Top social media fails in asia 2013

One member of the party was subsequently threatened with a defamation action The impact Highly damaging national and international mainstream media coverage and online buzz, sharply low

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THE TOP 10

SOCIAL MEDIA

#FAILS IN ASIA

2013

HONG KONG | December 2013

Charlie Pownall | CPC & Associates Ltd

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Here’s my take:

inappropriate use of social media

crisis or external threat.

The following incidents have been selected principally on

account of the scale of their impact They are listed in no

particular order.

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The #fail

Gurgaon, India-based restaurant & pub

responds furiously to a customer party’s

complaint of ‘horrid’ food, service and

sexual discrimination One member of

the party was subsequently threatened

with a defamation action

The impact

Highly damaging national and

international mainstream media

coverage and online buzz, sharply lower

rankings on review sites

The lesson

Product and customer service overhaul

needed Social media amplifies poor

‘real-world’ products, service and

behaviour

Get the story

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The #fail

Staff at Kuala Lumpur-based delicatessen

get into aggressive altercations with

customers on Facebook

The impact

Extensive negative domestic and

international media coverage and online

buzz; loss of sales

The lesson

The Customer is King; social customer

service must be handled as carefully

‘traditional’ customer service

Get the story

Image credit: meimeichu

Les Deux Garcons abuses customers

2

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The #fail

Korean smartphone manufacturer is

discovered enlisting Taiwanese students

to ramp its own products and slam those

of competitor HTC anonymously

The impact

USD 340k fine and a mountain of local

and international negative media

coverage and online buzz

The lesson

Disclose your identity in social media

Trust is fickle and can be lost instantly

Get the story

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The #fail

Having called out Apple on its consumer

return policy on TV, an erroneous tweet

suggests China’s state broadcaster is

paying bloggers to further damage the

firm

The impact

Significant domestic online scorn and

negative international media coverage

The lesson

Disclose your identity in social media

Getting others to do your dirty work

online can easily come undone

Get the story

Image credit: Beijing Cream

CCTV astroturfs Apple in China

4

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The #fail

A Facebook-based gaming promotion for

Singapore budget airline Scoot’s first

birthday suffered technical hitches With

some participants gaining preferential

treatment, hundreds of participants took

to Facebook to complain

The impact

Thousands of negative online comments

and substantial trade and mainstream

media coverage

The lesson

Make sure promotions work properly,

and treat all participants as equals

Get the story

Image credit: Fashion Ferno

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The #fail

McDonald’s Hello Kitty limited edition

promotion in Singapore suffers a

backlash as stocks run out, notably of the

Singing Bone character, and profiteering

ensues McDonald’s subsequently failed

to manage online customer frustrations

effectively

The impact

Considerable negative online buzz and

media coverage

The lesson

Manage customer expectations properly

across all channels

Get the story

Image credit: The New Paper

McDonald’s mismanages promotion

6

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The #fail

Domino’s much hyped new ‘Game

Changer’ product underwhelms

Australians by proving to be little more

than a set of new toppings Domino’s

appear to delete negative feedback on

Facebook

The impact

Widespread local negative online and

mainstream media coverage

The lesson

Make sure rhetoric matches reality

Don’t delete negative feedback

Get the story

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The #fail

Philippine fast food chain Jollibee’s

launch in Singapore is marred by

allegations of racial discrimination

against Singaporeans by political blog TR

Emeritus

The impact

The allegations are comprehensively

dismantled by a local blogger, resulting

in massive publicity for Jollibee and a

launch that far exceeded its expectations

The lesson

Activists can only expect to win public

support if they have their facts straight

Get the story

Image credit: Daniel Ang

Jollibee recruitment boycott backfires

8

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The #fail

Hong Kong-based herbal medicine chain

Hoi Tin Tong fails to respond quickly to

an online video purporting to show

mouldy jelly being prepared for sale,

quickly followed by a study finding that

its turtle jelly signature product has very

little or no turtle shell

The impact

Badly damaged reputation and

significant loss of sales The company is

now talking of shuttering stores

The lesson

Move fast to disprove allegations using

all channels, including social media

Get the story

Image credit: South China Morning Post

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The #fail

New Zealand diary firm Fonterra’s recall

as a result of a botulism scare failed to

involve any meaningful use of social

media, not least in China where the firm

has substantial business interests

The impact

Fast escalation of issue in multiple

markets, with online questions and

comments going unanswered and

rumours unchallenged

The lesson

All organisations must be properly

prepared for crises being played out on

social media

Get the story

Fonterra botches botulism scare response

10

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1 Fix the business problem

2 Deliver flawless customer experience

3 Handle issues and crises competently

4 Behave ethically online

5 Focus on relationships, not numbers

6 Realise social media is not a vacuum.

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COMMENTS?

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CONNECT WITH ME:

@cpownall

charliepownall.com

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