Network Solutions: Solutions Are Power

Solutions Are Power Social Media Program Shashi Bellamkonda & Geoff Livingston

Changing Perceptions
First Half 2008: Approximately 60 percent of Network Solutions social media conversations negative
Major issues where the Community disagrees
Perception of Network Solutions as domain registrar only
Changing perception critical for long term health

How the Tide Turned

Planned Approach
Listen and engage customers directly
Online
At conferences
Community participation
Build positive equity through valuable content
Become a community member
Seek out influentials

Phase One: Engage!
Team approach to response
Monitor using Radian6 and manual searches
Classify as crisis or not (>20 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

Phase Two: Contribute to the Conversation

Phase Two: Content Contributions
Solutions Are Power blog
Participation at numerous events
Solutions Stars Video Conference
More than 5,000 visitors
Trended on Twitter
60+ blog posts to date
700 tweets via solutionsstars hash tag

Analysis of Positive Sources

Into the New Year!
Continued blogging with new voices
Expanded offerings
Women Grow Business
Smart Business Success Index
Webinar
Small Business Conference

What Does 2009 Hold
More community engagement
Events
Online monitoring
Content: Seeking to help small businesses, web companies during recession
GrowSmartBusiness.com

Training other advocates
Social Media
Twitter
Blogging
Bookmarking

Reputation Management Takeaways
Embrace your errors
Respond quickly
Build relationships beyond the incident
Listen
Participate
Create great value for your community
Events
Content and research

Thank You!
Questions?
Shashi Bellamkonda
Social Media Swami
Network Solutions
[email_address]
Twitter: @shashib
Geoff “We don’t need No personal brand” Livingston
Senior Vice president
CRT- Tanaka ( Formerly Livingston Communications)
Twitter @geoffliving
[email_address]

Network Solutions: Solutions Are Power

by Society for New Communications Research (SNCR)

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