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Learning from Failure: 3 Brands that Struggled on Social Media

This analysis explores three notable brands—Tesla, Netflix, and Goldman Sachs—that failed to leverage Facebook effectively for customer engagement and brand storytelling. Tesla's minimal use of social media resulted in a lack of informative updates, while Netflix's communication mishaps highlighted the need for a more responsive customer service approach. Goldman Sachs, on the other hand, ceased all social media activity, signaling disregard for customer interaction. These failures underscore the importance of genuine engagement and communication in building strong customer relationships.

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Learning from Failure: 3 Brands that Struggled on Social Media

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  1. Social Media Brand Failure Sarkis H Mesrobian Hein Htet Aung Abdullah HabibiIndargiri

  2. “3 Brands That Failed on Facebook”

  3. Tesla Motors • California based electric car company • Minimal usage of Facebook • Facebook status updates • No background info or history • Increase usage of Facebook • Create a storyline or history tab • Add more info about themselves • Look at competitors • “me too” approach

  4. Netflix • American provider of on-demand Internet streaming • Tries using Facebook • Main use is customer feedback and communication • Poor Communication • Larger response team • Monitor all posts and complaints • Provide better customer feedback and service

  5. Goldman Sachs • American multinational investment banking firm • Given up on social media • No usage • No monitoring • implies the company does not care • Complete rebuild required

  6. Customer Relationship Fails • Low-cost airline headquartered in Singapore • Swiss multinational food and water company • Lack of concern and respect for the members of the brand’s community • Failed to realize how feedback can effect customer relationships • Begin with a genuine adoration for the customer • Show you care • Do not ignore • Ask the customer how can you help and deliver

  7. Social Media: Friend or Enemy? • Powerful tool • Excellent for communication and feedback • Depends on how the tool is utilized • Depends on the user/company/organization • Failure and success determined by company actions • Learn from others’ mistakes • Avoid repeating history

  8. Failures of More Companies • http://www.adweek.com/adfreak/20-biggest-brand-fails-2012-146136

  9. End of Presentation • Questions and Comments?

  10. Work Cited • 1) Clarke, David. "3 Brands That Failed on Facebook." IMediaConnection.com. IMediaConnection.com, 30 Jan. 2012. Web. 20 Oct. 2013. • 2) Howard, Tim. "Sprout Insights." Sprout Insights. Sprout Insights, 15 Nov. 2010. Web. 03 Nov. 2013. • 3) Nudd, Tim. "The 20 Biggest Brand Fails of 2012 | Adweek." AdWeek. ADFREAK, 20 Dec. 2012. Web. 25 Oct. 2013.

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