Social Media

Mark McClure · 07-23-2009, 06:42 PM

Musician Dave Carroll, fed up with the 'customer service' he was getting, decided to use his talents and write a song about it...

YouTube - United Breaks Guitars

3 million hits later on YouTube (in 2 weeks) and the company's stock is down $180M - with 2 more videos to go.

I actually flew internationally with these guys (the airline, that is) recently and they were fine - except for $6 a beer.

Dave's take on the story:

United Breaks Guitars | Dave Carroll Music

Hat tip to:
Long Island Exchange - Dave Carroll Tweaks the Stock Market

Interesting how this one's gone viral - and the corp's response to 'spinning' the story is classic.

LilBlackDress · 07-23-2009, 06:52 PM

Wow! They picked the wrong guitar to break...and as for Dave I bet his career gets a huge boost out of this one. Talk about turning lemons into lemonade. Brilliant!

yourreviewer · 07-23-2009, 06:58 PM

Thanks Mark for sharing this. It was a very interesting read. There was an instance when Comcast received bad PR for a single lousy act by their technician.

YouTube - A Comcast Technician Sleeping on my...

Shana_Adam · 07-23-2009, 07:04 PM

i loved this - great video. Its really funny tooo

sevenish · 07-23-2009, 07:18 PM

Whoa! What a great story. That video is hilarious too.

Ron Killian · 07-23-2009, 08:04 PM

These kinds of stories are great, I love them. Getting big, often faceless corporations attention. Sad it has to go to those lengths.

Sure shows the power of social media!

charlesburke · 07-23-2009, 08:24 PM

I wonder - anybody tracking Taylor Guitar's stock this past 2 weeks?

Cheers, Charles

Ron Killian · 07-23-2009, 08:28 PM

Quote:

Originally Posted by charlesburke

I wonder - anybody tracking Taylor Guitar's stock this past 2 weeks?

Cheers, Charles

Great idea, that could be very interesting!

sevenish · 07-23-2009, 08:44 PM

Quote:

Originally Posted by Ron Killian

Great idea, that could be very interesting!

Only if it's a public company with a liquid security. It's not. Taylor is a privately held company.

That said, I do hope they're enjoying the PR. I really love this story.

Kirahster · 07-23-2009, 10:38 PM

There was also the video that was released with Dominos pizza employees picking their nose with pieces of cheese and then putting it on the pizza.

Vikuna2009+ · 07-23-2009, 11:12 PM

And THIS is just the beginning... lol......

MeCanX · 07-23-2009, 11:58 PM

Just goes to show what happens when you get to big for your own support...Geez...nobody seems to care anymore about customer service.

TheRichLife · 07-24-2009, 12:33 AM

It's a great story, and I'm sure the video going viral will create a nice bump on the singer's career.

However, the stock price drop is completely unrelated to this video. The idea of bringing them down to the tune of $180mil may sound great, but it's lack of passenger seats being full, and fuel prices going higher, that have brought down not just UAL's stock, but the airlines in general.

greenovni · 07-24-2009, 07:55 AM

Good for him! Fight the power with a youtube video... Only in America

stevenbrandon411 · 07-24-2009, 09:55 AM

That is a great story. It really makes you think on how much one person can do.

rlpruitt · 07-24-2009, 10:57 AM

Loved it!

Thanks,

Ralph

Collette · 07-24-2009, 11:24 AM

This is what can happen when you tap into a common emotion in the marketplace.

The day after the video posted on YouTube, Carroll got over 500,000 views. He was also mentioned on CNN and MSNBC.

Second day: over 1.5 mil views. Gazillion comments.

Third day: 3.5 mil views, and rising. On YouTube ALONE.

Plus, at least 30 seconds of primetime coverage on CNN, NBC, Fox, CBS, ABC, and NPR. And those are just the ones I caught.

That's not counting the bloggers, tweeters, email forwards, tv viewers, and straight word-of-mouth.

On Day Four - yes FOUR! - United contacted the guy and offered to pay the $3,700 for his guitar repair bill.

Now, understand, when this all began, Carroll wasn't even asking United to replace the guitar. He asked them to pay for the repair bill. And, as you know, they refused.

So, for a measly $3,700, United bought themselves all the bad publicity they could handle.

To put this in perspective, a half-page ad in any of the major dailys will run you @$15,000 or more for a single day. A 10 - 15 sec tv ad spot will run you $10,000 or more, depending on when and where it runs.

The lesson: Don't f%$^ with viral. The next time someone asks you to honor your guarantee for your $17 (or $97) ebook - just pay 'em and be done with it.

Because fallout's a beyotch.

Rus Sells · 07-24-2009, 11:27 AM

I'd fall asleep on some ones couch if I had to spend an hour on hold with any one! LOL

07-23-2009, 06:52 PM	#2
LilBlackDress Senior Warrior Member War Room Member Join Date: Jan 2009 Posts: 1,469 Thanks: 94 Thanked 264 Times in 181 Posts Social Networking	Re: Social Media - That'll Cost You $180 million Wow! They picked the wrong guitar to break...and as for Dave I bet his career gets a huge boost out of this one. Talk about turning lemons into lemonade. Brilliant!
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07-23-2009, 07:04 PM	#4
Shana_Adam In Search of Eternity War Room Member Join Date: Jul 2009 Location: The Earth is My Home - I love dearly Posts: 325 Thanks: 8 Thanked 58 Times in 39 Posts Social Networking Contact Info	Re: Social Media - That'll Cost You $180 million i loved this - great video. Its really funny tooo
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07-23-2009, 07:18 PM	#5
sevenish Advanced Warrior War Room Member Join Date: Jul 2007 Location: New York, NY Posts: 938 Thanks: 161 Thanked 76 Times in 63 Posts	Re: Social Media - That'll Cost You $180 million Whoa! What a great story. That video is hilarious too.
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07-23-2009, 08:04 PM	#6
Ron Killian Senior Warrior Member War Room Member Join Date: Jun 2007 Location: Arkansas, USA. Posts: 1,518 Blog Entries: 17 Thanks: 86 Thanked 124 Times in 98 Posts Social Networking Contact Info	Re: Social Media - That'll Cost You $180 million These kinds of stories are great, I love them. Getting big, often faceless corporations attention. Sad it has to go to those lengths. Sure shows the power of social media!
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07-23-2009, 08:24 PM	#7
charlesburke HyperActive Warrior War Room Member Join Date: Apr 2008 Location: Chiang Mai, Thailand. Posts: 304 Thanks: 106 Thanked 152 Times in 80 Posts Contact Info	Re: Social Media - That'll Cost You $180 million I wonder - anybody tracking Taylor Guitar's stock this past 2 weeks? Cheers, Charles
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07-23-2009, 10:38 PM	#10
Kirahster needs coffee to function! War Room Member Join Date: May 2009 Location: Boston, MA Posts: 308 Thanks: 107 Thanked 54 Times in 38 Posts Social Networking	Re: Social Media - That'll Cost You $180 million There was also the video that was released with Dominos pizza employees picking their nose with pieces of cheese and then putting it on the pizza.
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07-23-2009, 11:12 PM	#11
Vikuna2009+ Advanced Warrior War Room Member Join Date: Feb 2009 Location: California, an hour north of L.A. Posts: 678 Thanks: 228 Thanked 104 Times in 72 Posts	Re: Social Media - That'll Cost You $180 million And THIS is just the beginning... lol......

07-23-2009, 11:58 PM	#12
MeCanX Internet Marketng Trainer Join Date: May 2009 Posts: 76 Thanks: 1 Thanked 7 Times in 7 Posts Social Networking Contact Info	Re: Social Media - That'll Cost You $180 million Just goes to show what happens when you get to big for your own support...Geez...nobody seems to care anymore about customer service.
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07-24-2009, 12:33 AM	#13
TheRichLife HyperActive Warrior War Room Member Join Date: Mar 2009 Location: Midwest Posts: 180 Thanks: 43 Thanked 38 Times in 28 Posts	Re: Social Media - That'll Cost You $180 million It's a great story, and I'm sure the video going viral will create a nice bump on the singer's career. However, the stock price drop is completely unrelated to this video. The idea of bringing them down to the tune of $180mil may sound great, but it's lack of passenger seats being full, and fuel prices going higher, that have brought down not just UAL's stock, but the airlines in general.
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07-24-2009, 07:55 AM	#14
greenovni Senior Warrior Member Join Date: Nov 2007 Location: Florida Posts: 1,022 Blog Entries: 2 Thanks: 9 Thanked 95 Times in 42 Posts Social Networking	Re: Social Media - That'll Cost You $180 million Good for him! Fight the power with a youtube video... Only in America
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07-24-2009, 09:55 AM	#15
stevenbrandon411 Active Warrior Join Date: Jul 2009 Posts: 34 Thanks: 0 Thanked 3 Times in 3 Posts	Re: Social Media - That'll Cost You $180 million That is a great story. It really makes you think on how much one person can do.
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07-24-2009, 10:57 AM	#16
rlpruitt HyperActive Warrior War Room Member Join Date: Jun 2009 Posts: 264 Thanks: 12 Thanked 59 Times in 42 Posts	Re: Social Media - That'll Cost You $180 million Loved it! Thanks, Ralph

07-24-2009, 11:24 AM	#17
Collette Advanced Warrior War Room Member Join Date: Aug 2008 Location: alicubi super pluvia Posts: 780 Thanks: 236 Thanked 511 Times in 259 Posts	Re: Social Media - That'll Cost You $180 million This is what can happen when you tap into a common emotion in the marketplace. The day after the video posted on YouTube, Carroll got over 500,000 views. He was also mentioned on CNN and MSNBC. Second day: over 1.5 mil views. Gazillion comments. Third day: 3.5 mil views, and rising. On YouTube ALONE. Plus, at least 30 seconds of primetime coverage on CNN, NBC, Fox, CBS, ABC, and NPR. And those are just the ones I caught. That's not counting the bloggers, tweeters, email forwards, tv viewers, and straight word-of-mouth. On Day Four - yes FOUR! - United contacted the guy and offered to pay the $3,700 for his guitar repair bill. Now, understand, when this all began, Carroll wasn't even asking United to replace the guitar. He asked them to pay for the repair bill. And, as you know, they refused. So, for a measly $3,700, United bought themselves all the bad publicity they could handle. To put this in perspective, a half-page ad in any of the major dailys will run you @$15,000 or more for a single day. A 10 - 15 sec tv ad spot will run you $10,000 or more, depending on when and where it runs. The lesson: Don't f%$^ with viral. The next time someone asks you to honor your guarantee for your $17 (or $97) ebook - just pay 'em and be done with it. Because fallout's a beyotch.

07-24-2009, 11:27 AM	#18
Rus Sells CEO War Room Member Join Date: Jan 2009 Location: Atlanta Posts: 2,364 Blog Entries: 3 Thanks: 474 Thanked 690 Times in 450 Posts Contact Info	Re: Social Media - That'll Cost You $180 million I'd fall asleep on some ones couch if I had to spend an hour on hold with any one! LOL
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