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Customers with complaints have vastly greater options for making their case today. Social media platforms like Facebook, YouTube and Twitter, combined with community organization services like Change.org, make it possible for one customer with a problem to start a campaign that leads to change across an entire industry. The incidence of these attacks is growing, and large companies a learning to respect and fear the growing power of activist customers. This presentation, which was prepared for SugarCRM's SugarCon 2012 conference in San Francisco, previews a forthcoming book by the same name by Paul Gillin and Greg Gianforte.
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Attack of the Customers!
Paul Gillin, AuthorThe New Influencers
Secrets of Social Media MarketingSocial Marketing to the Business Customer (co-author)
Attack of the Customers! (co-author, fall, 2012)
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Diaper Disaster
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“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
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Groundswell
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Relief
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“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
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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110123456789
10
Social Media Crises Reaching Mainstream Media
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Facebook14%
Community22%
Twitter18%
Blog20%
YouTube22%
Other4%
Where Crises Originate
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
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Glass Houses
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Glassdoor.com (left) enables employees to review their employer and swap salary information
The Consumer Products Safety Commission now encourages buyers to self-report unsafe products (below)
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Weapons of Choice
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I was amazed that my tiny corner of the Web was able to move people to take action. That affected what I say nowIt drove home to me how much power I have and how much difference my words make.
--Jessica Gottlieb, jessicagottlieb.com
“Motrin will pay a MUCH bigger price, as opposed to if they’d messed up in front of say, “Construction-Worker-Bloggers.” Mommy-Bloggers are not a voice to be messed with.”
--Peter Shankman, quoted in The New York Times
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Weapons of Choice
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"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
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Weapons of Choice
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"1,132 united workers disliked this video.”
--One of more than 29,000 comments on YouTube
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Weapons of Choice
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Weapons of Choice: Hate Sites
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Weapons of Choice
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Four Types of Attack
Casual ComplainersThe background noise of customer relations
Risk: LowActivity: HighAggravation: Moderate
Strategy: Customer-focused policies
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@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
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Four Types of Attack
ExtortionistsMotivated by personal gain
Risk: ModerateActivity: LowAggravation: High
Strategy: Fight fire with fire
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One B&B owner who felt "coerced" into giving two customers their money back says the travel website has become a "monster".
--TheWeek (U.K), Nov., 2011
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Four Types of Attack
Committed CrusadersA Higher Calling
Risk: HighActivity: LowAggravation: High
Strategy: Facts and education
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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
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Four Types of Attack
Irritable InfluencersThrowing Their Weight Around
Risk: HighActivity: LowAggravation: High
Strategy: Remain calm, prepare to fall on your sword
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Attack-Proofing Your Organization
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Listen constantly Hope for the best; prepare for the
worst Are your policies customer-focused? Empathy matters more than apology When you screw up, admit it Never make it personal Always take the high road
“Every company is now sitting on electronic quicksand."
--Howard Rubenstein, PR guru
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Contact Paul Gillin
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
