How to Measure Negative Sentiment & What to Do About It Paul Gillin Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
Diaper Disaster “The biggest innovation for the Pampers brand in the last 25 years.” – Procter & Gamble, Feb. 2010 “I noticed that my daughter's skin was red and hot to the touch.” – Rosana Shah, May 2010
Relief “You can’t join a community at a time of crisis. You have to already be invested in the community. That requires investment of time, people, money.” – Paul Fox, director of corporate communications, P&G
New Channels of Complaint “There’s never been a better time to be a critic.” David-Michel Davies executive director, Webby Awards, “Companies are quick to deploy the latest social media technology, yet most have not prepared for the threat of social media crises… we found that more than three-fourths could have been diminished or averted.” – Altimeter Group Data source: Altimeter Group, 2011
Out of Nowhere March 5, 2012 March 6, 2012
Weapons of Choice "I definitely never expected it to become this big,“ – Kristen Christian, 27, quoted in the Los Angeles Times "I think we may look back in a few years and say that this was the spark that caused a lot of people to say, 'Yes, credit unions are a better deal.’ " – Bill Cheney, chief executive, Credit Union National Assn.
4 Types of Aggressors @DavidTabango: Comcast really sucks. Oh my god, yes it does. Casual Complainers The background noise of customer relations Risk: Low Activity: High Aggravation: Moderate Strategy: Customer-focused policies UsAirways sucks so bad. Been sitting on tarmac for over an hour. Initially said 5 minutes. Sigh Verizon sucks !! What the hell why don't they fix the network ugh *slams door*
4 Types of Aggressors Extortionists Motivated by personal gain Risk: Moderate Activity: Low Aggravation: High Strategy: Fight fire with fire “One B&B owner who felt ‘coerced’ into giving two customers their money back says the travel website has become a ‘monster.’ ” – TheWeek (UK), Nov. 2011
4 Types of Aggressors Committed Crusaders A Higher Calling Risk: High Activity: Low Aggravation: High Strategy: Facts and education USA Today photo “Molly Katchpole’s open letter to Bank of America to withdraw the fee went viral. She closed her account, cutting up her debit card on camera, and moved her money to a community bank. One month and 306,000 signatures later, she won: Bank of America removed the charge.” – USA Today, Nov. 2011
4 Types of Aggressors Irritable Influencers Throwing Their Weight Around Risk: High Activity: Low Aggravation: High Strategy: Remain calm, prepare to fall on your sword
Is an Attack Brewing? Look for spikes in search queries Shares and retweets
Basics of Sentiment Measurement • Of course you have Google Alerts. • Monitor Twitter for your name and negative modifiers, like “sucks,”“#fail” and “hate.” Look for frequent retweets, especially by influential people. • Look for keywords relevant to your industry: “blue screen,”“crash,”“won’t start,”“overheating,” etc. • Set a baseline of negativity. Everyone has a few critics. • Monitor “Posts by Others” on Facebook pages you own. • Create RSS feeds of influencers in your market. • Put an influencer relations program in place.
8 Essential Truths • Bad things happen to good companies. • There’s no time to think. • Silence is leaden. • Transparency is essential. Don’t lie and don’t assume. Ever. • The media may also be the attackers. • Attacks can come out of nowhere. • Nearly anyone can start one. • Your solution may make the problem worse.
3 Categories of Attack Scenarios Category One – Significant potential damage to operations or reputation. Category Two – Disruption or embarrassment, possible temporary effect on sales. Category Three – annoying but not life-threatening. Prepare and rehearse response plans for each.
Attack-Proofing Your Organization “Every company is now sitting on electronic quicksand." – Howard Rubenstein, PR guru • Listen constantly. • Hope for the best, prepare for the worst. • Are your policies customer-focused? • Empathy matters more than an apology. • When you screw up, admit it. • Never make it personal. • Always take the high road.
Thanks! Paul Gillin 508-656-0734 firstname.lastname@example.org Site: gillin.com Blog: paulgillin.com Twitter: pgillin