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United Breaks Guitars

Presented byGroup 5Harsh Agarwal C003

Kushal Bohra C007Omkar Joshi C026Akriti Kalra C027Vineet Mishra C037 Jahnavi Moi C03!"haran#a $arai C066

Krati %athi C06!

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Executive Summary

&n 200!' Dave Carroll' a musi(ian' was travelling )rom

Canada to Nebraska via Chicao* His uitar !asmishandled uring this +ight an he was aske toregister )or a (laim at the originating air,ort whi(h he ia)ter returning* A)ter callin various customer carecenters he was -nall# given a re,l# that no

compensation will .e ,ai as he in/t (laim it within 2hours*

He then mae a set o" # videos an share it on $ou%ube an various other social media plat"orms* Hisvideo !ent viral immediately an gaine so mu(h

,o,ularit# that United &irlines had to 'ump into crisismanaement* A)ter this in(ient the# took variouscorrective measures(

However' ue to the in(ient' Dave)s career path tooka leap an he .e(ame )amous overnight*

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United &irlines1eregulation o) Airlines &nustr# remove

(onstraints on ,ri(ing s(heuling &n(rease (om,etitive )are slashing an )uel

(osts

&n 2003' suere severe losses

1e(rease o,erational (osts .# reu(tion inwork)or(e

4argest ,er(entage ro, in Ameri(an Customer

"atis)a(tion &ne5 in 3 #ears

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Evaluatin United &irlines)*esponse

Steps taken by the company +

&t res,one ,ersonall# an immeiatel# to re(ti)#

the mistake mae .# the (om,an#

&t mae an oer to (om,ensate 200 in (ash an

200 worth in vou(hers &t mae an eort to re,l# to tweets an (ontrol the

negative ,u.li(it#

&t ,lanne to (hange its work (ulture .# using the

vieo

&t onate 3000 to the musi( s(hool

&t gave 1ave a tour o) O/Hare/s .aggage 8hanling

)a(ilit#

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&nalysis o" the response +

 9he (om,an# mae so man# eorts to (ontrolthe situation

But the ,ro.lem was that it i so onl# a)ter the

vieo went live an viral

&t unerestimate the ee(t o) a (om,laint onan# so(ial meium ' on its .usiness

&t re,lie to 1ave ' .ut there was no )ormal

a,olog# on an# ,u.li( meium

&t shoul have )o(use on evelo,ing an

training the whole sta instea o) onl# the

(ustomer servi(e line*

"in(e' in toa#/s .usiness environment ever#

e,artment is (ustomer )a(ing

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 ,udin United &irlines) *esponse  :nite/s reaction time  was ,rett# goo ; no meia mentions

an less than 20'000 views< an their -rst res,onse was right in(alling Caroll*

Communication channels used were limite an the#res,one iniviuall# .# mail or ,rivate messages ;on 9witter<* 9he ,ossi.le e5,lanation )or this (an .e that it will ,rohi.it thee5isting tweeters to sto, oing it an (a, o the negative re,liesa.out :nite Airlines

 9he# actively monitored %!itter "or t!eets(  9heir res,onseinitiall# (onve#e -not.our."ault/ attitude( But =ui(kl# the#(hange it =uite ,ositive an a,ologeti( re,lies

 9he# also mentione on 9witter a.out the corrective measuresthe# have taken like onation in a ho,e that it will (alm own,eo,le*

 9he whole situation (oul have .een de"used in a better !ayi) :nite ha a renowne s,okes,erson rather than their meiarelations o>(e ,osting on 9witter

Overall United Airlines handled situation in a decent way whichwould reduce the damage

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Carroll)s 0ideo arnered somuch attention because+ ?o,ularit# o) 1ave Carroll on so(ial meia

@ollowers o) his ,ersonal .log

www*ave(arrollmusi(*(om

Vieo went viral on $ou9u.e

"u,,ort )rom )riens an .anmates

"u,,ort )rom 9a#lor uitars an Carlton Cases

Vieo was ,i(ke u, .# 8

Consumerist*(om' a we.site a>liate withConsumers :nion an ,u.lisher o) Consumer

%e,orts magaineDm,ath# )rom other aggrieve (ustomers who

were unsatis-e with the (ustomer servi(e

Attention )rom meia (hannels an invitations )or

interviews

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Goin 0iral+ 1riin 23mplications1erive )rom the idea o" an actual virus' going viral

,ertains to the s,reaing o) in)ormation an o,inions a.outa ,rou(t or servi(e )rom ,erson to ,erson' es,e(iall# on

the &nternet*

The Sneezing Baby Panda mae it/s $ou9u.e e.ut in

2006' an has sin(e .een viewe 26 million times* Charlie

Bit my Finger has !2 million hits sin(e 2007*

 20 saw the rise o) The ALS Ice Bucket Challenge

videos* @a(e.ook release statisti(s showing the use o) the

term -3ce Bucket Challene/ on their site rising )rom less

than 00k to more than 2! million uses in Fust 6 weeks*1oveGs 4*eal Beauty Sketches4 (am,aign re(ore more

than million views in the -rst month* :nilever u,loae

the vieo in 2 languages to 33 o) its o>(ial $ou9u.e

(hannels' rea(hing (onsumers in more than 0 (ountries*

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A viral vieo (an .uil u, a .ran in hours I an kno(k it

own even )aster* 9he same tool that (an (reate ,ri(eless

)ree ,u.li(it# (an easil# .e(ome a ou.leege swor' an

,lent# o) (om,anies in re(ent #ears have seen the

ownsie o) online vieogra,h#

Brans like @eD5' AO4' 1ominos ?ia' Com(ast an

"tar.u(ks ha vieos a.out their em,lo#ees an (ustomer

servi(e that went viral an negativel# im,a(te their .ran

image

htt,s#outu*.e?K:19?.1hnA

htt,s#outu*.eM:9rJL05t(

htt,swww*#outu.e*(omwat(hvN$(O=oo

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&ea ?ro,agation through so(ialnetwork &ea ,ro,agates as a (hain rea(tion

Lhat will ,ro,agate what will not is the=uestion

&t isn/t a (lose loo, s#stem so the in)ormationnever remains stati(*

1e,ens on the kin o) so(ial network on whi(h the iea

travels @a(e.ook' 9witter' $outu.e et(*

?ro,agates through in+uential iniviuals ao,ting the iea

Com,etition )or attention 9arget grou, is the ke# to

,ro,agate the iea

Lor o) Mouth ,la#s a maFor role in the ,ro,agation o) the

iea

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o! to be prepared6

1ei(ate team to aress so(ial meia (rises

with e-nite (ontingen(# ,lan

ui(k res,onse time

Be (ani an truth)ul

Be aware an listen to what ,eo,le have to sa#a.out #our .ran an -ne tune (ommuni(ation

Be e5haustive in use o) (hannels

P@ight Viral with ViralQR

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