4. What we do…
Where it all began and
how our approach has
evolved…
How we get funny when
the time’s right…
But not too funny…
5. Across all our channels we
probably have on average ten
thousand incoming messages
every week.
All people *seeking solutions
*complaining
6. This is how we do it…
Head of social
Social media marketing
Community management
Customer service through social
Press team
Directors
High level
complaints
Business HR
Marcomms
Online
CSR
9. What happened when our network didn’t work…
200,000 angry people
*seeking solutions
*complaining
**very
A lot of them were
**pretty mean
We didn’t realise it’d
be a social media
opportunity
10. How we turned the tide using humour
Answer like a human being
Judge the situation for what it is.
Respond formally when needed
Don’t come across cocky or arrogant
This was nothing new. It was just
done in a more high profile setting
15. Enter Ashleigh
We aim to be with you
within fifteen minutes
Given the public nature,
these things happen all the
time
Customers can come and
go because of them
18. Knowing when and when not to
Gets away with it
Doesn’t get away with it
Gets away
with it
Doesn’t get
away with it
Low post
sensitivity
High post
sensitivity
Low post
sensitivity
High post
sensitivity
19. At the end of the day. No brand would
want to be seen as the playground bully.
Playful and mischievous, yes. But there’s
no need to be mean.
22. Takeaways
Give your people the creative freedom to interact in
the way they think’s right in the moment
Be funny. But be helpful.
Try to be surprising and do something unexpected.
Don’t pick on people.
26. Brands and banter: The science and art of using humour to engage
and entertain
Why brands need to get more creative to engage audiences
How emotion (humour) kindles the fire
How brands are using humour (emotion) to connect with audiences
36. “I’ve learned that people will forget what you
said, people will forget what you did, but people
will never forget how you made them feel.”
Maya Angelou
50. What are the lessons here?
Understand your audience
Be careful with humour: most things that are funny can offend someone
Quite funny doesn’t cut it – does it pass the ‘banter’ test?
Be joined up across communications
Be authentic
If unsure, chuck it out
Remember entertainment can take many forms