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新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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BP:企业品牌危机的进化  

2010-06-15 02:16:10|  分类: 默认分类 |  标签: |举报 |字号 订阅

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英国石油公司(BP)在墨西哥湾的“深水地平线”钻井平台4月20日发生爆炸,至今尚未完全控制漏油,水下油井以每天5000桶的速度在持续漏油。

BP在事件中损失惨重。自意外发生以来,BP的股价大跌,市值损失了580多亿美元。未来还将面临巨额索赔要求。但是BP损失的不仅仅是股价市值,在新媒体战场上,BP也正在经历一场关系品牌生死的决战。

在危机发生后的10天以内,BP虽然监测了Facebook, Twitter 的博客上的言论以及反对BP的声音。但是保守的BP最终采取了保守的方式,静待危机和反对的声音随着时间的推移而消退。

但是在平静了10天之后,新媒体上的反BP组织,环保主义者和消费者开始向BP宣战。这场声势浩大的战争让BP措手不及。

虽然BP的顾问们建议BP买下了GOOGLE和 BING 有关BP墨西哥湾原油泄漏的关键词,希望传播相关的正面信息,消减否面新闻和言论。但是,这一策略非但没有为BP带来预期的危机控制,反而让BP无谓地消耗掉了宝贵的时间。

April 20 - The Deepwater Horizon gas rig
explodes in the Gulf of Mexico and the first
gush of oil rushes out from below the sea floor.
Within a few days the first disparate, individual
tweets, blog posts and Facebook updates,
mainly from the more eco-minded members of
the public appear, imploring the rest of us to
penalize BP for the environmental catastrophe
that is unfolding and stop giving them our
business.


May 1- 5 - The initial response is tepid. A few
re-Tweets and blog posts continue daily
through the first week of early May. Meanwhile,
membership on the various BP boycott groups
on Facebook steadily climbs, adding, at first, a
few hundred recruits each day, then more, and
more. To a crisis PR expert though the online
activity of the pressure groups is still
considered fringe. In any case, the agitators
are ignored as it is believed their online
campaign remain too small to pose a threat.

 

May 21 - The first reports of oil washing ashore
on barrier islands in the Gulf are reported and
the overall chatter about the spill hits overdrive
on Twitter, Facebook and the blogs. The
clamour on blogs doubles almost overnight).


May 26, CNN reports the existence of the
primary "Boycott BP Facebook" group. Blog
chatter climbs four-fold, tipping off still more
bloggers and more news outlets who write
about the phenomenon. CNN tells us there are
118,000 members at the time it files its story.
May 28 - the number of members swells to
172,000. The movement has gone mainstream.
May 31 - Still more bad news is to befall BP. Its
big hope, the "Top Kill" capping effort, fails over
Memorial Day weekend. The "Boycott BP"
blogstorm rebounds yet again, as the chart
above indicates.


June 2 - a full week after the CNN report,
membership of the Boycott BP Facebook group
has more than doubled to 277,461.

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