Attack of theCustomers!
Diaper Disaster                  “The biggest innovation for the                  Pampers brand in the last 25            ...
GroundswellTweet: #SCON12                 4/30/2012   ©2012 SugarCRM Inc. All rights reserved.   3
Relief “You can’t join a community at a time of crisis. You have to already be invested in the community. That requires in...
Social Media Crises Reaching Mainstream  New Channels of                                          Media  Complaint        ...
Glass Houses                 Glassdoor.com (left) enables employees to                 review their employer and swap sala...
Weapons of Choice                                       I was amazed that my tiny                                       co...
Weapons of Choice                                          "I definitely never expected it to                             ...
Weapons of Choice                 "1,132 unitedworkers disliked this video.”                         --One of more than 2...
Weapons of ChoiceTweet: #SCON12                    4/30/2012   ©2012 SugarCRM Inc. All rights reserved.   10
Weapons of Choice: Hate SitesTweet: #SCON12                            4/30/2012   ©2012 SugarCRM Inc. All rights reserved...
Weapons of ChoiceTweet: #SCON12                    4/30/2012   ©2012 SugarCRM Inc. All rights reserved.   12
Four Types of Attack                        @DavidTabango:                                          Comcast really sucks. ...
Four Types of AttackExtortionistsMotivated by personal gainRisk: ModerateActivity: LowAggravation: HighStrategy: Fight fir...
Four Types of AttackCommitted CrusadersA Higher CallingRisk: HighActivity: Low                                            ...
Four Types of AttackIrritable InfluencersThrowing Their Weight AroundRisk: HighActivity: LowAggravation: HighStrategy: Rem...
Attack-Proofing Your Organization Listen constantly Hope for the best; prepare for the worst Are your policies customer...
Submit Session Feedback        Select the SugarCon Mobile App:        1) Tap on this session        2) Tap on survey      ...
#SCON12          4/30/2012   ©2012 SugarCRM Inc. All rights reserved.   19
Customer Success Panel
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Paul Gillin Keynote: April 25, 2012

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  • Kristen Christian started the campaign Oct. 4 by inviting 500 of her Facebook friends to abandon their banks. Christian said she would have been happy if just a few others joined her, but it became something much bigger.About 650,000 U.S. consumers opened credit union accounts in the month since BofA announced Sept. 29 its planned debit card fee, according to the Credit Union National Assn., a trade organization. That compares to an average of 80,000 new members a month the rest of the year, the group reported.Faced with mounting consumer criticism, BofA abandoned the planned fee Tuesday.
  •  "..within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."--Chris Ayres, Times Online (UK)
  • Paul Gillin Keynote: April 25, 2012

    1. 1. Attack of theCustomers!
    2. 2. Diaper Disaster “The biggest innovation for the Pampers brand in the last 25 years.” --Procter & Gamble, Feb., 2010 “I noticed that my daughters skin was red and hot to the touch.” -Rosana Shah, May, 2010Tweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 2
    3. 3. GroundswellTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 3
    4. 4. Relief “You can’t join a community at a time of crisis. You have to already be invested in the community. That requires investment of time, people, money.” --Paul Fox, Director of corporate communications, P&GTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 4
    5. 5. Social Media Crises Reaching Mainstream New Channels of Media Complaint 10 8 6 4 2 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Where Crises Originate Blog 20% Companies are quick to deploy the latest social media technology, yet most have not prepared for the Twitter YouTube threat of social media crises…we 18% 22% found that more than three-fourths could have been diminished or Community averted. 22% --Altimeter Group Other 4% Facebook Data source: Altimeter Group, 2011 Tweet: #SCON12 14% 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 5
    6. 6. Glass Houses Glassdoor.com (left) enables employees to review their employer and swap salary information The Consumer Products Safety Commission now encourages buyers to self-report unsafe products (below)Tweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 6
    7. 7. Weapons of Choice I was amazed that my tiny corner of the Web was able to move people to take action. That affected what I say now It drove home to me how much power I have and how much difference my words make. --Jessica Gottlieb, jessicagottlieb.com “Motrin will pay a MUCH bigger price, as opposed to if they’d messed up in front of say, “Construction-Worker-Bloggers.” Mommy-Bloggers are not a voice to be messed with.” --Peter Shankman, quoted in The New York TimesTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 7
    8. 8. Weapons of Choice "I definitely never expected it to become this big,“ --Kristen Christian, 27, quoted in the Los Angeles Times "I think we may look back in a few years and say that this was the spark that caused a lot of people to say, Yes, credit unions are a better deal." --Bill Cheney, chief executive, Credit Union National AssnTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 8
    9. 9. Weapons of Choice "1,132 unitedworkers disliked this video.” --One of more than 29,000 comments on YouTubeTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 9
    10. 10. Weapons of ChoiceTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 10
    11. 11. Weapons of Choice: Hate SitesTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 11
    12. 12. Weapons of ChoiceTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 12
    13. 13. Four Types of Attack @DavidTabango: Comcast really sucks. Oh my god, yes it does.Casual ComplainersThe background noise of customer relations UsAirways sucks soRisk: Low bad. Been sitting onActivity: High tarmac for over an hour. Initially said 5Aggravation: Moderate minutes. SighStrategy: Customer-focused policies Verizon sucks !! What the hell why dont they fix the network ugh *slams door*Tweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 13
    14. 14. Four Types of AttackExtortionistsMotivated by personal gainRisk: ModerateActivity: LowAggravation: HighStrategy: Fight fire with fire One B&B owner who felt "coerced" into giving two customers their money back says the travel website has become a "monster". --TheWeek (U.K), Nov., 2011Tweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 14
    15. 15. Four Types of AttackCommitted CrusadersA Higher CallingRisk: HighActivity: Low USA Today photoAggravation: High “Molly Katchpole’s open letter to Bank of AmericaStrategy: Facts and education to withdraw the fee went viral. She closed her account, cutting up her debit card on camera, and moved her money to a community bank. One month and 306,000 signatures later, she won: Bank of America removed the charge.” --USA Today, Nov., 2011Tweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 15
    16. 16. Four Types of AttackIrritable InfluencersThrowing Their Weight AroundRisk: HighActivity: LowAggravation: HighStrategy: Remain calm, prepareto fall on your swordTweet: #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 16
    17. 17. Attack-Proofing Your Organization Listen constantly Hope for the best; prepare for the worst Are your policies customer-focused? Empathy matters more than apology When you screw up, admit it Never make it personal Always take the high road “Every company is now sitting on electronic quicksand."Tweet: #SCON12 --Howard Rubenstein, PR guru 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 17
    18. 18. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 18
    19. 19. #SCON12 4/30/2012 ©2012 SugarCRM Inc. All rights reserved. 19
    20. 20. Customer Success Panel
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