Not responding to the story was an initial mistake. Leaving the story and not responding caused bigger issues for CXResponding with the facts 24 – 36 hours later did not impact the story. The story was out in the media and the damage was done
Try out the social media sites yourself and think about your target audienceAsk. Questions. Ask a lot of questions of your agency
Constituents are so key to the messaging, the 30 sec TV spot isn’t dead but its only one part of the mix in todays environment
Volunteer work isn’t just good for society and employee morale (speak to Hands On Hong Kong for more information)Post photos about your “good work” on social media – Build constituencyDo more good work (see point 1)
Oreo watched the super bowl and when the lights went out (for 30 mins) they were able to capitalise on the situation with this messaging.This post was one of the most talked about averts of the event (it had even more mentions than their million dollar TV ad.)
POST: “No more questions and comments please. TGIF.”Post was up for approx 60 seconds and it was then deleted from Facebook.However, someone still managed to get a screen shot of the post.
Though an initial reaction might be to fire the employee concerned, in this era of social media and transparency that isn’t the only optionThe environment has changed, one post can now be seen by millions
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY. (So you don’t have to.) Ali bullock Head of Communications – WWF Hong Kong
2- THINGS ABOUT ME YOU MAY KNOW I work for WWF Hong Kong as Head of Communications- Previously worked for Cathay Pacific as global digital marketing manager, and worked on digital strategy for companies such as KMPG, Kellogg’s, Samsung and Motorola
2- THINGS ABOUT ME YOU MAY NOT KNOW “Asia’s foremost charity wildlife photographer” - CNN Go- My dog has more friends (917) than I do on FaceBook (662)
… TO YOUR OWN EMPLOYEES“Great day, shooting Elephants for 8hours”- ali bullock, Head of commsWWF
… IN CONTEXT:“Great day, photographingElephants for 8 hours”- ali bullock,Head of comms WWF
1 SOLUTION: MONITOR, RESPOND, ANALYSE & REPEAT: MONITOR: Your posts and the conversations online WORK: your biggest fans and posters, cultivate these relationships FACTS: Check your facts and know the details of the situation SPEED: Post quickly and frequently (where suitable) MONITOR (AGAIN): What is the message and flow of the conversation ADAPT: Apologise, say nothing, address issues as the situation develops and be flexible to this environment.
IT’S NOT THE MISTAKES MADE USING SOCIALMEDIA THAT CAUSE BRANDS THE BIGGESTPROBLEMS, IT’S HOW POORLY OR SLOWLY THEYDEAL WITH THEM.
2 # SOCIAL MEDIA CRISIS MANAGEMENT - HOURS NOT DAYS
…BUT THE STORY WASN’T TRUE:WE LEARNT:From picking up the story to posting on Facebook over 24 hours passed - this was toolongWe didn’t inform staff around the network, several of whom were verbally assaultedat our airports by people angry over the storyMore posts were needed on our own Facebook propertiesWe should have posted on the Sea Shepherd page
2 SOLUTION: PLAN AND EXECUTE QUICKLY. DOING NOTHING = MISTAKE: Monitoring is key to social media and crisis management
3 # DON’T HIRE A SOCIAL MEDIA AGENCY. HIRE YOURSELF FIRST.
IF YOU DON’T BELIEVE IN SOCIAL MEDIA DON’T DOIT… THAT’S VERY DIFFERENT TO NOTUNDERSTANDING IT.
3 SOLUTION: THE ONLY BARRIER TO SOCIAL MEDIA IS YOU: Making mistakes is part of the process – I didn’t get CX to a fan of fan reach of 36 million people without dropping a few balls along the way No single person makes a social media success. You need a good team around you and the management belief to try new ideas
4 # FINALLY REALISING EVERY COMPANY IS A MEDIA COMPANY
4 COMPANIES AS PUBLISHERS Blogs, Facebook feeds, Twitter and Sina-Weibo: Every company now has the ability to be a publisher Media and stories are becoming multi-threaded conversations across multiple platforms
4 SOLUTION: MORE CONTENT VS LESS CONTENT Our challenge in marketing, PR and comms is how to find balance in a world where there is more content than ever before and where people have less then time than ever before to consume that media. (If you find someone who has the answer to this let me know…)
ENGAGEMENT:Simple to talk about but that will be the key to success moving forward.FOCUS:Simple to talk about but that will be the key to success moving forward.TARGETING:Simple to talk about but that will be the key to success moving forward.MONITORING:Know what is being said, by whom and engage where appropriate
5 # SOMETIMES (ALWAYS) YOUR BRAND IS IN THE HANDS OF SOMEONE ELSE
SIMPLE ANSWER IS YOU CAN’T…It’s how you react and manage the issue that matters. A crisis will only get betteror worse as you manage it.
6 SOLUTION: BUILD YOUR CONSTITUENCY. AND BUILD IT NOW: Simple steps to increase engagement: Don’t oversell on social media. Special offers and promotions are all well and good, but use them sparingly
6 SOLUTION: GOOD BUSINESS WORKS ON SOCIAL MEDIA 103 likes 606 likes
SOCIAL GOOD WORKS FOR YOU, YOUR EMPLOYEES, SOCIETYAND FOR SOCIAL PR / ENGAGEMENT (MOST IMPORTANTLY.)IT’S A WIN FOR EVERYONE.EVERYONE CAN DONATE A SMALL AMOUNT OF TIME. TALKTO CAROLINE@HANDSONHONGKONG.ORG * * Caroline is my wife and she is awesome
7 # EVERY EMPLOYEE FROM THE CEO TO THE RECEPTIONIST CAN B YOUR BRAND AMBASSADOR.
THE GOOD: A Great example of a verylow cost but effective social mediastrategy.
This is Tatiana Kozlenko, a flightattendant for Russian airline Aeroflot.In October 2011, she apparently postedthis photo to the social networking siteVkonttakte.She was fired Monday after the photobegan circulating on Twitter.
… And sometimes people make sillymistakes.REMEMBER: What you put on socialmedia, stays EVERYWHERE.
7 SOLUTION: SOCIAL MEDIA GUIDELINES: Guidelines: Any organisation that is big enough to have HR guidelines will need to have social media guidelines
REMEMBER, FEW “SOCIAL MEDIA CRISIS”INCIDENTS HAVE ENDED THE COMPANY.(So that’s a relief then.)Wait, the bad news is they can cost a lot of money, time and effort to re-build thebrands reputation…
8# BE REALISTIC. BE FOCUSED. KNOW YOURAUDIENCE AND CUSTOMERS
8 SOLUTION: IS SOCIAL MEDIA RIGHT FOR YOUR ORGANISATION…?
9# GIVING AWAY FREE STUFF WILL GET YOUEXACTLY WHAT YOU PAY FOR.
IF YOU GIVE AWAY SOMETHING FOR FREE, WHATDO YOU EXPECT IN RETURN…?LOYALTY?
9 SOLUTION: FAN ACQUISITION VS CUSTOMER ACQUISITION: Fan acquisition means doing something to get the attention of users on a social network so they will opt in to your messaging. Customer acquisition is doing something to convince a person to purchase something.
I STARTED OF THE CX FAN PAGE WITH ONE FAN.(Social media can be a very cold, lonely place in the beginning.)
SOCIAL MEDIA FOUND THIS PUPPY A HOME ** (OK, that’s not strictly true as I adopted her the day of this photo-shoot, but shewould so have been adopted through social media.)
ONE PERSON STARTED A FACEBOOK PAGEABOUT THE ORANGUTANS IN BORNEO.RESULT: A FULL CHANGE IN PALM OIL BUYINGPOLICY AND MILLIONS OF DOLLARS LOST INNEGATIVE PR.
10 CONCLUSION: SOCIAL MEDIA IS NOT A SILVER BULLET FOR YOUR BRAND: Social Media is something that is too important to ignore Social media does not and will not ever work on its own, it has to be integrated into a bigger comms / marketing plan. It’s going to get more complex – If I post a photo on Twitter through my mobile phone, is that mobile marketing or social media marketing? Social media will change the face of advertising, just as TV did 50 years ago. But it’s still about people and word of mouth and that has not changed.
* NOTE: # EVERY TITLE WAS LESS THAN 140 CHARACTERS (MEANING IT WOULD FIT NICELY INTO YOUR TWITTER FEED. THANK YOU SO MUCH FOR YOUR TIME YOU CAN FIND A COPY OF THIS PRESENTATION HERE: www.slideshare.net/alibullock/presentations ali bullock email@example.com / firstname.lastname@example.org www.alibullock.com