reputation management case study - network solutions at new comm forum
TRANSCRIPT
Solutions Are Power
Social Media ProgramShashi Bellamkonda
&Geoff Livingston
Changing Perceptions
• First Half 2008: Approximately 60 percent of Network Solutions social media conversations negative
• Major issues where the Community disagrees• Perception of Network Solutions as domain registrar only• Changing perception critical for long term health
How the Tide Turned
Planned Approach
• Listen and engage customers directly– Online– At conferences– Community participation
• Build positive equity through valuable content• Become a community member• Seek out influentials
Phase One: Engage!
• Team approach to response• Monitor using Radian6 and manual searches • Classify as crisis or not (>20 Technorati authority or 100
followers)• Classify as general issue or technical customer service• Engage in a variety of places:
– Blog posts– Twitter via NetSolCares– Technical forums
Phase Two: Contribute to the Conversation
Phase Two: Content Contributions
• Solutions Are Power blog• Participation at numerous events• Solutions Stars Video Conference– More than 5,000 visitors– Trended on Twitter– 60+ blog posts to date– 700 tweets via solutionsstars hash tag
Analysis of Positive Sources
Into the New Year!
• Continued blogging with new voices• Expanded offerings– Women Grow Business– Smart Business Success Index– Webinar– Small Business Conference
What Does 2009 Hold
• More community engagement– Events– Online monitoring
• Content: Seeking to help small businesses, web companies during recession– GrowSmartBusiness.com
Training other advocates
• Social Media• Twitter• Blogging• Bookmarking
Reputation Management Takeaways
• Embrace your errors• Respond quickly• Build relationships beyond the incident– Listen– Participate
• Create great value for your community– Events– Content and research
Thank You!
Questions?Shashi BellamkondaSocial Media SwamiNetwork [email protected]: @shashib
Geoff “We don’t need No personal brand” LivingstonSenior Vice presidentCRT- Tanaka ( Formerly Livingston Communications)Twitter @[email protected]