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Responding To Consumers Through the Social Web
 

Responding To Consumers Through the Social Web

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    Responding To Consumers Through the Social Web Responding To Consumers Through the Social Web Presentation Transcript

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