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Network Solutions engaging with its customers in the social media and developing a strategy to provide small businesses tools necessary to succeed is part of this presentation by Shashi Bellamkonda at Social Reputation Management conference in NYC organized by bdionline.com
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Building a Positive Image Online with Social Media: The Network
Solutions Experience
Presented by: Shashi BellamkondaSocial Media Swami, Network Solutions
Twitter: @shashib on behalf of @netsolcares
03.25.2010
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Help Network Solutions Social Swami support the March of the Dimes by drawing and voting in this fun contest . Details at
http://bit.ly/blrTKK
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Thank you for coming
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Steve did his homework well with great speakers
Great conference organized by http://www.Bdionline.com
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Online Reputation Before
Photo courtesy: http://matchstic.com/blog/wp-content/uploads/2009/06/bad-customer-service.jpg
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Traditional media usage is changing •92%) use
multiple platforms
•33% access news on their cell phones.
•28% of internet users have customized their home page
•37% of internet users have contributed to the creation of news http://www.pewinternet.org/Reports/2010/Online-News.aspx
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25% Small Business use social media presence – Doubled since last year
• Network Solutions – University of Maryland Small Business Success index http://growsmartbusiness.com
See the full study at http://www.GrowSmartBusiness.com
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Customers demand transparency
This guy wants to make sure the book and the DVD are saying the same
thing
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4 Point Social Media Strategy
Brand / Reputation Management
Connecting with Customers
Community Outreach
Get new business
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Social Media Implementation
2008
20092010
Changed negative online perceptions to neutral sentiment
Increased positive sentiment
Positioned as Small Business Thought Leader
Utilized social media beyond customer service
Leverage social media for market expansion and leadership
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Top Three Accomplishments
Enjoying a positive sentiment online compared to the negative mentions in 2008.
Shift in perception of Network Solutions® as not just a domain registrar but also a thought leader in small business growth.
Network Solutions is often referred to as a company that has effectively leveraged social media to maximize customer satisfaction.
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First Step: Listen
Team approach to response
Monitor using Radian6 and manual searches
Classify as crisis or not (>50 Technorati authority or 100 followers)
Classify as general issue or technical customer service
Engage in a variety of places
Blogs, Twitter, Online forums
Photo courtesy: http://bethnolastname.files.wordpress.com/2008/07/listen.jpg
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Step 2: Content Creation
Blogs
SolutionsArePower
Women Grow Business
Grow Smart Business
Unintentional Entrepreneur
Participation in industry events such as Twitterville
Small Business Success Index
GrowSmartBiz Webinars and Conference
Crisis Management Support
Rebrand
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Blogs: Effective Reputation Platform
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Manage Online Reputation via Offline Events
http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
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Change Online Perception
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Thought Leadership: GrowSmartBiz
Webinars (2)
Over 400+ attendees
20+ blog posts
250+ tweets via #growbiz and #growsmartbiz
ConferenceOver 400+ attendeesIncreased @GrowSmartBiz Twitter followers by 200 and counting75+ blog posts1,500+ Tweets2K+ Tweets with #growsmartbiz5K participants on livestream
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Maintaining Reputation Amidst Crisis
Created an online forum to provide information to merchants and customers.
Generated over 50+ blog posts, which Network Solutions team responded.
Applauded by many for use of social media in crisis management support.
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Step 3: From Listening to Acting
Listened to customer feedback
Rebranded website based on feedback
Created a social media advisory board
Used Twitter and blogs to market new rebrand
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Step 5: Training other advocates
Social Media
Blogging
Bookmarking
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Shift from High Negative to High Positive
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2009 IABC Gold Quill Award
Recognized for online reputation management
Listening to customers on social networks
Taking their feedback seriously
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What Does 2010 Hold?
Drive more unique visitors to the storefront
Blogger outreach highlighting Network Solutions product offerings and customer testimonials
Increase user generated content on “How did I benefit from Network solutions”
Strengthen Network Solutions’ brand identity as leader in Innovative Online Solutions
Online engagement
Training sessions
Events
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Basic Tips
Monitor your brand
Follow a few blogs/ answer questions on LinkedIn
Own your profiles in at least 3 social networks
Integrate social media into your traditional marketing efforts
Engagement metrics
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Thanks for all the great tweets
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Thank you
Shashi Bellamkonda [email protected]
Twitter: @shashib
Small Business Success Index : http://www.GrowSmartBusiness.com
Network Solutions Blog : http://blog.networksolutions.com
Women Entrepreneurs : http://www.WomenGrowBusiness.com
Fresh Entrepreneurs ; http://unintentionalentrepreneur.com
Millenials : http://whatsnextgeny.com
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