3.1 Using Social Business to Engage Customers - B2C

3.1 Using Social Business to Engage Customers - B2C

A. Listening Tools - Free

B. Case Studies - Say something, Don’t ignore

    1. Dominos Pizza - the prank video
      • In April 2009, two Domino’s Pizza employees filmed themselves putting cheese up their noses and sneezing on sandwiches before serving it to a customer.
      • They uploaded the video to YouTube and the video was passed around the Internet at lightning speed. Through Twitter, blogs, and YouTube, the videos had been viewed by millions of people in just two short days.
      • The response from Domino’s was slow and done poorly. Forty-eight hours after the video was posted, their president was shown on YouTube with a heavily scripted response. Not quick, personal, or direct.
      • The result: Financially, the stock price dropped 10% the week the video was released. A follow-up study by HCD Research found that 65% of clients (meaning they had previously ordered from Domino’s) were now less likely to visit Domino’s again. This social incident caused damage to Domino’s 50-year-old reputation.

    2. Energizer Night Race Malaysia 2011 SUCKS!
      • Energizer’s Night Race 2011, held in Sepang International Circuit, Malaysia, was not well organized.
      • Although the race was only sponsored by Energizer, when negative comments on Facebook appeared, Energizer’s brand took a hit by not responding quickly and apologetically.
      • An alternate site, Boycott Energizer Night Race, was setup and took a very aggressive stance against Energizer.
      1. Boycott Energizer Night Race
      2. Why they are angry
      3. Official Apology from Energizer

    3. United Breaks Guitars

C. Case Studies - Handling Crisis

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