how to measure negative sentiment & what to do about it paul gillin author: the new influencers...
TRANSCRIPT
How to Measure Negative Sentiment & What to Do About It
Paul Gillin
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Diaper Disaster
“The biggest innovation for the Pampers brand in the last 25 years.”
– Procter & Gamble, Feb. 2010
“I noticed that my daughter's skin was red and hot to the
touch.”– Rosana Shah,
May 2010
Groundswell
Relief
“You can’t join a community at a time of crisis. You have to already be invested in the community. That requires investment of
time, people, money.”– Paul Fox, director of corporate communications, P&G
New Channels of Complaint
Data source: Altimeter Group, 2011
“Companies are quick to deploy the latest social media technology, yet most have not prepared for the threat of social media crises… we found that more than three-fourths
could have been diminished or averted.”
– Altimeter Group
“There’s never been a better time to be a critic.”
David-Michel Daviesexecutive director, Webby Awards,
Out of Nowhere
March 6, 2012March 5, 2012
The Ballad of Lean, Finely Textured Beef
Weapons of Choice
"I definitely never expected it to become this big,“
– Kristen Christian, 27, quoted in the Los Angeles Times
"I think we may look back in a few years and say that this was the spark that caused a lot of people to say, 'Yes, credit unions are a better deal.’ "
– Bill Cheney, chief executive, Credit Union National Assn.
Consumers in Control
Where You Gonna Stay?
Casual ComplainersThe background noise of customer relations
Risk: LowActivity: HighAggravation: Moderate
Strategy: Customer-focused policies
4 Types of Aggressors@DavidTabango:
Comcast really sucks. Oh my god, yes it
does.
Verizon sucks !! What the hell why don't they
fix the network ugh *slams door*
UsAirways sucks so bad. Been sitting on tarmac for over an hour. Initially said 5
minutes. Sigh
ExtortionistsMotivated by personal gain
Risk: ModerateActivity: LowAggravation: High
Strategy: Fight fire with fire
4 Types of Aggressors
“One B&B owner who felt ‘coerced’ into giving two customers their money back says the travel
website has become a ‘monster.’ ”– TheWeek (UK), Nov. 2011
Committed CrusadersA Higher Calling
Risk: HighActivity: LowAggravation: High
Strategy: Facts and education
4 Types of Aggressors
USA Today photo
“Molly Katchpole’s open letter to Bank of America to withdraw the fee went viral. She closed her account, cutting up her
debit card on camera, and moved her money to a community bank. One month and 306,000 signatures later, she won: Bank of America removed the charge.”
– USA Today, Nov. 2011
Irritable InfluencersThrowing Their Weight Around
Risk: HighActivity: LowAggravation: High
Strategy: Remain calm, prepare to fall on your sword
4 Types of Aggressors
Is an Attack Brewing?
Look for spikes in search queries
Shares and retweets
• Of course you have Google Alerts.• Monitor Twitter for your name and negative modifiers, like
“sucks,” “#fail” and “hate.” Look for frequent retweets, especially by influential people.
• Look for keywords relevant to your industry: “blue screen,” “crash,” “won’t start,” “overheating,” etc.
• Set a baseline of negativity. Everyone has a few critics.• Monitor “Posts by Others” on Facebook pages you own.• Create RSS feeds of influencers in your market.• Put an influencer relations program in place.
Basics of Sentiment Measurement
1. Bad things happen to good companies.2. There’s no time to think.3. Silence is leaden.4. Transparency is essential. Don’t lie and don’t assume.
Ever.5. The media may also be the attackers.6. Attacks can come out of nowhere. 7. Nearly anyone can start one.8. Your solution may make the problem worse.
8 Essential Truths
Category One Category One – Significant potential damage to – Significant potential damage to operations or reputation.operations or reputation.Category Two Category Two – Disruption or embarrassment, – Disruption or embarrassment, possible temporary effect on sales.possible temporary effect on sales.Category Three Category Three – annoying but not life-– annoying but not life-threatening.threatening.
Prepare and rehearse response plans for each.Prepare and rehearse response plans for each.
3 Categories of Attack Scenarios
• Listen constantly.
• Hope for the best, prepare for the worst.
• Are your policies customer-focused?
• Empathy matters more than an apology.
• When you screw up, admit it.
• Never make it personal.
• Always take the high road.
Attack-Proofing Your Organization
“Every company is now sitting on
electronic quicksand."
– Howard Rubenstein, PR guru
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thanks!