WHEN BAD REVIEWS HAPPEN TO GOOD COMPANIES               Responding To Negative Social Media Posts                         ...
THE ULTIMATE GOAL   Turn a negative commenter     into a lifelong advocate
RULES FOR RESPONDING✤   Each situation is different✤   There are no hard and fast rules for an airtight response system✤  ...
ONE STATISTIC TO EASE YOUR MIND✤   Most comments on social networks are positive    ✤        According to research group K...
WHY RESPOND✤   Forrester Research demonstrates the ROI of guest service through social networks     ✤ Increases guest life...
WHY RESPOND✤   Define your brand & service or others will✤   Consumers expect you to be listening✤   Engagement builds loy...
“True confession but I’m in one of thosetowns where I scratch my head and say, ‘Iwould die if I had to live here.”– James ...
WHAT NOT TO DO✤   Don’t argue in public     ✤   Get the conversation off the network as quickly as possible✤   Don’t attac...
WHAT NOT TO DO✤   Don’t blame the guest    “While you two were absolutely lovely, during your stay, you may actually be th...
WHAT NOT TO DO✤   Don’t respond to the world, respond to the poster’s specific issues       ✤   Speak directly to the post...
WHAT NOT TO DO✤   Don’t pretend issues don’t exist    ✤   Did the food arrive at every table cold one night?        ✤   Ad...
TIPS TO REMEMBER✤   Your response lives FOREVER✤   You are fully responsible for what you write online✤   Exercise the goo...
STEPS FORRESPONDING TONEGATIVE POSTS
COMPANY RESPONSE POLICY✤   Determine company policy on complaints IN ADVANCE✤   Codify that policy in writing✤   Creating ...
COMPANY RESPONSE POLICY✤   Pre-write sample responses for the top 5 potential issues✤   Tee-up separate responses for each...
Sample Communication Matrix Appropriate Dept            C-Suite                Legal  Guest Relations      MOD responds   ...
IDENTIFY NETWORKS✤   Identify your most important platforms for participation    ✤   Yelp    ✤   Facebook    ✤   Chow    ✤...
LISTEN✤   Intercept issues before they get out of control✤   Closely monitor conversations✤   Free social media listening ...
BE VISIBLE✤   As an active participant and valued member, your response to negativity can carry    enough weight to stop i...
TOP TIPS✤   Be prepared    ✤   Consider likely scenarios and how you would respond to them in advance    ✤   Preparation c...
EXAMPLE: PROPER RESPONSE
EXAMPLE: PERSONAL ATTACK9/29/2011I dont know about you, but I prefer non-judgmental restaurants.This place had a douchy-bo...
TOP TIPS✤   Respond Quickly    ✤   Anecdotally, one bad review seems to encourage others to do the same    ✤   But gather ...
TOP TIPS✤   You don’t have to always respond    ✤   Your fans may come to your aid    ✤   You won’t convert everyone    ✤ ...
TOP TIPS✤   Don’t be afraid to ask for help✤   Pay attention to your internal gut response    ✤   Not comfortable respondi...
TOP TIPS✤   In person social etiquette standards apply    ✤   Imagine you are having the conversation over a nice glass of...
MITIGATINGNEGATIVITY ONSOCIAL NETWORKSSecrets From The Front Lines                               Photo Credit: GoMattolson
UTILIZE BRAND ADVOCATES ✤   Ask for recommendations     ✤   On Facebook     ✤   In store     ✤   Email     ✤   Twitter ✤  ...
BURY THEM✤   Influencer marketing program    ✤   Generates relevant, multiple posts    ✤   Tend to receive many shares, re...
FACEBOOK✤   Post on top of it - photos work really well✤   Only show the brand’s posts
QUESTIONS?THANKS!          Carin Galletta Oliver          carin@inkfoundry.com
When Bad Reviews Happen To Good Companies
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When Bad Reviews Happen To Good Companies

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Tips and tricks for responding to negative social media posts.

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  • When Bad Reviews Happen To Good Companies

    1. 1. WHEN BAD REVIEWS HAPPEN TO GOOD COMPANIES Responding To Negative Social Media Posts @inkfoundryWebinar: Thursday, February 23, 2012
    2. 2. THE ULTIMATE GOAL Turn a negative commenter into a lifelong advocate
    3. 3. RULES FOR RESPONDING✤ Each situation is different✤ There are no hard and fast rules for an airtight response system✤ Core principles can make the most of a potentially volatile situation ✤ Great customer service ✤ Common sense ✤ Public relations tools ✤ Understand platform etiquette
    4. 4. ONE STATISTIC TO EASE YOUR MIND✤ Most comments on social networks are positive ✤ According to research group Keller Fay, 65% OF ALL WOM CONVERSATIONS ARE “MOSTLY POSITIVE” with just 8% classified as “mostly negative.”
    5. 5. WHY RESPOND✤ Forrester Research demonstrates the ROI of guest service through social networks ✤ Increases guest lifetime value ✤ Creates more loyal guests ✤ Spreads positive word of mouth ✤ Contributes to higher spends and more frequent purchases
    6. 6. WHY RESPOND✤ Define your brand & service or others will✤ Consumers expect you to be listening✤ Engagement builds loyalty, trust and satisfaction✤ Build a positive brand image✤ Stop negativity✤ Learn from your guests
    7. 7. “True confession but I’m in one of thosetowns where I scratch my head and say, ‘Iwould die if I had to live here.”– James Andrews about Memphis, TN. HQ of Fedex, his client. Dude, really? The truth is that’s it’s painfully EASY to make this mistake
    8. 8. WHAT NOT TO DO✤ Don’t argue in public ✤ Get the conversation off the network as quickly as possible✤ Don’t attack the reviewer or the platform “For the most part, Trip Advisor is a great tool. This reviewer considers it his duty to post a review of every place he visits. When a guest feels compelled to write a review, even though his facts are shaky and his memories are a little unclear, that does us all a disservice.”✤ Don’t air private conversations in a public forum “He arrived, immediately disliked his room and wouldnt even consider looking at the other, much quieter, rooms we offered him. He then came into Guest Services the next morning and announced, in front of a number of guests that he was leaving and wed better be careful or hed "freak out". So, he left. He then posted this review.”
    9. 9. WHAT NOT TO DO✤ Don’t blame the guest “While you two were absolutely lovely, during your stay, you may actually be the most confusing guests weve ever encountered. The title of your post speaks directly to your entire stay with us. None of us understands what it means!”
    10. 10. WHAT NOT TO DO✤ Don’t respond to the world, respond to the poster’s specific issues ✤ Speak directly to the poster ✤ Correct: Dear Dan, I’m sorry you didn’t like your experience, can you contact me at SuzieQ@brand.com so I can better understand and fix the issues? ✤ Incorrect: “Im sorry, but I never understand reviews like this one. But I am sorry this guest was so unhappy with their stay- and wish theyd mentioned it while they were with us!”
    11. 11. WHAT NOT TO DO✤ Don’t pretend issues don’t exist ✤ Did the food arrive at every table cold one night? ✤ Admit it, fix it and move on ✤ $h!t happens, consumers will forgive you
    12. 12. TIPS TO REMEMBER✤ Your response lives FOREVER✤ You are fully responsible for what you write online✤ Exercise the good judgment and common sense that you use every day✤ Respect the company’s position when responding to guests on any channel If it gives you pause, pause
    13. 13. STEPS FORRESPONDING TONEGATIVE POSTS
    14. 14. COMPANY RESPONSE POLICY✤ Determine company policy on complaints IN ADVANCE✤ Codify that policy in writing✤ Creating company policy ✤ Work with marketing, legal & human resources ✤ Create a communication matrix ✤ Consider each possible scenario & the corresponding step ✤ Determine staff responsibilities in advance ✤ Assign watch during both work and after hours
    15. 15. COMPANY RESPONSE POLICY✤ Pre-write sample responses for the top 5 potential issues✤ Tee-up separate responses for each social network ✤ Twitter - 140 characters or less ✤ Facebook ✤ Yelp✤ Responses should include links or emails
    16. 16. Sample Communication Matrix Appropriate Dept C-Suite Legal Guest Relations MOD responds Crisis Relations Negative - Mild Negative - Serious Manager on Duty
    17. 17. IDENTIFY NETWORKS✤ Identify your most important platforms for participation ✤ Yelp ✤ Facebook ✤ Chow ✤ TripAdvisor✤ If you have tons of resources increase your listening capabilities ✤ Negativity can start on small networks
    18. 18. LISTEN✤ Intercept issues before they get out of control✤ Closely monitor conversations✤ Free social media listening tools
    19. 19. BE VISIBLE✤ As an active participant and valued member, your response to negativity can carry enough weight to stop it from spreading✤ The goal ✤ Develop an ongoing relationship with the community members, your current & future guests
    20. 20. TOP TIPS✤ Be prepared ✤ Consider likely scenarios and how you would respond to them in advance ✤ Preparation can help you respond quickly and control emotive issues✤ Gather all the facts before responding ✤ Stick to the facts✤ Don’t address anything that looks like a personal attack
    21. 21. EXAMPLE: PROPER RESPONSE
    22. 22. EXAMPLE: PERSONAL ATTACK9/29/2011I dont know about you, but I prefer non-judgmental restaurants.This place had a douchy-bougie vibe and tries to be upscale but in reality, its just an overpriced cattle herd magnet.Personal note to the hostess: Youre a bitch. Quit your job so someone more qualified and more polite can take over.Personal note to the manager: Fire the hostess.
    23. 23. TOP TIPS✤ Respond Quickly ✤ Anecdotally, one bad review seems to encourage others to do the same ✤ But gather your thoughts first ✤ It’s challenging not to fire back at someone who posts negative comments about your beloved brand✤ Move the conversation off the social network ✤ Respond publicly and ask the person to contact you directly via phone or email
    24. 24. TOP TIPS✤ You don’t have to always respond ✤ Your fans may come to your aid ✤ You won’t convert everyone ✤ Sometimes you can ignite a pissing contest
    25. 25. TOP TIPS✤ Don’t be afraid to ask for help✤ Pay attention to your internal gut response ✤ Not comfortable responding? ✤ Your response feels, not quite right?✤ Run it by someone who you can trust who has a vested interest in the outcome ✤ Not your mother...she’ll always tell you you’re brilliant
    26. 26. TOP TIPS✤ In person social etiquette standards apply ✤ Imagine you are having the conversation over a nice glass of Romanee-Conti (and you’re not paying for it!)✤ Be personal, honest and transparent ✤ You are talking to another human✤ Organize your thoughts before replying✤ Staff appropriately ✤ This may not be anyone in the marketing department
    27. 27. MITIGATINGNEGATIVITY ONSOCIAL NETWORKSSecrets From The Front Lines Photo Credit: GoMattolson
    28. 28. UTILIZE BRAND ADVOCATES ✤ Ask for recommendations ✤ On Facebook ✤ In store ✤ Email ✤ Twitter ✤ Give them something for their effort
    29. 29. BURY THEM✤ Influencer marketing program ✤ Generates relevant, multiple posts ✤ Tend to receive many shares, retweets and posts✤ Positive Posts ✤ Share, retweet, repost
    30. 30. FACEBOOK✤ Post on top of it - photos work really well✤ Only show the brand’s posts
    31. 31. QUESTIONS?THANKS! Carin Galletta Oliver carin@inkfoundry.com

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