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Listen to your customers and they will listen to you optsum phoenix september 2011

presentation at Optsum Conference in Glendale AZ

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Listen to your customers and they will listen to you optsum phoenix september 2011

  1. 1. 09/13/2011<br />Listen to Your Customers & They Will Listen To YouPresented by Shashi Bellamkonda<br />OPTSUM<br />New Media Optimization Summits Phoenix 2011<br />
  2. 2. Hashtag #optsum<br />2<br />
  3. 3. The Basics Will Never Change<br />Your Objective:Win Favor from the Public<br />Goals:<br />Build awareness<br />Create identity<br />Enhance Image<br />Engage with customers<br />Inform public<br />Accuracy during crisis<br />
  4. 4. But Tools Change All the Time<br /><br />
  5. 5. Definition of Social Media <br />Social media is that which allows anybody to communicate with everybody. Jim Sterne,Web metrics guru & Author of Social Media Metrics<br />Key components : Easy, User generated, shared, multi-media, two-way or multi-directional conversation, online or mobile<br />New media, Web 2.0, Social media<br />5<br />
  6. 6. Evolution of New Media<br />6<br />
  7. 7. Fortune 500 Use of Social Media<br />Source:<br />
  8. 8. Characteristics of a Web 2.0 World <br />2 way communication<br />New Opportunities to build community (events)<br />New channels<br />Share and spread content more visibility<br />Personality and human face<br />
  9. 9. Anatomy of Web 2.0 Content 1<br />Tags & Categories : Classify your content <br />RSS: Get content in your RSS reader<br />Share your content on other social networks<br />Content others readers liked<br />
  10. 10. Anatomy of Web 2.0 Content 2<br />Related posts to the current post<br />Comments from readers<br />Networks where this post been shared <br />
  11. 11. Real-time Collaborative Content<br />11<br />
  12. 12. Strangers shape your brand reputation<br />Word of Mouth has become Word of Mouse<br />12<br />
  13. 13. New Media Perspective<br />Source:<br /><br /><br />13<br />
  14. 14. B2B Perspective<br />14<br />Andrew Mcafee author of Enterprise 2.0<br />
  15. 15. Are you in the Web 2.0 World yet ?<br />
  16. 16. Your Social State Check List <br />
  17. 17. Set Your Objectives <br />Make your customers happy<br />Fascinate them <br />Comedy works<br />17<br /><br />
  18. 18. Make your actions spreadable<br />18<br />
  19. 19. Network Solutions Go_Granny Campaign<br />19<br />
  20. 20. Does your product wow people to tattoo your brand <br />20<br /><br />
  21. 21. This Company Made Blenders Interesting<br />
  22. 22. Your Customer Connection plan<br />22<br />
  23. 23. Becky Carroll @bcarroll7 – The Hidden Power of Your Customers<br />23<br />
  24. 24. Becky’s 4 Principles of Customer Marketing<br />Relevant Marketing<br />Orchestrated Customer Experience<br />Customer Focused Culture<br />Killer Customer Service<br /><br />
  25. 25. Customer Experiences Will be Shared<br />You control<br />Make their experience positive to create passion and excited sharing<br />Create circumstances for negative to spread virally<br />What Customer’s want? <br />Product or services that meet or excced their need<br />Ability to find the product easily<br />A channel for feedback<br />- Brian Solis @briansolis in The Hidden Power of your customers<br />25<br />
  26. 26. Customer talk anywhere<br />26<br />
  27. 27. Listening Tools - Discussion<br />Who is talking<br />What are they talking<br /> Where are they talking<br />27<br />
  28. 28. Dashboard View<br />28<br />
  29. 29. 29<br /> contact<br />
  30. 30. 30<br />
  31. 31. Exercise - Brand Monitoring<br />Choose a keyword or a brand<br />Use Google Blog Search to find results<br />Classify the top 20 results +tive, -negative neutral in %<br />31<br />
  32. 32. Content Calendar<br />32<br />
  33. 33. Content Tools<br />33<br />
  34. 34. Content Curation Tools<br />Summify<br />Sportify<br />Xydo<br />Trove<br /><br /><br />Google® News<br />34<br />
  35. 35. Incentives for Customers<br />Display Signs<br />People on Yelp Love us<br />We have 4 star reviews on TripAdvisor<br />Emails to Customers<br />Satisfaction Survey<br />Badges<br />Handwritten “Thank you” note<br />35<br />
  36. 36. Review Life Cycle<br />Reminder about reviewing<br />Easy to add a review<br />Thanks and congratulations on publishing the review<br />Widgets for the customers to place on their website<br />Comments or scores on review<br />Rewarding top reviewers<br />36<br />
  37. 37. Don’t Reward Wrong Behavior <br />Trolls<br />Chronic issues – Fix them or phone them<br />Let community come to your defense<br />37<br />
  38. 38. Developing Customer Advocates<br />Create a Social Advisory Board<br />Make it easy for referrals<br />Thank people for referrals<br />Ambassador kits<br />
  39. 39. Community Advocates<br />Senders vs Spenders<br />Participation<br />Event sponsorship<br />Grassroots offline events<br />Guest posts<br />Interviews<br />
  40. 40. Customer Reward and Ambassador Plan<br />Your own company or a imaginary company<br />Create a 5 point plan <br />Rewarding customers to review you<br />Creating ambassadors from customers who are raving fans<br />40<br />
  41. 41. Crisis Plan<br />Monitoring Alerts<br />Crisis Team<br />Crisis Content Tool <br />Corporate Blog, Status Blog, Website, Forums, Social updates<br />Response time <br />Fast Track Review Process<br />Close out the incident with recap <br />Pick up the Phone<br />41<br />
  42. 42. Make Your Whole Organization Social<br />Every outward facing position can help you <br />Existing communications campaign performance can improve with social media integration<br />Communications can be faster with social platforms<br />Enhance your recruiting efforts<br />42<br />
  43. 43. Developing Internal Advocates<br />Social Media Committee<br />Social Media Center for Excellence<br />Training<br />Brown Bag Lunches with outside experts<br />Encourage attending offline events and usergroups<br />Employee Customer Service Stories<br />
  44. 44. Rules of Engagement<br />44<br />Link to latest post :<br />
  45. 45. Outreach Tools<br />Identifying influencers<br />Klout/Peerindex<br />Email Outreach<br />Twitter® outreach<br />Press Release<br />Social Media Release<br />Contests<br />45<br />
  46. 46. Social Media Policies<br />46<br />
  47. 47. Acq. Customers<br />Social Offer Feed<br />Special Social Media only offers<br />Preview products to Social Media only<br />Social Referrals<br />Make offers shareable<br />47<br />
  48. 48. Metrics<br />Set Goals<br />Benchmark<br />Audit and report periodically<br />48<br />
  49. 49. Metrics<br />Number of mentions<br />Reviews<br />Sentiment<br />Filtered by Category/ Tags<br />Engagement<br />Retention or Sale<br />Traffic back to website<br />URL Shorteners<br />Landing codes/ ids<br />Inbound links<br />Blog mentions<br />49<br />
  50. 50. Case Studies<br />50<br />
  51. 51. Network Solutions <br /> Face of the Customer<br />Voice of the Customer<br />Intranet Social Media feed<br />Visits to Call Center<br />51<br />
  52. 52. Never Used AComputer – Yet His Brand Exists Online<br />52<br />
  53. 53. Pizza Tweets Can Be Made Fun<br />
  54. 54. Final Thoughts<br /><ul><li>In a company everyone is in customer service
  55. 55. Everyday is a opportunity to change
  56. 56. Don’t be satisfied with past laurels
  57. 57. Connections both offline and online</li></li></ul><li>Questions<br />Shashi Bellamkonda<br /><br />Follow On Twitter: @shashib<br />Executive Editor:<br /><br /><br /> <br />Personal Blogs:<br />Technology & Social Media:<br />Digital Thoughts:<br />Food :<br />