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©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
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Hashtag #optsum
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The Basics Will Never Change
Your Objective:Win Favor from the Public
Goals:Build awarenessCreate identityEnhance ImageEngage with customersInform publicAccuracy during crisis
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http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg
But Tools Change All the Time
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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
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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
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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
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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
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Anatomy of Web 2.0 Content 2
Related posts to the current post
Networks where this post been shared
Comments from readers
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Listen to Your Customers & They Will Listen To You 11
Real-time Collaborative Content
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Strangers shape your brand reputation
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Word of Mouth has become Word of Mouse
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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/
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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
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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
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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
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Set Your Objectives
Make your customers happyFascinate them Comedy works
17http://www.youtube.com/watch?v=MSqXKp-00hM
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Make your actions spreadable
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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/
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This Company Made Blenders Interesting
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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/
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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
Phone
Web form
Community
Get Satisfaction
Zen Desk
Uservoice
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Listening Tools - Discussion
Who is talking
What are they talking
Where are they talking
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Dashboard View
•Negative, positive neutral
Monitoring•Needs a
response/correction
•Feedback to the company
Responding
•Customer retention
•New lead•New
brand opportunity
Results28
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29http://hy.ly contact [email protected]
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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
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Content Tools
Blogs
Content Management Systems
Social Updates
• Quora• Focus• Linkedin /Facebook Answers
Q and A sites
Customer Survey
Own community
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Content Curation Tools
SummifySportifyXydoTrovePaper.liNews.meGoogle® News
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Incentives for Customers
Display SignsPeople on Yelp Love usWe have 4 star reviews on TripAdvisor
Emails to CustomersSatisfaction SurveyBadgesHandwritten “Thank you” note
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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
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Don’t Reward Wrong Behavior
TrollsChronic issues – Fix them or phone themLet community come to your defense
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Developing Customer Advocates
Create a Social Advisory BoardMake it easy for referralsThank people for referralsAmbassador kits
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Community Advocates
Senders vs SpendersParticipationEvent sponsorshipGrassroots offline eventsGuest postsInterviews
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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
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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
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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
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Developing Internal Advocates
Social Media CommitteeSocial Media Center for ExcellenceTrainingBrown Bag Lunches with outside expertsEncourage attending offline events and usergroupsEmployee Customer Service Stories
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Rules of Engagement
44Link to latest post : http://b.shashi.co/rli6XH
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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
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Metrics
Set GoalsBenchmarkAudit and report periodically
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Metrics
Number of mentionsReviewsSentimentFiltered by Category/ TagsEngagementRetention or SaleTraffic back to website
URL ShortenersLanding codes/ ids
Inbound linksBlog mentions
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Case Studies
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Network Solutions
Face of the CustomerVoice of the CustomerIntranet Social Media feedVisits to Call Center
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Listen to Your Customers & They Will Listen To You 52
Never Used A Computer – Yet His Brand Exists Online
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Pizza Tweets Can Be Made Fun
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• 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
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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
Follow On Twitter: @shashib