How can you maintain a brand online? With all the channels available, how can we strike the right balance between keeping a brand intact and developing meaningful dialogue with consumers. This slide show takes a look at how key principles taken from Dale Carnegie's book, How to Win Friends and Influence People can still be applied in the online world to create a great brand online.

1. The Chat Shop
Real people. Real conversations.
Maintaining a brand online through
engagement and dialogue
CIPR – The Wild Wild Web
Jonny Everett

2. The meaning of engagement
and dialogue
Engaging (adj) = interesting
Glance à Skim read à In depth à Sharing à Dialogue
Dialogue = conversation with 2 or more people
To be truly engaging and create dialogue that matters we must make brands remarkable

3. “Remarkability: The same bias toward art exists in the way
we choose which ideas we’ll share with our friends and
colleagues. No one talks about the boring, the predictable,
or the safe. We don’t risk interactions to spread the word
about something obvious or trite.”
- Seth Godin, The Icarus Deception

5. SIX WAYS TO MAKE PEOPLE LIKE YOU
PRINCIPLE 1
Become genuinely interested in other people.
PRINCIPLE 2
Smile.
PRINCIPLE 3
Remember that a person’s name is to that person the sweetest and most
important sound in any language.
PRINCIPLE 4
Be a good listener. Encourage others to talk about themselves.
PRINCIPLE 5
Talk in terms of the other person’s interests.
PRINCIPLE 6
Make the other person feel important – and do it sincerely.

6. SIX WAYS TO MAKE PEOPLE LIKE YOU
PRINCIPLE 1
Become genuinely interested in other people.
PRINCIPLE 2
Smile.
PRINCIPLE 3
Remember that a person’s name is to that person the sweetest and most
important sound in any language.
PRINCIPLE 4
Be a good listener. Encourage others to talk about themselves.
PRINCIPLE 5
Talk in terms of the other person’s interests.
PRINCIPLE 6
Make the other person feel important – and do it sincerely.

7. Encourage others to talk
about themselves

9. You no longer control the information your consumers access about your brand
You cannot shape their opinion from marketing alone
It is a total experience, influenced by others talking about your brand
Customers will be engaged in dialogue about your brand
It may be negative! How can brands deal with this?
You’ve lost control

10. The Chat Shop
Real people. Real conversations.
See Principle 2: Smile

12. How did they react?

14. Customer (@grahamcummings7):
"@O2 F**K You! Suck d**k in hell"

16. O2 response:
" Maybe later, got tweets to send"

17. Why’s it important to encourage
others to talk about themselves?
Business forecast to spend $214.3 BN on advertising in 2011
But…
Only 4% of Americans trust advertising the most as a source for product of
service information1
More than 60% of consumers are influenced by other consumers’ comments about
companies2
1. Zendesk
2. ClickFox

18. 93% see real-time help being beneficial during their online customer journey*
73% of customers are satisfied with Live Chat, compared with email and
telephone (both 61%)*
If you encourage your customers to talk about themselves, they’ll
help you maintain your brand online – for free!
And customers like tools that allow
them to talk about themselves!
*LivePerson

19. SIX WAYS TO MAKE PEOPLE LIKE YOU
PRINCIPLE 1
Become genuinely interested in other people.
PRINCIPLE 2
Smile.
PRINCIPLE 3
Remember that a person’s name is to that person the sweetest and most
important sound in any language.
PRINCIPLE 4
Be a good listener. Encourage others to talk about themselves.
PRINCIPLE 5
Talk in terms of the other person’s interests.
PRINCIPLE 6
Make the other person feel important – and do it sincerely.

24. What are customers’ interests?

25. Zendesk

26. Zendesk

27. Zendesk

28. Make your customers feel
like superheroes

29. How do you maintain a brand online?
So in summary

30. Encourage others to talk about themselves and
make it easy to do so
(smile when they’re nasty)

31. Talk in terms of the other person’s interests
Customers are interested in an incredible
customer experience

32. Maximise key brand experiences to create
great customer dialogue

33. The Chat Shop
Real people. Real conversations.
Thank You
(You lovely people you!)
@JonnyChats
www.thechatshop.co.uk