Electronics chain Bing Lee slammed for Queensland floods Facebook bungle

The company has continued to defend its actions, despite the consumer backlash, saying that it was using the campaign to simply channel the sentiment of its customers.

Bing Lee was contacted for comment this morning but no spokesperson was available before publication.

Thomas Tudehope, director of strategy and engagement for reputation management firm SR7, says the campaign is an example of what businesses should avoid when creating social media campaigns – especially around devastating incidents.

"The Bing Lee Facebook campaign is yet another example of on organisation applying old world traditional campaigns rule without any sensitivity to social media," he says.

"While social media and in particular Facebook is a great connector, especially in times of need, conventional sensitivities should and need to apply".

Bing Lee made a post saying that, "We are donating $1 for every fan on our Facebook page to the QLD flood appeal".

But the strategy has been attacked on Twitter, with users adopting the hashtag "#charityfail" and slamming the marketing tactic as opportunistic.

But the company has defended its move, posting another update on its Facebook page saying it wanted to "clarify the reasoning behind our decision".

"The $1 donated from Bing Lee is not from us, but from your effort to support the cause... If in the process we have also inspired other people and businesses to take action, which it looks like we have, then this has been a good outcome."

"Bing Lee will donate the full $10,000 no matter how many fans we have. Having said that we do hope that you continue to take action and support the cause regardless."

But Brandology managing director Michel Hogan says Bing Lee would have done much better to have simply donated the money in the first place, and then post about it on the Facebook page, "which would have netted them more Facebook fans anyway".

"This appears manipulative, and customers don't like being manipulated. In the long-term, this probably won't do a lot of damage, but in the short-term, it may cause some customers to think twice about shopping with them."

Hogan also points out that while the company won't necessarily suffer long-term damage, it serves as a lesson to other businesses that using social media to gain members isn't necessarily appropriate in every event.

"If you want to donate money, then donate money. You can even say that on the Facebook page, or you could not do that, because it will just get out anyway... this is a pretty opportunistic move."

Tudehope adds that campaign is in "poor taste" and "will definitely suffer brand damage."

"Social media strategies are at their most effective when in depth consideration is not only given to the target audience but also the broader environment in which the campaign is to be executed".

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written by Angus Russell, January 12, 2011

I wrote a post yesterday about how well the Queensland Police Service Media Unit were using twitter and facebook to disseminate information. At the end I also mentioned Bing Lee's idea and CUE's idea also - which was to donate 10% of Sunday's sales to the appeal, which essentially is the same idea.

The post can be found on the Bluewire Media blog - http://www.bluewiremedia.com.a...nd-floods/

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written by cdale@marketinghq.com.au, January 12, 2011

Thanks for the great article. It's supports a view I posted on my blog earlier today and I'm glad I'm not alone. Poor form Bing Lee. My post is on the MarketingHQ Blog - http://www.marketinghq.com.au/...poor-form/

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written by Shane Tomlinson, January 12, 2011

I'm wondering how different this is to McHappy Day?

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written by fionabosticky, January 12, 2011

This is a grey area. As a Queenslander, this feels a little like a cheap shot to get new fans in a horrific time of destruction and death. But on the other side, it does raise money for those who are suffering. It's a fine line.

McHappy Day is more like a business supporting a charity once a year, and is a strategic move by McDonald's to give back and promote themselves.

But to tie your company to a once in a lifetime natural disaster is something else... not to give, unless customers support you and your business. It just doesn't feel right.

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written by acheeva, January 12, 2011

I feel that we must give Bing Lee the benefit of the doubt here.
Nowhere does it say that they were not helping in some other way.
fionabosticky is correct it is a grey area and if the promotion by Bing Lee action results in increased donations to the disaster relief effort then is that a bad thing.
For mine they have done something and should receive more applaud than condemnation.
Our donation is nominal and I would love to be able to generate more funds than we have available to give, but must leave that to the experts.

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written by esams, January 12, 2011

Seriously. How much did u donate Mr SR7 and Brandology. Get a life. Well done Bing Lee. Well done appliances online. Well done Harvey Norman or was that a stunt to make us forget the GST comments. Nah im not that cynical. Help the cause they all did by donating money and for these so called experts to pass judgement is poor. Take some time and see the comments on facebook. U twits!!!

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written by esams, January 12, 2011

Good question Shane! The difference is you just click like and thats its. No need to spend a cent. Also have the option of clicking unlike. Problem with a cheeseburger is it may repeat on you later. lol

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written by michelhogan, January 12, 2011

Good on Bing Lee for "giving" to the appeal. The mistake was trying to benefit from it. The good will of a straight up donation would have been far better for the brand in the short and long term. A natural disaster is never a marketing opportunity. It is a special circumstance and fundamentally different to ongoing causes who all frequently use a "trade" approach (McHappy, Mount Franklin Pink Water, etc etc) to raising money. But all in all is likely a bit of a tempest in a tea cup, hyped by social media that spawned it and pounced upon by media - I would think (hope) it will be yesterdays news very soon. The disaster unfolding is so much more important to focus on than one ill thought social media campaign.

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written by opinionated, January 13, 2011

This is social media gone mad. All these self righteous social marketing experts are cutting their noses to spite their faces. Now businesses will be constantly second guessing themselves and might just say charity marketing is not worth the effort. Some may still go ahead and donate, but many more won't. Because at the end of the day, they run a business not a charity!

I'm fully with Bing Lee in this case. Not the idiots on Twitter!

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written by bignt, January 15, 2011

What a load of diatribe! Some of these social media 'experts' are hippocrits! What do you think your'e blogging about Bing Lee is? Yes it's you attracting people to your blogs/website for possible increased readership et/al ! That's Marketing!

After making my own personal donation, I 'Liked' several sites like Bing Lee's to effectively increase my contribution to raising funds. I live in the NT so there is no chance of buying anything from most of these businesses and have not been conned into having to buy something first.

Naive to think any business's in any form that is donating large sums are not just doing it out of the goodness of their heart!