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KEEP
CALM
AND

DEAL
WITH IT
A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA
SIMON KEMP • WE ARE SOCIAL • SES SINGAPORE • DECEMBER 2013
We Are Social

@eskimon • 1
SIMON KEMP
@eskimon
We Are Social

@eskimon • 2
We Are Social

@eskimon • 3
LONDON
NEW YORK

PARIS

MUNICH
MILAN

SINGAPORE

SÃO PAULO

We Are Social

SYDNEY
@eskimon • 4
We Are Social

@eskimon • 5
</SALES PITCH>

We Are Social

@eskimon • 6
@$#&!	
  

A COMPREHENSIVE
GUIDE TO HANDLING
NEGATIVE COMMENTS
IN SOCIAL MEDIA

We Are Social

@eskimon • 7
CELEBRATING POSITIVE MENTIONS IS ALSO
IMPORTANT, BUT THAT’S ANOTHER TOPIC
We Are Social

@eskimon • 8
RULE #1: IF YOU’RE GOING TO BE
ON SOCIAL, YOU NEED TO BE SOCIAL
We Are Social

@eskimon • 9
THAT MEANS YOU’RE GOING TO NEED
TO INTERACT WITH YOUR AUDIENCES
We Are Social

@eskimon • 10
HOWEVER, YOU CANNOT PLEASE
ALL OF THE PEOPLE ALL OF THE TIME
We Are Social

@eskimon • 11
…AND IF IT CAN GO WRONG,
IT PROBABLY WILL GO WRONG
We Are Social

@eskimon • 12
AVOIDING SOCIAL MEDIA DOES NOT MEAN
YOU AVOID NEGATIVE COMMENTS, THOUGH
We Are Social

@eskimon • 13
…AND IGNORING NEGATIVE COMMENTS
CAN HAVE A NEGATIVE BUSINESS IMPACT
We Are Social

@eskimon • 14
89%
OF US HAVE STOPPED DOING BUSINESS
WITH A BRAND DUE TO POOR SERVICE

We Are Social • Source: Oracle

@eskimon • 15
“

50% OF CONSUMERS EXPECT A
RESPONSE TO A QUESTION WITHIN
ONE WEEK, OR THEY STOP DOING
BUSINESS WITH THEM ALTOGETHER.

We Are Social • Source: Kiss Metrics

@eskimon • 16
THIS YEAR, QUESTIONS ASKED ON
BRAND PAGES HAVE INCREASED BY

85%
We Are Social • Source: SocialBakers

@eskimon • 17
BUT CAREFUL MANAGEMENT OF NEGATIVE
COMMENTS CAN ACTUALLY ADD VALUE
We Are Social

@eskimon • 18
IT’S 7 TIMES CHEAPER TO KEEP AN EXISTING
CUSTOMER THAN IT IS TO WIN A NEW ONE
We Are Social • Source: Bain & Company

@eskimon • 19
RESPONDING PAYS DIVIDENDS

71%
OF CONSUMERS WHO DO
RECEIVE A RESPONSE GO ON
TO RECOMMEND THE BRAND
We Are Social • Source: NM Incite

VS	
  

19%
OF CONSUMERS WHO DO NOT
RECEIVE A RESPONSE GO ON
TO RECOMMEND THE BRAND
@eskimon • 20
“

WHEN COMPANIES RESPOND TO
CUSTOMER SERVICE REQUESTS
IN SOCIAL MEDIA, THOSE
CUSTOMERS SPEND 20% - 40%
MORE WITH THE COMPANY.

We Are Social • Source: Bain & Company

@eskimon • 21
40%
OF UNRESOLVED SOCIAL COMPLAINTS
RESULT IN COSTLY CALL CENTRE CALLS

We Are Social • Source: ClickFox

@eskimon • 22
BEST BUY’S ‘TWELPFORCE’ BENEFITS

20%

$5M

DROP IN COMPLAINTS
THROUGH BETTER AND
FASTER SERVICE

IN ADDED VALUE THROUGH
IMPROVED BRAND INFLUENCE
AND COST SAVINGS

We Are Social • Source: Best Buy / Lithium

@eskimon • 23
SO HOW CAN YOU MANAGE NEGATIVE
COMMENTS IN SOCIAL MEDIA?
We Are Social

@eskimon • 24
ONE RULE TO RULE THEM ALL…
We Are Social

@eskimon • 25
FAILING TO PREPARE IS
PREPARING TO #FAIL
We Are Social

@eskimon • 26
PLAN AHEAD – DON’T WAIT
UNTIL SOMETHING GOES WRONG
We Are Social • ‘Binoculars’ icon: The World We Live In, from The Noun Project

@eskimon • 27
START TODAY BY DEFINING YOUR
POLICIES AND PROCEDURES (P&P)
We Are Social

@eskimon • 28
IDENTIFY WHO WILL BE RESPONSIBLE
FOR DEALING WITH ISSUES IN ADVANCE
We Are Social • ‘Community’ icon: The Noun Project

@eskimon • 29
CREATE A LIST OF EMERGENCY CONTACTS
IN LEGAL, PR AND CORP COMMS TEAMS
We Are Social • ‘Community’ icon: The Noun Project

@eskimon • 30
EDUCATE ALL RELEVANT PEOPLE ON YOUR
P&P, AND REHEARSE A FEW SCENARIOS
We Are Social • ‘Training’ icon: The Noun Project

@eskimon • 31
MAKE SURE EVERYONE CAN FIND THE
P&P EASILY IN THE EVENT OF A CRISIS
We Are Social

@eskimon • 32
?
BUT WHAT SHOULD YOUR P&P DEFINE?
We Are Social

@eskimon • 33
FIRSTLY, IT SHOULD SET THE HOUSE RULES
FOR YOUR SOCIAL MEDIA COMMUNITIES
We Are Social

@eskimon • 34
THINGS TO INCLUDE IN COMMUNITY RULES
1
2

DEFINITION OF ‘TROLL’ ACTIVITY AND HOW YOU’LL MANAGE IT

3

HANDLING PROMOTION OF COMPETITORS OR SOLICITATION

4

USE OF PROFANITY OR HATE LANGUAGE (SEXISM, RACISM, ETC.)

5

CRIMINAL ACTIVITY (E.G. FRAUD, LIBEL, HARASSMENT, COPYRIGHT)

6

INAPPROPRIATE CONTENT (E.G. PORNOGRAPHY OR VIOLENCE)

7

SPAM, LINK BAITING, OR PROPAGATION OF VIRUSES OR MALWARE

8

RULES FOR YOUR STAFF, ESPECIALLY AROUND CONFIDENTIALITY

9

MANAGING EXPECTATIONS AROUND RESPONSE TIMES

10

We Are Social

LEGAL OR MORAL RESTRICTIONS (E.G. AGE LIMITS)

CONTACT DETAILS TO REDIRECT SERIOUS OR PRIVATE ISSUES
@eskimon • 35
SENSE CHECK WHETHER RULES OR THEIR
DEFINITION COULD CREATE OTHER ISSUES
We Are Social

@eskimon • 36
@$#&!	
  

NEXT, DEFINE YOUR APPROACH TO
DEALING WITH NEGATIVE INCIDENTS
We Are Social

@eskimon • 37
WE ARE SOCIAL’S ‘3AS’ APPROACH

ALERT

ASSESS

ACT

IDENTIFY ISSUES AS
EARLY AS POSSIBLE,
IDEALLY BEFORE THEY
ESCALATE

DETERMINE THE
SEVERITY OF EACH ISSUE,
AND INVOLVE RELEVANT
STAKEHOLDERS

MANAGE EACH ISSUE
AS EFFICIENTLY AND
EFFECTIVELY AS
POSSIBLE

We Are Social • ‘Radar’ icon: The Noun Project

@eskimon • 38
ALERT
We Are Social

@eskimon • 39
FIRST, DECIDE HOW YOU’LL MONITOR
SOCIAL MEDIA FOR RELEVANT MENTIONS
We Are Social

@eskimon • 40
SELECT THE RIGHT SOCIAL MEDIA
LISTENING TOOL FOR YOUR NEEDS
We Are Social • ‘Radar’ icon: The Noun Project

@eskimon • 41
TOOLS FOR EVERY BUDGET

ENTRY LEVEL

INTERMEDIATE

ADVANCED

READING THROUGH
POSTS ON SOCIAL MEDIA
SITES AND SETTING UP
GOOGLE ALERTS

USING FREE OR
LOW-COST TOOLS TO
AUTO-IDENTIFY SPECIFIC
BRAND MENTIONS

INVESTING IN
PROFESSIONAL TOOLS
TO AUTO-IDENTIFY AND
TRACK MENTIONS

We Are Social

@eskimon • 42
WHAT SHOULD YOU LISTEN FOR?

DIRECT

RELATED

SPECIFIC BRAND
OR PRODUCT
NAME MENTIONS
We Are Social

SECONDARY
OTHER BRANDRELEVANT MENTIONS
(E.G. CEO’S NAME)

MENTIONS OF OTHER
IMPORTANT ELEMENTS
(E.G. COMPETITORS)
@eskimon • 43
IDENTIFY WHO WILL BE RESPONSIBLE FOR
LISTENING AND MONITORING ACTIVITIES
We Are Social • ‘Community’ icon: The Noun Project

@eskimon • 44
WHERE SHOULD YOU LISTEN?

OWNED
CONVERSATIONS PEOPLE HAVE
WITH YOU IN CHANNELS YOU
OWN OR CONTROL
We Are Social • ‘Head’ icon: The Noun Project

&	
  

ORGANIC
CONVERSATIONS PEOPLE HAVE
ABOUT YOU IN CHANNELS YOU
DO NOT OWN OR CONTROL
@eskimon • 45
WHEN SHOULD YOU LISTEN?

AUTOMATED

AT INTERVALS

SET UP AUTO-ALERTS THAT
TRIGGER AN ACTION WHEN
SOMETHING IMPORTANT
HAPPENS

TASK A PERSON TO CHECK
MENTIONS AT REGULAR
INTERVALS TO IDENTIFY THE
NEED FOR ACTION

We Are Social • ‘Radar’ icon: The Noun Project

@eskimon • 46
ASSESS
We Are Social

@eskimon • 47
CAPTURE RELEVANT ACTIVITY AS SOON AS
YOU SEE IT IN CASE SOMETHING CHANGES
We Are Social

@eskimon • 48
!	
  
DETERMINE THE SEVERITY
OF THE INCIDENT
We Are Social

@eskimon • 49
A SIMPLE ASSESSMENT FRAMEWORK
NO INCIDENT (HANDLE AS NORMAL COMMUNITY ACTIVITY)
IGNORE (‘TROLL’ ACTIVITY – DOES NOT MERIT A RESPONSE)
DELETE (ACTIVITY THAT CONTRAVENES GROUND RULES ONLY)
ACKNOWLEDGE (RESOLUTION NOT REQUIRED OR NOT POSSIBLE)
RESOLVE DIRECTLY
ESCALATION REQUIRED
EMERGENCY (CALL THE CEO)
We Are Social

@eskimon • 50
DOES THE ISSUE NEED A RESOLUTION,
OR JUST AN EMPATHETIC RESPONSE?
We Are Social

@eskimon • 51
WATCH OUT FOR WILDFIRES – ISSUES
THAT OTHER PEOPLE FUEL AND SHARE
We Are Social

@eskimon • 52
NEVER FEED THE TROLLS
We Are Social

@eskimon • 53
BEWARE OF LEGAL AND REGULATORY
REQUIREMENTS AND RESTRICTIONS
We Are Social • ‘Legal’ icon: The Noun Project

@eskimon • 54
ASSIGN OR ESCALATE ANY ISSUES
WHERE NECESSARY (AS PER YOUR P&P)
We Are Social

@eskimon • 55
CONSIDER ETHICAL ISSUES (E.G. SHOULD
AN ALCOHOL BRAND REPLY TO MINORS?)
We Are Social

@eskimon • 56
LOG INCIDENTS FOR LATER REFERENCE,
AND TO IDENTIFY TRAINING OPPORTUNITIES
We Are Social

@eskimon • 57
ACT
We Are Social

@eskimon • 58
BEFORE YOU DO ANYTHING, TAKE
A DEEP BREATH AND COUNT TO TEN
We Are Social

@eskimon • 59
HOW YOU HANDLE THE ISSUE IS OFTEN
MORE IMPORTANT THAN THE ISSUE ITSELF
We Are Social

@eskimon • 60
GREAT RESPONSE GUIDELINES
BE TIMELY: RESPOND QUICKLY BUT CAREFULLY
BE ATTENTIVE: THINK AND ACT LIKE A 5-STAR CONCIERGE
BE EMPATHETIC: SHOW PEOPLE YOU CARE ABOUT HELPING
BE INSIGHTFUL: IDENTIFY THE REAL ISSUE – CAUSE vs. SYMPTOMS
MANAGE EXPECTATIONS: ON TIMING AND POTENTIAL OUTCOMES
WORK WITH DIFFERENT TEAMS TO DELIVER A RESOLUTION
COMMUNICATE IN WAYS THAT HELP OTHER PEOPLE TOO
BE AUTHENTIC: REINFORCE THE BRAND, BUT ACT LIKE A HUMAN
We Are Social

@eskimon • 61
DON’T OVERREACT, AND
NEVER LOSE YOUR TEMPER
We Are Social

@eskimon • 62
USE PERSONALITY AND HUMOUR WHERE
POSSIBLE, BUT BE CAREFUL AND SENSITIVE
We Are Social

@eskimon • 63
89%
OF CUSTOMERS ARE ‘MORE SATISFIED’
WHEN THEY GET A QUICK RESPONSE

We Are Social • Source: Synthetix

@eskimon • 64
“QUICK”?
We Are Social

@eskimon • 65
DON’T DELAY YOUR INITIAL RESPONSE

32%

42%

OF CONSUMERS
EXPECT A RESPONSE
WITHIN 30 MINUTES

OF CONSUMERS
EXPECT A RESPONSE
WITHIN ONE HOUR

We Are Social • Source: Social Habit

@eskimon • 66
BUT THERE’S A SUBTLE DISTINCTION

RESPONSE
LETTING PEOPLE KNOW
THAT YOU’VE SEEN THEIR
POST AND THAT YOU’RE
FOLLOWING UP
We Are Social

VS	
  

RESOLUTION
ADDRESSING THE
UNDERLYING ISSUES AND
DELIVERING SOME FORM
OF ACTUAL RESOLUTION
@eskimon • 67
START WITH A SIMPLE ACKNOWLEDGEMENT
TO SHOW PEOPLE YOU’RE WORKING ON IT
We Are Social

@eskimon • 68
LET PEOPLE KNOW THAT THEIR FEEDBACK
IS GENUINELY IMPORTANT TO THE BRAND
We Are Social

@eskimon • 69
PEOPLE WHO TAKE THE TIME TO COMPLAIN
LIKELY CARE ABOUT MAKING A DIFFERENCE
We Are Social

@eskimon • 70
IDENTIFY HOW LONG A RESOLUTION WILL
TAKE, AND SET PEOPLE’S EXPECTATIONS
We Are Social

@eskimon • 71
IT’S OFTEN WISE TO CRAFT BEST PRACTICE
RESPONSES TO COMMON ISSUES UPFRONT
We Are Social

@eskimon • 72
ASIDE: IF IT’S A ‘COMMON ISSUE’,
IT’S BETTER TO FIX THE ISSUE’S CAUSE
We Are Social

@eskimon • 73
IF NECESSARY, POST AN APPROPRIATE,
PUBLIC, PERSONALISED HOLDING MESSAGE
We Are Social

@eskimon • 74
…BUT AVOID ‘STOCK’ RESPONSES THAT
LACK EMPATHY AND IRRITATE PEOPLE
We Are Social

@eskimon • 75
TREAT EVERYONE WITH THE CARE AND
ATTENTION OF A 5-STAR HOTEL CONCIERGE
We Are Social • Icon adapted from ‘Community’, The Noun Project

@eskimon • 76
WHERE POSSIBLE, TAKE THE RESOLUTION
CONVERSATION SOMEWHERE PRIVATE
We Are Social • ‘Padlock’ icon: The Noun Project

@eskimon • 77
THIS IS TO ENSURE YOU DELIVER THE BEST
SERVICE, NOT SO YOU CAN HIDE THINGS
We Are Social

@eskimon • 78
GATHER ALL OF THE FACTS, AND MAKE
GENTLE CORRECTIONS WHERE NECESSARY
We Are Social

@eskimon • 79
HOWEVER, REMEMBER THAT EMOTIONS
AREN’T RATIONAL, SO EMPATHY IS CRITICAL
We Are Social

@eskimon • 80
SORRY	
  

APOLOGISE WHENEVER THE BRAND IS AT
FAULT, BUT BEWARE OF LEGAL IMPLICATIONS
We Are Social

@eskimon • 81
TRACK PROGRESS TOWARDS RESOLUTION
AND KEEP ALL INVOLVED PARTIES UPDATED
We Are Social

@eskimon • 82
IDENTIFY HOW, WHERE AND WHEN YOU’LL
COMMUNICATE THE EVENTUAL RESOLUTION
We Are Social

@eskimon • 83
THINK BEFORE YOU ACT!
We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project

@eskimon • 84
COULD THE RESPONSE BE MISINTERPRETED,
OR EVEN MAKE THE SITUATION WORSE?
We Are Social

@eskimon • 85
IT’S WISE TO GET A SECOND OPINION
BEFORE REPLYING TO SENSITIVE ISSUES
We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project

@eskimon • 86
MAKE SURE YOU UNDERSTAND THE LEGAL
IMPLICATIONS OF YOUR RESPONSE
We Are Social • ‘Legal’ icon: The Noun Project

@eskimon • 87
ENSURE YOUR RESPONSES REINFORCE
YOUR BRAND’S VALUES AND POSITIONING
We Are Social

@eskimon • 88
WHEREVER RELEVANT, POST A PUBLIC
FOLLOW-UP TO THE ORIGINAL MENTION TOO
We Are Social

@eskimon • 89
KEEP MONITORING FOR FURTHER
FEEDBACK OR AN EVOLUTION TO THE ISSUE
We Are Social • ‘Head’ icon: The Noun Project

@eskimon • 90
WORK WITH INTERNAL TEAMS TO ADDRESS
THE CAUSE(S) OF THE UNDERLYING ISSUE(S)
We Are Social

@eskimon • 91
GETTING
STARTED
TODAY
We Are Social

@eskimon • 92
3AS: SET-UP CHECKLIST
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
¨ 
We Are Social

1. 

DEFINE YOUR COMMUNITY ‘HOUSE RULES’

2. 

SELECT THE RIGHT LISTENING TOOL(S) FOR YOUR NEEDS

3. 

IDENTIFY THE PEOPLE RESPONSIBLE FOR MONITORING

4. 

IDENTIFY AND ENGAGE YOUR EMERGENCY CONTACTS

5. 

AGREE WHAT YOU SHOULD MONITOR FOR

6. 

DETERMINE WHICH CHANNELS TO MONITOR

7. 

SPECIFY YOUR MONITORING SCHEDULE (AUTOMATED OR HUMAN)

8. 

UNDERSTAND LEGAL, REGULATORY AND ETHICAL REQUIREMENTS

9. 

CREATE YOUR INCIDENT SEVERITY FRAMEWORK / CLASSIFICATION

10.  DEFINE YOUR INCIDENT LOGGING PROCESS AND PROTOCOLS
11. 

SET BENCHMARK RESPONSE TIMES

12.  RECOMMEND RESPONSE APPROACH BY SOCIAL PLATFORM
13.  DEFINE BRAND VOICE AND TONALITY FOR RESPONSES
14.  IDENTIFY COMMON ISSUES AND DEFINE BEST PRACTICE RESPONSES
15.  IDENTIFY THE RELEVANT PRIVATE FORUM FOR HANDLING ISSUES
16.  DEVISE FEEDBACK LOOP TO HELP REMEDY UNDERLYING CAUSES
@eskimon • 93
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG

We Are Social

@eskimon • 94
SIMON KEMP, MANAGING DIRECTOR, WE ARE SOCIAL
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

We Are Social

@eskimon • 95

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Social Media Crisis Management

  • 1. KEEP CALM AND DEAL WITH IT A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA SIMON KEMP • WE ARE SOCIAL • SES SINGAPORE • DECEMBER 2013 We Are Social @eskimon • 1
  • 2. SIMON KEMP @eskimon We Are Social @eskimon • 2
  • 6. </SALES PITCH> We Are Social @eskimon • 6
  • 7. @$#&!   A COMPREHENSIVE GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA We Are Social @eskimon • 7
  • 8. CELEBRATING POSITIVE MENTIONS IS ALSO IMPORTANT, BUT THAT’S ANOTHER TOPIC We Are Social @eskimon • 8
  • 9. RULE #1: IF YOU’RE GOING TO BE ON SOCIAL, YOU NEED TO BE SOCIAL We Are Social @eskimon • 9
  • 10. THAT MEANS YOU’RE GOING TO NEED TO INTERACT WITH YOUR AUDIENCES We Are Social @eskimon • 10
  • 11. HOWEVER, YOU CANNOT PLEASE ALL OF THE PEOPLE ALL OF THE TIME We Are Social @eskimon • 11
  • 12. …AND IF IT CAN GO WRONG, IT PROBABLY WILL GO WRONG We Are Social @eskimon • 12
  • 13. AVOIDING SOCIAL MEDIA DOES NOT MEAN YOU AVOID NEGATIVE COMMENTS, THOUGH We Are Social @eskimon • 13
  • 14. …AND IGNORING NEGATIVE COMMENTS CAN HAVE A NEGATIVE BUSINESS IMPACT We Are Social @eskimon • 14
  • 15. 89% OF US HAVE STOPPED DOING BUSINESS WITH A BRAND DUE TO POOR SERVICE We Are Social • Source: Oracle @eskimon • 15
  • 16. “ 50% OF CONSUMERS EXPECT A RESPONSE TO A QUESTION WITHIN ONE WEEK, OR THEY STOP DOING BUSINESS WITH THEM ALTOGETHER. We Are Social • Source: Kiss Metrics @eskimon • 16
  • 17. THIS YEAR, QUESTIONS ASKED ON BRAND PAGES HAVE INCREASED BY 85% We Are Social • Source: SocialBakers @eskimon • 17
  • 18. BUT CAREFUL MANAGEMENT OF NEGATIVE COMMENTS CAN ACTUALLY ADD VALUE We Are Social @eskimon • 18
  • 19. IT’S 7 TIMES CHEAPER TO KEEP AN EXISTING CUSTOMER THAN IT IS TO WIN A NEW ONE We Are Social • Source: Bain & Company @eskimon • 19
  • 20. RESPONDING PAYS DIVIDENDS 71% OF CONSUMERS WHO DO RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND We Are Social • Source: NM Incite VS   19% OF CONSUMERS WHO DO NOT RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND @eskimon • 20
  • 21. “ WHEN COMPANIES RESPOND TO CUSTOMER SERVICE REQUESTS IN SOCIAL MEDIA, THOSE CUSTOMERS SPEND 20% - 40% MORE WITH THE COMPANY. We Are Social • Source: Bain & Company @eskimon • 21
  • 22. 40% OF UNRESOLVED SOCIAL COMPLAINTS RESULT IN COSTLY CALL CENTRE CALLS We Are Social • Source: ClickFox @eskimon • 22
  • 23. BEST BUY’S ‘TWELPFORCE’ BENEFITS 20% $5M DROP IN COMPLAINTS THROUGH BETTER AND FASTER SERVICE IN ADDED VALUE THROUGH IMPROVED BRAND INFLUENCE AND COST SAVINGS We Are Social • Source: Best Buy / Lithium @eskimon • 23
  • 24. SO HOW CAN YOU MANAGE NEGATIVE COMMENTS IN SOCIAL MEDIA? We Are Social @eskimon • 24
  • 25. ONE RULE TO RULE THEM ALL… We Are Social @eskimon • 25
  • 26. FAILING TO PREPARE IS PREPARING TO #FAIL We Are Social @eskimon • 26
  • 27. PLAN AHEAD – DON’T WAIT UNTIL SOMETHING GOES WRONG We Are Social • ‘Binoculars’ icon: The World We Live In, from The Noun Project @eskimon • 27
  • 28. START TODAY BY DEFINING YOUR POLICIES AND PROCEDURES (P&P) We Are Social @eskimon • 28
  • 29. IDENTIFY WHO WILL BE RESPONSIBLE FOR DEALING WITH ISSUES IN ADVANCE We Are Social • ‘Community’ icon: The Noun Project @eskimon • 29
  • 30. CREATE A LIST OF EMERGENCY CONTACTS IN LEGAL, PR AND CORP COMMS TEAMS We Are Social • ‘Community’ icon: The Noun Project @eskimon • 30
  • 31. EDUCATE ALL RELEVANT PEOPLE ON YOUR P&P, AND REHEARSE A FEW SCENARIOS We Are Social • ‘Training’ icon: The Noun Project @eskimon • 31
  • 32. MAKE SURE EVERYONE CAN FIND THE P&P EASILY IN THE EVENT OF A CRISIS We Are Social @eskimon • 32
  • 33. ? BUT WHAT SHOULD YOUR P&P DEFINE? We Are Social @eskimon • 33
  • 34. FIRSTLY, IT SHOULD SET THE HOUSE RULES FOR YOUR SOCIAL MEDIA COMMUNITIES We Are Social @eskimon • 34
  • 35. THINGS TO INCLUDE IN COMMUNITY RULES 1 2 DEFINITION OF ‘TROLL’ ACTIVITY AND HOW YOU’LL MANAGE IT 3 HANDLING PROMOTION OF COMPETITORS OR SOLICITATION 4 USE OF PROFANITY OR HATE LANGUAGE (SEXISM, RACISM, ETC.) 5 CRIMINAL ACTIVITY (E.G. FRAUD, LIBEL, HARASSMENT, COPYRIGHT) 6 INAPPROPRIATE CONTENT (E.G. PORNOGRAPHY OR VIOLENCE) 7 SPAM, LINK BAITING, OR PROPAGATION OF VIRUSES OR MALWARE 8 RULES FOR YOUR STAFF, ESPECIALLY AROUND CONFIDENTIALITY 9 MANAGING EXPECTATIONS AROUND RESPONSE TIMES 10 We Are Social LEGAL OR MORAL RESTRICTIONS (E.G. AGE LIMITS) CONTACT DETAILS TO REDIRECT SERIOUS OR PRIVATE ISSUES @eskimon • 35
  • 36. SENSE CHECK WHETHER RULES OR THEIR DEFINITION COULD CREATE OTHER ISSUES We Are Social @eskimon • 36
  • 37. @$#&!   NEXT, DEFINE YOUR APPROACH TO DEALING WITH NEGATIVE INCIDENTS We Are Social @eskimon • 37
  • 38. WE ARE SOCIAL’S ‘3AS’ APPROACH ALERT ASSESS ACT IDENTIFY ISSUES AS EARLY AS POSSIBLE, IDEALLY BEFORE THEY ESCALATE DETERMINE THE SEVERITY OF EACH ISSUE, AND INVOLVE RELEVANT STAKEHOLDERS MANAGE EACH ISSUE AS EFFICIENTLY AND EFFECTIVELY AS POSSIBLE We Are Social • ‘Radar’ icon: The Noun Project @eskimon • 38
  • 40. FIRST, DECIDE HOW YOU’LL MONITOR SOCIAL MEDIA FOR RELEVANT MENTIONS We Are Social @eskimon • 40
  • 41. SELECT THE RIGHT SOCIAL MEDIA LISTENING TOOL FOR YOUR NEEDS We Are Social • ‘Radar’ icon: The Noun Project @eskimon • 41
  • 42. TOOLS FOR EVERY BUDGET ENTRY LEVEL INTERMEDIATE ADVANCED READING THROUGH POSTS ON SOCIAL MEDIA SITES AND SETTING UP GOOGLE ALERTS USING FREE OR LOW-COST TOOLS TO AUTO-IDENTIFY SPECIFIC BRAND MENTIONS INVESTING IN PROFESSIONAL TOOLS TO AUTO-IDENTIFY AND TRACK MENTIONS We Are Social @eskimon • 42
  • 43. WHAT SHOULD YOU LISTEN FOR? DIRECT RELATED SPECIFIC BRAND OR PRODUCT NAME MENTIONS We Are Social SECONDARY OTHER BRANDRELEVANT MENTIONS (E.G. CEO’S NAME) MENTIONS OF OTHER IMPORTANT ELEMENTS (E.G. COMPETITORS) @eskimon • 43
  • 44. IDENTIFY WHO WILL BE RESPONSIBLE FOR LISTENING AND MONITORING ACTIVITIES We Are Social • ‘Community’ icon: The Noun Project @eskimon • 44
  • 45. WHERE SHOULD YOU LISTEN? OWNED CONVERSATIONS PEOPLE HAVE WITH YOU IN CHANNELS YOU OWN OR CONTROL We Are Social • ‘Head’ icon: The Noun Project &   ORGANIC CONVERSATIONS PEOPLE HAVE ABOUT YOU IN CHANNELS YOU DO NOT OWN OR CONTROL @eskimon • 45
  • 46. WHEN SHOULD YOU LISTEN? AUTOMATED AT INTERVALS SET UP AUTO-ALERTS THAT TRIGGER AN ACTION WHEN SOMETHING IMPORTANT HAPPENS TASK A PERSON TO CHECK MENTIONS AT REGULAR INTERVALS TO IDENTIFY THE NEED FOR ACTION We Are Social • ‘Radar’ icon: The Noun Project @eskimon • 46
  • 48. CAPTURE RELEVANT ACTIVITY AS SOON AS YOU SEE IT IN CASE SOMETHING CHANGES We Are Social @eskimon • 48
  • 49. !   DETERMINE THE SEVERITY OF THE INCIDENT We Are Social @eskimon • 49
  • 50. A SIMPLE ASSESSMENT FRAMEWORK NO INCIDENT (HANDLE AS NORMAL COMMUNITY ACTIVITY) IGNORE (‘TROLL’ ACTIVITY – DOES NOT MERIT A RESPONSE) DELETE (ACTIVITY THAT CONTRAVENES GROUND RULES ONLY) ACKNOWLEDGE (RESOLUTION NOT REQUIRED OR NOT POSSIBLE) RESOLVE DIRECTLY ESCALATION REQUIRED EMERGENCY (CALL THE CEO) We Are Social @eskimon • 50
  • 51. DOES THE ISSUE NEED A RESOLUTION, OR JUST AN EMPATHETIC RESPONSE? We Are Social @eskimon • 51
  • 52. WATCH OUT FOR WILDFIRES – ISSUES THAT OTHER PEOPLE FUEL AND SHARE We Are Social @eskimon • 52
  • 53. NEVER FEED THE TROLLS We Are Social @eskimon • 53
  • 54. BEWARE OF LEGAL AND REGULATORY REQUIREMENTS AND RESTRICTIONS We Are Social • ‘Legal’ icon: The Noun Project @eskimon • 54
  • 55. ASSIGN OR ESCALATE ANY ISSUES WHERE NECESSARY (AS PER YOUR P&P) We Are Social @eskimon • 55
  • 56. CONSIDER ETHICAL ISSUES (E.G. SHOULD AN ALCOHOL BRAND REPLY TO MINORS?) We Are Social @eskimon • 56
  • 57. LOG INCIDENTS FOR LATER REFERENCE, AND TO IDENTIFY TRAINING OPPORTUNITIES We Are Social @eskimon • 57
  • 59. BEFORE YOU DO ANYTHING, TAKE A DEEP BREATH AND COUNT TO TEN We Are Social @eskimon • 59
  • 60. HOW YOU HANDLE THE ISSUE IS OFTEN MORE IMPORTANT THAN THE ISSUE ITSELF We Are Social @eskimon • 60
  • 61. GREAT RESPONSE GUIDELINES BE TIMELY: RESPOND QUICKLY BUT CAREFULLY BE ATTENTIVE: THINK AND ACT LIKE A 5-STAR CONCIERGE BE EMPATHETIC: SHOW PEOPLE YOU CARE ABOUT HELPING BE INSIGHTFUL: IDENTIFY THE REAL ISSUE – CAUSE vs. SYMPTOMS MANAGE EXPECTATIONS: ON TIMING AND POTENTIAL OUTCOMES WORK WITH DIFFERENT TEAMS TO DELIVER A RESOLUTION COMMUNICATE IN WAYS THAT HELP OTHER PEOPLE TOO BE AUTHENTIC: REINFORCE THE BRAND, BUT ACT LIKE A HUMAN We Are Social @eskimon • 61
  • 62. DON’T OVERREACT, AND NEVER LOSE YOUR TEMPER We Are Social @eskimon • 62
  • 63. USE PERSONALITY AND HUMOUR WHERE POSSIBLE, BUT BE CAREFUL AND SENSITIVE We Are Social @eskimon • 63
  • 64. 89% OF CUSTOMERS ARE ‘MORE SATISFIED’ WHEN THEY GET A QUICK RESPONSE We Are Social • Source: Synthetix @eskimon • 64
  • 66. DON’T DELAY YOUR INITIAL RESPONSE 32% 42% OF CONSUMERS EXPECT A RESPONSE WITHIN 30 MINUTES OF CONSUMERS EXPECT A RESPONSE WITHIN ONE HOUR We Are Social • Source: Social Habit @eskimon • 66
  • 67. BUT THERE’S A SUBTLE DISTINCTION RESPONSE LETTING PEOPLE KNOW THAT YOU’VE SEEN THEIR POST AND THAT YOU’RE FOLLOWING UP We Are Social VS   RESOLUTION ADDRESSING THE UNDERLYING ISSUES AND DELIVERING SOME FORM OF ACTUAL RESOLUTION @eskimon • 67
  • 68. START WITH A SIMPLE ACKNOWLEDGEMENT TO SHOW PEOPLE YOU’RE WORKING ON IT We Are Social @eskimon • 68
  • 69. LET PEOPLE KNOW THAT THEIR FEEDBACK IS GENUINELY IMPORTANT TO THE BRAND We Are Social @eskimon • 69
  • 70. PEOPLE WHO TAKE THE TIME TO COMPLAIN LIKELY CARE ABOUT MAKING A DIFFERENCE We Are Social @eskimon • 70
  • 71. IDENTIFY HOW LONG A RESOLUTION WILL TAKE, AND SET PEOPLE’S EXPECTATIONS We Are Social @eskimon • 71
  • 72. IT’S OFTEN WISE TO CRAFT BEST PRACTICE RESPONSES TO COMMON ISSUES UPFRONT We Are Social @eskimon • 72
  • 73. ASIDE: IF IT’S A ‘COMMON ISSUE’, IT’S BETTER TO FIX THE ISSUE’S CAUSE We Are Social @eskimon • 73
  • 74. IF NECESSARY, POST AN APPROPRIATE, PUBLIC, PERSONALISED HOLDING MESSAGE We Are Social @eskimon • 74
  • 75. …BUT AVOID ‘STOCK’ RESPONSES THAT LACK EMPATHY AND IRRITATE PEOPLE We Are Social @eskimon • 75
  • 76. TREAT EVERYONE WITH THE CARE AND ATTENTION OF A 5-STAR HOTEL CONCIERGE We Are Social • Icon adapted from ‘Community’, The Noun Project @eskimon • 76
  • 77. WHERE POSSIBLE, TAKE THE RESOLUTION CONVERSATION SOMEWHERE PRIVATE We Are Social • ‘Padlock’ icon: The Noun Project @eskimon • 77
  • 78. THIS IS TO ENSURE YOU DELIVER THE BEST SERVICE, NOT SO YOU CAN HIDE THINGS We Are Social @eskimon • 78
  • 79. GATHER ALL OF THE FACTS, AND MAKE GENTLE CORRECTIONS WHERE NECESSARY We Are Social @eskimon • 79
  • 80. HOWEVER, REMEMBER THAT EMOTIONS AREN’T RATIONAL, SO EMPATHY IS CRITICAL We Are Social @eskimon • 80
  • 81. SORRY   APOLOGISE WHENEVER THE BRAND IS AT FAULT, BUT BEWARE OF LEGAL IMPLICATIONS We Are Social @eskimon • 81
  • 82. TRACK PROGRESS TOWARDS RESOLUTION AND KEEP ALL INVOLVED PARTIES UPDATED We Are Social @eskimon • 82
  • 83. IDENTIFY HOW, WHERE AND WHEN YOU’LL COMMUNICATE THE EVENTUAL RESOLUTION We Are Social @eskimon • 83
  • 84. THINK BEFORE YOU ACT! We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project @eskimon • 84
  • 85. COULD THE RESPONSE BE MISINTERPRETED, OR EVEN MAKE THE SITUATION WORSE? We Are Social @eskimon • 85
  • 86. IT’S WISE TO GET A SECOND OPINION BEFORE REPLYING TO SENSITIVE ISSUES We Are Social • ‘Head’ and ‘Gears’ icons: The Noun Project @eskimon • 86
  • 87. MAKE SURE YOU UNDERSTAND THE LEGAL IMPLICATIONS OF YOUR RESPONSE We Are Social • ‘Legal’ icon: The Noun Project @eskimon • 87
  • 88. ENSURE YOUR RESPONSES REINFORCE YOUR BRAND’S VALUES AND POSITIONING We Are Social @eskimon • 88
  • 89. WHEREVER RELEVANT, POST A PUBLIC FOLLOW-UP TO THE ORIGINAL MENTION TOO We Are Social @eskimon • 89
  • 90. KEEP MONITORING FOR FURTHER FEEDBACK OR AN EVOLUTION TO THE ISSUE We Are Social • ‘Head’ icon: The Noun Project @eskimon • 90
  • 91. WORK WITH INTERNAL TEAMS TO ADDRESS THE CAUSE(S) OF THE UNDERLYING ISSUE(S) We Are Social @eskimon • 91
  • 93. 3AS: SET-UP CHECKLIST ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  We Are Social 1.  DEFINE YOUR COMMUNITY ‘HOUSE RULES’ 2.  SELECT THE RIGHT LISTENING TOOL(S) FOR YOUR NEEDS 3.  IDENTIFY THE PEOPLE RESPONSIBLE FOR MONITORING 4.  IDENTIFY AND ENGAGE YOUR EMERGENCY CONTACTS 5.  AGREE WHAT YOU SHOULD MONITOR FOR 6.  DETERMINE WHICH CHANNELS TO MONITOR 7.  SPECIFY YOUR MONITORING SCHEDULE (AUTOMATED OR HUMAN) 8.  UNDERSTAND LEGAL, REGULATORY AND ETHICAL REQUIREMENTS 9.  CREATE YOUR INCIDENT SEVERITY FRAMEWORK / CLASSIFICATION 10.  DEFINE YOUR INCIDENT LOGGING PROCESS AND PROTOCOLS 11.  SET BENCHMARK RESPONSE TIMES 12.  RECOMMEND RESPONSE APPROACH BY SOCIAL PLATFORM 13.  DEFINE BRAND VOICE AND TONALITY FOR RESPONSES 14.  IDENTIFY COMMON ISSUES AND DEFINE BEST PRACTICE RESPONSES 15.  IDENTIFY THE RELEVANT PRIVATE FORUM FOR HANDLING ISSUES 16.  DEVISE FEEDBACK LOOP TO HELP REMEDY UNDERLYING CAUSES @eskimon • 93
  • 94. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG We Are Social @eskimon • 94
  • 95. SIMON KEMP, MANAGING DIRECTOR, WE ARE SOCIAL @ESKIMON SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social @eskimon • 95