Content Online Reputation on Steroids Co Ag Your Brand ! y e H Do You Believe That You Can Control Fm Br Agenda Your Brand? Fame XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
We Live in a Social Web World Let‘s Get to Know Each Other! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Storytelling is a fundamental way of Human‘s Expression I Love True Stories XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
What? VS a ...Guitar XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Let the Story Begin March 2008 Musician Dave Carroll boarded a United Airlines flight to Omaha, Nebraska, checking in his $3.500 guitar. He claims he witnessed baggage being rough handled during a stopover in Chicago. As a result, his guitar was broken. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Something is Going On Here! March 2008 Dave Carroll begins contacting United Airlines, asking for $1.200 reimbursement for his guitar. UA refuses , stating that he processed his claim more than 24 hours after the flight and could not accept it. Dave Carroll goes as far as to suggest he would accept flight vouchers instead of cash. United Airlines’ reply was a firm “NO”. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
We Have Video in Flight! January 2009 After 9 months of unsuccessfully trying to reach an agreement with United Airlines, including phone calls and emails, Dave Carroll decides to get his revenge the only way he knows best: Through writing a song about this bad experience. http://youtu.be/5YGc4zOqozo XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
July 2009 Mayday, Mayday! Dave Carroll gets his new song, “United Breaks Guitars” on YouTube. It becomes Viral immediately, scoring >150.000 views on the first day. United Airlines starts to realize the PR disaster and immediately offers the requested $1.200 reimbursement to Dave Carroll. He declines the offer. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
July 10, 2009 United Airlines’ stock price fell 10%, causing $180 million losses to stakeholders. The Airline donates $3.500 for music education for kids, as a “gesture of goodwill”. WTF? August 17, 2009 The song’s sequel, “United Breaks Guitars: Song 2” is released on YouTube. By this time, the first song has exceeded 5 million views. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
December, 2009 Time Magazine features “United Breaks Guitars” on no. 7 of its Top-10 list of viral videos of the year. WoW! I‘m on Time Magazine! Carroll has already been interviewed more than 200 times on news media regarding the incident. March 2010 The third song of the trilogy, “United Breaks Guitars: Song 3” is released on YouTube. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
May 2012 It‘s Time for Breakeven! Dave Carroll publishes his book “ United Breaks Guitars: The Power of One Voice in the Age of Social Media ”, detailing his adventure. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
October 23, 2013 The three videos on YouTube have reached more than 16.500.000 Views. Carroll is now one of the most prominent speakers on Customer Service issues. United Airlines is still considered a prime No Happyending...? example of bad Customer Service regarding this incident and the publicity it received. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. Waren Buffet XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
I Love Facts as They Prove I‘m Right ;-) The Power of Facts XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: Internetstats 2012 95% of the Global Content is User Generated Content Consumers ARE the Media! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: Market Watch 2013 94% of clicked Search Results are Organic, NOT Paid. Your Online Reputation Matters! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: WPR.org 2012 + 92% 70% Trust Unknown Users 27% Trust Experts 14% Trust Advertising 8% Trust Celebrities of Consumers Trust Opinions Posted Online By Other Consumers Things Said About Your Brand are Important to Your Audience XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: Google 2013 84% Of all Shoppers use Online Search in the path to Purchase Preshopping is a Daily Habit XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: XPLAIN Research Lab 2013 73% are Searching for Solutions 14 times a week and only once for Brands What is the Solution You Offer? XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: SatMetrix 2011 75% of People don’t Believe that Companies tell the Truth in Advertisements. Traditional Ads are not Trusted XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Source: Saleforce 2012 94% are more willing to spread the Bad Experience than to the Good one. Auuch!!! This is Really BAD XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Take it Easy ;-) YOU DON’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Repeat after Me YOU CAN’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Yes, There is a BUT but... XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
YES YOU CAN! YOU CAN CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
This Was the Traditional 3 Step Mental Model of Marketing FMOT: was coined by P&G in 2005 Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
ZMOT: The New Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store Which becomes the next person’s ZMOT Source: Google 2013 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
NOW! IT’S TIME TO CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY AND A RIGHT WAY. EVEN MORE! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
No Reputation Management? If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
80% of CEOs Believe that Users have Great Experience with their Products. Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
80% of CEOs Believe that Users have Great Experience with their Products. Only 8 % of the Users believe so. Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
No Reputation Management? Negative Reviews, Bad Reviews, Trolling Online Attacks can haunt your Brand for a Long Time. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
Don‘t make even a half step, if you haven't Understood the Context first It‘s Social Web NOT Just Social Media Social Web is Pure Content & Consumers Data Social means People Economic Recession NOT Brands The Push Consumers To Search for the BEST Solution Context Business Is NOT Loyalty Doesn‘t Exists „ As Usual“ Anymore The Way We Knew it (some of) Consumers Behavior Has Ghanged More Sales are Coming Via ZMOT is the Reality Recommendations You Can‘t Hide A Bad Product/Service as long as it‘s on the Selves XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
It‘s A Reputation Engine OK! We Got it! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
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