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 http://socialfresh.com

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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

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