As your contact centre utilises multi-channel platforms to improve customer experience and business performance, it is prudent to learn from the mistakes done in the past and pick up the important lessons learned. As what we learned from this research, social media could be a double-edged sword. Here are the top social media tragedies and how you can avoid suffering the same fate.

1. Top
Social Media
Most Shocking Social Media Disasters (and how to avoid them)
Disasters
(and how to
avoid them)

2. Top Social Media Disasters (and how to avoid them)
Source: IBM, Bill Chamberlin

3. Top Social Media Disasters (and how to avoid them)
McDonald's Promoted Trend Goes Wrong
Source: Mashable

4. Top Social Media Disasters (and how to avoid them)
Source: IBM, Bill Chamberlin

5. Top Social Media Disasters (and how to avoid them)
Source: Mashable

6. Top Social Media Disasters (and how to avoid them)
United Airlines
Source: IBM, Bill Chamberlin

7. Top Social Media Disasters (and how to avoid them)
Source: IBM, Bill Chamberlin

8. Top Social Media Disasters (and how to avoid them)
Motrin Pain Killer
Source: IBM, Bill Chamberlin

9. Why social media disasters occur?
Lack of planning and preparedness – most
companies are quick to jump onto the latest social
media platforms without preparing for the threat of
future social media disasters.
SOLUTION
Companies must climb the
Social Business Hierarchy of Needs
(based on Maslow’s Hierarchy of Needs)

10. The SOCIAL BUSINESS HIERARCHY OF NEEDS

11. 1. Define Clear business objectives for
using social media.
2. Establish policies to protect both
FOUNDATION employees & customers in relation to
Build a strong foundation social media crises.
for a social business. 3. Provide basic training to empower
employees in using social media
tools.

12. 1. Appoint a team to monitor and
respond to social conversations
SAFETY around the clock.
2. Create a company-wide process for
Organize a team & a
process to deal with and responding to customers in real time.
respond to possible 3. Train your team by doing internal ‘fire
crises. drills’.

13. 1. Take inventory of current social
assets across the company.
FORMATION 2. Form a social media Center of
Excellence (CoE) to serve the whole
Coordinate social media
efforts across the whole organization in terms of education,
company. measurement and tool deployment.

14. 1. Once CoE is in place, trust your
employees to use their own initiative.
ENABLEMENT 2. Encourage them to stay connected
and to learn from each other.
Give employees support
& flexibility to prosper and 3. Give them templates to measure and
reach their goals. record social media results for
reporting purposes.

15. 1. Make decisions based on real-time
business intelligence such as
customer ratings or reviews.
ENLIGHTENMENT 2. Achieve real-time customer
Weave real-time market engagement by empowering
response to business employees through a ‘holistic’ model.
processes and business
planning. 3. Use real-time social data & insights to
make key business decisions.

16. Want to learn more? Then join your peers at
19-20 March 2013, Cyberview Resort & Spa, Kuala Lumpur, Malaysia
Highlights Include:
Social Media, Mobile and Cloud Technologies Transforming Customer
Expectations, Engagement and Their Experience
Unifying Multi-Channel Platforms to Effectively Manage The Total
Customer Experience

17. 19-20 March 2013, Cyberview Resort & Spa, Kuala Lumpur, Malaysia
Website
www.contactcentresasia.com
Download Event Agenda
http://www.contactcentresasia.com/Event.aspx?id=852262

18. Sources:
11 Biggest Social Media Disasters of 2012
http://mashable.com/2012/11/25/social-media-business-disasters-2012/
Social Media 101: Social Media Disasters
http://www.slideshare.net/HorizonWatching/social-media-101-social-media-
disasters#btnNext
How to Avoid Social Media Crisis [Infographic]
http://ijustdid.org/2012/07/how-to-avoid-social-media-crisis/
Social Business Readiness Report by Jeremiah Owyang
http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-
prepared-by-climbing-the-social-business-hierarchy-of-needs/