Microblogging marketing The most painful lesson: Vest Switch Error

Microblogging marketing The most painful lesson: Vest Switch Error

I believe you can remember the Entertainment Circle Blog Oolong incident Bar, look at this picture, very happy, very content (I see a laugh once a belly). In fact, not only is Zhoulkang so schizophrenic, actor Rocher, Yuanli have lost their hands, a time to become a laughingstock, brand image plummeted to the freezing point.

Today, there is a similar case on Weibo, but this time the hapless egg is the official microblogging: @360 security guards in the change of the army vest when inadvertently, so that the official website account forwarding commented on a clearly with the nature of the Navy's remarks. There is a picture of the truth:

Cup with the IS, although the staff immediately found that the mistake and deleted the microblog, but still be found by netizens and screenshots, in the competition, under the impetus of the rapid lead to a huge public relations crisis, spread to Sina and Tencent two big http://www.aliyun.com/zixun/ Aggregation/8999.html "> microblogging platform. According to the author's rough estimate, to date, the relevant discussion of the micro-Bo communication groups have reached millions, the participants from the Internet and the IT industry, @keso, @ Internet that point, @ White Crow and other celebrities are all involved.

This time the microblog crisis has caused a great deal of damage to 360 of brands:
1. The "chain effect" of trust crisis
After 360 and its CEO had on several occasions claimed "360 no Navy", and denounced the competition "flood of the Army", the official microblog operators of the error is tantamount to their own a slap in the face. The public will generally issue more questions: is the statement of the listed company worth believing? Is this the kind of rhetoric that makes all the hype about 360 on Weibo?
2. The "broken window effect" of the trust crisis
Consumer trust in the brand follows the broken window effect, that is, when a particular event leads to trust damage, all sorts of other clues about the lack of trust may be suddenly dug out-popular point, this is called "everyone." The crisis, "broken window" pioneer from 360 of competitors, about 360 use the navy to control the public opinion of the screenshot, the evidence is constantly excavated, causing more users of the spit slot.

Sadly, 360 of the PR system has taken an inappropriate approach in the face of this sudden crisis:

First, muddy the water. Through PS a similar picture and use large channels for reprint, trying to let the public think "this is only a competitor PS of a farce." This approach is more common in microblogging crisis PR, but it may also add fuel to the flames. As more evidence remains to be revealed, 360 mistakes have been added in embarrassment. The tactic was later halted and the related microblog was deleted.

Second, the use of a strong navy team to guide the transfer of topics. From the operation of the way, because of the sudden, 360 with the help of the army suppliers of the supernumerary, the operation exposed a simple, rude, lack of rational guidance, only the characteristics of abusive attacks. This kind of navy speech is easy to be seen by ordinary netizens, but it is self-defeating.

Compared to the previous BBS era, the blog age, the SNS era, the micro-bo era of enterprise marketing comprehensive strength put forward higher requirements, a small mistake may destroy a century brand. In this "vest switch triggered by the murder", the author has the following lessons summed up:

1, the Division of labor, the Navy and micro-blog editor posts do not overlap. Seems to be just a chance to miss, but actually reflects the enterprise micro-BO marketing management loopholes. If the navy is necessary, it must be specialized, full-time, once with the editorial role of the responsibility mixed together, it is not wrong, once the error, can't afford to hurt.

2, micro-BO crisis treatment, must use the internal team, do not outsource. In the chain of communication, micro-bo is a magnifying glass, especially crisis management, "security" must be the first principle. In the past, the rules of the game of the BBS Navy--herd, locusts crossing, have not been used for Weibo. But many of the micro-Bo Navy supplier of the predecessor is the BBS Navy company.

3, the traditional crisis public relations management principle: clarifies the fact, the sincere communication, the unification coordination, also applies the Umebo time. If you think that carrying large resources can hlod public opinion, it is likely to make things worse.

It teahouse @ Vegetable bun Contribution