social media crisis management

@eskimon • 1 We Are Social

SIMON KEMP • WE ARE SOCIAL • SES SINGAPORE • DECEMBER 2013

KEEP CALM

DEAL WITH IT

A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA

SIMON KEMP @eskimon

MUNICH PARIS

LONDON

SÃO PAULO

SINGAPORE

NEW YORK

SYDNEY

</SALES PITCH>

A COMPREHENSIVE GUIDE TO HANDLING

NEGATIVE COMMENTS IN SOCIAL MEDIA

CELEBRATING POSITIVE MENTIONS IS ALSO IMPORTANT, BUT THAT’S ANOTHER TOPIC

RULE #1: IF YOU’RE GOING TO BE ON SOCIAL, YOU NEED TO BE SOCIAL

THAT MEANS YOU’RE GOING TO NEED TO INTERACT WITH YOUR AUDIENCES

HOWEVER, YOU CANNOT PLEASE ALL OF THE PEOPLE ALL OF THE TIME

…AND IF IT CAN GO WRONG, IT PROBABLY WILL GO WRONG

AVOIDING SOCIAL MEDIA DOES NOT MEAN YOU AVOID NEGATIVE COMMENTS, THOUGH

…AND IGNORING NEGATIVE COMMENTS CAN HAVE A NEGATIVE BUSINESS IMPACT

89% OF US HAVE STOPPED DOING BUSINESS WITH A BRAND DUE TO POOR SERVICE

• Source: Oracle

50% OF CONSUMERS EXPECT A RESPONSE TO A QUESTION WITHIN ONE WEEK, OR THEY STOP DOING

BUSINESS WITH THEM ALTOGETHER. “ • Source: Kiss Metrics

THIS YEAR, QUESTIONS ASKED ON BRAND PAGES HAVE INCREASED BY

• Source: SocialBakers

BUT CAREFUL MANAGEMENT OF NEGATIVE COMMENTS CAN ACTUALLY ADD VALUE

IT’S 7 TIMES CHEAPER TO KEEP AN EXISTING CUSTOMER THAN IT IS TO WIN A NEW ONE

• Source: Bain & Company

OF CONSUMERS WHO DO RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND

OF CONSUMERS WHO DO NOT RECEIVE A RESPONSE GO ON TO RECOMMEND THE BRAND

71% 19%

RESPONDING PAYS DIVIDENDS

• Source: NM Incite

WHEN COMPANIES RESPOND TO CUSTOMER SERVICE REQUESTS

IN SOCIAL MEDIA, THOSE CUSTOMERS SPEND 20% - 40%

MORE WITH THE COMPANY.

• Source: Bain & Company

40% OF UNRESOLVED SOCIAL COMPLAINTS RESULT IN COSTLY CALL CENTRE CALLS

• Source: ClickFox

DROP IN COMPLAINTS THROUGH BETTER AND

FASTER SERVICE

IN ADDED VALUE THROUGH IMPROVED BRAND INFLUENCE

AND COST SAVINGS

20% $5M

BEST BUY’S ‘TWELPFORCE’ BENEFITS

• Source: Best Buy / Lithium

SO HOW CAN YOU MANAGE NEGATIVE COMMENTS IN SOCIAL MEDIA?

ONE RULE TO RULE THEM ALL…

FAILING TO PREPARE IS PREPARING TO #FAIL

PLAN AHEAD – DON’T WAIT UNTIL SOMETHING GOES WRONG

• ‘Binoculars’ icon: The World We Live In, from The Noun Project

START TODAY BY DEFINING YOUR POLICIES AND PROCEDURES (P&P)

IDENTIFY WHO WILL BE RESPONSIBLE FOR DEALING WITH ISSUES IN ADVANCE

• ‘Community’ icon: The Noun Project

CREATE A LIST OF EMERGENCY CONTACTS IN LEGAL, PR AND CORP COMMS TEAMS

EDUCATE ALL RELEVANT PEOPLE ON YOUR P&P, AND REHEARSE A FEW SCENARIOS

• ‘Training’ icon: The Noun Project

MAKE SURE EVERYONE CAN FIND THE P&P EASILY IN THE EVENT OF A CRISIS

BUT WHAT SHOULD YOUR P&P DEFINE?

FIRSTLY, IT SHOULD SET THE HOUSE RULES FOR YOUR SOCIAL MEDIA COMMUNITIES

THINGS TO INCLUDE IN COMMUNITY RULES

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

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

HANDLING PROMOTION OF COMPETITORS OR SOLICITATION

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

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

INAPPROPRIATE CONTENT (E.G. PORNOGRAPHY OR VIOLENCE)

SPAM, LINK BAITING, OR PROPAGATION OF VIRUSES OR MALWARE

RULES FOR YOUR STAFF, ESPECIALLY AROUND CONFIDENTIALITY

MANAGING EXPECTATIONS AROUND RESPONSE TIMES

CONTACT DETAILS TO REDIRECT SERIOUS OR PRIVATE ISSUES

SENSE CHECK WHETHER RULES OR THEIR DEFINITION COULD CREATE OTHER ISSUES

NEXT, DEFINE YOUR APPROACH TO DEALING WITH NEGATIVE INCIDENTS

WE ARE SOCIAL’S ‘3AS’ APPROACH

IDENTIFY ISSUES AS EARLY AS POSSIBLE,

IDEALLY BEFORE THEY ESCALATE

DETERMINE THE SEVERITY OF EACH ISSUE, AND INVOLVE RELEVANT

STAKEHOLDERS

ALERT ASSESS MANAGE EACH ISSUE AS EFFICIENTLY AND

EFFECTIVELY AS POSSIBLE

• ‘Radar’ icon: The Noun Project

FIRST, DECIDE HOW YOU’LL MONITOR SOCIAL MEDIA FOR RELEVANT MENTIONS

SELECT THE RIGHT SOCIAL MEDIA LISTENING TOOL FOR YOUR NEEDS

TOOLS FOR EVERY BUDGET

READING THROUGH POSTS ON SOCIAL MEDIA

SITES AND SETTING UP GOOGLE ALERTS

USING FREE OR LOW-COST TOOLS TO

AUTO-IDENTIFY SPECIFIC BRAND MENTIONS

ENTRY LEVEL INTERMEDIATE INVESTING IN

PROFESSIONAL TOOLS TO AUTO-IDENTIFY AND

TRACK MENTIONS

ADVANCED

WHAT SHOULD YOU LISTEN FOR?

SPECIFIC BRAND OR PRODUCT

NAME MENTIONS

OTHER BRAND-RELEVANT MENTIONS (E.G. CEO’S NAME)

DIRECT SECONDARY MENTIONS OF OTHER IMPORTANT ELEMENTS (E.G. COMPETITORS)

CONVERSATIONS PEOPLE HAVE WITH YOU IN CHANNELS YOU

OWN OR CONTROL

CONVERSATIONS PEOPLE HAVE ABOUT YOU IN CHANNELS YOU DO NOT OWN OR CONTROL

OWNED ORGANIC

WHERE SHOULD YOU LISTEN?

• ‘Head’ icon: The Noun Project

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

AUTOMATED AT INTERVALS

WHEN SHOULD YOU LISTEN?

ASSESS

CAPTURE RELEVANT ACTIVITY AS SOON AS YOU SEE IT IN CASE SOMETHING CHANGES

DETERMINE THE SEVERITY OF THE INCIDENT

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)

DOES THE ISSUE NEED A RESOLUTION, OR JUST AN EMPATHETIC RESPONSE?

WATCH OUT FOR WILDFIRES – ISSUES THAT OTHER PEOPLE FUEL AND SHARE

NEVER FEED THE TROLLS

BEWARE OF LEGAL AND REGULATORY REQUIREMENTS AND RESTRICTIONS

• ‘Legal’ icon: The Noun Project

ASSIGN OR ESCALATE ANY ISSUES WHERE NECESSARY (AS PER YOUR P&P)

CONSIDER ETHICAL ISSUES (E.G. SHOULD AN ALCOHOL BRAND REPLY TO MINORS?)

LOG INCIDENTS FOR LATER REFERENCE, AND TO IDENTIFY TRAINING OPPORTUNITIES

BEFORE YOU DO ANYTHING, TAKE A DEEP BREATH AND COUNT TO TEN

HOW YOU HANDLE THE ISSUE IS OFTEN MORE IMPORTANT THAN THE ISSUE ITSELF

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

DON’T OVERREACT, AND NEVER LOSE YOUR TEMPER

USE PERSONALITY AND HUMOUR WHERE POSSIBLE, BUT BE CAREFUL AND SENSITIVE

89% OF CUSTOMERS ARE ‘MORE SATISFIED’ WHEN THEY GET A QUICK RESPONSE

• Source: Synthetix

“QUICK”?

OF CONSUMERS EXPECT A RESPONSE WITHIN 30 MINUTES

OF CONSUMERS EXPECT A RESPONSE WITHIN ONE HOUR

32% 42%

DON’T DELAY YOUR INITIAL RESPONSE

• Source: Social Habit

LETTING PEOPLE KNOW THAT YOU’VE SEEN THEIR POST AND THAT YOU’RE

FOLLOWING UP

ADDRESSING THE UNDERLYING ISSUES AND DELIVERING SOME FORM OF ACTUAL RESOLUTION

RESPONSE RESOLUTION

BUT THERE’S A SUBTLE DISTINCTION

START WITH A SIMPLE ACKNOWLEDGEMENT TO SHOW PEOPLE YOU’RE WORKING ON IT

LET PEOPLE KNOW THAT THEIR FEEDBACK IS GENUINELY IMPORTANT TO THE BRAND

PEOPLE WHO TAKE THE TIME TO COMPLAIN LIKELY CARE ABOUT MAKING A DIFFERENCE

IDENTIFY HOW LONG A RESOLUTION WILL TAKE, AND SET PEOPLE’S EXPECTATIONS

IT’S OFTEN WISE TO CRAFT BEST PRACTICE RESPONSES TO COMMON ISSUES UPFRONT

ASIDE: IF IT’S A ‘COMMON ISSUE’, IT’S BETTER TO FIX THE ISSUE’S CAUSE

IF NECESSARY, POST AN APPROPRIATE, PUBLIC, PERSONALISED HOLDING MESSAGE

…BUT AVOID ‘STOCK’ RESPONSES THAT LACK EMPATHY AND IRRITATE PEOPLE

TREAT EVERYONE WITH THE CARE AND ATTENTION OF A 5-STAR HOTEL CONCIERGE

• Icon adapted from ‘Community’, The Noun Project

WHERE POSSIBLE, TAKE THE RESOLUTION CONVERSATION SOMEWHERE PRIVATE

• ‘Padlock’ icon: The Noun Project

THIS IS TO ENSURE YOU DELIVER THE BEST SERVICE, NOT SO YOU CAN HIDE THINGS

GATHER ALL OF THE FACTS, AND MAKE GENTLE CORRECTIONS WHERE NECESSARY

HOWEVER, REMEMBER THAT EMOTIONS AREN’T RATIONAL, SO EMPATHY IS CRITICAL

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

TRACK PROGRESS TOWARDS RESOLUTION AND KEEP ALL INVOLVED PARTIES UPDATED

IDENTIFY HOW, WHERE AND WHEN YOU’LL COMMUNICATE THE EVENTUAL RESOLUTION

THINK BEFORE YOU ACT!

• ‘Head’ and ‘Gears’ icons: The Noun Project

COULD THE RESPONSE BE MISINTERPRETED, OR EVEN MAKE THE SITUATION WORSE?

IT’S WISE TO GET A SECOND OPINION BEFORE REPLYING TO SENSITIVE ISSUES

• ‘Head’ and ‘Gears’ icons: The Noun Project

MAKE SURE YOU UNDERSTAND THE LEGAL IMPLICATIONS OF YOUR RESPONSE

• ‘Legal’ icon: The Noun Project

ENSURE YOUR RESPONSES REINFORCE YOUR BRAND’S VALUES AND POSITIONING

WHEREVER RELEVANT, POST A PUBLIC FOLLOW-UP TO THE ORIGINAL MENTION TOO

KEEP MONITORING FOR FURTHER FEEDBACK OR AN EVOLUTION TO THE ISSUE

• ‘Head’ icon: The Noun Project

WORK WITH INTERNAL TEAMS TO ADDRESS THE CAUSE(S) OF THE UNDERLYING ISSUE(S)

GETTING STARTED TODAY

3AS: SET-UP CHECKLIST 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

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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

SIMON KEMP, MANAGING DIRECTOR, WE ARE SOCIAL

@ESKIMON

SAYHELLO@WEARESOCIAL.SG

+65 6423 1051

HTTP://WEARESOCIAL.SG

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