     ran down the battery
                     and reported negatively
                     on the Tesla S. Now
                     owners set out to
                     publicly refute the
                     report.

                     Source: Gizmodo Feb
                     18, 2013

March 28, 2012                                 3
Feb 2013 – Maker’s Mark Reverses
Decision to Water Down
                      Whiskey drinkers didn’t
                      like the idea of their
                      drink being diluted yet
                      still cost the same price.

                      Source: Business
                      Insider, Feb 17, 2013




March 28, 2012                                     4
December 2012 – Instagram reverts to
old Terms of Service, Won’t Sell Your Pics

                                   Enormous public outcry
                                   spread through social
                                   media forced Instagram
                                   to publicly apologize
                                   and revert to old terms
                                   of service where they
                                   won’t sell users photos
                                   or use them in ads.


    Source: Gizmodo Dec 20, 2012

March 28, 2012                                               5
July 2012 – Julia Bluhm, 14, organized 84,000
fans, convinced Seventeen Magazine to stop photoshopping




         Source: Boston Globe July 2012
March 28, 2012                                             6
April 2012 – Mass Effect 3 Fans demand
alternate ending; BioWare obliges




   “ … The company is now devoting all of its efforts to
   producing an "extended cut" DLC for the summer…”
   Source: Engadget April 9, 2012
March 28, 2012                                             7
April 2012 – Burger King Pulls Ad
Apologizes to Mary J Blige and all her fans




   “ … diva stands on a table and rhapsodizes, "Crispy chicken, fresh
   lettuce, three cheeses, ranch dressing wrapped up in a
   tasty...flour...tortilla.” Fans rose up against the “stereotypes relating to
   African-Americans and fried chicken.” Source: AdAge April 4, 2012
March 28, 2012                                                                    8
April 2012 – $1B AFA Foods Bankrupt
Kroger and Safeway pulled all “pink slime” beef off shelves.




   “Pink Slime” company AFA Foods files for bankruptcy. 500 million pounds
   of “ground beef product” taken off market. $1 billion annual revenue (end
   of 2011) company shuttered in ONE month. Business Insider April 2, 2012.
March 28, 2012                                                                 9
March 2012 – Belvedere Retracts Ad
Depicting Rape, Using Stolen Image
                         Social Media Idiocy Of The Day:
                         Belvedere Vodka's Rape Joke
                         Forbes , 3/23/2012

                         Belvedere Vodka: Why Use Paid
                         Actors For Controversial Ad? Just
                         Steal A Picture Of A Woman!
                         “Belvedere Vodka said sorry to a
                         woman whose likeness they lifted
                         from an online video, and then used
                         in a controversial ad,.”
                         Consumerist, 4/2/2012




March 28, 2012                                                 10
March 2012 – Huggies Pulls Ads After
Social Media Backlash from Fathers




                 Huggies Pulls Ads After Dads Insulted
                 “The diaper company changed its “Have Dad Put Huggies To The Test”
                 campaign after the controversial commercials depicting dads as
                 inattentive caregivers.” ABC News, 3/14/2012

March 28, 2012                                                                        11
March 2012 – Starbucks Frap Flap, Made
with Crushed Bug Extract




March 28, 2012                           12
February 2012 – Susan G Komen
Capitulated; Will Allow Planned Parenthood Funding




                      #TakeBackThePink
March 28, 2012                                       13
January 2012 – SOPA/PIPA Bill Defeated
After Internet Blackout Day


                   SOPA / PIPA

                   Graphic of Senators
                   who “flip flopped”
                   from supporting to
                   opposing.
March 28, 2012                           14
December 2011 - Verizon Retracts $2
convenience fee for online/phone payments.




March 28, 2012                               15
November 2011 - Bank of America
Retracts $5 Monthly Debit Card Fee




March 28, 2012                       16
October 2011 – Netflix Retracts Qwikster
Spin-Off




March 28, 2012                             17
October 2010 - Gap scraps logo redesign
after protests on Facebook and Twitter




                 Gap scraps logo redesign after protests on Facebook and Twitter
                 The Guardian 10/12/2010

March 28, 2012                                                                     18
July 2009 – United Airlines Stock
drops $180 million after “United Breaks Guitars” video

                                          “… after United Airlines
                                          baggage handlers at
                                          ChicagoO'Hare International
                                          Airport broke his $3,500
                                          Taylor guitar.

                                          When United refused to pay
                                          for repairs, Carroll turned
                                          his consumer complaint into
                                          a YouTube music video.”




March 28, 2012                                                          19
February 2009 – Tropicana Reverts Design
after 19% ($33 million) drop in sales

                              Tropicana Line's Sales Plunge
                              20% Post-Rebranding
                              AdAge 4/2/2009

                              Tropicana Discovers Some
                              Buyers Are Passionate About
                              Packaging
                              The New York Times 2/22/09

                              In Blow To Arnell, Tropicana
                              Drops Package Redesign
                              BNET 2/23/09



March 28, 2012                                                20
November 2008 – Motrin apologies to
moms for suggesting babies are accessories




March 28, 2012                               21
So what?
      “Look for more of these examples and
      notice the impact on traditional
      advertising where brands can no longer
      just tell customers what they should think
      ..”
                             - Dr. Augustine Fou


March 28, 2012                                     22
Special Thanks to ..
                 Tom Hespos - @THespos1
                 Sam Travis Ewen - @SamEwen
                 Howard Greenstein - @HowardGr
                 Octavio Licon - @OctavioLicon
                 Melisa Lopez - @carmenmel
                 Tim Fogarty - @n0her0es

                 … friends, and collaborative sources for this slideshare.
March 28, 2012                                                               23
Dr. Augustine Fou – Chief Digital Strategist
    Dr. Augustine Fou is Chief Digital Strategist of
    Marketing Science Consulting Group, Inc., a company
    he founded over 11 years ago. He is an industry-
    recognized thought leader in digital strategy,
    search and social media marketing and former
    Group Chief Digital Officer of Omnicom's Healthcare
    Consultancy Group.

    Dr. Fou is also an Adjunct Professor at NYU in the
    School for Continuing and Professional Studies and at
    Rutgers University at the Center for Management
    Development, where he teaches courses on digital
    strategy, social media marketing to executives. He is a
    frequent panelist, moderator, and keynote speaker.

    Dr. Fou completed his PhD at MIT at the age of 23. He
    started his career with McKinsey & Company. He
    writes a monthly column on Integrated Marketing for
    ClickZ.com, and can be found on Twitter.com @acfou.


March 28, 2012                                                acfou@mktsci.com   24

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Power of Social Media Illustrated by Augustine Fou

  • 1. Power of People Through Social Media Dr. Augustine Fou @acfou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc. March 28, 2012 1
  • 2. Social Amplification “The power and voice of „the people‟ can now be rapidly and vigorously expressed through social media, to the point that big huge corporations are forced to cave and retract planned actions.” - Dr. Augustine Fou March 28, 2012 2
  • 3. Feb 2013 – Tesla Owners Refute Falsified NYTimes Report NYTimes reporter seemingly deliberately ran down the battery and reported negatively on the Tesla S. Now owners set out to publicly refute the report. Source: Gizmodo Feb 18, 2013 March 28, 2012 3
  • 4. Feb 2013 – Maker’s Mark Reverses Decision to Water Down Whiskey drinkers didn’t like the idea of their drink being diluted yet still cost the same price. Source: Business Insider, Feb 17, 2013 March 28, 2012 4
  • 5. December 2012 – Instagram reverts to old Terms of Service, Won’t Sell Your Pics Enormous public outcry spread through social media forced Instagram to publicly apologize and revert to old terms of service where they won’t sell users photos or use them in ads. Source: Gizmodo Dec 20, 2012 March 28, 2012 5
  • 6. July 2012 – Julia Bluhm, 14, organized 84,000 fans, convinced Seventeen Magazine to stop photoshopping Source: Boston Globe July 2012 March 28, 2012 6
  • 7. April 2012 – Mass Effect 3 Fans demand alternate ending; BioWare obliges “ … The company is now devoting all of its efforts to producing an "extended cut" DLC for the summer…” Source: Engadget April 9, 2012 March 28, 2012 7
  • 8. April 2012 – Burger King Pulls Ad Apologizes to Mary J Blige and all her fans “ … diva stands on a table and rhapsodizes, "Crispy chicken, fresh lettuce, three cheeses, ranch dressing wrapped up in a tasty...flour...tortilla.” Fans rose up against the “stereotypes relating to African-Americans and fried chicken.” Source: AdAge April 4, 2012 March 28, 2012 8
  • 9. April 2012 – $1B AFA Foods Bankrupt Kroger and Safeway pulled all “pink slime” beef off shelves. “Pink Slime” company AFA Foods files for bankruptcy. 500 million pounds of “ground beef product” taken off market. $1 billion annual revenue (end of 2011) company shuttered in ONE month. Business Insider April 2, 2012. March 28, 2012 9
  • 10. March 2012 – Belvedere Retracts Ad Depicting Rape, Using Stolen Image Social Media Idiocy Of The Day: Belvedere Vodka's Rape Joke Forbes , 3/23/2012 Belvedere Vodka: Why Use Paid Actors For Controversial Ad? Just Steal A Picture Of A Woman! “Belvedere Vodka said sorry to a woman whose likeness they lifted from an online video, and then used in a controversial ad,.” Consumerist, 4/2/2012 March 28, 2012 10
  • 11. March 2012 – Huggies Pulls Ads After Social Media Backlash from Fathers Huggies Pulls Ads After Dads Insulted “The diaper company changed its “Have Dad Put Huggies To The Test” campaign after the controversial commercials depicting dads as inattentive caregivers.” ABC News, 3/14/2012 March 28, 2012 11
  • 12. March 2012 – Starbucks Frap Flap, Made with Crushed Bug Extract March 28, 2012 12
  • 13. February 2012 – Susan G Komen Capitulated; Will Allow Planned Parenthood Funding #TakeBackThePink March 28, 2012 13
  • 14. January 2012 – SOPA/PIPA Bill Defeated After Internet Blackout Day SOPA / PIPA Graphic of Senators who “flip flopped” from supporting to opposing. March 28, 2012 14
  • 15. December 2011 - Verizon Retracts $2 convenience fee for online/phone payments. March 28, 2012 15
  • 16. November 2011 - Bank of America Retracts $5 Monthly Debit Card Fee March 28, 2012 16
  • 17. October 2011 – Netflix Retracts Qwikster Spin-Off March 28, 2012 17
  • 18. October 2010 - Gap scraps logo redesign after protests on Facebook and Twitter Gap scraps logo redesign after protests on Facebook and Twitter The Guardian 10/12/2010 March 28, 2012 18
  • 19. July 2009 – United Airlines Stock drops $180 million after “United Breaks Guitars” video “… after United Airlines baggage handlers at ChicagoO'Hare International Airport broke his $3,500 Taylor guitar. When United refused to pay for repairs, Carroll turned his consumer complaint into a YouTube music video.” March 28, 2012 19
  • 20. February 2009 – Tropicana Reverts Design after 19% ($33 million) drop in sales Tropicana Line's Sales Plunge 20% Post-Rebranding AdAge 4/2/2009 Tropicana Discovers Some Buyers Are Passionate About Packaging The New York Times 2/22/09 In Blow To Arnell, Tropicana Drops Package Redesign BNET 2/23/09 March 28, 2012 20
  • 21. November 2008 – Motrin apologies to moms for suggesting babies are accessories March 28, 2012 21
  • 22. So what? “Look for more of these examples and notice the impact on traditional advertising where brands can no longer just tell customers what they should think ..” - Dr. Augustine Fou March 28, 2012 22
  • 23. Special Thanks to .. Tom Hespos - @THespos1 Sam Travis Ewen - @SamEwen Howard Greenstein - @HowardGr Octavio Licon - @OctavioLicon Melisa Lopez - @carmenmel Tim Fogarty - @n0her0es … friends, and collaborative sources for this slideshare. March 28, 2012 23
  • 24. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is Chief Digital Strategist of Marketing Science Consulting Group, Inc., a company he founded over 11 years ago. He is an industry- recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou. March 28, 2012 acfou@mktsci.com 24