ragon Industries Asia presentation from Auscham Vietnam social media briefing in HCMC on December 11, 2013. Here’s a summary of what the briefing shared… - How to implement strategies to take advantage of social media - The evolving digital and social media landscape across Vietnam - How your brand can use social media more effectively to build your brand with impact™ - How social integrates into your wider marketing strategy and campaigns - Best practice case studies - Social media #fails and how to handle them

1. Be Brand Social: Social Media
#Fails and How to Handle them
Asha Phillips
Director Of Social Media &
Communications
Twitter: @Dragon_Ind_Asia
@ashaphillips

3. Social Media & Brand Reputation
• Brand
reputa+on
on
social
media
is
just
as
-­‐
if
not
more
-­‐
important
than
offline
reputa+on
• Listening
to
what
customers,
compe+tors
and
the
public
say
about
you
is
important
and
you
should
be
monitoring
this
every
day,
week,
month
• Past:
people
wrote
leAers
and
emails
to
the
company
customer
service
departments,
ombudsmen
etc.
to
disclose
dissa+sfac+on
privately
• 2013:
People
go
straight
to
social
media
FIRST
to
vent…
and
that’s
all
easily
accessible
by
the
public.
Not
only
can
they
see
it
but
they
can
like,
share
and
comment
on
it.
• Social
Media
can
be
your
best
friend
and
some+mes
feels
like
its
your
enemy

4. Social Media #Fails
2011 Qantas campaign asked customers:
“What is your dream luxury inflight experience?” using
hashtag #QantasLuxury

5. Qantas
2011

6. Qantas
December
5
2013:

8. Qantas
How did Qantas react?
• During the #Qantasluxury crisis: Qantas Twitter
accounts were mostly silent, but did join in and mock
themselves
• After the crisis: Qantas hired four social media
managers
• Today: Qantas is very active on Twitter and interacts with
hundreds of customers daily

9. Gau Do noodles
hAps://www.youtube.com/watch?v=6V-­‐CIT05Qvo

10. Gau Do noodles

11. Preparing to Launch a Campaign
• Do your research: take the pulse of the community
• Measure your online sentiment: what words, hashtags are
being used about your brand?
e.g 3 days after Qantas grounding, the brand received 37,000
negative social media mentions
• Know your audience: who follows you on Twitter, Facebook
etc.? Are they professionals? What demographic?
Country? Gender?

12. How to deal with a #Fail
The Golden Rules:
•
•
•
•
•
•
•
•
Act immediately
Debunk rumours ASAP
Impossible to over-communicate during crises
Give regular updates on what is happening – every hour
where possible
Reply to customers directly who comment on/message the
company Twitter/Facebook etc. pages, and do so
respectfully by addressing them with their full name
Tweet / share news updates from other branded accounts
e.g @QantasAirways and @QantasCustomerCare
Only use official social media profiles to make comments /
reply to people
Never blame customers… even if they are wrong

13. Preventing a #Fail
Reputation risk management begins before, and not after,
reputation crises... So act now
•
Create a social media policy: this includes rules and
behaviours of staff on social media profiles in general and
how they can/can’t react during crises, how to avoid legal
issues and protect IP and trade secrets, policies around
how to respond to angry customers, etc.
• Train all staff – front and back-of-house staff – on your
social media policy so they understand it and how it
affects them
• Hire a full time social media manager with experience
who can look after all of your profiles

14. Social Media Partners
Partnerships:
• Hire a specialist social media firm to help you write and
implement your social media policies and guidelines
and train staff
• Outsource your social media content management and
branding to a social media company with specialist
knowledge of social media platforms
• Listen: Monitor what people say about your brand by
using a third-party monitoring service

15. Dragon Industries Asia
Our
Social
Media
and
Communica1ons
team
has
more
than
a
decade
of
experience
in
journalism,
PR
and
social
media.
Social
media
has
fast
become
second
nature
to
billions
of
users,
it
is
important
businesses
understand
the
doors
media
pla>orms
allow
you
to
open
and
connect
your
everyday
customers
to
their
projects.
We
can
show
you
how…
For further enquiries please contact;
Managing Director Tim Clements
e: timc@dragonindustriesasia.com
Social Media and Communications Director Asha Phillips
e: ashap@dragonindustriesasia.com
www.dragonindustriesasia.com

16. Thank
you
Follow
us
Twi/er:
@Dragon_Ind_Asia
Facebook/DragonIndustriesAsia
Linkedin.com/company/dragon-­‐industries-­‐asia