Social MediaSLU Product Safety

School 2013

Overview

• What is Social Media?• Monitoring Risk and Consumer Feedback• Integrating Social Media into a Recall Plan

What is Social Media?

Definition of Social Media

• 66.4% Could Not Define• Simple Definition

– “The media we use to be social”• Social

– Instinctual need to connect with others• Media

– What we use to make connections• Connect With Others

Tools for Connection With Others

Social Media Categories

• Social Networking• Publish• Photo Sharing• Video Sharing• Microblogging• Mobile

Social Media Categories

Category Media  Description

Social Networking Facebook, MySpace, LinkedIn Connect, Share, Educate interact, build trust

Publish WordPress, SlideShare Publish and record conversations

Photo Sharing Flickr, Instagram, Picasa Share photos instantly with friends and family

Audio Easier to digest than text

Video YouTube, Preferred medium for relaying information overall

Microblogging Twitter, Yammer 140 character messages can be read and comprehended in about 5 seconds

Livecasting Broadcasting live video

Social Media Categories, Cont.

Category Media  Description

Virtual Worlds Second Life, SIMS  

Gaming WOW, Halo3 Connect, Share, Educate interact, build trust

Productivity Applications Google Drive Event management, peer to peer downloads, alerts, word processing/spreadsheets in the cloud

Aggregators iGoogle Choose the content you want to see, where it comes from. Presents on an organized page automatically

RSS   Really Simple Syndication. Get automatic notifications from blogs, web pages, etc. when new content is posted

Search Google, Yahoo, Bing Integral to finding relevant web pages, with over 1 trillion Google-indexed pages

Mobile Cell Phones, Tablets Fastest growing segment, less expensive than laptops, desktops, and broadband. Completely portable.

Interpersonal WebEx, GoToMeeting Connect and communicate with customers and prospects via web meetings, free telephone service, voicemail to email

Eye Opening Statistics

1.1 Billion Monthly Users

700 Billion Minutes/Month

30 Billion Content Pieces

Shared

45 – 54 ↑ 46% Since 2012

500 Million Registered Accounts

288 Million Monthly Users

190 Million Tweets/ Day (2011)

55 – 64 ↑ 79% Since 2012

1 Billion Monthly Users

2.9 Billion Hours/Month

6 Billion Hours Watched

18 – 34 Engagement > Cable

200 Million Monthly Users

Two New Users Join Every Second

10 Million Endorsements

Given Daily

55% of Members are Female

Mobile Statistics

96% Actively Send Texts

> 84 Billion Text Messages/Month

1 Trillion Messages Sent 2009

96% New Phones Web Enabled

So, What’s the Big Deal?

• Happy Customer, Angry Customer• Enables Two-Way Communication• Builds Relationships• Share Experiences• What Are They Saying?• Greater Visibility• Must Be Strategic

Monitoring Risk and Feedback

Build a Relationship

• Bank Some Goodwill• Build Trust• Engage Customers• Encourage Feedback• Continue The Conversation

How to Listen

• Internal and External Channels• Available Tools

– Free – Google Alerts, Twitter Search, Facebook Search, YouTube Search, socialmention.com

– Fee – Meltwater buzz, Hoot Suite, Radian6, Bazaar Voice• Search for Keywords

– Your brand or company name– Competitors name or brand– Terms and words

• YouTube as Resource

Platform Website Pros

Meltwater Buzz Meltwater.com Comprehensive tracking and analysis of user-generated content

Parature Parature.com Listen to and route customer comments to appropriate departments

Radian6 Radian6.com Listen, measure, and engage with your customers across the entire social Web

Sysomos Sysomos.com Instant and unlimited access to all social media conversations

Vocus Vocus.com On-demand software for public relations management

Hoot Suite Hootsuite.com Schedule messages and tweets, track brand mentions, analyze social media traffic

Bazaar Voice bazaarvoice.com Real time social data analysis, manage product reviews

Major Fee-Based Enterprise Listening Systems

I’m Listening, Now What?

• Keep an Open Mind• Fix Problems Quickly• Incorporate Suggestions• Promote Popular Features• Formulate A Response Plan

Responding to Negative Feedback

• Be Ready For It• Can’t We Just Ignore It or Delete It?• Respond Quickly and Authentically• Develop a Response Plan

– Determine Who Will Respond– Prepare Responses– Ensure Enough Resources

Responding to Positive Feedback

• It’s Powerful• Thank You!• Develop a Corporate Social Personality• On-Going Discussion• Don’t Ignore

Corporate Social Media Personality Examples

Personal Social Media Personalities

Interpreting Collected Data

• Real vs. Background Chatter• Early Warning System• Don’t Overreact• Check The Facts

Integrating Social Media into a Recall Plan

Five Steps to Integration

• Anticipate Likely Recall Scenarios• Preempt Consumer Questions• Control Sources of Consumer Information• Contribute to the Conversation• Follow-Up

Anticipate Likely Scenarios

• Determine Most Likely Recall Scenarios• Be in the Social Media Spaces Early• What Keywords and Hashtags Will Be Used• Decide on Social Media Channels for Outreach• Create Content Templates • Determine Guidelines and Approval Processes• Rehearse Scenarios

Preempt Consumer Questions

• Be Proactive In Reaching out to Consumers• Remember Information is Available 24/7• Utilize Company Website and Social Media

Channels• Create a Set of FAQs

Control Sources of Information

• Communicate Clearly to Consumers• Responses Consistent Across all Channels• Utilize Official Website to Control Message• Monitor Social Media Channels• Involve Employees In Process

Control Sources of Information

• Communicate Clearly to Consumers• Responses Consistent Across all Channels• Utilize Official Website to Control Message• Monitor Social Media Channels• Involve Employees In Process

Follow-Up

• Continue to Monitor• Remain Vigilant!• Keep Talking

Resources

CPSC Resources

CPSC Social Media• Twitter• YouTube• Blog• Google+• SlideShare

Mobile Recall AppsRecalls.gov - USRecalls/Alerts - CN

Social Media Articles

• Tips for Using Social Media in Product Recall

• How Businesses Can Survive a Product Recall Using Social Media

• Social Media Must Move to The Boardroom

• Maintaining Brand Reputation in the Event of A Product Recall

• How to Use Social Media to Manage Product Recall PR

• 21 Awesome Social Media Facts, Figures and Statistics for 2013

• 20 Stunning Social Media Statistics Plus Infographic

Books

• Socialized! How the Most Successful Businesses Harness The Power of Social – Mark Fidelman

• The Social Media Bible: Tactics, Tools & Strategies For Business Success – Lon Safco

• The Facebook Era - Tapping Online Social Networks to Market Sell, and Innovate – Clara Shih

• Social Media Analytics Effective Tools for Building, Interpreting, and Using Metrics – Marshall Sponder

• Likeable Social Media How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook – Dave Kerpen

• Socialnomics How Social Media Transforms The Way We Live and Do Business – Erik Qualman

Whitepapers

• When Social Media Bites Back – Tamara Littleton and Kate Hartley (eModeration.com)

• A Guide to Managing and Moderating Customer Review Sites – Tamara Littleton eModeration.com)