09/13/2011<br />Listen to Your Customers & They Will Listen To YouPresented by Shashi Bellamkonda<br />OPTSUM<br />New Med...
Hashtag #optsum<br />2<br />
The Basics Will Never Change<br />Your Objective:Win Favor from the Public<br />Goals:<br />Build awareness<br />Create id...
But Tools Change All the Time<br />http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg<br />
Definition of Social Media <br />Social media is that which allows anybody to communicate with everybody. Jim Sterne,Web m...
Evolution of New Media<br />6<br />
Fortune 500 Use of Social Media<br />Source: http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/01/20/prweb4987944.DTL#...
Characteristics of a Web 2.0 World <br />2 way communication<br />New Opportunities to build community (events)<br />New c...
Anatomy of Web 2.0 Content 1<br />Tags & Categories : Classify your content <br />RSS: Get content in your RSS reader<br /...
Anatomy of Web 2.0 Content 2<br />Related posts to the current post<br />Comments from readers<br />Networks where this po...
Real-time Collaborative Content<br />11<br />
Strangers shape your brand reputation<br />Word of Mouth has become Word of Mouse<br />12<br />
New Media Perspective<br />Source: http://news.cnet.com/8301-13577_3-10185477-36.html#ixzz1AGSlAIgg<br />http://marketingw...
B2B Perspective<br />14<br />Andrew Mcafee author of Enterprise 2.0<br />
Are you in the Web 2.0 World yet ?<br />
Your Social State Check List <br />
Set Your Objectives <br />Make your customers happy<br />Fascinate them <br />Comedy works<br />17<br />http://www.youtube...
Make your actions spreadable<br />18<br />
Network Solutions Go_Granny Campaign<br />19<br />
Does your product wow people to tattoo your brand <br />20<br />http://www.flickr.com/photos/flanman/3488525512/sizes/m/in...
This Company Made Blenders Interesting<br />
Your Customer Connection plan<br />22<br />
Becky Carroll @bcarroll7 – The Hidden Power of Your Customers<br />23<br />
Becky’s 4 Principles of Customer Marketing<br />Relevant Marketing<br />Orchestrated Customer Experience<br />Customer Foc...
Customer Experiences Will be Shared<br />You control<br />Make their experience positive to create passion and excited sha...
Customer talk anywhere<br />26<br />
Listening Tools - Discussion<br />Who is talking<br />What are they talking<br /> Where are they talking<br />27<br />
Dashboard View<br />28<br />
29<br />http://hy.ly contact mg@hy.ly<br />
30<br />
Exercise - Brand Monitoring<br />Choose a keyword or a brand<br />Use Google Blog Search to find results<br />Classify the...
Content Calendar<br />32<br />
Content Tools<br />33<br />
Content Curation Tools<br />Summify<br />Sportify<br />Xydo<br />Trove<br />Paper.li<br />News.me<br />Google® News<br />3...
Incentives for Customers<br />Display Signs<br />People on Yelp Love us<br />We have 4 star reviews on TripAdvisor<br />Em...
Review Life Cycle<br />Reminder about reviewing<br />Easy to add a review<br />Thanks and congratulations on publishing th...
Don’t Reward Wrong Behavior <br />Trolls<br />Chronic issues – Fix them or phone them<br />Let community come to your defe...
Developing Customer Advocates<br />Create a Social Advisory Board<br />Make it easy for referrals<br />Thank people for re...
Community Advocates<br />Senders vs Spenders<br />Participation<br />Event sponsorship<br />Grassroots offline events<br /...
Customer Reward and Ambassador Plan<br />Your own company or a imaginary company<br />Create a 5 point plan <br />Rewardin...
Crisis Plan<br />Monitoring Alerts<br />Crisis Team<br />Crisis Content Tool	<br />Corporate Blog, Status Blog, Website, F...
Make Your Whole Organization Social<br />Every outward facing position can help you <br />Existing communications campaign...
Developing Internal Advocates<br />Social Media Committee<br />Social Media Center for Excellence<br />Training<br />Brown...
Rules of Engagement<br />44<br />Link to latest post : http://b.shashi.co/rli6XH<br />
Outreach Tools<br />Identifying influencers<br />Klout/Peerindex<br />Email Outreach<br />Twitter® outreach<br />Press Rel...
Social Media Policies<br />46<br />
Acq. Customers<br />Social Offer Feed<br />Special Social Media only offers<br />Preview products to Social Media only<br ...
Metrics<br />Set Goals<br />Benchmark<br />Audit and report periodically<br />48<br />
Metrics<br />Number of mentions<br />Reviews<br />Sentiment<br />Filtered by Category/ Tags<br />Engagement<br />Retention...
Case Studies<br />50<br />
Network Solutions <br /> Face of the Customer<br />Voice of the Customer<br />Intranet Social Media feed<br />Visits to Ca...
Never Used AComputer – Yet His Brand Exists Online<br />52<br />
Pizza Tweets Can Be Made Fun<br />
Final Thoughts<br /><ul><li>In a company everyone is in customer service
Everyday is a opportunity to change
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Listen to your customers and they will listen to you optsum phoenix september 2011

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

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