network solutions social media presentation at social fresh
DESCRIPTION
Slides from the presentation "Basics of a Corporate Social Media program and the Network Solutions case study" at the Social Fresh Conference in Nashville. More details about the conference here http://socialfresh.comTRANSCRIPT
Basics of a Corporate Social Media program and the Network Solutions case study
Presentation Title, 07/31/2009 2
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Sell Online • E-commerce website
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Website Design Service
Marketing • Search Engine
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Optimization• Pay Per Click Advertising• Optimized Press Releases• Directory Services:
Monster Marketplace & ThinkLocal
• Enhanced Business Listings
• Link Building• Content Creation
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Websites• Website Hosting• Statistics and Website
tools• Professional Website
Design Services• Professional Logo Design
Services• Mobile Websites
Network Solutions
PR Measurement SummitJune 20092
• We service over 3 million SMB customers and manage 7.5 million domain names.
Presentation Title, 07/31/2009 3
Hi ! I am Shashi Bellamkonda (@shashib)
• Head of Social Media Strategy at Network Solutions ( Unique title Social Media Swami)
• I am the Network Solutions listening post in the Social Media
• Helped Network Solutions win
•2008 SNCR Excellence in New Communications Award for Online Reputation Management
• 2009 a Gold Quill Award of Excellence in Social Media from the International Association of Business Communicators (IABC).
• Speaker - `How to Sell Social Media to Your Boss' and 'Social Media Tools for Small Business at SXSW, IABC, Affiliate summit and others
•Featured in Washingtonian Magazine’s Top 100 tech Titans for Community and thought leadership
Presentation Title, 07/31/2009 44
How Business can use Social Networking Tools
Connect with customers
Get ideas, trends, buzz
Find peers and network
Easy distribution of content
Greater reach
New Clients
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If chips can have their own page so can you!
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Social Media - Opportunity to excel and level playing field
Photo Credit: http://flickr.com/photos/vividbreeze/480057824/
Stand out from the crowd
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Become an expert
You have to learn the tools
Spend your own time
Find other enthusiasts/partners in crime
Invest time in attending offline events
Presentation Title, 07/31/2009 8
Convincing the Skeptics
No way to measure? Is there any ROI?All these will passThey are not mainstream, nobody pays attention to themWe cannot not control the message, lack of consistency, danger of going haywireOnly promote the company or productsMultiple stake holder approval of the messageTools are expensive
Photo Credit : http://www.flickr.com/photos/jonnygoldstein/2546693421/
Presentation Title, 07/31/2009 9
Ownership
•http://flickr.com/photos/jjgardner3/3202924768/ Jimmy Gardner http://www.eastcoastblogging.com
• Everyone is responsible for social media – YOU!
• How do you share the ownership? - EVERYONE
•Who are your internal social media people? – MOBILIZE A TEAM AND COORDINATE EFFORTS
•Can they write? Express yourself well and know your writing also reflects the company
• Who should approve? – set up a process if necessary
•Can we trust them? – start slowly, build trust then unleash the fury
•Where should they engage? Wherever company is mentioned and customers are
Presentation Title, 07/31/2009 10
Network Solutions Swami’s - 3 Word Mantra
Photo: courtesy: http://flickr.com/photos/metrojp/92038203/
LISTEN
PARTICIPATE
Photo Courtesy: http://flickr.com/photos/redcarpet/50339009/
CONTRIBUTE
Photo Courtesy: http://flickr.com/photos/presta/129832836/
Presentation Title, 07/31/2009 11
Listen
BasicsGoogle Alerts, Backtype, Radian6,
Feedback across company
Tracking and analytics
Educating across the company
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Participate
Respond to conversationsAbout your brand
Customer service
Industry news
Be human
Be goofy appropriately
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Contribute
Blogs
Communities
Forums
Multi media
Guest posts
Conferences
Customer Generated Content
Presentation Title, 07/31/2009 14
Internal organization
Social mediaIn house consultancyTrain across the companyTransfer ownership to themHold internal brainstormingCreate evangelists from marketingIntegrate efforts
Presentation Title, 07/31/2009 15
Your Social Media Plan
Setup Alerts Join and setup profiles in 3 social networks15-20 minutes a day tracing the alerts and responding Choose 3 blogs on your field to read and commentConverse, don’t sellAnswer questions and become an expert in your niche on LinkedIn2 hours a week - Learn and write about the products you promoteMeasure your efforts
How many times were you mentionedHow many people read your postsInbounds linksAre your customers evangelizing
Attend one local event a month|Ask for help from the community if you need it
Presentation Title, 07/31/2009 16
Building a Positive Image Online with Social Media: The Network Solutions Experience
Presentation Title, 07/31/2009 17
4 Point Social Media Strategy
Brand / Reputation Management
Connecting with Customers
Community Outreach
Get new business
Presentation Title, 07/31/2009 18
Social Media Implementation
2008
20092010
Changed negative online perceptions to neutral sentiment
Increased positive sentiment
Positioned as Small Business Thought Leader
Utilized social media beyond customer service
Leverage social media for market expansion and leadership
Presentation Title, 07/31/2009 19
Top Three Accomplishments
Enjoying a positive sentiment online compared to the negative mentions in 2008.
Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth.
Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction.
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Phase one: Listen
Team approach to response
Monitor using Radian6 and manual searches
Classify as crisis or not (>50 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
Presentation Title, 07/31/2009 21
Shift from High Negative to High Positive
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Phase 2: Content Contributions
BlogsSolutionsArePower
Women Grow Business
Grow Smart Business
Unintentional Entrepreneur
Participation in industry events such as Twitterville
Small Business Success Index
GrowSmartBiz Webinars and Conference
Crisis Management Support
Rebrand
Presentation Title, 07/31/2009 23
Phase 2: Blogs
SolutionsArePower – over 130K visits since launched in 2008Women Grow Business – over 28K visits since launched in Jan. 2009Grow Smart Business – over 86K visits since launched in March 2009Unintentional Entrepreneur - over 26K visits since launched in June 2009
Presentation Title, 07/31/2009 24
Phase 2: Participation in Premier Social Media Events
Hosted a premier silicon valley event/Shel Israel’s book launch party.
Created 300 customized t-shirts for Twitterville attendees generating a lot of buzz for NetSol.
http://mobypicture.com/?u2w1kx
Presentation Title, 07/31/2009 25
Phase 2: Small Business Success Index
Launched Grow Smart Business site
Generated over 290K minutes of viewership
20+ blog posts to date since release of both SBSI waves
Over 3,500 views of the survey
Presentation Title, 07/31/2009 26
Phase 2: GrowSmartBiz Events
Webinars (2)Over 400+ attendees20+ blog posts 250+ tweets via #growbiz and #growsmartbiz
ConferenceOver 400+ attendeesIncreased @GrowSmartBiz Twitter followers by 200 and counting75+ blog posts1,500+ Tweets2K+ Tweets with #growsmartbiz5K participants on livestream
Presentation Title, 07/31/2009 27
Phase 2: Crisis Management Support
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.
Presentation Title, 07/31/2009 28
Phase 2: Rebrand
Created a social media advisory boardUsed Twitter and blogs to market new rebrand
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Phase 2: Training other advocates
Social Media
Blogging
Bookmarking
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Earned media
INC
Washington Post
Washington Biz Journal
NY1
WUSA9
Presentation Title, 07/31/2009 31
What Does 2010 Hold?
Drive more unique visitors to the storefront
Blogger outreach geared towards highlighting Network Solutions product offerings and customer testimonials
Increase user generated content on “How did I benefit from Network solutions”
Strengthen Network Solutions’ brand identity as Thought Leader in Innovative Online Solutions
Online engagement
Training sessions
Events
Presentation Title, 07/31/2009 32
Consumers are more savvy
Presentation Title, 07/31/2009 33
Final Thoughts
Listen firstConversation, not publishing or broadcastingBe a useful conversationalistBuild relationships - one at a timeTake a Leap of Faith and Jump In!
http://www.flickr.com/photos/fwp-dawson/2821182851/
Photo Courtesy Fred Dawson on Flickr freds-take-on-the-world.blogspot.com/
Presentation Title, 07/31/2009 34
Thank you
Shashi Bellamkonda [email protected]
Twitter: @shashibSmall Business Success Index : http://www.GrowSmartBusiness.com
Network Solutions Blog : http://blog.networksolutions.com
Women Entrepreneurs : http://www.WomenGrowBusiness.com
Personal Blogs:Technology & Social Media: http://www.shashi.nameDigital Thoughts: http://readythoughts.blogspot.comRestaurant Reviews: http://www.carryoncurry.com