How to respond to negative situations using social media

CPC& HOW TO RESPOND TO NEGATIVE SITUATIONS USING SOCIAL MEDIA Charlie Pownall | CPC & Associates Ltd Hang Seng Management College | April 15, 2015 CPC& • • • • • • • • Accountability Transparency Authenticity Consistency © 2015 CPC & Associates Ltd All rights reserved Globalisation Digitisation Tribalism Activism • • • • Customers Civil groups Competitors Employees CPC& Types of negative situations CRISIS PROBLEM ISSUE - SEVERITY + INCIDENT © 2015 CPC & Associates Ltd All rights reserved LONGEVITY + CPC& INTERNAL EXTERNAL Traditional Achilles Heels • Political pressure Regulatory changes Religious/cultural/political controversies Societal outrage • • • • • • Cyber attacks Health scares Hostile takeover bids Natural disasters Political unrest Sabotage & extortion • • • • Corporate/strategic failure Corporate governance failure Fraud/malpractice Poor employee behaviour • • • • • CEO dismissal Employee injuries/death Industrial disputes IT system failures Product quality recalls • • • ISSUE-LED © 2015 CPC & Associates Ltd All rights reserved INCIDENT-LED CPC& New Achilles Heels • Reviews & customer service • Marketing & social media programs • Inappropriate employee behavior/comments • Whistleblowing • Confidential/proprietary information • Privacy • IP: impersonation, copyright, trademarks • Rumors, misinformation, disinformation, defamation • Smoking guns © 2015 CPC & Associates Ltd All rights reserved CPC& The role of social media Role of social media IGNITE © 2015 CPC & Associates Ltd All rights reserved AMPLIFY SUSTAIN CPC& (Not So New) Response Options A Communicate B Negotiate C Leave D Minimize E Remove © 2015 CPC & Associates Ltd All rights reserved CPC& Three common scenarios I The furious customer II The rogue employee III The hostile journalist © 2015 CPC & Associates Ltd All rights reserved © 2015 CPC & Associates Ltd All rights reserved © 2015 CPC & Associates Ltd All rights reserved 10 © 2015 CPC & Associates Ltd All rights reserved 23 CPC& Contact approaches • Direct & public • Direct & private • Indirect & public © 2015 CPC & Associates Ltd All rights reserved 24 CPC& III THE HOSTILE JOURNALIST © 2015 CPC & Associates Ltd All rights reserved 25 CPC& The new, new media culture • Pressure on writers to post fast & be controversial • Compensated by page views • Reluctance to check sources • ‘Iterative’ journalism • Headline click-bait © 2015 CPC & Associates Ltd All rights reserved 26 © 2015 CPC & Associates Ltd All rights reserved 27 © 2015 CPC & Associates Ltd All rights reserved 28 © 2015 CPC & Associates Ltd All rights reserved 29 © 2015 CPC & Associates Ltd All rights reserved 30 © 2015 CPC & Associates Ltd All rights reserved 31 © 2015 CPC & Associates Ltd All rights reserved 32 Be interesting © 2015 CPC & Associates Ltd All rights reserved 33 Be interesting © 2015 CPC & Associates Ltd All rights reserved 34 CPC& tips for responding to negative incidents online Listen Move fast Be accurate Be open Be human Be proportionate © 2015 CPC & Associates Ltd All rights reserved 35 CPC& Questions © CPC & Associates 36 THANK YOU CPC & Associates Ltd 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall © 2015 CPC & Associates Ltd All rights reserved 37 charliepownall.com [...]... 2015 CPC & Associates Ltd All rights reserved 24 CPC& III THE HOSTILE JOURNALIST © 2015 CPC & Associates Ltd All rights reserved 25 CPC& The new, new media culture • Pressure on writers to post fast & be controversial • Compensated by page views • Reluctance to check sources • ‘Iterative’ journalism • Headline click-bait © 2015 CPC & Associates Ltd All rights reserved 26 © 2015 CPC & Associates Ltd All... 2015 CPC & Associates Ltd All rights reserved 32 Be interesting © 2015 CPC & Associates Ltd All rights reserved 33 Be interesting © 2015 CPC & Associates Ltd All rights reserved 34 CPC& 6 tips for responding to negative incidents online 1 Listen 2 Move fast 3 Be accurate 4 Be open 5 Be human 6 Be proportionate © 2015 CPC & Associates Ltd All rights reserved 35 CPC& Questions © CPC & Associates 36 ...© 2015 CPC & Associates Ltd All rights reserved 11 © 2015 CPC & Associates Ltd All rights reserved 12 CPC& Criteria to assess customer complaints • Nature of complaint • Motivation • Influence • Velocity • Location • Language © 2015 CPC & Associates Ltd All rights reserved 13 CPC& II THE ROGUE EMPLOYEE © 2015 CPC & Associates ... reserved Globalisation Digitisation Tribalism Activism • • • • Customers Civil groups Competitors Employees CPC& Types of negative situations CRISIS PROBLEM ISSUE - SEVERITY + INCIDENT © 2015 CPC... defamation • Smoking guns © 2015 CPC & Associates Ltd All rights reserved CPC& The role of social media Role of social media IGNITE © 2015 CPC & Associates Ltd All rights reserved AMPLIFY SUSTAIN CPC&... Associates Ltd All rights reserved INCIDENT-LED CPC& New Achilles Heels • Reviews & customer service • Marketing & social media programs • Inappropriate employee behavior/comments • Whistleblowing • Confidential/proprietary