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Protecting the Bottom Line Avoiding a # PRFail Presented by:

Protecting the Bottom Line Avoiding a # PRFail Presented by: Deborah Weinstein, President Peter McGregor, Social PR Manager Strategic Objectives @ DebWeinstein @ PeterfromOttawa @ SO_pr. Sell more. Build share. Get press. Change minds. Get tough. Move stuff.

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Protecting the Bottom Line Avoiding a # PRFail Presented by:

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  1. Protecting the Bottom Line • Avoiding a #PRFail • Presented by: • Deborah Weinstein, President • Peter McGregor, Social PR Manager • Strategic Objectives • @DebWeinstein • @PeterfromOttawa • @SO_pr Sell more. Build share. Get press. Change minds. Get tough. Move stuff. Show fangs. Grow brands.

  2. The News Cycle Before Social Media Now 24 hrs 2.4 secs

  3. The Consumer is in Charge 2006 2013

  4. The Brand Ladder Adorer Advocate Acceptance Awareness Move your customers UP the brand ladder

  5. PR Fail #PRFail

  6. Belvedere

  7. Those Most Offended: Women 25-35 Affluent Independent

  8. Belvedere Target Customers: Women 25-35 Affluent Independent

  9. Customer Feedback

  10. Costa Concordia

  11. Titanic of Bad PR

  12. Costa Allegra

  13. … 6 Days of Silence

  14. @MickyArison

  15. Woulda, Coulda, Shoulda • Suspend Advertising • Pay attention to your social channels • 320% Growth in Carnival conversation, all negative • Build a community of brand advocates and ambassadors • Provide content and context, guide the convo

  16. The Bottom Line Jan 27 $30.48 $CCL Jan 13 $34.28

  17. The Bottom Line 2011 2012 Q2 Profits $206 Million $14 Million 2011 2012 Q3 Revenue $5.1 Billion $4.7 Billion

  18. The Brixton

  19. Facebook #Fail

  20. Facebook #Fail

  21. Facebook/Yelp #Fail

  22. Bar Rescue

  23. Lesson Bad #custserv+ bad #SM content = lost customers, lost revenue.

  24. Café Hon

  25. Boycott

  26. Result Café Hon dropped the Trademark Long legal battles Brand dragged through the mud via Chef Ramsey Eventually restored positive sentiment At what cost?

  27. Lesson Great #CustServ, XP, Product, Service $ Actual Experience No #CustServ, Unprepared Staff, Negativity Actual Experience

  28. Balance of “Brand” Definition Public Brand

  29. Balance of “Brand” Definition Brand Public

  30. Your Customer is On Duty, You MUST Be Too Your customer is ALWAYS on duty! Get the customers you want by being outstanding with the customers you have! Think before you tweet!

  31. Questions? @DebWeinstein @PeterfromOttawa @SO_pr www.strategicobjectives.com

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