The document discusses the importance of word-of-mouth marketing and authentic engagement. It provides examples of companies that encourage genuine conversations from employees that build trust and relationships, rather than strictly controlled messaging. The key is focusing on what customers will actually say about their experience rather than just advertising claims. Authenticity and delivering on expectations are emphasized.
This is a talk given to my class on User Experience by Jen Ruffner, a Product Manager on the art of optimization.
It is critical for modern designers, product managers and start-up folks ot understand how to think about designing and executing tests.
How to create advocacy and conversation, Planning-ness 2009Frank Striefler
here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/
big thank you to mark lewis & his team for putting together such a great conference.
also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
This is a talk given to my class on User Experience by Jen Ruffner, a Product Manager on the art of optimization.
It is critical for modern designers, product managers and start-up folks ot understand how to think about designing and executing tests.
How to create advocacy and conversation, Planning-ness 2009Frank Striefler
here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/
big thank you to mark lewis & his team for putting together such a great conference.
also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Presentation to the New Frontiers Entrepreneurs - Nov 2015Raomal Perera
New Frontiers Networking event - Nov 2015. Presentation on Lean Startup.
Tweets:
Great talk yesterday by @raomal on the Lean Startup #NewFrontiersNetEvent
@raomal Thank u for yesterday @EI_NewFrontiers #NewFrontiersNetEvent .
Great talk by @raomal on #leanstartup Always good to step back and sense check your approach #NewFrontiersNetEvent
Great talk by @raomal "vision, passion & integrity" are key in a #startup! #NewFrontiersNetEvent #WeSavvy
@EI_NewFrontiers #NewFrontiersNetEvent @raomal great advice from raomal perrera never underestimate the power of networking
@raomal 'entrepreneurs aren't RISK TAKERS. They r people who figure out a way to MITIGATE THE RISK, then go for it'! #NewFrontiersNetEvent
"Understand what the problem is before you attempt to solve it" - @raomal #NewFrontiersNetEvent #startup #networking
@owletbabycare 'Are we really creating value for our customers?' @raomal ...#newfrontiersnetevent We sure are! #hiprotein #beefsnack
@raomal ...'your user is not always your customer'...#newfrontiersnetevent
The #NewFrontiers cohort engaged with @raomal's presentation #NewFrontiersNetEvent #leanstartup #networking @Entirl
@raomal To get the answers you are looking for! You need to know your problem. @Newfrontiersnw @EI_NewFrontiers
@raomal talks lean startup @EI_NewFrontiers #NewFrontiersNetEvent
Entrepreneur and Educator Raomal Perera now speaking at the #NewFrontiersNetEvent @EI_NewFrontiers @raomal
@EI_NewFrontiers #NewFrontiersNetEvent @raomal great to hear raomal perrera at the podium. He owes much of his success to Ent Irl
@raomal takes to the floor to discuss his successes with #LeanStartups #NewFrontiersNetEvent #Networking @Entirl
Very excited to have @raomal with us today at the #NewFrontiersNetEvent! #startup #networking @Entirl
How to build a startup SLASSSCOM Talk Aug 2015Raomal Perera
An introduction on how to build a startup using lean techniques. The talk was hosted by SLASSCOM and sponsored by Virtusa, Regus Sri Lanka and Pick Me.
Presentation to the New Frontiers Entrepreneurs - Nov 2015Raomal Perera
New Frontiers Networking event - Nov 2015. Presentation on Lean Startup.
Tweets:
Great talk yesterday by @raomal on the Lean Startup #NewFrontiersNetEvent
@raomal Thank u for yesterday @EI_NewFrontiers #NewFrontiersNetEvent .
Great talk by @raomal on #leanstartup Always good to step back and sense check your approach #NewFrontiersNetEvent
Great talk by @raomal "vision, passion & integrity" are key in a #startup! #NewFrontiersNetEvent #WeSavvy
@EI_NewFrontiers #NewFrontiersNetEvent @raomal great advice from raomal perrera never underestimate the power of networking
@raomal 'entrepreneurs aren't RISK TAKERS. They r people who figure out a way to MITIGATE THE RISK, then go for it'! #NewFrontiersNetEvent
"Understand what the problem is before you attempt to solve it" - @raomal #NewFrontiersNetEvent #startup #networking
@owletbabycare 'Are we really creating value for our customers?' @raomal ...#newfrontiersnetevent We sure are! #hiprotein #beefsnack
@raomal ...'your user is not always your customer'...#newfrontiersnetevent
The #NewFrontiers cohort engaged with @raomal's presentation #NewFrontiersNetEvent #leanstartup #networking @Entirl
@raomal To get the answers you are looking for! You need to know your problem. @Newfrontiersnw @EI_NewFrontiers
@raomal talks lean startup @EI_NewFrontiers #NewFrontiersNetEvent
Entrepreneur and Educator Raomal Perera now speaking at the #NewFrontiersNetEvent @EI_NewFrontiers @raomal
@EI_NewFrontiers #NewFrontiersNetEvent @raomal great to hear raomal perrera at the podium. He owes much of his success to Ent Irl
@raomal takes to the floor to discuss his successes with #LeanStartups #NewFrontiersNetEvent #Networking @Entirl
Very excited to have @raomal with us today at the #NewFrontiersNetEvent! #startup #networking @Entirl
How to build a startup SLASSSCOM Talk Aug 2015Raomal Perera
An introduction on how to build a startup using lean techniques. The talk was hosted by SLASSCOM and sponsored by Virtusa, Regus Sri Lanka and Pick Me.
Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics - this is particularly the case when it comes to the digital space. Guided by short-term data and metrics, we often jump to so-called efficient solutions, before even having a clear picture on what our positioning is or who we should be targeting. This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.
Lean Startup & Corporate Innovation Strategies - April 2015Kevin Shutta
Intro to Lean Startup and insight into the barriers and strategies for corporate innovation. Corporate Innovation inspired by Trevor Owens, CEO of Lean Startup Machine.
Why you’re a Brand Shaper (knowingly or not) and what you can do about itRupert Platz
Held at IxDA Berlin, Nov 19 //
What do you feel when you hear the B-word?
The term „brand” often translates to us designers as “annoying regulations from the marketing department” or “some generic Powerpoint voodoo before we get to the real thing”.
But most of all, as Marty Neumeier put it, a brand is „a person‘s gut feeling about a product, a service, or an organization“. A gut feeling that will affect this person’s decisions and actions. That’s why organizations care about their brand and try to influence how people feel about them.
Now trying to influence people’s gut feelings about a product or service is something we’re quite familiar with – we call it “Experience Design”. That’s why we shouldn’t leave the task of caring about the brand to marketers alone and just grudgingly follow their style guides. The interactive products and services we design will influence our user’s brand perception more profoundly than award-winning campaigns or fancy image videos can.
So if brands are such a big deal and we’re all at least co-shapers of brand perceptions – deliberately or not -, why does the B-word almost never appear in our UX discussions and frameworks? In this talk, I’d like to share my ideas on how we can leverage the brand perspective to make sound design decisions and create better experiences.
This is a broad set of thinking and tools to help entrepreneurs and innovators. I've taken the best practices of companies like Amazon, Apple and Google and decoded their approach.
You'll find frameworks and tools across the four areas (4P's) of innovation;
People
Product
Profit
Promotion
"Innovation + Marketing: Two Essential Tools of Modern Business"
by Mike Parsons, Qualitance
In 1954 Peter Drucker, famous business author, said: “…the business enterprise has two–and only two–basic functions: marketing and innovation.“
Today, 63 years later, this has never been truer. Discover how product innovation drives growth and how modern marketing practices are binding brands and customers together.
Mike Parsons, Chief Innovation Officer at QUALITANCE will take you through a journey of ideas and practical advice to help you unlock the two essential weapons of modern business.
Over the last 20 years, Mike has developed breakthrough products for IKEA, Virgin, Levi’s and Nike. During his time on Madison Avenue, he created award-winning campaigns for Xbox, VW, and Hasbro.
Customer Discovery within Lean LaunchPad augmented with a select number of design research tools speeds up deep empathy, and expands student and founder understanding of the core, deep-rooted unmet needs they are trying to solve.
Tips for Building a Compelling Product Vision by Amazon Sr PMProduct School
- The key elements of a compelling product vision, what’s important and what’s not
- How to come up with a compelling product vision without relying on luck or magic
- How to use a product vision as a mechanism to guide your team
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
3. Instead
of
recommending,
people
will
think
twice
about
how
people
will
perceive
it
(that
they
got
paid
to
recommend)
NegaIve
WOM
–
product
is
bad
enough
they
have
to
PAY
people
to
recommend
it
Loyal
talker
–
feels
insulted
Mutual
benefit
–
sugarsync
Krispy
Kreme
–
no
one
tells
their
friends
about
something
they
can
buy
at
a
gas
staIon
Krispy
Kreme
–
hot,
gooey
donuts
(“HOT
NOW”
sign)
then
they
tried
to
make
them
as
common
as
Dunkin
Donuts.
Cold
and
on
every
store
shelf.
“No
one
tells
their
friends
about
food
you
can
buy
in
a
gas
staIon.”
33
5. Regular
people
New
customers
–
excited
Rabid
fans
Bloggers
who
cover
your
topic
NOT
–
trendseWers,
celebriIes,
journalists
(bellhops,
cabbies
and
office
computer
gurus
do
far
more
talking
day
aZer
day)
35
6. No
one
will
say
“low-‐cost,
high-‐personality
service
model
with
an
efficient
structure
and
dedicaIon
to
customers
that
results
in
quality
service“
But
they
will
say,
“Hey,
JetBlue
has
TV!”
Commerce
Bank
–
change-‐counIng
machine
JetBlue
–
onboard
TVs
(no
they’re
nothing
special)
36
11. Will
be
caught
if
they
try
(too
easy
to
tell)
–
when
they
do,
BAD
situaIon
(aWacks)
all
posiIve
WOM
lost
and
replaced
Fake
idenIIes,
fake
reviews,
disguises
WOM
doesn’t
work
without
trust
Yelp
–
sniffs
out
fake
reviews
Chik-‐fil-‐a
–
rumor
that
they
created
a
fake
customer
account
to
respond
to
the
backlash
about
their
stance
on
gay
marriage
41
12. IdenIfy
who
you
are
and
what
you
stand
for
Sony
–
busted
for
sending
out
actors
to
pose
as
tourists
showing
off
their
new
cameras
(people
got
angry)
Instead,
create
a
Sony
VIP
Tester
program
–
true
camera
junkies,
send
them
a
loaner
camera
and
swag
(genuine
passion,
credibility,
proud
and
happy
to
disclose
affiliaIon)
42
16. Salesperson
standing
next
to
every
product
in
every
store
(or
checkout
lane)
is
like
having
reviews
placed
next
to
“add
to
cart”
or
“checkout”
buWons
on
website
Example
–
cable
company
(search
results
are
company
website,
ads,
news
arIcles,
blogs,
online
reviews
Thousands
of
websites
for
every
one
tradiIonal
newspaper
or
magazine)
More
independent,
individual
voices
than
professional
journalists
Travel
faster
because
there
are
more,
easier
and
quick
to
access
and
FREE
46
17. Jeff
Swartz,
who
is
the
President
and
CEO
of
the
Timberland
Company,
is
a
great
example
of
this.
Swartz
uses
his
TwiWer
account
to
show
his
personality
by
tweeIng
about
his
life
and
the
social
issues
he
is
passionate
about,
rather
than
the
shoes
his
company
makes.
He
also
links
from
his
TwiWer
bio
to
Timberland’s
Earthkeeper
project
that
supports
environmental
awareness,
rather
than
to
the
company
homepage,
in
an
effort
to
make
a
connecIon
with
people
around
something
that
goes
beyond
just
the
products
Timberland
sells.
John
Nack,
the
Principal
Product
Manager
for
Photoshop
at
Adobe,
offers
another
great
example.
Adobe
is
a
company
that
smartly
encourages
and
provides
the
means
for
their
employees
to
blog,
and
anyone
who
reads
Nack’s
blog
will
noIce
that
Adobe
doesn’t
put
many
restricIons
on
what
people
write
about.
Nack’s
blog
is
focused
almost
exclusively
on
his
area
of
interest
—
graphic
design
and
photo
manipulaIon
—
but
he
doesn’t
post
solely
about
Adobe
products.
Many
of
the
interesIng
art
projects
and
arIcles
he
links
to
have
nothing
to
do
with
Adobe
and
some
may
even
have
been
created
using
soZware
from
compeIng
companies.
Forget
the
unified
company
image,
give
staff
the
freedom
to
be
themselves,
and
trust
that
the
relaIonships
that
they
build
will
help
the
company
in
the
long
run.
47
18. Not
what
your
ads
say,
or
your
brand
statement,
or
what
you
wish
your
company
to
be
–
what
you
actually
deliver
Key
quesIon
–
what
will
people
say
aZer
using
you?
Consider
how
you
allocate
money
–
ads
vs.
customer
service
Match
and
they’ll
keep
coming
back
48
20. Examples
–
negaIve
reviews
(soluIon
to
polluIon
–
diluIon)
Replace
the
upset
customer,
broken
product,
negaIve
review
on
msg
board,
service
rep
having
a
bad
day
with
the
wonderful
product,
staffer
who
went
the
extra
mile,
the
problem
solved,
the
complaint
answered
Examples
–
pracIcally
speaking
(moment
of
saIsfacIon
–
direcIon,
nudge),
most
of
the
Ime
they
just
want
to
be
heard
Good,
bad,
but
not
the
ugly
Usual
objecIon
to
social
media
–
but
you’d
prefer
to
have
them
say
it
on
your
home
base,
prefer
to
be
in
a
posiIon
to
find
and
fix
it
Case
study
from
last
class
–
Yelp
review
for
hotel
chain
50
21. Care
Center
–
emergency
vet
in
Blue
Ash,
high-‐stress
environment
(polarizing),
negaIve
ones
that
go
public,
plan
to
drown
them
out
Reac%ve:
Google
alerts
NoIfy
Sarah
Tiltman
immediately
Sarah
works
with
Jessica
Brotherton
to
understand
the
client’s
situaIon
Sarah
consults
with
Doug
Hoffman
to
develop
a
brief
response
(whether
posiIve
or
negaIve)
Sarah
emails
MaWhew
Dooley
with
the
response
MaWhew
posts
the
response
online
(with
an
applicable
edits),
documents
the
post/
response
and
URL
in
Excel,
then
marks
the
calendar
for
follow-‐up
Proac%ve
keys:
To
develop
the
habit
from
Care
Center
staff
To
encourage
the
client
at
the
moment
of
their
saIsfacIon
(e.g.
picking
up
their
pet)
To
make
it
as
easy
as
possible
for
the
client
to
post
the
review
(e.g.
clear
instrucIons)
51
24. Reviews
–
go
up
instantly
and
they
never
go
away
Hotels
and
airlines
Yours
is
a
Very
Bad
Hotel
–
DoubleTree
(millions
of
people
have
seen
this
PP
pres)
54
26. 1
–
ad
pops
up
next
to
compeItor
ads
along
with
regular
search
results
that
show
negaIve
reviews/blogs
that
DIRECT
people
to
click
on
the
compeItor
stuff
2
–
negaIve
reviews
and
spirals
out
of
control
because
no
prep
toward
WOM
3
–
1%
click-‐throughs
+
10%
closed
=
1,000
new
customers.
BUT
10,000
people
don’t
remember
opIng
in
(decided
to
never
buy
and
they
tell
five
friends,
some
of
whom
were
current
customers
who
then
tell
their
friends)
=
lost
prospects
FOREVER
Another
example
–
outsourced
customer
service
(DELL)
–
first
call
resoluIon
is
MOST
important
(otherwise
a
markeIng
disaster)
ReputaIon
has
real
value
56
27. 1
–
lowers
average
cost
of
new
business
2
–
promoIon
doesn’t
cost
a
thing
3
–
WOM
supports
your
ads
messages
4
–
WOM
helps
them
close
more
leads
5
–
free
prospects
from
referrals
6
–
less
calls
from
public
Q&A/problems
solved
7
–
beWer
rep
from
permanenet,
public
recos
57