westjet - social media customer service & crisis management
TRANSCRIPT
facebook.com/westjet
youtube.com/westjet
@WestJet
Social Media Customer Service & Crisis Management
tMedia.com
@tMediaStrategy
facebook.com/tMediaStrategies
Trevor TurnbullExecutive Consultant
Greg Hounslow Emerging Media Advisor
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
Don’t You WorryI’m Here To Help!
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
@westjet tried calling in to cancel my flight tomm…on hold for 1hr then got disconnected. Cant find an email address on your website
Email us at [email protected] and we’ll see what we can do to help
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
• Trevor Turnbull - 364
• WestJet Email Address - 122
• WestJet Email - 74
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Over 140 keyword variations with the
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My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
My Experience Via
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
Social Influence
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
Listen
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
Listen
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
Timely Response
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
Respond with a human voice
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
It’s Never Too Late To Respond
• The Horror Of The Night
• Do not ever say here!!! The staff are thieves
• Dirty Rooms & Double Charged
• DO NOT STAY HERE
• Turn around and run, sleeping in a roadside ditch is better
The Art of Corporate Storytelling. The Science of Creating Contagious Audience Engagement.
All Hail Czar Greg
Social Media Crisis Communicationsocial media as a crisis communication tool
Trevor Turnbull’s situationfrom the other side
Another example
Another example
Here’s how we do it
1. Always be monitoring2. Don’t be afraid of negative feedback3. Respond immediately4. Address the individual5. Take the conversation offline (email, phone, etc.)6. If a group is involved, show the group you’re on it7. Solve the problem, address the concern8. Identify opportunities for improvement9. Provide internal feedback10. Don’t take comments personally
Complaint or Opportunity?
1. You can’t please everyone 100% of the time2. Social media complaints are inevitable3. A complaint is an opportunity for you to showcase your
communication and problem solving skills 4. The outcome will usually be positive if you put the effort in
“For the most part, all it takes is a touch of humanity to turn a disgruntled customer into an appreciative fan or follower.” - Blogger Dany Levy, during Iceland ash cloud
Grand Riviera Princesshow social media helped us
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
Grand Riviera Princess
1. Social media was an ideal way to communicate2. We were able to post timely updates3. We were able to adjust as feedback came in3. Information was easily shareable4. Total of 12 updates from Sunday to Wednesday5. Reach and engagement: 485,000+ impressions 213 comments 367 likes
Social Media Crisis CommunicationGrand Riviera Princessdo you think it worked?
facebook.com/westjet
youtube.com/westjet
@WestJet
Social Media Customer Service & Crisis Management
tMedia.com
@tMediaStrategy
facebook.com/tMediaStrategies
Trevor TurnbullExecutive Consultant
Greg Hounslow Emerging Media Advisor
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