Network Solutions Social Media Presentation at Social Fresh
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Network Solutions Social Media Presentation at Social Fresh

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Slides from the presentation "Basics of a Corporate Social Media program and the Network Solutions case study" at the Social Fresh Conference in Nashville. More details about the conference here ...

Slides from the presentation "Basics of a Corporate Social Media program and the Network Solutions case study" at the Social Fresh Conference in Nashville. More details about the conference here http://socialfresh.com

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  • Love how this slide is broken up into steps. Its a great guide for those trying to figure out where to even start with their new Social Media Guide at work. Thanks!

    @DianaWei
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  • Social media is about conversations and relationships Customers are in control, but not total control because you CAN participate People do not want to me marketed to; they want to be heard and can relate more to another human than a banner ad It’s not just about great content, it’s about relationships Chances are there is a conversation going on online about your products or services, or even the business itself. Are you going to participate, or let someone else?

Network Solutions Social Media Presentation at Social Fresh Presentation Transcript

  • 1. Basics of a Corporate Social Media program and the Network Solutions case study
  • 2. Network Solutions
    • Domains
    • Find-a-domain services
      • Certified Offer
      • Backorder
      • Premium Domains
    • Domain Web Forwarding
    • Private Registration
    • Communication
    • Business E-mail
    • Secure E-mail
    • Sell Online
    • E-commerce website packages
    • E-commerce Tools Merchant Account
    • Do It For Me E-Commerce Website Design Service
    • Marketing
    • Search Engine Optimization
    • Pay Per Click Advertising
    • Optimized Press Releases
    • Directory Services: Monster Marketplace & ThinkLocal
    • Enhanced Business Listings
    • Link Building
    • Content Creation
    • Security
    • SSL Certificate
    • PC Security
    • Websites
    • Website Hosting
    • Statistics and Website tools
    • Professional Website Design Services
    • Professional Logo Design Services
    • Mobile Websites
    PR Measurement Summit June 2009
    • We service over 3 million SMB customers and manage 7.5 million domain names.
  • 3. Hi ! I am Shashi Bellamkonda (@shashib)
    • Head of Social Media Strategy at Network Solutions ( Unique title Social Media Swami)
    • I am the Network Solutions listening post in the Social Media
    • Helped Network Solutions win
      • 2008 SNCR Excellence in New Communications Award for Online Reputation Management
      • 2009 a Gold Quill Award of Excellence in Social Media from the International Association of Business Communicators (IABC).  
    • Speaker - `How to Sell Social Media to Your Boss' and 'Social Media Tools for Small Business at SXSW, IABC, Affiliate summit and others
    • Featured in Washingtonian Magazine’s Top 100 tech Titans for Community and thought leadership
  • 4. How Business can use Social Networking Tools
    • Connect with customers
    • Get ideas, trends, buzz
    • Find peers and network
    • Easy distribution of content
    • Greater reach
    • New Clients
  • 5. If chips can have their own page so can you!
  • 6. Social Media - Opportunity to excel and level playing field Photo Credit: http://flickr.com/photos/vividbreeze/480057824/ Stand out from the crowd
  • 7. Become an expert
    • You have to learn the tools
    • Spend your own time
    • Find other enthusiasts/partners in crime
    • Invest time in attending offline events
  • 8. Convincing the Skeptics
      • No way to measure? Is there any ROI?
      • All these will pass
      • They are not mainstream, nobody pays attention to them
      • We cannot not control the message, lack of consistency, danger of going haywire
      • Only promote the company or products
      • Multiple stake holder approval of the message
      • Tools are expensive
    Photo Credit : http://www.flickr.com/photos/jonnygoldstein/2546693421/
  • 9. Ownership
    • http://flickr.com/photos/jjgardner3/3202924768/ Jimmy Gardner http://www.eastcoastblogging.com
    • Everyone is responsible for social media – YOU!
    • How do you share the ownership? - EVERYONE
    • Who are your internal social media people? – MOBILIZE A TEAM AND COORDINATE EFFORTS
    • Can they write? Express yourself well and know your writing also reflects the company
    • Who should approve? – set up a process if necessary
    • Can we trust them? – start slowly, build trust then unleash the fury
    • Where should they engage? Wherever company is mentioned and customers are
  • 10. Network Solutions Swami’s - 3 Word Mantra Photo: courtesy: http://flickr.com/photos/metrojp/92038203/ LISTEN PARTICIPATE Photo Courtesy: http://flickr.com/photos/redcarpet/50339009/ CONTRIBUTE Photo Courtesy: http://flickr.com/photos/presta/129832836/
  • 11. Listen
    • Basics
      • Google Alerts, Backtype, Radian6,
    • Feedback across company
    • Tracking and analytics
    • Educating across the company
  • 12. Participate
    • Respond to conversations
      • About your brand
      • Customer service
      • Industry news
      • Be human
      • Be goofy appropriately
  • 13. Contribute
    • Blogs
    • Communities
    • Forums
    • Multi media
    • Guest posts
    • Conferences
    • Customer Generated Content
  • 14. Internal organization
    • Social media
      • In house consultancy
      • Train across the company
      • Transfer ownership to them
      • Hold internal brainstorming
      • Create evangelists from marketing
      • Integrate efforts
  • 15. Your Social Media Plan
    • Setup Alerts
    • Join and setup profiles in 3 social networks
    • 15-20 minutes a day tracing the alerts and responding
    • Choose 3 blogs on your field to read and comment
    • Converse, don’t sell
    • Answer questions and become an expert in your niche on LinkedIn
    • 2 hours a week - Learn and write about the products you promote
    • Measure your efforts
      • How many times were you mentioned
      • How many people read your posts
      • Inbounds links
      • Are your customers evangelizing
    • Attend one local event a month| Ask for help from the community if you need it
  • 16. Building a Positive Image Online with Social Media: The Network Solutions Experience
  • 17. 4 Point Social Media Strategy
      • Brand / Reputation Management
      • Connecting with Customers
      • Community Outreach
      • Get new business
  • 18. Social Media Implementation
    • 2008
    2009 2010
    • Changed negative online perceptions to neutral sentiment
    • Increased positive sentiment
    • Positioned as Small Business Thought Leader
    • Utilized social media beyond customer service
    • Leverage social media for market expansion and leadership
  • 19. Top Three Accomplishments
    • Enjoying a positive sentiment online compared to the negative mentions in 2008.
    • Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth.
    • Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction.
  • 20. Phase one: Listen
    • Team approach to response
    • Monitor using Radian6 and manual searches
    • Classify as crisis or not (>50 Technorati authority or 100 followers)
    • Classify as general issue or technical customer service
    • Engage in a variety of places:
      • Blog posts
      • Twitter via NetSolCares
      • Technical Forums
  • 21. Shift from High Negative to High Positive
  • 22. Phase 2: Content Contributions
    • Blogs
      • SolutionsArePower
      • Women Grow Business
      • Grow Smart Business
      • Unintentional Entrepreneur
    • Participation in industry events such as Twitterville
    • Small Business Success Index
    • GrowSmartBiz Webinars and Conference
    • Crisis Management Support
    • Rebrand
  • 23. Phase 2: Blogs
    • SolutionsArePower – over 130K visits since launched in 2008
    • Women Grow Business – over 28K visits since launched in Jan. 2009
    • Grow Smart Business – over 86K visits since launched in March 2009
    • Unintentional Entrepreneur - over 26K visits since launched in June 2009
  • 24. Phase 2: Participation in Premier Social Media Events
    • Hosted a premier silicon valley event/Shel Israel’s book launch party.
    • Created 300 customized t-shirts for Twitterville attendees generating a lot of buzz for NetSol.
    http://mobypicture.com/?u2w1kx
  • 25. Phase 2: Small Business Success Index
    • Launched Grow Smart Business site
    • Generated over 290K minutes of viewership
    • 20+ blog posts to date since release of both SBSI waves
    • Over 3,500 views of the survey
  • 26. Phase 2: GrowSmartBiz Events
    • Webinars (2)
    • Over 400+ attendees
    • 20+ blog posts
    • 250+ tweets via #growbiz and #growsmartbiz
    • Conference
    • Over 400+ attendees
    • Increased @GrowSmartBiz Twitter followers by 200 and counting
    • 75+ blog posts
    • 1,500+ Tweets
    • 2K+ Tweets with #growsmartbiz
    • 5K participants on livestream
  • 27. Phase 2: Crisis Management Support
    • Created an online forum to provide information to merchants and customers.
    • Generated over 50+ blog posts, which Network Solutions team responded.
    • Applauded by many for use of social media in crisis management support.
  • 28. Phase 2: Rebrand
    • Created a social media advisory board
    • Used Twitter and blogs to market new rebrand
  • 29. Phase 2: Training other advocates
    • Social Media
    • Twitter
    • Blogging
    • Bookmarking
  • 30. Earned media
    • INC
    • Washington Post
    • Washington Biz Journal
    • NY1
    • WUSA9
  • 31. What Does 2010 Hold?
    • Drive more unique visitors to the storefront
    • Blogger outreach geared towards highlighting Network Solutions product offerings and customer testimonials
    • Increase user generated content on “How did I benefit from Network solutions”
    • Strengthen Network Solutions’ brand identity as Thought Leader in Innovative Online Solutions
      • Online engagement
      • Training sessions
      • Events
  • 32. Consumers are more savvy
  • 33. Final Thoughts
    • Listen first
    • Conversation, not publishing or broadcasting
    • Be a useful conversationalist
    • Build relationships - one at a time
    • Take a Leap of Faith and Jump In!
    http://www.flickr.com/photos/fwp-dawson/2821182851/ Photo Courtesy Fred Dawson on Flickr freds-take-on-the-world.blogspot.com /
  • 34. Thank you
    • Shashi Bellamkonda [email_address]
    • Twitter: @shashib
    • Small Business Success Index : http:// www.GrowSmartBusiness.com
    • Network Solutions Blog : http:// blog.networksolutions.com
    • Women Entrepreneurs : http:// www.WomenGrowBusiness.com
    • Personal Blogs: Technology & Social Media: http://www.shashi.name
    • Digital Thoughts: http://readythoughts.blogspot.com
    • Restaurant Reviews: http://www.carryoncurry.com