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Managing Social Media
During Tough Times
Sutirapan Sakkawatra
Crisis Management by คุณสุธีรพันธ์
What was your last nightmare?
Facebook nightmare
Twitter nightmare




http://blog.hubspot.com/blog/tabid/6307/bid/9286/Learning-From-Kenneth-Cole-s-Social-Media-Mistake.aspx
YouTube nightmare
Blog nightmare




From
one single
tweet
Website nightmare
Crisis Management by คุณสุธีรพันธ์
Fear.
Brands are not used to being open; they’re used
to being in control. Old-style marketing was easy
– you push out a message to millions of people
(through TV or radio) and you’re done.

Because a lot of executives often are not
personally active on social networking sites and
microblogs, they lack full knowledge of the inner
workings.

The negative press some companies are getting
for portraits the wrong approach to social media
and you start seeing the lack of trust in the
effectiveness of social media.
Conversations are
happening online
with or without you.
It’s all about human.
Crisis Management by คุณสุธีรพันธ์
Top Amex’s Social Conversation




‘Oh, my gosh, I just got my Gold Card arrived!’
“We didn’t have a strong agenda.
I wanted us to listen, watch, and learn
  what people were interested in, and
then serve up the appropriate content.

The community shaped our strategy.
     It’s to build long-standing
 relationships with customers and
              partners.”


  John Hayes, CMO, American Express
Whether or not we should hire an agency?


      “We don’t have agencies
          helping us here—
      something I initially was
   questioned about, because it’s
     easier to outsource. But my
   view was to have us living and
        breathing this stuff.”




  Leslie Berland, SVP Digital Partnership & Developement
  American Express
What do you answer when a customer
say ‘I’m having an issue.’ online?

  “Set up a small team of dedicated
 customer-service representatives in
  consisting of social-media-savvy
  employees who had already been
     trained to correspond with
        customers via e-mail.”




 Leslie Berland, SVP Digital Partnership & Developement
 American Express
Do we need to run Social Media strategy
as we run Business Units?

   “You can imagine that everyone
    wanted a Facebook presence.
 But this implied that we ran the risk
  of fragmenting our cardmember
             community.
Now everyone gets to benefit from the
              2.7 million
 “Likes” that we have on Facebook.”


  Leslie Berland, SVP Digital Partnership & Developement
  American Express
“We were trying to go where our cardmembers are
     and provide them with an awesome experience.”

Luke Gebb, VP Global Marketing Capabilities - American Express
“The aftermath of
                         Haiti earthquake, we then realized the
                         power of that channel to connect with
                       media, and how this would change the way
                                that we publicize news.”




Leslie Berland, SVP Digital Partnership & Developement - American Express
Learn how to use fire drills.
Crisis Management by คุณสุธีรพันธ์
Situation Timeline

BP offshore drilling - Deep Horizon exploded, killed 11 and
injured 17 of its workers
Oil has been spilling out into the ocean for few months before
finally capped
Situation Timeline
Situation Timeline

BP offshore drilling - Deep Horizon exploded, killed 11 and
injured 17 of its workers
Oil has been spilling out into the ocean for few months before
finally capped
BP’s inefficiency to stop spill and blaming other parties fueled the
incident
CEO’s insensitive comments about the amount of oil being ‘tiny’
Worst, his remark that he ‘would like his life back’ from crisis
BP has failed to harness its social media.




                    V.S.




Faith                                    Fact
During the crisis, BP constantly update their social media tools to provide the latest information
without any form of engagement. However, BP’s voice in social media is drown in the voices of
dissenters. Below are the social media tools BP adopts and their fan-base numbers. For Facebook
                It’s the fan-base belonging you and youralso presented.
and Twitter, statistics of war between to dissenters are detractors.
                                                                            Twitter
                                                                            BP Official Account
                                                                            18,596 Followers

                                                                            BPGlobalPR
                                                                            190,561 Followers




                                                   Facebook
                                                   BP Official Page
                                                   41,069 Fans

                  Youtube                          Boycott BP Page
                  6,472 Subscribers                846,608 Fans
© 2010 Adonai Training LLP. All rights reserved.
Don’t blind yourself.
People love negative sentiments when crisis happened.
Lesson Learned


What BP has done right?
  1. Update its social media platform


What BP has not done right?
  1. Did not build up a strong loyal base at the first place
   2. Failure to engage with fans/followers in crisis
   3. Ignore to cease or respond to negative comments
   4. No team in place 24/7
Recommendation

1. Involvement : network/community numbers/quality, time
spent, frequency, geography

2. Interaction : read, post, comment, reviews, recommendations

3. Intimacy : affection or aversion to the brand ; community
sentiments, opinions expressed etc

4. Influence : advocacy, viral forwards, referrals and
recommendations, social bookmarking
Source: adapted from Hamill (2010)
Lesson Learned




                              Past.
 News broadcaster set the message first, people then tweeted.
                            Present.
People tweeted first, then news broadcaster picked up to report.
It’s easier to forgive a friend than a stranger.
Listen. Listen. Listen.
A story of Dave Kerpen.
“Many business
              executives still don't
              understand how to
              leverage it for their
              organizations, large or
              small. They're too
              focused on the talking,
              and not focused enough
              on the listening.”


              Dave Kerpen
              CEO, Likeable Local, NY Times Best-Selling
              Author & Keynote Speaker

http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
No Vegas hotel could be worth this long wait. Over an hour to
                                                checkin at the Aria. #fail




http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
What do you think the Rio Hotel would tweet?



                                     “Come on over, we have no line here. - Rio Hotel”

                                          “Call us, we have a room for you. - Rio Hotel”




                                                                                                Wrong!

http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
Sorry about your bad experience, Dave. Hope the rest of your
                                               stay in Vegas goes well.




http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
Crisis Management by คุณสุธีรพันธ์
Lesson Learned

              1. All they did was use social media to
              listen, and then show a little empathy
              to the right person at the right time.

              2. An ad, or a push-marketing-like
              message from the Rio, simply wouldn’t
              have worked.

              3. But their ability to listen, respond
              and be empathic did work.
http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
People talk about themselves don’t go really far.
Content drives traffic.

  Traffic creates interest.

Interest breeds conversion.
Be polite.
V.S.




http://www.web-strategist.com/blog/2010/03/22/prepare-your-company-now-for-social-attacks/
Greenpeace’s
                                                                     Give Rain Forests A Break campaign




http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/
Timeline
             March 16 - Greenpeace reported calling out Nestle

             March 17 - Nestle launched press release that they dropped palm oil
             supplier in question




http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
Trouble Profile Photo


                                                                        Paul Griffin - "not sure you're going to win
                                                                        friends in the social media space with this
                                                                        sort of dogmatic approach. I understand that
                                                                        you're on your back-foot due to various
                                                                        issues not excluding palm oil but social
                                                                        media is about embracing your market,
                                                                        engaging and having a conversation rather
                                                                        than preaching!"

                                                                        Nestle - "Thanks for the lesson in manners.
                                                                        Consider yourself embraced. But it's our
                                                                        page, we set the rules, it was ever thus."


http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
Ongoing social backlash
Ongoing social backlash




http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
Nestle’s Apology.
Fueled by Twitter.




http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
Public Screw-Up.
One year later.
Lesson Learned

1. While every company has critics, they can now organize a
coordinated attack.

2. Facebook fan page brand-jacking is the new form of tree
hugging. Don’t leave the page open for detractors.

3. Ownership isn’t clear –yet the power belongs to community.
Recommendation

1. Companies must have a community strategy –don’t jump
without a parachute.

2. Hire seasoned community managers –don’t relegate to
PR intern.

3. Plan and practice for the worse –yet live for the best.
Believe me you don’t want to see this in your board room.
7 advices during peaceful time.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#1 Start getting engaged now.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#2 Build your team.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#3 Have social monitoring tools ready.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Social monitoring
isnt a geeky tool,
     It’s all about
listening like your
   grand mom is
  listening to her
     neighbours.
Google Alerts




                To your email




Or send to your Google Reader
Twitter Search
Radian6



          Tune In - Get the coverage to
          ensure you don’t miss a beat

          Listen globally - conversations are
          happening in many languages

          Find clarity - Dig deeper with
          insights
OBVOC



    Listen to online conversation

    Understand consumer insights

    Measure efficiency & effectiveness

    Discover what you need

    Follow Thai bloggers
ZocialEye

            Track a variety of social media
            channels
            Watch your trend and
            engagement
            Know your brand influencer
            Know what people are talking
            about
            Track complaints of your
            branches
            View your video campaign
            feedback
#4 Make use of latest news on your home page.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#5 Create a dark site.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#6 Plan search terms to draw traffic.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
#7 Learn to use the right weapons.
                                      Twitter, Facebook, YouTube, LinkedIn




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Admit it with Twitter.


                                        Re Egypt tweet: we weren't intending to
                                        make light of a serious situation. We
                                        understand the sensitivity of this historic
                                        moment -KC




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Divert community to your response via Facebook.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Broadcast top executive on YouTube.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
Links to professional with LinkedIn.




http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
5 advices during the war time.
                                Social Media Crisis Response Plan




http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
Bad news always travel fast.




http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
Crisis Management Framework
Crisis Management Framework
Crisis Management Framework
Crisis Management Framework
Crisis Management Framework
Crisis Management Framework
Ogilvy says 5 Things to remember.


  Everything happens at lightening-speed

   People demand ‘hyper-transparency’

Dialogues as important as message delivery

  Search reputation delivers multimedia

  Brand detractors have the same tools
7 Tips for Dealing With Upset Facebook Fans




http://www.socialmediaexaminer.com/7-tips-for-dealing-with-upset-facebook-fans/
#1 Respond no matter what
#2 Be patient and understanding
#3 Contact the Customer Privately
#4 Consider asking the fan to remove the post
#5 Respond back to the original post
#6 Let your community respond
#7 The Last Resort - Report
“With any negative comments, there obviously was an opportunity
                   to turn those into positives.

           With the neutral, we had a big opportunity
              to turn those people into advocates.

         And with the positives, we had the opportunity
                          to amplify.”


          Leslie Berland, SVP Digital Partnership & Developement
                             American Express
Crisis Management by คุณสุธีรพันธ์
Thank you & good luck!

 sutirapan@gmail.com
     08 0555 0777

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Crisis Management by คุณสุธีรพันธ์

  • 1. Managing Social Media During Tough Times Sutirapan Sakkawatra
  • 3. What was your last nightmare?
  • 10. Fear.
  • 11. Brands are not used to being open; they’re used to being in control. Old-style marketing was easy – you push out a message to millions of people (through TV or radio) and you’re done. Because a lot of executives often are not personally active on social networking sites and microblogs, they lack full knowledge of the inner workings. The negative press some companies are getting for portraits the wrong approach to social media and you start seeing the lack of trust in the effectiveness of social media.
  • 15. Top Amex’s Social Conversation ‘Oh, my gosh, I just got my Gold Card arrived!’
  • 16. “We didn’t have a strong agenda. I wanted us to listen, watch, and learn what people were interested in, and then serve up the appropriate content. The community shaped our strategy. It’s to build long-standing relationships with customers and partners.” John Hayes, CMO, American Express
  • 17. Whether or not we should hire an agency? “We don’t have agencies helping us here— something I initially was questioned about, because it’s easier to outsource. But my view was to have us living and breathing this stuff.” Leslie Berland, SVP Digital Partnership & Developement American Express
  • 18. What do you answer when a customer say ‘I’m having an issue.’ online? “Set up a small team of dedicated customer-service representatives in consisting of social-media-savvy employees who had already been trained to correspond with customers via e-mail.” Leslie Berland, SVP Digital Partnership & Developement American Express
  • 19. Do we need to run Social Media strategy as we run Business Units? “You can imagine that everyone wanted a Facebook presence. But this implied that we ran the risk of fragmenting our cardmember community. Now everyone gets to benefit from the 2.7 million “Likes” that we have on Facebook.” Leslie Berland, SVP Digital Partnership & Developement American Express
  • 20. “We were trying to go where our cardmembers are and provide them with an awesome experience.” Luke Gebb, VP Global Marketing Capabilities - American Express
  • 21. “The aftermath of Haiti earthquake, we then realized the power of that channel to connect with media, and how this would change the way that we publicize news.” Leslie Berland, SVP Digital Partnership & Developement - American Express
  • 22. Learn how to use fire drills.
  • 24. Situation Timeline BP offshore drilling - Deep Horizon exploded, killed 11 and injured 17 of its workers Oil has been spilling out into the ocean for few months before finally capped
  • 26. Situation Timeline BP offshore drilling - Deep Horizon exploded, killed 11 and injured 17 of its workers Oil has been spilling out into the ocean for few months before finally capped BP’s inefficiency to stop spill and blaming other parties fueled the incident CEO’s insensitive comments about the amount of oil being ‘tiny’ Worst, his remark that he ‘would like his life back’ from crisis
  • 27. BP has failed to harness its social media. V.S. Faith Fact
  • 28. During the crisis, BP constantly update their social media tools to provide the latest information without any form of engagement. However, BP’s voice in social media is drown in the voices of dissenters. Below are the social media tools BP adopts and their fan-base numbers. For Facebook It’s the fan-base belonging you and youralso presented. and Twitter, statistics of war between to dissenters are detractors. Twitter BP Official Account 18,596 Followers BPGlobalPR 190,561 Followers Facebook BP Official Page 41,069 Fans Youtube Boycott BP Page 6,472 Subscribers 846,608 Fans © 2010 Adonai Training LLP. All rights reserved.
  • 29. Don’t blind yourself. People love negative sentiments when crisis happened.
  • 30. Lesson Learned What BP has done right? 1. Update its social media platform What BP has not done right? 1. Did not build up a strong loyal base at the first place 2. Failure to engage with fans/followers in crisis 3. Ignore to cease or respond to negative comments 4. No team in place 24/7
  • 31. Recommendation 1. Involvement : network/community numbers/quality, time spent, frequency, geography 2. Interaction : read, post, comment, reviews, recommendations 3. Intimacy : affection or aversion to the brand ; community sentiments, opinions expressed etc 4. Influence : advocacy, viral forwards, referrals and recommendations, social bookmarking Source: adapted from Hamill (2010)
  • 32. Lesson Learned Past. News broadcaster set the message first, people then tweeted. Present. People tweeted first, then news broadcaster picked up to report.
  • 33. It’s easier to forgive a friend than a stranger.
  • 35. A story of Dave Kerpen.
  • 36. “Many business executives still don't understand how to leverage it for their organizations, large or small. They're too focused on the talking, and not focused enough on the listening.” Dave Kerpen CEO, Likeable Local, NY Times Best-Selling Author & Keynote Speaker http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
  • 37. No Vegas hotel could be worth this long wait. Over an hour to checkin at the Aria. #fail http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
  • 38. What do you think the Rio Hotel would tweet? “Come on over, we have no line here. - Rio Hotel” “Call us, we have a room for you. - Rio Hotel” Wrong! http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
  • 39. Sorry about your bad experience, Dave. Hope the rest of your stay in Vegas goes well. http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
  • 41. Lesson Learned 1. All they did was use social media to listen, and then show a little empathy to the right person at the right time. 2. An ad, or a push-marketing-like message from the Rio, simply wouldn’t have worked. 3. But their ability to listen, respond and be empathic did work. http://www.linkedin.com/today/post/article/20130207152835-15077789-the-1-thing-every-business-executive-must-understand-about-social-media
  • 42. People talk about themselves don’t go really far.
  • 43. Content drives traffic. Traffic creates interest. Interest breeds conversion.
  • 46. Greenpeace’s Give Rain Forests A Break campaign http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/
  • 47. Timeline March 16 - Greenpeace reported calling out Nestle March 17 - Nestle launched press release that they dropped palm oil supplier in question http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
  • 48. Trouble Profile Photo Paul Griffin - "not sure you're going to win friends in the social media space with this sort of dogmatic approach. I understand that you're on your back-foot due to various issues not excluding palm oil but social media is about embracing your market, engaging and having a conversation rather than preaching!" Nestle - "Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus." http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces#!/
  • 55. Lesson Learned 1. While every company has critics, they can now organize a coordinated attack. 2. Facebook fan page brand-jacking is the new form of tree hugging. Don’t leave the page open for detractors. 3. Ownership isn’t clear –yet the power belongs to community.
  • 56. Recommendation 1. Companies must have a community strategy –don’t jump without a parachute. 2. Hire seasoned community managers –don’t relegate to PR intern. 3. Plan and practice for the worse –yet live for the best.
  • 57. Believe me you don’t want to see this in your board room.
  • 58. 7 advices during peaceful time. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 59. #1 Start getting engaged now. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 60. #2 Build your team. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 61. #3 Have social monitoring tools ready. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 62. Social monitoring isnt a geeky tool, It’s all about listening like your grand mom is listening to her neighbours.
  • 63. Google Alerts To your email Or send to your Google Reader
  • 65. Radian6 Tune In - Get the coverage to ensure you don’t miss a beat Listen globally - conversations are happening in many languages Find clarity - Dig deeper with insights
  • 66. OBVOC Listen to online conversation Understand consumer insights Measure efficiency & effectiveness Discover what you need Follow Thai bloggers
  • 67. ZocialEye Track a variety of social media channels Watch your trend and engagement Know your brand influencer Know what people are talking about Track complaints of your branches View your video campaign feedback
  • 68. #4 Make use of latest news on your home page. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 69. #5 Create a dark site. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 70. #6 Plan search terms to draw traffic. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 71. #7 Learn to use the right weapons. Twitter, Facebook, YouTube, LinkedIn http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 72. Admit it with Twitter. Re Egypt tweet: we weren't intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 73. Divert community to your response via Facebook. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 74. Broadcast top executive on YouTube. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 75. Links to professional with LinkedIn. http://www.chriskenton.com/2008/12/crisis-management-essentials-for-social-media-part-1.html
  • 76. 5 advices during the war time. Social Media Crisis Response Plan http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
  • 77. Bad news always travel fast. http://www.slideshare.net/jbell99/wsj-and-ogilvy-social-media-for-crisis-management-2009
  • 84. Ogilvy says 5 Things to remember. Everything happens at lightening-speed People demand ‘hyper-transparency’ Dialogues as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools
  • 85. 7 Tips for Dealing With Upset Facebook Fans http://www.socialmediaexaminer.com/7-tips-for-dealing-with-upset-facebook-fans/
  • 86. #1 Respond no matter what
  • 87. #2 Be patient and understanding
  • 88. #3 Contact the Customer Privately
  • 89. #4 Consider asking the fan to remove the post
  • 90. #5 Respond back to the original post
  • 91. #6 Let your community respond
  • 92. #7 The Last Resort - Report
  • 93. “With any negative comments, there obviously was an opportunity to turn those into positives. With the neutral, we had a big opportunity to turn those people into advocates. And with the positives, we had the opportunity to amplify.” Leslie Berland, SVP Digital Partnership & Developement American Express
  • 95. Thank you & good luck! sutirapan@gmail.com 08 0555 0777