Social Reputation Management The Network Solutions Experience


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Network Solutions engaging with its customers in the social media and developing a strategy to provide small businesses tools necessary to succeed is part of this presentation by Shashi Bellamkonda at Social Reputation Management conference in NYC organized by

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Social Reputation Management The Network Solutions Experience

  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
  2. 2. Help Network Solutions Social Swami support the March of the Dimes by drawing and voting in this fun contest . Details at http://
  3. 3. Thank you for coming
  4. 4. Steve did his homework well with great speakers Great conference organized by
  5. 5. Online Reputation Before Photo courtesy:
  6. 6. Traditional media usage is changing <ul><li>92%) use multiple platforms  </li></ul><ul><li>33% access news on their cell phones. </li></ul><ul><li>28% of internet users have customized their home page  </li></ul><ul><li>37% of internet users have contributed to the creation of news </li></ul>
  7. 7. 25% Small Business use social media presence – Doubled since last year <ul><ul><li>Network Solutions – University of Maryland Small Business Success index </li></ul></ul>See the full study at
  8. 8. Customers demand transparency This guy wants to make sure the book and the DVD are saying the same thing
  9. 9. 4 Point Social Media Strategy <ul><ul><li>Brand / Reputation Management </li></ul></ul><ul><ul><li>Connecting with Customers </li></ul></ul><ul><ul><li>Community Outreach </li></ul></ul><ul><ul><li>Get new business </li></ul></ul>
  10. 10. Social Media Implementation <ul><li>2 008 </li></ul>2009 2010 <ul><li>Changed negative online perceptions to neutral sentiment </li></ul><ul><li>Increased positive sentiment </li></ul><ul><li>Positioned as Small Business Thought Leader </li></ul><ul><li>Utilized social media beyond customer service </li></ul><ul><li>Leverage social media for market expansion and leadership </li></ul>
  11. 11. Top Three Accomplishments <ul><li>Enjoying a positive sentiment online compared to the negative mentions in 2008. </li></ul><ul><li>Shift in perception of Network Solutions ® as not just a domain registrar but also a thought leader in small business growth. </li></ul><ul><li>Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction. </li></ul>
  12. 12. First Step: Listen <ul><li>Team approach to response </li></ul><ul><li>Monitor using Radian6 and manual searches </li></ul><ul><li>Classify as crisis or not (>50 Technorati authority or 100 followers) </li></ul><ul><li>Classify as general issue or technical customer service </li></ul><ul><li>Engage in a variety of places </li></ul><ul><ul><li>Blogs, Twitter, Online forums </li></ul></ul>Photo courtesy:
  13. 13. Step 2: Content Creation <ul><li>Blogs </li></ul><ul><ul><li>SolutionsArePower </li></ul></ul><ul><ul><li>Women Grow Business </li></ul></ul><ul><ul><li>Grow Smart Business </li></ul></ul><ul><ul><li>Unintentional Entrepreneur </li></ul></ul><ul><li>Participation in industry events such as Twitterville </li></ul><ul><li>Small Business Success Index </li></ul><ul><li>GrowSmartBiz Webinars and Conference </li></ul><ul><li>Crisis Management Support </li></ul><ul><li>Rebrand </li></ul>
  14. 14. Blogs: Effective Reputation Platform
  15. 15. Manage Online Reputation via Offline Events
  16. 16. Change Online Perception
  17. 17. Thought Leadership: GrowSmartBiz <ul><li>Webinars (2) </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>20+ blog posts </li></ul><ul><li>250+ tweets via #growbiz and #growsmartbiz </li></ul><ul><li>Conference </li></ul><ul><li>Over 400+ attendees </li></ul><ul><li>Increased @GrowSmartBiz Twitter followers by 200 and counting </li></ul><ul><li>75+ blog posts </li></ul><ul><li>1,500+ Tweets </li></ul><ul><li>2K+ Tweets with #growsmartbiz </li></ul><ul><li>5K participants on livestream </li></ul>
  18. 18. Maintaining Reputation Amidst Crisis <ul><li>Created an online forum to provide information to merchants and customers. </li></ul><ul><li>Generated over 50+ blog posts, which Network Solutions team responded. </li></ul><ul><li>Applauded by many for use of social media in crisis management support. </li></ul>
  19. 19. Step 3: From Listening to Acting <ul><li>Listened to customer feedback </li></ul><ul><li>Rebranded website based on feedback </li></ul><ul><li>Created a social media advisory board </li></ul><ul><li>Used Twitter and blogs to market new rebrand </li></ul>
  20. 20. Step 5: Training other advocates <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging </li></ul><ul><li>Bookmarking </li></ul>
  21. 21. Shift from High Negative to High Positive
  22. 22. 2009 IABC Gold Quill Award <ul><li>Recognized for online reputation management </li></ul><ul><li>Listening to customers on social networks </li></ul><ul><li>Taking their feedback seriously </li></ul>
  23. 23. What Does 2010 Hold? <ul><li>Drive more unique visitors to the storefront </li></ul><ul><li>Blogger outreach highlighting Network Solutions product offerings and customer testimonials </li></ul><ul><li>Increase user generated content on “ How did I benefit from Network solutions ” </li></ul><ul><li>Strengthen Network Solutions ’ brand identity as leader in Innovative Online Solutions </li></ul><ul><ul><li>Online engagement </li></ul></ul><ul><ul><li>Training sessions </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  24. 24. Basic Tips <ul><li>Monitor your brand </li></ul><ul><li>Follow a few blogs/ answer questions on LinkedIn </li></ul><ul><li>Own your profiles in at least 3 social networks </li></ul><ul><li>Integrate social media into your traditional marketing efforts </li></ul><ul><li>Engagement metrics </li></ul>
  25. 25. Thanks for all the great tweets
  26. 26. Thank you <ul><li>Shashi Bellamkonda [email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>Small Business Success Index : http:// </li></ul><ul><li>Network Solutions Blog : http:// </li></ul><ul><li>Women Entrepreneurs : http:// </li></ul><ul><li>Fresh Entrepreneurs ; http:// </li></ul><ul><li>Millenials : http:// </li></ul>
  27. 27. Want to Start a Blog or Website here are some offers <ul><li>Transfer to Network Solutions 4 $6.99 using DOMSOCIAL3 |   </li></ul><ul><li>Webhosting is a necessity for any website:  | Use HOSTSOC001 to get 35% off nsHosting Shared! </li></ul><ul><li>Use our Domain Name Generator to find the domain you've been looking for! Then use DOMSOCIAL1 to get it for $6.99! | </li></ul>T & Cs apply. Expires June 30 th 2010