账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

昨天,支付宝账单又一次刷屏了。先生也兴致冲冲的跑去测试了一下,然后就这样了。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

但是随之而来的,不是媒体对支付宝营销方式的盛赞,而是对支付宝账单背后的隐藏条款一事的质疑和声讨。事情的起因,在于有律师发现,支付宝年度账单前,首页有一行特别小的字:“我同意《芝麻服务协议》”,不但字特别小,而且已经帮用户选择好“同意”了。而账单的查看和《芝麻服务协议》没有关联性,所以用户选择取消同意,依然能够看到年度账单。但如用户你没注意到,就会直接同意这个协议,允许支付宝收集用户的信息包括在第三方保存的信息。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

针对这个事件,支付宝在昨天半夜发表了声明,其中不乏“傻逼”“愚蠢至极”这样的言辞。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

先生先跟大家拆解一下这套公关文的逻辑:

第一步,认错。彻彻底底、不掩饰、不隐瞒、不推卸责任、不冷冰冰地认错,“这件事肯定是错了”,支付宝的这个公关声明里交代完出现这种错误的原因之后,甚至用到了“愚蠢至极”、“傻逼”等字眼,让用户能看出支付宝诚恳认错的情绪,

第二步,补救。所有大家诟病的问题全部无条件改正,大家说默认勾选同意协议太流氓,那就默认不同意;大家说我已经默认勾选了咋办,一刀切,这次活动所有之前默认勾选的都不算数,之前不是芝麻信用的用户,参与此次活动都不会被成为芝麻信用的用户。这样的补救措施无论是此次活动的受害者还是围观观众,都没有可以嚼口舌的地方,大家的诉求不是被勉强满足,而是完全满足了。

第三步,输出价值观。芝麻信用、支付宝都用大力维护用户的个人信息和隐私,这是企业的生命线。相信用户看到这里,之前的怒气也都一消而散了,无论是理智上还是情绪上,都让用户对此次释怀了。

总的来说,这套公关文基本上走的就是支付宝危机公关的金牌套路:诚恳到极致的认错态度+雷厉风行的补救措施+马云牌鸡汤式企业价值观输出。危机公关的本质,是公众情绪的管理。企业危机公关的过程,就是将公众的情绪从怒气冲冲向理解和原谅转变的过程,支付宝这个公关套路,完美解决了这个问题。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

接下来先生给大家整理一下近年来支付宝危机公关的文案,大家参考一下。

1.上线“圈子”涉嫌色情营销

2016年11月24日,支付宝新版本中上线了“圈子”功能,其中“白领日记”、“校园日记”等出现了大量年轻女孩的照片,尺度之大令人咂舌,规则相当奇葩——年轻女孩可以人自由发布照片,求评论、打赏等,但是男性用户只能观看和打赏,且必须支付宝信用分高达750分以上才有资格。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

这一事件引发公众和媒体的热议,网友骂声一片,王思聪更是调侃“支付鸨”,甚至惊动了央视,央视评论认为支付宝“圈子”用火辣辣的照片为诱饵,撬动阿里社交生态,同时也进一步激活信贷业务,但是其商业逻辑背后跟着平台伦理。这些产品设计是在围着荷尔蒙打转,有低俗之嫌。

这次事件应该是支付宝至今面对的最大的一次危机,蚂蚁金服的高层显然意识到事件的严重性,董事长彭蕾亲自发布了一份声泪俱下的道歉信,大家可以前后对照一下文案。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

2.前员工出售信息事件

支付宝的前技术员工李某,在2010年分多次在公司后台下载了支付宝用户的资料,资料内容超20G。李某随后伙同两人将用户信息多次出售给电商公司、数据公司,据称3万条可卖500元。该事件在2014年年初经媒体曝光后,引发了公众对支付宝隐私安全的恐慌和焦虑。支付宝给出了官方回应:

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

3.央视评论员炮轰“金融寄生虫”

2014年2月,央视证券资讯频道执行总编辑兼首席新闻评论员钮文新发表博文炮轰支付宝旗下的理财服务余额宝,称其是典型的“金融寄生虫”。支付宝通过官方微博以《记一个难忘的周末》为题做出卖萌式回应。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

4.信息泄露事件

2013年3月27日,支付宝转账信息能够被谷歌抓取的信息被爆出。在谷歌里搜索“site:shenghuo.alipay.com 转账付款”后,确实出现了大量支付宝转账信息。支付宝公关总监陈亮次日在微博上坦诚表示:技不如人做不好被骂那是活该。

我们来看一下官方声明:

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

5.错发奖励信息事件

2012年7月26号,支付宝在给236位用户发中奖短信时,将5元奖励错发成了奖励iPad。原本支付宝打算实施每人赔偿500元的最低损失方案的想法,得到部分用户拒绝之后。支付宝方面毅然决定必须让每一位用户满意,最终耗资70万人民币送出了236个iPad,并发布道歉微博及处理方案。

以下是支付宝的公关道歉信:

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

OK,大致整理了支付宝近年来的经典危机公关稿,希望大家能从支付宝的危机公关案例中总结出支付宝惯用的套路。最后提醒一下大家,支付宝的免押金信用服务别乱用,可能会出事。

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)

账单隐藏条款事件,支付宝公关满分(支付宝历年危机公关盘点)


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