How it’s done 1. Admit the fault - dont try and hide it or justify it. 2. Apologize - should come from the top of the organization. 3. Indicate the plan to do better/fix the issue - Includes timeline and milestones. 4. Exceed expectations - take the crisis as an opportunity to not just fix the problem but do much better. 5. Deliver on expectations - Actually DO what you say youll do and OVER communicate through the process.
Who are we looking for? Dissatisfied customers Brand de-vangelists Brand champions & evangelists 22
What could be! Keep a finger on all online chatter about your brand Create positive social media presence Positive testimonials around the web Maintain a watchful eye Managing your brand, is your company logo being misused? 36
Benefits • Increase perception of ‘fair-dealing’ by immediately addressing questions and correcting misinformation in a public forum • Early warning system regarding brand or product issues • Find brand champions and reward to pro- actively influence conversation 37
Where are we going?• More ‘American Style’ review sites ie: www.apartmentratings.com• More chatter across the social web• Mobile & Twitter increasing speed• More power to the people 38