1. Social Media
SLU Product Safety
School 2013

2. Overview
• What is Social Media?
• Monitoring Risk and Consumer Feedback
• Integrating Social Media into a Recall Plan

3. What is Social Media?

4. Definition of Social Media
• 66.4% Could Not Define
• Simple Definition
– “The media we use to be social”
• Social
– Instinctual need to connect with others
• Media
– What we use to make connections
• Connect With Others

5. Tools for Connection With Others

6. Social Media Categories
• Social Networking
• Publish
• Photo Sharing
• Video Sharing
• Microblogging
• Mobile

7. Social Media Categories
Category Media Description
Social Networking Facebook, MySpace, LinkedIn Connect, Share, Educate interact, build trust
Publish WordPress, SlideShare Publish and record conversations
Photo Sharing Flickr, Instagram, Picasa Share photos instantly with friends and family
Audio Easier to digest than text
Video YouTube, Preferred medium for relaying information overall
Microblogging Twitter, Yammer 140 character messages can be read and comprehended in
about 5 seconds
Livecasting Broadcasting live video

8. Social Media Categories, Cont.
Category Media Description
Virtual Worlds Second Life, SIMS
Gaming WOW, Halo3 Connect, Share, Educate interact, build trust
Productivity Applications Google Drive Event management, peer to peer downloads, alerts, word
processing/spreadsheets in the cloud
Aggregators iGoogle Choose the content you want to see, where it comes from.
Presents on an organized page automatically
RSS Really Simple Syndication. Get automatic notifications from
blogs, web pages, etc. when new content is posted
Search Google, Yahoo, Bing Integral to finding relevant web pages, with over 1 trillion
Google-indexed pages
Mobile Cell Phones, Tablets Fastest growing segment, less expensive than laptops,
desktops, and broadband. Completely portable.
Interpersonal WebEx, GoToMeeting Connect and communicate with customers and prospects via
web meetings, free telephone service, voicemail to email

9. Eye Opening Statistics
1.1 Billion
Monthly Users
700 Billion
Minutes/Month
30 Billion
Content Pieces
Shared
45 – 54 ↑ 46%
Since 2012
500 Million
Registered Accounts
288 Million
Monthly Users
190 Million
Tweets/ Day (2011)
55 – 64 ↑ 79%
Since 2012
1 Billion
Monthly Users
2.9 Billion
Hours/Month
6 Billion
Hours Watched
18 – 34
Engagement > Cable
200 Million
Monthly Users
Two New Users
Join Every Second
10 Million
Endorsements Given
Daily
55% of Members are
Female

10. Mobile Statistics
96% Actively
Send Texts
> 84 Billion Text
Messages/Month
1 Trillion Messages
Sent 2009
96% New Phones
Web Enabled

11. So, What’s the Big Deal?
• Happy Customer, Angry Customer
• Enables Two-Way Communication
• Builds Relationships
• Share Experiences
• What Are They Saying?
• Greater Visibility
• Must Be Strategic

12. Monitoring Risk and Feedback

13. Build a Relationship
• Bank Some Goodwill
• Build Trust
• Engage Customers
• Encourage Feedback
• Continue The Conversation

14. How to Listen
• Internal and External Channels
• Available Tools
– Free – Google Alerts, Twitter Search, Facebook Search,
YouTube Search, socialmention.com
– Fee – Meltwater buzz, Hoot Suite, Radian6, Bazaar
Voice
• Search for Keywords
– Your brand or company name
– Competitors name or brand
– Terms and words
• YouTube as Resource

15. Platform Website Pros
Meltwater Buzz Meltwater.com Comprehensive tracking and analysis of user-
generated content
Parature Parature.com Listen to and route customer comments to
appropriate departments
Radian6 Radian6.com Listen, measure, and engage with your
customers across the entire social Web
Sysomos Sysomos.com Instant and unlimited access to all social media
conversations
Vocus Vocus.com On-demand software for public relations
management
Hoot Suite Hootsuite.com Schedule messages and tweets, track brand
mentions, analyze social media traffic
Bazaar Voice bazaarvoice.com Real time social data analysis, manage product
reviews
Major Fee-Based Enterprise
Listening Systems

16. I’m Listening, Now What?
• Keep an Open Mind
• Fix Problems Quickly
• Incorporate Suggestions
• Promote Popular Features
• Formulate A Response Plan

17. Responding to Negative Feedback
• Be Ready For It
• Can’t We Just Ignore It or Delete It?
• Respond Quickly and Authentically
• Develop a Response Plan
– Determine Who Will Respond
– Prepare Responses
– Ensure Enough Resources

18. Responding to Positive Feedback
• It’s Powerful
• Thank You!
• Develop a Corporate Social Personality
• On-Going Discussion
• Don’t Ignore

19. Corporate Social Media Personality
Examples

20. Personal Social Media
Personalities

21. Interpreting Collected Data
• Real vs. Background Chatter
• Early Warning System
• Don’t Overreact
• Check The Facts

22. Integrating Social Media into a
Recall Plan

23. Five Steps to Integration
• Anticipate Likely Recall Scenarios
• Preempt Consumer Questions
• Control Sources of Consumer Information
• Contribute to the Conversation
• Follow-Up

24. Anticipate Likely Scenarios
• Determine Most Likely Recall Scenarios
• Be in the Social Media Spaces Early
• What Keywords and Hashtags Will Be Used
• Decide on Social Media Channels for Outreach
• Create Content Templates
• Determine Guidelines and Approval Processes
• Rehearse Scenarios

25. Preempt Consumer Questions
• Be Proactive In Reaching out to Consumers
• Remember Information is Available 24/7
• Utilize Company Website and Social Media
Channels
• Create a Set of FAQs

26. Control Sources of Information
• Communicate Clearly to Consumers
• Responses Consistent Across all Channels
• Utilize Official Website to Control Message
• Monitor Social Media Channels
• Involve Employees In Process

27. Control Sources of Information
• Communicate Clearly to Consumers
• Responses Consistent Across all Channels
• Utilize Official Website to Control Message
• Monitor Social Media Channels
• Involve Employees In Process

28. Follow-Up
• Continue to Monitor
• Remain Vigilant!
• Keep Talking

29. Resources

30. CPSC Resources
CPSC Social Media
• Twitter
• YouTube
• Blog
• Google+
• SlideShare
Mobile Recall Apps
Recalls.gov - US
Recalls/Alerts - CN

31. Social Media Articles
• Tips for Using Social
Media in Product Recall
• How Businesses Can
Survive a Product Recall
Using Social Media
• Social Media Must Move
to The Boardroom
• Maintaining Brand
Reputation in the Event of
A Product Recall
• How to Use Social Media
to Manage Product Recall
PR
• 21 Awesome Social Media
Facts, Figures and
Statistics for 2013
• 20 Stunning Social Media
Statistics Plus Infographic

32. Books
• Socialized! How the Most Successful Businesses
Harness The Power of Social – Mark Fidelman
• The Social Media Bible: Tactics, Tools & Strategies For
Business Success – Lon Safco
• The Facebook Era - Tapping Online Social Networks to
Market Sell, and Innovate – Clara Shih
• Social Media Analytics Effective Tools for Building,
Interpreting, and Using Metrics – Marshall Sponder
• Likeable Social Media How to Delight Your Customers,
Create an Irresistible Brand, and Be Generally Amazing
on Facebook – Dave Kerpen
• Socialnomics How Social Media Transforms The Way
We Live and Do Business – Erik Qualman

33. Whitepapers
• When Social Media Bites Back – Tamara
Littleton and Kate Hartley (eModeration.com)
• A Guide to Managing and Moderating
Customer Review Sites – Tamara Littleton
eModeration.com)