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

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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

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Changing CommunicationChanging Communication

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Real-timeReal-time

4 Point Social Media Strategy

4 Point Social Media Strategy

• Brand / Reputation Management• Connecting with Customers• Community Outreach• Get new business

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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

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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

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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