This document discusses social media and the feedback economy. It provides examples of companies engaging on social media, including responding to complaints. Effective social listening and complaint handling requires being consistent, responsive, and timely. It also requires staff with the right skills and training to engage customers on these channels. Escalation procedures and clear guidelines are important to minimize risks when dealing with customer issues on social media.

1. Social Media & The Feedback Economy:
Risks, Rewards & Opportunities
Darren Sharp, Senior Consultant
Twitter: @dasharp
The Social Media Risk, Privacy & Governance Forum Melbourne 02/11/2012

2. Resonate Solutions
• Managed online communities
• Closed Loop Feedback programs – NPS
• Social Media Listening & Analysis
• Social Media Strategy

3. ChapStick death spiral
Social media death spiral: “ChapStick for some weird
reason doesn't just delete the image, apologize, or
even acknowledge the issue, beyond its infuriating
deleting of comments.”
http://www.adweek.com/adfreak/chapstick-gets-itself-social-media-death-spiral-136097

4. Seven News
“Seven claims it deleted the comment from Linda
Goldspink-Lord “in error”. At the time of deletion,
more than 32,000 people had liked the comment,
and 2000 had commented.”
http://mumbrella.com.au/seven-news-sydney-caught-in-social-media-backlash-105160

5. The 1st rule of community management
Do Not Delete!
http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383

6. KitchenAidUSA
Twitter #fail
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/

7. KitchenAidUSA
Apology
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/

8. KitchenAidUSA
Senior Director Intervenes
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/

9. KitchenAidUSA
Catastrophe averted
http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/

10. Social Listening
• What are customers and competitors saying?
• Where are they saying it?
“You need to be aware of the places where
your customers may be talking about you
and may need your help” - Michael Hill

11. Social Listening
• Gatorade Mission Control Center (May 2010)

12. Social Listening
• Gatorade real time tweets

13. Social Listening
• Dell Social Media Listening Command Center
(December 2010)

14. Social Listening
• Dell social mentions

15. Social Listening: evaluate the issue
Complaint? Question?
Problem? Crowd?
Compliment?
Crisis? Competitor?
Warning?
Campaign?
Resolving customer complaints across social media and traditional channels – Michael Hill

16. http://www.wunderkammerpoetry.com/2009/10/sparkleface.html

18. How much data is created
every minute?
• 2 million Google queries
• 684,478 pieces of content
shared by Facebook users
• 100,000 tweets
• 27,778 Tumblr blog posts
• 3,600 Instagram photos
• Over 200 million emails
• 571 new websites created
http://on.mash.to/MsAYRk

19. The Feedback Economy
Big data, continuous optimization, and replacing
everything with data pave the way for something
far larger, and far more important, than simple
business efficiency. They usher in a new era for
humanity, with all its warts and glory. They herald
the arrival of the feedback economy.
Alistair Croll, The Feedback Economy O’Reilly Media 2012

20. Web 3.0 – Filtering Social Streams
Nova Spivack
• Social streams are quickly becoming key drivers for
how content on the Web is found.
• But how are things found in social streams? It turns
out existing search engines, like Google, are not well-
suited for searching the stream.
• The ability to filter the stream for just those subsets
of messages you actually care about is going to be
absolutely essential in coming years.
http://www.novaspivack.com/uncategorized/keeping-up-with-the-stream

21. How to ride the wave of customer data?
Online Communities
Facebook
Contact Centre
Surveys
Forums Blogs
Twitter
Emails

22. Resonate
Customer insight & action platform – across all customer feedback…
Customer Experience
Monitor Collect Act Discover Improve
email blogs
comments
twitter Customer Data structured NPS forum
unstructured COMPLAINTS identity surveys voting
facebook Anon. contact centre transcript voice to text
Enterprise Data

23. Qual + Quant = Value
What is being said… In what context…

24. Insight & Action Cycle
Listen
Improve Act
Discover

25. Social Media Complaint Handling
When developing your social strategy aim to be…
• Consistent
• Responsive
• Timely

26. KLM Rules of Engagement
• KLM do a great job of keeping consistency throughout
their communications. Each member of their customer
service team follows official company policy to:
http://www.conversocial.com/blog/entry/crafting-a-response-fit-for-the-public

27. KLM Web Care
• Award-winning webcare
• Answer within the hour,
24/7
• 5 languages on
Facebook/Twitter
• Dutch, English, Spanish,
German and Japanese

28. UBank
• Skype calls 24/7
• Doesn’t use automated
responses for social media
• Train existing contact
centre staff to use social
• Goal of 2 hour response
time for customer queries

29. JB HI-FI
• Individual stores have
Twitter accounts
• #jbhelp hashtag
• Staff “self-select” for
social media engagement
• Staff Twitter accounts
• Staff given appropriate
guidelines & training
http://prwarrior.typepad.com/my_weblog/2012/02/will-jb-hifis-twitter-crew-become-australias-equivalent-of-best-buys-twelpforce-1.html

30. Dealing with Negative Comments
Start a conversation by acknowledging the problem and
demonstrating that you really do care and are serious
about getting the problem resolved:
• “I'm sorry...”
• “Thank you”
• “Here's some information...”
• “Thanks for letting us know...”
• “Hi, I've just noticed your tweet - can I help?”
• “That must have been frustrating, how can I help?”
Resolving customer complaints across social media and traditional channels – Michael Hill

31. Dealing with Negative Comments

32. Escalation Procedures

33. Final Considerations
• What processes has your organisation put in
place to deal with social media complaints and
minimise risk?
• Are you consistent, responsive, timely?
• Are the people that manage social media skilled
in dealing with customer complaints?

34. Contact
Darren Sharp, Senior Consultant
darren.sharp@resonatesolutions.com.au
Phone: (02) 9957 9400
Mobile: 0419 314 655
www.resonatesolutions.com.au