Listening To Your Audience

How to Turn Brand Haters Into Evangelists

Nikki Fica

CEO/Founder, Social Media Facelift. LLC

SMX Social Media Conference 2014 (#smx #13A)

Meet Nikki Fica

CEO, Founder of Social Media Facelift. LLC

@NikkiFica

@SM_Facelift

Hate is a BIG word

HATE

Who are your haters?

Someone unsatisfied with prior services

Competitors

Jealous peopleNegative people

Who are your haters?

Who are the evangelists?

Current consumers

Friends and Family

Future consumers

People you haven’t reached

out to yet

Who are the evangelists?

Bringing it back to grade school

• Who? Are they a new user? Are they a previous consumer?

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?

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?

Bringing it back to grade school

• Where?

• What social media platforms did they reach out through? Was it public or private?

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?

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?

Are they worth it?

Remember this saying…

L = Listen

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!

A = Acknowledge

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

S = Solve

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!

T = Thank

T = Thank • Thank them for bringing the matter to your attention

• Encourage them to like/follow your page

• Thank them for continued service

Follow Up

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

Thank you!

Keep in touch!

@NikkiFica