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#toyotafail: the crisis that wasn't

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Anne-Marie Nichols
Anne-Marie Nichols

The ambition of an inexperienced PR-wannabe and the reputation of a Big Brand crashed into each other magnificently on the front page of a popular mom blog in February of 2011. As the surrounding traffic slowed down to witness the carnage and Twitter about it - one figure emerged from the chaos surprisingly unscathed. Toyota's preventative maintenance and fast reflexes kept their brand image intact through the actions of their Social Media team. We'll examine the life-cycle of a brand-crisis from the blogger, PR and Brand perspectives by analyzing the #ToyotaFail incident and how Toyota's Social Media team averted a rapidly developing brand crisis by listening and responding on Twitter as it was happening. Panel: Shelly Kramer, V3 Integrated Marketing, Anne-Marie Nichols, The Write Spot, and Lucretia Pruitt, The Social Joint

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#ToyotaFail: The Crisis that Wasn’t Christopher Barger - @cbarger Shelly Kramer - @ShellyKramer Anne-Marie Nichols - @amnichols Lucretia Pruitt - @LucretiaPruitt
#toyotafail – the event http://bit.ly/dearcrissytoyotafail
#toyotafail – the event
#toyotafail – the event
#toyotafail – the event
The Crisis http://bit.ly/cotweettoyotafail
Christopher’s takeaway During a crisis, engage people and give them a reason to stay with your brand.  Educate everyone with access to the brand accounts on crisis management, etiquette and higher expectations when you are granted a brand's identity.  Your social media team must be part of your crisis planning. Your social media team must tied into your PR and marketing teams and your decision makers .
Shelly’s takeaway Own the problem: Create a statement and the changes you're implementing. Be timely: Create responsive tweets immediately. Explain: Post/tweet at regular intervals – often. Give more info: Post link to an informational page. Follow: Follow brand dissenters. Take it offline: Take the conversation offline. Your people: Don’t leave your employees out of the loop.
Lucretia’s takeaway Transparency No Transparency
Lucretia’s takeaway Ownership - it’s everyone’s problem.  Agency is a specific legal relationship – When you hire someone to be your agent, they are acting on your behalf – as if they were you – when they enter into contracts.  Never waste an opportunity to turn negative into positive.  
Anne-Marie’s takeaway Brands need to know what their right and left hands are doing. Just because you’re a blogger doesn’t mean you’re a social media consultant. Just because you’re doing blogger outreach doesn’t mean you’re a PR agency.
Questions? http://slidesha.re/toyotafail

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#toyotafail: the crisis that wasn't

  • 1. #ToyotaFail: The Crisis that Wasn’t Christopher Barger - @cbarger Shelly Kramer - @ShellyKramer Anne-Marie Nichols - @amnichols Lucretia Pruitt - @LucretiaPruitt
  • 2. #toyotafail – the event http://bit.ly/dearcrissytoyotafail
  • 7. Christopher’s takeaway During a crisis, engage people and give them a reason to stay with your brand.  Educate everyone with access to the brand accounts on crisis management, etiquette and higher expectations when you are granted a brand's identity.  Your social media team must be part of your crisis planning. Your social media team must tied into your PR and marketing teams and your decision makers .
  • 8. Shelly’s takeaway Own the problem: Create a statement and the changes you're implementing. Be timely: Create responsive tweets immediately. Explain: Post/tweet at regular intervals – often. Give more info: Post link to an informational page. Follow: Follow brand dissenters. Take it offline: Take the conversation offline. Your people: Don’t leave your employees out of the loop.
  • 10. Lucretia’s takeaway Ownership - it’s everyone’s problem.  Agency is a specific legal relationship – When you hire someone to be your agent, they are acting on your behalf – as if they were you – when they enter into contracts.  Never waste an opportunity to turn negative into positive.  
  • 11. Anne-Marie’s takeaway Brands need to know what their right and left hands are doing. Just because you’re a blogger doesn’t mean you’re a social media consultant. Just because you’re doing blogger outreach doesn’t mean you’re a PR agency.