listen to your customers and they will listen to you optsum phoenix september 2011

©2011 Network Solutions, LLC

Listen to Your Customers & They Will Listen To YouPresented by Shashi Bellamkonda

09/13/2011

New Media Optimization Summits Phoenix 2011

OPTSUM


Listen to Your Customers & They Will Listen To You 2

Hashtag #optsum

2



The Basics Will Never Change

Your Objective:Win Favor from the Public

Goals:Build awarenessCreate identityEnhance ImageEngage with customersInform publicAccuracy during crisis



http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg

But Tools Change All the Time

http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg



Definition of Social Media

Social media is that which allows anybody to communicate with everybody.

Jim Sterne,Web metrics guru & Author of Social Media Metrics

Key components : Easy, User generated, shared, multi-media, two-way or multi-directional conversation, online or mobileNew media, Web 2.0, Social media

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Evolution of New Media

Pony Express / Telegraph

Letters to the editor

Telephone

IRC

Bulletin Boards

Early days of AOL

World Wide Web

Email marketing

6



Fortune 500 Use of Social Media

•71% have corporate Facebook pages

•59% have corporate accounts on Twitter

•50% have a public facing corporate blog

•44% say Facebook is the single most effective social networking platform they use

Social networking continues to lead the

way:

•50% have a corporate blog (up from 45% a year ago)

•34% have developed policies to govern blogging by their employees

Blogging remains an important tool for the

Inc. 500:

•56% reported social media was "very important" to their business/marketing strategy

•57% report using search engines and social networking sites to recruit and evaluate potential employees

New communications tools are changing the

way successful businesses operate:

Source: http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0kaqN2L

http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0kaqN2L

http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0kaqN2L



New Opportunities to build community

(events)

Characteristics of a Web 2.0 World

2 way communicatio

n

New channels

Share and spread content more visibilityPersonality

and human face



Anatomy of Web 2.0 Content 1

Share your content on other social networks

RSS: Get content in your RSS reader

Tags & Categories : Classify your content

Content others readers liked



Anatomy of Web 2.0 Content 2

Related posts to the current post

Networks where this post been shared

Comments from readers



Real-time Collaborative Content

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Strangers shape your brand reputation

12

Word of Mouth has become Word of Mouse



New Media Perspective

Users

•3 out of 4 Americans use Social Networks

•Visiting social networks is the 4th most popular activity on the internet

•Internet users spent over 5.5 hours a week visiting Social Networks

Marketers

•Gaining the all-important eyeball.

•Rise in search engine rankings

•Increasing use of blogs, Facebook®, video/YouTube®, Twitter® and LinkedIn®

13Source: http://news.cnet.com/8301-13577_3-10185477-36.html#ixzz1AGSlAIgghttp://marketingwhitepapers.s3.amazonaws.com/SocialMediaMarketingReport2010.pdfhttp://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82-around-the-wrold/

http://news.cnet.com/8301-13577_3-10185477-36.html#ixzz1AGSlAIgg

http://marketingwhitepapers.s3.amazonaws.com/SocialMediaMarketingReport2010.pdf

http://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82-around-the-wrold/



B2B Perspective

Trade magazines are going online

Business buyers make decisions quickly

Information discovery on search engines

Information gathering is moving to a ask- and ) answer metphor*

Crowd sourcing 14

Andrew Mcafee author of Enterprise 2.0



Are you in the Web 2.0 World yet ?

Participate in a two-way communication world

Use social media tools to reach

consumer audiences and

influencers Plan and strategy for

engagement in social networks



Your Social State Check List

•Tools, alerts

Monitoring

•Audio, Video , blogs

Content Creation

•Topical and Social

Conversation

•Events, webinars, tweetchats,contests

Engagement

•Speaking at conferences

Thought leadership

•Links, articles, blog mentions

Social Media Impressions

•Join a community, for onw community, event based community

Community

•Special offers

Sales •Shareable, user generated, tagged, multi-channel, multi-media

Social Integration

•SentimentReputation

benchmark

Social Crisis Plan

Metrics and Reports

Training



Set Your Objectives

Make your customers happyFascinate them Comedy works

17http://www.youtube.com/watch?v=MSqXKp-00hM

http://www.youtube.com/watch?v=MSqXKp-00hM



Make your actions spreadable

18



Network Solutions Go_Granny Campaign

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Does your product wow people to tattoo your brand

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http://www.flickr.com/photos/flanman/3488525512/sizes/m/in/photostream/

http://www.flickr.com/photos/flanman/3488525512/sizes/m/in/photostream/



This Company Made Blenders Interesting



Your Customer Connection plan

Deliver great customer service

experience

Provide tools for customers to give

you feedback

Help customers share their experience

Help customers refer new customers

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Becky Carroll @bcarroll7 – The Hidden Power of Your Customers

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Becky’s 4 Principles of Customer Marketing

Relevant MarketingOrchestrated Customer ExperienceCustomer Focused CultureKiller Customer Service

http://customersrock.net/the-hidden-power-of-your-customers/

http://customersrock.net/the-hidden-power-of-your-customers/



Customer Experiences Will be Shared

You controlMake their experience positive to create passion and excited sharingCreate circumstances for negative to spread virally

What Customer’s want? 1. Product or services that meet or excced their need2. Ability to find the product easily3. A channel for feedback

- Brian Solis @briansolis in The Hidden Power of your customers

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Customer talk anywhere

Off Platform

Reviews

Forums

Social Posting

On Platform

Email

Phone

Web form

Community

Get Satisfaction

Zen Desk

Uservoice

26



Listening Tools - Discussion

Who is talking

What are they talking

Where are they talking

27



Dashboard View

•Negative, positive neutral

Monitoring•Needs a

response/correction

•Feedback to the company

Responding

•Customer retention

•New lead•New

brand opportunity

Results28



29http://hy.ly contact [email protected]

http://hy.ly/



30



Exercise - Brand Monitoring

Choose a keyword or a brandUse Google Blog Search to find resultsClassify the top 20 results +tive, -negative neutral in %

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Content Calendar

• Ideas from your monitoring• Keywords from Analytics• Frontline staff anecdotes• CRM Tool Analysis• News and Trends

Essential even if informal

32



Content Tools

Blogs

Content Management Systems

Social Updates

• Quora• Focus• Linkedin /Facebook Answers

Q and A sites

Customer Survey

Own community

33



Content Curation Tools

SummifySportifyXydoTrovePaper.liNews.meGoogle® News

34



Incentives for Customers

Display SignsPeople on Yelp Love usWe have 4 star reviews on TripAdvisor

Emails to CustomersSatisfaction SurveyBadgesHandwritten “Thank you” note

35



Review Life Cycle

Reminder about reviewingEasy to add a reviewThanks and congratulations on publishing the review

Widgets for the customers to place on their website

Comments or scores on reviewRewarding top reviewers

36



Don’t Reward Wrong Behavior

TrollsChronic issues – Fix them or phone themLet community come to your defense

37



Developing Customer Advocates

Create a Social Advisory BoardMake it easy for referralsThank people for referralsAmbassador kits



Community Advocates

Senders vs SpendersParticipationEvent sponsorshipGrassroots offline eventsGuest postsInterviews



Customer Reward and Ambassador Plan

Your own company or a imaginary companyCreate a 5 point plan

Rewarding customers to review youCreating ambassadors from customers who are raving

fans

40



Crisis Plan

Monitoring AlertsCrisis TeamCrisis Content Tool

Corporate Blog, Status Blog, Website, Forums, Social updates

Response time Fast Track Review ProcessClose out the incident with recap Pick up the Phone

41



Make Your Whole Organization Social

Every outward facing position can help you Existing communications campaign performance can improve with social media integrationCommunications can be faster with social platformsEnhance your recruiting efforts

42



Developing Internal Advocates

Social Media CommitteeSocial Media Center for ExcellenceTrainingBrown Bag Lunches with outside expertsEncourage attending offline events and usergroupsEmployee Customer Service Stories



Rules of Engagement

44Link to latest post : http://b.shashi.co/rli6XH



Outreach Tools

Identifying influencersKlout/Peerindex

Email OutreachTwitter® outreachPress ReleaseSocial Media ReleaseContests

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Social Media Policies

Altimeter Group : http://b.shashi.co/qUUSA0

Red Cross : http://b.shashi.co/ovUgJ9

SocialMediaGovernance.com http://b.shashi.co/qBv68G

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Acq. Customers

Social Offer FeedSpecial Social Media only offersPreview products to Social Media onlySocial ReferralsMake offers shareable

47



Metrics

Set GoalsBenchmarkAudit and report periodically

48



Metrics

Number of mentionsReviewsSentimentFiltered by Category/ TagsEngagementRetention or SaleTraffic back to website

URL ShortenersLanding codes/ ids

Inbound linksBlog mentions

49



Case Studies

50



Network Solutions

Face of the CustomerVoice of the CustomerIntranet Social Media feedVisits to Call Center

51



Never Used A Computer – Yet His Brand Exists Online

52



Pizza Tweets Can Be Made Fun



• In a company everyone is in customer service

• Everyday is a opportunity to change

• Don’t be satisfied with past laurels

• Connections both offline and online

Final Thoughts



Questions

Executive Editor:http://networksolutions.com/bloghttp://networksolutions.com/smallbusiness/http://WomenGrowBusiness.com

Personal Blogs:Technology & Social Media: http://www.shashi.coDigital Thoughts: http://readythoughts.comFood : http://www.carryoncurry.com

Shashi Bellamkonda

[email protected]

Follow On Twitter: @shashib

http://networksolutions.com/blog

http://networksolutions.com/smallbusiness/

http://womengrowbusiness.com/

http://www.shashi.co/

http://readythoughts.com/

http://www.carryoncurry.com/

mailto:[email protected]

mailto:[email protected]