Consulting Services

Why Social Media is a Problem Broadcast Medium

Sankaranarayanan

22-23, June 2012, Chennai

The Problem

About 50 Lakh barrels of crude oil flowed into Gulf of Mexico in 3 months

More than 8,000 birds, sea turtles, and marine mammals were found injured or dead

The Impact

Timeline

Day 1Oil spills

Day 3Media

reports

Day 10Innocentiv

e Challenge

5000 ideas a day

Day 22BP

broadcast video

BP's response$90 million worth ads in three months

Social media is not just a PR toolCreative Communication (PR/Advertising)

Co-creative Communication

Problem cover up Problem broadcast

What you know What you want to know

Know-how Tell-how

Why problem broadcast?

P2p

Problem can build a brand

"(When) people turn to our company...I believe they are looking for how IBMers approach problems, as well as for the types of problems we choose to approach,"Sam Palmisano, Chairman, IBM

IBM Smarter Planet

Food to Energy

GE's Ecomagination

P&G Connect & Develop

Shell Dialogues

How to broadcast problem?

Events

Dedicated Portals

SM Channels/Web 2.0

Outsourcing

Birth of a new industry...

New kid on the block...

Consulting Services

Facebook as Problem WallIndia’s Mobile Industry

One Problem No Solution

Faceless CustomerNivedita Datta(December 26, 2011 at 12:11pm)“Dear (Operator), Hope u get back to me soon else I shall shift from (Operator) to some other provider & will recommend others also nt to go to (Operator) for their poor service. Regards, A (till now) loyal (Operator) cust.”

Operator(December 26, 2011 at 3:53pm)

“Hi Nivedita, We tried calling you but the number was switched off. Please share an alternate contact number for us here http://bit.ly/something to help you better.”

Faceless CustomerNivedita Datta(December 26, 2011 at 6:58pm)“I called at the toll free no for assistance & was put on hold forever... seems u ppl don't anymore care about needs of your customers or u hav too many customers so u don't care about losing a few...!”

Operator(December 27, 2011 at 9:48am)“Hello Nivedita, Thanks for speaking with us, do let us know whenever you need our assistance.”

Faceless Customer

Nivedita Datta

(December 27, 2011 at 9:50am)“seems u did't read what I wrote... No one picked my call to help me out...! N I m freaked out with such service...! and very soon i'll move out of (Operator) as I am losing trust on ur services...! :/”

Operator(December 27, 2011 at 12:04pm)“Hello Nivedita, We request you to write to us at customercare@(Operator.in) for further assistance.”

Faceless Customer

Nivedita Datta(December 27, 2011 at 12:05pm)“I hav done that as well bt no reply...”

Operator(December 27, 2011 at 3:24pm)“Hi Nivedita, Thanks for speaking with us, trust we were able to assist you with the info needed.”

Not an odd case

"The Facebook page serves as a platform for interaction and communication. In case you have any issues or concerns please send them to customerservice@company.com. Posting on this page may not be the best way to get the information across.

Social Media PolicyHow not to use Facebook!

Please note that this page is not intended as a place for receiving consumer complaints. Although we try to forward most of your complaints to our customer care department, if you have any questions about your motorcycle, you can reach us at: customerservice@company.com"

Social Media PolicyHow not to use Facebook!

Source: A New York University Study

Consulting Services

Worksheet on Listening to Customer ComplaintsLink to File