Social media is a new medium, and it can also be used in a new way - not just as a PR tool but also as a tool for broadcasting problem and soliciting solutions

1. Why Social Media is a
Problem Broadcast Medium
Sankaranarayanan
22-23, June 2012, Chennai
Consulting Services

3. The Problem
About 50 Lakh barrels of crude oil
flowed into Gulf of Mexico in 3 months
The Impact
More than 8,000 birds, sea
turtles, and marine mammals were
found injured or dead

4. Timeline
Day 22
Day 3 Day 10
Day 1 5000 ideas BP
Media Innocentive a day
Oil spills broadcast
reports Challenge
video

5. BP's response
$90 million worth ads in three
months

6. Social media is not just a PR tool
Creative Communication Co-creative Communication
(PR/Advertising)
Problem cover up Problem broadcast
What you know What you want to know
Know-how Tell-how

7. Why problem broadcast?

8. P2p

9. Problem can build a brand
"(When) people turn to our
company...I believe they are
looking for how IBMers approach
problems, as well as for the types
of problems we choose to
approach,"
Sam Palmisano, Chairman, IBM

10. IBM Smarter Planet

11. Food to Energy

12. GE's Ecomagination

13. P&G Connect & Develop

14. Shell Dialogues

15. How to broadcast problem?
Events
Dedicated Portals
SM Channels/
Web 2.0
Outsourcing

16. Birth of a new industry...

17. New kid on the block...

18. Facebook as Problem Wall
India’s Mobile Industry
Consulting Services

19. One Problem No Solution

20. Faceless Customer
Nivedita Datta
(December 26, 2011 at 12:11pm)
“Dear (Operator), Hope u get back to me soon else I shall shift from
(Operator) to some other provider & will recommend others also nt to go
to (Operator) for their poor service. Regards, A (till now) loyal (Operator)
cust.”
Operator
(December 26, 2011 at 3:53pm)
“Hi Nivedita, We tried calling you but the number was
switched off. Please share an alternate contact number
for us here http://bit.ly/something to help you better.”

21. Faceless Customer
Nivedita Datta
(December 26, 2011 at 6:58pm)
“I called at the toll free no for assistance & was put on hold
forever... seems u ppl don't anymore care about needs of
your customers or u hav too many customers so u don't care
about losing a few...!”
Operator
(December 27, 2011 at 9:48am)
“Hello Nivedita, Thanks for speaking with us, do
let us know whenever you need our assistance.”

22. Faceless Customer
Nivedita Datta
(December 27, 2011 at 9:50am)
“seems u did't read what I wrote... No one picked my call to help me
out...! N I m freaked out with such service...! and very soon i'll move out
of (Operator) as I am losing trust on ur services...! :/”
Operator
(December 27, 2011 at 12:04pm)
“Hello Nivedita, We request you to write to us at
customercare@(Operator.in) for further
assistance.”

23. Faceless Customer
Nivedita Datta
(December 27, 2011 at 12:05pm)
“I hav done that as well bt no reply...”
Operator
(December 27, 2011 at 3:24pm)
“Hi Nivedita, Thanks for speaking with us, trust
we were able to assist you with the info needed.”

24. Not an odd case

26. Social Media Policy
"The Facebook page serves as a platform
How not to use Facebook!
for interaction and communication. In case
you have any issues or concerns please
send them to
customerservice@company.com. Posting
on this page may not be the best way to
get the information across.

27. Social Media Policy Please note that this page is not intended
How not to use Facebook!
as a place for receiving consumer
complaints. Although we try to forward
most of your complaints to our customer
care department, if you have any
questions about your motorcycle, you can
reach us at:
customerservice@company.com"

28. Source: A New York University Study

29. Worksheet on Listening to
Customer Complaints
Link to File
Consulting Services