Recommended
Recommended
More Related Content
Similar to HRDF Training in Social Media Crisis Management and Online Customer Services - Preview
Similar to HRDF Training in Social Media Crisis Management and Online Customer Services - Preview (20)
Recently uploaded
Recently uploaded (9)
HRDF Training in Social Media Crisis Management and Online Customer Services - Preview
- 1. Customer Care and Crisis Management Through Social Media www.charlesmann.com.my
- 2. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 2 Always On Almost immediate information Real-time communication
- 3. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 3
- 4. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 4
- 5. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 5 Content Publishing Ease of content creation Even easier on mobile devices Growing use increases content
- 6. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 6
- 7. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 7 Sharing Features Facebook Likes and Shares Instagram hash tags YouTube Likes, Shares & Embeds
- 8. Benefits of Social Media © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 8
- 9. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 9 Why Do Messages Spread? Quality Authority Trust Persuasiveness Perception
- 10. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 10 Why Do Messages Spread? Timing (Zeitgeist) Humour Luck!
- 11. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 11
- 12. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 12
- 13. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 13
- 14. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 14 Why Are Messages Unpopular? Lack of trust Boring content Not passionate No desire to build relationship
- 15. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 15 Why Are Messages Unpopular? People look for validation Share for opinions and ideas Audience misunderstood Email still more popular
- 16. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 16 House Rules
- 17. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 17 Dear visitor. On our [COMPANY] fan page we encourage and welcome your interactions by leaving your content in various forms (comments/postings, photos, videos and links). Such user-content from visitors does not necessarily reflect the opinions or ideals of [COMPANY] and does not endorse anything contained therein and does not accept any liability in connection therewith. [COMPANY] is under no obligation to examine user-content with regard to lawfulness or compliance with the rules below. Even though [COMPANY] exercises greatest care, no liability can be accepted as to completeness, topicality and/or accuracy of content provided directly by [COMPANY]. To contribute to this site you must be aged minimum 15 and be a registered member of Facebook. Please ensure your contributions are civil, constructive, suitable for any age and do not show any disrespect to neither other human beings nor animals nor companies. If your contributions do not comply with [COMPANY] Terms of use, Facebook's Terms or these house rules, they will be removed and you may be removed or permanently banned from the fan page.
- 18. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 18 Obscene and objectionable content: [COMPANY] asks all our users to keep their contributions suitable for all ages. It is your responsibility to ensure that the content uploaded to the page (including any material embedded therein) does not infringe any third parties' personal rights (including but not limited to personality, privacy, publicity, reputation) and that is neither illegal nor unlawful. We will not tolerate postings, content, or links that contain illegal, vulgar, offensive, violent, obscene, defamatory, disparaging, racist, pornographic or generally indecent/inappropriate matter. User names, impersonation and representation: You are not permitted to impersonate other people - either well-known people or other members of this site. Anybody representing [COMPANY] will be clearly identified as such and further action may be taken.
- 19. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 19 Copyright and plagiarism: It is your responsibility to ensure that the content you upload, refer to, or link to on the page (including any material embedded therein) does not infringe any third parties' intellectual property rights (including, but not limited to: copyright and allied rights, trademark rights) and that is neither illegal nor unlawful. Before uploading anything to this site, make sure you own the rights to it. This means: any text, images, video or sound you upload is your own creation or is legally available for you to use. This includes not uploading text or song lyrics you have copied from the internet, music used in the background of a sound clip or video or photographs and images created by another person. [COMPANY] will protect its intellectual property used or displayed on this page. [COMPANY] trademarks, signs, names, logos or matter protected by copyright for the benefit of [COMPANY] (texts, visuals, photographs, videos etc.) shall not be used in any way and for any purpose without [COMPANY] prior written consent.
- 20. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 20 Safe content: DO NOT link to any kind of media or executable file directly (e.g. an MP3, a video file, or an installer). DO NOT open any link to any kind of media, as there may be a risk of a virus. NOTE: [COMPANY] cannot accept any liability for links posted by fans and does not endorse anything contained in the linked website or guarantee safe access/visit thereof. Advertising and commercial activity: You are not allowed to use this site for either advertising or promotion, nor for the solicitation of donations or other kinds of money raising, whether for charity or otherwise. This applies to all forms of content (text, links, email addresses, images, videos, or otherwise).
- 21. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 21 Moderation [COMPANY] furthermore reserves the right to delete any content that is breaching these house rules, [COMPANY] Terms of Use or Facebook's Terms. If deletion of contents proves insufficient in a particular case, further appropriate measures may be taken to ensure decency and integrity of this page. [COMPANY] moderates this site for breaches of these house rules and our Terms and Conditions. We also are required to manage the volume of comments posted on individual items of content to ensure pages don't become unreadable. We rely on our followers to help us with this by reporting contributions or comments that break our rules. If you think that a posting or user content has broken any of our house rules, or have concerns about any comment or content, alert us by contacting [EMAIL]
- 22. Social Media Principles © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 22 Case Studies
- 23. Case Study © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 23
- 24. Case Study © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 24
- 25. Case Study © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 25
- 26. Case Study © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 26
- 27. Case Study © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 27
- 28. Case Study © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 28
- 29. Crisis Communications © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 29 Responding to Negative Engagement
- 30. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 30 Is it a Crisis? Asymmetry Change from norm Potential impact Crisis Communications
- 31. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 31 Identify Level Rational Irrational Abusive Crisis Communications
- 32. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 32 Respond to Level 1 and 2 Take step back Don’t be inactive Use same platform Show commitment to rectify Crisis Communications
- 33. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 33 Respond to Level 3 Abuse, profanity and slurs Not tolerated Remove post Crisis Communications
- 34. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 34 Additionally…. Be patient Put yourself in customer shoes Show remorse Spread across platforms Mitigate impact Crisis Communications
- 35. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 35 Additionally… Allow venting Rule of 3 Pause all scheduled posts Prepare to create content Crisis Communications
- 36. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 36 Finally… Reach out or draw in Delegation of authority Crisis Communications
- 37. © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 37 The 5 C’s Compassion Concern Commitment Control Communication Crisis Communications
- 38. Charles Mann Training & Consultancy © Copyright Charles Mann Training & Consultancy Sdn Bhd Page 38 Join Us! facebook.com/charlesmannMY linkedin.com/company/charlesmannMY
Editor's Notes
- Welcome. Thanks. Introduction; involved in industry since 1996. First batch of graduates Teesside Uni. Worked in Saudi, very early days of internet there. Online marketing unheard of there. Worked in UK with travel, telecom, charities, fashion retail, many more. Offline to online transitions, effective websites, seo and ppc campaign handling, web results analysis and reporting, social media implementation, multimedia content etc.
- Straight away, notifications of updates or post. Happens straight away. Real-time comms. No delay. Makes it excellent tool for getting information out fast. Always on – means appears in the face of the receiver pretty prominently!
- Tells you when and how! Note the share options right next door!
- Again, tells time of when posted. Notifications also received. With Tweets, its in so many places! Try following major comps, and see how many updates appear! Example of BFM 89.9!
- Device wide platforms. No longer restricted by programming codes, updates, bug fixes etc. Example: uni project. Scan, edit, fix, optimise, publish. Now, from device straight away on social mediums!
- Interesting how each device differs. Catered design for each type of user... Taking advantage of each devices objectives and purpose.
- Main method of getting info out. Purpose of using social media is relying or hoping the person will spread. Therefore, all social media platforms offer vast sharing tools and numerous methods.
- OPEN YOUTUBE AND SHOW SHARE FEATURES
- Because content is done well and doesn’t look amateur. If bad quality, people don’t spread to friends. Has authority. I.e. From management, or head of department etc. Tenby: from headteacher! The company or organisation is trustworthy. Example: Tweet of OBL killing was from office of Rumsfeld. Spread very fast. Message is demanding some type of urgent action. Maybe deadline. Or limited edition. Message is relevant to current thought of the receiver or community. News of the week for example, so everyone talking about it or interested in it.
- Good timing due to event or other trend. Eg Olympics or World Cup Humour. Works very well. Always popular reason. People like to spread jokes or humour. Just luck!
- Clinton ran for president first in 2008 – iPhone didn’t have video shooting! When this happened, over 65% of Americans have smartphone! Video recorded by individual at 9.32am. Fox reported it at 9.37am! NBC at 10.04am!
- Clinton ran for president first in 2008 – iPhone didn’t have video shooting! When this happened, over 65% of Americans have smartphone! Video recorded by individual at 9.32am. Fox reported it at 9.37am! NBC at 10.04am!
- Clinton ran for president first in 2008 – iPhone didn’t have video shooting! When this happened, over 65% of Americans have smartphone! Video recorded by individual at 9.32am. Fox reported it at 9.37am! NBC at 10.04am!
- Opposite to what was discussed previously basically! People don’t trust the company. Has had bad reputation in past which hasn’t been repaired. Imagine ENRON trying! Boring content. Doesn’t evoke any kind of reaction or action. Pointless to viewer or user. No reason or passion behind message. Just using social media for sake of it or because its the ‘in’ thing to do! This also results in a fake or no real desire to network.
- Some people rely on preconceived info about brand. If its new, they’re naturally put off. Some people wait to here other opinions first The audience could have been misunderstood completey. Eg. Hidaayah targeting students in UK with deluxe packages. Even later, it was hard to shake off the premium image! Email communication still more popular as direct and personal touch. Following are reasons why messages fail...
- Create a set of house rules under following categories for FB users: Intro – Explaining why? Obscene or objectionable Content Impersonation or misrepresentation Copyright of content Safe content Advertising Moderation
- Create a set of house rules under following categories for FB users: Intro – Explaining why? Obscene or objectionable Content Impersonation or misrepresentation Copyright of content Safe content Advertising Moderation
- Create a set of house rules under following categories for FB users: Intro – Explaining why? Obscene or objectionable Content Impersonation or misrepresentation Copyright of content Safe content Advertising Moderation
- Create a set of house rules under following categories for FB users: Intro – Explaining why? Obscene or objectionable Content Impersonation or misrepresentation Copyright of content Safe content Advertising Moderation
- Create a set of house rules under following categories for FB users: Intro – Explaining why? Obscene or objectionable Content Impersonation or misrepresentation Copyright of content Safe content Advertising Moderation
- Create a set of house rules under following categories for FB users: Intro – Explaining why? Obscene or objectionable Content Impersonation or misrepresentation Copyright of content Safe content Advertising Moderation
- Remember; no control!
- Taking advantage of tragedy
- Impersonating!
- Paradigm Mall
- Exercise: how would you deal with the Paradigm mall issue? If someone complains on such a public platform?
- When the company does not know any more than the public about what’s going on. When your plane lands in the Hudson River, and you start seeing Twit Pics of it, that’s information asymmetry – the first sign of a social media crisis Nike (and now Apple) are routinely criticized for labor practices. Social chatter about that is ongoing and expected, however. That’s not a crisis. When a markedly different line of criticism occurs, that’s the second sign of a social media crisis. Somebody tweeting that Subway left mustard off their sandwich isn’t a crisis. A gunman at a Subway is. Scope and scale is the theirs sign of a social media crisis.
- What level? Level 1: the customer is rationale and gives a reason for being upset Ex: I bought the happy meal yesterday and it tasted terrible! The food was cold and tasted old. I want my money back! Level 2: the customer is irrationale and blatantly attacks the business Ex: I hate this shop. No one should shop here at all! Level 3: the customer uses profanity, racial slurs, or other language that should not be tolerated.
- It’s of critical importance that complaints issued by fans are addressed. Inactivity appears as though a business has ignored the issue. Furthermore, a community can see the angry post. A business that does not reply shows that it is unconcerned with customer support, which is detrimental to the business reputation. The best response illustrates respect and understanding for a customer’s concerns, and indicates an intention to rectify any problems. USE SAME PLATFORM: Mention Kashi example.
- If the fan chooses to use profanity or offensive comments that are not appropriate on Facebook, then you should immediately delete the post. As a principle, never tolerate inappropriate messages on your public forum.
- The next step is to send a private message or email to the customer to open up direct options to address his or her complaints. The goal is to extend an apologetic hand to the customer and make sure he or she knows you’re willing to make it right. Move the conversation from a public to a private forum to give the customer a personal touch that signals you care. Do not offer direct lines of communication or special discounts publicly. This can lead to other people creating problems just to get that special treatment, so it’s best to keep discounts off the Facebook Wall. If Level 2, ask fan to remove. If level 1, ask them to follow up with positive response publicly. Can never be fully controlled, just like piracy! Designed to be 2-way communication. But damage control is what we are looking for.
- Let people post and get it out of their systems! Don’t respond more than three times, as it then becomes an argument. Joan rivers example: http://www.businessinsider.my/joan-rivers-promotes-iphone-6-in-instagram-facebook-posts-2014-9/?r=US&IR=T#WkarVUFf6G25Db91.97 You may have to create additional campaigns to remove negativity
- Conversely, when BP suffered their Deepwater Horizon accident, as a B2B operation they had no social media engagement to speak of, no stakeholder relationship on which to draw and a relatively small and inexperienced social media team. They chose very sensibly to rely on a single website on which they posted the now infamous streaming video of the leaking wellhead together with all the other information, positions, latest news, etc that they wished to make public. They then referred stakeholders to this single resource, allowing them to focus their limited resources on a single channel: http://www.bp.com/en_us/bp-us/commitment-to-the-gulf-of-mexico/deepwater-horizon-accident.html KitchenAid responded with a brand apology in just 8 minutes, earning themselves an A+ for swift action. Cynthia Soledad, the Kitchen Aid brand manager had the delegated authority to speak on behalf of the brand and used it to prevent damage to the Kitchen Aid brand. Do you have that delegated authority should you need it?
- Compassion – If anyone has been hurt or killed in the crisis, start by expressing your heartfelt condolences to those affected – and mean it! Concern – Express concern that the incident has occurred in the first place. Commitment – Make clear your absolute commitment to get to the bottom of what has gone wrong and ensure it will never happen again. Control – People will feel much better if you make it clear that the crisis response will be managed and controlled from the top. Communication – Undertake to provide regular updates and information to stakeholders. Speculation loves a vacuum and social media will fill it for you if you let it.
- Newsletter, facebook, twitter... Also Youtube channel where we add useful videos containing tips and advice to our playlist. Plus original content planned.