reputation management tips from shashi bellamkonda of network solutions
Post on 03-Sep-2014
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Feel the LOVE: Managing Online
Reputation for your Business
Feel the LOVE: Managing Online
Reputation for your Business
Shashi BellamkondaSocial Media Swami
Network Solutions
Shashi BellamkondaSocial Media Swami
Network Solutions
@shashib 1
Thanks! Glad to be hereThanks! Glad to be here• Come by our nsMobile
Lounge #109 @ #BWENY
• Download our Mobile Marketing eGuide http://bit.ly/smbmobile
• Join us at NYC404, meet Gary Vaynerchuck
2
Objective: Win Favor from the
Public
Objective: Win Favor from the
PublicBridge the gap:• Who we are• Who we say we are • Who the public thinks we are
3
Changing CommunicationChanging Communication
4
Real-timeReal-time
4 Point Social Media Strategy
4 Point Social Media Strategy
• Brand / Reputation Management• Connecting with Customers• Community Outreach• Get new business
6
Following this Mantra Following this Mantra
Photo: courtesy: http://flickr.com/photos/metrojp/92038203
/
LISTENPARTICIPATE
Photo Courtesy: http://flickr.com/photos/redcarpet/50339
009/
CONTRIBUTE
Photo Courtesy: http://flickr.com/photos/presta/12983283
6/
Get Your Engagement Ninjas Ready
Get Your Engagement Ninjas Ready
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Source : http://www.flickr.com/photos/jeyhun85/4684047177/
Tactical Manifesto Tactical Manifesto
• Monitor brand• Communicate• Answer customers• Use quick response tools• Community Outreach
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Reactive or ProactiveReactive or Proactive
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Reactive RightReactive Right
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10 Trends10 Trends
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1: Thought Leadership Conversations
1: Thought Leadership Conversations
• Beyond Brand terms• Topics customers care about
Picture credit http://www.flickr.com/photos/cambodia4kidsorg/3789714840/sizes/o/
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2: Community Building through Content
2: Community Building through Content
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3: Extend your Brand 3: Extend your Brand
• Contribution from the community
• Contribute to other blogs
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4: Local Events4: Local Events
Get Involved
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5: Social Research5: Social Research
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6: Real Time Virtual Events
6: Real Time Virtual Events
TweetchatsLivestream
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7: Transparency During Crisis
7: Transparency During Crisis
Don’t leave people in the dark
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8: Advisory Board8: Advisory Board
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9: Outreach to Senders9: Outreach to Senders
People who send people to spendThank you Carol Roth author The Entrepreneur Equation
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10: Multimedia Story Telling
10: Multimedia Story Telling
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Network SolutionsStrategy
Network SolutionsStrategy
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Humanize the BrandHumanize the Brand
http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
Network Solutions Listening Post
Network Solutions Listening Post
Tools
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Blogs = new audience Organic traffic Link back Guest posts Foster community Conversation Useful for crisis response
Community Building Through Content
Community Building Through Content
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Guest Posts Help BrandGuest Posts Help Brand
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Breaking Bread with CommunityBreaking Bread with Community
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Small Business Success Index
Small Business Success Index
• Assesses the current state of the U.S. small business• Sponsored in conjunction with the Robert H. Smith School of Business• Offers insight to the future of small businesses, helping them plan for
their futures and assess their current needs• Six key dimensions:
• Capital Access• Marketing & Innovation• Workforce• Customer Service• Computer Technology• Compliance
• Network Solutions and CRT/tanaka developed a targeted promotion plan to generate media mentions online
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Real-time Media: Tweetchats
Real-time Media: Tweetchats
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Livestream: Mobile Marketing for Small
Business
Livestream: Mobile Marketing for Small
Business
http://bit.ly/smbmobile
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Maintaining Reputation Amidst Crisis
Maintaining Reputation Amidst Crisis
• Created an online forum to provide information to merchants and customers.
• Generated over 50+ blog posts, which Network Solutions team responded.
• Applauded by many for use of social media in crisis management support.
Network Solutions Social Media Advisory Board
Network Solutions Social Media Advisory Board
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Influencer Outreach / Brand Efforts
Influencer Outreach / Brand Efforts
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• Only 8% of people we engage in conferences are customers
• Customers who attend our conferences/ engage with us have a high per year ticket price
• Conferences generate inbound links• 500 small business attended the
GrowSmartBiz conference
Storytelling Using VideoStorytelling Using Video
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ResultsResults
Great Media Coverage Great Media Coverage
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Network Solutions Featured in Books
Network Solutions Featured in Books
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Awards and Peer Recognition
Awards and Peer Recognition
• 2008 & 2010: Excellence in Online Reputation Management
• Society for New Communications Research (SNCR) 2010 Excellence in New Communications Award.
• Prestigious awards program honoring corporations that are pioneering the use of social media and Internet communications technologies (ICT).
• Award is testament to Network Solutions’ high positive online sentiment from entrepreneurs and small businesses for providing resources and tools to advance their businesses in a tough economy.
• 2009 & 2011 Washingtonian 100 Tech Titan’s List for Community Leadership
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Social Media Biggest ROI: Online Reputation @ 72%
Positive/Neutral
Social Media Biggest ROI: Online Reputation @ 72%
Positive/Neutral
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58%
48%
17% 17%
23%
28% 27%
10%
32%
48%
39%
54% 54%
45%
30%
20%
34%
44%
23%
18%
Negative Comments Positive Comments Neutral Comments
Future TrendsFuture Trends
• Content Curation over Creation• Brands will seek to identify &
cultivate Community Ambassadors
• Social Validation trumps Advertising
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Takeaways Takeaways
• Consistent message across all channels• Clear expression of the Social Media
mission• Transparent about expectations• Friendly conversations (reverse your
scowls)• Move deeper discussions to “PUT” (Pick
up the phone)
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Final ThoughtsFinal Thoughts
• Build relationships early• Changing perception requires
participation• Humanizing the business • Approaching people at a personal
level to change minds• Build trust and credibility over time
43
Questions
Managing Editor:
•http://networksolutions.com/blog
•http://networksolutions.com/smallbusiness/
•http://WomenGrowBusiness.com
Personal Blogs:
•Technology & Social Media: http://www.shashi.name
•Digital Thoughts: http://readythoughts.com
•Restaurant Reviews: http://www.carryoncurry.com
Managing Editor:
•http://networksolutions.com/blog
•http://networksolutions.com/smallbusiness/
•http://WomenGrowBusiness.com
Personal Blogs:
•Technology & Social Media: http://www.shashi.name
•Digital Thoughts: http://readythoughts.com
•Restaurant Reviews: http://www.carryoncurry.com
Shashi Bellamkonda
shashib@networksolutions.com
Follow On Twitter: @shashib
@shashib 44
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