傳媒界ppt模板之看看大眾傳媒搞砸了些什么ashorth(編輯修改稿)
2025-03-10 06:23 本頁面
【文章內(nèi)容簡介】 . Twitter, it seems, really can give you a headache. February 2023 The last straw: PepsiCo’s Tropicana rebranding gets pulped following an outraged online reaction by its traditional fan base. Social Relevance: Beware the focus group. PepsiCo’s research hadn’t anticipated the level of anger ing from its most loyal customers. The fiasco cost $35 million. February 2023 Skittles embraces social media by ceding control of its site to customer chatter. Talk about making a hashtag out it as the air turns blue with obscenities. Social Relevance: Social media “experts’ preach “Be where your customer is”. But that doesn’t mean you should give up your brand identity. A bold social media FAIL. February 2023 Target shoots itself in the foot when it refuses to talk to a blogger because it claims Target customers don’t read blogs. Social Relevance: Who has influence in today’s social media world? Target took a very oldschool view of things but fot that the MSM didn’t share its outlook. February 2023 Louis Vuitton threatened to sue the young designer who created this Darfur charity Tshirt claiming IP infringement. Blogs and Facebook had a field day. Social Relevance: In the old days, aggressive lawyering might have been a deterrent. In today’s social media goldfish bowl it looks like corporate bullying. April 2023 In the wake of an employee grossout video that spread virally on YouTube, Domino’s USA president takes a leaf out of JetBlue’s book and issues a social media apology. Social Relevance: Once crisis ms was handled by press releases and carefully coordinated TV interviews. Now the discourse plays out online in real time. June 2023 Habitat seemed to be getting the hang of the Twitter thing– until it was caught promoting new products using hashtag spam, including the Iranian election. Social Relevance: Twitter may be a new medium but you shouldn’t relinquish control of your corporate munication to “an over enthusiastic intern”. FAIL! August 2023 Dooce blogger Heather Armstrong couldn’t get Maytag to fix her washing machine. She groused on Twitter to her 1m+ followers. Maytag rapidly dispatched a repairman. Social Relevance: Armstrong’s Twitter clout was far more influential than Maytag’s own social media presence. A case of supposed corporate power turned on its head. July 2023 United Airlines handles hundreds of lost and damaged baggage plaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar. Social Relevance: United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathised with. October 2023 From the Dept. of “It seemed a good idea at the time.” PepsiCo quickly pulled this AMP iPhone
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1