3. 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.”
33
5. 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)
35
6. 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)
36
11. 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
41
12. 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)
42
16. 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
46
17. 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.
47
18. 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
48
20. 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
50
21. 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)
51
24. 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)
54
26. 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
56
27. 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
57
