PRSA Digital Impact :SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management"
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Network Solutions( http://networksolutions.com) won the prestigious SNCR ( sncr.org) award for Corporate Reputation Management both in 2008 and 2011
![Our Objective: Win Favor from the Public ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Objective - Build new audience for Network Solutions Branding Objective - Build brand value for Network Solutions](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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PRSA Digital Impact :SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management"
- 1. SNCR Award-Winning Case Study: "Best Practices for Online Reputation Management" 05/09/11 Shashi Bellamkonda Director Social Media aka Social Media Swami
- 3. Manage Online Reputation via Offline Events http://www.flickr.com/photos/kyeung808/3851709164/sizes/l/
- 6. Think about mitigation Source : http://www.flickr.com/photos/jeyhun85/4684047177/
- 7. Network Solutions Swami ’ s - 3 Word Mantra Photo: courtesy: http://flickr.com/photos/metrojp/92038203/ LISTEN PARTICIPATE Photo Courtesy: http://flickr.com/photos/redcarpet/50339009/ CONTRIBUTE Photo Courtesy: http://flickr.com/photos/presta/129832836/
- 10. 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
- 12. Guest Posts helps spread the brand
- 13. Breaking bread with Customers & Community
- 15. Tweetchats
- 19. Did you hear Kathy Klotz-Guest previous speaker say :
- 20. We decided to think bigger - GoGranny.co
- 21. GoGranny big win with Social Media
- 22. Monitoring the competition helps too
- 23. Results
- 25. Network Solutions featured in books
Notas del editor
- 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?
- 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.