Class 2 ppt part 2

It’s about EMOTION Important – frequent flyer about the gold tag over the miles/rewards Helpful – Mac users

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Belong to community, part of a team or brand Harley Davidson Nikon

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Instead of recommending, people will think twice about how people will perceive it (that they got paid to recommend) NegaIve WOM – product is bad enough they have to PAY people to recommend it Loyal talker – feels insulted Mutual benefit – sugarsync Krispy Kreme – no one tells their friends about something they can buy at a gas staIon Krispy Kreme – hot, gooey donuts (“HOT NOW” sign) then they tried to make them as common as Dunkin Donuts. Cold and on every store shelf. “No one tells their friends about food you can buy in a gas staIon.”

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Regular people New customers – excited Rabid fans Bloggers who cover your topic NOT – trendseWers, celebriIes, journalists (bellhops, cabbies and office computer gurus do far more talking day aZer day)

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No one will say “low-‐cost, high-‐personality service model with an efficient structure and dedicaIon to customers that results in quality service“ But they will say, “Hey, JetBlue has TV!” Commerce Bank – change-‐counIng machine JetBlue – onboard TVs (no they’re nothing special)

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Tools comes 3rd – not first

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Will be caught if they try (too easy to tell) – when they do, BAD situaIon (aWacks) all posiIve WOM lost and replaced Fake idenIIes, fake reviews, disguises WOM doesn’t work without trust Yelp – sniffs out fake reviews Chik-‐fil-‐a – rumor that they created a fake customer account to respond to the backlash about their stance on gay marriage

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IdenIfy who you are and what you stand for Sony – busted for sending out actors to pose as tourists showing off their new cameras (people got angry) Instead, create a Sony VIP Tester program – true camera junkies, send them a loaner camera and swag (genuine passion, credibility, proud and happy to disclose affiliaIon)

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Salesperson standing next to every product in every store (or checkout lane) is like having reviews placed next to “add to cart” or “checkout” buWons on website Example – cable company (search results are company website, ads, news arIcles, blogs, online reviews Thousands of websites for every one tradiIonal newspaper or magazine) More independent, individual voices than professional journalists Travel faster because there are more, easier and quick to access and FREE

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Jeff Swartz, who is the President and CEO of the Timberland Company, is a great example of this. Swartz uses his TwiWer account to show his personality by tweeIng about his life and the social issues he is passionate about, rather than the shoes his company makes. He also links from his TwiWer bio to Timberland’s Earthkeeper project that supports environmental awareness, rather than to the company homepage, in an effort to make a connecIon with people around something that goes beyond just the products Timberland sells. John Nack, the Principal Product Manager for Photoshop at Adobe, offers another great example. Adobe is a company that smartly encourages and provides the means for their employees to blog, and anyone who reads Nack’s blog will noIce that Adobe doesn’t put many restricIons on what people write about. Nack’s blog is focused almost exclusively on his area of interest — graphic design and photo manipulaIon — but he doesn’t post solely about Adobe products. Many of the interesIng art projects and arIcles he links to have nothing to do with Adobe and some may even have been created using soZware from compeIng companies. Forget the unified company image, give staff the freedom to be themselves, and trust that the relaIonships that they build will help the company in the long run.

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Not what your ads say, or your brand statement, or what you wish your company to be – what you actually deliver Key quesIon – what will people say aZer using you? Consider how you allocate money – ads vs. customer service Match and they’ll keep coming back

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Examples – negaIve reviews (soluIon to polluIon – diluIon) Replace the upset customer, broken product, negaIve review on msg board, service rep having a bad day with the wonderful product, staffer who went the extra mile, the problem solved, the complaint answered Examples – pracIcally speaking (moment of saIsfacIon – direcIon, nudge), most of the Ime they just want to be heard

Good, bad, but not the ugly Usual objecIon to social media – but you’d prefer to have them say it on your home base, prefer to be in a posiIon to find and fix it Case study from last class – Yelp review for hotel chain

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Care Center – emergency vet in Blue Ash, high-‐stress environment (polarizing), negaIve ones that go public, plan to drown them out Reac%ve: Google alerts NoIfy Sarah Tiltman immediately Sarah works with Jessica Brotherton to understand the client’s situaIon Sarah consults with Doug Hoffman to develop a brief response (whether posiIve or negaIve) Sarah emails MaWhew Dooley with the response MaWhew posts the response online (with an applicable edits), documents the post/response and URL in Excel, then marks the calendar for follow-‐up

Proac%ve keys: To develop the habit from Care Center staff To encourage the client at the moment of their saIsfacIon (e.g. picking up their pet) To make it as easy as possible for the client to post the review (e.g. clear instrucIons)

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EffecIve tacIc -‐ don’t take yourself too seriously

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BeWer markeIng because it’s more honest

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Reviews – go up instantly and they never go away Hotels and airlines Yours is a Very Bad Hotel – DoubleTree (millions of people have seen this PP pres)

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Click the image for a link to the video

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1 – ad pops up next to compeItor ads along with regular search results that show negaIve reviews/blogs that DIRECT people to click on the compeItor stuff 2 – negaIve reviews and spirals out of control because no prep toward WOM 3 – 1% click-‐throughs + 10% closed = 1,000 new customers. BUT 10,000 people don’t remember opIng in (decided to never buy and they tell five friends, some of whom were current customers who then tell their friends) = lost prospects FOREVER

Another example – outsourced customer service (DELL) – first call resoluIon is MOST important (otherwise a markeIng disaster)

ReputaIon has real value

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1 – lowers average cost of new business 2 – promoIon doesn’t cost a thing 3 – WOM supports your ads messages 4 – WOM helps them close more leads 5 – free prospects from referrals 6 – less calls from public Q&A/problems solved 7 – beWer rep from permanenet, public recos

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Class 2 ppt part 2

Technology

Transcript of Class 2 ppt part 2