julia delaforce presentation at finance marketing 2016
Post on 15-Apr-2017
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SOCIAL MEDIA AND REPUTATION MANAGEMENT
Contents • Hello
1. Fast facts
2. Reputation management
@quiip
I’m Julie from Quiip
ME: GM @ Quiip | a decade in digital roles | community manager at heart | data geek | word nerd | passion for risk-averse orgs & finance | Westpac, uBank, AMP Capital, Nestle corp comms et. al.
QUIIP: est. 2010 | 24/7 support | forum communities & social media | Australian | Coca-Cola, Big W, Gov’t, NFP | retail finance, superannuation, wealth, mutual, community banks.
@quiip
Hello
FAST FACTS
http://quiip.com.au/44-must-know-social-media-statistics-for-january-2016/ http://www.socialmedianews.com.au/social-media-statistics-australia-july-2016/
@quiip
15 million Australians on Facebook
14 million Australians on YouTube
That’s 125%
of our online population!
Australia’s favourite social networks:
@quiip
3.5 million LinkedIn
4.2 million Tumblr
5 million Instagram
2.8 million Twitter
http://www.socialmedianews.com.au/social-media-statistics-australia-july-2016/
http://quiip.com.au/44-must-know-social-media-statistics-for-january-2016/
@quiip
12.4 million Australians will make at least one digital purchase in 2016 That’s 96% of the online population
http://www.prwarrior.com/2016/03/edelman-trust-barometer-australia-2016/
@quiip
75% of people trust the opinion of family and friends more than: • Experts • Companies • CEOs • Journalists • Celebrities and personalities • Politicians • ANYONE ELSE
http://www.convinceandconvert.com/social-media-research/5-social-media-customer-service-stats-you-must-know/ https://www.sensis.com.au/about/our-reports/sensis-social-media-report
@quiip
40% of customers who complain via social media expect a response within 1 hour
@quiip
66% of all bad reviews occur via social media and apps
http://wersm.com/your-digital-footprint-online-reputation-breakdown/
@quiip
65% of people see the internet as the most trusted source of information
http://wersm.com/your-digital-footprint-online-reputation-breakdown/
Where do you start?
@quiip
SOCIAL MEDIA REPUTATION MANAGEMENT
If you fail to plan, you plan to fail. BENJAMIN FRANKLIN
@quiip
@quiip
1. Legal or
Regulatory
2. Brand or
Reputation
3. User or
consumer
Quiip’s 3 types of risk
@quiip
@quiip
1. Social media policy 2. Understand platform terms of use, privacy policies, employee code
of conduct, and campaign terms and conditions 3. Social media guidelines 4. Content assessment guides 5. Escalation processes 6. Response matrix 7. Internal community management guidelines
Seven essentials for your social media toolkit
@quiip
TIP 1: BE HUMAN. EMPATHISE. One of the complaints we see online for financial services is that consumers are not being dealt with in a human way. They dislike being given a copy & paste corporate line.
@quiip
TIP 2: BE EVERYBODY’S BEST FRIEND Engage with and educate staff internally: tech/digital, internal comms, PR & corp comms, HR, marketing, frontline staff & branch networks. Get their buy-in before issues arise or as early as you identify a risk. Become a ‘social business’.
@quiip
TIP 3: BROADCAST VERSUS ONE-ON-ONE It’s overwhelming to receive a high volume of comments relating to an issue. Broadcasting a message via social channels might seem like a quick fix but will attract more activity. Often the time & effort taken to respond one-on-one is the best way to help consumers and protect your reputation.
@quiip
TIP 4: LISTEN Use social media listening or monitoring tools to identify mentions of your brand and related terms. Monitor closely and update escalation and response plans for emerging issues. Connect with advocates to spread positive stories and respond to detractors promptly.
Thanks
www.quiip.com.au
www.quiip.com.au/blog
http://www.twitter.com/quiip
http://www.instagram.com/inside_quiip
www.facebook.com/quiip
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