Then I realised, the biggest thing about being on the bandwagon is timing. So I made life easier and found a surprisingly decent stock image.1
Ok so why on the bandwagon?
Well as the UK national lottery says: " You have to be in it to win it".
So hey here I am, on the wagon, stuck between the Flugel horn and the Trombone player.
Ok the story so far...
Artist accuses British stationery manufac.... ah sorry... wrong Social Media Fail bandwagon.
Ok lets try again....
- Greenpeace creates viral campaign that includes an altered kitkatt logo.2
- Video makes it onto Youtube (surprise)
- Nestle gets add pulled from youtube due to "Copyright infringement" (double surprise) 3
- Add goes VIRAL (No Way!)
- Facebook users start altered kitkatt logo as their profile pics and start posting comments on the Nestle facebook fan page. (ok enough with the surprises)
- Nestle fanpage moderator deletes posts and comments:
"To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic - they will be deleted."
- All hell breaks loose.
"Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus."
"It's our page, we set the rules, it was ever thus"
"I think your have missed out the not there, helen" - Correcting someone's grammar
"Get it off your chest - we'll pass it on. " - in response to numerous messages about the extinction of orang-utans
"that's a new understanding of intellectual property rights. We'll muse on that. You can have what you like as your profile picture. But if it's an altered version of any of our logos, we'll remove it form this page."
"Social media: as you can see we're learning as we go. Thanks for the comments."
"This (deleting logos) was one in a series of mistakes for which I would like to apologise. And for being rude. We've stopped deleting posts, and I have stopped being rude."
Ok now that you have the story as it stands on Saturday morning 20th of March, lets look at some of the stats.
Twitter stats
After serious searching and thanks to Facebook lexicon that is no longer available, I had to use twitter stats to build this argument.
Beginning of the week when the campaign by Greenpeace is launched, nestle's daily mentions on twitter is near 0%.
Wednesday Nestle hit the news due to various palm oil related stories, greenpeace's "caught red handed report4 " not helping nestle's cause.
Nestle's Twitter mentions peaks at 0.04% of all twitter chatter on Wedneaday. Now that doesnt sound a lot but it equates to 20 000 tweets per hour at the peak. (Based on latest stats of 50 000 0005 tweets sent a day)
It seems to die down a bit on Thursday but then surges to 0.06% at the peak of the facebook Fiasco, on Friday, that's over 30 000 mentions at the peak hour on twitter alone!
Image from Trendistic.com
If you plot the increase in Social Activity, an interesting story starts emerging. Now I'm not saying this is the exact reason, but its highly probable that this whole Social Media issue is the cause.
The following graphs6 show week activity and then hourly on Friday. Note dips on Wednesday and Friday.
I have overlaid the hourly twitter stats with the hourly share stats: (twitter stats adjusted by an hour due to sharestats being in CET)
What does this tell you? Well for one, it tells me the person who was responding on behalf of nestle on their facebook site is soooo fired.
So what am I saying?
Many many blogs will spring up, many an agency will be salivating at the prospect of being able to talk about this gaff. Personally I think the following are good takeout's for what occured:
- Just because you are 25, have a twitter & facebook account, does not qualify you as being able to be in charge of a company's social media responses to crisis. Even if it is "only that facebook page thing".
- Social Media strategies & responses are best left with the in-between generation or Gen V as they termed. These are people who are fully immersed in the social media world yet have a number of years experience in business.
- In Social Media, everyone is equal.
- In Social Media, everyone has a voice.
To those people I'd like to say: Go sit in a pub, go listen to the office gossip, go anywhere where more than one person is gathered and LISTEN. Our existance is filled with anger at being manipulated, ignored and taken advantage of by big corporates, governments etc...
Finally we are all equal and if your displease the consumer you will face their wrath.
Evolution is not optional, Shift happens.
Ok on to some more light hearted stuff:
Biggest bandwagon jumper
A complete hat's off to Nestle fan, Scott Cochrane with his rather genius Backpacker accommodation posting, between Mariba Alexanderson's posting listing Nestle Australia's contact details and Shelly Pixie's posting of the facebook fail blog on ZDnet.
Best tweet
@Nick_Myers: I see planners around the world frantically updating their decks on social media to include a Nestle chart - be warned
Funniest YouTube video
Ok not the best video ever but at the moment of writing the blog this was one of two videos that had already been doing its rounds.
Worst newspaper article headline
Goes to... surprise surprise.... The Sun with their article entitled: KitKatastrophe
That's it for today folks, time for me to jump off the bandwagon and wait for the next one. There is always a next one.
Possible post of interest:
- Why Public figures should fear Social Media
- 6 tips that will improve your business Twitter posts
- Anatomy and life cycle of a tweet. Know your @'s from your #elbow
Sources:
1Image by Olly |2Greenpeace Video | 3Video news about add being pulled | 4Greenpeace report | 5Twitter Blog measuring tweets | 6Yahoo Finance
1 comments:
Whenever i see the post like your's i feel that there are still helpful people who share information for the help of others, it must be helpful for other's. thanx and good job.
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