Maintaing a brand online through engagement and dialogue  - Jonny Everett, The Chat Shop
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Maintaing a brand online through engagement and dialogue - Jonny Everett, The Chat Shop

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How can you maintain a brand online? With all the channels available, how can we strike the right balance between keeping a brand intact and developing meaningful dialogue with consumers. ...

How can you maintain a brand online? With all the channels available, how can we strike the right balance between keeping a brand intact and developing meaningful dialogue with consumers.

This slide show takes a look at how key principles taken from Dale Carnegie's book, How to Win Friends and Influence People can still be applied in the online world to create a great brand online.

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Maintaing a brand online through engagement and dialogue  - Jonny Everett, The Chat Shop Maintaing a brand online through engagement and dialogue - Jonny Everett, The Chat Shop Presentation Transcript

  • The Chat ShopReal people. Real conversations.Maintaining a brand online throughengagement and dialogueCIPR – The Wild Wild WebJonny Everett
  • The meaning of engagementand dialogueEngaging (adj) = interestingGlance à Skim read à In depth à Sharing à DialogueDialogue = conversation with 2 or more peopleTo be truly engaging and create dialogue that matters we must make brands remarkable
  • “Remarkability: The same bias toward art exists in the waywe choose which ideas we’ll share with our friends andcolleagues. No one talks about the boring, the predictable,or the safe. We don’t risk interactions to spread the wordabout something obvious or trite.” - Seth Godin, The Icarus Deception
  • SIX WAYS TO MAKE PEOPLE LIKE YOUPRINCIPLE 1Become genuinely interested in other people.PRINCIPLE 2Smile.PRINCIPLE 3Remember that a person’s name is to that person the sweetest and mostimportant sound in any language.PRINCIPLE 4Be a good listener. Encourage others to talk about themselves.PRINCIPLE 5Talk in terms of the other person’s interests.PRINCIPLE 6Make the other person feel important – and do it sincerely.
  • SIX WAYS TO MAKE PEOPLE LIKE YOUPRINCIPLE 1Become genuinely interested in other people.PRINCIPLE 2Smile.PRINCIPLE 3Remember that a person’s name is to that person the sweetest and mostimportant sound in any language.PRINCIPLE 4Be a good listener. Encourage others to talk about themselves.PRINCIPLE 5Talk in terms of the other person’s interests.PRINCIPLE 6Make the other person feel important – and do it sincerely.
  • Encourage others to talkabout themselves
  • You no longer control the information your consumers access about your brandYou cannot shape their opinion from marketing aloneIt is a total experience, influenced by others talking about your brandCustomers will be engaged in dialogue about your brandIt may be negative! How can brands deal with this?You’ve lost control
  • The Chat ShopReal people. Real conversations.See Principle 2: Smile
  • How did they react?
  • Customer (@grahamcummings7): "@O2 F**K You! Suck d**k in hell"
  • O2 response: " Maybe later, got tweets to send"
  • Why’s it important to encourage others to talk about themselves?Business forecast to spend $214.3 BN on advertising in 2011But…Only 4% of Americans trust advertising the most as a source for product of service information1More than 60% of consumers are influenced by other consumers’ comments aboutcompanies21. Zendesk2. ClickFox
  • 93% see real-time help being beneficial during their online customer journey*73% of customers are satisfied with Live Chat, compared with email and telephone (both 61%)*If you encourage your customers to talk about themselves, they’ll help you maintain your brand online – for free!And customers like tools that allowthem to talk about themselves!*LivePerson
  • SIX WAYS TO MAKE PEOPLE LIKE YOUPRINCIPLE 1Become genuinely interested in other people.PRINCIPLE 2Smile.PRINCIPLE 3Remember that a person’s name is to that person the sweetest and mostimportant sound in any language.PRINCIPLE 4Be a good listener. Encourage others to talk about themselves.PRINCIPLE 5Talk in terms of the other person’s interests.PRINCIPLE 6Make the other person feel important – and do it sincerely.
  • What are customers’ interests?
  • Zendesk
  • Zendesk
  • Zendesk
  • Make your customers feellike superheroes
  • How do you maintain a brand online?So in summary
  • Encourage others to talk about themselves andmake it easy to do so(smile when they’re nasty)
  • Talk in terms of the other person’s interestsCustomers are interested in an incrediblecustomer experience
  • Maximise key brand experiences to creategreat customer dialogue
  • The Chat ShopReal people. Real conversations.Thank You(You lovely people you!)@JonnyChatswww.thechatshop.co.uk