Social Media & The Feedback Economy:

Risks, Rewards & Opportunities

Darren Sharp, Senior Consultant

Twitter: @dasharp

Melbourne 02/11/2012The Social Media Risk, Privacy & Governance Forum

Resonate Solutions

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

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

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

The 1st rule of community management

Do Not Delete!

http://mumbrella.com.au/the-1st-rule-of-community-management-d-n-d-102383

KitchenAidUSA

Twitter #fail

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

KitchenAidUSA

Apology

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

KitchenAidUSA

Senior Director Intervenes

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

KitchenAidUSA

Catastrophe averted

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

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

Social Listening

• Gatorade Mission Control Center (May 2010)

Social Listening

• Gatorade real time tweets

Social Listening

• Dell Social Media Listening Command Center (December 2010)

Social Listening

• Dell social mentions

Social Listening: evaluate the issue

Resolving customer complaints across social media and traditional channels – Michael Hill

Complaint?

Compliment?

Problem?

Question?

Warning?Crisis? Competitor?

Crowd?

Campaign?

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

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

The Feedback Economy

Alistair Croll, The Feedback Economy O’Reilly Media 2012

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.

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

How to ride the wave of customer data?

Online Communities

Facebook

Contact Centre

BlogsForums

Emails

Surveys

Twitter

Enterprise Data

unstructuredstructured

facebook

blogscomments

surveyscontact centre transcript

NPStwitter

voice to text

email

COMPLAINTSAnon.

identity

forum

voting

Customer Data

ResonateCustomer insight & action platform – across all customer feedback…

Customer Experience

ActMonitor Collect Discover Improve

Qual + Quant = Value

What is being said… In what context…

Insight & Action Cycle

Listen

Act

Discover

Improve

Social Media Complaint Handling

When developing your social strategy aim to be…

• Consistent

• Responsive

• Timely

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

KLM Web Care

• Award-winning webcare

• Answer within the hour, 24/7

• 5 languages on Facebook/Twitter

• Dutch, English, Spanish, German and Japanese

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

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

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

Dealing with Negative Comments

Escalation Procedures

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?

Contact

Darren Sharp, Senior Consultantdarren.sharp@resonatesolutions.com.auPhone: (02) 9957 9400 Mobile: 0419 314 655www.resonatesolutions.com.au