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How to Join Conversations About Your Brand, presented by Jason Duty

PRESENTED BY: Jason Duty, Director of Global Social Outreach Services at Dell RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012

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Engaging in
Conversations
about Your Brand
Jason Duty
Dell Inc
It’s Not the Wild West; It’s the Blob




    Learning Objectives for this session
    • Getting Started
    • Assessing Engagement Opportunities
    • Best Practices
2    Confidential                          Global Marketing
Getting
        Started




3   Confidential   Global Marketing
First, Read the Thread: Understanding Context
and Rules of the Road




                                                           Image courtesy of elitistjerks.com

Tips & Best Practices for Getting Started
•     “Listen” (read) & understand context and community including TOS/TOU
•     Remember that real conversations are two-way (at a minimum)
•     When building/joining communities, find the most valuable ones
•     Think before you post, but always be yourself
•     Remember: The internet never forgets

4   Confidential                                                 Global Marketing
Big Brother is Watching: Disclosure
• Transparency is important
• FCC requires disclosure
  of an author’s affiliation
  with a brand when
  discussing the brand
• Include disclosure in your
  Twitter profile.
• Disclose in each post for
  other platforms




                         Image courtesy of michaellouiscalvillo.com
5   Confidential                                                      Global Marketing
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How to Join Conversations About Your Brand, presented by Jason Duty

  • 1. HwtJi o oo n Cne aos bu ovr tn Aot si YuB n orr d a M ri a! o ds ee Jsn ao w r foto o o u .g dm hr Dt uy
  • 2. Engaging in Conversations about Your Brand Jason Duty Dell Inc
  • 3. It’s Not the Wild West; It’s the Blob Learning Objectives for this session • Getting Started • Assessing Engagement Opportunities • Best Practices 2 Confidential Global Marketing
  • 4. Getting Started 3 Confidential Global Marketing
  • 5. First, Read the Thread: Understanding Context and Rules of the Road Image courtesy of elitistjerks.com Tips & Best Practices for Getting Started • “Listen” (read) & understand context and community including TOS/TOU • Remember that real conversations are two-way (at a minimum) • When building/joining communities, find the most valuable ones • Think before you post, but always be yourself • Remember: The internet never forgets 4 Confidential Global Marketing
  • 6. Big Brother is Watching: Disclosure • Transparency is important • FCC requires disclosure of an author’s affiliation with a brand when discussing the brand • Include disclosure in your Twitter profile. • Disclose in each post for other platforms Image courtesy of michaellouiscalvillo.com 5 Confidential Global Marketing
  • 7. Engaging 6 Confidential Global Marketing
  • 8. Holy %$@#! Someone Just Mentioned Us How to assess and evaluate engaging in a conversation Misguide Unhappy Positive Question Trolls Agreeable, Poster seeks Rants, ridicule or d Negative Factual errors in customer truthful post additional info demands the post experience Reach Monitor Fix the Restore Offer Avoid facts Call in your out responding and customer Engage w/ Answers look for Respond with factual support positive posters comments resources information Response Final Evaluation Consideration: Base response on present -Influence Responding info, site influence and -Timeliness customer prominence -Transparency -Tone -Sourcing Media and Community Social
  • 9. They Don’t Hate You, They Just Need a Hug: Capitalizing on Turn-around Opportunities • When there’s been a mistake, problem, etc, surprise a customer with something unexpectedly awesome 8 Confidential Global Marketing
  • 10. Other Best Practices 9 Confidential Global Marketing
  • 11. It’s About the People • Interact with customers in existing discussions & sometimes create your own • When customers comment, acknowledge them • Reward an individual for participation by publically thanking them • Resist the temptation to flood your brand’s wall, feed, etc. with transactional messages • Share posts/links you find interesting 10 Confidential Global Marketing
  • 12. The Robots Will Kill Us All • If you haven’t been asked already, at some point you will… • “Is this a real person?” • Tips to avoid – Be personable – Avoid using scripts / marketing language – Mix biz and common interests posts – Use multi-media Image courtesy of theoldrobots.com 11 Confidential Global Marketing
  • 13. Questions? 12 Confidential Global Marketing
  • 14. Fr o g ai a o om r r t es n ee d w rom u ,it o f ot vi d h s w w o o oto w . r f u .g w d m hr M ri a! o ds ee w r foto o o u .g dm hr