It’s official! Tribal DDB should be sent to Jail, do not pass Go, do no collect $200 and definitely, do not make the same mistakes AGAIN!
Whilst the past few days saw a maelstrom of consumer discontent and artistic flaming, Hasbro (and all brands with an online presence) can take away some invaluable lessons from this online experiment.
So what lessons are on offer?
Consumers = power
Brands/services would give an arm and leg to know what their consumers think. In this instance, there are over 5000 user feedback comments on the Monopoly blog - that’s a goldmine of information and feedback that you could use to gauge the consumer barometer! Instead, you just post random incomprehensible posts that ignore the people’s suggestions! What happens when you disengage with your consumer’s voice? they reciprocate!
Be transparent
If you start a communication channel, carry on with it. MCS’s twitter page had died because of the fans are now angry gamers. Face up to the consequences of your action
That said, start a conversation, not a monologue! If you check out the monopoly blog, there are 25 posts and each fails to address the issues that the gamers brought forward in the posts beforehand. If you’re that keen on talking to a wall, why both entering the social media cityscape?
Own up to your mistakes
Hey, shit happens! but the worst thing you can do when you knee deep in it is to shift the blame on consumers! As a brand, if you make a mistake, own up. Be honest about your mistakes and take proactive steps to fix it! Your consumers might be angry, but at the very least, they understand! In Monopoly’s case, fancy marketing spiel on why the faults lie with the gamers is only going to alientate more people!
It’s all hot air!
Roosevelt once said: Speak softly but carry a big stick! In the case of Hasbro vs Trival DDB vs The People, the developer talk and talk and talk about fixing cheating issues, server issues, bugs, gameplay and a month plus a reset later, the same problems still exist! Gloat when the problem is done, not when your twiddling thumbs for positive PR.
Communicate
Keep people posted with the changes that will affect them! Monopoly changed the rental income rules and 1.7million gamers woke up in shock! An online brand that engages with consumers can not be a 2 year old toddler who does as he pleases, when he pleases. The brand must be responsible and realise their actions have a flow on effect!
You’re an identity, not just a product/service
I can’t stress this enough! When you’re online, you’re primary goal isn’t about selling board games! It’s about creating a relationship with your consumers, and the key to that relationship lies in the appropriateness of your actions and reactions. You can no longer hide behind the brand logo and be taciturn and disengaging, the brand has become humanised, and the value that your consumers perceive in your brand lies in your ability to engage, interact and retain their attention!
What do you think?
