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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Listening To Your Audience. PRESENTATION: How to Turn Brand Haters Into Evangelists - Given by Nikki Fica, @NikkiFica of @SMFacelift. #SMX #13A
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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 people Negative 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