Social Reputation Management The Network Solutions Experience

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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

Twitter

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 shashib@networksolutions.com

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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