e-reputation, monitoring et gestion de crise
DESCRIPTION
Présentation donnée dans le cadre de la formation "spécialiste en médias sociaux et communautés en ligne" #SMSCL: e-reputation, monitoring et gestion de criseTRANSCRIPT
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E-réputation, monitoring et gestion de criseYan Luong16/03/2013
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UNE CRISE SUR LES MÉDIAS SOCIAUX
Imprévisible
Courte
Conséquences potentiellement importantes
Source offline
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ENJEUX
Réputation Customer Service
Community Management Rumeurs
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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
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LE CADRE DE RÉFÉRENCE
Pre-Crisis• Know your
communities• Detect• Organize internally
During Crisis• Monitor• Assess• Act
Post Crisis• Monitor• Assess and
evaluate
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GET READY
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SE PRÉPARER
Monitoring Social Media Guidelines
Social Media Coverage
Social Media Training
Community Building
Owned Media Outlets
Content Strategy
Crisis Management
Processes
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MONITORING
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MONITORING
Veille médiatique
Veille concurrentielle
Intelligence économique
Etude du consommateur
Suivi de campagne
Gestion de la réputation
Suivi d’activité
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LES OUTILS
Sémantique
QualitatifQuantitatif
Objectifs
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SOCIAL MEDIA MONITORING TOOLS
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SOURCES, TIMELINE, INFLUENCE LEVEL
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COMPETITION MONITORING
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ORGANIZATION’S MEMBERS
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WORDCLOUDS
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SOCIAL MEDIA GUIDELINES
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POLITIQUE D’USAGE INTERNE
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POLITIQUE D’USAGE EXTERNE
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MATRICE DÉCISIONNELLE
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MATRICE DÉCISIONNELLE
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MATRICE DÉCISIONNELLE
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SOCIAL MEDIA COVERAGE
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COUVERTURE CONTINUE
Ressources
Planification / suppléance
Diffusion de la stratégie MS à l’interne
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SOCIAL MEDIA TRAINING
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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
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COMMUNITY BUILDING
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LES AMBASSADEURS
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DÉTECTION DES AMBASSADEURS
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DÉTECTION DES AMBASSADEURS
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IDENTIFICATION DES AMBASSADEURS
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OWNED MEDIA OUTLETS
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OWNED MEDIA OUTLETS
Website Social Media Ecosystem
SEO
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CONTENT STRATEGY
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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
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GARDER SON SANG FROID
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SAVOIR QUAND SE RETIRER
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CRISIS MANAGEMENT PROCESSES
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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
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POST CRISIS ANALYSIS
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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
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GESTION DE CRISE EN LIGNE
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IDENTIFIER ET CONNAÎTRE LES CANAUX
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MCDONALD’S
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KIT KAT GREENPEACE PALM OIL LOBBYING
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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
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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
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RTS
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REPONDRE SUR LE MEME CANAL
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COMPRENDRE ENJEUX ET CIBLES
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REPERTORIER ET ORGANISER LES MESSAGES QUI CIRCULENT
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ETRE TRANSPARENT
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OSEZ LES EXCUSES
Simplicité
Authenticité
Valeurs
Solutions
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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
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MERCI
HTTP://ABOUT.ME/YLUONG