Engaging in Conversations about Your Brand Jason Duty Dell Inc

Global Marketing

It’s Not the Wild West; It’s the Blob

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Learning Objectives for this session • Getting Started • Assessing Engagement Opportunities • Best Practices

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Getting Started

Global Marketing

First, Read the Thread: Understanding Context and Rules of the Road

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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

Image courtesy of elitistjerks.com

Global Marketing

Image courtesy of michaellouiscalvillo.com

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

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Engaging

Social Media and Community

Trolls Rants, ridicule or

demands

Misguided

Factual errors in the post

Unhappy Negative customer

experience

Monitor Avoid

responding and look for

comments

Fix the facts

Respond with factual

information

Restore Call in your customer support

resources

Question Poster seeks

additional info

Reach out

Engage w/ positive posters

Positive Agreeable,

truthful post

Offer Answers

Holy %$@#! Someone Just Mentioned Us How to assess and evaluate engaging in a conversation

Final Evaluation Base response on present

info, site influence and customer prominence

Responding

Response Consideration: -Influence -Timeliness -Transparency -Tone -Sourcing

Global Marketing

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

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Other Best Practices

Global Marketing

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

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Global Marketing

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

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Image courtesy of theoldrobots.com

Global Marketing

Questions?

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