Is it positive denounce bad practices of brands in the RRSS?

The last case of online reputation Canal + It is not the only one of its kind, but it is the most notorious because of the influence of the author of the complaint.

cube-channel-plusI read the excellent article blog smreputationmetrics called “When a complaint becomes a crisis. Risto Mejide, a decline in Canal Plus, #unHDMIy2Euroconectores, 35 euros y Twitter”. I will not repeat the content because it really is brilliant, but I summarize in three lines and give my opinion on it:

The context

Unsubscribe Canal + is equally complex and puñetero to unsubscribe a mobile operator or a tax advisor. These are all problems. Attest, I dropped the Plus, Vodafone and tax advisor, and is a bad experience, long and costly.

the what

A person is written off in Canal + and share the experience through Twitter with two seemingly harmless tweets:

  1. Unsubscribe from Canal + is to check how crappy that can become a business in distress: I demand an HDMI cable 2 euroconectores.
  2. Maybe it makes pricing Canal + : 35€!!! Hahaha

In the second tweet author creates a hashtag with the intention to generate some “conversation” around the theme

The WHO (that changes everything)

If those two tweets had launched a deadly anyone, the thing would not have happened a few giggles and complaints by the network and little else. But the key here is the author of the tweets, Risto Mejide, with about 1.500.000 twitter followers. Whether it is having an affair, the thing promises maximum viral.

The result

How could it be otherwise, It soon becomes Trending Topic, and CM (community managers) they had a quick and effective response to a case like this, which it spreads like wildfire: 3.900 mentions a few hours after the first tweet.

An analysis of this reputation crisis

1. Yes

I think that social networks and blogs are great ways for someone reports abuse of a brand. Before we had to hire a lawyer, now only we have to detail the case and ensure it reaches its destination correctly. I reported it on this blog Vodafone (unsuccessfully) to Banco Sabadell (successful and excellent response), to Loewe, and some other brands.

2. Isn't it?

I think before reporting must assess the importance of each issue. It is not unusual for Canal + I ask for the return of some devices that have not paid, but do 15 years are paid. I do not see a strong reason to launch a tweet. It would be different from Canal + I would have left without line in a Barca-Madrid bought gold price the day before (thing that happened to me repeatedly). But devolution settlement is not, in my view, News. Unless, Of course, that says Risto, or Jordi Évole or an influencer with an enormous army of followers (I am also a follower).

Bad habits

I see here a matter of personal responsibility that goes beyond action “annoyance” as would the Mejide own. A seemingly humorous performance could have terrible consequences for Canal +, when all they have done is reclaim what they claim everyone, It is not a case of malpractice. We'll see! To a influencer you have to leave all free? Do brands have to remove the fine print of contracts to the famous?. Isn't it?, I can not agree with this.

A influencer It must be very aware of the damage it can do to a brand launching such a superficial message like this case reputation. Mind you do not defend Canal Plus, I myself sent them to hell (in media silence a few years ago), I'm just saying you need to cool a bit before launching a tweet to a million and a half people. Seguramente a ti, that you read me now, Canal + I had not forgiven 35 €. To the, you can afford, yes.

 

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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4 replies
  1. of Pau Samo
    of Pau Samo says:

    This reflection makes me think that having certain customers can take a complicated situation.

    I'm not saying that is the case this particular, but it could become a Trojan Horse? That is to say, a purposeful and background twit. To me no longer surprise me anything.

    This reflection makes me think that you have some customers may end up leading to a complicated situation.

    I'm not saying this to be the case given, but could be a Trojan Horse? In other words that is, a twit and intentional background. I no longer wonder.

    Reply
  2. Guillem Recolons
    Guillem Recolons says:

    It is to think, Pau. Lately we are seeing how many influencers discreetly recommend specific brands. It is a case of legal advertising, they charge for that, cash or spices.

    wrong thinking, They could also charge, or remove certain advantages- by the fact “load” to specific brands, based on experience, is reportable or as the case of this post- lest Reportable.

    I will always think that we are all innocent until proven otherwise, but if someone should avoid certain fever is an opinion leader, especially if adversely affect the image of a brand that has done the right thing.

    Thanks for write!

    Reply

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