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PRSA Digital Impact :SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management"
 

PRSA Digital Impact :SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management"

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Network Solutions( http://networksolutions.com) won the prestigious SNCR ( sncr.org) award for Corporate Reputation Management both in 2008 and 2011

Network Solutions( http://networksolutions.com) won the prestigious SNCR ( sncr.org) award for Corporate Reputation Management both in 2008 and 2011

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  • Goals and objectives of Public Relations
  • 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?
  • Moving on to how we address these markets….. We look at the entirety of the market in terms of three segments. Keep in mind its hard to size these segments are very fluid and very hard to size independently. Aspiring consumer - they are working on starting a side business, thinking about pursuing a hobby as a business, or for other reasons, want to explore opening a commercial online presence. The other two segments are linked to lifecycle New businesses that are in the process of establishing themselves Existing businesses that are either in a growth phase or offline business that are looking to online channels. We rationalize the needs of all three segments in three basic categories. And we have solutions aligned to these needs. Get Online – basically about reserving an identity for their site (domain), for themeselves (in the form of a custom email) or actually proceeding to get a website or a storefront . To meet needs around growing online , we provide a full suite of marketing services, from SEO to Local Search/directory submissions to managed PPC svcs To manage their business online, this is a new category that we are looking to expand into. Our research generally validates a huge opportunity here since most businesses don’t have optimal automated processes. But there are a lot of options, and so our approach here is to partner with best-of-breed and later on provide closely integrated solutions.

PRSA Digital Impact :SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management" PRSA Digital Impact :SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management" Presentation Transcript

  • SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management"   05/09/11 Shashi Bellamkonda Director Social Media aka Social Media Swami
  • Our Objective: Win Favor from the Public
    • Customer Objective
    • Easy to do business with
    • Quick Resolutions
    • More purchases
    • Financial Objective
    • Save customer service costs
    • New customers at lower costs
    Marketing Objective - Build new audience for Network Solutions Branding Objective - Build brand value for Network Solutions
  • Manage Online Reputation via Offline Events http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
  • 4 Point Social Media Strategy
      • Brand / Reputation Management
      • Connecting with Customers
      • Community Outreach
      • Get new business
  • Service Providers Challenge
    • More than one million viruses wreaking havoc on the internet for both businesses and at-home users alike (Computerworld.com)
    • Hosting providers faced with security threats that were proactively mitigated, but still posed a threat to the online reputation.
    • Hosting providers are constantly on alert, combating these threats
    • Customers voice their discontent on social networks and open online forums
    • Recognize the need to bolster positive online sentiment beyond reactive crisis mitigation
  • Think about mitigation Source : http://www.flickr.com/photos/jeyhun85/4684047177/
  • 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/
  • Mitigation Tactics
    • Take steps to proactively foster ongoing positive conversations around the Network Solutions brand
    • Communicating with customers using social media channels
    • Answering customer complaints about security issues on Twitter, blogs and public forums
    • Move fast and respond quickly to customer complaints, by posting updates on their blog and via Twitter and Facebook
    • Reaching out reporters and bloggers who were covering the issues
  • Key initiatives to generate favorable brand impressions
    • Sponsored the Small Business Success Index (SBSI)
            • The SBSI is a survey and report that assesses the current state of the U.S. small business, positioning Network Solutions as a small business authority and ally.
    •   Hosted the very first GrowSmartBiz conference
            • The first event of its kind in the DC area, Network Solutions hosted the GrowSmartBiz conference in September 2009 to help the small business community to learn first hand from experts in key areas of small business growth and development.
    • Continue Influencer and Community Outreach
            • Conference participation, grassroots events
            • Social Advisory Board
            • Communit y Blogs
  • The Network Solutions Listening Post Tools Search Teams Game Plan Twitter/ Facebook Customer Service PR/Social Media response to alerts Respond to calls for help in forums, blogs, comments Brickbats and Bouquets The Network Solutions social media SWAT team worked around the clock, monitoring and responding in real time, and answering user questions across major social networks
    • Blogs = new audience
    • Organic traffic
    • Link back
    • Guest posts
    • Foster community
    • Conversation
    • Useful for crisis response
    Community Building Through Content Resource tip: http://www.contentrulesbook.com/ Ann Handley & CC Chapman
  • Guest Posts helps spread the brand
  • Breaking bread with Customers & Community
  • Small Business Success Index
            • The SBSI is a survey and report that assesses the current state of the U.S. small business, positioning Network Solutions as a small business authority and ally
            • Sponsored in conjunction with the Robert H. Smith School of Business, the survey offers insight to the future of small businesses, helping them plan for their futures and assess their current needs
    • The Small Business Success Index (SBSI) was released in February 2010 announcing the state of U.S. small business and its performance in the following six key dimensions:
      • Capital Access
      • Marketing & Innovation
      • Workforce
      • Customer Service
      • Computer Technology
      • Compliance
            • Network Solutions and CRT/tanaka developed a targeted promotion plan to generate media mentions online
  • Tweetchats
  • Maintaining Reputation Amidst Crisis
    • 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.
  • Leveraging the Network Solutions Social Media Advisory Board
    • Advisory Board. Comprised influential bloggers
    • Advisory Board served as advisors for the company to strengthen Network Solutions image online
    • Helped spread the word of Network Solutions Small Business efforts
  • Influencer Outreach / Brand Efforts
    • GrowSmartBiz Conference and event outreach has helped establish Network Solutions Small Business thought leadership
    • Only 8% of people we engage in conferences are customers
    • Customers who attend our conferences/ engage with us have a high per year ticket price
    • Influencers have stopped talking about us negatively and started liking us
    • Conferences generate inbound links and inc revenue
    • 500 small business attended the GrowSmartBiz conference
  • Did you hear Kathy Klotz-Guest previous speaker say :
  • We decided to think bigger - GoGranny.co
  • GoGranny big win with Social Media
  • Monitoring the competition helps too
  • Results
  • Great media coverage
  • Network Solutions featured in books
  • Awards and Peer Recognition
    • 2008 & 2010: Excellence in Online Reputation Management
        • Society for New Communications Research (SNCR) 2010 Excellence in New Communications Award.
        • Prestigious awards program honoring corporations that are pioneering the use of social media and Internet communications technologies (ICT).
        • Award is testament to Network Solutions’ high positive online sentiment from entrepreneurs and small businesses for providing resources and tools to advance their businesses in a tough economy.
    • 2009 & 2011 Washingtonian 100 Tech Titan’s List for Community Leadership
  • Social Media Biggest ROI: Online Reputation @ 72% Positive/Neutral
    • Network Solutions maintains 72% positive/neutral sentiment
    • Negative mentions were mitigated by proactive commenting, especially during the crisis.
    • Network Solutions community engagement and social activities generated organic positive mentions.
    • Speaking engagements, SBSI-3 and the GrowSmartBusiness conference increased positive mentions.
  • Quantitative Results: Small Business Success Index
    • Press release pick-ups- More than 52 sources picked up the press release within the first week of distribution
    • Total blog posts/mentions: 65
    • Podcast interviews- 350 total views
    • Blogs- Top tier feature coverage included
      • Allbusiness (1.8 million unique monthly visitors)
      • Mediabistro.com (26.8 thousand unique monthly visitors)
      • ITBusiness Edge (17.9 thousand unique monthly visitors)
      • eMarketer (13.3 thousand unique monthly visitors)
      • Marketing Pilgrim (8.9 thousand UMV)
  • Results : Network Solutions SBSI tweet chat with Anita Campbell
    • The GrowSmartBiz URL reached 84,060 people via 32 tweets
    • 302 unique visits to the site on the day of the tweet chat February 23, 2010
    • Overall Tweet Chat Results:
      • More than 1,676 tweets included the #sbbuzz hashtag
      • More than 200 participants
    • Top influencers participated including:
      • Moderator: Anita Campbell, 40,000+ followers on Twitter
      • Richard McLaughlin, consultant from Paris, 38,000+ followers on Twitter
      • John Lawson of 3 rd Power, 18,000+ followers on Twitter
      • Mack Collier, #blogchat Founder, 16,000+ followers
  •   GrowSmartBiz Conference Results
    • More than 400 attendees took a whole day off to join the Network Solutions GrowSmartBiz conference.
    • Livestream- 5,025 unique visitors joined the conference via Livestream. The conference was viewed online by unique visitors from Italy, France, UK, Germany and Canada.
    • Twitter- @GrowSmartBiz Twitter handle following increased by over 250 followers
    • #GrowSmartBiz hashtag mentioned 2,000 times over an eight hour period on the day of the conference
    • Blogs- More than 50 feature articles, including 30 pre-event posts and 27 post-event posts
    • Influential Blogs pick-ups included Mashable, Allbusiness.com, Direct2Dell
  • Qualitative Results
    • Then came the GrowSmartBiz conference and by then I realized (yes, it took a while!) – Network Solutions isn’t just a domain registrar. They are a complete resource for small businesses – online and offline.
      • Jenn Consalvo of Techcocktail
    • I've just returned from the Grow Smart Biz Conference sponsored by Network Solutions, and while I did play a small role by giving a presentation on what it takes to be an entrepreneurial leader, I learned a lot from the other speakers
      • Rieva Lesonsky - Allbusiness.com
  • 2011 Activities
    • Engagement with customers
      • Facebook community building
      • Expansion of employee use of SM
      • Incorporating coupons, ads, offers into blogs, tweetchats, webinars and meet-ups and speaking/sponsor opportunities
    • Thought Leadership/Reputation Management
      • Blogs/content generation
      • SBSI
      • Tweetchats
      • GrowSmartBiz Conference
      • Speaking/sponsorship ops
      • Meet-up tour (4 to 5 cities)
    • Ease of use:
      • Monitoring & reporting
      • Eguides
      • Workshops
  • Takeaways
    • Consistent message across all channels
    • Clear expression of the mission of being in Social Media
    • Transparent about expectations
    • Friendly conversations
    • Move deeper discussions to “PUT” (Pick up the phone)
    • Build relationships early
    • Changing perception requires participation
    • Humanizing the business
    • Approaching people at a personal level to change minds
    • Build trust and credibility overtime
    Final Thoughts
  • Network Solutions- Enabling Small Businesses Success Aspiring Entrepreneur New Business Growing Business
    • Local Search Visibility
    • SEO
    • Managed PPC
    • Press Release
    • Email Marketing
    • SMS Marketing
    Identity Domain | Email Presence Profile | Site | Store | Blog Visibility Local | Directories | Org Search Marketing Email | Paid Search | Press Release Security Trust | Encryption | Assurance Back-Office Apps (SaaS) Financials | Customer | Collaboration
    • SSL Certificates
    • Vulnerability Scans
    • Assurance Seals
    Aspiring Entrepreneur Starting Small Business Mature Small Business
    • Managing Editor:
      • http://networksolutions.com/blog
      • http://networksolutions.com/smallbusiness/
      • http://WomenGrowBusiness.com
    • Personal Blogs:
      • Technology & Social Media: http://www.shashi.name
      • Digital Thoughts: http://readythoughts.com
      • Restaurant Reviews: http://www.carryoncurry.com
      • DC public interest : http://washtrax.us
      • Interesting PR : http://prelease.blogspot.com/
    Questions Shashi Bellamkonda [email_address] Follow On Twitter: @shashib