Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
The Domino's Effect by Brian Solis

The Domino's Effect by Brian Solis

Ratings: (0)|Views: 85|Likes:
Published by Brian Solis
The latest viral video on the Web today isn't related to an upcoming summer blockbuster, nor the next Chocolate Rain sensation or even the next Obama Girl. Today's social video frenzy is a real time case study of what happens when the employees of a franchise use online video to inadvertently cause a global domino effect that financially and emotionally impacts other franchises, employees, customers as well as bruising the corporate brand overall.
The latest viral video on the Web today isn't related to an upcoming summer blockbuster, nor the next Chocolate Rain sensation or even the next Obama Girl. Today's social video frenzy is a real time case study of what happens when the employees of a franchise use online video to inadvertently cause a global domino effect that financially and emotionally impacts other franchises, employees, customers as well as bruising the corporate brand overall.

More info:

Published by: Brian Solis on May 14, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

05/11/2014

pdf

text

original

 
The Domino's Effect
By Brian Solis, blogger at  PR 2.0  and principal of FutureWorksPR, Co- Author Putting the Public Back in Public Relationsand Now Is Gone Domino's brand cultivated over 49 years...damaged in 30 minutes or less.
The latestviral videoon the Web today isn't related to an upcoming summer blockbuster, nor the next Chocolate Rain sensation or even the next Obama Girl. Today's social video frenzy is areal time case study of what happens when the employees of a franchise use online video toinadvertently cause a global domino effect that financially and emotionally impacts other franchises, employees, customers as well as bruising the corporate brand overall.Two employees from an individually owned Domino's store shot and shared a few devastatingvideos that will appall anyone and everyone who can actually stomach them. Warning: If youlike fast food or every question what happens behind the scenes, don't watch these videos.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
While those individuals claim that the antics were intended to bea prankand that no food wasever sent to customers, the mere prospect of something like this being potentially plausible wasenough to inject doubt into the minds of paying consumers. The content was removed byYouTube, but spending a few minutes on Google or Yahoo Search will unearth a bevy of remixes and collages.GoodAsYou ran the original videos and in turn, also corresponded with Domino's corporateoffices.Tim McIntyre, Vice President, Communications led the effort to kill the videos wherever possiblewhile investigating the clues that would identify the local store and the offending employees
Email 1:
Thank you for bringing these to our attention. I don’t have the words to say how repulsed I amby this – other than to say that these two individuals do not represent that 125,000 people in 60countries who work hard every day to make good food and provide great customer service. I’veturned this over to our security department. We will find them. There are far too many clues thatwill allow us to determine their location quite easily.Regards,Tim McIntyreVice President, CommunicationsDomino's Pizza, LLC
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Email 2:
We just got off the phone with the franchise owner, who was absolutely dumbfounded by this.He has told us that he will be terminating their employment effective immediately. We suggestedthat he call them and get a written statement from them, asking them to “explain” (to the extentanyone can, really) their actions. We are also seeking legal counsel to see what kind of actionwe can take against them for damage to the brand.You are welcome to use anything I’ve sent to you in the past 24 hours. I do want to thank youfor bringing this to our attention…I just wish it hadn’t been posted so prominently on your website…while it was certainly fair game, it does hurt the company and the thousands of people weemploy in this country whether it’s intended or not.Regards,TimTim McIntyreVice President, CommunicationsDomino's Pizza, LLCDomino's will surely suffer significant financial losses as a result of these "fake" videos and thetidal wave of public disgust that will surely crash over social networks. Sales will thin similar tothe cascading effect that we witnessed during the unfortunate Wendy's chili fiasco.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->