Tag Archives: empathy

Coca-Cola loses its fizz after insulting customer

22 Sep

20130922-202335.jpg

Have you heard the one about Coca-Cola calling one of its customers a ‘retard‘ via its latest promotion?

Ok, maybe you haven’t because it happened in Canada. But here’s what happened:

Blake Loates bought home a bottle of Coca-Cola’s Vitamin Water earlier this week and she was in for a shock when she unscrewed the cap, which read ‘You Retard’ on the inside. Some people may have found it funny (personally I don’t, and even less so coming from a global brand) but Blake certainly didn’t because her sister suffers from cerebral palsy.

Her father wrote a letter of disgust forcing Coca-Cola to own up to its politically incorrect mistake – which it did quite well. But the reason the brand manager (or PR) cited for the inappropriate wording was a language mix up (‘retard’ meaning ‘delayed’ or ‘late’ in French), which relates a wider promotion the brand was running.

The fact that more people may have or will continue to open up the phrase before the manufacturing process is discontinued is shocking – and the fact that Coca-Cola has undone its apology to the family, by not noticing the mistake long before it went public, is dumb.

There’s some small-scale crisis management to be done now, in my opinion, because consumers won’t remember the story being a water bottle lid ‘lost in translation’, it’ll become ‘Coca-Cola calls cerebral palsy teenager a retard’. But for some reason the drinks company has put this issue to the bottom of its ‘to do’ list as it looks to push ahead with its international obesity campaign.

Of course a stunt like this won’t damage a brand like that, but that doesn’t mean that it shouldn’t show empathy. I’d have liked to have seen Coca-Cola show some personality by making the Loates family feel like a valued customer and sending some freebies. Essentially, the company needs the family to publicly say the right things to override the negative comments so everyone can see that the situation was dealt with.

This time, Coca-Cola might not have lost its bottle with the complaint, but it’s certainly lost its fizz.

Would this bad PR put you off your favourite soft drink?

20130922-202419.jpg

Advertisements

Earned media gone bad

9 Jan

After reading an interesting blog this week by Deborah Bates from Red Rocket Media on The Wall about earned media I was grateful for the clear definition as to what it is. I was even more grateful that it fits in tightly to my job description. Earned media is just a new buzz word for PR – third party endorsements. For a moment I thought my client knew more about the industry than I did!

But, what this explanation of earned media doesn’t do is identify that it can go wrong (and often does) for brands – through negative comments.

No one has time to read the full list of online brand blunders to date, but I’ve had to blog about the stupidity of Odeon, American Apparel and Helen Flanagan just in the last few months. So how are we meant to prevent earned media gone bad?

1) Respond to all enquiries
This will help stop challenges before they get off the ground. Even if you can’t help, try and signpost the user to the right direction. You can’t fault someone for being polite can you?

2) Don’t delay
If you take too long to respond to an enquiry and it blows up into a social media storm, people will be pull you up on the time it takes you to respond. Too long and you’re perceived as not caring / understanding that there’s a problem.

At the beginning of campaigns, why not troubleshoot some potential issues with mock responses and solutions and file away just in case you need them?

3) See it from their POV
A customer has just had a negative experience. Have some empathy – we’ve all been there. Acknowledge the issue by giving them a shoulder to cry on, offer a solution and ask others to come forward that might be feeling the same. Brands often sort out issues one-on-one but they could earn brownie points by helping a few others at the same time.

4) Be consistent
A colleague at William Murray raised a brilliant point today: a key message posted online today might not be relevant or in line with your strategy tomorrow. Make sure you don’t stray too far from your company’s core values to demonstrate consistency to fans and followers. Any curve balls will be thrown back, hard.

5) Be honest
If you’re being measured against earned media be honest with your client. Great – you’ve secured 10 examples of positive comments. But, if you don’t flag the 100 neutral-negative ones, then the client will be saying something to you and it won’t be pretty.

It doesn’t mean a bad job has been done – it just reiterates that nobody has a grip on cyber space. Put the figures in perspective.

What are your views on earned media? How is it working for you and your clients?

20130109-205606.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: