sncr award winning case study on reputation management 2011
TRANSCRIPT
©2011 Network Solutions, LLC
SNCR Award-Winning Case Study: "Best Practices for
Online Reputation Management"
Presented by Shashi Bellamkonda Director Social Media – Network Solutions aka Social Media Swami
02/21/15
©2011 Network Solutions, LLC
Network Solutions- Enabling Small Businesses Success
Aspiring Entrepreneur
Aspiring Entrepreneur
New BusinessNew
Business
Growing Business
Growing Business
• Local Search Visibility• SEO• Managed PPC• Press Release• Email Marketing• SMS Marketing
Identity Domain | Email
Presence Profile | Site | Store | Blog
Visibility Local | Directories | Org Search
Marketing Email | Paid Search | Press Release
Security Trust | Encryption | Assurance
Back-Office Apps (SaaS) Financials | Customer | Collaboration
• SSL Certificates• Vulnerability Scans• Assurance Seals
Aspiring Entrepreneur
Starting Small Business
Mature Small Business
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Our Objective: Win Favor from the Public
Customer Objective-Easy to do business with-Quick Resolutions-More purchases
Financial Objective-Save customer service costs-New customers at lower costs
Marketing Objective- Build new audience for Network Solutions
Branding Objective- Build brand value for Network Solutions
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4 Point Social Media Strategy
Brand / Reputation Management
Connecting with CustomersCommunity Outreach
Get new business
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Service Providers Challenge
More than one million viruses wreaking havoc on the internet for both businesses and at-home users alike (Computerworld.com)
Hosting providers faced with security threats that were proactively mitigated, but still posed a threat to the online reputation.
Hosting providers are constantly on alert, combating these threats Customers voice their discontent on social networks and open online forums
Recognize the need to bolster positive online sentiment beyond reactive crisis mitigation
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Mitigation Tactics
Take steps to proactively foster ongoing positive conversations around the Network Solutions brand
Communicating with customers using social media channels Answering customer complaints about security issues on Twitter, blogs and public forums
Move fast and respond quickly to customer complaints, by posting updates on their blog and via Twitter and Facebook
Reaching out reporters and bloggers who were covering the issues
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Key initiatives to generate favorable brand impressions
Sponsored the Small Business Success Index (SBSI)The SBSI is a survey and report that assesses the current state of the U.S. small business, positioning Network Solutions as a small business authority and ally.
Hosted the very first GrowSmartBiz conferenceThe first event of its kind in the DC area, Network Solutions hosted the GrowSmartBiz conference in September 2009 to help the small business community to learn first hand from experts in key areas of small business growth and development.
Continue Influencer and Community OutreachConference participation, grassroots eventsSocial Advisory Borad
Communit y Blogs
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The Network Solutions Listening Post
Tools
Search
Teams Game Plan
Twitter/ Facebook Customer Service
PR/Social Media response to alerts
Respond to calls for help in forums, blogs, comments
Brickbats and Bouquets
The Network Solutions social media SWAT team worked around the clock, monitoring and responding in real time, and answering user questions across major social networks
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Blogs = new audience Organic traffic Link back Guest posts Foster community Conversation Useful for crisis response
Community Building Through Content
Resource tip: http://www.contentrulesbook.com/ Ann Handley & CC Chapman
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Small Business Success Index
The SBSI is a survey and report that assesses the current state of the U.S. small business, positioning Network Solutions as a small business authority and ally
Sponsored in conjunction with the Robert H. Smith School of Business, the survey offers insight to the future of small businesses, helping them plan for their futures and assess their current needs
The Small Business Success Index (SBSI) was released in February 2010 announcing the state of U.S. small business and its performance in the following six key dimensions:
Capital Access
Marketing & InnovationWorkforce
Customer ServiceComputer TechnologyCompliance
Network Solutions and CRT/tanaka developed a targeted promotion plan to generate media mentions online
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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.
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Leveraging the Network Solutions Social Media Advisory Board
Advisory Board. Comprised influential bloggers
Advisory Board served as advisors for the company to strengthen Network Solutions image online
Helped spread the word of Network Solutions Small Business efforts
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Influencer Outreach / Brand Efforts
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• GrowSmartBiz Conference and event outreach has helped establish Network Solutions Small Business thought leadership• 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• Influencers have stopped talking about us negatively and started liking us• Conferences generate inbound links and inc revenue• 500 small business attended the GrowSmartBiz conference
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Manage Online Reputation via Offline Events
http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
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GoGranny.co
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Monitoring the competition helps too
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Results
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Great media coverage
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Network Solutions featured in books
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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
• NetSol maintains 72% positive/neutral sentiment
• Negative mentions were mitigated by proactive commenting, especially during the hacking crisis.
• Network Solutions community engagement and social activities generated organic positive mentions.
• Speaking engagements, SBSI-3 and the GrowSmartBusiness conference increased positive mentions.
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Quantitative Results: Small Business Success Index
Press release pick-ups- More than 52 sources picked up the press release within the first week of distribution
Total blog posts/mentions: 65Podcast interviews- 350 total views
Blogs- Top tier feature coverage included Allbusiness (1.8 million unique monthly visitors)
Mediabistro.com (26.8 thousand unique monthly visitors)
ITBusiness Edge (17.9 thousand unique monthly visitors)
eMarketer (13.3 thousand unique monthly visitors)Marketing Pilgrim (8.9 thousand UMV)
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Results : Network Solutions SBSI tweet chat with Anita Campbell
The GrowSmartBiz URL reached 84,060 people via 32 tweets
302 unique visits to the site on the day of the tweet chat February 23, 2010Overall Tweet Chat Results:
More than 1,676 tweets included the #sbbuzz hashtag
More than 200 participants
Top influencers participated including:Moderator: Anita Campbell, 40,000+ followers on Twitter
Richard McLaughlin, consultant from Paris, 38,000+ followers on TwitterJohn Lawson of 3rd Power, 18,000+ followers on Twitter
Mack Collier, #blogchat Founder, 16,000+ followers
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GrowSmartBiz Conference Results
More than 400 attendees took a whole day off to join the Network Solutions GrowSmartBiz conference.
Livestream- 5,025 unique visitors joined the conference via Livestream. The conference was viewed online by unique visitors from Italy, France, UK, Germany and Canada.
Twitter- @GrowSmartBiz Twitter handle following increased by over 250 followers#GrowSmartBiz hashtag mentioned 2,000 times over an eight hour period on the day of the conference
Blogs- More than 50 feature articles, including 30 pre-event posts and 27 post-event posts
Influential Blogs pick-ups included Mashable, Allbusiness.com, Direct2Dell
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Qualitative Results
Then came the GrowSmartBiz conference and by then I realized (yes, it took a while!) – Network Solutions isn’t just a domain registrar. They are a complete resource for small businesses – online and offline.
Jenn Consalvo of Techcocktail
I've just returned from the Grow Smart Biz Conference sponsored by Network Solutions, and while I did play a small role by giving a presentation on what it takes to be an entrepreneurial leader, I learned a lot from the other speakers
Rieva Lesonsky - Allbusiness.com
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2011 Activities
Engagement with customersFacebook community buildingExpansion of employee use of SMIncorporating coupons, ads, offers into blogs, tweetchats, webinars and meet-ups and speaking/sponsor opportunities
Thought Leadership/Reputation Management:Blogs/content generationSBSITweetchatsGrowSmartBiz ConferenceSpeaking/sponsorship opsMeet-up tour (4 to 5 cities)
Ease of use:Monitoring & reportingEguidesWorkshops
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• Build relationships early• Changing perception requires participation• Humanizing the business • Approaching people at a personal level to change minds• Building trust and credibility overtime with small business thought leadership
Final Thoughts
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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
DC public interest : http://washtrax.us
Interesting PR : http://prelease.blogspot.com/
Shashi Bellamkonda
Follow On Twitter: @shashib