These brands are scolded for stepping on thunder: warnings from overseas social media rollover cases
Social media is becoming more and more important in marketing channels, but for brands, having social media marketing does not mean doing good social media marketing. A little carelessness can even cause a failed social media marketing campaign to bring a huge blow to the brand's reputation and sales.
Especially on overseas social media platforms, facing the different cultural habits and values of global users, overseas brands need to avoid pits and face more thunder.
In today’s article, the global social media data management platform will focus on the recent failed social media marketing cases of brands, and discover what mistakes brands make in social media marketing and how to avoid them.
- Lack of review: Misogynistic, stereotyped Burger King scolded for apology
Fast food brands have always been at the vanguard of marketing on social media, including Burger King, which has won multiple Cannes awards. Last year, however, Burger King rolled over in the simplest holiday marketing, Women's Day, and sparked outrage until it deleted the post and apologized.
On Women's Day 2021, Burger King's UK Twitter page posted a one-sentence post "Womenbelong in thekitchen" (Women belong in the kitchen).
Although Burger King UK explained in the timeline of the following post, the original intention of this post was to draw attention to the lack of opportunities for women in the chef industry, and promised to launch a targeted fund to support the female chef industry. growing up.
But in the end, people didn't buy it.
Burger King UK has also struggled to explain that they were not out of ill will in posting such an overtly stereotyped and misogynistic post. But amid cries of "BurgerKing belongs in a trashcan", the post was deleted and an apology was made.
Obviously, the idea of shaking smartly and trying to create a "reversal" cannot be recognized by users. And we delved into the failure of Burger King in the UK and saw another fatal mistake - the lack of auditing is huge for a brand with a huge social media matrix.
Because during this rollover marketing process, the homepages of Burger King headquarters and other markets around the world did not publish similar posts. It's obvious that such a lack of respect for the idea came from Burger King's UK operations team, and there was a lack of head office scrutiny for it.
When a brand's social media marketing reaches a certain stage, the social media matrix is an inevitable method. However, how to coordinate and manage the huge social media matrix and distributed localization teams has become a difficult problem for the headquarters. Large-scale campaigns need to be coordinated, and campaigns with regional homepages (such as Burger King UK) also need to be optimized and reviewed. What should I do?
The "team collaboration" function of Marketing Cloud can help brands achieve collaborative management of homepages across social media and regions on the same platform. By setting up hierarchical permissions and homepages for teams, headquarters can implement a customized and automated review process for posts and marketing campaigns, reducing the chance of erroneous, inappropriate or confidential information being released.
- Lack of public opinion monitoring: Robinhood Super Bowl ad was mistimed, sparking outrage
Robinhood, the US zero-commission stock trading platform, focuses on the concept of standing opposite Wall Street and helping retail investors to earn wealth, which has been welcomed by many individual investors.
However, in the face of the out-of-control enthusiasm of retail investors, Robinhood still cannot escape the supervision of the traditional financial system. At the beginning of 2021, it restricted the trading of more than 50 stocks selected by retail investors, which caused strong user dissatisfaction. The internet is full of swearing at Robinhood.
At this point in time, Robinhood's 2021 Super Bowl commercial was released, which was originally aimed at restoring the brand image and creating the concept of "you don't need to be an investor, you are born to be".
However, after the advertisement was broadcast, it did not respond to the various controversies faced by the brand, but instead focused on creating the illusion of "quiet time", which aroused user disgust and boycott. Even Robinhood's YouTube homepage took the action of "no comments" when it posted the commercial, further confirming the ostrich mentality of "brands know negative emotions from users but don't respond."
Therefore, after the user posted an advertisement on his Twitter, he turned on the crazy Tucao mode. Some opinion leaders even came forward to call on Robinhood to recall its Robinhood brand name and not do any wrongdoing.
Robinhood has received a flood of bad reviews after spending huge amounts on ad production and delivery for the Super Bowl. The reason is directly related to the fact that the brand ignores the emotional changes of public opinion and fails to respond in time.
Grasp the trend of public opinion and adjust the marketing strategy in time is the basis for maximizing the marketing effect. If you want to not jump on the user's minefield, you need to use the power of public opinion monitoring tools.
In the "Public Opinion" function of Marketing Cloud, brands can accurately or vaguely match search results based on keywords (such as brand names, marketing campaign names, etc.), and conduct public opinion analysis on the content of posts to assist in grasping the best marketing timing and focus.
At present, this function supports monitoring of cross-platform, Instagram topics, Twitter keywords and trends, Google public opinion and Reddit keywords, and can quickly synchronize abnormal changes in public opinion to mobile terminals such as WeChat and mobile phones according to the public opinion warning value set by the brand. Help brands respond quickly to changes in public opinion.
If your brand needs more in-depth public opinion analysis, the new "social listening" (Beta) function is equipped with big data and artificial intelligence algorithms. This feature can help brands quickly find what their audience cares about most and turn this data into actionable business insights by:
Epilogue
In addition to the above two typical social media marketing cases, there will be cases of "rollover" every year for companies of any size on social media.
These cases remind brands from different perspectives that although social media marketing is good, it still requires brands to be vigilant in all aspects, get closer to user psychology, and optimize processes to avoid more risks and gain more recognition on social media. .