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C
ORPORATE
C
RISIS
M
ANAGEMENT
OF
U
SER
G
ENERATED
C
ONTENT
MKTG 913-81 J
UNE
5, 2008N
IR
A
YALON
C
HRISTOPHER
B
ISHOP
B
RIAN
B
OROFF
A
NDREW
C
HEN
M
EGAN
S
ULLIVAN
Corporate Crisis Management of UGCPage | i
T
ABLE
OF
C
ONTENTS
Table of Contents.............................................................................................................iExecutive Summary........................................................................................................1Introduction....................................................................................................................3Defining User Generated Content...................................................................................3Effect of UGC............................................................................................................5Managing the Effect of UGC............................................................................................6Monitor...........................................................................................................................7Introduction.................................................................................................................7UGC Site Contexts.......................................................................................................7Firm Sponsored.........................................................................................................8Independent Specialized Sites..................................................................................9Independent Non-Specialized Sites........................................................................10Monitoring Resources................................................................................................10Assess...........................................................................................................................11Introduction...............................................................................................................11Characteristics...........................................................................................................12Platform Viral Potential...........................................................................................12Entertainment Value...............................................................................................12Shared Experience.................................................................................................12Brand Importance...................................................................................................12Respond........................................................................................................................12Introduction...............................................................................................................12Characteristics...........................................................................................................13Response Speed.....................................................................................................13Media channel........................................................................................................13 Tone........................................................................................................................13
Page | iiCorporate Crisis Management of UGC
Authority................................................................................................................14Impact-Response Tool...................................................................................................14Case studies.................................................................................................................15Introduction...............................................................................................................15Cases.........................................................................................................................15Comcast.................................................................................................................15Kryptonite...............................................................................................................18Dell: “Dell Hell”......................................................................................................19Chevy Tahoe...........................................................................................................20 Trans Fats...............................................................................................................21Home Depot...........................................................................................................23Implications...............................................................................................................24Respond quickly.....................................................................................................24Respond in a positive tone.....................................................................................24Understand entertainment value...........................................................................25Higher shared experience yields deeper business problems..................................25Create org structure to support effective UCG responses......................................25Appendix A: Description of Monitoring Tools.................................................................27Google (http://www.google.com/)...........................................................................27Digg (http://digg.com/)...........................................................................................27del.icio.us (http://del.icio.us/).................................................................................27 Technorati (http://technorati.com/).........................................................................27BoardTracker (http://www.boardtracker.com/)........................................................27Wiki.com (http://www.wiki.com/)............................................................................27Facebook Lexicon (http://www.facebook.com/lexicon/)..........................................27Summize (http://summize.com/)............................................................................28 Tweet Scan (http://www.tweetscan.com/)...............................................................28
Corporate Crisis Management of UGCPage | iii
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