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SNCR Award-Winning Case Study: "Best Practices for
Online Reputation Management"
Presented by Shashi Bellamkonda Director Social
Media – Network Solutions aka Social Media Swami
02/21/15
2. ©2011 Network Solutions, LLC
Network Solutions- Enabling Small Businesses Success
Aspiring
Entrepreneur
Aspiring
Entrepreneur
New
Business
New
Business
Growing
Business
Growing
Business
• Local Search Visibility
• SEO
• Managed PPC
• Press Release
• Email Marketing
• SMS Marketing
Identity
Domain | Email
Presence
Profile | Site | Store | Blog
Visibility
Local | Directories | Org Search
Marketing
Email | Paid Search | Press Release
Security
Trust | Encryption | Assurance
Back-Office Apps (SaaS)
Financials | Customer | Collaboration
• SSL Certificates
• Vulnerability Scans
• Assurance Seals
Aspiring Entrepreneur
Starting Small Business
Mature Small Business
3. ©2011 Network Solutions, LLC 3
Our Objective: Win Favor from the Public
Customer Objective
-Easy to do business with
-Quick Resolutions
-More purchases
Financial Objective
-Save customer service
costs
-New customers at
lower costs
Marketing Objective
- Build new audience
for Network Solutions
Branding Objective
- Build brand value for
Network Solutions
4. ©2011 Network Solutions, LLC 4
4 Point Social Media Strategy
Brand / Reputation Management
Connecting with Customers
Community Outreach
Get new business
5. ©2011 Network Solutions, LLC 5
Service Providers Challenge
More than one million viruses wreaking havoc on the
internet for both businesses and at-home users alike
(Computerworld.com)
Hosting providers faced with security threats that were
proactively mitigated, but still posed a threat to the online
reputation.
Hosting providers are constantly on alert, combating these
threats
Customers voice their discontent on social networks and
open online forums
Recognize the need to bolster positive online sentiment
beyond reactive crisis mitigation
6. ©2011 Network Solutions, LLC 6
Mitigation Tactics
Take steps to proactively foster ongoing positive
conversations around the Network Solutions brand
Communicating with customers using social media channels
Answering customer complaints about security issues on
Twitter, blogs and public forums
Move fast and respond quickly to customer complaints, by
posting updates on their blog and via Twitter and Facebook
Reaching out reporters and bloggers who were covering the
issues
7. ©2011 Network Solutions, LLC 7
Key initiatives to generate favorable brand
impressions
Sponsored the Small Business Success Index (SBSI)
The SBSI is a survey and report that assesses the current state of the
U.S. small business, positioning Network Solutions as a small business
authority and ally.
Hosted the very first GrowSmartBiz conference
The first event of its kind in the DC area, Network Solutions hosted the
GrowSmartBiz conference in September 2009 to help the small business
community to learn first hand from experts in key areas of small
business growth and development.
Continue Influencer and Community Outreach
Conference participation, grassroots events
Social Advisory Borad
Communit y Blogs
8. ©2011 Network Solutions, LLC 8
The Network Solutions Listening Post
Tools
Search
Teams Game Plan
Twitter/ Facebook
Customer Service
PR/Social Media
response to alerts
Respond to calls
for help in forums,
blogs, comments
Brickbats and
Bouquets
The Network Solutions social media SWAT team worked around the clock, monitoring and responding in real time,
and answering user questions across major social networks
9. ©2011 Network Solutions, LLC 9
Blogs = new audience
Organic traffic
Link back
Guest posts
Foster community
Conversation
Useful for crisis response
Community Building Through Content
Resource tip: http://www.contentrulesbook.com/ Ann Handley & CC Chapman
10. ©2011 Network Solutions, LLC 10
Small Business Success Index
The SBSI is a survey and report that assesses the current state of the U.S. small
business, positioning Network Solutions as a small business authority and ally
Sponsored in conjunction with the Robert H. Smith School of Business, the survey
offers insight to the future of small businesses, helping them plan for their
futures and assess their current needs
The Small Business Success Index (SBSI) was released in February 2010
announcing the state of U.S. small business and its performance in the following
six key dimensions:
Capital Access
Marketing & Innovation
Workforce
Customer Service
Computer Technology
Compliance
Network Solutions and CRT/tanaka developed a targeted promotion plan to
generate media mentions online
11. ©2011 Network Solutions, LLC 11
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.
12. ©2011 Network Solutions, LLC 12
Leveraging the Network Solutions Social Media
Advisory Board
Advisory Board.
Comprised
influential bloggers
Advisory Board
served as advisors
for the company to
strengthen Network
Solutions image
online
Helped spread the
word of Network
Solutions Small
Business efforts
12
13. ©2011 Network Solutions, LLC 13
Influencer Outreach / Brand Efforts
13
• GrowSmartBiz Conference and event outreach has
helped establish Network Solutions Small Business
thought leadership
• Only 8% of people we engage in conferences are
customers
• Customers who attend our conferences/ engage
with us have a high per year ticket price
• Influencers have stopped talking about us negatively
and started liking us
• Conferences generate inbound links and inc revenue
• 500 small business attended the GrowSmartBiz
conference
14. ©2011 Network Solutions, LLC 14
Manage Online Reputation via Offline Events
http://www.flickr.com/photos/kyeung808
/3851709164/sizes/l/
20. ©2011 Network Solutions, LLC 20
Awards and Peer Recognition
2008 & 2010: Excellence in Online Reputation
Management
Society for New Communications Research (SNCR) 2010
Excellence in New Communications Award.
Prestigious awards program honoring corporations that are
pioneering the use of social media and Internet
communications technologies (ICT).
Award is testament to Network Solutions’ high positive online
sentiment from entrepreneurs and small businesses for
providing resources and tools to advance their businesses in
a tough economy.
2009 & 2011 Washingtonian 100 Tech Titan’s
List for Community Leadership
20
21. ©2011 Network Solutions, LLC 21
Social Media Biggest ROI:
Online Reputation @ 72% Positive/Neutral
• NetSol maintains 72% positive/neutral
sentiment
• Negative mentions were
mitigated by proactive
commenting, especially during
the hacking crisis.
• Network Solutions community
engagement and social activities
generated organic positive
mentions.
• Speaking engagements, SBSI-3 and
the GrowSmartBusiness conference
increased positive mentions.
21
22. ©2011 Network Solutions, LLC 22
Quantitative Results: Small Business Success
Index
Press release pick-ups- More than 52 sources picked up the
press release within the first week of distribution
Total blog posts/mentions: 65
Podcast interviews- 350 total views
Blogs- Top tier feature coverage included
Allbusiness (1.8 million unique monthly visitors)
Mediabistro.com (26.8 thousand unique monthly visitors)
ITBusiness Edge (17.9 thousand unique monthly visitors)
eMarketer (13.3 thousand unique monthly visitors)
Marketing Pilgrim (8.9 thousand UMV)
23. ©2011 Network Solutions, LLC 23
Results : Network Solutions SBSI tweet chat
with Anita Campbell
The GrowSmartBiz URL reached 84,060 people via 32 tweets
302 unique visits to the site on the day of the tweet chat
February 23, 2010
Overall Tweet Chat Results:
More than 1,676 tweets included the #sbbuzz hashtag
More than 200 participants
Top influencers participated including:
Moderator: Anita Campbell, 40,000+ followers on Twitter
Richard McLaughlin, consultant from Paris, 38,000+ followers on
Twitter
John Lawson of 3rd
Power, 18,000+ followers on Twitter
Mack Collier, #blogchat Founder, 16,000+ followers
24. ©2011 Network Solutions, LLC 24
GrowSmartBiz Conference Results
More than 400 attendees took a whole day off to join the
Network Solutions GrowSmartBiz conference.
Livestream- 5,025 unique visitors joined the conference via
Livestream. The conference was viewed online by unique
visitors from Italy, France, UK, Germany and Canada.
Twitter- @GrowSmartBiz Twitter handle following increased
by over 250 followers
#GrowSmartBiz hashtag mentioned 2,000 times over an
eight hour period on the day of the conference
Blogs- More than 50 feature articles, including 30 pre-event
posts and 27 post-event posts
Influential Blogs pick-ups included Mashable,
Allbusiness.com, Direct2Dell
25. ©2011 Network Solutions, LLC 25
Qualitative Results
Then came the GrowSmartBiz conference and by then I
realized (yes, it took a while!) – Network Solutions isn’t just
a domain registrar. They are a complete resource for small
businesses – online and offline.
Jenn Consalvo of Techcocktail
I've just returned from the Grow Smart Biz Conference
sponsored by Network Solutions, and while I did play a small
role by giving a presentation on what it takes to be an
entrepreneurial leader, I learned a lot from the other
speakers
Rieva Lesonsky - Allbusiness.com
26. ©2011 Network Solutions, LLC 26
2011 Activities
Engagement with customers
Facebook community building
Expansion of employee use of SM
Incorporating coupons, ads, offers into blogs, tweetchats, webinars and meet-ups and
speaking/sponsor opportunities
Thought Leadership/Reputation Management:
Blogs/content generation
SBSI
Tweetchats
GrowSmartBiz Conference
Speaking/sponsorship ops
Meet-up tour (4 to 5 cities)
Ease of use:
Monitoring & reporting
Eguides
Workshops
26
27. ©2011 Network Solutions, LLC 27©2011 Network Solutions, LLC 27
• Build relationships early
• Changing perception requires
participation
• Humanizing the business
• Approaching people at a personal
level to change minds
• Building trust and credibility
overtime with small business thought
leadership
Final Thoughts
28. ©2011 Network Solutions, LLC 28©2011 Network Solutions, LLC 28
Questions
Managing Editor:
http://networksolutions.com/blog
http://networksolutions.com/smallbusiness/
http://WomenGrowBusiness.com
Personal Blogs:
Technology & Social Media: http://www.shashi.name
Digital Thoughts: http://readythoughts.com
Restaurant Reviews: http://www.carryoncurry.com
DC public interest : http://washtrax.us
Interesting PR : http://prelease.blogspot.com/
Shashi
Bellamkonda
shashib@networksolutions.com
Follow On Twitter: @shashib
Hinweis der Redaktion Moving on to how we address these markets…..
We look at the entirety of the market in terms of three segments. Keep in mind its hard to size these segments are very fluid and very hard to size independently.
Aspiring consumer - they are working on starting a side business, thinking about pursuing a hobby as a business, or for other reasons, want to explore opening a commercial online presence.
The other two segments are linked to lifecycle
New businesses that are in the process of establishing themselves
Existing businesses that are either in a growth phase or offline business that are looking to online channels.
We rationalize the needs of all three segments in three basic categories. And we have solutions aligned to these needs.
Get Online – basically about reserving an identity for their site (domain), for themeselves (in the form of a custom email) or actually proceeding to get a website or a storefront .
To meet needs around growing online , we provide a full suite of marketing services, from SEO to Local Search/directory submissions to managed PPC svcs
To manage their business online, this is a new category that we are looking to expand into. Our research generally validates a huge opportunity here since most businesses don’t have optimal automated processes. But there are a lot of options, and so our approach here is to partner with best-of-breed and later on provide closely integrated solutions.
Goals and objectives of Public Relations
Social media is about conversations and relationships
Customers are in control, but not total control because you CAN participate
People do not want to me marketed to; they want to be heard and can relate more to another human than a banner ad
It’s not just about great content, it’s about relationships
Chances are there is a conversation going on online about your products or services, or even the business itself. Are you going to participate, or let someone else?