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Social Media Crisis Management

Social Media Crisis

Social Media bukan lagi menjadi barang yang baru di Indonesia. Banyak brand yang berlomba-lomba ingin meraup banyak audience anak muda yang memang sangat dekat dengan social media terutama social network twitter dan facebook. Sayangnya banyak dari mereka yang belum paham sepenuhnya soal social media.
Ada begitu banyak contoh perusahaan yang telah menemukan diri mereka diserang media sosial. Beberapa bisa mengatasi krisis dengan benar, sementara lainnya malah gagal total. Apapun itu tentu banyak yang bisa dijadikan pelajaran bagi brand maupun agency social media yang nantinya akan membantu memperkuat social media crisis manajemen mereka dimasa datang.
Berikut ini contoh social media crisis yang terjadi di Indonesia.
Sebuah posting di twitter cukup mengegerkan dari akun @Durex_Love.
Durex Love
Posting tersebut mendapatkan reaksi yang cukup keras dari tweeps (sebutan pengguna twitter di Indonesia) yang ditujukkan pada akun produk kondom ini. Tak berapa lama kemudian, akun Durex menyampaikan permohonan maaf mereka.
Durex Indonesia
Kesalahan Twitter dapat saja terjadi. Apa yang dapat dipelajari dan dipraktikkan untuk mengurangi hasilnya?

  1. JANGAN ABAIKAN
    Jangan pernah mengabaikan apapun komplain tentang apa yang anda tweet. Karena bisa saja tweet tersebut akan menjadi bola salju dan terus menggelinding sampai anda sendiri tidak bisa mengatasinya.
  2. BERTINDAK CEPAT
    Bertindaklah dengan cepat saat terjadi krisis. Mungkin perlu orang dari atasan anda untuk menyampaikan permintaan maaf secara cepat.
  3. MENGAKUI KESALAHAN
    Akuilah kesalahan secara manusiawi. Jangan pernah menimpakan kesalahan kepada orang lain atau aplikasi yang anda pakai.
  4. GUNAKAN HUMOR
    Menggunakan humor kadang bisa memicu senyum orang yang membacanya. Tentu saja kadar humornya tetap harus digunakan dengan hati-hati agak tidak membuat blunder yang lebih parah lagi untuk hal yang lebih sensitif seperti kasus diatas.
  5. GUNAKAN TWITTER APLIKASI BERBEDA
    Kebanyakan admin di twitter masih menggunakan aplikasi yang sama untuk pekerjaan dan pribadi. Hal inilah yang sering kali memicu kesalahan “account” sehingga tweet yang harusnya untuk pribadi malah terekspos di timeline perusahaan. Apalagi kebanyakan admin menggunakan ponsel sehingga mudah sekali salah menempatkan tweet pada akun perusahaan. Untuk beberapa brand, mereka menggunakan aplikasi berbayar yang bisa mengontrol content sesuai dengan hirarki.
  6. BACA KONTEN ANDA SEBELUM POSTING
    Kesalahan awal adalah tidak adanya kontrol konten dari pihak yang berhubungan. Entah Brand Manager, Social Media Strategist ataupun dari admin sendiri. Sebelum anda posting, ada baiknya dibaca lagi apakah sesuai dengan personality brand.
  7. DON’T DRINK AND TWEET.
    Serius, saat anda mabuk jangan pernah men-tweet-kan hal-hal yang kacau apalagi saat itu sedang memegang akun sebuah brand. Selain akan mengundang typo, ada kalanya tweet itu akan salah masuk ke timeline brand yang anda pegang.

Jadi, bagaimana cara anda mengatasi Social Media Crisis terutama di Twitter?
 

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Digital

#PepsiJammingSeru, Program Live Streaming Musik dari Pepsi Indonesia

Foto Press Release #PEPSIJammingSeru-campaignindonesia

#PEPSIJammingSeru adalah program musik live stream yang pertama di Indonesia dengan menggunakan sosial media. Melalui kampanye digital ini, PEPSI Indonesia berupaya untuk memperkuat positioning brand PEPSI di industri musik Indonesia.

Seperti diketahui, PEPSI memang tidak jauh dari musik. Sudah lebih dari 60 tahun Pepsi mendekatkan diri dengan musik dan kultur anak muda. Sebutlah nama Michael Jackson, Madonna, Britney Spears, Kanye West, David Bowie, Papa Roach, dan beberapa penyanyi lainnya pernah bergabung menjadi bintang iklan Pepsi.

Di Indonesia, PEPSI menggadeng 12 musisi terbaik yang nantinya akan tampil melalui live streaming di Facebook fanspage dan Instragram mereka setiap bulan. Sebagai pilot project terpilihlah Mocca, sebuah band yang tidak asing lagi bagi anak muda Indonesia.

Untuk melaksanakan project yang cukup ambisius ini, PEPSI Indonesia menunjuk Froyo Story sebagai digital agency yang nantinya bertanggung jawab mengelola semua kampanye digital mereka. Termasuk salah satunya adalah #PEPSIJammingSeru sebagai permulaan.

“Kami merasa sangat senang PepsiCo mempercayai ide kami, sehingga kami dapat mewujudkannya secara nyata.

#PEPSIJammingSeru mempunyai konsep yang baru dan kami berharap acara ini dapat menjadi sukses,” ujar Chandra Purnayuda, CEO Froyo Story.

Hal itu diamini oleh Arina Ephipania, vocalis Band Mocca yang jadi penampil pertama di program #PepsiJammingSeru ini.
“Program ini akan menjadi satu hal yang menarik karena belum pernah di lakukan di Indonesia dan menjadi wadah yang baik untuk kami berinteraksi dengan fans.”

Saat ditemui oleh tim Campaign Indonesia, Andina Mutya, Brand Manager PEPSI Indonesia mengatakan hal yang sama.

“#PEPSIJammingSeru adalah sebuah terobosan besar untuk PEPSI Indonesia. Kami percaya bahwa PEPSI dan musik merupakan komposisi yang pas untuk dinikmati bersama teman-teman. Ini adalah konsep yang fresh. Harapan kami, anak-anak muda di Indonesia dapat bersenang-senang dengan menyaksikan musisi favorit mereka bernyanyi selama 1 jam melalui live stream di social media,” cetusnya.

Saat kami melihat secara langsung, total penonton live streaming konser ini jumlahnya melebihi angka fans mereka di instagram.

“Kami yakin, kedepannya live streaming akan semakin banyak,” tutup Andina.

Dengan konten marketing yang semakin booming di Indonesia, tentu saja brand harus punya jurus andalan untuk meraih perhatian audience mereka di antara hiruk pikuk konten yang bersliweran di sosial media. Dan apakah Live Streaming akan menjadi lahan baru yang wajib digarap oleh para brand? Mari kita tunggu.

Baca juga: Live Streaming, Senjata Baru Brand Untuk Video Advertising.

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Social Media

Akibat Blunder, Kontrak Ernest Prakasa Dihentikan Sido Muncul

ernest

Ernest Prakasa dihentikan kontraknya oleh Sido Muncul sebagai salah satu bintang iklan yang dikontrak selama setahun untuk mempopulerkan Tolak Angin. Pasalnya cuitan Ernest tentang Wakil President Yusuf Kalla yang sedang bersalaman dengan Dr. Zakir Naik dianggap melecehkan agama . Sontak publik langsung bereaksi dengan keluarnya tagar #BoikotTolakAngin.

Ini bukan kali pertama Ernest melakukan blunder di media sosial. Dahulu Ernest pernah melakukannya di kampanye digital Mini dimana dia yang diberitakan diculik oleh orang tak dikenal secara tak sengaja menaruh #Mini di video yang sedang diunggahnya. Sehingga publik yang semula bersimpati, berbalik menjadi marah. Namun blunder tersebut tidak mempengaruhi Mini sebagai sebuah brand.

Berbeda dengan Mini, kasus Ernest Prakasa yang dianggap melewati batas dan berbuah #BoikotTolakAngin secara tidak langsung berimbas kepada brand yang sedang dibawanya tersebut. Tak mau kasus ini berlarut-larut, akhirnya PT Sido Muncul sebagai pemilik merek Tolak Angin memberikan klarifikasi atas insiden yang terjadi.


Irwan Hidayat selaku Direktur PT. industri Jamu dan Farmasi Sido Muncul Tbk menjelaskan bahwa iklan Tolak Angin dengan model Ernest Prakasa sudah tidak ditayangkan. Selain itu, kontrak kerja antara Sido Muncul dengan Ernest juga hampir habis dan tidak ada niatan untuk memperpanjangnya.


Namun apabila memang kontrak Ernest masih panjang, perusahaan akan segera memutuskannya karena sudah dianggap merugikan perusahaan meskipun ada permintaan maaf resmi dari pihak Ernest. Menurut Irwan, kasus ini akan menjadi pembelajaran bagi PT SidoMuncul agar lebih berhati-hati dalam menjalankan kerja sama dengan bintang iklan.


Irwan berharap masyarakat mampu membedakan pendapat pribadi atau perusahaan. Karena dalam kasus ini, Tolak Angin tidak bertanggung jawab atas persoalan yang terjadi karena Ernest.

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Social Media

Facebook launches Blueprint training and certification program for brands and marketers.

facebook blueprint

Is your brand’s Facebook strategy right? How to make your Facebook ads reach the right target? If you are wondering about those things, afraid not. Now Facebook launches Blueprint training and certification program for brands and marketers.
Blueprint is a new education program that trains agencies, partners and marketers on how to use Facebook, so they can create better campaigns that drive business results. Combining online courses, in-person training and certification, Blueprint offers training on everything from campaign optimization and how to use video on Facebook to effective ad measurement solutions.
The foundation of Blueprint is its eLearning center, which features over 35 online courses and has tracks organized by category, such as direct response marketing, as well as tracks designed for specific roles, such as digital buying. Blueprint eLearning easily integrates with other learning and development programs and offers reporting to track progress and results.
The Blueprint eLearning center is available in English on desktop and mobile to anyone with a Facebook account. Later this year Blueprint will expand to other languages.
 
facebook-blueprint
 

Learn How: Education for small businesses and new marketers
For small businesses and marketers new to Facebook, they are introducing Learn How, an online learning center that helps businesses do more with Facebook Pages and Ads. Using videos, images and step-by-step instructions, Learn How offers marketers answers to frequently asked questions, like how to create a Page or how to create a Custom Audience.
The Learn How content is organized to be flexible: you can use it cover a topic in-depth, or as a reference library to cover questions as they come up.
source: blogsrelease

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