The document describes a crisis simulation conducted by ING Direct Canada to prepare their communication teams for the upcoming launch and reveal of their new brand name "Tangerine" on November 5th, 2013. The simulation involved different stakeholders interacting with fake social media pages to test the response time, quality, teamwork and workflow of the social media team as they responded in real time. It helped the team modify their messaging and FAQs to address unanticipated questions. The launch went well, receiving mostly positive feedback, with over 800 responses in the first six hours and sentiment being 60% positive after 36 hours.

1. Tangerine Launch: Crisis Simulation
A case study by ING DIRECT Canada

2. Tangerine Launch – Crisis Simulation
WHY: To prepare our communication teams for the upcoming
reveal of our new brand name Tangerine on November 5th, 2013.
2

3. Tangerine Launch – Crisis Simulation
WHEN: 10 days in advance so that the learnings and experience
were fresh in everyone’s minds, but also to give us enough time to
adjust our messaging and approach.
3

4. Tangerine Launch – Crisis Simulation
WHO: 10 days in advance so that the learnings and experience
were fresh in everyone’s minds, but also to give us enough time to
adjust our messaging and approach.
•
•
•
•
•
•
•
•
•
•
CEO
CMO
Brand Transition Team
Social Media Team
PR Team
eServices Team
Translation
PR Agency
Creative Agency
Scotiabank Social Media & PR Teams
4

5. Tangerine Launch – Crisis Simulation
Areas Tested:
• Key Messages
• Response Time
• Response Quality
• Teamwork
• Workflow
5

6. Tangerine Launch – Crisis Simulation
SCENARIO: The following people interacted with the brand on fake
Facebook and Twitter pages. Our social media team responded in
real time.
•
Customers (happy, sad, angry, confused, picky, critical)
•
Non-customers (everyone’s a critic on social media)
•
Employees (rogue, excited)
•
Customer Ambassadors (notable bloggers and social media
influencers defending the brand)
•
Media
Typical bank not giving a sh*t about how their customer's feel. Just do
whatever they want. #PeachOrg
6

7. Main Benefits of the Simulation
1.
Helped us modify messaging and FAQ for the reveal, which
benefitted the entire business, not just social media, because it
addressed questions or statements which we had not considered.
2.
It allowed us to create very specific template messages for social
media for expected FAQs.
3.
Inspired us to create a strategy for focusing more on commenters
who were uninformed or misinformed and less on trolls. Also
focused on sharing the early positive sentiment to build momentum
for more positive sentiment from the community.
7

8. Additional Benefit of the Simulation
An indirect benefit of the Crisis Simulation was that it allowed us to
demonstrate the value of social media to other stakeholders – especially
senior leaders in the business. They were able to see the types of
questions we face in these challenging scenarios and get a sense of
how quickly we respond and mitigate negative interactions.
Going on record saying if you are named after a fruit, go f*#$ yourself - that
is all #peachorg
Detractors claim the new rebrand of @PeachOrg wasted valuable resources
without any tangible benefit.
These guys aren't going anywhere in terms of service, so everybody calm
down with switching service providers.
8

9. Tangerine Launch – Results
• 800+ responses by our team in the first six hours
• Sentiment in the first 36 hours:
• 60% positive
• 19% negative
• 21% neutral
• Key highlights from November 5th-29th:
• 8,564 posts about Tangerine
• 5,613,709 Social Media impressions
• 3,897 new Followers and Likes (TW & FB)
9

10. Tangerine Launch – Follow Up
•
During the days following the Tangerine
launch, many voiced their
approval, rejection, or curiosity
surrounding the name as a whole.
•
The SMED team noticed that there were
some key themes in the
comments, including the discussion
around ABM access.
•
Digital cards were created to help
answer the concern, and this helped
squash redundant questions to
other posts
10

11. THANK YOU
11