Air Travel may be comoditised but the emotions that drive us to the skys are not, births, deaths, weddings, funerals, holidays, job interviews, reunions, all have a lot of emotion driving them, so if they get missed, I dont think a few freebies will make it up.
As I write this I am watching the most epic of social media marketing fails unfold on twitter, an hour ago a simple competition was posted to twitter by qantas. It didnt differ much from the thousands of other competitions posted to twitter each day, say something witty using a particular hash tag and you are in with a chance to win
so Qantas posted this
It looks fairly innocuous and also Qantas took a pounding in
the media with their inpersonal tone used on twitter during the recent Qantas industrial dispute where workers were locked out and the fleet was grounded.
So obviously the word has come down from on high - use twitter to build goodwill and get the social media flowing again.
But Qantas has totally under estimated how negatively they are now seen by customers since they esculated the industrual dispuate and grounded their fleet a couple of weeks back.
and here are some of the results
Someone took it seriously
and what do they do now
they are not getting any sympathy
To make matters worse, the winner of the original competition would have received a $30 prize pack.
So what does Qantas do now?
Sorry Qantas but you just have to ride this one out. With luck it will run out of steam in a few hours, It will feature in tomorrows papers and should really become a case study for all social media marketing students.
You have to stop, apologise properly and focus on what is important to your clients.
Admit you screwed this one up, laugh at yourself and promise you have learned your lesson, No more cheap and nasty stunts and no silly PR gimmicks.
Qantas you have to get back to old fashioned brand buildling.
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