Q&A: Coronavirus, Fan feedback & Streaming

Transcriptions done by robots in Descript app (they are getting better but not yet perfect)

This question comes from Benn Scully from Sports Where I Am. He sent in a question regarding how do you handle, you manage the positive negative feedback. And so I'll read this question first cause it was really well thought out and thank you very much for sending in Ben. Hey mate, I'm interested in how sports brands would manage the balance between focusing on too much negative feedback versus seeing as an early indication of a trend that might need to be addressed. I don't know how to word a better then, but a small example would be 99% positive and encouraging on most of the platforms and most of the ads, but occasionally we get someone that either under doesn't quite understand us. It doesn't quite understand our messaging, and then weighs in with a whole bunch of, potentially incorrect. and in the, in the situation is, and I'm now, I'm paraphrasing Ben, so I've gone, I've gone off script, and he was asking for examples of how sports teams handle a high volume of negative content. Comments and have a balance. So I didn't answer this. A couple of episodes back around there is going to be tension only be this lockdown of accounts, or lockdown of social comments because there is a little bit of trolling happening in the, in the fan piece. but there is a little bit of, you've got to be careful to listen to the small minority of those negative comments. I think if you're talking about a brand is different from a, from a team, there are opportunities there. You can literally just hide the comment, which restricts it from being seen by other people it is a little bit putting the head in the sand to a certain degree potentially. but if it's literally just a troll in hiding the comment or even deleting the comment or banning that person to me makes perfect sense. but if there is a way to turn around that person, if they are misinformed, then I think there is a good value in doing that. And I have seen cases, one example , we were working with the, with the stadium when they opened up and they had a new stadium and, and unfortunately, one of the, one of the, one of the rows in the state was mislabeled. And so there was a whole row in the stand that didn't actually exist, but there was 10 people standing there with tickets for that road that didn't exist. So they all had to be moved. And so a lot of that conversation happened on. Social media happened on Twitter. Hey stadium, we need to be moved. And so they were all moved. They were all put in different positions. That was all fine. Unfortunately, one of the noisiest ones happened to be sitting in a really poor position. I was sitting behind a camera. I had an obstructed view, which again, got them to kick off again. now. They didn't really have a large following and we could have probably ignored it, but what we did was we alerted the staff at the side of them and again, move them again, showed that, that we cared and that we responded. And by the second, third, and fourth day of the test match, it was, so it was cricket in this case, they were one of the biggest advocates for the stadium. So we were turned that negative, I guess brand ambassador around to a positive one because we took those extra steps. so it is that one is a hard one to scale, but you still want to be looking for those opportunities to turn those around. This now, you know, and then the other side of it is some people never want to be turned. So, I don't know if I've given you an exact, answer to that, Ben, but it is a bit of managing where you can, trying to identify and sort of having your own little flow chart. Is this just a troll? Yes. Lin. Then just delete or hide or ban. Is this a genuine concern? Yes. we will respond to it and try to rectify it. Is this a continuing concern? Then we need to improve our process or we need to update our FAQ and that kind of stuff. So I think that's the main, that's the main thing that you want to do. I do think, you know, monitoring feedback and comments on your ads is really important. I've seen a lot of ads that are running really. Yeah. Out there in the wild with people saying all kinds of things on the ads. I think leaving that unintended is really poor, both customer service and, and just very poor few brands. so hopefully that answers your question. Ben and I guess we'll catch up for coffee to find it if it, if it actually has.