social media crisis management

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Post on 11-Aug-2014

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'Keep Calm & Deal With It' outlines We Are Social's 3As approach to preparing for and handling negative issues in social media, from simple complaints through to full-blown social media #fails. Learn how to define your brand's social media policies and procedures, and start putting an action plan together now so that you're best prepared should a crisis ever hit.

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  • KEEP CALM AND DEAL WITH IT A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA SIMON KEMP WE ARE SOCIAL SES SINGAPORE DECEMBER 2013 We Are Social @eskimon 1
  • SIMON KEMP @eskimon We Are Social @eskimon 2
  • We Are Social @eskimon 3
  • LONDON NEW YORK PARIS MUNICH MILAN SINGAPORE SO PAULO We Are Social SYDNEY @eskimon 4
  • We Are Social @eskimon 5
  • PITCH> We Are Social @eskimon 6
  • @$#&! A COMPREHENSIVE GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA We Are Social @eskimon 7
  • CELEBRATING POSITIVE MENTIONS IS ALSO IMPORTANT, BUT THATS ANOTHER TOPIC We Are Social @eskimon 8
  • RULE #1: IF YOURE GOING TO BE ON SOCIAL, YOU NEED TO BE SOCIAL We Are Social @eskimon 9
  • THAT MEANS YOURE GOING TO NEED TO INTERACT WITH YOUR AUDIENCES We Are Social @eskimon 10
  • HOWEVER, YOU CANNOT PLEASE ALL OF THE PEOPLE ALL OF THE TIME We Are Social @eskimon 11
  • AND IF IT CAN GO WRONG, IT PROBABLY WILL GO WRONG We Are Social @eskimon 12
  • AVOIDING SOCIAL MEDIA DOES NOT MEAN YOU AVOID NEGATIVE COMMENTS, THOUGH We Are Social @eskimon 13
  • AND IGNORING NEGATIVE COMMENTS CAN HAVE A NEGATIVE BUSINESS IMPACT We Are Social @eskimon 14
  • 89% OF US HAVE STOPPED DOING BUSINESS WITH A BRAND DUE TO POOR SERVICE We Are Social Source: Oracle @eskimon 15
  • 50% OF CONSUMERS EXPECT A RESPONSE TO A QUESTION WITHIN ONE WEEK, OR THEY STOP DOING BUSINESS WITH THEM ALTOGETHER. We Are Social Source: Kiss Metrics @eskimon 16
  • THIS YEAR, QUESTIONS ASKED ON BRAND PAGES HAVE INCREASED BY 85% We Are Social Source: SocialBakers @eskimon 17
  • BUT CAREFUL MANAGEMENT OF NEGATIVE COMMENTS CAN ACTUALLY ADD VALUE We Are Social @eskimon 18
  • ITS 7 TIMES CHEAPER TO KEEP AN EXISTING CUSTOMER THAN IT IS TO WIN A NEW ONE We Are Social Source: Bain & Company @eskimon 19
  • RESPONDING PAYS DIVIDENDS 71% OF CONSUMERS WHO DO RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND We Are Social Source: NM Incite VS 19% OF CONSUMERS WHO DO NOT RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND @eskimon 20
  • WHEN COMPANIES RESPOND TO CUSTOMER SERVICE REQUESTS IN SOCIAL MEDIA, THOSE CUSTOMERS SPEND 20% - 40% MORE WITH THE COMPANY. We Are Social Source: Bain & Company @eskimon 21
  • 40% OF UNRESOLVED SOCIAL COMPLAINTS RESULT IN COSTLY CALL CENTRE CALLS We Are Social Source: ClickFox @eskimon 22
  • BEST BUYS TWELPFORCE BENEFITS 20% $5M DROP IN COMPLAINTS THROUGH BETTER AND FASTER SERVICE IN ADDED VALUE THROUGH IMPROVED BRAND INFLUENCE AND COST SAVINGS We Are Social Source: Best Buy / Lithium @eskimon 23
  • SO HOW CAN YOU MANAGE NEGATIVE COMMENTS IN SOCIAL MEDIA? We Are Social @eskimon 24
  • ONE RULE TO RULE THEM ALL We Are Social @eskimon 25
  • FAILING TO PREPARE IS PREPARING TO #FAIL We Are Social @eskimon 26
  • PLAN AHEAD DONT WAIT UNTIL SOMETHING GOES WRONG We Are Social Binoculars icon: The World We Live In, from The Noun Project @eskimon 27
  • START TODAY BY DEFINING YOUR POLICIES AND PROCEDURES (P&P) We Are Social @eskimon 28
  • IDENTIFY WHO WILL BE RESPONSIBLE FOR DEALING WITH ISSUES IN ADVANCE We Are Social Community icon: The Noun Project @eskimon 29
  • CREATE A LIST OF EMERGENCY CONTACTS IN LEGAL, PR AND CORP COMMS TEAMS We Are Social Community icon: The Noun Project @eskimon 30
  • EDUCATE ALL RELEVANT PEOPLE ON YOUR P&P, AND REHEARSE A FEW SCENARIOS We Are Social Training icon: The Noun Project @eskimon 31
  • MAKE SURE EVERYONE CAN FIND THE P&P EASILY IN THE EVENT OF A CRISIS We Are Social @eskimon 32
  • ? BUT WHAT SHOULD YOUR P&P DEFINE? We Are Social @eskimon 33
  • FIRSTLY, IT SHOULD SET THE HOUSE RULES FOR YOUR SOCIAL MEDIA COMMUNITIES We Are Social @eskimon 34
  • THINGS TO INCLUDE IN COMMUNITY RULES 1 2 DEFINITION OF TROLL ACTIVITY AND HOW YOULL MANAGE IT 3 HANDLING PROMOTION OF COMPETITORS OR SOLICITATION 4 USE OF PROFANITY OR HATE LANGUAGE (SEXISM, RACISM, ETC.) 5 CRIMINAL ACTIVITY (E.G. FRAUD, LIBEL, HARASSMENT, COPYRIGHT) 6 INAPPROPRIATE CONTENT (E.G. PORNOGRAPHY OR VIOLENCE) 7 SPAM, LINK BAITING, OR PROPAGATION OF VIRUSES OR MALWARE 8 RULES FOR YOUR STAFF, ESPECIALLY AROUND CONFIDENTIALITY 9 MANAGING EXPECTATIONS AROUND RESPONSE TIMES 10 We Are Social LEGAL OR MORAL RESTRICTIONS (E.G. AGE LIMITS) CONTACT DETAILS TO REDIRECT SERIOUS OR PRIVATE ISSUES @eskimon 35
  • SENSE CHECK WHETHER RULES OR THEIR DEFINITION COULD CREATE OTHER ISSUES We Are Social @eskimon 36
  • @$#&! NEXT, DEFINE YOUR APPROACH TO DEALING WITH NEGATIVE INCIDENTS We Are Social @eskimon 37
  • WE ARE SOCIALS 3AS APPROACH ALERT ASSESS ACT IDENTIFY ISSUES AS EARLY AS POSSIBLE, IDEALLY BEFORE THEY ESCALATE DETERMINE THE SEVERITY OF EACH ISSUE, AND INVOLVE RELEVANT STAKEHOLDERS MANAGE EACH ISSUE AS EFFICIENTLY AND EFFECTIVELY AS POSSIBLE We Are Social Radar icon: The Noun Project @eskimon 38
  • ALERT We Are Social @eskimon 39
  • FIRST, DECIDE HOW YOULL MONITOR SOCIAL MEDIA FOR RELEVANT MENTIONS We Are Social @eskimon 40
  • SELECT THE RIGHT SOCIAL MEDIA LISTENING TOOL FOR YOUR NEEDS We Are Social Radar icon: The Noun Project @eskimon 41
  • TOOLS FOR EVERY BUDGET ENTRY LEVEL INTERMEDIATE ADVANCED READING THROUGH POSTS ON SOCIAL MEDIA SITES AND SETTING UP GOOGLE ALERTS USING FREE OR LOW-COST TOOLS TO AUTO-IDENTIFY SPECIFIC BRAND MENTIONS INVESTING IN PROFESSIONAL TOOLS TO AUTO-IDENTIFY AND TRACK MENTIONS We Are Social @eskimon 42
  • WHAT SHOULD YOU LISTEN FOR? DIRECT RELATED SPECIFIC BRAND OR PRODUCT NAME MENTIONS We Are Social SECONDARY OTHER BRANDRELEVANT MENTIONS (E.G. CEOS NAME) MENTIONS OF OTHER IMPORTANT ELEMENTS (E.G. COMPETITORS) @eskimon 43
  • IDENTIFY WHO WILL BE RESPONSIBLE FOR LISTENING AND MONITORING ACTIVITIES We Are Social Community icon: The Noun Project @eskimon 44
  • WHERE SHOULD YOU LISTEN? OWNED CONVERSATIONS PEOPLE HAVE WITH YOU IN CHANNELS YOU OWN OR CONTROL We Are Social Head icon: The Noun Project & ORGANIC CONVERSATIONS PEOPLE HAVE ABOUT YOU IN CHANNELS YOU DO NOT OWN OR CONTROL @eskimon 45
  • WHEN SHOULD YOU LISTEN? AUTOMATED AT INTERVALS SET UP AUTO-ALERTS THAT TRIGGER AN ACTION WHEN SOMETHING IMPORTANT HAPPENS TASK A PERSON TO CHECK MENTIONS AT REGULAR INTERVALS TO IDENTIFY THE NEED FOR ACTION We Are Social Radar icon: The Noun Project @eskimon 46
  • ASSESS We Are Social @eskimon 47
  • CAPTURE RELEVANT ACTIVITY AS SOON AS YOU SEE IT IN CASE SOMETHING CHANGES We Are Social @eskimon 48
  • ! DETERMINE THE SEVERITY OF THE INCIDENT We Are Social @eskimon 49
  • A SIMPLE ASSESSMENT FRAMEWORK NO INCIDENT (HANDLE AS NORMAL COMMUNITY ACTIVITY) IGNORE (TROLL ACTIVITY DOES NOT MERIT A RESPONSE) DELETE (ACTIVITY THAT CONTRAVENES GROUND RULES ONLY) ACKNOWLEDGE (RESOLUTION NOT REQUIRED OR NOT POSSIBLE) RESOLVE DIRECTLY ESCALATION REQUIRED EMERGENCY (CALL THE CEO) We Are Social @eskimon 50
  • DOES THE ISSUE NEED A RESOLUTION, OR JUST AN EMPATHETIC RESPONSE? We Are Social @eskimon 51
  • WATCH OUT FOR WILDFIRES ISSUES THAT OTHER PEOPLE FUEL AND SHARE We Are Social @eskimon 52
  • NEVER FEED THE TROLLS We Are Social @eskimon 53
  • BEWARE OF LEGAL AND REGULATORY REQUIREMENTS AND RESTRICTIONS We Are Social Legal icon: The Noun Project @eskimon 54
  • ASSIGN OR ESCALATE ANY ISSUES WHERE NECESSARY (AS PER YOUR P&P) We Are Social @eskimon 55
  • CONSIDER ETHICAL ISSUES (E.G. SHOULD AN ALCOHOL BRAND REPLY TO MINORS?) We Are Social @eskimon 56
  • LOG INCIDENTS FOR LATER REFERENCE, AND TO IDENTIFY TRAINING OPPORTUNITIES We Are Social @eskimon 57
  • ACT We Are Social @eskimon 58
  • BEFORE YOU DO ANYTHING, TAKE A DEEP BREATH AND COUNT TO TEN We Are Social @eskimon 59
  • HOW YOU HANDLE THE ISSUE IS OFTEN MORE IMPORTANT THAN THE ISSUE ITSELF We Are Social @eskimon 60
  • GREAT RESPONSE GUIDELINES BE TIMELY: RESPOND QUICKLY BUT CAREFULLY BE ATTENTIVE: THINK AND ACT LIKE A 5-STAR CONCIERGE BE EMPATHETIC: SHOW PEOPLE YOU CARE ABOUT HELPING BE INSIGHTFUL: IDENTIFY THE REAL ISSUE CAUSE vs. SYMPTOMS MANAGE EXPECTATIONS: ON TIMING AND POTENTIAL OUTCOMES WORK WITH DIFFERENT TEAMS TO DELIVER A RESOLUTION COMMUNICATE IN WAYS THAT HELP OTHER PEOPLE TOO BE AUTHENTIC: REINFORCE THE BRAND, BUT ACT LIKE A HUMAN We Are Social @eskimon 61
  • DONT OVERREACT, AND NEVER LOSE YOUR TEMPER We Are Social @eskimon 62
  • USE PERSONALITY AND HUMOUR WHERE POSSIBLE, BUT BE CAREFUL AND SENSITIVE We Are Social @eskimon 63
  • 89% OF CUSTOMERS ARE MORE SATISFIED WHEN THEY GET A QUICK RESPONSE We Are Social Source: Synthetix @eskimon 64
  • QUICK? We Are Social @eskimon 65
  • DONT DELAY YOUR INITIAL RESPONSE 32% 42% OF CONSUMERS EXPECT A RESPONSE WITHIN 30 MINUTES OF CONSUMERS EXPECT A RESPONSE WITHIN ONE HOUR We Are Social Source: Social Habit @eskimon 66
  • BUT THERES A SUBTLE DISTINCTION RESPONSE LETTING PEOPLE KNOW THAT YOUVE SEEN THEIR POST AND THAT YOURE FOLLOWING UP We Are Social VS RESOLUTION ADDRESSING THE UNDERLYING ISSUES AND DELIVERING SOME FORM OF ACTUAL RESOLUTION @eskimon 67
  • START WITH A SIMPLE ACKNOWLEDGEMENT TO SHOW PEOPLE YOURE WORKING ON IT We Are Social @eskimon 68
  • LET PEOPLE KNOW THAT THEIR FEEDBACK IS GENUINELY IMPORTANT TO THE BRAND We Are Social @eskimon 69
  • PEOPLE WHO TAKE THE TIME TO COMPLAIN LIKELY CARE ABOUT MAKING A DIFFERENCE We Are Social @eskimon 70
  • IDENTIFY HOW LONG A RESOLUTION WILL TAKE, AND SET PEOPLES EXPECTATIONS We Are Social @eskim