Canal's latest online reputation case + isn't the only one of its kind, but it is one of the most sounded given the influence of the complainant.
I read the excellent blog post smreputationmetrics Entitled “When a complaint becomes a crisis. Risto Mejide, a low in Canal Plus, #unHDMIy2Euroconectors, 35 euros and Twitter”. I won't repeat the content because it's really brilliant, but I summarize it in three lines and give my opinion on it:
Unsubscribe from Canal + it's just as complex and fucking as unsubscribe from a mobile operator or tax advisor. It's all trouble. I attest, I've unsubscribed from the Plus, Vodafone and a tax adviser, and it's a bad experience, long and expensive.
A person unsubscribes from Canal + and shares the experience via Twitter with two seemingly harmless tweets:
- Unsubscribe from Canal+ is to see how filthy a struggling company can be: they claim me an HDMI cable and 2 Euroconnectors.
- The best thing is Channel+'s appraisal of #unHDMIy2Euroconectors: 35Us $!!! hahaha
In the second tweet its author creates a hashtag with the intention of generating a certain “Conversation” around the subject
Who (that changes everything)
If those two tweets had been thrown by any mortal, things wouldn't have happened from a few giggles and complaints about the net and little else. But here the key is the author of the tweets, Risto Mejide, with about 1.500.000 Twitter followers. She's already in a mess., thing promises maximum virality.
As it couldn't be otherwise, #unHDMIy2Euroconectors becomes Trending Topic in a short time, and CMs (community managers) they didn't have a quick and effective response to a case like this, that spread like gunpowder: 3.900 mentions within hours after the first tweet.
An analysis of this reputational crisis
I think social media and blogs are great means for someone to report brand abuse. Before we had to hire a lawyer, now we just have to detail the case and make sure it reaches its recipient correctly. I myself have denounced in this blog Vodafone (unsuccessful) To Banc Sabadell (successfully and an excellent response), To Loewe, and some other brands.
I believe that before denouncing we must assess the importance of each issue. It's not abnormal that Canal + ask you to return some devices you haven't paid for, even if I do 15 years you're paid for. I don't see a strong reason to tweet. It would be different if Canal + would have left you offline in a Barca-Madrid bought at gold price the day before (thing that happened to me repeatedly). But a return settlement is not, in my opinion, News. Unless, of course it's, let Risto say it, o Jordi Avole or an influencer with an army of huge followers (I'm a follower too).
I see here a matter of personal responsibility that goes beyond action “Trouble” as Mejide himself would say. A seemingly humorous performance has been able to have terrible consequences for Canal +, when all they've done is claim what they claim from everyone, it's not a case of bad practice. Let's see! Does an influencer have to get it all out for free? Should brands remove the fine print from contracts for celebrities?. No, I can't agree with this.
A influencer you have to be very aware of the damage you can do to a brand by sending a message as superficial as this reputation case. I know I don't defend Canal Plus, I sent them to shit myself. (in media silence a few years ago), I'm just saying you have to cool down a little bit before you tweet a million and a half people. Probably you, you're read to now, channel + I wouldn't have forgiven you the 35th. To the, who can afford them, Yes.
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.