Sankaranarayanan 2223 June 2012 Chennai The Problem About 50 Lakh barrels of crude oil flowed into Gulf of Mexico in 3 months More than 8000 birds sea turtles and marine mammals were found injured or dead ID: 477549
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Slide1
Why Social Media is a Problem Broadcast Medium
Sankaranarayanan
22-23, June 2012, ChennaiSlide2Slide3
The Problem
About
50 Lakh barrels of crude oil flowed into Gulf of Mexico in 3
months
More
than 8,000 birds, sea turtles, and marine mammals were found injured or dead
The ImpactSlide4
TimelineSlide5
BP's response
$90 million worth ads in three monthsSlide6
Social media is not
just a PR tool
Creative Communication (PR/Advertising)
Co-creative Communication
Problem cover up
Problem broadcast
What you know
What you want to know
Know-howTell-howSlide7
Why problem broadcast?Slide8
P2pSlide9
Problem can build a brand
"(When) people turn to our company...I believe they are looking for how IBMers approach problems, as well as for the types of problems we choose to approach,"
Sam Palmisano,
Chairman, IBMSlide10
IBM Smarter PlanetSlide11
Food to EnergySlide12
GE's EcomaginationSlide13
P&G Connect & DevelopSlide14
Shell DialoguesSlide15
How to broadcast problem?
Events
Dedicated Portals
SM Channels/
Web 2.0
OutsourcingSlide16
Birth of a new industry...Slide17
New kid on the block...Slide18
Facebook as Problem Wall
India’s Mobile IndustrySlide19
One Problem No SolutionSlide20
Faceless CustomerSlide21
Faceless CustomerSlide22
Faceless CustomerSlide23
Faceless CustomerSlide24
Not an odd caseSlide25Slide26
"The Facebook page serves as a platform for
interaction
and communication
. In case you have any issues or concerns please send them to customerservice@company.com. Posting on this page may not be the best way to get the information across.
Social Media Policy
How not to use Facebook!Slide27
Please note that this page is not intended as a place for receiving consumer complaints. Although we try to forward most of your complaints to our customer care department, if you have any questions about your motorcycle, you can reach us at: customerservice@company.com"
Social Media Policy
How not to use Facebook!Slide28
Source: A New York University StudySlide29
Worksheet on Listening to Customer Complaints
Link to File