Social Media & The Feedback Economy: Risks, Rewards & Opportunities


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Presentation to the Social Media Risk & Governance Forum 1-2 November 2012 Melbourne. This presentation explores how Big Data can be used to improve Social Listening & Customer Experience programs.

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Social Media & The Feedback Economy: Risks, Rewards & Opportunities

  1. 1. Social Media & The Feedback Economy: Risks, Rewards & Opportunities Darren Sharp, Senior Consultant Twitter: @dasharp The Social Media Risk, Privacy & Governance Forum Melbourne 02/11/2012
  2. 2. Resonate Solutions • Managed online communities • Closed Loop Feedback programs – NPS • Social Media Listening & Analysis • Social Media Strategy
  3. 3. ChapStick death spiral Social media death spiral: “ChapStick for some weird reason doesnt just delete the image, apologize, or even acknowledge the issue, beyond its infuriating deleting of comments.”
  4. 4. Seven News “Seven claims it deleted the comment from Linda Goldspink-Lord “in error”. At the time of deletion, more than 32,000 people had liked the comment, and 2000 had commented.”
  5. 5. The 1st rule of community management Do Not Delete!
  6. 6. KitchenAidUSA Twitter #fail
  7. 7. KitchenAidUSA Apology
  8. 8. KitchenAidUSA Senior Director Intervenes
  9. 9. KitchenAidUSA Catastrophe averted
  10. 10. Social Listening• What are customers and competitors saying?• Where are they saying it?“You need to be aware of the places where your customers may be talking about you and may need your help” - Michael Hill
  11. 11. Social Listening • Gatorade Mission Control Center (May 2010)
  12. 12. Social Listening • Gatorade real time tweets
  13. 13. Social Listening • Dell Social Media Listening Command Center (December 2010)
  14. 14. Social Listening • Dell social mentions
  15. 15. Social Listening: evaluate the issue Complaint? Question? Problem? Crowd? Compliment? Crisis? Competitor? Warning? Campaign? Resolving customer complaints across social media and traditional channels – Michael Hill
  16. 16.
  17. 17. How much data is createdevery minute?• 2 million Google queries• 684,478 pieces of content shared by Facebook users• 100,000 tweets• 27,778 Tumblr blog posts• 3,600 Instagram photos• Over 200 million emails• 571 new websites created
  18. 18. The Feedback Economy Big data, continuous optimization, and replacing everything with data pave the way for something far larger, and far more important, than simple business efficiency. They usher in a new era forhumanity, with all its warts and glory. They herald the arrival of the feedback economy. Alistair Croll, The Feedback Economy O’Reilly Media 2012
  19. 19. Web 3.0 – Filtering Social StreamsNova Spivack• Social streams are quickly becoming key drivers for how content on the Web is found.• But how are things found in social streams? It turns out existing search engines, like Google, are not well- suited for searching the stream.• The ability to filter the stream for just those subsets of messages you actually care about is going to be absolutely essential in coming years.
  20. 20. How to ride the wave of customer data? Online Communities Facebook Contact Centre Surveys Forums Blogs Twitter Emails
  21. 21. ResonateCustomer insight & action platform – across all customer feedback… Customer Experience Monitor Collect Act Discover Improve email blogs comments twitter Customer Data structured NPS forum unstructured COMPLAINTS identity surveys voting facebook Anon. contact centre transcript voice to text Enterprise Data
  22. 22. Qual + Quant = ValueWhat is being said… In what context…
  23. 23. Insight & Action Cycle Listen Improve Act Discover
  24. 24. Social Media Complaint Handling When developing your social strategy aim to be… • Consistent • Responsive • Timely
  25. 25. KLM Rules of Engagement • KLM do a great job of keeping consistency throughout their communications. Each member of their customer service team follows official company policy to:
  26. 26. KLM Web Care• Award-winning webcare• Answer within the hour, 24/7• 5 languages on Facebook/Twitter• Dutch, English, Spanish, German and Japanese
  27. 27. UBank• Skype calls 24/7• Doesn’t use automated responses for social media• Train existing contact centre staff to use social• Goal of 2 hour response time for customer queries
  28. 28. JB HI-FI • Individual stores have Twitter accounts • #jbhelp hashtag • Staff “self-select” for social media engagement • Staff Twitter accounts • Staff given appropriate guidelines & training
  29. 29. Dealing with Negative Comments Start a conversation by acknowledging the problem and demonstrating that you really do care and are serious about getting the problem resolved: • “Im sorry...” • “Thank you” • “Heres some information...” • “Thanks for letting us know...” • “Hi, Ive just noticed your tweet - can I help?” • “That must have been frustrating, how can I help?” Resolving customer complaints across social media and traditional channels – Michael Hill
  30. 30. Dealing with Negative Comments
  31. 31. Escalation Procedures
  32. 32. Final Considerations • What processes has your organisation put in place to deal with social media complaints and minimise risk? • Are you consistent, responsive, timely? • Are the people that manage social media skilled in dealing with customer complaints?
  33. 33. Contact Darren Sharp, Senior Consultant Phone: (02) 9957 9400 Mobile: 0419 314 655