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reference: made based on the book:Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally

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  1. 1. BE LIKABLE By Anna Poludenko
  2. 2. Respond quickly to all the negative comments  Accept and embrace that you can’t control the negative comments  WHAT’S NEXT?
  3. 3. OPTIONS:  Ignore  Delete  Write letters to users demanding to delete the comments  Deal with them
  4. 4. The Do-Not-Delete Rule(DND)  Unless it is profane, bigot, contains personal information –NEVER delete.  Otherwise deleting shouts –  “SCREW YOU”
  5. 5. No responding is a response  …”By ignoring the problem it will go away”  This way you are sending a message that the customer’s opinion doesn’tmatter
  6. 6. Solution  Quick and public response, then take the issue private  (what should be the response in Jhon’s case?)  By taking the individual matter private you avoid a public back and forth
  7. 7. Prioritize  Prioritize your response based on the customer’s online influence 
  8. 8. Respond to good comments  Happy customer – word of the mouth endorsements and a conversation from satisfied customer – the most powerful marketing tool!!!
  10. 10. Develop your social personality - the voice wording you use to respond, helps to shape your personality.  - Thank’s a lot, Johnny. You rule!  Thank you for taking your time to share.  Thanks for liking us. We like you too   Thanks for your feedback, Jhonny. We are listening.  Thanks for you comment, and keep spreading the good word.
  11. 11. Tips      The response depend on the audience. People are more likely to buy your products if they feel they know you, trust you, and like you. You can transform About Us page of your web-site into actual conversation. Do you know anyone whom I could talk to? Please share.
  12. 12. It’s conversation – Keep talking  With social networks the conversation continues forever.  Activate your brand ambassador customers who love you no matter what.  (VistaPrint on FB)
  13. 13. Be Authentic  Be Human  Tell who you are  Being inauthentic backfires  Unregulating talks VS Regulating - The more you regulate the less authentic you get. Admit mistakes – fix - people will forgive.
  14. 14. Be Authentic  Behind the curtain: let people know you. ((Example B1Example – gov. agency – show positive action and prevent violence. )) - Vin Diesel (FB) - Ashton Kutcher (Twitter) - Nick Swisher (athlet/Twitter)
  15. 15. Workshop  Write 5 things that you could say that would seem inauthenticmarketingspeaking to a customer.  Write 5 examples of how you could say the same in a more authentic way on FB.
  16. 16. WOMMA  World of Mouth Marketing Association ethic code.  Honesty of Relationship  Honesty of Opinion  Honesty of Identity (Example: ObamaThe mayor of Newark Cory Booker)
  17. 17.  How would you respond – on social network:  This book has provided valuable insight to you so far.  Has this book provide a valuable insight to you so far?
  18. 18. Ask questions  What would you like to see more of in this community?  Who are you inspired by most?  Where is the most interesting place you’v used our product?  When did you first use our service?  Why do you like this page?
  19. 19. Questions= build emotional connection  Help you guide the conversation without being forceful  Allowing you to become consumercentric marketers rather than brandcentered marketers  Demonstrate that you value openness  Showing that you care about what you customers have to say
  20. 20. Crowdsourcing  Find great solutions from the people who know you the best  You tap into the wisdom of the crowd  You get vested interest in the outcomes from a potentially huge group of people who are all waiting to become your customers
  21. 21. Examples  Vitamin Water  Stide Rite (children shoes)
  22. 22. Assignment  Write down a list of the topics of conversation you customersreaders like to talk about.  Write a list of questions, they’d be interested to answer.  Examples of project suitable for crowdsourcing.