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'Keep Calm & Deal With It' outlines We Are Social's 3As approach to preparing for and handling negative issues in social media, from simple complaints through to full-blown social media #fails. Learn how to define your brand's social media policies and procedures, and start putting an action plan together now so that you're best prepared should a crisis ever hit.
'Keep Calm & Deal With It' outlines We Are Social's 3As approach to preparing for and handling negative issues in social media, from simple complaints through to full-blown social media #fails. Learn how to define your brand's social media policies and procedures, and start putting an action plan together now so that you're best prepared should a crisis ever hit.
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
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
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
BEST BUY’S ‘TWELPFORCE’ BENEFITS 20%
$5M DROP IN COMPLAINTS THROUGH BETTER AND FASTER SERVICE IN ADDED VALUE THROUGH IMPROVED BRAND INFLUENCE AND COST SAVINGS We Are Social • Source: Best Buy / Lithium @eskimon • 23
SO HOW CAN YOU MANAGE
NEGATIVE COMMENTS IN SOCIAL MEDIA? We Are Social @eskimon • 24
THINGS TO INCLUDE IN COMMUNITY
RULES 1 2 DEFINITION OF ‘TROLL’ ACTIVITY AND HOW YOU’LL MANAGE IT 3 HANDLING PROMOTION OF COMPETITORS OR SOLICITATION 4 USE OF PROFANITY OR HATE LANGUAGE (SEXISM, RACISM, ETC.) 5 CRIMINAL ACTIVITY (E.G. FRAUD, LIBEL, HARASSMENT, COPYRIGHT) 6 INAPPROPRIATE CONTENT (E.G. PORNOGRAPHY OR VIOLENCE) 7 SPAM, LINK BAITING, OR PROPAGATION OF VIRUSES OR MALWARE 8 RULES FOR YOUR STAFF, ESPECIALLY AROUND CONFIDENTIALITY 9 MANAGING EXPECTATIONS AROUND RESPONSE TIMES 10 We Are Social LEGAL OR MORAL RESTRICTIONS (E.G. AGE LIMITS) CONTACT DETAILS TO REDIRECT SERIOUS OR PRIVATE ISSUES @eskimon • 35
@$#&! 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
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
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
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 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
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