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Listen to your customers and they will listen to you optsum phoenix september 2011

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presentation at Optsum Conference in Glendale AZ

presentation at Optsum Conference in Glendale AZ

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  • Goals and objectives of Public Relations
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  • Transcript

    • 1. 09/13/2011
      Listen to Your Customers & They Will Listen To YouPresented by Shashi Bellamkonda
      OPTSUM
      New Media Optimization Summits Phoenix 2011
    • 2. Hashtag #optsum
      2
    • 3. The Basics Will Never Change
      Your Objective:Win Favor from the Public
      Goals:
      Build awareness
      Create identity
      Enhance Image
      Engage with customers
      Inform public
      Accuracy during crisis
    • 4. But Tools Change All the Time
      http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg
    • 5. Definition of Social Media
      Social media is that which allows anybody to communicate with everybody. Jim Sterne,Web metrics guru & Author of Social Media Metrics
      Key components : Easy, User generated, shared, multi-media, two-way or multi-directional conversation, online or mobile
      New media, Web 2.0, Social media
      5
    • 6. Evolution of New Media
      6
    • 7. Fortune 500 Use of Social Media
      Source: http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#ixzz1W0kaqN2L
    • 8. Characteristics of a Web 2.0 World
      2 way communication
      New Opportunities to build community (events)
      New channels
      Share and spread content more visibility
      Personality and human face
    • 9. Anatomy of Web 2.0 Content 1
      Tags & Categories : Classify your content
      RSS: Get content in your RSS reader
      Share your content on other social networks
      Content others readers liked
    • 10. Anatomy of Web 2.0 Content 2
      Related posts to the current post
      Comments from readers
      Networks where this post been shared
    • 11. Real-time Collaborative Content
      11
    • 12. Strangers shape your brand reputation
      Word of Mouth has become Word of Mouse
      12
    • 13. New Media Perspective
      Source: http://news.cnet.com/8301-13577_3-10185477-36.html#ixzz1AGSlAIgg
      http://marketingwhitepapers.s3.amazonaws.com/SocialMediaMarketingReport2010.pdf
      http://www.briansolis.com/2010/02/time-spent-on-social-networks-up-82-around-the-wrold/
      13
    • 14. B2B Perspective
      14
      Andrew Mcafee author of Enterprise 2.0
    • 15. Are you in the Web 2.0 World yet ?
    • 16. Your Social State Check List
    • 17. Set Your Objectives
      Make your customers happy
      Fascinate them
      Comedy works
      17
      http://www.youtube.com/watch?v=MSqXKp-00hM
    • 18. Make your actions spreadable
      18
    • 19. Network Solutions Go_Granny Campaign
      19
    • 20. Does your product wow people to tattoo your brand
      20
      http://www.flickr.com/photos/flanman/3488525512/sizes/m/in/photostream/
    • 21. This Company Made Blenders Interesting
    • 22. Your Customer Connection plan
      22
    • 23. Becky Carroll @bcarroll7 – The Hidden Power of Your Customers
      23
    • 24. Becky’s 4 Principles of Customer Marketing
      Relevant Marketing
      Orchestrated Customer Experience
      Customer Focused Culture
      Killer Customer Service
      http://customersrock.net/the-hidden-power-of-your-customers/
    • 25. Customer Experiences Will be Shared
      You control
      Make their experience positive to create passion and excited sharing
      Create circumstances for negative to spread virally
      What Customer’s want?
      Product or services that meet or excced their need
      Ability to find the product easily
      A channel for feedback
      - Brian Solis @briansolis in The Hidden Power of your customers
      25
    • 26. Customer talk anywhere
      26
    • 27. Listening Tools - Discussion
      Who is talking
      What are they talking
      Where are they talking
      27
    • 28. Dashboard View
      28
    • 29. 29
      http://hy.ly contact mg@hy.ly
    • 30. 30
    • 31. Exercise - Brand Monitoring
      Choose a keyword or a brand
      Use Google Blog Search to find results
      Classify the top 20 results +tive, -negative neutral in %
      31
    • 32. Content Calendar
      32
    • 33. Content Tools
      33
    • 34. Content Curation Tools
      Summify
      Sportify
      Xydo
      Trove
      Paper.li
      News.me
      Google® News
      34
    • 35. Incentives for Customers
      Display Signs
      People on Yelp Love us
      We have 4 star reviews on TripAdvisor
      Emails to Customers
      Satisfaction Survey
      Badges
      Handwritten “Thank you” note
      35
    • 36. Review Life Cycle
      Reminder about reviewing
      Easy to add a review
      Thanks and congratulations on publishing the review
      Widgets for the customers to place on their website
      Comments or scores on review
      Rewarding top reviewers
      36
    • 37. Don’t Reward Wrong Behavior
      Trolls
      Chronic issues – Fix them or phone them
      Let community come to your defense
      37
    • 38. Developing Customer Advocates
      Create a Social Advisory Board
      Make it easy for referrals
      Thank people for referrals
      Ambassador kits
    • 39. Community Advocates
      Senders vs Spenders
      Participation
      Event sponsorship
      Grassroots offline events
      Guest posts
      Interviews
    • 40. Customer Reward and Ambassador Plan
      Your own company or a imaginary company
      Create a 5 point plan
      Rewarding customers to review you
      Creating ambassadors from customers who are raving fans
      40
    • 41. Crisis Plan
      Monitoring Alerts
      Crisis Team
      Crisis Content Tool
      Corporate Blog, Status Blog, Website, Forums, Social updates
      Response time
      Fast Track Review Process
      Close out the incident with recap
      Pick up the Phone
      41
    • 42. Make Your Whole Organization Social
      Every outward facing position can help you
      Existing communications campaign performance can improve with social media integration
      Communications can be faster with social platforms
      Enhance your recruiting efforts
      42
    • 43. Developing Internal Advocates
      Social Media Committee
      Social Media Center for Excellence
      Training
      Brown Bag Lunches with outside experts
      Encourage attending offline events and usergroups
      Employee Customer Service Stories
    • 44. Rules of Engagement
      44
      Link to latest post : http://b.shashi.co/rli6XH
    • 45. Outreach Tools
      Identifying influencers
      Klout/Peerindex
      Email Outreach
      Twitter® outreach
      Press Release
      Social Media Release
      Contests
      45
    • 46. Social Media Policies
      46
    • 47. Acq. Customers
      Social Offer Feed
      Special Social Media only offers
      Preview products to Social Media only
      Social Referrals
      Make offers shareable
      47
    • 48. Metrics
      Set Goals
      Benchmark
      Audit and report periodically
      48
    • 49. Metrics
      Number of mentions
      Reviews
      Sentiment
      Filtered by Category/ Tags
      Engagement
      Retention or Sale
      Traffic back to website
      URL Shorteners
      Landing codes/ ids
      Inbound links
      Blog mentions
      49
    • 50. Case Studies
      50
    • 51. Network Solutions
      Face of the Customer
      Voice of the Customer
      Intranet Social Media feed
      Visits to Call Center
      51
    • 52. Never Used AComputer – Yet His Brand Exists Online
      52
    • 53. Pizza Tweets Can Be Made Fun
    • 54. Final Thoughts
      • In a company everyone is in customer service
      • 55. Everyday is a opportunity to change
      • 56. Don’t be satisfied with past laurels
      • 57. Connections both offline and online
    • Questions
      Shashi Bellamkonda
      shashib@networksolutions.com
      Follow On Twitter: @shashib
      Executive Editor:
      http://networksolutions.com/blog
      http://networksolutions.com/smallbusiness/
      http://WomenGrowBusiness.com
      Personal Blogs:
      Technology & Social Media: http://www.shashi.co
      Digital Thoughts: http://readythoughts.com
      Food : http://www.carryoncurry.com

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