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Friday Session #59: The Freaky Friday of a Community Manager
 

Friday Session #59: The Freaky Friday of a Community Manager

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Our consultants Kim Recour and Christelle Deliens prepared some unlucky cases where Community Managers faced unforeseen developments, avoidable mistakes and unfavorable coincidences.

Our consultants Kim Recour and Christelle Deliens prepared some unlucky cases where Community Managers faced unforeseen developments, avoidable mistakes and unfavorable coincidences.

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    Friday Session #59: The Freaky Friday of a Community Manager Friday Session #59: The Freaky Friday of a Community Manager Presentation Transcript

    • The  Freaky  Friday  of  a   community  manager     18/09/13   Christelle  Deliens  &   Kim  Recour     Friday  Session  #59   Follow  @Cleverwood   Use  #FridaySession  
    • IntroducBon     Friday  13th:  worst  case  scenario  for  a  community  manager?       4  cases:       -­‐  Carrefour   -­‐  Ter  Zake   -­‐  Monoprix   -­‐  Avans  Hogeschool     And  we’ll  close  the  day  with  some  #fails  and  #fun    
    • Case  1:  Carrefour     Here’s  what  happened:  Someone  posted  on  the  Carrefour’s  Facebook  wall  a  picture  showing   an  employee  posing  with  fish  that  were  in  the  fish  department.  This  person  was  shocked  and   expressed,  in  capital  leVers,  her  displeasure!            
    • Case  1:  Carrefour     The  challenge  for  this  kind  of  situaBon  is  to  answer  correctly  and  rapidly  to  avoid  a  chain  reacBon   and  create  a  “bad  buzz”.  What  Carrefour  answered  was  really  informal  and  evasive  but  surprisingly   nobody  noBced  that,  and  the  conversaBon  between  the  pro  and  the  anB  employee  goes  on!                             So,  what  would  you  have  done?     Conclusion:  We  can’t  stress  enough  that  you  need  to  be  prepared  to  face  this  kind  of  situaBon!  This  Bme   it  didn’t  go  viral  and  didn’t  affect  the  reputaBon  of  Carrefour  but  if  there  is  a  next  Bme,  I  would   recommend  Carrefour  to  take  the  Bme  to  answer  more  completely  to  reassure  the  community.      
    • Case  2:  Ter  Zake     Here’s  what  happened:  On  a  quiet  Monday  evening  TwiVer  exploded  due  to  a  very  dry  and   arrogant  answer  from  Ter  Zake  to  one  of  their  followers,  and  instead  of  apologizing  they  just   kept  going  on.  Before  they  knew  every  newspaper  and  website  picked  up  the  story.  This  must   have  been  a  Friday  13th  for  the  boss  of  that  community  manager  …     It  started  of  with  this        
    • Case  2:  Ter  Zake     A  couple  of  hours  later,  finally,  Ter  Zake  apologised  with  this  Tweet             So  what  started  of  as  a  criBcal  remark,  not  really  potenBal  for  a  crisis,  became  a  trending  topic   on  TwiVer  in  no  Bme     So,  what  would  you  have  done?           Conclusion:  It’s  dangerous  to  react  to  criBcal  remarks  in  a  personal  way,  someBmes  you  have   to  give  your  personal  touch  as  a  community  manager  but  here  a  construcBve  conversaBon   with  the  follower  could  have  avoided  lots  of  damage      
    • Case  3:  Monoprix   Here’s   what   happened:   The   Community   Manager   of   Monoprix   was   not   as   lucky   as   the   one   of   Carrefour!  He  really  got  his  Friday  13th!  A  Facebook  user  posted  a  rude  message  on  the  Monoprix   page  complaing  about  the  infamous  taste  of  the  Ham  Emmental  pavement  bread  he  ate.  Then,  the   discussion  started  with  plenty  of  other  people  complaining  too  and  who  aVacked  the  brand  it-­‐self   with  more  that  890  comments  and  17.000  likes!              
    • Case  3:  Monoprix               The  quesBon  was  how  to  react  when  you  are  faced  to  that  kind  of  situaBon?  What  to  answer  without   having  a  backfire?     The  Community  Manager  took  his  Bme  to  answer  briefly  and  in  the  best  way  I  think  by  explaining  that  he   can  understand  that  not  everyone  loves  the  sandwich  they  buy  and  proposed  to  this  guy  to  come  and  see   how  they  prepare  the  food.   In  a  second  message  he  reminded  the  community  that  he  has  no  problem  that  the  conversaBon  conBnue   but  it  has  to  be  done  in  a  kindly  way  so  the  CM  doesn’t  have  to  intervene.  
    • Case  3:  Monoprix                       So…  what  would  you  have  done?       Conclusion:  A  lot  of  comments  and  buzz  generated  around  this  message  but  at  least  it  doens’t   impact  the  brand  since  the  reacBon  of  the  brand  was  perfect.  Monoprix  has  nothing  to  blame,   the  job  was  done  and  in  a  nice  way!  
    • Case  4:  Avans  Hogeschool   Here’s  what  happened:  Avans  Hogeschool  in  Holland  worked  out  social  media  guidelines  for   their  students  saying  students  of  the  school  are  considered  ambassadors  and  can  not  speak   bad  about  their  school  on  social  media.  A  one  line  that  had  been  added  to  the  general  school   rules.  NaBonal  press  picked  it  up  with  the  sensaBonal  "School  prohibits  students  to  talk  bad   on  social  media"  and  got  reinforced  very  fast  by  other  big  media  publishers.  It  caused  a  storm   of  negaBve  comments  on  Facebook  &  TwiVer.  Avans  posted  a  reacBon  but  “forgot”  the  most   important  thing  here…  answering  their  followers!            
    • Case  4:  Avans  Hogeschool   Later  on  TwiVer  &  Facebook,  but  no  reacBon  on  the  comments  on  Avans  side                   So…  what  would  you  have  done?       Conclusion:  No  maVer  how  hard  or  tricky  the  quesBon  is  you  have  to  answer  your  fans  or   followers,  the  longer  you  wait,  the  nasBer  it  will  get.      
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • Best  (or  worst)  Community  Manager  answers!  
    • See  you  next  Friday  Session!   §  Do  you  want  to  be  the  next  speaker  for  a  FAS?  Tell  us   @cleverwood  or  at  info@cleverwood.be     §  Did  you  enjoy  it?  Come  for  next  FAS!   •  FAS  #60:  Mindmapping  18/10     §  Do  you  want  to  know  more?  Visit  www.cleverwood.be