In this opinion piece, NewsMediaWorks MD Charlie Murdoch (pictured below) tackles Optus’ streaming woes and the trust gap between consumers and institutions.
This week’s abject failure by Optus Sport to deliver on a promise to sports fans brings into sharp focus – and not for the first time this year – the trust gap between consumers and institutions.
For fans, this once-every-four-year festival of football is unmissable viewing. Optus Sport holds the exclusive rights for most World Cup matches, so for fans eager to get in on the action, they had to stream online… which they couldn’t.
As they say in the classics, trust takes years to build and seconds to be destroyed.
Now, I’m no I.T aficionado but given this is a pay-per-view product vs free entry at the gate, I don’t think it takes Galileo to forecast the intense demand on Optus’ servers during certain periods across the tournament.
The result was outraged customers and a ‘please explain’ from the Prime Minster.
It would be unfair to heap criticism on the good folk at Optus scrambling to find a solution, but from the bleaches, this appears to be yet another PR crisis that could, and should, have been avoided.
Late on Monday evening, Optus announced that SBS – who initially sold the rights to the telco – would come to their rescue and broadcast the Optus’ licenced games for free.
That decision by Optus, 48 hours into the crisis, finally put the customer first.
Optus now has an unwanted but not unfamiliar challenge on their hands – how to rebuild consumer trust in their network and products.
It’s well-worn tale territory for brands that over-promise and under-deliver, or in some way breach the trust or expectation of their customers.
So far, in 2018 alone, we’ve seen some high profile brands around the globe embark on advertising campaigns to apologise to their customers and their investors.
Three that spring to mind include Facebook following the Cambridge Analytica scandal, KFC in the UK after running out of chicken and most recently NAB in Australia when their business network went down.
All examples where brands failed to meet the expectations of their customers.
It’s no surprise that all three companies turned to full-page newspaper ads to apologise and leverage the inherent trust readers have with their favourite news brand to rebuild trust in their own.
Numerous studies, from Edelman’s Trust Barometer, Reuters Institute Digital News Report 2018 or Galaxy Research’s local ‘The Company You Keep’ studies all show consumers have high trust in newspapers and news website, and low trust in social media.
Optus, your trust is on the line.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]