And it Stoned Me - tips and tools to manage social media
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These slides are from the AESP 2017 Spring Conference Session, Social Media: Moving Beyond the Post and Pray Approach. This presentation was delivered by Sandi Johnson, marketing manager for GoodCents®.
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And it Stoned Me - tips and tools to manage social media
- 1. And It Stoned Me: Tips & Tools to Manage Social Media Sandi Johnson Marketing Manger, GoodCents May 3, 2017
- 2. DOWNLOAD Tips & Tools To Manage Social Media www.goodcents.com/social-media-tips-and-tools
- 4. There some guy from @ABCUtility sneaking around the outside of my house. Help! I love my new showerhead from the @ABCUtility’s conversation kit Mary received at school! #SaveEnergy #SaveWater At @ABCUtility is the worst company to work for. They treat their employees terrible.
- 5. Who has had to deal with a negative post about your company on social media?
- 6. Oh no! This is a disaster!
- 7. Why should you care?
- 8. United Breaks Guitars How a $3,500 guitar can cost $180 million
- 9. What happens if you ignore your social media audience? BYE FELCIA
- 10. How do you know?
- 11. Do you have a social media policy?
- 13. What should you do? • Stay calm • Own it • Take action • Listen • Respond • Thank them
- 14. What should you do? • Apologize • Offer a resolution • Provide compensation • Continue the conversation via private message • Learn from it
- 15. How quickly should you respond? 42% of customers expect a response within 60 minutes 32% of customers expect a response within 30 minutes 57% of customers expect the same response on night & weekends as normal business hours Churn rate can increase by 15% if you fail to respond to customers on social media
- 16. Can you delete negative comments?
- 17. Turn Criticism into Opportunity • Identify weaknesses • Inform • Points out faults • Engage with your customers
- 18. DOWNLOAD Tips & Tools To Manage Social Media www.goodcents.com/social-media-tips-and-tools
- 19. Let’s Discuss Sandi Johnson Marketing Manager sjohnson@goodcents.com
Editor's Notes
- Thank you LeAndra! As LeAndra mentioned I’m going to share how to address negative posts about your company on social media using real life examples and tools to help you monitor your social accounts so you don’t miss anything happening online.
- Lack of control is everyone’s greatest fear with social media, right? How can we reconcile its communication, marketing and brand building benefits with the fact that it gives the public the power to literally say anything they want—true or false. Social media is like the water in that old Van Morrison song…sometimes it’s rain, sometimes it’s an inviting swimming hole.
- Social media is a power to be reckoned with: these channels create a direct line of communication between our companies and customers, and they give anyone with an internet connection instant access to the latest buzz around our products or services. But as social media managers, we have a million balls to juggle—and often on our busiest days, this happens: A scared tween takes to Twitter to complain about the technician (that their mom authorized) “sneaking around” outside their house. A happy customer flocks to Facebook to tell their network about the amazing free showerhead they received in a conservation kit distributed at their kid’s school. A disgruntled former employee (fired for cause) vents on Glassdoor about how horrible your company is.
- Slido Poll - https://www.sli.do/features-polls Who has had to deal with a negative post about your company on social media?
- You need to know how to respond as this will happen to you if it hasn’t already. Dealing with negative comments on social media is different than dealing with “regular” complaints, received by phone, chat or email for one reason: it’s too easy for a social media complaint to turn into a disaster.
- Why should you care about a negative comment on social media? Social media is public and that negative post can go viral. When someone posts negatively about your company it is there for anyone on social media to see. You need to respond quickly, otherwise people may think you don’t care about your customers or your brand. Ignoring comments, positive or negative, can affect your company’s image and your bottom line. You can get more done now on social media than you ever could on the phone. Lets take a look at an example from United Airlines that happened a few years ago.
- Musician Dave Carroll’s guitar was broken while in United Airlines' custody. He alleged that he heard a fellow passenger claim that baggage handlers on the tarmac in Chicago were throwing guitars during his layover. He arrived at his destination to discover that his $3,500 Taylor guitar was severely damaged. He alerted employees who showed complete indifference regarding the matter. Carroll filed a claim with United Airlines and was informed that he was ineligible for compensation because he had failed to make the claim within 24-hours. After nine months of negotiating with the airline he decided to write a song and create a music video about his experience. The YouTube video was posted on July 6, 2009. It had 150,000 views within one day, prompting United to contact Carroll to right the wrong. The video garnered over half a million hits within 3 days, 5 million in a month, and it the video has over 17 million today. It was widely reported that within 4 weeks of the video being posted online, United Airlines' stock price fell 10%, costing stockholders about $180 million in value. United Airlines has another video go viral a few weeks ago as I’m sure most of you saw. This lately incident cost them over $570 million.
- But the risks can be more than financial, if you ignore your social media audience you can: Risk your brand – customers will continue to use social media whether you do or not Reduced Marketing Effectiveness – companies that use social media as a tool to learn about their customers can optimize marketing campaigns to the right customers Risk of Falling Behind the Competition – social media is the best way to reach millennials, ignoring them could result in loosing those customers Loss of Top Employees – job seekers are looking at reviews on Glassdoor and LinkedIn, ignoring negative reviews could deter top talent from
- You can’t react if you don’t know. How do you know if someone makes a negative post about your company? You have to be vigilant for all mentions of your company, people, products and brands. You can begin to do this with a service such as Google Alerts and setup alerts for when you company name, products, or services are mentioned and you will get an email when it finds new results that match your search terms. SocialMention provides a similar service which will allow you to track and measure what people are saying about you, your company, a new product, across the social media landscape in real-time. However, to get more serious, you will need something like Hubspot, Hootsuite or Buffer which can monitor conversations that mention your brand in real-time and even give you a heads-up on the sentiment behind the words. There are also a couple tools specifically for Tweeter monitoring: Twilert is a Twitter search tool that sends you email alerts of tweets containing your brand, product, service... Or any keyword. Tweet Deck is similar to Hootsuite and allows you to Tweet and monitor all of your accounts And TagBoard uses hashtags to search for and collect public social media within seconds of being posted to networks like Twitter and Facebook Pick up my leave behind after our session to learn more.
- Your Crisis Management Plan should be in your Social Media Policy. Slido Poll: Do you have a Social Media Policy? If you don’t, you should. You can take a look at other companies policies at www.socialmediagovernance.com/policies you should have an internal and external policy and your employees should sign off on the policy.
- Now that we know how to find out about negative posts, Are you prepared to address them? First, make sure that there is one person responsible for handling comments on social media sites. This way no comments go unaddressed because someone thought that the other person would handle it! Next, make sure that this person knows social media and knows how to respond appropriately.
- Your response determines your reputation so…. What should you do when you your are faced with a negative comment and how do you resolve the situation? Don’t….take it personal, get angry, or argue Own it Take action Listen Respond in a nice and clam manner Thank them for their opinion
- Apologize for the issue and make it sincere Offer a resolution and try to fix the issue Provide compensation or incentive Try to continue the conversation via private message Learn from it
- You should respond as soon as possible, especially when the comment is negative. According to Convince and Convert, 42% of your customers will expect a 60 minutes response time and 32% of them expect a response within 30 minutes! Among those respondents who have ever attempted to contact a brand, product, or company through social media for customer support, 57% expect the same response time at night and on weekends as during normal business hours. Churn rate can increase by 15% if a company fails to respond to customers on social media. www.insightsquared.com The faster you respond, the better you’ll look in the eyes of the social media community. A typical online post has a life span of less than 2 days. If you wait too long you may just be re-energizing a conversation that had already died off. In this case let it pass and make sure you do a better job monitoring comments next time.
- You may ask, can you delete negative comments? The short answer is no. And I would recommend you don’t delete or block the person either. But if the post violates your Social Media Policy you can delete it. You would also want to delete posts with profanity. But to avoid profanity in the first place you can set your Profanity Filter to Strong under Settings.
- Be prepared to take some criticism on social media. How you respond will tell your customers a lot about your company. And you can even turn criticism into opportunity because these negative posts can help you… Identify weakness in your business, products or services Inform you when something is wrong Point out faults and allows you to make needed changes that will help your company improve And really engage with your customers
- In closing, you should respond quickly, stay calm, and try to resolve the situation. If you handle negativity the right way your top followers/ best customers may event step in, back you up and say something positive about you.