E-réputation, monitoring et gestion de criseYan Luong16/03/2013

UNE CRISE SUR LES MÉDIAS SOCIAUX

Imprévisible

Courte

Conséquences potentiellement importantes

Source offline

ENJEUX

Réputation Customer Service

Community Management Rumeurs

CONSÉQUENCES

83% des personnes s’étant plaintes via Twitter ont déclaré apprécier ou aimer la réponse de l’entreprise

33% des personnes ayant publié un commentaire négatif changent d’opinion lorsqu’on leur répond

70% des entreprises ignorent les plaintes de leurs clients en ligne

50% des consommateurs n’ayant pas eu de réponse déclarent qu’ils n’achèteront plus

Source: Reputation Squad

LE CADRE DE RÉFÉRENCE

Pre-Crisis• Know your

communities• Detect• Organize internally

During Crisis• Monitor• Assess• Act

Post Crisis• Monitor• Assess and

evaluate

GET READY

SE PRÉPARER

Monitoring Social Media Guidelines

Social Media Coverage

Social Media Training

Community Building

Owned Media Outlets

Content Strategy

Crisis Management

Processes

MONITORING

MONITORING

Veille médiatique

Veille concurrentielle

Intelligence économique

Etude du consommateur

Suivi de campagne

Gestion de la réputation

Suivi d’activité

LES OUTILS

Sémantique

QualitatifQuantitatif

Objectifs

SOCIAL MEDIA MONITORING TOOLS

SOURCES, TIMELINE, INFLUENCE LEVEL

COMPETITION MONITORING

ORGANIZATION’S MEMBERS

WORDCLOUDS

SOCIAL MEDIA GUIDELINES

POLITIQUE D’USAGE INTERNE

POLITIQUE D’USAGE EXTERNE

MATRICE DÉCISIONNELLE

MATRICE DÉCISIONNELLE

MATRICE DÉCISIONNELLE

SOCIAL MEDIA COVERAGE

COUVERTURE CONTINUE

Ressources

Planification / suppléance

Diffusion de la stratégie MS à l’interne

SOCIAL MEDIA TRAINING

TRAIN THE STAFF ACCORDING TO RESPONSABILITY LEVEL

What is social media?

Why does it matter?

How do I use it?

What is EPFL’s policy?

How do I engage with my community?

How are different departments using it?

What is EPFL’s social media strategy?

Dealing with a crisis

Community management

…

General InformationPersonal Usage

PracticionersBasic Professional

Usage

SpecialistsAdvanced

Professional usage

Framework

COMMUNITY BUILDING

LES AMBASSADEURS

DÉTECTION DES AMBASSADEURS

DÉTECTION DES AMBASSADEURS

IDENTIFICATION DES AMBASSADEURS

OWNED MEDIA OUTLETS

OWNED MEDIA OUTLETS

Website Social Media Ecosystem

SEO

CONTENT STRATEGY

EN AVOIR SOUS LE COUDE

Parler d’autre chose

Ne pas minimiser la gravité de la situation

L’importance de la communauté préexistante à la crise

GARDER SON SANG FROID

SAVOIR QUAND SE RETIRER

CRISIS MANAGEMENT PROCESSES

CRISIS MANAGEMENT PROCESSES

Evaluation des risques

Simulations

(Media) Training

Staff Interne vs. Externe

Procédures, Rôles et Responsabilités

Cellule de crise pluridisciplinaire

Capacité décisionnelle

Téléphone rouge

POST CRISIS ANALYSIS

POST MORTEM ANALYSIS

Qualité de l’évaluation initiale

Membres de l’équipe (formation, inné vs. acquis)

Processus

Outils (détection, gestion, analyse)

Elements marquants de la crise

Knowledge management

GESTION DE CRISE EN LIGNE

IDENTIFIER ET CONNAÎTRE LES CANAUX

MCDONALD’S

KIT KAT GREENPEACE PALM OIL LOBBYING

GREENPEACE - KIT KAT PALM OIL LOBBYING17th March 2010 - UK Greenpeace posted a gory parody video of the standard Kit Kat – Take A Break ad, showing an office worker gnawing on an orangutan’s finger instead of a Kit Kat bar, and the tag line “Kit Kat Killer”

The aim was to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened

The campaign took off globally, with many people posting boycott Kit Kat messages on Twitter, YouTube and Facebook.

The Nestlé Facebook page was overrun with people begging Nestlé to stop using palm oil and killing the orangutans. Nestlé deleted the messaging and responded with angry comments faced additional backlash for handling their social badly

Greenpeace globally used other peaceful demonstrations on and offline

By 20th May 2010, only 10 weeks later, Nestlé announced it would stop sourcing the unsustainable palm oil, a huge victory for Greenpeace and social networking

NESTLÉ & GREENPEACE LEARNINGSGreenpeace campaign succeeded in taking down the sentiment of KitKat to an extremely low level

Nestlé gave fuel to the campaign by having the YouTube video banned initially, causing international news services to pick it up, and giving the campaign oxygen (it went viral soon after)

Nestlé did not pro-actively respond using any social media, instead deleted Facebook comments and posted angry status updates around the use of the Nestlé logo by people within Facebook who wanted to bring awareness to the Greenpeace campaign, which caused even more uproar

Nestlé failure in social and its lack of social crisis management contributed significantly in Greenpeace success in the social campaigning

Two Australian specific tactical campaigns for KitKat - Desk Jockey and Take Back Time were launched early June to combat the negative impact of Greenpeace on the brand, but did not get enough traction to offset the overall decrease in brand sentiment until well after the capitulation of Nestlé

RTS

REPONDRE SUR LE MEME CANAL

COMPRENDRE ENJEUX ET CIBLES

REPERTORIER ET ORGANISER LES MESSAGES QUI CIRCULENT

ETRE TRANSPARENT

LA REDOUTE

OSEZ LES EXCUSES

Simplicité

Authenticité

Valeurs

Solutions

REPONDRE

Reactivité: dire que l’on a entendu

Ne pas mettre d’huile sur le feu

Ne pas chercher à avoir le dernier mot

Etre factuel

Etre de bonne foi

Dialoguer

Respecter les engagements pris

MERCI

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