Thursday, April 16, 2009

When the Extra Cheese Isn't Cheese

By now you've probably heard about those two fun-loving Dominos workers who filmed themselves playfully putting cheese up a nostril or two before adding it to a sandwich, using a dishwashing sponge where the sun don't shine and generally just having a good ol' time with various bodily orifices, fluids and gasses as they prepared one tasty meal after another for their valued customers. Then, as if to bring new meaning to the term "viral video", they brilliantly posted their doings for all to see on YouTube.

Well, it wasn't long before a few viewers contacted Dominos, who quickly responded by firing the workers, pressing charges against them (tampering with food is a felony), and putting out a response video.

And where did Dominos post its video? On YouTube, of course. It put the good news right where the bad news was discovered. Then it quickly got the word out on Twitter, where negative sentiment was spreading like wildfire.

There's a lesson to be learned here and Dominos sets a great example: Companies today need to pay close attention to how they are being portrayed on social media sites. Not only will this help them to respond quickly as Dominos did when their brand is demeaned or maligned, but it'll give them a way to really understand how their consumer base feels about them.

In this case, it was learned that most customers don't want anything extra on their pizza.



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  1. Absolutely! companies who are participating in social marketing have to continuously engage with their customers especially with such bad propagandas.

    Even though the population of consumers who are active in internet for Domino's is small in percentage but with sites like Twitter, FaceBook and YouTube, their reach has become not only wider but also deeper in relationship with news media. A post done by those idiot employees gets into news media faster thus reaching the population that is not actively participating in internet communities.

    Domino's acted and reacted very fast taking full advantage of what social media has to offer.

  2. We live in a time of instantaneous and viral communication. In addition to monitoring the traditional forms of advertising and marketing, companies need a rapid response representative and advocate like EXTROVERTIC protecting its image from the blink of an eye damage a thoughtless or malignant maverick can inflict.

  3. So if something of this nature - whether as a prank or as a genuine mistake from the company - happens in the pharma world, would it not be a much larger disaster for the company??

    When companies are not fully clued in to the method of managing social media, why don't they consider outsourcing it initially? Save them the blushes of not being there at all..??!