Managing Crises Online
Consumer & Company Perspectives
Mark Graham,
RIGHTSLEEVE.COM
Greg Hounslow,
WestJet
#ci4sm
@westjet
@rightsleeve
Mark chose to communicate via Twitter
so we responded to him on Twitter
We took conversation to DM to get
basic details
14...
Click image to see blog post
Customer Service Click image to see video response
Customer Service
Click image to see video
Consumer Advocacy
Leveraging your social capital
1. Social media is a great way to get attention
2. Social media vs tradit...
What to do when consumers lash out
1. Always be monitoring
2. Don’t hide
3. Respond immediately - “we’re listening, we are...
Complaint or opportunity?
1. You can’t please everyone 100% of the time
2. Social media complaints are inevitable
3. A com...
@rightsleeve
facebook.com/rightsleeve
Greg Hounslow
Emerging Media Advisor
WestJet
ghounslow@westjet.com
facebook.com/westjet
youtube.com/westjet
@WestJet
Managing Crises Online: Consumer & Company Perspectives
Managing Crises Online: Consumer & Company Perspectives
Managing Crises Online: Consumer & Company Perspectives
Managing Crises Online: Consumer & Company Perspectives
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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 (2010)

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Managing Crises Online: Consumer & Company Perspectives

  1. 1. Managing Crises Online Consumer & Company Perspectives Mark Graham, RIGHTSLEEVE.COM Greg Hounslow, WestJet
  2. 2. #ci4sm @westjet @rightsleeve
  3. 3. 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
  4. 4. Click image to see blog post
  5. 5. Customer Service Click image to see video response
  6. 6. Customer Service
  7. 7. Click image to see video
  8. 8. 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)
  9. 9. What to do when consumers lash out 1. Always be monitoring 2. Don’t hide 3. Respond immediately - “we’re listening, we are on it” 4. Constant updates (tweets, video, facebook page, blog) 5. Customer is always right 6. Address individuals vs providing general responses 7. Don’t be cheap (offer compensation) 8. Customer service = marketing opportunity 9. Executive involvement 10.Fabulous market research (opportunity for product improvement)
  10. 10. Complaint or opportunity? 1. You can’t please everyone 100% of the time 2. Social media complaints are inevitable 3. A complaint is an opportunity to showcase your problem solving and communication skills. 4. “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
  11. 11. @rightsleeve facebook.com/rightsleeve
  12. 12. Greg Hounslow Emerging Media Advisor WestJet ghounslow@westjet.com facebook.com/westjet youtube.com/westjet @WestJet

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