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Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
Managing Your Reputation in a Social World  American Marketing Association - New Jersey Chapter
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Managing Your Reputation in a Social World American Marketing Association - New Jersey Chapter

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    • 1. Managing Your Reputation in a Social World American Marketing Association - New Jersey Chapter Christine B. Whittemore May 10, 2011 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 2. We live in a Digital World <ul><li>70 to 90% of people start the purchase process at a search window </li></ul><ul><li>97% of local consumers use online media to research businesses in their community** </li></ul>**BIA/Kelsey research Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 3. That is also Social. http:// www.youtube.com/watch?v =lFZ0z5Fm-Ng Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 4. Search and Social
    • 5. Two Choices? <ul><li>Ignore it all </li></ul><ul><ul><li>Conversations will still take place </li></ul></ul><ul><ul><li>Customers hate being ignored </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Willingly, enthusiastically, in real-time </li></ul></ul><ul><ul><li>Build community before you need it </li></ul></ul><ul><ul><li>Reap many benefits ! </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 6. Be Warned! <ul><li>No matter your business </li></ul><ul><ul><li>You must manage your reputation </li></ul></ul><ul><ul><li>Especially in a social world </li></ul></ul><ul><ul><ul><li>Your personal brand </li></ul></ul></ul><ul><ul><ul><li>Your business </li></ul></ul></ul><ul><ul><ul><li>Even if you intend to delegate your social reputation to other resources </li></ul></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
    • 7. The Plan <ul><li>The social world in business context </li></ul><ul><ul><li>Changing customer dynamics </li></ul></ul><ul><li>The Age of Conversation </li></ul><ul><ul><li>What is social media & what does it enable? </li></ul></ul><ul><li>Managing your reputation </li></ul><ul><ul><li>What do you do about feedback? </li></ul></ul><ul><ul><li>Customer feedback takeaways </li></ul></ul>Image credit: BBC NI Will & Testament Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 8. Why Businesses Should Engage Socially . Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 8/75
    • 9.  
    • 10. Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 11. For Businesses… Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 12. Blogging Creates… Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 13. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 14. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 15. <ul><li>Social Engagement </li></ul>= Digital Visibility Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 16. Customer Dynamics Are changing. Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 16/75
    • 17. Conflict in the Marketplace! <ul><li>Most [retail] marketplace environments: </li></ul><ul><ul><li>Customers are women </li></ul></ul><ul><ul><li>It’s a man’s world </li></ul></ul>
    • 18. People vs. Organizations Transactions Vs. Relationships Traditional Vs. Social Corporate brands Vs. Communities Hierarchy Vs. Connections Inauthentic, faceless, behind a corporate wall Vs. Real, Human, Individuals
    • 19. Where People… <ul><li>Tougher to satisfy </li></ul><ul><ul><li>The ‘era of frugality’  simplify </li></ul></ul><ul><li>Don’t trust marketers </li></ul><ul><ul><li>Who don’t listen </li></ul></ul><ul><ul><li>Always sell </li></ul></ul><ul><ul><li>Waste time </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 20. The Break Up http:// www.youtube.com/watch?v =RZDXfB0Rd4Q Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 21. Buying Doesn’t Happen In a Void <ul><li>Part of a bigger picture </li></ul><ul><ul><li>Where relationships matter </li></ul></ul><ul><ul><ul><li>Share context, affinity and build trust </li></ul></ul></ul><ul><ul><ul><li>Expect continuity of good treatment </li></ul></ul></ul><ul><li>Purchase decisions are big deals </li></ul><ul><ul><li>Search for solutions </li></ul></ul><ul><ul><li>High expectations </li></ul></ul>Image http://contentmarketingtoday.com/2010/08/12/content-marketing-converts-even-the-toughest-business-buyers/
    • 22. Customers Go Online <ul><li>To educate themselves </li></ul><ul><ul><li>Reviews, networks, community… </li></ul></ul><ul><li>Can you be found? </li></ul><ul><ul><li>With consistent profiles, keywords & content? </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 23. Digital Visibility is Critical! <ul><li>The paradox of existence </li></ul><ul><ul><li>If you have a physical presence, but can’t be found online, do you exist ? </li></ul></ul><ul><ul><li>If you can be found, will you interact , offer value, be transparent and authentic with potential customers? </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 24. <ul><li>People Expect Businesses </li></ul>To Be Found Online Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 25. The Age of Conversation Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 25/75
    • 26. What is Social Media? Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 John Jantsch/Duct Tape Marketing
    • 27. Digital Social Tools and Platforms Easy to use Mostly free Means to an end Facilitate conversation, build trust with people Using… Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 28. Conversations <ul><li>Interaction: it’s 2 way </li></ul><ul><li>“ Markets are conversations ” </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 29. Counteract <ul><li>Traditional business attitudes </li></ul><ul><ul><li>Hiding behind corporate walls, </li></ul></ul><ul><ul><li>Keeping distance from customers </li></ul></ul><ul><li>Businesses become organizations made up of individuals </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 30. Extremes… <ul><li>Zappos </li></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>Who’s on Twitter? </li></ul></ul><ul><li>Citibank </li></ul><ul><ul><li>Impersonal messages </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 31. Listen First Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 32. Social Raises Expectations <ul><li>About the quality of service </li></ul><ul><ul><li>Social customer service paradox </li></ul></ul><ul><li>Generates strong emotions </li></ul><ul><ul><li>Depending on responsiveness </li></ul></ul><ul><ul><ul><li>Expectations for responsiveness vary </li></ul></ul></ul><ul><ul><ul><li>Acknowledgement/follow-up a Must ! </li></ul></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 33. Rich Relationships, Collaboration... Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 34. Fiskateer Brand Ambassadors Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 35. Social Tools Offer: <ul><li>Unprecedented opportunities for interaction with readers, visitors, potential customers, existing customers… </li></ul><ul><ul><li>Trust & long lasting relationships </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><ul><li>Relevance and value </li></ul></ul></ul><ul><ul><li>More engagement, more business </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
    • 36. What about… Negative Feedback? Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 37/75
    • 37. My First Negative Comment... <ul><li>“ Sorry Pumpkin ” </li></ul>Image courtesy of Rotten Pumpkins Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 38. Boeing <ul><li>One is many </li></ul><ul><li>Engage immediately </li></ul><ul><li>Be honest & take responsibility </li></ul><ul><li>Lose the corporate-speak </li></ul><ul><li>Put a face on it </li></ul><ul><li>Let the fans talk </li></ul><ul><li>Learn from it </li></ul>Reference: AdAge “ The Right Way to Make Your Social Media Mea Culpa ” 5/10/10 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 39. Nestlé & Facebook <ul><li>How not to moderate </li></ul><ul><li>“ It’s our page, we set the rules ” </li></ul>Image courtesy of ThoughtPick Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 40. United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo <ul><li>United told Dave Carroll “ it’s not our problem” </li></ul><ul><ul><li>Dave told the story in a way he was comfortable with as a songwriter. </li></ul></ul><ul><li>“ No customer is statistically insignificant any more.” </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 41. What Went Wrong? <ul><li>Customer-facing representatives lack authority to break procedure? </li></ul><ul><ul><li>The company really wasn’t listening? </li></ul></ul><ul><ul><li>The company thought it would go away? </li></ul></ul><ul><li>Conflict between traditional and social? </li></ul><ul><li>Stuck on statistics? </li></ul><ul><li>Don’t realize customers have options? </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 42. The Lessons <ul><li>Listen intensely </li></ul><ul><li>Keep emotion out of it </li></ul><ul><li>What if this were you? </li></ul><ul><li>Imagine being face-to-face </li></ul><ul><ul><li>“ One single voice counts: do not neglect anyone commenting about you .” </li></ul></ul><ul><li>Can you learn from the experience? </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 43. <ul><li>Negative Feedback Happens. </li></ul>Learn From It . Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 44. Guidelines matter Offline, Online Internally, Externally Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 45/75
    • 45. Start With Offline Experiences <ul><li>Bloomingdale’s Plaza II Shoes </li></ul><ul><ul><li>Guidance, purchase history, reasonable? </li></ul></ul><ul><ul><li>How to limit exposure? </li></ul></ul><ul><li>Reputation matters. Your word. Consistency. </li></ul><ul><li>Build reputation through words, behavior, response, showing up… </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 46. Offline Guidelines <ul><li>Corporate policies </li></ul><ul><li>Code of conduct </li></ul><ul><ul><li>How to answer the phone </li></ul></ul><ul><ul><li>How to dress </li></ul></ul><ul><li>Boundaries </li></ul><ul><ul><li>Anti-trust rules </li></ul></ul><ul><li>Remember: it’s about people ! </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 47. Same Applies Online <ul><li>Blog policy </li></ul><ul><li>Group discussion guidelines for LinkedIn </li></ul><ul><li>Facebook ‘house rules’ </li></ul><ul><li>Internal social media guidelines </li></ul><ul><ul><li>Coordinate roles </li></ul></ul><ul><ul><li>Set parameters for responding </li></ul></ul><ul><li>Social code of conduct </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 48. Guidelines Set Expectations <ul><li>Internally </li></ul><ul><ul><li>How to behave so customers know what to expect </li></ul></ul><ul><ul><ul><li>Timing & tone of response, what can/cannot address </li></ul></ul></ul><ul><ul><ul><li>Being human! </li></ul></ul></ul><ul><ul><li>Formalize responsibilities [e.g., listening, moderating] </li></ul></ul><ul><ul><li>Content guidance </li></ul></ul><ul><ul><li>Protect company reputation </li></ul></ul><ul><ul><ul><li>Privacy, Employees, Legal Watchouts </li></ul></ul></ul><ul><li>Be consistent across all customer facing channels </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 49. Classic Example ! Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 50. External Guidelines: Intel
    • 51. HIMSS: LinkedIn Groups <ul><li>Actively manage group </li></ul><ul><ul><li>Robust community of ~ 40K members </li></ul></ul><ul><li>Guidelines critical </li></ul><ul><ul><li>Consistent behavior </li></ul></ul><ul><ul><li>No self-promotion </li></ul></ul><ul><ul><li>No job listings </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 52. The Benefits of Guidelines <ul><li>Set expectations </li></ul><ul><ul><li>Internal policy </li></ul></ul><ul><ul><ul><li>Get team on board, be consistent, authentic, respectful </li></ul></ul></ul><ul><ul><li>External </li></ul></ul><ul><ul><ul><li>Code of behavior for social networks </li></ul></ul></ul><ul><ul><ul><ul><li>Transparency, consistency, credibility </li></ul></ul></ul></ul><ul><ul><ul><li>Let visitors know what to expect from you! </li></ul></ul></ul><ul><ul><ul><ul><li>And what’s acceptable from them… </li></ul></ul></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 53. CoPilot Live Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 54. CoPilot Has Learned! <ul><li>From passive to actively engaged </li></ul><ul><ul><li>Social media guidelines </li></ul></ul><ul><ul><li>Internal & External </li></ul></ul><ul><li>Customer interactions </li></ul><ul><ul><li>“ False advertising ” </li></ul></ul><ul><ul><li>Dealing with Facebook </li></ul></ul><ul><ul><ul><li>Fans come to defense </li></ul></ul></ul><ul><ul><ul><li>Passionate personalities </li></ul></ul></ul><ul><ul><li>Offline feedback </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 55. Social Conversation Online <ul><li>It’s happening & you can’t control it </li></ul><ul><ul><li>Participate </li></ul></ul><ul><ul><li>Be there before an issue happens </li></ul></ul><ul><li>Tougher on big companies than on small ones </li></ul><ul><ul><li>Matter of attitude? </li></ul></ul><ul><ul><li>Nimbleness? </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 56. Social Service Paradoxes <ul><li>We participate in social media, but only with marketing messages. </li></ul><ul><ul><li>It’s two-way conversation. Think “the break up” </li></ul></ul><ul><li>Better trained, higher level decision-makers monitor social channels. Respond faster than traditional customer listening roles. </li></ul><ul><ul><li>Be ready to upgrade traditional customer service roles. </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 57. Viking <ul><li>From traditional channels to Facebook for customer service </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Facebook again </li></ul></ul>Experience courtesy of Janet Sullivan. Image courtesy of Best Viking Repair Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 58. The Lessons <ul><li>Involve internal constituents </li></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Customer facing functions </li></ul></ul><ul><li>Know what’s on/off limits </li></ul><ul><li>Refer to existing social guidelines </li></ul><ul><ul><li>E.g., IBM </li></ul></ul><ul><li>Adapt as you go & grow socially </li></ul><ul><ul><li>Learn from customers </li></ul></ul><ul><ul><li>Be human! </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 59. Wisdom in Managing Your Reputation in a Social World Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 60/75
    • 60. Monitor Your Social Profiles <ul><li>Listen, respond to, engage with </li></ul><ul><ul><li>Facebook fans </li></ul></ul><ul><ul><li>Twitter followers </li></ul></ul><ul><ul><li>LinkedIn group members </li></ul></ul><ul><ul><li>Blog subscribers, comments </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 61. Monitor Conversations Online <ul><li>Google Alerts </li></ul><ul><li>Social Mention </li></ul><ul><li>Ice Rocket </li></ul><ul><li>Blog Pulse </li></ul><ul><li>Twitter search </li></ul><ul><li>Tweetbeep </li></ul><ul><li>Monitter </li></ul><ul><li>Addictomatic </li></ul><ul><li>BoardTracker </li></ul><ul><li>Paid tools </li></ul>
    • 62. Kodak: Chief Listening Officer http://www.marketingexperiments.com/blog/internet-marketing-strategy/social-media-monitoring.html
    • 63. Know When & How To Respond <ul><li>Follow your posted guidelines </li></ul><ul><ul><li>Be consistent </li></ul></ul><ul><li>What are you listening for? </li></ul><ul><ul><li>Subject matter expert vs. intern </li></ul></ul><ul><li>Negative isn’t always bad </li></ul><ul><ul><li>How would you respond if the person were in front of you? </li></ul></ul><ul><li>Be prepared </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 64. Consider Scenario Planning <ul><li>Anticipate the worst. </li></ul><ul><li>How would you manage a crisis? </li></ul><ul><li>http://overtonecomm.blogspot.com/2008/08/3-rs-of-crisis-management.html </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 65. Beware Snark Attacks! http://everydotconnects.com/2010/10/14/blogworld-slides/
    • 66. http://www.scribd.com/doc/26684375/Social-Media-Response-Flow-Chart
    • 67. http://blog.journalistics.com/2010/dealing-with-haters-potty-mouths-newsroom-facebook/
    • 68. Reality Check Image: PSFK.com Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 <ul><li>Positive + negative = more credible than all positive </li></ul><ul><li>Builds Trust ! </li></ul>
    • 69. Reasons Not to Fear Bad Reviews http://www.bazaarvoice.com/blog/2010/07/27/6-reasons-to-not-fear-negative-reviews/ Most reviews are positive Feedback builds authenticity “ Bad” isn’t always bad Reviews drive sales Reviews let you know how to improve You cannot hide!
    • 70. Building Trust <ul><li>When building trust in social media, people look at the following to  evaluate just how trustworthy a site or account is : </li></ul><ul><ul><li>64% trust social media more if the dialogue is open to both positive and negative comments </li></ul></ul><ul><ul><li>60% trust social media more if the author or sponsor is responsive </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 71. Your Organization Must… <ul><li>Be proactive </li></ul><ul><li>Improve customer service </li></ul><ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Respond </li></ul><ul><li>Move faster </li></ul><ul><li>Every employee is a marketer </li></ul>http://blogs.forrester.com/augie_ray/10-05-11-seven_things_your_organization_must_do_because_social_media Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 72. Takeaways <ul><li>Social engagement offers </li></ul><ul><ul><li>Digital visibility for businesses </li></ul></ul><ul><li>Changing customer dynamics means </li></ul><ul><ul><li>Build trust online </li></ul></ul><ul><li>Age of Conversation creates </li></ul><ul><ul><li>Opportunities to interact, connect, engage, & build your business </li></ul></ul><ul><li>Negative feedback happens! </li></ul><ul><ul><li>See How Do I? Deal With Negative Comments </li></ul></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 73. Takeaways [con’t] <ul><li>Be wise! </li></ul><ul><ul><li>Have policies & guidelines in place </li></ul></ul><ul><ul><ul><li>See How Do I? Start With Social Media Guidelines </li></ul></ul></ul><ul><li>Actively manage monitor, respond to feedback </li></ul><ul><ul><li>Say Thank You ! </li></ul></ul><ul><ul><li>Be humble, respectful, consistent </li></ul></ul><ul><li>Embrace this amazing source of customer interaction! </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 74.  
    • 75. To Learn More… <ul><li>Christine B. Whittemore - Chief Simplifier </li></ul><ul><li>Simple Marketing Now LLC </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Tel: 973-283-2424 </li></ul></ul><ul><ul><li>@cbwhittemore </li></ul></ul><ul><ul><li>http://SimpleMarketingNow.com </li></ul></ul><ul><li>Flooring The Consumer weblog </li></ul><ul><ul><li>http://flooringtheconsumer.com </li></ul></ul><ul><li>Simple Marketing Blog http://www.SimpleMarketingBlog.com </li></ul>Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
    • 76. <ul><li>Thank you! </li></ul>Image credit: Cindy Wilson

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