Building a Positive Image Online with Social
 Media: The Network Solutions Experience

        Presented by: Shashi Bellam...
2
3
Online Reputation Before




      Photo courtesy: http://matchstic.com/blog/wp-content/uploads/2009/06/bad-customer-servi...
4 Point Social Media Strategy

 Brand / Reputation Management
 Connecting with Customers
 Community Outreach
 Get new busi...
Social Media Implementation


   2008
              Changed negative online
              perceptions to neutral sentiment...
Top Three Accomplishments


    Enjoying a positive sentiment online compared
    to the negative mentions in 2008.
    Sh...
First Step: Listen


 Team approach to response
 Monitor using Radian6 and manual
 searches
 Classify as crisis or not (>5...
Step 2: Content Creation

 Blogs
   SolutionsArePower

   Women Grow Business

   Grow Smart Business

   Unintentional En...
Blogs: Effective Reputation Platform




                                       10
Manage Online Reputation via Offline Events




 http://www.flickr.com/photos/kyeu
 ng808/3851709164/sizes/l/

           ...
Change Online Perception




                           12
Thought Leadership: GrowSmartBiz

Webinars (2)
 Over 400+ attendees
 20+ blog posts
 250+ tweets via
 #growbiz and
 #grows...
Maintaining Reputation Amidst Crisis

                             Created an online forum
                             to...
Step 3: From Listening to Acting

Listened to customer
feedback
Rebranded website
based on feedback
Created a social
media...
Step 5: Training other advocates

 Social Media
 Twitter
 Blogging
 Bookmarking




                                   16
Shift from High Negative to High Positive

   70


   60


   50


   40

                                   Negative
   3...
2009 IABC Gold Quill Award


  Recognized for online
 reputation management
  Listening to customers on
 social networks
 ...
What Does 2010 Hold?

 Drive more unique visitors to the storefront
 Blogger outreach highlighting Network Solutions produ...
Thank you
Shashi Bellamkonda           shashib@networksolutions.com
Twitter: @shashib
Small Business Success Index : http:...
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Network Solutions: Building a Positive Image Online with Social Media - BDI 3/24/10 Social Reputation Management

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Case Study: Building a Positive Image Online with Social Media: The Network Solutions Experience
Presented by: Shashi Bellamkonda, Social Media Swami, Network Solutions
www.bdionline.com

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Network Solutions: Building a Positive Image Online with Social Media - BDI 3/24/10 Social Reputation Management

  1. 1. Building a Positive Image Online with Social Media: The Network Solutions Experience Presented by: Shashi Bellamkonda Social Media Swami, Network Solutions Twitter: @shashib on behalf of @netsolcares 03.25.2010 1
  2. 2. 2
  3. 3. 3
  4. 4. Online Reputation Before Photo courtesy: http://matchstic.com/blog/wp-content/uploads/2009/06/bad-customer-service.jpg 4
  5. 5. 4 Point Social Media Strategy Brand / Reputation Management Connecting with Customers Community Outreach Get new business 5
  6. 6. Social Media Implementation 2008 Changed negative online perceptions to neutral sentiment Increased positive sentiment 2009 Positioned as Small Business Thought Leader Utilized social media beyond customer service 2010 Leverage social media for market expansion and leadership 6
  7. 7. Top Three Accomplishments Enjoying a positive sentiment online compared to the negative mentions in 2008. Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth. Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction. 7
  8. 8. First Step: Listen Team approach to response Monitor using Radian6 and manual searches Classify as crisis or not (>50 Technorati authority or 100 followers) Classify as general issue or technical customer service Engage in a variety of places Blogs, Twitter, Online forums Photo courtesy: http://bethnolastname.files.wordpress.com/2008/07/listen.jpg 8
  9. 9. Step 2: Content Creation Blogs SolutionsArePower Women Grow Business Grow Smart Business Unintentional Entrepreneur Participation in industry events such as Twitterville Small Business Success Index GrowSmartBiz Webinars and Conference Crisis Management Support Rebrand 9
  10. 10. Blogs: Effective Reputation Platform 10
  11. 11. Manage Online Reputation via Offline Events http://www.flickr.com/photos/kyeu ng808/3851709164/sizes/l/ 11
  12. 12. Change Online Perception 12
  13. 13. Thought Leadership: GrowSmartBiz Webinars (2) Over 400+ attendees 20+ blog posts 250+ tweets via #growbiz and #growsmartbiz Conference Over 400+ attendees Increased @GrowSmartBiz Twitter followers by 200 and counting 75+ blog posts 1,500+ Tweets 2K+ Tweets with #growsmartbiz 5K participants on livestream 13
  14. 14. 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. 14
  15. 15. Step 3: From Listening to Acting Listened to customer feedback Rebranded website based on feedback Created a social media advisory board Used Twitter and blogs to market new rebrand 15
  16. 16. Step 5: Training other advocates Social Media Twitter Blogging Bookmarking 16
  17. 17. Shift from High Negative to High Positive 70 60 50 40 Negative 30 Positive Neutral 20 10 0 17
  18. 18. 2009 IABC Gold Quill Award Recognized for online reputation management Listening to customers on social networks Taking their feedback seriously 18
  19. 19. What Does 2010 Hold? Drive more unique visitors to the storefront Blogger outreach highlighting Network Solutions product offerings and customer testimonials Increase user generated content on “How did I benefit from Network solutions” Strengthen Network Solutions’ brand identity as leader in Innovative Online Solutions Online engagement Training sessions Events 19
  20. 20. Thank you Shashi Bellamkonda shashib@networksolutions.com Twitter: @shashib Small Business Success Index : http://www.GrowSmartBusiness.com Network Solutions Blog : http://blog.networksolutions.com Women Entrepreneurs : http://www.WomenGrowBusiness.com Fresh Entrepreneurs ; http://unintentionalentrepreneur.com Millenials : http://whatsnextgeny.com 20

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