Bad buzz research findings

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Information about Bad buzz research findings

Published on March 9, 2016

Author: muzard


1. BAD  BUZZ  2015:  RESEARCH  FINDINGS         643  bad  buzz  situations  since  January   2015  (  1) (1)    Inventory   of  significant   instances   of  a  bad  buzz  on  English   and   French   websites Bad  Buzz February  2016

2. WHO  ARE  THE  VICTIMS  OF  A  BAD  BUZZ?     Worldwide  brands  are  no   longer  the  only  victims  of   digital  crises     B  to  C 55%Public   administration,   public  firms… SMEs 18% Associations/char ities 6% B  to  B 1% PROFILE  OF  BAD  BUZZ  VICTIMS

3. They  are  markedly  different  from  the   victims  of  traditional  media  crises: Media    &  Fashion  are  the  two  sectors   most  exposed  to  a  bad  buzz     0% 2% 4% 6% 8% 10% 12% 14% 16% 18% SECTORS  THE  MOST   EXPOSED  TO  A  BAD  BUZZ Media Fashion Culture Restaurant-­‐Hotel Food Hi  Tech   Internet Retail Transport Equipment Other WHO  ARE  THE  VICTIMS  OF  A  BAD  BUZZ?    

4. WHERE  DOES  A  BAD  BUZZ  BREAK  OUT?   The  web is  where  a  bad  buzz   most  often  appears 93% 7% PLACES  WHERE  A   BAD  BUZZ  APPEARS Internet Traditional  media

5. Twitter &  editorial  websites*   are  the  main  places  where  a   bad  buzz  appears,  followed  by   Facebook *  sites,blogs   Websites  -­‐ blogs 35% Twitter   36% Facebook 21% YouTube 4% Other  4% PLACES  WHERE  A  BAD  BUZZ   APPEARS  ON  THE  WEB WHERE  DOES  A  BAD  BUZZ  BREAK  OUT  ON  THE  WEB?  

6. BAD  BUZZ:  MAIN  TRIGGERS 40%  of  bad  buzz  situations  result  from  miscommunication     Communication 40% Other  initiatives   (behavior,  …) 60% EVENTS  THAT  TRIGGER  A  BAD  BUZZ

7. BAD  BUZZ:  MAIN  TRIGGERS 5  Taboos  explain  more  than   60% of  bad  buzz:  ethnical*,   sexual  &  social  discrimination,   manipulation,   disrespect     towards  clients *Ethnical  &  regional  discrimination Ethnical/geograp hical   discrimination 18% Sexual   discrimination 13% Manipulation 11%Social   discrimination 10% Disrespect   towards  clients 10% Deviant  behavior   9% Non-­‐ compliance   with  web  rules 4% Animal   cruelty 4% Physical   discrimination 3% Disrespect   towards  the   innocence  of   children 3% Other 15% DIGITAL  TABOOS

8. WHEN  HIT  BY  A  BAD  BUZZ,  HOW  DO  ORGANIZATIONS  REACT? Silence  is  no  longer  their  number   one  reaction.  Organizations(1)     prefer  to  communicate     (1)    Companies,   associations,   charities,   other  organisations Releasing   a   statement 84% Keeping  silent 14% Keeping  silent   but  back   tracking 2% REACTION

9. Organizations(1)   are  less  likely  to  issue  a  mea  culpa (1)    Companies,   associations,   charities,   other  organisations Mea  culpa 48% No  mea  culpa 52% AMONG  THE  ORGANIZATIONS   WHICH   PUBLISH  A  STATEMENT WHEN  HIT  BY  A  BAD  BUZZ,  HOW  DO  ORGANIZATIONS  REACT?

10. REACTIONS  ARE  NOT  ALWAYS  APPROPRIATE… In    50%  of  cases,  the   response  of  the  organization(1)     has  no  positive  impact:  it  does   not  calm  web  users  down (1)    Companies,   associations,   charities,   other  organisations 50%50% IS  THE  REACTION  EFFECTIVE? Yes No

11. WHAT  ARE  THE  MOST  EFFECTIVE  REACTIONS  ? 1Communication:   a  necessary   condition… 76% 24% REACTIONS  OF  THOSE  WHO   MASTERED  A  BAD  BUZZ They  issued  a  statement They  didn't

12. 1Communication…   not   sufficient! 54%46% IMPACT  OF   COMMUNICATION Bad  buzz  that  is  less  critical No  positive  impact   WHAT  ARE  THE  MOST  EFFECTIVE  REACTIONS?

13. 2 Mea  culpa  is  an  effective  option Bad  buzz  that  is   less  critical 76% No  positive   impact 24% IF  MEA  CULPA WHAT  ARE  THE  MOST  EFFECTIVE  REACTIONS?

14. REACTION  TO  AVOID:  CENSORSHIP Nearly  30%  delete  negative   comments  on  Facebook   Delete  negative   comments 27% Don't 73% CENSORSHIP  ON  FACEBOOK

15. RESEARCH  METHODOLOGY Study  of  the  English  &  French  web  from  January  1st,2015  to   December  31st,2015  to  identify  and  analyze  significant  cases  of  a   bad  buzz  affecting  companies  and  public  organizations  of  all  sizes   and  in  all  sectors. A  significant  bad  buzz  (or  digital  crisis)  is  defined  as  any  controversy   which  happens  to  be  critical  of  a  company  or  an  organization    and   that  takes  place  at  least  in  two  different  locations  on  the  web  (at  a   significant  or  strong  level).  Some  may  be  “covered ”  offline  as  well.     MMC’s  proprietary  methodology*  used  to  evaluate  the  efficiency  of   the  company/organization’s  tactics  when  hit  by  a  bad  buzz hinges   on  the  analysis  of  several  key  factors  such  as  the:   • Tone of  web  users’  comments  following  the  reaction  of  the   company/organization • Evolution  of  the  number  of  “supportive”  and  “understanding”   comments  and  opponents   *  The  MMC  methodology  takes  also  other  factors  and  criteria  into  account  to  further  examine   and  refine  the  evaluation.

16. MMC: the  expert  In  digital  crises 20years  of  experience  in  crisis   communication  management  &  6   years in  digital  crises Empower  &  support  international   brands http://mmc-­‐communication-­‐  

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