The Chat Shop Real people. Real conversations.

Maintaining a brand online through engagement and dialogue

CIPR – The Wild Wild Web Jonny Everett

The meaning of engagement and dialogue

Engaging (adj) = interesting Glance à Skim read à In depth à Sharing à Dialogue Dialogue = conversation with 2 or more people To be truly engaging and create dialogue that matters we must make brands remarkable

“Remarkability: The same bias toward art exists in the way we choose which ideas we’ll share with our friends and colleagues. No one talks about the boring, the predictable, or the safe. We don’t risk interactions to spread the word about something obvious or trite.” - Seth Godin, The Icarus Deception

SIX WAYS TO MAKE PEOPLE LIKE YOU

PRINCIPLE 1 Become genuinely interested in other people.

PRINCIPLE 2

Smile.

PRINCIPLE 3 Remember that a person’s name is to that person the sweetest and most

important sound in any language.

PRINCIPLE 4 Be a good listener. Encourage others to talk about themselves.

PRINCIPLE 5

Talk in terms of the other person’s interests.

PRINCIPLE 6 Make the other person feel important – and do it sincerely.

SIX WAYS TO MAKE PEOPLE LIKE YOU

PRINCIPLE 1 Become genuinely interested in other people.

PRINCIPLE 2

Smile.

PRINCIPLE 3 Remember that a person’s name is to that person the sweetest and most

important sound in any language.

PRINCIPLE 4 Be a good listener. Encourage others to talk about themselves.

PRINCIPLE 5

Talk in terms of the other person’s interests.

PRINCIPLE 6 Make the other person feel important – and do it sincerely.

Encourage others to talk about themselves

You no longer control the information your consumers access about your brand You cannot shape their opinion from marketing alone It is a total experience, influenced by others talking about your brand Customers will be engaged in dialogue about your brand It may be negative! How can brands deal with this?

You’ve lost control

The Chat Shop Real people. Real conversations.

See Principle 2: Smile

How did they react?

Customer (@grahamcummings7):

"@O2 F**K You! Suck d**k in hell"

O2 response:

" Maybe later, got tweets to send"

Why’s it important to encourage others to talk about themselves?

Business forecast to spend $214.3 BN on advertising in 2011 But… Only 4% of Americans trust advertising the most as a source for product of service information1

More than 60% of consumers are influenced by other consumers’ comments about companies2

1. Zendesk 2. ClickFox

93% see real-time help being beneficial during their online customer journey*

73% of customers are satisfied with Live Chat, compared with email and telephone (both 61%)*

If you encourage your customers to talk about themselves, they’ll help you maintain your brand online – for free!

And customers like tools that allow them to talk about themselves!

*LivePerson

SIX WAYS TO MAKE PEOPLE LIKE YOU

PRINCIPLE 1 Become genuinely interested in other people.

PRINCIPLE 2

Smile.

PRINCIPLE 3 Remember that a person’s name is to that person the sweetest and most

important sound in any language.

PRINCIPLE 4 Be a good listener. Encourage others to talk about themselves.

PRINCIPLE 5

Talk in terms of the other person’s interests.

PRINCIPLE 6 Make the other person feel important – and do it sincerely.

What are customers’ interests?

Zendesk

Zendesk

Zendesk

Make your customers feel like superheroes

How do you maintain a brand online? So in summary

Encourage others to talk about themselves and make it easy to do so (smile when they’re nasty)

Talk in terms of the other person’s interests Customers are interested in an incredible customer experience

Maximise key brand experiences to create great customer dialogue

The Chat Shop Real people. Real conversations.

Thank You (You lovely people you!)

@JonnyChats www.thechatshop.co.uk