Word: blackshaw
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These moves do carry certain risks - the more you seek forgiveness, the more people discover you have sinned - but for the most part, brand experts give Domino's high marks for its response. "First of all, they handled it very well with the video response," says Pete Blackshaw, brand strategist for Nielsen Online. "It could have been a little bit quicker, but the company needed time to get its facts straight. It was near perfect...
...partner of Tait Subler, a consulting firm. "Domino's is known for its excellent training program, but these guys broke the code of ethics. It will be hard for Domino's to recover." The worst part of a viral video crisis is that the clips live forever online. Says Blackshaw: "The Web never forgets...
...Blog. Blackshaw advises Domino's to create a blog on its website, where the company can highlight great deals, new marketing campaigns, and, yes, the fact that 99.9% of its employees do not spit on the food. "I don't want to overhype blogs, but they can serve as very powerful rapid response vehicles," says Blackshaw...
...notable consumer revolt in 2005, media pundit Jeff Jarvis used his popular blog BuzzMachine to chastise Dell founder Michael Dell on the quality of the company's laptop and customer service. A legion of other dissatisfied customers piled on. The resulting consumer firestorm damaged the brand name, writes Blackshaw: "A swarm of digital termites ended up eating away at the reputation Dell had spent countless millions of dollars to create...
Ironically, the way Blackshaw advocates avoiding toxic CGM is decidedly low-tech. He's a great believer in old-fashioned attributes such as trust and authenticity. That means any claim made about a product had better be irrefutable, because the world will soon know if it's not. And be sure to rev up that underutilized, underfunded consumer-affairs department, he warns. And next time, Macy's, no more Ms. Nice...