Thursday, April 16, 2009

THIS is how you respond to a YouTube crisis...

Following the YouTube hoax perpetrated by two Domino's Pizza employees, Domino's USA President Patrick Doyle released this YouTube video response. It was quick, to the point, covered the key messages (what happened, what they're doing for an immediate response, and what they're doing in the longer term), and was sincere. My only minor quibble is that Mr. Doyle did not spend a few extra bucks on a Teleprompter--he was clearly looking at a script adjacent to the camera lens, and it robbed him of eye contact with his customers. Overall, though, well done.


Anonymous Tripp Frohlichstein said...

I agree it was a good response except for eye contact. I disagree that it was quick. It took Domino's way to long to respond. More than 24 hours and a million views later, the video came out. The day before, when the company should have responded, I actually Tweeted asking why they had not. In the web era, response times have been reduced from days or hours to minutes.

9:12 AM  
Blogger Roger said...

Good point, Tripp. I should have properly verified the timeline.

3:14 PM  

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