Nikki Fica, CEO of Social Media Facelift, discusses strategies to convert brand haters into evangelists by understanding their concerns and responding effectively. She emphasizes the importance of listening, acknowledging feedback, solving issues, and expressing gratitude to foster positive relationships. The presentation highlights the need for patience and consistent engagement to build trust and transform negative sentiments into brand loyalty.

1. How to Turn Brand
Haters Into Evangelists
Nikki Fica
CEO/Founder, Social Media Facelift. LLC
SMX Social Media Conference 2014 (#smx #13A)

2. Meet Nikki Fica
CEO, Founder of Social Media Facelift. LLC
@NikkiFica
@SM_Facelift

3. Hate is a BIG word
HATE

4. Who are your haters?
Someone
unsatisfied with
prior services
Competitors
Jealous people
Negative
people

5. Who are your haters?

6. Who are the evangelists?
Current
consumers
Friends and
Family
Future
consumers
People you
haven’t reached
out to yet

7. Who are the evangelists?

8. Bringing it back to grade school
• Who?
 Are they a new user? Are they a previous consumer?

9. Bringing it back to grade school
• Who?
 Are they a new user? Are they a previous consumer?
• What?
 What did they say? What was the context?

10. Bringing it back to grade school
• Who?
 Are they a new user? Are they a previous consumer?
• What?
 What did they say? What was the context?
• When?
 Did they reach out recently? Is this a pending matter?

11. Bringing it back to grade school
• Where?
• What social media platforms did they reach out through? Was it public
or private?

12. Bringing it back to grade school
• Where?
• What social media platforms did they reach out through? Was it public
or private?
• Why?
 What was their reasoning? Do they want something out of it?

13. Bringing it back to grade school
• Where?
• What social media platforms did they reach out through? Was it public
or private?
• Why?
 What was their reasoning? Do they want something out of it?
• How?
 How do you plan to respond?

14. Are they worth it?

15. Remember this saying…

16. L = Listen

17. L = Listen
• Use social listening tools
 TweetDeck, Mention, BuzzSumo, Google Alerts, spiderQube, and
many more
• Go above and beyond – search relatable terms,
misspellings, hashtags
• Research!

18. A = Acknowledge

19. A = Acknowledge
• Be quick and responsive
• Provide outstanding customer service
• If you cannot solve the problem right away, let them know
you will get the answer promptly

20. S = Solve

21. S = Solve
• Online or offline?
 Weigh their temperature
• Listen before answering
• Be accountable
• Use psychology – what do they want out of this?
 To be acknowledged
 To bring it to your attention
 To get freebies/something out of it
 Ulterior motives
 Nothing
• YOU CAN’T MAKE EVERYONE HAPPY!

22. T = Thank

23. T = Thank
• Thank them for bringing the matter to your attention
• Encourage them to like/follow your page
• Thank them for continued service

24. Follow Up

25. Follow Up
• Be a leader
• Consistency
• Continued follow up
• Build trust
• Like/Retweet/Share
• Continued listening/engagement
• YOU MAY NOT BE ABLE TO BUILD AN EVANGELIST
OVERNIGHT – BE PATIENT

26. Thank you!
Keep in touch!
@NikkiFica