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Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
Class 2 ppt part 2
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Class 2 ppt part 2

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  • 1. It’s  about  EMOTION  Important  –  frequent  flyer  about  the  gold  tag  over  the  miles/rewards    Helpful  –  Mac  users   31
  • 2. Belong  to  community,  part  of  a  team  or  brand  Harley  Davidson  Nikon     32
  • 3. Instead  of  recommending,  people  will  think  twice  about  how  people  will  perceive  it  (that  they  got  paid  to  recommend)  NegaIve  WOM  –  product  is  bad  enough  they  have  to  PAY  people  to  recommend  it  Loyal  talker  –  feels  insulted  Mutual  benefit  –  sugarsync    Krispy  Kreme  –  no  one  tells  their  friends  about  something  they  can  buy  at  a  gas  staIon    Krispy  Kreme  –  hot,  gooey  donuts  (“HOT  NOW”  sign)  then  they  tried  to  make  them    as  common  as  Dunkin  Donuts.  Cold  and  on  every  store  shelf.  “No  one  tells  their  friends  about  food  you  can  buy  in  a  gas  staIon.”   33
  • 4. 34
  • 5. Regular  people  New  customers  –  excited  Rabid  fans  Bloggers  who  cover  your  topic  NOT  –  trendseWers,  celebriIes,  journalists  (bellhops,  cabbies  and  office  computer  gurus  do  far  more  talking  day  aZer  day)   35
  • 6. No  one  will  say  “low-­‐cost,  high-­‐personality  service  model  with  an  efficient  structure  and  dedicaIon  to  customers  that  results  in  quality  service“  But  they  will  say,  “Hey,  JetBlue  has  TV!”    Commerce  Bank  –  change-­‐counIng  machine  JetBlue  –  onboard  TVs  (no  they’re  nothing  special)     36
  • 7. Tools  comes  3rd  –  not  first   37
  • 8. 38
  • 9. 39
  • 10. 40
  • 11. Will  be  caught  if  they  try  (too  easy  to  tell)  –  when  they  do,  BAD  situaIon  (aWacks)  all  posiIve  WOM  lost  and  replaced  Fake  idenIIes,  fake  reviews,  disguises  WOM  doesn’t  work  without  trust  Yelp  –  sniffs  out  fake  reviews  Chik-­‐fil-­‐a  –  rumor  that  they  created  a  fake  customer  account  to  respond  to  the  backlash  about  their  stance  on  gay  marriage   41
  • 12. IdenIfy  who  you  are  and  what  you  stand  for  Sony  –  busted  for  sending  out  actors  to  pose  as  tourists  showing  off  their  new  cameras  (people  got  angry)  Instead,  create  a  Sony  VIP  Tester  program  –  true  camera  junkies,  send  them  a  loaner  camera  and  swag  (genuine  passion,  credibility,  proud  and  happy  to  disclose  affiliaIon)   42
  • 13. 43
  • 14. 44
  • 15. 45
  • 16. Salesperson  standing  next  to  every  product  in  every  store  (or  checkout  lane)  is  like  having  reviews  placed  next  to  “add  to  cart”  or  “checkout”  buWons  on  website    Example  –  cable  company  (search  results  are  company  website,  ads,  news  arIcles,  blogs,  online  reviews  Thousands  of  websites  for  every  one  tradiIonal  newspaper  or  magazine)  More  independent,  individual  voices  than  professional  journalists  Travel  faster  because  there  are  more,  easier  and  quick  to  access  and  FREE   46
  • 17. Jeff  Swartz,  who  is  the  President  and  CEO  of  the  Timberland  Company,  is  a  great  example  of  this.  Swartz  uses  his  TwiWer  account  to  show  his  personality  by  tweeIng  about  his  life  and  the  social  issues  he  is  passionate  about,  rather  than  the  shoes  his  company  makes.  He  also  links  from  his  TwiWer  bio  to  Timberland’s  Earthkeeper  project  that  supports  environmental  awareness,  rather  than  to  the  company  homepage,  in  an  effort  to  make  a  connecIon  with  people  around  something  that  goes  beyond  just  the  products  Timberland  sells.    John  Nack,  the  Principal  Product  Manager  for  Photoshop  at  Adobe,  offers  another  great  example.  Adobe  is  a  company  that  smartly  encourages  and  provides  the  means  for  their  employees  to  blog,  and  anyone  who  reads  Nack’s  blog  will  noIce  that  Adobe  doesn’t  put  many  restricIons  on  what  people  write  about.  Nack’s  blog  is  focused  almost  exclusively  on  his  area  of  interest  —  graphic  design  and  photo  manipulaIon  —  but  he  doesn’t  post  solely  about  Adobe  products.  Many  of  the  interesIng  art  projects  and  arIcles  he  links  to  have  nothing  to  do  with  Adobe  and  some  may  even  have  been  created  using  soZware  from  compeIng  companies.  Forget  the  unified  company  image,  give  staff  the  freedom  to  be  themselves,  and  trust  that  the  relaIonships  that  they  build  will  help  the  company  in  the  long  run.         47
  • 18. Not  what  your  ads  say,  or  your  brand  statement,  or  what  you  wish  your  company  to  be  –  what  you  actually  deliver  Key  quesIon  –  what  will  people  say  aZer  using  you?  Consider  how  you  allocate  money  –  ads  vs.  customer  service  Match  and  they’ll  keep  coming  back       48
  • 19. 49
  • 20. Examples  –  negaIve  reviews  (soluIon  to  polluIon  –  diluIon)  Replace  the  upset  customer,  broken  product,  negaIve  review  on  msg  board,  service  rep  having  a  bad  day  with  the  wonderful  product,  staffer  who  went  the  extra  mile,  the  problem  solved,  the  complaint  answered  Examples  –  pracIcally  speaking  (moment  of  saIsfacIon  –  direcIon,  nudge),  most  of  the  Ime  they  just  want  to  be  heard  Good,  bad,  but  not  the  ugly  Usual  objecIon  to  social  media  –  but  you’d  prefer  to  have  them  say  it  on  your  home  base,  prefer  to  be  in  a  posiIon  to  find  and  fix  it  Case  study  from  last  class  –  Yelp  review  for  hotel  chain   50
  • 21. Care  Center  –  emergency  vet  in  Blue  Ash,  high-­‐stress  environment  (polarizing),  negaIve  ones  that  go  public,  plan  to  drown  them  out    Reac%ve:  Google  alerts  NoIfy  Sarah  Tiltman  immediately  Sarah  works  with  Jessica  Brotherton  to  understand  the  client’s  situaIon  Sarah  consults  with  Doug  Hoffman  to  develop  a  brief  response  (whether  posiIve  or  negaIve)  Sarah  emails  MaWhew  Dooley  with  the  response  MaWhew  posts  the  response  online  (with  an  applicable  edits),  documents  the  post/response  and  URL  in  Excel,  then  marks  the  calendar  for  follow-­‐up    Proac%ve  keys:  To  develop  the  habit  from  Care  Center  staff  To  encourage  the  client  at  the  moment  of  their  saIsfacIon  (e.g.  picking  up  their  pet)  To  make  it  as  easy  as  possible  for  the  client  to  post  the  review  (e.g.  clear  instrucIons)   51
  • 22. EffecIve  tacIc  -­‐  don’t  take  yourself  too  seriously   52
  • 23. BeWer  markeIng  because  it’s  more  honest   53
  • 24. Reviews  –  go  up  instantly  and  they  never  go  away  Hotels  and  airlines  Yours  is  a  Very  Bad  Hotel  –  DoubleTree  (millions  of  people  have  seen  this  PP  pres)     54
  • 25. Click  the  image  for  a  link  to  the  video   55
  • 26. 1  –  ad  pops  up  next  to  compeItor  ads  along  with  regular  search  results  that  show  negaIve  reviews/blogs  that  DIRECT  people  to  click  on  the  compeItor  stuff  2  –  negaIve  reviews  and  spirals  out  of  control  because  no  prep  toward  WOM  3  –  1%  click-­‐throughs  +  10%  closed  =  1,000  new  customers.  BUT  10,000  people  don’t  remember  opIng  in  (decided  to  never  buy  and  they  tell  five  friends,  some  of  whom  were  current  customers  who  then  tell  their  friends)  =  lost  prospects  FOREVER  Another  example  –  outsourced  customer  service  (DELL)  –  first  call  resoluIon  is  MOST  important  (otherwise  a  markeIng  disaster)    ReputaIon  has  real  value   56
  • 27. 1  –  lowers  average  cost  of  new  business  2  –  promoIon  doesn’t  cost  a  thing  3  –  WOM  supports  your  ads  messages  4  –  WOM  helps  them  close  more  leads  5  –  free  prospects  from  referrals  6  –  less  calls  from  public  Q&A/problems  solved  7  –  beWer  rep  from  permanenet,  public  recos     57
  • 28. 58
  • 29. 59

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