alessia morichi – crisis management
DESCRIPTION
Young Digital Lab || Milano, 17-18 Ottobre 2013TRANSCRIPT
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CRISIS MANAGEMENT Quando la Brand Page
si infiamma
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Alessia Morichi @alessiamorichi Social Media Marketing Specialist. Fashion Blogger per passione, Chef per
amicizia. Social Tv addicted. Per me contano i dischi, i bagni nel mare, l'umanità Milano
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SARA’ BELLISSIMO LAVORARE SUI
SOCIAL NETWORK, BELLISSIMO COME
UN SOGNO…
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Sogno
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Realtà
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REGOLA N. 1
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DA FUORI…
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A DENTRO LA RETE
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CRISIS MANAGEMENT
È il processo attraverso il quale una qualunque organizzazione fronteggia un evento che rischia di danneggiarla
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BACHECHE DA INCUBO
COMMUNITY MANAGER
PREPARATISSIMI MA SOLO QUANDO VA
TUTTO BENE
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OCCORRE AVERE UN PIANO
NETIQUETTE
WORKFLOW
Q&A
SPECIAL THANKS TO
FEDE MANCIN BLOCKLIST
TOOL
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NETIQUETTE
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INTERIORIZZAZIONE DELLE REGOLE
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IL TROPPO STROPPIA!
I Fan creano: • Profili non ufficiali; • Gruppi segreti dove
discutere di Off Topics.
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CLIENTI SCONTENTI
TROLL – FAKE ACCOUNT
IL BRAND STESSO
CHI INFIAMMA LA BRAND PAGE?
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I CLIENTI SCONTENTI
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• I valori etici impediscono loro il
ricorso alle lamentele. Non impiegano di frequente tempo e
sforzi per fare sentiment negativo
PASSIVI
• Si lamentano attivamente
dell’azienda ma sono ben disposti a dare
una seconda possibilità
CRITICI
• Hanno una propensione alla
lamentela sopra alla media, fanno
minacce, creano spazi per amplificare
le critiche
ATTIVISTI
I CLIENTI SCONTENTI
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§ Riparazione del prodotto o recupero del servizio § Risarcimento integrale del danno § Offerta di un prodotto o servizio in omaggio § Scuse dell’azienda § Spiegazioni dell’accaduto § Rassicurazione che il problema non si ripeterà § Ringraziamento al cliente per la sua comprensione § Possibilità per il cliente di sfogare la sua frustrazione
8 RIMEDI CHE I CLIENTI RICERCANO
CUSTOMER CARE
SOCIAL MEDIA MANAGER
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ü Correttezza del risultato: i clienti vogliono che
l’azienda paghi per i suoi errori, sostenendo un costo pari al danno arrecato
ü Correttezza procedurale ovvero il risarcimento
deve avvenire in modo equo, chiaro e rapido ü Correttezza nell’interazione oltre ad un
indennizzo equo e rapido, i clienti vogliono essere trattati con cortesia e attenzione
GIUSTIZIA – UGUAGLIANZA – ONESTA’
CORRETTEZZA DEL TRATTAMENTO
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SENTIMENT NEGATIVO
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SENTIMENT NEGATIVO
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FAKE ACCOUNT
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GLI AUTOGOAL
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IL LIETO FINE
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DOMANDE?
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GRAZIE PER L’ATTENZIONE
[email protected] @alessiamorichi
VVB ♥
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