be brand social: how to avoid and handle social media #fails
TRANSCRIPT
Be Brand Social: Social Media #Fails and How to Handle them
Asha Phillips Director Of Social Media &
Communications
Twitter: @Dragon_Ind_Asia @ashaphillips
Social Media & Brand Reputation
• Brand reputa+on on social media is just as -‐ if not more -‐ important than offline reputa+on
• Listening to what customers, compe+tors and the public say about you is important and you should be monitoring this every day, week, month
• Past: people wrote leAers and emails to the company customer service departments, ombudsmen etc. to disclose dissa+sfac+on privately
• 2013: People go straight to social media FIRST to vent… and that’s all easily accessible by the public. Not only can they see it but they can like, share and comment on it.
• Social Media can be your best friend and some+mes feels like its your enemy
2011 Qantas campaign asked customers: “What is your dream luxury inflight experience?” using hashtag #QantasLuxury
Social Media #Fails
Qantas
2011
Qantas December 5
2013:
How did Qantas react?
• During the #Qantasluxury crisis: Qantas Twitter accounts were mostly silent, but did join in and mock themselves
• After the crisis: Qantas hired four social media managers
• Today: Qantas is very active on Twitter and interacts with hundreds of customers daily
Qantas
Gau Do noodles
hAps://www.youtube.com/watch?v=6V-‐CIT05Qvo
Gau Do noodles
• Do your research: take the pulse of the community
• Measure your online sentiment: what words, hashtags are being used about your brand?
e.g 3 days after Qantas grounding, the brand received 37,000 negative social media mentions
• Know your audience: who follows you on Twitter, Facebook etc.? Are they professionals? What demographic? Country? Gender?
Preparing to Launch a Campaign
The Golden Rules: • Act immediately • Debunk rumours ASAP • Impossible to over-communicate during crises • Give regular updates on what is happening – every hour
where possible • Reply to customers directly who comment on/message the
company Twitter/Facebook etc. pages, and do so respectfully by addressing them with their full name
• Tweet / share news updates from other branded accounts e.g @QantasAirways and @QantasCustomerCare
• Only use official social media profiles to make comments / reply to people
• Never blame customers… even if they are wrong
How to deal with a #Fail
Reputation risk management begins before, and not after, reputation crises... So act now
• Create a social media policy: this includes rules and
behaviours of staff on social media profiles in general and how they can/can’t react during crises, how to avoid legal issues and protect IP and trade secrets, policies around how to respond to angry customers, etc.
• Train all staff – front and back-of-house staff – on your social media policy so they understand it and how it affects them
• Hire a full time social media manager with experience who can look after all of your profiles
Preventing a #Fail
Partnerships: • Hire a specialist social media firm to help you write and
implement your social media policies and guidelines and train staff
• Outsource your social media content management and branding to a social media company with specialist knowledge of social media platforms
• Listen: Monitor what people say about your brand by using a third-party monitoring service
Social Media Partners
Our Social Media and Communica1ons team has more than a decade of experience in journalism, PR and social media. Social media has fast become second nature to billions of users, it is important businesses understand the doors media pla>orms allow you to open and connect your everyday customers to their projects. We can show you how…
For further enquiries please contact; Managing Director Tim Clements e: [email protected] Social Media and Communications Director Asha Phillips e: [email protected] www.dragonindustriesasia.com
Dragon Industries Asia
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