Café Việt Response Protocol & Commenting Guidelines

1.Overview 2.Potential Risks & Detractors 3.Monitor Guidelines 4.Café Viet social media presence 5.Engagement Guidelines 6.Engagement Categories 1.Consumers 2.Recommended responses Agenda

As Nestle prepares to roll out and activate Café Viet on Facebook Fanpage, it is important to create plans for any public response. Consumers could ask questions and/or make comments – both positive and negative – that will be important for the company to respond to in order to maintain its brand online. With the expectation for brand responses usually being less than hours, participation on Facebook and in the social media space in general, requires quick action to meet consumers expectations. In order to achieve this response speed through this new channel, commenting guidelines with sample responses and escalation protocols are necessary. Overview

Potential risk & detractors

Facebook provides a hub for Café Viet to connect and engage with its customers in a deeper and richer manner. Detractors may provide negative feedback or simply disrupt the otherwise positive conversations. By posting negative comments on Café Viet’s Facebook page, these people will detract from the company’s otherwise strong brand. Responding and moderating appropriately will show Café Viet as an active participant in the community and the negative comments will be seen as net-positive interactions as we help solve problems of our customers. Potential Risks & Detractors

Potential Detractors – Here is a list of some of the types: – Valid Complainers - have valid complaints and are voicing them in the hopes to receive a response or simply to vent. Present great opportunities to respond and address the problem directly, turning the negative issue into a positive resolution. – Dissatisfied Customers - Similar to the parent group of valid complainers, these posts could be directed at Café Viet or third parties – either way, it will be important for us to respond to as many of these posts as possible – these people, if assisted, can easily become Café Viet’s most vocal fans. Potential Risks & Detractors

– Unfounded Complainers - It is possible that users who are not interested in discussing Café Viet could attempt to insert themselves into the conversation. These detractors will oftentimes not require a response – responding can add fuel to the fire. Spammers - someone who attempts to insert themselves by pushing their product or Web site, or their facebook fanpage. Off-Topic Posters - contribute irrelevant and off-topic content to the discussion. These comments can be safely ignored by both the brand and the community. Disruptors - user who attempts to hijack the conversation in much the same way as a spammer, except that their goal is just to disrupt rather than to promote themselves. Just as with a spammer, ignoring is the best response. Agitators - user who tries to derail the conversation with specific accusations or challenges. It could be somebody who simply has a bone to pick with big business, the insurance industry overall or someone who just doesn’t like Café Viet products and services (e.g: Trung Nguyen’s Coffee – G7 was competitor of Café Viet) Potential Risks & Detractors

Monitor Guidelines

Monitoring of mentions of Café Viet on Café Viet Social Media Platforms (Forums, facebook, youtube, flickr, twitter, yume…), in this case was Facebook Fanpage. Route to appropriate expert for swift response: Café Viet Team of Nestle (Brand or Product Manager) Engage Redirect questioner to Sale Team (or Placement team) of Café Viet STOP Monitoring (don’t say anything) Monitoring Response Guidelines YES Alert to product team YES Is this post about product and technical related questions Evaluate Is this post about promotional and marketing activities? Asking about Nestle’s products or Café Viet (1 box or 1 piece) and product pricing? Is this post a non-rational – a general expression of frustration with Nestle, Café Viet stock, or about competitors (Trung Nguyen G7…) NO Is this post about Customer Care & Services, Customer Policy, Promotion questions?

Café Viet online identity (platforms)

Café Viet 2011 Social Media Platforms Forums (TBC) Drive Traffic to Official Website, convert to fans on Facebook Fanpage Official Website

Engagement Guidelines

Timeliness of response – Green Flag – comments that may require follow up, but are not urgent – recommend response within hours – Yellow Flag – question or definite issue identified, requires response within 24 hours – Red Flag – clearly negative or critical comment that requires IMMEDIATE response and potential involvement from legal – Noteworthy - conversations between users and/or questions from users to Café Viet that could provide insight on products, services or future marketing executions – No Action - Conversations between or by users that do not require or warrant brand participation/response Engagement Guidelines

Core 1.Be human. 2.No automated or canned responses. 3.Express empathy for the things that can or can’t be fixed. 4.Provide a way for you to be personally contacted on or via phone for issues that require personal info. 5.Respond or refer to something directly in a users’ post. 6.Thank the people who DO say good things & forward their posts to the appropriate individuals within Café Viet & Nestle. 7.Have a clear non-promotional point of view. 8.When disagreeing, keep your tone cool and professional. 9.When responding to a commenter, use name] – then enter your response. Principles for Responding to Comments 1.Reply via the same media where the question was posted. 2.Try to respond within12-24 hours. 3.Make sure the most relevant person is responding. 4.Add value wherever and whenever possible to further strengthen the relationship with our fans and customers.

LabelDescriptionExamplePublic Response No Flag Conversations between users that do not require involvement of brand, product “I love this sweet taste of Nes Café product!” No response or simple response such as “Check out our product website to understand others. Note- worthy Conversations between fan and/or questions from users that do not require an answer. “I think Nestle should use yellow for the product’s cover, are there anybody think like me?” “Its hard to change the design within this time, if you love yellow, can you give us an best cover designed which you love?” Green Flag Conversations that require or request brand or product team (Café Viet) input and can be answered publicly, directing to appropriate online content or offering contact info. “Where I can get this product (link attached) in District 10, Ly Thuong Kiet Street, and how much for 10 boxes “You can call us at (08) xxxx xxxx or lets us know your phone number via for further information, we will call back Yellow Flag Definite issue identified, may require individual response offline, in which case direct the fan to the help number or . “The box of Café that I bought 5 days ago from nearby Supermarket was out of date, can I change this box?” “You should call our service department for maintenance or warranty questions. (08)xxxxxxx.” Red Flag Clearly negative or critical post that definitely requires a response both publicly and individually. “This product sucks! I got ripped off!” “We’re really sorry to hear about your experience, we want to make sure our customers always get the best value and service. I’d like to talk to you about this. Please /call me at your convenience (provide /phone).” Spam Irrelevant or misleading links posted by fans. “Yankees suck” “Visit my website…” Delete. Response Key/Suggestions – Facebook (sample)

LabelDescriptionExamplePublic Response Urgent Red Flag 1. A negative comment about VietNam Government, Nation Leaders, or relate to politic. 2. Virus or stranger characters that invisible attached link. 3. Spammer, Scammer and repeat with negative, old issue that we did response “Our country suck! Get out of Prime Minister, ABC!” (1) Delete Instantly. (2) & (3) Block user or Ban. Response Key/Suggestions – Facebook (sample) DELETE INSTANTLY OR BAN OR BLOCK

In order to set expectations for people participating in conversations on the Café Viet brand page, the company should develop a publicly-facing Comment Moderation Policy. This policy should be added to the brand page and be easily found by fans so they can understand Café Viet’s rules when participating in the conversation. The Policy should include language discouraging content that is: – threatening, abusive, defamatory, obscene, indecent or objectionable; – fraudulent, deceptive or misleading; – violates the intellectual property rights of another; – violates any law or regulation; – inflammatory religious or political; – references a third party page or website, or; – is otherwise offensive Facebook Commenting Policy

Engagement Categories (consumer generated comments)

User-Generated Categories Response Action CategoryWhat It MeansExamples MUST Respond Product, Prize, Placement (general) Customers that have had a clearly negative experience with product, brand, prize or maybe they got trouble with Nestle/Café Viet’s staffs, dealers… Customer Services or Promotions related questions Illegitimate product or customer service or promotions claims that Café Viet needs to clarify BrandIncorrect information about Café Viet that needs to be corrected

User-Generated Categories Response Action CategoryWhat It MeansExamples May Require Response Positive CommentsFeedback from satisfied consumers – both customers and non-customers – that Café Viet could respond to or amplify. (Take picture, or re-write their comment) Product Comments or Queries directly Valid questions and feedback around Café Viet’s Product categories Policy Specific commentsQuestions/complaints about specific policies, promotions, BrandComments that Café Viet disagrees with. Or mention a competitor. Or other product of Nestle or share old online-articles

User-Generated Categories Response Action CategoryWhat It MeansExamples No need response SpamUser pushing their own products or web site Off-TopicIrrelevant and off-topic comments on the site DisruptorUser is attempting to hijack the conversation AgitatorUser tries to derail the conversation with specific accusations or challenges.

Engagement Categories (Recommended Café Viet responses) * Need real time and further information about this campaign