Never before have brands issued so many streams of communication as nowadays. Media, outdoor, internet and social media, smartphone and email, files, banners, flyers, blogs and video. Complexity of diversified forms of communication and meaningful graphics, micro-targetting and super-personalization of branded messages in dispersed channels, necessity of instant reaction to customer behaviors require that marketers around the globe should go out of the square thinking in terms of content and process managements.
If one asks, what is the biggest nightmare for marketers, they would, most probably, answer: brand image crisis causes by unauthorized publication.
Such incidents may lead to serious interference to scheduled campaigns, bring chaos to natural work(flow) of the marketing team – or the business as such – and effectively tarnish the brand image. Increasing frequency of campaigns and dynamics of marketing communication leads to the point where a marketer may lose control over published texts, graphics, movies, at any time – not only in social media.
Here’s 3 distinct examples of crisis situations which would not have happened, if only the publication of these materials were being controlled by the Brand Oriented marketing management system.
Uploading unauthorized content on the brand’s social media profile.
This wicked tweet about President Obama’s grandma was allegedly sent from a private profile of an agency employee servicing KitchenAid. Unfortunately, it was sent from the brand’s profile. When the milk spilled out, the tweet was quickly removed, but what’s on Internet once, stays on Internet forever 😉 Despite a quick and profound explanation and sincere apologies from KitchenAid, a bitter taste was left and brand reputation somehow tarnished.
The platform prevents from such situations and screens out the reputational risk and associated costs (in many cases outnumbering the cost of system implementation). It keeps you on the ball and gives a full picture (planned posts, approved, published) on all social media channels in just one view. You can see the full history of any comments, changes, publications, next to every post, done by every process member.
Every post, prepared by an internal team member or external agency copy writer will be planned in advance, approved by his/her manager and automatically published within the system in assigned channel on the brand’s profile. The posts are not published on social media portals manually (in this case you mitigate the risk that they might be published from another profile/account), but they get „authorized” by the system instead.
Unauthorized displays of pictures on the shopping windows
DKNY displayed hundreds of pictures (without having IPRs) in the window of their shop in Bangkok. The photographer (deprived of his rights) informed social network, suggesting that the brand shall pay indemnity of USD 100.000 to YMCA. DKNY agreed to pay USD 25.000. The crisis was settled peacefully but DKNY incurred unpredicted costs.
In social media module, each campaign or creation can be linked to any additional materials like: source picture or video files, links, blogs, etc. This mitigates the risk of using unauthorized materials, without IPRs or other legally binding circumstances preventing us to use it freely.
Outrageous illustrations or Social Media posts
The agency that was servicing Żytnia Extra (one of Poland’s best known vodka) placed a Facebook post on the brand’s profile depicting a wounded employee of The Mining Factory in Lubin, who was shot by military forces during political demonstration in 1982 r. The tagline under the picture related to the movie „The hangover”. This aroused media crisis within hours. The apologies by the vodka producer implied that the brand’s profile was being run by a professional media agency. However, the internal team did not supervised any materials prior to Facebook posting. The consequence (according to the Media Monitoring Institute)? Over 900 posts and materials related to the brand’s crisis in the Internet only over the next 3 days.
Another example of such imprudent activity came from US Airways profile, showing a picture that we don’t dare to show. It was meant to be funny, but came out to be vulgar.
If a crisis situation does happen, the application will display social media statistics (reach, engagement, comments) of each publication in a clear format. Then it will present the quality analyses of the communication in each channel. Thanks to reliable and real time data we can make better decisions how to mitigate the crisis and its aftermath.
Each identified crisis, that we can call reputational, may be very dangerous for any company. It’s difficult to be spotted and mitigated until it happens. Sometimes it leads to a brand’s downfall. It always triggers procedural machinery, ad-hoc activities, crisis management staff and generates additional costs.
That’s why it pays off to have marketing management system protecting our good brand name. The benefits are unequivocal: minimized risk of crisis outbreak and mitigated dents in the brand image.