e-reputation, monitoring et gestion de crise

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Présentation donnée dans le cadre de la formation "spécialiste en médias sociaux et communautés en ligne" #SMSCL: e-reputation, monitoring et gestion de crise

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e-reputation, monitoring et gestion de crise

  1. 1. E-réputation, monitoring et gestion de criseYan Luong16/03/2013
  2. 2. UNE CRISE SUR LESMÉDIAS SOCIAUXImprévisibleCourteConséquences potentiellement importantesSource offline
  3. 3. ENJEUX Customer Réputation Service Community Rumeurs Management
  4. 4. CONSÉQUENCES83% des personnes s’étant plaintes via Twitter ontdéclaré apprécier ou aimer la réponse del’entreprise33% des personnes ayant publié un commentairenégatif changent d’opinion lorsqu’on leur répond70% des entreprises ignorent les plaintes de leursclients en ligne50% des consommateurs n’ayant pas eu deréponse déclarent qu’ils n’achèteront plusSource: Reputation Squad
  5. 5. LE CADRE DERÉFÉRENCE Pre-Crisis During Crisis Post Crisis • Know your • Monitor • Monitor communities • Assess • Assess and • Detect • Act evaluate • Organize internally
  6. 6. GET READY
  7. 7. SE PRÉPARER Social Media Social Media Monitoring Guidelines Coverage Owned Social Media Community Media Training Building Outlets Crisis Content Management Strategy Processes
  8. 8. MONITORING
  9. 9. MONITORINGVeille médiatiqueVeille concurrentielleIntelligence économiqueEtude du consommateurSuivi de campagneGestion de la réputationSuivi d’activité
  10. 10. LES OUTILS Sémantique Objectifs Quantitatif Qualitatif
  11. 11. SOCIAL MEDIAMONITORING TOOLS
  12. 12. SOURCES, TIMELINE, INFLUENCE LEVEL
  13. 13. COMPETITIONMONITORING
  14. 14. ORGANIZATION’SMEMBERS
  15. 15. WORDCLOUDS
  16. 16. SOCIALMEDIAGUIDELINES
  17. 17. POLITIQUE D’USAGEINTERNE
  18. 18. POLITIQUE D’USAGEEXTERNE
  19. 19. MATRICEDÉCISIONNELLE
  20. 20. MATRICEDÉCISIONNELLE
  21. 21. MATRICEDÉCISIONNELLE
  22. 22. SOCIALMEDIACOVERAGE
  23. 23. COUVERTURECONTINUERessourcesPlanification / suppléanceDiffusion de la stratégie MS à l’interne
  24. 24. SOCIALMEDIATRAINING
  25. 25. TRAIN THE STAFFACCORDING TORESPONSABILITY LEVELWhat is social media? General InformationWhy does it matter? Personal UsageHow do I use it?What is EPFL’s policy? PracticionersHow do I engage with my community? Basic Professional UsageHow are different departments using it?What is EPFL’s social media strategy? SpecialistsDealing with a crisis Advanced Professional usageCommunity management… Framework
  26. 26. COMMUNITYBUILDING
  27. 27. LES AMBASSADEURS
  28. 28. DÉTECTION DESAMBASSADEURS
  29. 29. DÉTECTION DESAMBASSADEURS
  30. 30. IDENTIFICATION DESAMBASSADEURS
  31. 31. OWNEDMEDIAOUTLETS
  32. 32. OWNED MEDIAOUTLETS Social Website Media Ecosystem SEO
  33. 33. CONTENTSTRATEGY
  34. 34. EN AVOIR SOUS LECOUDEParler d’autre choseNe pas minimiser la gravité de la situationL’importance de la communauté préexistante à lacrise
  35. 35. GARDER SON SANGFROID
  36. 36. SAVOIR QUAND SERETIRER
  37. 37. CRISISMANAGEMENTPROCESSES
  38. 38. CRISIS MANAGEMENTPROCESSESEvaluation des risquesSimulations(Media) TrainingStaff Interne vs. ExterneProcédures, Rôles et ResponsabilitésCellule de crise pluridisciplinaireCapacité décisionnelleTéléphone rouge
  39. 39. POST CRISISANALYSIS
  40. 40. POST MORTEMANALYSISQualité de l’évaluation initialeMembres de l’équipe (formation, inné vs. acquis)ProcessusOutils (détection, gestion, analyse)Elements marquants de la criseKnowledge management
  41. 41. GESTION DECRISE ENLIGNE
  42. 42. IDENTIFIER ETCONNAÎTRE LES CANAUX
  43. 43. MCDONALD’S
  44. 44. KIT KAT GREENPEACEPALM OIL LOBBYING
  45. 45. GREENPEACE - KIT KATPALM OIL LOBBYING17th March 2010 - UK Greenpeace posted a gory parody video of thestandard Kit Kat – Take A Break ad, showing an office worker gnawingon an orangutan’s finger instead of a Kit Kat bar, and the tag line “KitKat Killer”The aim was to get Nestlé to stop buying unsustainable palm oil fromSinar Mas, a global supplier that was destroying the south east Asianrainforests where orangutan’s were being threatenedThe campaign took off globally, with many people posting boycott KitKat messages on Twitter, YouTube and Facebook.The Nestlé Facebook page was overrun with people begging Nestlé tostop using palm oil and killing the orangutans. Nestlé deleted themessaging and responded with angry comments faced additionalbacklash for handling their social badlyGreenpeace globally used other peaceful demonstrations on and offlineBy 20th May 2010, only 10 weeks later, Nestlé announced it would stopsourcing the unsustainable palm oil, a huge victory for Greenpeace andsocial networking
  46. 46. NESTLÉ & GREENPEACELEARNINGSGreenpeace campaign succeeded in taking down the sentiment of KitKat toan extremely low levelNestlé gave fuel to the campaign by having the YouTube video bannedinitially, causing international news services to pick it up, and giving thecampaign oxygen (it went viral soon after)Nestlé did not pro-actively respond using any social media, instead deletedFacebook comments and posted angry status updates around the use of theNestlé logo by people within Facebook who wanted to bring awareness tothe Greenpeace campaign, which caused even more uproarNestlé failure in social and its lack of social crisis management contributedsignificantly in Greenpeace success in the social campaigningTwo Australian specific tactical campaigns for KitKat - Desk Jockey andTake Back Time were launched early June to combat the negative impact ofGreenpeace on the brand, but did not get enough traction to offset theoverall decrease in brand sentiment until well after the capitulation of Nestlé
  47. 47. RTS
  48. 48. REPONDRE SUR LEMEME CANAL
  49. 49. COMPRENDREENJEUX ET CIBLES
  50. 50. REPERTORIER ETORGANISER LES MESSAGESQUI CIRCULENT
  51. 51. ETRE TRANSPARENT
  52. 52. LA REDOUTE
  53. 53. OSEZ LES EXCUSESSimplicitéAuthenticitéValeursSolutions
  54. 54. REPONDREReactivité: dire que l’on a entenduNe pas mettre d’huile sur le feuNe pas chercher à avoir le dernier motEtre factuelEtre de bonne foiDialoguerRespecter les engagements pris
  55. 55. MERCIHTTP://ABOUT.ME/YLUONG

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