Slide 1

Protecting the Bottom Line Avoiding a #PRFail

Presented by: Deborah Weinstein, PresidentPeter McGregor, Social PR ManagerStrategic Objectives

@DebWeinstein@PeterfromOttawa@SO_pr

Sell more.Build share.Get press.Change minds.Get tough.Move stuff.Show fangs.Grow brands.1The News Cycle2Before Social MediaNow

24 hrs

2.4 secsThe Consumer is in Charge3

20062013

The Brand Ladder4AwarenessAcceptanceAdvocateAdorer

Move your customers UP the brand ladderPR Fail5#PRFailBelvedere6

Those Most Offended:Women25-35AffluentIndependent7

Belvedere Target Customers:Women25-35AffluentIndependent8

Customer Feedback9

Costa Concordia10

Titanic of Bad PR11

Costa Allegra12

6 Days of Silence13

@MickyArison14

Woulda, Coulda, ShouldaSuspend AdvertisingPay attention to your social channels320% Growth in Carnival conversation, all negativeBuild a community of brand advocates and ambassadorsProvide content and context, guide the convo15The Bottom Line16

Jan 13$34.28Jan 27$30.48$CCLThe Bottom LineQ3 Revenue20112012$5.1 Billion$4.7 BillionQ2 Profits20112012$206 Million$14 MillionThe Brixton18

Facebook19

#FailFacebook20#Fail

Facebook/Yelp21

#Fail21Bar Rescue22

Lesson23Bad #custserv + bad #SM content = lost customers, lost revenue.Caf Hon24

Boycott25

ResultCaf Hon dropped the TrademarkLong legal battlesBrand dragged through the mud via Chef RamseyEventually restored positive sentimentAt what cost?26Lesson27Great #CustServ, XP, Product, ServiceActual Experience$No #CustServ, Unprepared Staff, NegativityActual ExperienceBalance of Brand Definition28

BrandPublicBalance of Brand Definition29

BrandPublicYour Customer is On Duty, You MUST Be Too30

Get the customers you want by being outstanding with the customers you have!

Think before you tweet!

Your customer is ALWAYS on duty!

Questions?@DebWeinstein@PeterfromOttawa

@SO_prwww.strategicobjectives.com