@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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SIMON KEMP @eskimon
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@eskimon • 4 We Are Social
MILAN
MUNICH PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
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</SALES PITCH>
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A COMPREHENSIVE GUIDE TO HANDLING
NEGATIVE COMMENTS IN SOCIAL MEDIA
@$#&!
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CELEBRATING POSITIVE MENTIONS IS ALSO IMPORTANT, BUT THAT’S ANOTHER TOPIC
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RULE #1: IF YOU’RE GOING TO BE ON SOCIAL, YOU NEED TO BE SOCIAL
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THAT MEANS YOU’RE GOING TO NEED TO INTERACT WITH YOUR AUDIENCES
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HOWEVER, YOU CANNOT PLEASE ALL OF THE PEOPLE ALL OF THE TIME
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…AND IF IT CAN GO WRONG, IT PROBABLY WILL GO WRONG
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AVOIDING SOCIAL MEDIA DOES NOT MEAN YOU AVOID NEGATIVE COMMENTS, THOUGH
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…AND IGNORING NEGATIVE COMMENTS CAN HAVE A NEGATIVE BUSINESS IMPACT
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89% OF US HAVE STOPPED DOING BUSINESS WITH A BRAND DUE TO POOR SERVICE
• Source: Oracle
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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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85%
THIS YEAR, QUESTIONS ASKED ON BRAND PAGES HAVE INCREASED BY
• Source: SocialBakers
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BUT CAREFUL MANAGEMENT OF NEGATIVE COMMENTS CAN ACTUALLY ADD VALUE
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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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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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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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40% OF UNRESOLVED SOCIAL COMPLAINTS RESULT IN COSTLY CALL CENTRE CALLS
• Source: ClickFox
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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
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SO HOW CAN YOU MANAGE NEGATIVE COMMENTS IN SOCIAL MEDIA?
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ONE RULE TO RULE THEM ALL…
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FAILING TO PREPARE IS PREPARING TO #FAIL
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PLAN AHEAD – DON’T WAIT UNTIL SOMETHING GOES WRONG
• ‘Binoculars’ icon: The World We Live In, from The Noun Project
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START TODAY BY DEFINING YOUR POLICIES AND PROCEDURES (P&P)
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IDENTIFY WHO WILL BE RESPONSIBLE FOR DEALING WITH ISSUES IN ADVANCE
• ‘Community’ icon: The Noun Project
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CREATE A LIST OF EMERGENCY CONTACTS IN LEGAL, PR AND CORP COMMS TEAMS
• ‘Community’ icon: The Noun Project
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EDUCATE ALL RELEVANT PEOPLE ON YOUR P&P, AND REHEARSE A FEW SCENARIOS
• ‘Training’ icon: The Noun Project
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MAKE SURE EVERYONE CAN FIND THE P&P EASILY IN THE EVENT OF A CRISIS
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BUT WHAT SHOULD YOUR P&P DEFINE?
?
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FIRSTLY, IT SHOULD SET THE HOUSE RULES FOR YOUR SOCIAL MEDIA COMMUNITIES
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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
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SENSE CHECK WHETHER RULES OR THEIR DEFINITION COULD CREATE OTHER ISSUES
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NEXT, DEFINE YOUR APPROACH TO DEALING WITH NEGATIVE INCIDENTS
@$#&!
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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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ALERT
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FIRST, DECIDE HOW YOU’LL MONITOR SOCIAL MEDIA FOR RELEVANT MENTIONS
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SELECT THE RIGHT SOCIAL MEDIA LISTENING TOOL FOR YOUR NEEDS
• ‘Radar’ icon: The Noun Project
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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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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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IDENTIFY WHO WILL BE RESPONSIBLE FOR LISTENING AND MONITORING ACTIVITIES
• ‘Community’ icon: The Noun Project
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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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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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ASSESS
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CAPTURE RELEVANT ACTIVITY AS SOON AS YOU SEE IT IN CASE SOMETHING CHANGES
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DETERMINE THE SEVERITY OF THE INCIDENT
!
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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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DOES THE ISSUE NEED A RESOLUTION, OR JUST AN EMPATHETIC RESPONSE?
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WATCH OUT FOR WILDFIRES – ISSUES THAT OTHER PEOPLE FUEL AND SHARE
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NEVER FEED THE TROLLS
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BEWARE OF LEGAL AND REGULATORY REQUIREMENTS AND RESTRICTIONS
• ‘Legal’ icon: The Noun Project
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ASSIGN OR ESCALATE ANY ISSUES WHERE NECESSARY (AS PER YOUR P&P)
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CONSIDER ETHICAL ISSUES (E.G. SHOULD AN ALCOHOL BRAND REPLY TO MINORS?)
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LOG INCIDENTS FOR LATER REFERENCE, AND TO IDENTIFY TRAINING OPPORTUNITIES
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ACT
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BEFORE YOU DO ANYTHING, TAKE A DEEP BREATH AND COUNT TO TEN
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HOW YOU HANDLE THE ISSUE IS OFTEN MORE IMPORTANT THAN THE ISSUE ITSELF
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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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DON’T OVERREACT, AND NEVER LOSE YOUR TEMPER
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USE PERSONALITY AND HUMOUR WHERE POSSIBLE, BUT BE CAREFUL AND SENSITIVE
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89% OF CUSTOMERS ARE ‘MORE SATISFIED’ WHEN THEY GET A QUICK RESPONSE
• Source: Synthetix
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“QUICK”?
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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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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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START WITH A SIMPLE ACKNOWLEDGEMENT TO SHOW PEOPLE YOU’RE WORKING ON IT
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LET PEOPLE KNOW THAT THEIR FEEDBACK IS GENUINELY IMPORTANT TO THE BRAND
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PEOPLE WHO TAKE THE TIME TO COMPLAIN LIKELY CARE ABOUT MAKING A DIFFERENCE
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IDENTIFY HOW LONG A RESOLUTION WILL TAKE, AND SET PEOPLE’S EXPECTATIONS
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IT’S OFTEN WISE TO CRAFT BEST PRACTICE RESPONSES TO COMMON ISSUES UPFRONT
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ASIDE: IF IT’S A ‘COMMON ISSUE’, IT’S BETTER TO FIX THE ISSUE’S CAUSE
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IF NECESSARY, POST AN APPROPRIATE, PUBLIC, PERSONALISED HOLDING MESSAGE
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…BUT AVOID ‘STOCK’ RESPONSES THAT LACK EMPATHY AND IRRITATE PEOPLE
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TREAT EVERYONE WITH THE CARE AND ATTENTION OF A 5-STAR HOTEL CONCIERGE
• Icon adapted from ‘Community’, The Noun Project
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WHERE POSSIBLE, TAKE THE RESOLUTION CONVERSATION SOMEWHERE PRIVATE
• ‘Padlock’ icon: The Noun Project
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THIS IS TO ENSURE YOU DELIVER THE BEST SERVICE, NOT SO YOU CAN HIDE THINGS
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GATHER ALL OF THE FACTS, AND MAKE GENTLE CORRECTIONS WHERE NECESSARY
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HOWEVER, REMEMBER THAT EMOTIONS AREN’T RATIONAL, SO EMPATHY IS CRITICAL
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APOLOGISE WHENEVER THE BRAND IS AT FAULT, BUT BEWARE OF LEGAL IMPLICATIONS
SORRY
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TRACK PROGRESS TOWARDS RESOLUTION AND KEEP ALL INVOLVED PARTIES UPDATED
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IDENTIFY HOW, WHERE AND WHEN YOU’LL COMMUNICATE THE EVENTUAL RESOLUTION
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THINK BEFORE YOU ACT!
• ‘Head’ and ‘Gears’ icons: The Noun Project
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COULD THE RESPONSE BE MISINTERPRETED, OR EVEN MAKE THE SITUATION WORSE?
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IT’S WISE TO GET A SECOND OPINION BEFORE REPLYING TO SENSITIVE ISSUES
• ‘Head’ and ‘Gears’ icons: The Noun Project
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MAKE SURE YOU UNDERSTAND THE LEGAL IMPLICATIONS OF YOUR RESPONSE
• ‘Legal’ icon: The Noun Project
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ENSURE YOUR RESPONSES REINFORCE YOUR BRAND’S VALUES AND POSITIONING
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WHEREVER RELEVANT, POST A PUBLIC FOLLOW-UP TO THE ORIGINAL MENTION TOO
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KEEP MONITORING FOR FURTHER FEEDBACK OR AN EVOLUTION TO THE ISSUE
• ‘Head’ icon: The Noun Project
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WORK WITH INTERNAL TEAMS TO ADDRESS THE CAUSE(S) OF THE UNDERLYING ISSUE(S)
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GETTING STARTED TODAY
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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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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
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SIMON KEMP, MANAGING DIRECTOR, WE ARE SOCIAL
@ESKIMON
+65 6423 1051
HTTP://WEARESOCIAL.SG