When most people think about the advantages of using social media for business, they immediately think of the sales and marketing benefits. And, although social media has opened up many opportunities to sell and market businesses online, social media can also be used as a tool for listening and providing customer service. After all, savvy consumers don’t trust marketing- they trust their peers. This presentation is about whether you or your organization cares to be involved or not with your audience. If you choose not to be involved, you will lose control of the conversation about your product or business. In today's world, trust can take years to build but can be eroded away in one Tweet! Greg Hounslow (Emerging Media Advisor - WestJet) and Trevor Turnbull (Executive Consultant - tMedia Strategies) share insights on why businesses shouldn't fear social media and how it can be used to build trust through transparency and engagement. They present examples of social media disasters, how they could have been avoided and what to do when they can't be avoided. Greg and Trevor have a unique story that you don't want to miss! You will walk away from this presentation inspired by the power of social media and will hear first hand how WestJet uses social media as a crisis management tool when situations erupt around their brand. To watch the live video recording of this SMBYYC presentation visit: http://trevorturnbull.com/speaking

1. Social Media Customer Service
& Crisis Management
Trevor Turnbull Greg Hounslow
Executive Consultant Emerging Media Advisor
tMedia.com facebook.com/westjet
@tMediaStrategy youtube.com/westjet
facebook.com/tMediaStrategies @WestJet

2. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

3. The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

4. The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

5. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

6. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

7. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

8. My Experience Via
Don’t You Worry
I’m Here To Help!
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

9. My Experience Via
@westjet tried calling in to cancel my
flight tomm…on hold for 1hr then got
disconnected. Cant find an email
address on your website
Email us at twitter@westjet.com
and we’ll see what we can do to help
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

10. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

11. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

12. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

13. My Experience Via
Top Keywords
• Trevor Turnbull - 364
• WestJet Email Address - 122
• WestJet Email - 74
Over 140 keyword
variations with the
word “WestJet”
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

14. My Experience Via
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

15. Social Influence
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

16. Listen
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

17. Listen
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

18. Timely Response
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

19. Respond with a human voice
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

20. It’s Never Too Late To Respond
• The Horror Of The Night
• Do not ever say here!!! The staff
are thieves
• Dirty Rooms & Double Charged
• DO NOT STAY HERE
• Turn around and run, sleeping in a
roadside ditch is better
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

21. All Hail Czar Greg
The Art of Corporate Storytelling.
The Science of Creating Contagious Audience Engagement.

22. social media as a
Social Media Crisis Communication
crisis communication tool

23. Trevor Turnbull’s situation
from the other side

24. Another example

25. Another example

26. Here’s how we do it
1. Always be monitoring
2. Don’t be afraid of negative feedback
3. Respond immediately
4. Address the individual
5. Take the conversation offline (email, phone, etc.)
6. If a group is involved, show the group you’re on it
7. Solve the problem, address the concern
8. Identify opportunities for improvement
9. Provide internal feedback
10. Don’t take comments personally

27. Complaint or Opportunity?
1. You can’t please everyone 100% of the time
2. Social media complaints are inevitable
3. A complaint is an opportunity for you to showcase your
communication and problem solving skills
4. The outcome will usually be positive if you put the effort in
“For the most part, all it takes is a touch of humanity to turn a
disgruntled customer into an appreciative fan or follower.”
- Blogger Dany Levy, during Iceland ash cloud

28. Grand Riviera Princess
how social media helped us

29. Grand Riviera Princess

30. Grand Riviera Princess

31. Grand Riviera Princess

32. Grand Riviera Princess

33. Grand Riviera Princess

34. Grand Riviera Princess

35. Grand Riviera Princess

36. Grand Riviera Princess

37. Grand Riviera Princess
1. Social media was an ideal way to communicate
2. We were able to post timely updates
3. We were able to adjust as feedback came in
3. Information was easily shareable
4. Total of 12 updates from Sunday to Wednesday
5. Reach and engagement:
485,000+ impressions
213 comments
367 likes

38. Grand Riviera Princess
Social Media Crisis Communication
do you think it worked?

39. Social Media Customer Service
& Crisis Management
Trevor Turnbull Greg Hounslow
Executive Consultant Emerging Media Advisor
tMedia.com facebook.com/westjet
@tMediaStrategy youtube.com/westjet
facebook.com/tMediaStrategies @WestJet

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