listening to your audience
TRANSCRIPT
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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)
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Meet Nikki Fica
CEO, Founder of Social Media Facelift. LLC
@NikkiFica
@SM_Facelift
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Hate is a BIG word
HATE
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Who are your haters?
Someone unsatisfied with prior services
Competitors
Jealous peopleNegative people
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Who are your haters?
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Who are the evangelists?
Current consumers
Friends and Family
Future consumers
People you haven’t reached
out to yet
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Who are the evangelists?
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Bringing it back to grade school
• Who? Are they a new user? Are they a previous consumer?
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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?
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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?
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Bringing it back to grade school
• Where?
• What social media platforms did they reach out through? Was it public or private?
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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?
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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?
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Are they worth it?
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Remember this saying…
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L = Listen
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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!
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A = Acknowledge
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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
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S = Solve
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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!
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T = Thank
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T = Thank • Thank them for bringing the matter to your attention
• Encourage them to like/follow your page
• Thank them for continued service
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Follow Up
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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
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Thank you!
Keep in touch!
@NikkiFica