United Breaks GuitarSubmitted by: Group 6 Anindya Bhadra (09IB-005) Bhaskar Mehta (09IB-013) Bhuvan Mudgal (09IB-014) Geetika Munjal (09IB-023) Jasjit Banga (09IB-028) Manik Bhalla (09IB-030) Nikhil Roongta (09IB-033) Rohan Agarwal (09IB-047) About United Airlines • One of the largest international airlines in US • Has over 3,300 flights per day • 50,000 employees and 360 aircrafts • United Airlines flies to 73 domestic destinations and 41 international destinations in 25 countries across Asia, Americas, Europe, Oceania, and Africa • In May 2010, the board finalised the merger of Continental Airlines and United Airlines making them world's The Incident . ) .The Incident (contd. ) .The Incident (contd. UNITED’s Online Presence • United had a presence on in both online and social media. • In micro-blogging site Twitter. they had approximately 18000 followers • Tweeted two to three times a day • Gave away information useful to travelers like airfare deals and system disruptions • Employees were encourage to monitor social media • . . 12:00 PM Situation Action Response on Twitter Tweet from Robin Urbanski “This has struck a Carroll’s made a call to chord with us and Friend Carroll after we’ve contacted “psssst. was offered. Septembe Face to face meeting r 14 between United Airlines and Dave Carroll. . 1 Taunts from They decided not to No response ed Airlines Bradford. friends and compensation given on next slide.Responses of United Airlines Date & Time July 7.@Unit approval from Rob them directly to July7. Carroll not make it right” PM to 10 breaks some of respond availableon Twitter PM Carroll’s Guitars” July 8 Carroll was called Many Responses. Responses from United . Did the Airline handle the incident well? . ” .“Negative buzz about your company is not something to be squelched but rather an opportunity to regain control of the agenda. United’s Mistake • Issued a sincere apology.000 people viewed it which was actually only 5% of the people watching the other one • Should have issued their own humorous You Tube response • The airline’s belated decision to donate $3.000 to the Thelonious Monk Institute of Jazz as a gesture of goodwill (Carroll said he was beyond the point of accepting money) did nothing to contain the damage. they did not address it on its website or on its You tube channel • Next day another video was updated on YouTube with Carroll acknowledging the apology but only 200. sprinkled in some humor. . • While they answered journalist queries. and even came out and said that they wanted to use this video for Training Purposes • United was selective in the type of media they used to respond to the incident. Moral of the story “It is possible to rescue a damaged corporate reputation. but only if the company engages with Social Media as a form of response” • . i i cri ca l th a t yo u p re se n t i su ch a w a y th a t i i t s ti n t s n o t o b vi u s to th e cu sto m e r th a t yo u a re d o i g th i j st to re ta i o n s u n th e m a s cu sto m e rs. l l m o st w i l b e h a p p y to b e tre a te d w i re sp e ct a n d d i n i ! l th g ty . N o m a tte r w h a t m e th o d o f se rvi re co ve ry t d n si e ce yo u ch o o se . together with information on how the failure occurred and what is being done to make sure it doesn’t recur • Successful service recovery requires – – – – – empowered employees a strong customer orientation celebrating success stories systematic data collection meaningful incentives to encourage such behaviour I sh o u l b e i vi b l .Service recovery • A problem resolved within a reasonable time. W h i e so m e w i l se e th ro u g h yo u r m e th o d s. The ideal response Act Quickly d an e a g ts ur in co pla En om C a Tr ck e at qu e Ad ons d e ti vi na ro pla P x E Fail-safe the Service Service Recovery Strategies Treat Customers Fairly st Lo m fro rs n me ar o Le ust C C w ulti ith va C te us R to ela m ti er on s s Learn from Recovery Experiences hi ps . Why so many views for the video . and jenghauser (30). and zoecello (697. • 86% of Tweets about United Breaks Guitars referenced web addresses.2 29). adventuregirl (800.603). • The top tweeters pertaining to United Breaks Guitars for the month of July were GuitarForever(129). • The top 3 user handles that were retweeted the most were mashable (121). • Total number of online news stories for the month of .653).Some interesting facts • Approximately 15-16% of Tweets about United Breaks Guitars were retweeted. GuitarSafes (50). and shelisrael (25). compared to a Twitter average of approximately 9%. • The top 3 user handles that tweeted about the incident for the month of July were mashable(1.080. compared to a Twitter average of approximately 40%. DaveCarroll (28). next to the actual link to the YouTube video. • For the month of July. • The United Breaks Guitars issue represented 42% of all online news for United Airlines for the month of July. breaks. • The top three mentioned words were united.334. .Some interesting facts • Total number of blog postings pertaining to United Breaks Guitars for the month of July: 1. • The most referenced hash tag or group was united.524. • Total amount of views for United Breaks Guitars for the month of July: 4.662. the link to the mashable blog was the most referenced with 271. • Total number of tweets pertaining to United Breaks Guitars for the month of July: 5. and guitars.980. in this case represented by online news. Furthermore.The graph shows the different media and how they could be potentially influencing each other and driving traffic to the YouTube video. It should also be noted on the chart that clearly online news from the UK and Ireland around July 23 had an effect on Twitter. Again. . it is possible that even though online news is influencing Twitter. Notice how blogs tend to be the early influencers. views on YouTube also increased around this time. this was backed up by the volume of posted links originating from UK sites in Twitter. traditional media. seems to have a more profound influence both on Twitter and in driving traffic to YouTube. However. Twitter in turn could be influencing YouTube through posted links. That said. buy and say. th e y w o u l e d te l 4 . • • • .Dave Caroll • Technology has reached a point where everyone has a voice. can be extremely powerful and can force individuals. It is not who is influential that counts but who acts as a catalyst for conversation – Keith O’Brien Calculating an individual’s online influence is becoming more important each year as people seek advice from their peers on the Internet regarding what they should think. tte M yS p a ce a n d Yo u Tu b e e n su re th a t n e w s tra ve l s exp o n e n ti l y ” al . b a d n e w s l1 e y tra ve l fa ste st a n d th a t s h a sn ' ch a n g e d . B u t to d a y . t so ci lm e d i to o l l ke a a s i Fa ce b o o k . which recognises and attempts to quantify the impact and influence of multiple social media tools.Viral Marketing “ I s b e e n sa i th a t i th e t' d n ‘ old days ’( maybe only a d e ca d e a g o ) th a t p e o p l e w h o h a d a p o si ve ti cu sto m e r se rvi ce exp e ri n ce w o u l sh a re e d th a t w i th re e p e o p l . I th e f th e y h a d a b a d exp e ri n ce . The Social Media Index is a model. Tw i r. This voice. companies and communities to change the way they behave. C l a rl . articulated through social media. Strategies for Corporate . 84%. said that browsing reviews influenced their decision on whether or not to purchase a product or service. the less influence any negative reviews will have. Rather than taking a reactive approach to ratings and reviews.Route to Successful Customer Communication According to the latest survey from Opinion Research Corporation. reach out to those who have had a bad experience and ask for a second chance. The more positive comments prospective customers read about your business. a large proportion. Hence. . be an active participant in the online consumer dialogue Encourage your customers to review your business. The vision of “mostly right.not most customers.Statistical Insignificance. most of the time” has changed to “get it right every time” Their philosophy starts with the fact that all customers deserve a positive experience -. but every one of them .Route to Successful Customer Communication Two words that should never be used in customer service. Measuring Social Media Exposure . Communication Collaboration Strategy . . For example.Communication Collaboration Strategy Currently. However. The future of communications is in the mixing of these quadrants and understanding how they work together to influence the public. most marketing communication programmes sit in on the left hand side of this matrix.particularly Conversational Collaborative programmes . the right hand side .will adopt entirely new methodologies that measure based on outcomes. they will begin to mix in strategies and tactics from the right side. As a result. conversations. friends and more. donations or other means of measuring advocacy and so forth. the outcome is that programmes on the left will measure online influence through metrics like impressions. as companies and organisations become more aware of the tenor of each venue and what works. inbound links. Meanwhile. this could include ideas generated. Steps for Online Reputation Management . Fixing.Behavior for employees handling customers Acknowledgement .Saying sorry Own the problem .Providing assurance that the problem has been/will be sorted and should not occur again Provide compensation . depending on the severity of the problem .Taking ownership of the customer and the issue Fix the problem .Acknowledging that a problem has occurred Empathy . or at least trying to fix the problem for the customer Provide assurance .Understanding the problem from a customer’s point of view Apology .Providing a refund. and/or a token and/or compensation.