#shoppiishaves- case solution by team agile from mica, the winner of this year
DESCRIPTION
ShoppiiShaves: Case Solution submitted by Komal Goyal and Swati Mishra from MICA Ahmedabad The Case study: About #ShoppiiShaves: Anita is an ardent blogger and a frequent online shopper. Once she ordered a high end lady’s perfume from one of the leading ecommerce portal Shoppii.com and received a men’s after shave lotion instead and that too of a local Indian brand in a filthy looking bottle. Annoyed and disgusted, she called the customer care and they assured her to resolve the issue within one day; which they failed to deliver which made Anita, who happens to be a very active blogger, to write a very provocative blog about it. Within 1 day, twitter is captured by the hash tag #ShoppiiShaves, and it trends worldwide, causing many popular blogs covering the incident. Background: Shoppy Technologies Pvt. Ltd owns a very famous online shopping portal Shoppii.com; they are the market leaders in India and have recently expanded their operations in United States of America; Shoppii’s USP is their delivery time which they swear by and they also have a initiative called “1 day max!”, as per this initiative, if the customer doesn’t receive the product in one day, then s/he can take it for free. This initiative has been instrumental in making them India’s most preferred online shopping portal, The reason behind their impeccable delivery process is company owned warehouses. Over a period of time, the company has garnered very good relations with the channel partners (courier partners); Due to slowdown in the Indian market, Shoppy decides to do cost cutting, in which they cut back their partner’s commission by 5%, and assures them of original percentage as the economy recovers; On further investigation, Shoppii’s team found that one of their dissatisfied local courier partners replaced the perfume with the after shave lotion in order to tarnish their reputation. Shoppii’s management team has following concerns in their mind; - Stopping #ShoppiiShaves from getting further limelight, - Regaining customer’s trust, - Repairing their sales graph, - Reassuring their channel partners so that they also don’t commit any such activity, - To protect their American expansion trajectory from such incidents The Assignment: Taking learning from this incident, Shoppii’s marketing team wants to create a response mechanism for handling any kind of social media crisis. Also, they now need a way tackle this mess #ShoppiiShavesTRANSCRIPT
Team Name: AgileTeam Members: Swati Mishra & Komal GoyalInstitute: Mudra Institute of Communications, Ahmedabad
‘Have Your Say’ (Case study round)
• Background• Shoppii.com is a very famous online shopping portal in India.• Their customer Anita ordered a high end lady’s perfume from our portal
Shoppii.com and received a men’s after shave lotion instead. • This mishap occurred due to some confusion at one of our courier partners’ end.• Anita, who is a very active blogger, has written a very provocative blog about it.• Within 1 day, twitter is captured by the hash tag #ShoppiiShaves, and it trends
worldwide.
• Concerns To Be Addressed• Stopping #ShoppiiShaves from getting further limelight • Regaining customer’s trust • Repairing their sales graph• Reassuring their channel partners
Introduction
• Video of CEO taking responsibility of the incident.
• Tweet from official account with link of video.
• Facebook Post from official account with the link and Facebook monitoring
• Press Release and Official Blog post
Press Release
• Customized Replies on Twitter
• Release of animated humorous video.
Action Plan
Social Media Channel Mix
Main action
Supporting Channels
Video of CEO addressing Anita as well other audience in India and USA• ‘Promoted’ towards targeted audience • Explaining the series of events with facts and
rationale• Taking responsibility instead of name calling• Explaining the new supply chain audit
measures • Towards the end : clips and statements from
satisfied partners and loyal customers
Animated video explaining the series of events • This will follow the CEO’s
address with little time gap• without direct allegations • Subtle factual explanation
with humor
Cross Platform Promotion
Press Release & Official Blog
• In India the Newspaper release is considered very credible and has mass reach
• Released the next day after the You tube video
• Can generate mind share and mind recall which can add on to sales
• Channel partner will be assured of original percentage soon
• Mentioning about new supply chain audit measures
• Tone has to be positive giving emphasis on the plus-points of the site
• Blog to be Addressed towards Indian as well as US clients
• Mix of factual and humor appeal• Assurance to channel partner• New Supply Chain audit measures
Cross Platform Promotion
Release a ‘series of tweets ‘ from the Official Handle with the following agenda:• Links of videos released on
You tube addressed to Anita’s handle
• Customized Response of • the negative comments • Tweets expressing
apologies• Tweets explaining facts
(where what exactly went wrong )-via photographs and humor appeal
• Link to the official blog of Shoppy Technologies
• No name calling against partner (courier service)
• Keeping in mind• No desperation/aggression
Tools like Simplify 360 , hashtagify.me, hashtracking.me etc. in order to:• Advance search to measure the effect
of tweet• No. of impressions and contributions
Cross Platform Promotion
• Monitoring the Facebook mentions and official Page
• Keeping an eye in case the issue trends on Facebook
• In case of any issues on Facebook(trending/ general) –reassurance, customized response and loop closing
• Link to the videos released on you tube
• Link to the company’s official blog
Response Framework
Monitoring• Continuous monitoring
of ‘all ‘Social Media Content using tools like
• Simplify 360
• Freemium tools like hashtagify.me &hashtracking.com
Quick Response• Customers
expectations: few hours in case of grievance
• If possible resolution and close-looping
• E.g. Airtel claims its acknowledgement time to be 10 minutes
Customized Response• A guideline to address
grievance across platforms but not scripted
• Reassurance and information regarding the solution of problem
Online Reputation Management-A Number view
68% of the negative comment -> ‘answered’
18 % of them-> now loyal customers
33% of them ->changed their response to positive
34% of them ->deleted the negative commentRetail Consumer Report 2012(Oracle)
Transparency• Accept the mistake and
explain the next Step
• Apologies if no explanation
• In case of confusion or conspiracy, present the fact e.g. Samsung Billboard
Negative Content Handling• If after every
possible try, still negative content is generated then No Deletion
• Creative ways of pacifying (animation, photograph etc.) and Humor appeal
Nothing works…• Keep doing effort
without aggression• Wait and have belief
in Brand loyalty• Reassurance and
information regarding the solution of problem
Response Framework (contd…)
Thank You