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How To Turn Brand Haters Into Evangelists By Nikki Fica

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Listening To Your Audience. PRESENTATION: How to Turn Brand Haters Into Evangelists - Given by Nikki Fica, @NikkiFica of @SMFacelift. #SMX #13A

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How To Turn Brand Haters Into Evangelists By Nikki Fica

  1. 1. How to Turn Brand Haters Into Evangelists Nikki Fica CEO/Founder, Social Media Facelift. LLC SMX Social Media Conference 2014 (#smx #13A)
  2. 2. Meet Nikki Fica CEO, Founder of Social Media Facelift. LLC @NikkiFica @SM_Facelift
  3. 3. Hate is a BIG word HATE
  4. 4. Who are your haters? Someone unsatisfied with prior services Competitors Jealous people Negative people
  5. 5. Who are your haters?
  6. 6. Who are the evangelists? Current consumers Friends and Family Future consumers People you haven’t reached out to yet
  7. 7. Who are the evangelists?
  8. 8. Bringing it back to grade school •Who?  Are they a new user? Are they a previous consumer?
  9. 9. Bringing it back to grade school •Who?  Are they a new user? Are they a previous consumer? •What?  What did they say? What was the context?
  10. 10. Bringing it back to grade school •Who?  Are they a new user? Are they a previous consumer? •What?  What did they say? What was the context? •When?  Did they reach out recently? Is this a pending matter?
  11. 11. Bringing it back to grade school •Where? • What social media platforms did they reach out through? Was it public or private?
  12. 12. Bringing it back to grade school •Where? • What social media platforms did they reach out through? Was it public or private? •Why?  What was their reasoning? Do they want something out of it?
  13. 13. Bringing it back to grade school •Where? • What social media platforms did they reach out through? Was it public or private? •Why?  What was their reasoning? Do they want something out of it? • How?  How do you plan to respond?
  14. 14. Are they worth it?
  15. 15. Remember this saying…
  16. 16. L = Listen
  17. 17. L = Listen • Use social listening tools  TweetDeck, Mention, BuzzSumo, Google Alerts, spiderQube, and many more • Go above and beyond – search relatable terms, misspellings, hashtags • Research!
  18. 18. A = Acknowledge
  19. 19. A = Acknowledge • Be quick and responsive • Provide outstanding customer service • If you cannot solve the problem right away, let them know you will get the answer promptly
  20. 20. S = Solve
  21. 21. S = Solve • Online or offline?  Weigh their temperature • Listen before answering • Be accountable • Use psychology – what do they want out of this?  To be acknowledged  To bring it to your attention  To get freebies/something out of it  Ulterior motives  Nothing • YOU CAN’T MAKE EVERYONE HAPPY!
  22. 22. T = Thank
  23. 23. T = Thank • Thank them for bringing the matter to your attention • Encourage them to like/follow your page • Thank them for continued service
  24. 24. Follow Up
  25. 25. Follow Up • Be a leader • Consistency • Continued follow up • Build trust • Like/Retweet/Share • Continued listening/engagement • YOU MAY NOT BE ABLE TO BUILD AN EVANGELIST OVERNIGHT – BE PATIENT
  26. 26. Thank you! Keep in touch! @NikkiFica

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