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Reputation Management Case study - Network Solutions at New Comm Forum


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    Nice case study and a good review. Good work !! ORM has been a serious issue for the online marketers. I have used a tool called AirCheese. Its beta version is available for free download. Informs you immediately when negative content is posted about your brand, product, or website. Its worth checking.
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Reputation Management Case study - Network Solutions at New Comm Forum

  1. 1. Solutions Are Power Social Media Program Shashi Bellamkonda & Geoff Livingston
  2. 2. Changing Perceptions <ul><li>First Half 2008: Approximately 60 percent of Network Solutions social media conversations negative </li></ul><ul><li>Major issues where the Community disagrees </li></ul><ul><li>Perception of Network Solutions as domain registrar only </li></ul><ul><li>Changing perception critical for long term health </li></ul>
  3. 3. How the Tide Turned
  4. 4. Planned Approach <ul><li>Listen and engage customers directly </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>At conferences </li></ul></ul><ul><ul><li>Community participation </li></ul></ul><ul><li>Build positive equity through valuable content </li></ul><ul><li>Become a community member </li></ul><ul><li>Seek out influentials </li></ul>
  5. 5. Phase One: Engage! <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 (>20 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>Blog posts </li></ul></ul><ul><ul><li>Twitter via NetSolCares </li></ul></ul><ul><ul><li>Technical forums </li></ul></ul>
  6. 6. Phase Two: Contribute to the Conversation
  7. 7. Phase Two: Content Contributions <ul><li>Solutions Are Power blog </li></ul><ul><li>Participation at numerous events </li></ul><ul><li>Solutions Stars Video Conference </li></ul><ul><ul><li>More than 5,000 visitors </li></ul></ul><ul><ul><li>Trended on Twitter </li></ul></ul><ul><ul><li>60+ blog posts to date </li></ul></ul><ul><ul><li>700 tweets via solutionsstars hash tag </li></ul></ul>
  8. 8. Analysis of Positive Sources
  9. 9. Into the New Year! <ul><li>Continued blogging with new voices </li></ul><ul><li>Expanded offerings </li></ul><ul><ul><li>Women Grow Business </li></ul></ul><ul><ul><li>Smart Business Success Index </li></ul></ul><ul><ul><li>Webinar </li></ul></ul><ul><ul><li>Small Business Conference </li></ul></ul>
  10. 10. What Does 2009 Hold <ul><li>More community engagement </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Online monitoring </li></ul></ul><ul><li>Content: Seeking to help small businesses, web companies during recession </li></ul><ul><ul><li> </li></ul></ul>
  11. 11. Training other advocates <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Blogging </li></ul><ul><li>Bookmarking </li></ul>
  12. 12. Reputation Management Takeaways <ul><li>Embrace your errors </li></ul><ul><li>Respond quickly </li></ul><ul><li>Build relationships beyond the incident </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Participate </li></ul></ul><ul><li>Create great value for your community </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Content and research </li></ul></ul>
  13. 13. Thank You! <ul><li>Questions? </li></ul><ul><li>Shashi Bellamkonda </li></ul><ul><li>Social Media Swami </li></ul><ul><li>Network Solutions </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>Geoff “We don’t need No personal brand” Livingston </li></ul><ul><li>Senior Vice president </li></ul><ul><li>CRT- Tanaka ( Formerly Livingston Communications) </li></ul><ul><li>Twitter @geoffliving </li></ul><ul><li>[email_address] </li></ul>