Post on 01-Nov-2014
description
Social Media & The Feedback Economy:
Risks, Rewards & Opportunities
Darren Sharp, Senior Consultant
Twitter: @dasharp
Melbourne 02/11/2012The Social Media Risk, Privacy & Governance Forum
Resonate Solutions
• Managed online communities• Closed Loop Feedback programs – NPS • Social Media Listening & Analysis • Social Media Strategy
ChapStick death spiral
Social media death spiral: “ChapStick for some weird reason doesn't just delete the image, apologize, or even acknowledge the issue, beyond its infuriating deleting of comments.”
http://www.adweek.com/adfreak/chapstick-gets-itself-social-media-death-spiral-136097
Seven News
“Seven claims it deleted the comment from Linda Goldspink-Lord “in error”. At the time of deletion, more than 32,000 people had liked the comment,
and 2000 had commented.”
http://mumbrella.com.au/seven-news-sydney-caught-in-social-media-backlash-105160
The 1st rule of community management
Do Not Delete!
http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383
KitchenAidUSA
Twitter #fail
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/
KitchenAidUSA
Apology
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/
KitchenAidUSA
Senior Director Intervenes
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/
KitchenAidUSA
Catastrophe averted
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/
Social Listening
• What are customers and competitors saying?
• Where are they saying it?
“You need to be aware of the places where your customers may be talking about you and may need your help” - Michael Hill
Social Listening
• Gatorade Mission Control Center (May 2010)
Social Listening
• Gatorade real time tweets
Social Listening
• Dell Social Media Listening Command Center (December 2010)
Social Listening
• Dell social mentions
Social Listening: evaluate the issue
Resolving customer complaints across social media and traditional channels – Michael Hill
Complaint?
Compliment?
Problem?
Question?
Warning?Crisis? Competitor?
Crowd?
Campaign?
http://www.wunderkammerpoetry.com/2009/10/sparkleface.html
How much data is created
every minute?
• 2 million Google queries
• 684,478 pieces of content
shared by Facebook users
• 100,000 tweets
• 27,778 Tumblr blog posts
• 3,600 Instagram photos
• Over 200 million emails
• 571 new websites created
http://on.mash.to/MsAYRk
The Feedback Economy
Alistair Croll, The Feedback Economy O’Reilly Media 2012
Big data, continuous optimization, and replacing
everything with data pave the way for something
far larger, and far more important, than simple
business efficiency. They usher in a new era for
humanity, with all its warts and glory. They herald
the arrival of the feedback economy.
Web 3.0 – Filtering Social Streams
Nova Spivack
• Social streams are quickly becoming key drivers for
how content on the Web is found.
• But how are things found in social streams? It turns
out existing search engines, like Google, are not well-
suited for searching the stream.
• The ability to filter the stream for just those subsets
of messages you actually care about is going to be
absolutely essential in coming years.
http://www.novaspivack.com/uncategorized/keeping-up-with-the-stream
How to ride the wave of customer data?
Online Communities
Contact Centre
BlogsForums
Emails
Surveys
Enterprise Data
unstructuredstructured
blogscomments
surveyscontact centre transcript
NPStwitter
voice to text
COMPLAINTSAnon.
identity
forum
voting
Customer Data
ResonateCustomer insight & action platform – across all customer feedback…
Customer Experience
ActMonitor Collect Discover Improve
Qual + Quant = Value
What is being said… In what context…
Insight & Action Cycle
Listen
Act
Discover
Improve
Social Media Complaint Handling
When developing your social strategy aim to be…
• Consistent
• Responsive
• Timely
KLM Rules of Engagement
• KLM do a great job of keeping consistency throughout
their communications. Each member of their customer
service team follows official company policy to:
http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public
KLM Web Care
• Award-winning webcare
• Answer within the hour, 24/7
• 5 languages on Facebook/Twitter
• Dutch, English, Spanish, German and Japanese
UBank
• Skype calls 24/7
• Doesn’t use automated responses for social media
• Train existing contact centre staff to use social
• Goal of 2 hour response time for customer queries
JB HI-FI
• Individual stores have Twitter accounts
• #jbhelp hashtag
• Staff “self-select” for social media engagement
• Staff Twitter accounts
• Staff given appropriate guidelines & training
http://prwarrior.typepad.com/my_weblog/2012/02/will-jb-hifis-twitter-crew-become-australias-equivalent-of-best-buys-twelpforce-1.html
Dealing with Negative Comments
Start a conversation by acknowledging the problem and
demonstrating that you really do care and are serious
about getting the problem resolved:
• “I'm sorry...”
• “Thank you”
• “Here's some information...”
• “Thanks for letting us know...”
• “Hi, I've just noticed your tweet - can I help?”
• “That must have been frustrating, how can I help?”
Resolving customer complaints across social media and traditional channels – Michael Hill
Dealing with Negative Comments
Escalation Procedures
Final Considerations
• What processes has your organisation put in place to deal with social media complaints and minimise risk?
• Are you consistent, responsive, timely?• Are the people that manage social media skilled
in dealing with customer complaints?
Contact
Darren Sharp, Senior Consultantdarren.sharp@resonatesolutions.com.auPhone: (02) 9957 9400 Mobile: 0419 314 655www.resonatesolutions.com.au