Responding To Consumers Through the Social Web


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Responding To Consumers Through the Social Web

  1. 1. How to Respond to Feedback, Posts, Comments and Reviews<br />Word of Mouth Supergenius<br />Lindsay Lebresco<br />
  2. 2. Perhaps you’ve had one of these…<br />(Admit it- there’s room for improvement)<br />
  3. 3. Or perhaps you’ve had one of these…<br />(and you did in fact screw up)<br />
  4. 4. And maybe consumers really aren’t happy…<br />(oh great, now legal wants to get involved)<br />
  5. 5. And as long as you don’t do this…<br />
  6. 6.
  7. 7. You can still come out on top.<br />
  8. 8. really?<br />do tell.<br />
  9. 9. CONSIDER…<br />WHO should be engaging<br /><ul><li>WHATwill you say
  10. 10. WHENyou will respond
  11. 11. WHEREwill you respond
  12. 12. HOW will you respond</li></ul>BUT FIRST…<br />
  13. 13. 10<br />listen<br />
  14. 14. If you don’t listen, how will you know what people are saying?<br />
  15. 15. Monitor the conversation – The BASICS (free!)<br />Google<br />Twitter<br />Technorati<br />Social Search<br />RSS<br />
  16. 16. Monitor the conversation - Enterprise Level Listening<br />Search<br />Digital<br />Public Relations<br />Display<br />Measurement<br />Effectiveness<br />Creative<br />Listening Platform<br />Communication<br />Media<br />Planning<br />Engagement<br />Audience<br />Outreach<br />Brand<br />Customer Service<br />Research and BI<br />Product<br /> .<br />
  17. 17. And what should you be listening for? <br />Brand sentiment (positive, negative or neutral)<br />Who’s talking (influentials and elders)<br />Context (where did the discussion start? where is it happening?)<br />Community discussions (what’s important to them, vernacular)<br />Trends and hot topics (latest & greatest news, memes)<br />
  18. 18. 15<br />who<br />
  19. 19. WHO should be engaging?<br />Identify a core contact or team to respond (choose well- they should represent your brand well, they should be passionate, honest, reliable and likeable)<br />Train them (be sure engagers know company policies, your brand and product line, legal issues, and most of all, understand how social media works)<br />Point them in the right direction (have them read, read, read some more)<br />Support them with resources (1 person can represent but they can’t stand alone)<br />
  20. 20. 17<br />what<br />
  21. 21. WHAT will you say?<br />Add value (Come bearing gifts- the gift of service, information, deals or acknowledgement)<br />Be honest (admit fault when appropriate, give factual information when you have it and if you don’t know, say that too!)<br />Human Stuff (anything that makes you relatable and personable)<br />
  22. 22. 19<br />when<br />
  23. 23. WHEN should you respond?<br /><ul><li>Set expectations (For customer service issues, we’ll try _______)
  24. 24. Appropriateness(many comments don’t deserve a response. Know the difference between a “troll” and a regular consumer)
  25. 25. Review bloggers (thank them!)
  26. 26. After you’ve become part of the community (ideally)
  27. 27. And remember: Social moves faster than corporate</li></ul>But basically, respond…<br />
  28. 28. 21<br />fast!<br />
  29. 29. 22<br />where<br />
  30. 30. WHERE should you respond?<br /><ul><li>Where did the comment happen? (respond where the comment was made if appropriate)
  31. 31. Responding in public (if you’re servicing your consumers and being helpful, shouldn’t everyone see that?)
  32. 32. Understand the venue (is this a mass audience or just “your tribe?”)
  33. 33. Taking if “off-line” (is it legally sensitive? )</li></ul>And remember…<br />
  34. 34. PRIVATE isn’t always private<br />
  35. 35. 25<br />how<br />
  36. 36. How will you speak in this space?<br /><ul><li>Honestly and transparently (the community will find you out and if they don’t the FTC just might!)
  37. 37. Personally (have a human voice- give them something/someone they can connect with)
  38. 38. NOT with a corporate voice (it’s easy to hate corporate folk- not as easy to hate “Lindsay mom of 2”)
  39. 39. Best framework to follow is the WOMMA Code of Ethics</li></ul>26<br />
  40. 40. why<br />
  41. 41. WHY are we doing this again?<br /><ul><li>Because every successful business was built one satisfied (helped, listened to, engaged, acknowledged, answered) consumer at a time. </li></li></ul><li>Golden Rules of Responding<br /><ul><li>Respect (the venue, the participants, the importance of even a single comment)
  42. 42. Expect everything to be public (even if you intended it to be private)
  43. 43. Speed is of the essence (react in a timely and appropriate manner)
  44. 44. Openness and Transparency is key (trust is paramount)
  45. 45. Never conceal (who you are, who you work for & what your intentions are- FTC)
  46. 46. Do your homework (search, listen, read, know your communities first)
  47. 47. Identify an engager (someone who will represent you well)
  48. 48. Nothing builds credibility like action (do what you say or don’t say it)
  49. 49. Gather internal resources now (get them trained & ready to respond)</li></ul>And Always, Always Pay Attention<br />
  50. 50. Questions?<br />
  51. 51. Lindsay Lebresco - Converseon<br />Social Media Strategist<br /><br />212-213-4297 x342<br />@lindsaylebresco<br />31<br />