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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

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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 Presentation Transcript

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