3 May 2023HughStephens

Online credibility: beyond the myths of social mediaSOCAP Conference, 17 August 2015Available online:

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What we’ll cover• Who uses what• Value drivers• Costs• Differences• Risks• Stories

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A bit about us

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Activity 1a: stakeholdersExternal

Internal

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Activity: stakeholders (example)External

Internal

Marketing

Comms

Agency

Customers

Regulator

Ombudsman

Suppliers

Politicians

Competitors

Other depts

ExecCustServ

Complaints

Legal

Media

Members

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Social Media is a communication tool.

It’s anything that uses the internet to facilitate communication.

The value of social media is the networks and communities of relationships that it can cultivate.

A relationship can only be valuable if it is real. It’s totally useless to both parties if it’s fake.

***

A communications strategy is used to establish the means by which you are going to deliver value to both ends of the relationship.

A paradigm based on principles.

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Everybody uses social media

MYTH

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Platforms….

Audience

Activity

?

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So what do you need? What’s right?

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Who?

These slides from the Sensis social media report, May 2015 (available online)

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Use of social media

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What?

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When?

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Where?

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Why use them?

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Why? (2)

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Why? (3)

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Why not?

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How

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The importance ofknowing and understanding your customer.

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Activity 1b: our stakeholders• Who are they?• Demo/psychographics– Age, location, gender– Interests?– Brand activities?

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The first rule of communication: Seek first to understand, then to

be understood.

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This means we need to be patient.

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Social media is freeMYTH

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There are no free lunches.• People = $• Time = $• Tools = $• Advertising = $• Diversion = $

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Activity 2: what channels do we use?

• What channels do you use?

Think online and offline, internal and external.

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Please, please please: fish where the fish are.

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You need to use social media

MYTH

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What’s the problem

• Time = $• $ ≠ ∞• People don’t care about you• Cost increases exponentially

• But you can save $ with social – diversionary savings.

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What’s the value?

• Identify a clear value proposition.– Why should someone click ‘Like’?– Why should someone click ‘Comment’?

• Might be ‘free stuff’ or something of more meaningful value (improve experience for others, inform of issues, get to front of queue, preferred channel)

• What’s the value to you?

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The Social Media Exchange

adapted from Larson & Watson, 2011

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Activity 3: what’s your value?

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Social media is differentMYTH

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How do you do, fellow kids?

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What problem are you solving?

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Directly addressing the problem.That same health insurer used social media as a means for people to lodge their complaint and call them back. They leveraged the problems they were receiving to find their strategy

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It’s not free.

https://twitter.com/KLM/with_replies

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Some data on timeliness (2013)

http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ

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Know when to refer

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Activity 4: moving between channels

• What can’t you talk about online?• When should you move the discussion somewhere else?

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We can’t be interestingMYTH

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The Queensland Police Service

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Pinterest: What The Fridayshttps://www.pinterest.com/qldpolice/what-the-friday/

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Exhibit A:

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Exhibit B:http://mypolice.qld.gov.au/blog/2015/05/14/attempted-atm-theft-townsville/

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• The entire organisation working together (almost everyone, that’s hard.)• It’s not all on a single person (~2-4 people, hundreds of officers, one presence)• The process of how they built that (slowly)• There is no workflow diagram, no formalized process – it needs to be fluid.

(because they have no idea what they’re going to find tomorrow)• But you need to learn the rules before you break them – building trust is a slow

process.• Expectations being exceeded (authenticity, humanization, empathy) • Because it’s fluid and because they have a clearly communicated centre of gravity,

there’s no obstacle they can’t get around. (“We’ve never had a major problem.”)• Everyone has ownership, everyone is on the same page.

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It’s too riskyMYTH

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What risks are you concerned about?- Or if not you, the folks who make you accountable?

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The risk of shooting from the hip.

Protein World

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The risk of snowballing.

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The risk of keeping them waiting.

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Zoo weekly (2012) & Smirnoff (2011)Is it editorial or advertising?

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The (real) risk of silence.• Nobody cares and the resources are wasted.

• Not actually the worst thing from a customer service perspective.

• However… Just so we’re clear… What’s our exit strategy?

• How will we know when we even need to implement it?

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The real risks (likelihood/impact)• Stuff goes wrong (low/*)• Nothing happens (medium-high/low)• You look stupid for not being there (high/medium)• People talk about you anyway (high/medium)

• You don’t behave consistently (?/high)

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Key themes for success• Listen more than speak• Use customer-preferred channel as far as possible• Respond in kind• Speed of response – even if only a holding statement• Consistency and processes• Evaluate to prove value and return• Never delete anything

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Questions?• Myth 1:

Everybody uses social media.• Myth 2:

Social media is free.• Myth 3:

You need to be there.• Myth 4:

Social media is different.• Myth 5:

We can’t be interesting.• Myth 6:

It’s too risky.

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My contact information• http://www.dialogueconsulting.com.au• hugh@dialogueconsulting.com.au• 1300 846 768 / 0431 304 464