Social Media
SLU Product Safety
School 2013
Overview
• What is Social Media?
• Monitoring Risk and Consumer Feedback
• Integrating Social Media into a Recall Plan
What is Social Media?
Definition of Social Media
• 66.4% Could Not Define
• Simple Definition
– “The media we use to be social”
• Social
– Insti...
Tools for Connection With Others
Social Media Categories
• Social Networking
• Publish
• Photo Sharing
• Video Sharing
• Microblogging
• Mobile
Social Media Categories
Category Media Description
Social Networking Facebook, MySpace, LinkedIn Connect, Share, Educate i...
Social Media Categories, Cont.
Category Media Description
Virtual Worlds Second Life, SIMS
Gaming WOW, Halo3 Connect, Shar...
Eye Opening Statistics
1.1 Billion
Monthly Users
700 Billion
Minutes/Month
30 Billion
Content Pieces
Shared
45 – 54 ↑ 46%
...
Mobile Statistics
96% Actively
Send Texts
> 84 Billion Text
Messages/Month
1 Trillion Messages
Sent 2009
96% New Phones
We...
So, What’s the Big Deal?
• Happy Customer, Angry Customer
• Enables Two-Way Communication
• Builds Relationships
• Share E...
Monitoring Risk and Feedback
Build a Relationship
• Bank Some Goodwill
• Build Trust
• Engage Customers
• Encourage Feedback
• Continue The Conversation
How to Listen
• Internal and External Channels
• Available Tools
– Free – Google Alerts, Twitter Search, Facebook Search,
...
Platform Website Pros
Meltwater Buzz Meltwater.com Comprehensive tracking and analysis of user-
generated content
Parature...
I’m Listening, Now What?
• Keep an Open Mind
• Fix Problems Quickly
• Incorporate Suggestions
• Promote Popular Features
•...
Responding to Negative Feedback
• Be Ready For It
• Can’t We Just Ignore It or Delete It?
• Respond Quickly and Authentica...
Responding to Positive Feedback
• It’s Powerful
• Thank You!
• Develop a Corporate Social Personality
• On-Going Discussio...
Corporate Social Media Personality
Examples
Personal Social Media
Personalities
Interpreting Collected Data
• Real vs. Background Chatter
• Early Warning System
• Don’t Overreact
• Check The Facts
Integrating Social Media into a
Recall Plan
Five Steps to Integration
• Anticipate Likely Recall Scenarios
• Preempt Consumer Questions
• Control Sources of Consumer ...
Anticipate Likely Scenarios
• Determine Most Likely Recall Scenarios
• Be in the Social Media Spaces Early
• What Keywords...
Preempt Consumer Questions
• Be Proactive In Reaching out to Consumers
• Remember Information is Available 24/7
• Utilize ...
Control Sources of Information
• Communicate Clearly to Consumers
• Responses Consistent Across all Channels
• Utilize Off...
Control Sources of Information
• Communicate Clearly to Consumers
• Responses Consistent Across all Channels
• Utilize Off...
Follow-Up
• Continue to Monitor
• Remain Vigilant!
• Keep Talking
Resources
CPSC Resources
CPSC Social Media
• Twitter
• YouTube
• Blog
• Google+
• SlideShare
Mobile Recall Apps
Recalls.gov - US
Rec...
Social Media Articles
• Tips for Using Social
Media in Product Recall
• How Businesses Can
Survive a Product Recall
Using ...
Books
• Socialized! How the Most Successful Businesses
Harness The Power of Social – Mark Fidelman
• The Social Media Bibl...
Whitepapers
• When Social Media Bites Back – Tamara
Littleton and Kate Hartley (eModeration.com)
• A Guide to Managing and...
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Social media hand out

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  • Social media hand out

    1. 1. Social Media SLU Product Safety School 2013
    2. 2. Overview • What is Social Media? • Monitoring Risk and Consumer Feedback • Integrating Social Media into a Recall Plan
    3. 3. What is Social Media?
    4. 4. Definition of Social Media • 66.4% Could Not Define • Simple Definition – “The media we use to be social” • Social – Instinctual need to connect with others • Media – What we use to make connections • Connect With Others
    5. 5. Tools for Connection With Others
    6. 6. Social Media Categories • Social Networking • Publish • Photo Sharing • Video Sharing • Microblogging • Mobile
    7. 7. Social Media Categories Category Media Description Social Networking Facebook, MySpace, LinkedIn Connect, Share, Educate interact, build trust Publish WordPress, SlideShare Publish and record conversations Photo Sharing Flickr, Instagram, Picasa Share photos instantly with friends and family Audio Easier to digest than text Video YouTube, Preferred medium for relaying information overall Microblogging Twitter, Yammer 140 character messages can be read and comprehended in about 5 seconds Livecasting Broadcasting live video
    8. 8. Social Media Categories, Cont. Category Media Description Virtual Worlds Second Life, SIMS Gaming WOW, Halo3 Connect, Share, Educate interact, build trust Productivity Applications Google Drive Event management, peer to peer downloads, alerts, word processing/spreadsheets in the cloud Aggregators iGoogle Choose the content you want to see, where it comes from. Presents on an organized page automatically RSS Really Simple Syndication. Get automatic notifications from blogs, web pages, etc. when new content is posted Search Google, Yahoo, Bing Integral to finding relevant web pages, with over 1 trillion Google-indexed pages Mobile Cell Phones, Tablets Fastest growing segment, less expensive than laptops, desktops, and broadband. Completely portable. Interpersonal WebEx, GoToMeeting Connect and communicate with customers and prospects via web meetings, free telephone service, voicemail to email
    9. 9. Eye Opening Statistics 1.1 Billion Monthly Users 700 Billion Minutes/Month 30 Billion Content Pieces Shared 45 – 54 ↑ 46% Since 2012 500 Million Registered Accounts 288 Million Monthly Users 190 Million Tweets/ Day (2011) 55 – 64 ↑ 79% Since 2012 1 Billion Monthly Users 2.9 Billion Hours/Month 6 Billion Hours Watched 18 – 34 Engagement > Cable 200 Million Monthly Users Two New Users Join Every Second 10 Million Endorsements Given Daily 55% of Members are Female
    10. 10. Mobile Statistics 96% Actively Send Texts > 84 Billion Text Messages/Month 1 Trillion Messages Sent 2009 96% New Phones Web Enabled
    11. 11. So, What’s the Big Deal? • Happy Customer, Angry Customer • Enables Two-Way Communication • Builds Relationships • Share Experiences • What Are They Saying? • Greater Visibility • Must Be Strategic
    12. 12. Monitoring Risk and Feedback
    13. 13. Build a Relationship • Bank Some Goodwill • Build Trust • Engage Customers • Encourage Feedback • Continue The Conversation
    14. 14. How to Listen • Internal and External Channels • Available Tools – Free – Google Alerts, Twitter Search, Facebook Search, YouTube Search, socialmention.com – Fee – Meltwater buzz, Hoot Suite, Radian6, Bazaar Voice • Search for Keywords – Your brand or company name – Competitors name or brand – Terms and words • YouTube as Resource
    15. 15. Platform Website Pros Meltwater Buzz Meltwater.com Comprehensive tracking and analysis of user- generated content Parature Parature.com Listen to and route customer comments to appropriate departments Radian6 Radian6.com Listen, measure, and engage with your customers across the entire social Web Sysomos Sysomos.com Instant and unlimited access to all social media conversations Vocus Vocus.com On-demand software for public relations management Hoot Suite Hootsuite.com Schedule messages and tweets, track brand mentions, analyze social media traffic Bazaar Voice bazaarvoice.com Real time social data analysis, manage product reviews Major Fee-Based Enterprise Listening Systems
    16. 16. I’m Listening, Now What? • Keep an Open Mind • Fix Problems Quickly • Incorporate Suggestions • Promote Popular Features • Formulate A Response Plan
    17. 17. Responding to Negative Feedback • Be Ready For It • Can’t We Just Ignore It or Delete It? • Respond Quickly and Authentically • Develop a Response Plan – Determine Who Will Respond – Prepare Responses – Ensure Enough Resources
    18. 18. Responding to Positive Feedback • It’s Powerful • Thank You! • Develop a Corporate Social Personality • On-Going Discussion • Don’t Ignore
    19. 19. Corporate Social Media Personality Examples
    20. 20. Personal Social Media Personalities
    21. 21. Interpreting Collected Data • Real vs. Background Chatter • Early Warning System • Don’t Overreact • Check The Facts
    22. 22. Integrating Social Media into a Recall Plan
    23. 23. Five Steps to Integration • Anticipate Likely Recall Scenarios • Preempt Consumer Questions • Control Sources of Consumer Information • Contribute to the Conversation • Follow-Up
    24. 24. Anticipate Likely Scenarios • Determine Most Likely Recall Scenarios • Be in the Social Media Spaces Early • What Keywords and Hashtags Will Be Used • Decide on Social Media Channels for Outreach • Create Content Templates • Determine Guidelines and Approval Processes • Rehearse Scenarios
    25. 25. Preempt Consumer Questions • Be Proactive In Reaching out to Consumers • Remember Information is Available 24/7 • Utilize Company Website and Social Media Channels • Create a Set of FAQs
    26. 26. Control Sources of Information • Communicate Clearly to Consumers • Responses Consistent Across all Channels • Utilize Official Website to Control Message • Monitor Social Media Channels • Involve Employees In Process
    27. 27. Control Sources of Information • Communicate Clearly to Consumers • Responses Consistent Across all Channels • Utilize Official Website to Control Message • Monitor Social Media Channels • Involve Employees In Process
    28. 28. Follow-Up • Continue to Monitor • Remain Vigilant! • Keep Talking
    29. 29. Resources
    30. 30. CPSC Resources CPSC Social Media • Twitter • YouTube • Blog • Google+ • SlideShare Mobile Recall Apps Recalls.gov - US Recalls/Alerts - CN
    31. 31. Social Media Articles • Tips for Using Social Media in Product Recall • How Businesses Can Survive a Product Recall Using Social Media • Social Media Must Move to The Boardroom • Maintaining Brand Reputation in the Event of A Product Recall • How to Use Social Media to Manage Product Recall PR • 21 Awesome Social Media Facts, Figures and Statistics for 2013 • 20 Stunning Social Media Statistics Plus Infographic
    32. 32. Books • Socialized! How the Most Successful Businesses Harness The Power of Social – Mark Fidelman • The Social Media Bible: Tactics, Tools & Strategies For Business Success – Lon Safco • The Facebook Era - Tapping Online Social Networks to Market Sell, and Innovate – Clara Shih • Social Media Analytics Effective Tools for Building, Interpreting, and Using Metrics – Marshall Sponder • Likeable Social Media How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook – Dave Kerpen • Socialnomics How Social Media Transforms The Way We Live and Do Business – Erik Qualman
    33. 33. Whitepapers • When Social Media Bites Back – Tamara Littleton and Kate Hartley (eModeration.com) • A Guide to Managing and Moderating Customer Review Sites – Tamara Littleton eModeration.com)

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