social media crisis management

95
@eskimon 1 We Are Social SIMON KEMP WE ARE SOCIAL SES SINGAPORE DECEMBER 2013 KEEP CALM AND DEAL WITH IT A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA

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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.

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Page 1: Social Media Crisis Management

@eskimon • 1 We Are Social

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

KEEP CALM

AND

DEAL WITH IT

A GUIDE TO HANDLING NEGATIVE COMMENTS IN SOCIAL MEDIA

Page 2: Social Media Crisis Management

@eskimon • 2 We Are Social

SIMON KEMP @eskimon

Page 3: Social Media Crisis Management

@eskimon • 3 We Are Social

Page 4: Social Media Crisis Management

@eskimon • 4 We Are Social

MILAN

MUNICH PARIS

LONDON

SÃO PAULO

SINGAPORE

NEW YORK

SYDNEY

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@eskimon • 5 We Are Social

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@eskimon • 6 We Are Social

</SALES PITCH>

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@eskimon • 7 We Are Social

A COMPREHENSIVE GUIDE TO HANDLING

NEGATIVE COMMENTS IN SOCIAL MEDIA

@$#&!  

Page 8: Social Media Crisis Management

@eskimon • 8 We Are Social

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

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@eskimon • 9 We Are Social

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

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@eskimon • 10 We Are Social

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

Page 11: Social Media Crisis Management

@eskimon • 11 We Are Social

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

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@eskimon • 12 We Are Social

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

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@eskimon • 13 We Are Social

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

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@eskimon • 14 We Are Social

…AND IGNORING NEGATIVE COMMENTS CAN HAVE A NEGATIVE BUSINESS IMPACT

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@eskimon • 15 We Are Social

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

• Source: Oracle

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@eskimon • 16 We Are Social

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

BUSINESS WITH THEM ALTOGETHER. “ • Source: Kiss Metrics

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@eskimon • 17 We Are Social

85%

THIS YEAR, QUESTIONS ASKED ON BRAND PAGES HAVE INCREASED BY

• Source: SocialBakers

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@eskimon • 18 We Are Social

BUT CAREFUL MANAGEMENT OF NEGATIVE COMMENTS CAN ACTUALLY ADD VALUE

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@eskimon • 19 We Are Social

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

• Source: Bain & Company

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@eskimon • 20 We Are Social

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

VS  

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@eskimon • 21 We Are Social

WHEN COMPANIES RESPOND TO CUSTOMER SERVICE REQUESTS

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

MORE WITH THE COMPANY.

• Source: Bain & Company

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@eskimon • 22 We Are Social

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

• Source: ClickFox

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@eskimon • 23 We Are Social

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

Page 24: Social Media Crisis Management

@eskimon • 24 We Are Social

SO HOW CAN YOU MANAGE NEGATIVE COMMENTS IN SOCIAL MEDIA?

Page 25: Social Media Crisis Management

@eskimon • 25 We Are Social

ONE RULE TO RULE THEM ALL…

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@eskimon • 26 We Are Social

FAILING TO PREPARE IS PREPARING TO #FAIL

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@eskimon • 27 We Are Social

PLAN AHEAD – DON’T WAIT UNTIL SOMETHING GOES WRONG

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

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@eskimon • 28 We Are Social

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

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@eskimon • 29 We Are Social

IDENTIFY WHO WILL BE RESPONSIBLE FOR DEALING WITH ISSUES IN ADVANCE

• ‘Community’ icon: The Noun Project

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@eskimon • 30 We Are Social

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

• ‘Community’ icon: The Noun Project

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@eskimon • 31 We Are Social

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

• ‘Training’ icon: The Noun Project

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@eskimon • 32 We Are Social

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

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@eskimon • 33 We Are Social

BUT WHAT SHOULD YOUR P&P DEFINE?

?

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@eskimon • 34 We Are Social

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

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@eskimon • 35 We Are Social

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

1

2

3

4

5

6

7

8

9

10

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@eskimon • 36 We Are Social

SENSE CHECK WHETHER RULES OR THEIR DEFINITION COULD CREATE OTHER ISSUES

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@eskimon • 37 We Are Social

NEXT, DEFINE YOUR APPROACH TO DEALING WITH NEGATIVE INCIDENTS

@$#&!  

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@eskimon • 38 We Are Social

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

ACT

• ‘Radar’ icon: The Noun Project

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@eskimon • 39 We Are Social

ALERT

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@eskimon • 40 We Are Social

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

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@eskimon • 41 We Are Social

SELECT THE RIGHT SOCIAL MEDIA LISTENING TOOL FOR YOUR NEEDS

• ‘Radar’ icon: The Noun Project

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@eskimon • 42 We Are Social

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

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@eskimon • 43 We Are Social

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)

RELATED

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@eskimon • 44 We Are Social

IDENTIFY WHO WILL BE RESPONSIBLE FOR LISTENING AND MONITORING ACTIVITIES

• ‘Community’ icon: The Noun Project

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@eskimon • 45 We Are Social

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

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@eskimon • 46 We Are Social

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?

• ‘Radar’ icon: The Noun Project

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@eskimon • 47 We Are Social

ASSESS

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@eskimon • 48 We Are Social

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

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@eskimon • 49 We Are Social

DETERMINE THE SEVERITY OF THE INCIDENT

!  

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@eskimon • 50 We Are Social

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)

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@eskimon • 51 We Are Social

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

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@eskimon • 52 We Are Social

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

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@eskimon • 53 We Are Social

NEVER FEED THE TROLLS

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@eskimon • 54 We Are Social

BEWARE OF LEGAL AND REGULATORY REQUIREMENTS AND RESTRICTIONS

• ‘Legal’ icon: The Noun Project

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@eskimon • 55 We Are Social

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

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@eskimon • 56 We Are Social

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

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@eskimon • 57 We Are Social

LOG INCIDENTS FOR LATER REFERENCE, AND TO IDENTIFY TRAINING OPPORTUNITIES

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@eskimon • 58 We Are Social

ACT

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@eskimon • 59 We Are Social

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

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@eskimon • 60 We Are Social

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

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@eskimon • 61 We Are Social

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

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@eskimon • 62 We Are Social

DON’T OVERREACT, AND NEVER LOSE YOUR TEMPER

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@eskimon • 63 We Are Social

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

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@eskimon • 64 We Are Social

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

• Source: Synthetix

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@eskimon • 65 We Are Social

“QUICK”?

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@eskimon • 66 We Are Social

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

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@eskimon • 67 We Are Social

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

VS  

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@eskimon • 68 We Are Social

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

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@eskimon • 69 We Are Social

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

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@eskimon • 70 We Are Social

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

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@eskimon • 71 We Are Social

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

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@eskimon • 72 We Are Social

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

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@eskimon • 73 We Are Social

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

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@eskimon • 74 We Are Social

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

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@eskimon • 75 We Are Social

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

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@eskimon • 76 We Are Social

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

• Icon adapted from ‘Community’, The Noun Project

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@eskimon • 77 We Are Social

WHERE POSSIBLE, TAKE THE RESOLUTION CONVERSATION SOMEWHERE PRIVATE

• ‘Padlock’ icon: The Noun Project

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@eskimon • 78 We Are Social

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

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@eskimon • 79 We Are Social

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

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@eskimon • 80 We Are Social

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

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@eskimon • 81 We Are Social

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

SORRY  

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@eskimon • 82 We Are Social

TRACK PROGRESS TOWARDS RESOLUTION AND KEEP ALL INVOLVED PARTIES UPDATED

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@eskimon • 83 We Are Social

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

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@eskimon • 84 We Are Social

THINK BEFORE YOU ACT!

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

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@eskimon • 85 We Are Social

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

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@eskimon • 86 We Are Social

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

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

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@eskimon • 87 We Are Social

MAKE SURE YOU UNDERSTAND THE LEGAL IMPLICATIONS OF YOUR RESPONSE

• ‘Legal’ icon: The Noun Project

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@eskimon • 88 We Are Social

ENSURE YOUR RESPONSES REINFORCE YOUR BRAND’S VALUES AND POSITIONING

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@eskimon • 89 We Are Social

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

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@eskimon • 90 We Are Social

KEEP MONITORING FOR FURTHER FEEDBACK OR AN EVOLUTION TO THE ISSUE

• ‘Head’ icon: The Noun Project

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@eskimon • 91 We Are Social

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

Page 92: Social Media Crisis Management

@eskimon • 92 We Are Social

GETTING STARTED TODAY

Page 93: Social Media Crisis Management

@eskimon • 93 We Are Social

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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@eskimon • 94 We Are Social

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 [email protected].

FIND OUT MORE AT WEARESOCIAL.SG

Page 95: Social Media Crisis Management

@eskimon • 95 We Are Social

SIMON KEMP, MANAGING DIRECTOR, WE ARE SOCIAL

@ESKIMON

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG