Liners Direct Keynote Presentation


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Thank you very much Liners Direct for bringing me to San Diego to talk to your reps about social media, online customer service, and reputation management. I wanted your attendees to walk away with a lot of value without having to keep track of a lot of paper so I provided this link so that they can access the support information from my keynote in one place.

Social Media Strategy Form
Tool Matrix
Editorial Calendar, 12 months
Metric Report
My Blogs on Reputation Management (I couldn’t pick just one)
How to Deal With Negative Customer Feedback

Published in: Social Media, Business, Technology
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  • Quiz: What are you using?
  • Social Media, a Definition from Wikipedia: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. If there is one thing you must understand, it’s that it’s a CONVERSATION that takes place on the web.
  • Contain your ideas in a physical or digital folder for later. You will have more content than you can use so you must find a way to save the ideas for later. Schedule them out so that you have a plan. Use an editorial calendar. Pick a theme for the month and create posts around that theme.
  • Connect Blogger to Facebook to Twitter. Simple.
    Linking accounts together cuts down on time necessary to manage social media.
    You publish it on the first channel and it pushes through to the others.
    Be careful that you don’t do this each time because it turns off your followers. They know what you are doing. It’s lazy and it shows.
    You’ll need to publish organically on each site occasionally. You can’t always “phone it in”.
  • Cross Platform tools like Hootsuite allow more advanced linking. Also has a link shortener and scheduler built in. My tool of preference. Advanced.
  • How to Deal with Negativity
    How do you deal with it in real time?
    Your character shines through in your response. It’s better you handle something with grace that blow it off, ignore it, respond rudely, or delete.
    All service providers have unhappy customers. We have to learn how to deal with it in real time. The behaviors we have are often the same.
    You do have editorial control. You can delete posts. Deletion is only recommended in harassing, defamatory, or lewd posts. Your audience knows that you are censoring so do it in only the most necessary situations.
    Control is really an illusion. You’ve never had control over other people talking badly about you. The only thing you control is your reaction.
  • Reputation Management is managing your perceived online reputation. What do people learn about you when they search for your name or business name? These are ways that you can make sure what is online about you is positive and/or true. You can’t truly delete anything that’s online but what you can do it bury it with good stuff. Most people don’t go beyond the first page so that first page is what you want to be good.
    Perform a vanity search. This is searching for your own name. Most call this “Googling yourself”. Google isn’t the only search engine. There’s AOL, Yahoo, Blekko and more. What do you find?
    If you can purchase your domain name from GoDaddy or some other host, buy it. or , They are inexpensive and are your digital real estate.
    Setup a monitoring tool such as Google Alerts. It’s free and once you’ve performed a vanity search, you can have Google continue to do it for you on a daily or as needed basis. It simply looks for the terms or words you setup and emails you when something new is found.
    Google is the dominant search engine with 65% of the market share so having your physical location and corresponding information correct with Google is extremely important. Enter into Google “google places” and it will allow you to set up a basic listing (like a phone book) for your physical business. This is important because many many services pull from Google’s database when someone searches for you. It also has a map and driving directions for the person that is searching. This information always shows up on the first page of Google.
    Setup a LinkedIn profile. It’s one of the most trusted sources of information on a person. It’s a resume and acts just that way. This shows up in position 3-4 on the first page of Google. This is by and large the most common tool used in professional settings. Sometimes it’s the only one used to research a person.
    Using all social media is in your best interest to control your message and image. Google highly ranks all social media and if you are using them regularly, you will completely control the message about you and your brand. Other than purchasing your domain name, everything here is free.
    The link is for more information about Reputation Management on my blog.
  • You have grand ideas for talking about your business or message but you have to remember to listen. Social media is a conversation. If you don’t listen and talk back to people, they won’t care what you have to say. Learn to check your messages on each of the channels you use. Many of them can be set up so that you receive an email or text when someone is communicating with you. In fact, a few do this automatically and you have to turn it off. You MUST talk back or you are wasting your time. Social media is your customer’s (at least most businesses) preferred way of communication. Ignore at your own peril.
  • Liners Direct Keynote Presentation

    1. 1. Liners Direct Kerry Rego Consulting November 5, 2013
    2. 2. Benefits & Relevance of Using Social Media Marketing 1. 2. 3. 4. 5. 6. 7. Enhance Branding & Awareness Protect Your Reputation Enhance Public Relations Build Community Enhance Customer Service Facilitate Research & Development Drive Sales & Leads
    3. 3. Infographic compiled and designed by
    4. 4. Infographic compiled and designed by Social Media Avg. Monthly Use Fav resource for behavior is ComScore & Pew Internet
    5. 5. Why is Social Media Important? •Facebook 1.19b MAU •Twitter 232m MAU •YouTube 4b hrs watched/m •LinkedIn 259m MAU •Google+ 360m MAU •Instagram 80m MAU Logos courtesy of Aquaticus
    6. 6. what is social
    7. 7. Social Media, A Definition: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. Wikipedia
    8. 8. Kinds of Media •Blog Wordpress •Email Marketing Constant Contact
    9. 9. Kinds of Media
    10. 10. Kinds of Media •Networking Facebook, LinkedIn •News Twitter, Reddit
    11. 11. Kinds of Media •Bookmarking Pinterest •Review Yelp
    12. 12. Kinds of Media •Event Eventbrite •Location/Mobile Google Places, Foursquare
    13. 13. how to setup a social media
    14. 14. Where Do You Start? • Goal • Audience Mockup • Tools • Routine • Measure • Adjust • Persist
    15. 15. Audience Mockup • WHO is the audience? • WHAT is their preference? • WHEN do they want to hear? • WHERE are they? • WHY are you there?
    16. 16. Content Folder THE WHAT Routine THE WHEN Events Conventions Education Holidays Peak/Off Season
    17. 17. Marketing Editorial Calendar
    18. 18. Tools for Streamlining • • • • • Set routine for “dashboarding” content Blog in batches, time release, autopost Feedburner, TwitterFeed, Facebook scheduler Hootsuite, Tweetdeck Autoposting blog to other channels gets you 50% more leads! Scheduling gets you 3x more leads! – Hubspot
    19. 19. Tool Management or use
    20. 20. Advanced Tool Management
    21. 21. Optimum Times to Tweet/FB Infographic compiled and designed by Buddy Media
    22. 22. what’s going to stop you
    23. 23. Obstacles • • • • • • Lack of Time Lack of Manpower/Resources Lack of Training & Knowledge Can’t Measure Blank Page Syndrome Negativity
    24. 24. Solutions 1. 2. 3. 4. 5. 6. Time Manpower Training Measure Writer’s Block Negativity 1. Batch Create & Schedule 2. Routine 3. Hire Experts, YouTube, follow rockstars & pros 4. Build custom metric report based on goals 5. 6.
    25. 25. 12% US online adults agree complaints made about customer service via social media strongly influence their image of the company. When companies respond to requests of customer service via social media, those same customers spend 20-40% more with the company. (Bain & Company)
    26. 26. How to Get Great Reviews •Create a client process •Train staff •Communicate every step of the way •Give them preferred link •Follow-up •Make it easy to share company info
    27. 27. How to Deal with Negativity • How do you deal with it normally? • Listen, respond, react • Provide customer service & survey • Don’t erase negative posts! • Control is an illusion
    28. 28. First Page of Search Results 85% never get off the first page! -Internet Reputation Management Data by Compete, Jacob Nielsen, Optify Image courtesy
    29. 29. Action Items for Reputation Management 1.Perform a vanity search 2.Purchase your domain name 3.Setup a monitoring tool 4.Setup Google Places 5.LinkedIn 6.Use social media tools!
    30. 30. Social Media = Telephone So Check Your Messages! • • • • • • Voicemail Texts Email Facebook Twitter And others
    31. 31. Questions?
    32. 32.