HAVE YOUR SAY!SOCIAL MEDIA NIGHTMARE

#SHOPPIISHAVES

Team:- NetizensRoshan Khatri

Sobhit AgarwalIIFT-Kolkata

ACTION PLAN

CHANNELS TO TARGET-A Mix

@twitterpostsWe at Shoppii.com

take full responsibility of the issue. It was due to

an individuals intentions.

Sincere Apologies

@twitterpostsWe at Shoppii.com

take full responsibility of the issue. It was due to

an individuals intentions.

Sincere Apologies

We are taking immediate actions to

address the issue

And develop an online tracking

system

On Youtube- Sincere Apologies- Immediate serious actions being taken against channel partner- This was an isolated incident- Reassure the trust for future service based on performance record

-by senior management

- We are a trusted firm - Only providers of 1 day delivery- Established channel partners all over India- We serve to estabish relationships with customers

RESPONSE FRAMEWORK

ACKNOWLEGE

First response from company should be “we know about the problem” so as to reduce the impact of #ShoppiiShaves tag and any negative talks about the company

Company should do this immediately, even if they have little additional information at the time

.WATER FOR FIRE

Company should respond first wherever the crisis broke. In this case, when the #ShoppiiShaves tag appeared on twitter the very first timeThen start responding on all other venues (YouTube, Facebook etc)It’s imperative that company has established a social presence on all outposts, even if they don’t routinely use themCompany should have a list of all blogs and blog authors concerned. So that impact could be further controlled and reduced

Be SORRY!

Following brands and personalities were forgiven :-DominosMacdonaldCoke colaNestleBill ClintonTiger Woods

Fastest Way to Be Forgiven is to be Truly Sorry.

A Crisis FAQ!

A Channel for Dialogue! Even Negative

Rule of 3!

Unsatisfied customers want to vent

The BEST case scenario is that they do so on a venue you manage and control

It is imperative that company should proactively open a channel for dialog (even negative)

If not, the other venues that company does not control will serve that role

Rule of 3: Never send a third reply. At that point, take it offlineIt’s not about winning, it’s about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncourage vehement critics to contact you via email or phoneGives them an option

Company’s employees’ occupation is listed on their social profiles

Company must have a mechanism for keeping all employees informed during a crisis

Email, SMS, Internal, private blog

All Employees are SPOKEPERSONS

Company should Document every element of the crisis

Make copies of all tweets, status updates, YouTube comments, blog comments, etc.

Analyze website traffic patterns and search data

Which venue came first, and when?

Home page apology from CEO

Learning from Mistakes!

THANK YOU !