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Managing Crises Online: Consumer & Company Perspectives

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Managing online crises and customer service problems using social media. A presentation by Greg Hounslow (WestJet) and Mark Graham (RIGHTSLEEVE.COM) at the Canadian Institute's Social Media conference …

Managing online crises and customer service problems using social media. A presentation by Greg Hounslow (WestJet) and Mark Graham (RIGHTSLEEVE.COM) at the Canadian Institute's Social Media conference (2010)

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  • 1. Managing Crises Online Consumer & Company Perspectives Mark Graham, RIGHTSLEEVE.COM Greg Hounslow, West Jet
  • 2. #ci4sm @westjet @rightsleeve
  • 3.  
  • 4. Mark chose to communicate via Twitter so we responded to him on Twitter We took conversation to DM to get basic details 140 characters is rarely enough => email provides plenty of room Twitter client (CoTweet) allowed us to keep track of conversation between us We sent updates via Twitter while team looked into a solution Internal process already established
  • 5. Click image to see blog post
  • 6.  
  • 7. Customer Service Click image to see video response
  • 8.  
  • 9. Customer Service
  • 10.  
  • 11. Click image to see video
  • 12. Consumer Advocacy Leveraging your social capital
    • 1. Social media is a great way to get attention
    • 2. Social media vs traditional channels (mail, phone, email)
    • 3. Be constructive vs destructive
    • 4. Gain the support of fellow consumers (see point #3)
    • 5. Close the loop once the issue has been addressed (your followers will want to know the eventual outcome)
  • 13. What to do when consumers lash out
    • Always be monitoring
    • Don’t hide
    • Respond immediately - “we’re listening, we are on it”
    • Constant updates (tweets, video, facebook page, blog)
    • Customer is always right
    • Address individuals vs providing general responses
    • Don’t be cheap (offer compensation)
    • Customer service = marketing opportunity
    • Executive involvement
    • Fabulous market research (opportunity for product improvement)
  • 14. Complaint or opportunity?
    • You can’t please everyone 100% of the time
    • Social media complaints are inevitable
    • A complaint is an opportunity to showcase your problem solving and communication skills.
    • “ 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
  • 15. @rightsleeve facebook.com/rightsleeve
  • 16.
    • Greg Hounslow
    • Emerging Media Advisor
    • West Jet
    • [email_address]
    • facebook.com/westjet
    • youtube.com/westjet
    • @WestJet