Qun tr khng hong

k thut s 3.0 bng

ni dung


Thu hiu v lp k hoch gii quyt khng hong
trong k nguyn ca ni dung v mng x hi
Nguyen Thanh Son, Tng gim c, T&A Ogilvy
May 2013
2
TH Milk
L th ca c gio
Hong Trm gi b
Lin Hng c a
ln FB

Cc trang mng
copy li, dn n ku
gi ngi tiu dng ty
chay sa TH Milk
3
Tnh hung tng t: JetBlue v cch h
phn ng
Ngun: http://www.adweek.com/news/advertising-
branding/jetblue-knows-how-communicate-customers-social-
and-when-shut-152246
L mt hng my bay c kh nhiu Khng Hong.
Mt s v d in hnh:

1. Khi hng hy chuyn bay t Boston n New York, nh
hng n 150,000 hnh khch. Khch hng s dng Twitter
phn nh s gin d

2. S kin chuyn bay 191, Phi Cng Clayton Obson ca
JetBlue trong vng 48 ting ng h tr thnh t kha hot
nht ca GoogleTrends

X l


Ngun: http://www.prweek.com/article/five-things-jetblue-done-
better/1280693
4
Tnh hung tng t: Domino Pizza v cch h phn ng
Domino Pizza tr thnh viral khi on video ca
2 nhn vin c quay ln Youtube

Lng xem ca mt trong nhng trang youtube
ln n hn 1.2M

Domino Pizza x l nh th no? T mt
thng hiu khng c knh truyn thng mng x
hi, ch trong 1 ting ng h, Domino dng
hnh nh ca CEO v phng thc truyn thng
ng ra i din cho thng hiu. Tip sau ,
Domino cho ra chin dch TurnAround Pizza ,
sale tng 14%.


http://agnesday.com/dominos-pizza-
a-look-at-the-timelessness-of-a-
social-media-crisis-plan/
http://pivotcon.com/how-dominos-and-dell-
rebuilt-trust-after-a-social-pr-crisis/
5
Phn hi khng hong thay i

Mng x hi thay i cch thng tin c lan truyn v cch con ngi
a ra kin. N thay i cch thc cc nhn hiu giao tip vi cc nh u
t, v cch nh u t giao tip vi nhau. Mng x hi cng thay i
cch thc thng hiu qun l danh ting ca h mi ngy, c bit l trong
giai on khng hong

V nhng yu t ny, mng x hi v c bn thay i cch qun l khng
hong .

gip thng hiu vt qua cn khng hong mt cch hiu qu hoc
quan trng hn l ngn chn khng hong nhn lc trong ngnh truyn
thng quan h cng chng v tip th ngy nay cng phi tr thnh chuyn
gia trong khng gian x hi-mt chuyn gia k chuyn




Khng hong truyn thng
x hi lin tc gia tng
gp mi ln so vi nm
2001 - nhng, nghim
trng hn, 76% trong s
c th c ngn nga nu
t chc phn ng thch hp.
Altimeter, Social Business
Readiness, August 2011

Mc ch
6
Hng tip cn mi



V sao cn hng tip cn mi?

C mt nguy c ngy cng tng cho cc thng hiu v doanh nghip. Trong khi
cuc khng hong xy ra k t khi con ngi bt u mc sai lm, s pht
trin ca mng x hi hin nay lm cho nhng sai lm ny hu hnh trong mt
cng chng.

Mng x hi cho cc nhm v c nhn mt sn chi bnh ng. N nng
tm "ting ni c nhn, ngi tiu dng cng tr thnh ngi gim st, v tc
ng rt ln n cc nhm tin tc v cc nhm x hi nh Greenpeace v
PETA .

Chu k tin tc c cch mng ha. Cc nh bo trong thi i mi cung cp
thng tin cho truyn thng truyn thng v ngc li. Mt cu chuyn a phng
nhanh chng tr thnh mt cu chuyn ton cu trn Internet. Trong khi , cng
c tm kim c li cho cc loi tin tc mi v ngi tiu dng s l i tng u
tin tip nhn thng tin v mt vn ang ni cm .

Truyn thng x hi pht trin ngh thut k chuyn v s dng cc ni dung
trc tuyn. Cu chuyn l yu t ct li to nim tin cho mi ngi, v truyn
thng x hi to cch thc mi thng hiu chng minh gi tr v gy dng
c nim tin. Cch thc k chuyn giu cm xc v hnh nh quan trng hn,
nhng nhng nhm c nhn tiu cc cng kho lo vn dng nhng k thut
tng t

Hiu c nhng xu hng v bit lm th no s dng k thut gia cc
bn lin quan, qun l cng ng v kch hot ni dung cung cp cho cc chuyn
gia ngy nay l mt m hnh hon ton mi hiu v lp k hoch cho mt cuc
khng hong trong thi i truyn thng x hi.

7
Tin tc hiu bit x hi c tc ng ln hn bao gi ht
Greenpeace v The
Yes Men phn ng vi
k hoch khoan du
vng Bc Cc ca
Shell bng tr chi
khm cng khai.

Cc hot ng chng
li thng hiu c th
c lan truyn v
khuch i qua truyn
thng x hi.
8
Mng x hi cung cp mt chu k khng hong vi tc chng mt
Video clip United
Breaks Guitars to
c hiu ng lan
truyn, gy ra vic
gim mnh m gi tr
thng hiu.

Ngy nay, ngi ta c
th phn nh vn
trc tip vi thng
hiu, v k vng mt
cch gii quyt nhanh
chng.

http://www.youtube.com/watch?v=h-UoERHaSQg
9
Mng x hi cung cp thng tin cho hng triu chuyn gia
php l
Vo thng 1 nm 2013, i iu tra ca t The
Guardian pht hin DNA nga trong cc hp
tht b c bn mt s chui siu th ln nht
nc Anh v Ailen, trong c Tesco. Mc d
khng lin quan trc tip n vn an ton thc
phm nhng khng hong ny cho thy s thiu
cht ch trong vic kim sot ton b h thng
cung cp v tiu th.

Tesco ha hn ci t my quan st khp chui
cung ng sau v b bi pht hin tht nga trong
bnh kp ca ca hng.


Mng x hi to c hi cho ngi tiu dng kim
chng s tht v i hi s minh bch cao hn.
Ngi tiu dng dng youtube tip tc ko
di vn , parody c xem n 423,437

http://www.youtube.com/watch?v=Ms6zzOm6v94
10
Mng x hi cho php nhng cu chuyn cm xc v hnh nh tr nn
t ph
Trong hu qu ca v
b bi v bn p
phanh, Toyota truyn
ti cu chuyn v s
an ton n ngi tiu
dng.

Mng x hi gip
thng hiu c th kt
ni trc tip n ngi
tiu dng.
Khng hong ngy nay : Mt ngi n
13
Nguyn nhn khng hong truyn thng
Nguyn nhn bn trong
Vn mi trng hoc tai nn
iu tra, kin tng, cch gii quyt
Ti chnh ngho nn hoc hiu sut chng
khon
Vn c cu/ quyn s hu ( vs: st nhp)
Thay i qun l/Sa thi
S c/co buc v sai lm trong cch qun
l
Sn phm li/Thu hi
Khiu ni ca nhn vin
Tranh chp lao ng
Tai nn ti ni lm vic/t vong
Nguyn nhn bn ngoi
Thm ha thin nhin
Khng b/ mi e da t ti phm/ s c
Hot ng phn i, biu tnh
Vn s hu
Khiu ni ca khch hng
Cc vn trong ngnh
e da t i th cnh tranh
14
c im ca khng hong ngy nay
Dng khng hong no bn thng thy?
Phn ln cc cuc khng hong u bt ngun t
nguyn nhn t bn trong. Tuy nhin, cuc khng
hong c nguyn nhn t bn ngoi c th nhanh
chng dn n mt cuc khng hong ni b.
Chng ta thng s thy nhng vn sau y s
dn n khng hong - thng tng tc thng qua
mng x hi:
Dch v khch hng yu km
Thc hnh tip th yu km
Quan h cng chng hoc ngi c sc nh
hng km
Yu km trong qun tr



15
Dch v chm sc khch hng
km
c im
Thng lin quan n cc vn
v dch v khch hng. Phn
hi km hay khng phn hi trn
facebook. Khch hng c tri
nghim khng tt vi i din
nhn hng online hoc offline.

Cc l do tim nng dn n
khng hong

Coi thng nhng lo ngi v cu
hi ca khch hng. Thng
hiu c phn ng tng l v
bng quan.
Video mt nhn vin giao hng FedEx nm mn hnh my
tnh ca khch hng c ng ti trn Youtube v nhanh
chng c hng triu lt xem, to nn mt cuc khng
hong cho thng hiu.
16
Quan h cng chng km
c im
kin hay cu chuyn c
ng ti trn mng t khch
hng ang gin d v bt mn.

Cc l do tim nng dn n
khng hong
Cc website hay blog c th d
dng c truy cp trn ton th
gii. Nhiu ngi c sc nh
hng cng tham gia v nh
hng n truyn thng chnh
thng
Nh lm phim Kevin Smith, hay Silent Bob, ng ti trn Twitter
tri nghim ca anh vi hng hng khng Southwest Airlines khi
b ui ra khi my bay v qu bo.
17
Qun l yu km
c im
Bng chng cho thy thng
hiu hoc i din thng hiu
c nhng nhn nh km, thiu
s phi hp v n lc trong t
chc.

Cc l do tim nng dn n
khng hong
Thit hi v ngi hay nhng
hon cnh bi thm khc
Nhn vin cng ty ng ti mt ni dung th tc khng
ph hp bng ti khon Twitter chnh thc ca thng
hiu Chrysler.
5 Xu hng qun tr khng
hong ngy nay
19
Thng minh
5 xu hng qun tr khng hong ngy nay
Khng
hong trn
mng x
hi
l cha kha mi
l cch mi lng nghe
l cch mi to dng nim
tin.
l sc nh hng mi
l cha kha mi xy dng
mi quan h
Nhn thc
Tip th
cu chuyn
ng h t
x hi
D liu
tc thi
20
Nhng phn ng vi vng
c th lm bng n khng
hong.





Nhng chuyn gia ngy nay cn
thng minh hn v nhanh nhy hn.
Phn hi cn c tho lun v ra
quyt nh ph hp nht
1. Thng minh l cha kha mi
We use search to find
what other people say
about products
Tc ng vai tr quan
trng






Ra quyt nh nhanh chng v gn
nh tc khc l nhng yu cu
khng th thiu trong th gii ngy
nay


21
Lng nghe l vic cn lm





Truyn thng x hi khin cho mt
vn ca khch hng c th lan
truyn ch sau mt m. Tuy nhin,
ch n gin lng nghe thi cha .
2.Nhn thc l cch mi lng nghe
We use search to find
what other people say
about products
Vi nh hng ca d
liu, nh v cm xc l yu
cu mi




Chuyn gia ngy nay cn c kh
nng xc nh cm xc cng nh
kh nng phn tch chuyn i
nhng vn x hi thnh s thu
hiu.
22
Nhng tip th bng cu
chuyn l cch mi thu
ht s ch v ng h.





Chuyn gia ngy nay phi gii k
chuyn, dng ni dung xy dng
lng tin v nh hng hnh ng.

Ai cng c th cng b ni
dung.





Tin tc l mt dng biu tnh mi
ca x hi, v ni dung nhi l n
v tin t x hi mi
3. Tip th cu chuyn l cch mi to dng nim tin
We use search to find
what other people say
about products
23
Nhng phi hp gia cng
ng v thc hin ni dung
nhn rng s nh
hng l cha kha



Chuyn gia ngy nay phi qun l
c mi quan h v bit cch nh
hng cng nh kim sot c
nhng kin tiu cc.
Gn kt vi ngi hm m
v ngi chng i




Phi hp vi ngi hm m l mt
trong nhng cch thc su sc
nht, tuy nhin cng d khin
thng hiu d chu nh hng t
s ph phn.
4. ng h t x hi l sc nh hng mi
We use search to find
what other people say
about products
24
Nhng x hi v phng
php tm kim thng minh
c th to dng mi quan
h.



Chuyn gia ngy nay bit cch xy
dng mi quan h bng cch
chuyn i d liu x hi thnh s
hiu bit su sc v khch hng.
Nhm tp trung li thi






Ngi lm tip th khng cn c th
da vo vic lin tc tm kim
hiu cm xc ca ngi tiu dng
na.
5. D liu tc thi l cha kha mi xy dng mi quan h
We use search to find
what other people say
about products
V d tham kho
BP:

S dng mng x hi
chng minh cho hnh
ng.
V n gin khoan Deep Horizon ngy 20-4 nm 2010 lm thit mng 11 cng nhn vi
17 ngi b thng, gy ra v trn du ti t nht trong lch s nc M. Sau , du
trn ra khp vng bin trong sut nhiu thng trc khi c kim sot. Cuc khng
hong bt ngun t vic BP khng c kh nng ngn nga vic du loang v li cho
cc bn khc gy ra v n. Ti t hn na, CEO ng nhim l Tony Hayward c
nhng nhn xt nhy cm khi ni rng lng du loang qu b nh so vi kch thc
ca i dng, v ti mun cuc sng tr li ng nh c sau khi cuc khng hong
din ra.

BP c mt trang Facebook, mt knh Youtube, mt ti khon Twitter v Flickr. Tuy nhin
BP khng bit cch s dng mng truyn thng x hi mt cch khn kho gii
quyt khng hong, thm ch cn lm n ti t hn bng vic mua ads trn cc cng c
tm kim m khng o lng cm xc ca ngi tiu dng trc.
Experience in social
media will help you
respond fast and
appropriately
Moleskine:

ng dng phng php
Foster Conversations
gii quyt thc mc ca
khch hng
Moleskine n Ogilvy bi v h nhn ra mnh ang th c th trong mt cuc khng
hong truyn thng x hi. H pht ng mt cuc thi cng ng sng to gip h
mt logo cho mt trang blog mi - Moleskinerie. Mc ch l tn vinh s sng to ca
khch hng v h tr cng ng thit k, nhng c cu gii thng v tnh gy ra mt
s nghi ng liu Moleskine c ang li dng s sng to ca khch hng?
Sau khi xem xt m rng v tnh hnh, trong c vic trao i trc tip vi cc chuyn
gia sng to v tin hnh gim st phng tin truyn thng x hi, Ogilvy ngh
Moleskine tip tc cuc thi, nhng cn chuyn i trng tm. Moleskine cam kt khng
s dng tc phm d thi vo bt k mc ch thng mi v khng s dng cc logo
chin thng cho blog ca mnh. Thay vo , Moleskine s dng c hi tip tc tn
vinh hng trm nh thit k ti nng, bng cch trng by cng vic ca h.
Ogilvy trin khai chin lc phn hi ch ng trn cc knh truyn thng x hi ca
Moleskine bng cch xin li cng ng v lm r nh ban u ca Moleskine. Ogilvy
qun l phn hi t cng ng trn Facebook, Twitter v blog ca cng ty Moleskine v
m bo thng tin lin lc kp thi.
Cng ng rt hi lng vi phn ng Moleskine v hnh ng tip theo ca hng. Cm
tnh ca ngi dng trn cc phng tin truyn thng x hi thm ch tr nn tch cc
hn, so vi cuc tho lun trc cuc thi. cp n cuc thi gim mtcch nhanh chng
v khng c thm phn ng d di khi Moleskine cng b ngi chin thng ca cuc thi.
KFC Malaysia:

S dng mng x hi
gii quyt rc ri.
29
Nguyen Thanh Son
General Director

Email: ThanhSon.Nguyen@ogilvy.com

Lin lc vi chng ti
Ha Nguyen Thu An
Head of Social@Ogilvy

Email: ThuAn.Ha@ogilvy.com