Présentation donnée dans le cadre de la formation "spécialiste en médias sociaux et communautés en ligne" #SMSCL: e-reputation, monitoring et gestion de crise

1. E-réputation, monitoring et gestion de crise
Yan Luong
16/03/2013

2. UNE CRISE SUR LES
MÉDIAS SOCIAUX
Imprévisible
Courte
Conséquences potentiellement importantes
Source offline

3. ENJEUX
Customer
Réputation
Service
Community
Rumeurs
Management

4. 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

5. LE CADRE DE
RÉFÉRENCE
Pre-Crisis During Crisis Post Crisis
• Know your • Monitor • Monitor
communities • Assess • Assess and
• Detect • Act evaluate
• Organize
internally

6. GET READY

7. SE PRÉPARER
Social Media Social Media
Monitoring
Guidelines Coverage
Owned
Social Media Community
Media
Training Building
Outlets
Crisis
Content
Management
Strategy
Processes

8. MONITORING

9. MONITORING
Veille médiatique
Veille concurrentielle
Intelligence économique
Etude du consommateur
Suivi de campagne
Gestion de la réputation
Suivi d’activité

10. LES OUTILS
Sémantique
Objectifs
Quantitatif Qualitatif

11. SOCIAL MEDIA
MONITORING TOOLS

12. SOURCES, TIMELINE, I
NFLUENCE LEVEL

13. COMPETITION
MONITORING

14. ORGANIZATION’S
MEMBERS

15. WORDCLOUDS

16. SOCIAL
MEDIA
GUIDELINES

17. POLITIQUE D’USAGE
INTERNE

20. POLITIQUE D’USAGE
EXTERNE

21. MATRICE
DÉCISIONNELLE

22. MATRICE
DÉCISIONNELLE

23. MATRICE
DÉCISIONNELLE

24. SOCIAL
MEDIA
COVERAGE

25. COUVERTURE
CONTINUE
Ressources
Planification / suppléance
Diffusion de la stratégie MS à l’interne

26. SOCIAL
MEDIA
TRAINING

27. TRAIN THE STAFF
ACCORDING TO
RESPONSABILITY LEVEL
What is social media?
General Information
Why does it matter? Personal Usage
How do I use it?
What is EPFL’s policy?
Practicioners
How do I engage with my community? Basic Professional
Usage
How are different departments using it?
What is EPFL’s social media strategy?
Specialists
Dealing with a crisis Advanced
Professional usage
Community management
… Framework

28. COMMUNITY
BUILDING

31. LES AMBASSADEURS

32. DÉTECTION DES
AMBASSADEURS

33. DÉTECTION DES
AMBASSADEURS

34. IDENTIFICATION DES
AMBASSADEURS

35. OWNED
MEDIA
OUTLETS

36. OWNED MEDIA
OUTLETS
Social
Website Media
Ecosystem
SEO

37. CONTENT
STRATEGY

39. 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

40. GARDER SON SANG
FROID

41. SAVOIR QUAND SE
RETIRER

42. CRISIS
MANAGEMENT
PROCESSES

44. 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

45. POST CRISIS
ANALYSIS

46. 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

47. GESTION DE
CRISE EN
LIGNE

48. IDENTIFIER ET
CONNAÎTRE LES CANAUX

49. MCDONALD’S

50. KIT KAT GREENPEACE
PALM OIL LOBBYING

51. GREENPEACE - KIT KAT
PALM OIL LOBBYING
17th 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

52. NESTLÉ & GREENPEACE
LEARNINGS
Greenpeace 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

53. RTS

54. REPONDRE SUR LE
MEME CANAL

55. COMPRENDRE
ENJEUX ET CIBLES

56. REPERTORIER ET
ORGANISER LES MESSAGES
QUI CIRCULENT

57. ETRE TRANSPARENT

58. LA REDOUTE

59. OSEZ LES EXCUSES
Simplicité
Authenticité
Valeurs
Solutions

60. 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

61. MERCI
HTTP://ABOUT.ME/YLUONG